Marketing your brand in the changing internet landscape, Public Interest Registry

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The document discusses how the internet landscape is changing with the introduction of over 1,400 new generic top-level domains (gTLDs) in 2014. It notes that while social media is popular for starting online conversations, websites still remain the most trustworthy source of information and allow organizations to control their brand experience. The document advises that new gTLDs can either be restricted or unrestricted, are launched in phases, and some may provide added value services. It emphasizes the importance of starting domain name planning now by considering recognizability, message clarity, and business goals when selecting a new gTLD.

Technology Business

u Public Interest Registry

.ORG | .NGO | .ONG

What’s changing?

u Public Interest Registry

.ORG | .NGO | .ONG

27 years ago…

.com
.net
.org
.gov
.edu
.mil

u Public Interest Registry

Today

.asia
.uk
.biz
.ar
250+ Million
.info
.fr
Domain Names Registered
.jobs
.cn
.nameOver 2.4 Billion
.kr
Internet Users
.pro
.hk
.tel
.my
.xxx
.vn

.ORG | .NGO | .ONG

u Public Interest Registry

.ORG | .NGO | .ONG

What is coming in 2014?

1,400+

u Public Interest Registry

.ORG | .NGO | .ONG

Breaking down the new extensions
GEO
71
BRANDS
663

.london,
.paris

.nike, .bmw,
.skype

COMMUNITY
84
.ngo, .gay

GENERIC
407

IDNs
225

.web, .farm, .fun
.佛山,

u Public Interest Registry

.ORG | .NGO | .ONG

Sounds interesting, but do websites matter anymore?

So many ways to communicate today, i.e., social media.

u Public Interest Registry

.ORG | .NGO | .ONG

Do websites still matter?
Question: Rank the following from most trustworthy
to least.

Trust Most

Trust Least

81% chose an
organization’s website as the
most trustworthy place.

60% of respondents chose
Twitter as the least.

Caravan Research

u Public Interest Registry

.ORG | .NGO | .ONG

Major Sporting Event* 2012 vs. 2013
2012

2013

49%
40%
34%
31%

15%
9%

Website

Twitter

11% 11%

Facebook

www.marketingmag.com.au study during *Super Bowl 2013

None/Other

u Public Interest Registry

.ORG | .NGO | .ONG

Three things you need to know

1. Domain extensions are either restricted
(closed) or unrestricted (open)
2. New domains are launched in phases.
3. Are there added values to the domain?

u Public Interest Registry

.ORG | .NGO | .ONG

1. Restricted (closed) or Unrestricted (open)

restricted (closed)

unrestricted (open)

.ac.uk, .gov, .mil

.com, .net, .org

.nyc
.eco
.green
.ngo
.gay
.quebec
.med
.lamborghini

.web
.home
.online
.place
.live
.news
.sex
.shop

u Public Interest Registry

.ORG | .NGO | .ONG

2. Typical Key Launch Phases
Get on the Trademark Clearinghouse (TMCH) now!
Cost: $150 to register with TMCH + Premium $

Beat the rush, no TMCH required.
Cost: Premium $

The “rush” is fair game for everyone.
Cost: Market Price $

u Public Interest Registry

.ORG | .NGO | .ONG

Key Facts To Know

Pre-Registration

Pre-Registration ≠ Registration
Cost: Nothing

EOI

Express of Interest = Information
Cost: Nothing

u Public Interest Registry

.ORG | .NGO | .ONG

3. “Added Values” to the Domain
A. Validation Services
B. Community Involvement
C. Tools & Apps to elevate
your online presence

u Public Interest Registry

Your web address serves a purpose
http:// www.google.com

.ORG | .NGO | .ONG

u Public Interest Registry

Your web address serves a purpose

.ORG | .NGO | .ONG

u Public Interest Registry

There are others, microsoft.com

.ORG | .NGO | .ONG

u Public Interest Registry

There are others, gatesfoundation.org

.ORG | .NGO | .ONG

u Public Interest Registry

.ORG | .NGO | .ONG

Online, you can create your house of brands.

u Public Interest Registry

.ORG | .NGO | .ONG

House of Brands Examples

heart.org

plan-international.org

rsf.org

goredforwomen.org

wefightcensorship.org
yourethecure.org

powertoendstroke.org

becauseiamagirl.org

u Public Interest Registry

.ORG | .NGO | .ONG

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Marketing your brand in the changing internet landscape, Public Interest Registry

1. u Public Interest Registry .ORG | .NGO | .ONG Marketing Your Brand in the Changing Internet Landscape Brian Cute @bcute17 | @PIRegistry | pir.org

2. u Public Interest Registry .ORG | .NGO | .ONG What’s changing?

3. u Public Interest Registry .ORG | .NGO | .ONG 27 years ago… .com .net .org .gov .edu .mil

4. u Public Interest Registry Today .asia .uk .biz .ar 250+ Million .info .fr Domain Names Registered .jobs .cn .nameOver 2.4 Billion .kr Internet Users .pro .hk .tel .my .xxx .vn .ORG | .NGO | .ONG

5. u Public Interest Registry .ORG | .NGO | .ONG What is coming in 2014? 1,400+

6. u Public Interest Registry .ORG | .NGO | .ONG Breaking down the new extensions GEO 71 BRANDS 663 .london, .paris .nike, .bmw, .skype COMMUNITY 84 .ngo, .gay GENERIC 407 IDNs 225 .web, .farm, .fun .佛山,

7. u Public Interest Registry .ORG | .NGO | .ONG Sounds interesting, but do websites matter anymore? So many ways to communicate today, i.e., social media.

8. u Public Interest Registry .ORG | .NGO | .ONG Do websites still matter? Question: Rank the following from most trustworthy to least. Trust Most Trust Least 81% chose an organization’s website as the most trustworthy place. 60% of respondents chose Twitter as the least. Caravan Research

9. u Public Interest Registry .ORG | .NGO | .ONG Major Sporting Event* 2012 vs. 2013 2012 2013 49% 40% 34% 31% 15% 9% Website Twitter 11% 11% Facebook www.marketingmag.com.au study during *Super Bowl 2013 None/Other

10. u Public Interest Registry .ORG | .NGO | .ONG WWW vs. Social Media Website for controlled brand experience Social media for starting an online conversations

11. u Public Interest Registry .ORG | .NGO | .ONG Three things you need to know 1. Domain extensions are either restricted (closed) or unrestricted (open) 2. New domains are launched in phases. 3. Are there added values to the domain?

12. u Public Interest Registry .ORG | .NGO | .ONG 1. Restricted (closed) or Unrestricted (open) restricted (closed) unrestricted (open) .ac.uk, .gov, .mil .com, .net, .org .nyc .eco .green .ngo .gay .quebec .med .lamborghini .web .home .online .place .live .news .sex .shop

13. u Public Interest Registry .ORG | .NGO | .ONG 2. Typical Key Launch Phases Get on the Trademark Clearinghouse (TMCH) now! Cost: $150 to register with TMCH + Premium $ Beat the rush, no TMCH required. Cost: Premium $ The “rush” is fair game for everyone. Cost: Market Price $

14. u Public Interest Registry .ORG | .NGO | .ONG Key Facts To Know Pre-Registration Pre-Registration ≠ Registration Cost: Nothing EOI Express of Interest = Information Cost: Nothing

15. u Public Interest Registry .ORG | .NGO | .ONG 3. “Added Values” to the Domain A. Validation Services B. Community Involvement C. Tools & Apps to elevate your online presence

16. u Public Interest Registry .ORG | .NGO | .ONG Back to managing your brand online .com .org

17. u Public Interest Registry Your web address serves a purpose http:// www.google.com .ORG | .NGO | .ONG

18. u Public Interest Registry Your web address serves a purpose .ORG | .NGO | .ONG

19. u Public Interest Registry There are others, microsoft.com .ORG | .NGO | .ONG

20. u Public Interest Registry There are others, gatesfoundation.org .ORG | .NGO | .ONG

21. u Public Interest Registry .ORG | .NGO | .ONG Online, you can create your house of brands.

22. u Public Interest Registry .ORG | .NGO | .ONG House of Brands Examples heart.org plan-international.org rsf.org goredforwomen.org wefightcensorship.org yourethecure.org powertoendstroke.org becauseiamagirl.org

23. u Public Interest Registry .ORG | .NGO | .ONG Back to managing your brand online .com .app .docs .lol

24. u Public Interest Registry .ORG | .NGO | .ONG So many choices, what should I get?

25. u Public Interest Registry Start Planning, Define Your Success Now 1. Easily Recognized & Remembered 2. Clarity of Message 3. Advances Your Business Goal Plan ahead, and remember… • • • • Restricted (closed) vs. unrestricted (open) New domains are launched in phases. Look for added values Website is a “controlled” brand experience! .ORG | .NGO | .ONG

26. u Public Interest Registry .ORG | .NGO | .ONG newgtlds.icann.org Marketing Your Brand in the Changing Internet Landscape Brian Cute pir.org @bcute17 | @PIRegistry | pir.org/contact

Editor's Notes

In five years, .ORG nearly doubled in size.
In five years, .ORG nearly doubled in size.
In five
In five
In five
In five
In five
In five

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