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The Powerful Web Traffic Profile of Breaking News in a Community

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This slideshow demonstrates the powerful web traffic that local Breaking News sites like DowntownTorontoNews.com are capable of because they broadcast real time news across a number of social media platforms.

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The Powerful Web Traffic Profile of Breaking News in a Community

  1. 1. page The Powerful Online Traffic Profile of Breaking News in a Community Patrick Kitano Managing Principal Domus Consulting Group
  2. 2. page ANALYSIS <ul><li>Why locals clamor for Breaking News </li></ul><ul><li>Why Breaking News is instantly “findable” in the community </li></ul><ul><li>Twitter and Facebook clickthrough statistics </li></ul><ul><li>Search engine juice </li></ul><ul><li>Brand equity benefits for Breaking News site owners </li></ul>
  3. 3. page Communities nationwide all want real time information about their city Everybody wants to know what is happening locally… at this very moment!
  4. 4. page Local online newspapers exist, but they’re not capturing local news and conversations being broadcast in real time on the social media Local news are generally news syndicators and aren’t curating the “real time web” Usually lots of ads!
  5. 5. page Breaking News uniquely serve the community as a local media resource
  6. 6. page Local Breaking News is accessible via website, Twitter and Facebook It is social media enabled
  7. 7. page New marketing paradigm #1 : Breaking News is automated media. It runs 24-by-7 with fresh local content and requires little maintenance It’s an efficient media engine that provides community value
  8. 8. page New marketing paradigm #2 : Breaking News is “ubiquitous” and easy to find because it broadcasts valuable local news across various social networks Go to the stats!
  9. 9. page Twitter Statistics Breaking News Twitter feeds broadcast tweets whenever local news happens, often twice per hour
  10. 10. page One week after launch on Feb. 1, @torontodowntown averages 17 clickthroughs per tweet, or over 900 clickthroughs daily Clickthru stats for February 8, 2010
  11. 11. page Here’s a sample of the kind of news readers in Toronto clicked on last week
  12. 12. page The rates of 16-26 clickthrus per tweet are consistent across all Breaking News Twitter feeds Clickthru stats for past 7 days * In beta test, reflects only fraction of total clickthroughs * * * *
  13. 13. page Even brand new Twitter feeds are found by the community, almost instantly @SantaFeRealTime launches today (February 8, 2010) Pre-launch statistics for February 7
  14. 14. page Clickthrus on Facebook pages will become comparable to, and eventually exceed Twitter’s A2 (Ann Arbor, MI) residents can choose Twitter, Facebook or the website for finding local breaking news
  15. 15. page Google Juiced! Breaking News attracts powerful search engine attention Downtown Toronto News reaches #1 on Google search only five days after launch
  16. 16. page Google Juiced! Breaking News Twitter feeds eventually reach a powerful page rank 5 and higher Same Page Rank as Inman.com
  17. 17. page New marketing paradigm #3 Local media properties drives powerful local traffic instantly. First seven days averaging 700+ clickthrus daily As of 3:00EST 02/08/10
  18. 18. page Building brand equity How does Breaking News benefit you in your community?
  19. 19. page You’re recognized as providing a community service
  20. 20. page Through Breaking News, you “curate” your community and recognize locals by adding them to your list categories
  21. 21. page It’s all about good will… when you help other locals market themselves, they appreciate it and see you as a community connector and hub “ Thank you for adding me”
  22. 22. page New marketing paradigm #4: Brand yourself to the community.. not as you but through your community service! Website Twitter Facebook Community engagement is powerful marketing
  23. 23. page Locals clamor for community breaking news! They will enthusiastically join your Breaking News network, but may hesitate to join a real estate agent’s fan page if they don’t know you (in seven days…)
  24. 24. page Being ubiquitous works just like advertising did twenty years ago It’s all about branding You stay TOP OF MIND because… you’re everywhere
  25. 25. page Breaking News positions you as a local community media resource… with the recognition and influence associated with being the media New marketing paradigm #5: Be the Media!
  26. 26. page New marketing paradigm #6: Own the media! Breaking News is unique because you own your city, not CNN or Comcast Breaking News grows in value as an asset based on web traffic and local influence
  27. 27. page RECAP: Six brand new marketing paradigms for the real estate professional <ul><li>Automated media marketing works if it provides community value </li></ul><ul><li>Local Breaking News is easy to find across social media platforms </li></ul><ul><li>Local media properties drive local traffic instantly </li></ul><ul><li>Build brand equity by offering a valuable community service, not by push marketing yourself (hohum) </li></ul><ul><li>Be the media! Your community loves a local media resource who can leverage their status for business </li></ul><ul><li>Own the media! Breaking News is an asset that grows with web traffic </li></ul>
  28. 28. page The Breaking News Network is national with new cities added every day (We’re building globally in March 2010)
  29. 29. page 33 Developing a local media resource today is just like publishing a local newspaper 100 years ago. But today, it takes only 48 hours to do so. The window is open. Patrick Kitano Managing Principal [email_address] (415) 573-2481

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