Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6
2010: MONETIZATION OF DIGITAL
CHANNELS – WHY ARE THERE SO
MANY MISS...
AGENDA
1. Social media v. Search
2. Search landscape in North America
3. Top 3 digital strategies to drive ROI
4. Conclusi...
SOCIAL MEDIA V. SEARCH…WHAT’S NEXT
3
Social Media ROI: Socialnomics
QUESTION
Is social media a Fad?
4
QUESTION
Will social media take over search?
5
MICROSOFT & YAHOO’S WEDDING
6
•2009, Microsoft and Yahoo!
announced that they had made a 10-
year deal
•Yahoo! search engi...
MICROSOFT & YAHOO’S WEDDING
7
•Yahoo! will get to keep 88% of the revenue from all
search ad sales on its site for the fir...
Facebook and Bing’s Plan to Make Search Social
8
2015 TOP SEARCH ENGINE…
9
OR
CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER?
10
Search
• Search represents over 41% of overall online revenue, 741...
CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER?
11
Search
• 78% of Canadians online will use search engines to
resear...
US FORECAST : INTERACTIVE SPEND FROM 2009 –
2014
12
Search
Source : Forrester’s Interactive Advertising Models, 4/09 and 1...
55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 13
ONLINE ROI ECOSYSTEM
SEO v. PPC
14
Search
Source : IAB 2010 & Comscore 2009.
TRADITIONAL BUSINESS OBJECTIVES
The channels evolve, but the business objectives do not.
15
The Business Value of Social Media
16
17
4 UNIQUE WAYS TO DO SOCIAL MEDIA
18
SOCIAL NEWS OPTIMIZATION KEY FACTORS
Content  Quality & enjoyment factor VS time taken to read
Categorization  Popula...
19
WIDGET KEY FACTORS
Usefulness  The widget has to fit a specific requirement of the market
SEO friendliness  Widgets s...
20
WIDGET EXAMPLE – CLUB MED
SOCIAL MEDIA FOR SEO “101”
21
Search
• You can maximize your blogging outreach & ROI by:
• Doing Social News Optimization ...
THE SEO & PPC MISMATCH
22
Search
The Traffic Mismatch
“ 7.3x more traffic in SEO vs PPC ”
Reality vs Opportunity
•PPC is e...
PPC “101”
23
Search
• Outsmart other advertisers bids & ad creatives with technology & grey matter
• Control and optimize ...
SEO “101”
24
Search
INDEXATION + RELEVANCY + POPULARITY
• Removing any hurdle to the crawlers is key for a perfect indexat...
Smaller corporate structures & fewer departments involved
 Agile development, faster release cycles, business model flexi...
Several existing properties to spread existing linkjuice
 Need to create a global strategy to maximize each property
 Bi...
CANPAGES.CA (2/2)
27
NVI SEO Case Study
Traffic increased from 30,000 to 3,000,000 per month in unique organic visitors (f...
LEADER – 2009 & 2010
28
Business Cases
Key factors
• Web Dev = with a external 3rd party
• Less onsite SEO elements
implem...
SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES
TO RESULT ACHIEVEMENT
29
Search
Results vs. expectations for digita...
SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS
30
Search
Most effective digital marketing tools for generating conve...
WHY ARE THERE SO MANY MISSED OPPORTUNITIES?
• There are 100 ways to make money in the digital era & 3 types of players
• T...
WHAT’S NEXT?
The Future of Mobile Media a
32
THANK YOU!
33
JEAN-FRANÇOIS LEDUC
CRO - CHIEF REVENUE OFFICER
JFLEDUC@NVISOLUTIONS.COM
linkedin: http://ca.linkedin.com/in...
Upcoming SlideShare
Loading in …5
×

Monetization of Digital Channels Hec Montreal nov 2010

1,111 views

Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Monetization of Digital Channels Hec Montreal nov 2010

  1. 1. 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 2010: MONETIZATION OF DIGITAL CHANNELS – WHY ARE THERE SO MANY MISSED OPPORTUNITIES? 1
  2. 2. AGENDA 1. Social media v. Search 2. Search landscape in North America 3. Top 3 digital strategies to drive ROI 4. Conclusion 2
  3. 3. SOCIAL MEDIA V. SEARCH…WHAT’S NEXT 3 Social Media ROI: Socialnomics
  4. 4. QUESTION Is social media a Fad? 4
  5. 5. QUESTION Will social media take over search? 5
  6. 6. MICROSOFT & YAHOO’S WEDDING 6 •2009, Microsoft and Yahoo! announced that they had made a 10- year deal •Yahoo! search engine would be replaced by Bing
  7. 7. MICROSOFT & YAHOO’S WEDDING 7 •Yahoo! will get to keep 88% of the revenue from all search ad sales on its site for the first five years of the deal, and have the right to sell adverts on some Microsoft sites •Yahoo! Search will still maintain its own user interface, but will eventually feature "Powered by Bing" branding
  8. 8. Facebook and Bing’s Plan to Make Search Social 8
  9. 9. 2015 TOP SEARCH ENGINE… 9 OR
  10. 10. CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER? 10 Search • Search represents over 41% of overall online revenue, 741 million $ • Over 110 million search engine queries a day • 77% of all Canadian Internet traffic starts from a search engine • 98% of online users rely on search engines to find websites Source : IAB 2010 & Comscore 2009.
  11. 11. CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER? 11 Search • 78% of Canadians online will use search engines to research online and offline purchases • 27% of those who researched product info online purchased online • 45% of those that searched for product information online still purchase via traditional retail Source : IAB 2010 & Comscore 2009. Few numbers increasing quickly…
  12. 12. US FORECAST : INTERACTIVE SPEND FROM 2009 – 2014 12 Search Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .
  13. 13. 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 13 ONLINE ROI ECOSYSTEM
  14. 14. SEO v. PPC 14 Search Source : IAB 2010 & Comscore 2009.
  15. 15. TRADITIONAL BUSINESS OBJECTIVES The channels evolve, but the business objectives do not. 15
  16. 16. The Business Value of Social Media 16
  17. 17. 17 4 UNIQUE WAYS TO DO SOCIAL MEDIA
  18. 18. 18 SOCIAL NEWS OPTIMIZATION KEY FACTORS Content  Quality & enjoyment factor VS time taken to read Categorization  Popular categories / tags will bring more results Sollicitation  A key to reach a critical mass SOCIAL NEW OPTIMIZATION KPIs Traffic  UVs, Pageviews, recurring visits SEO  AVG Inbound links SNO KEY FACTORS & KPIs
  19. 19. 19 WIDGET KEY FACTORS Usefulness  The widget has to fit a specific requirement of the market SEO friendliness  Widgets should pass linkjuice with targeted anchor text Quality  Nice enough to fit on tier1 blogs & websites Ease of installation  A Mommy blog should be able to install it WIDGET KPIs Reach  Global reach achieved by the # of sites with the widget installed Traffic  Pageviews generated on partner sites, clickthroughs to client site SEO  Often sitewide links with relevant anchor text WIDGET KEY FACTORS & KPIs
  20. 20. 20 WIDGET EXAMPLE – CLUB MED
  21. 21. SOCIAL MEDIA FOR SEO “101” 21 Search • You can maximize your blogging outreach & ROI by: • Doing Social News Optimization (SNO) on StumbleUpon, Digg, Reddit, etc. • Creating & promoting widgets
  22. 22. THE SEO & PPC MISMATCH 22 Search The Traffic Mismatch “ 7.3x more traffic in SEO vs PPC ” Reality vs Opportunity •PPC is easier to setup •PPC generates immediate return •PPC has no competitive advantage The Budget Mismatch: “ More than 85% is invested in PPC ” Reality vs Opportunity • SEO’s results need 3-9 months • SEO 2X, 5X, 10X…long term return • SEO skips the middle man (Google) Source : Enquisite 2010.
  23. 23. PPC “101” 23 Search • Outsmart other advertisers bids & ad creatives with technology & grey matter • Control and optimize the whole conversion funnel to decrease CPA • Best short term ROI
  24. 24. SEO “101” 24 Search INDEXATION + RELEVANCY + POPULARITY • Removing any hurdle to the crawlers is key for a perfect indexation • Map your site architecture in accordance with semantic verticals to reach ideal relevancy • Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity
  25. 25. Smaller corporate structures & fewer departments involved  Agile development, faster release cycles, business model flexibility Less aversion to risk (need to catch up with the leader)  Easier to make room for SEO to bridge gaps between them and the leading brand Faster access & bigger impact on board / key decision makers  SEO represents a bigger chunk of the company’s overall budget RUNNER-UP INSIGHTS - PROS Leading Brand vs Runner-up
  26. 26. Several existing properties to spread existing linkjuice  Need to create a global strategy to maximize each property  Biggest competitive advantage to leverage against runner-ups LEADER INSIGHTS-PROS Leading Brand vs Runner-up
  27. 27. CANPAGES.CA (2/2) 27 NVI SEO Case Study Traffic increased from 30,000 to 3,000,000 per month in unique organic visitors (from 2008 to 2009). Business directories: In 2008 Canpages’ traffic represented 1% of Yellow Pages’ online French & English directories’ unique traffic. By 2009, that percentage had grown to 46%. (Figures are noted as documented on the adjacent chart). Achieved major indexation of Canpages.ca (millions of merchant pages were indexed through the onsite SEO process compared to a few hundred prior to NVI’s involvement). RESULTS
  28. 28. LEADER – 2009 & 2010 28 Business Cases Key factors • Web Dev = with a external 3rd party • Less onsite SEO elements implemented per month • Access only to the VP Digital • Had to hire a SEO director to accelerate implementations • Took longer to build momentum as many transitions occured Results • Organic Traffic increased from approximately 3.00M to 4.5M organic visits per month (from mid- 2009 to mid 2010). • The company still has to implement several recommendations
  29. 29. SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT 29 Search Results vs. expectations for digital marketing compaigns Source: © Copyright FORBES 2009
  30. 30. SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS 30 Search Most effective digital marketing tools for generating conversations Source: © Copyright FORBES 2009
  31. 31. WHY ARE THERE SO MANY MISSED OPPORTUNITIES? • There are 100 ways to make money in the digital era & 3 types of players • Too many are still standing still, afraid of change, losing market share • Too many others are constantly trying every options with miss a large portion of the low hanging fruit • My recommendation is to follow the current winners of this industry. The ones focusing and maximizing every dime from the top highest return channel as of today. • Only once the return is optimize, should you look for other options. 31
  32. 32. WHAT’S NEXT? The Future of Mobile Media a 32
  33. 33. THANK YOU! 33 JEAN-FRANÇOIS LEDUC CRO - CHIEF REVENUE OFFICER JFLEDUC@NVISOLUTIONS.COM linkedin: http://ca.linkedin.com/in/jfleduc My Twitter: http://twitter.com/jfleduc

×