PubCamp 08 - Ben Gerholt - Becoming an Internet Media Mogul


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"10 Steps to becoming an Internet mogul and avoiding the receivers" - Ben Gerholt (IDG)
* 5 steps to becoming an Internet media mogul
+ 5 ultimate mistakes to avoid the receivers
Just because you have a Web site doesn't make you an Internet publisher. Dramatic growth in Internet advertising - and a decline in print - presents both opportunities and challenges. Learn to transition to online media from someone who has spent years during the tough times and the good.

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  • PubCamp 08 - Ben Gerholt - Becoming an Internet Media Mogul

    1. 1. How to be an Internet Media Mogul Ben Gerholt (IDG / @teflon_king)
    2. 3. Mogul Time
    3. 4. ?
    4. 5. Step 1: The Opportunity <ul><li>Old Media </li></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Power </li></ul></ul><ul><ul><li>Local / National </li></ul></ul><ul><ul><li>Consume </li></ul></ul><ul><li>New Media </li></ul><ul><ul><li>1 Content-centric model </li></ul></ul><ul><ul><ul><li>Open </li></ul></ul></ul><ul><ul><ul><li>Local / National / Global </li></ul></ul></ul><ul><ul><ul><li>New media formats </li></ul></ul></ul><ul><ul><ul><li>Interact </li></ul></ul></ul><ul><ul><li>2 Audience-centric model </li></ul></ul><ul><ul><ul><li>Get control of an audience </li></ul></ul></ul><ul><ul><ul><li>If only temporarily </li></ul></ul></ul>
    5. 6. Step 1: The Opportunity <ul><li>Where’s the loot </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><ul><li>CPM growing - $ growing but share … </li></ul></ul></ul><ul><ul><ul><li>Performance – share up, $ up </li></ul></ul></ul><ul><ul><ul><li>Search… cash back </li></ul></ul></ul><ul><ul><ul><li>Other … widget/gadget ads, mobile ads … </li></ul></ul></ul><ul><ul><li>Build a site and sell it </li></ul></ul><ul><ul><li>Selling content to other Web sites / mobile services </li></ul></ul><ul><ul><li>Selling content/services to readers </li></ul></ul>
    6. 7. In Australia, the new media moguls are …
    7. 8. Step 2: Business Models <ul><li>South Park episode 30 </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    8. 9. Step 2: Business Models <ul><li>Traditional </li></ul><ul><li>Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Big Business 2.0 </li></ul>
    9. 10. Step 3: Software Development <ul><li>Every major Web site develops custom software to some extent. </li></ul><ul><li>As you grow it will become significant cost. </li></ul><ul><li>And your competitive advantage. </li></ul><ul><li>So understand software development. In depth. Or hire someone who does. </li></ul>
    10. 11. Step 4: Content <ul><li>Old: The stuff that fills the space between the ads. </li></ul><ul><li>New: The only reason people come to my sites. </li></ul>
    11. 12. Step 4: Content <ul><li>Not all content is equal – invest in an appropriate mix. </li></ul><ul><ul><li>Evergreen Content </li></ul></ul><ul><ul><li>Seasonal content </li></ul></ul><ul><ul><li>The Long Tail </li></ul></ul><ul><ul><li>Syndicated </li></ul></ul><ul><ul><li>Web 2.0 / User Generated </li></ul></ul>
    12. 13. Step 5: Embrace ‘Web 2.0’ <ul><li>Content: </li></ul><ul><ul><li>$$$$: Video </li></ul></ul><ul><ul><li>$$$: Audio </li></ul></ul><ul><ul><li>$$: Text and photos </li></ul></ul><ul><ul><li>$: Text </li></ul></ul><ul><ul><li>FREE: Web 2.0 / User generated / Widgets / Gadgets </li></ul></ul><ul><li>Not a cure all </li></ul>
    13. 14. Mistakes
    14. 15. Mistake 1: Bad Design
    15. 16. Mistake 2: Too far in front <ul><li>Be ready for the future. </li></ul><ul><li>But don’t expect revenues yet. </li></ul><ul><li>Eg/ Mobile services </li></ul><ul><ul><li>WAP </li></ul></ul><ul><ul><li>iMode </li></ul></ul><ul><ul><li>Mobile video </li></ul></ul><ul><ul><li>Location services </li></ul></ul>
    16. 17. Mistake 3: Ethics <ul><li>Repeat after me </li></ul><ul><ul><li>“ I will not indulge in behaviour that can get me in trouble with Google.” </li></ul></ul><ul><li>Your audience is savvy. </li></ul>
    17. 18. Mistake 4 <ul><li>Performance adverts and ad networks mean … </li></ul><ul><ul><li>I will make lots of money </li></ul></ul><ul><ul><li>I will not need a sales team </li></ul></ul>
    18. 19. Mistake 5: Traffic <ul><li>Don’t underestimate how much you will need to make a profit </li></ul>
    19. 20. What would happen if … <ul><li>The Australian newspaper closes </li></ul><ul><li>Google search site closes </li></ul>
    20. 21. ENDS