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Anne Driscoll Presentation

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When Free Isn't Free Enough - Transitioning from Free to Freemium in the Consumer Space

Published in: Technology, Business
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Anne Driscoll Presentation

  1. “FREE OF FREEMIUM, THINGS ARE STARTING TO LOOK UP AT NING” Taylor Bueley Forbes, August 20, 2010
  2. Every group, business and organization needs a website.
  3. Online users visit social networks in 2010 58% 2014201320122011201020092008 52% 58% 64% 65% 66% 61% 42% SOCIAL HAS GONE MAINSTREAM Source: U.S. Social Network Users, eMarketer – April 2010
  4. Every website will be social.
  5. NING MAKES IT EASY TO BE SUCCESSFUL • Creative freedom and control • Seamless social integration • Robust, scalable open platform • Turn-key monetization solutions • Powerful data and insights • Complete privacy control
  6. THE WORLD’S LARGEST PLATFORM TO CREATE CUSTOM, POWERFUL SOCIAL WEBSITES
  7. NING IS THE HUB OF YOUR WEB AND SOCIAL ACTIVITY
  8. THE DECISION
  9. NING CUSTOMERS @ APRIL 2010 15,000 325K / 1.1 million 80% 20% PREMIUM FREE (active/total) TRAFFIC
  10. DIFFERENT CUSTOMERS …DIFFERENT NEEDS <5% Conversion to Premium Low Effective CPM Leverage Advanced Features & Customization FREE PREMIUM
  11. OUR GOAL: Build the very best product for our customers and align our resources to support profitability.
  12. ROLLOUT
  13. 3 NEW PLANS FOR DIFFERENT CUSTOMERS 14
  14. NEWS AND ANNOUNCEMENTS April 2010 August 2010 End to free networks April 15, 2010 Pearson Partnership June 24, 2010 New Revenue Channels June 16, 2010 Announce Plans & Education Sponsorship May 4, 2010 Mini Plus Pro Launch July 20,2010 WEGO Partnership July 19, 2010 Public announcements supported by •Steady Drumbeat of customer communications •New feature releases every 2 weeks •Ongoing discussions on our Creators Site
  15. Finally! You guys are listening! Great decision and I can’t wait for the New Ning! We’ve got your back. Source: customer email
  16. RESULTS
  17. FOR US IT WORKS • Tied revenue to our customers’ success • Shed the cost and complexity of being an uber-publisher • Clarified our product position and target customer • Gave us the freedom to invest in building the BEST product for our customer
  18. 74 million Source: Google Analytics Sep 15 – Oct 15 2010 CONVERTED NING CUSTOMERSMONTHLY UNIQUE VISITORS BY THE NUMBERS 70,000 MONTHLY NEW CUSTOMERS 5,000 90 % of our former traffic
  19. A NEW ROADMAP & FOCUS Fast, reliable, cost-efficient infrastructure Network Creator control & visibility Engaging and delighting members Integrated monetization Platform access & 3rd-party connectivity
  20. AN OPEN APPROACH TO INTEGRATION & PARTNERS SOCIAL INTEGRATION CUSTOM APPLICATIONS NING EXTENSIONS MOBILE PARTNERS INTEGRATED MONETIZATION ANALYTICS

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