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INJO4
INJO4
21 May 2007
Presentation
Presentation
    Björn Jeffery
★
Presentation
    Björn Jeffery
★


        Internet Strategist at Good Old
    ★
Presentation
    Björn Jeffery
★


        Internet Strategist at Good Old
    ★


        Founder of two of Swedens larger blogs,
    ★

        Manolo.se and Discobelle.net
Presentation
    Björn Jeffery
★


        Internet Strategist at Good Old
    ★


        Founder of two of Swedens larger blogs,
    ★

        Manolo.se and Discobelle.net
        Previously at SVT, GP and Sydsvenskan
    ★
New Media Alchemy
New Media Alchemy
  Turning internet currency into gold
Key question
Key question

    How can you convert parts of your
★

    business into new streams of profit?
Profit streams
Profit streams
    Advertising
★
Profit streams
    Advertising
★


    Subscriptions
★
Profit streams
    Advertising
★


    Subscriptions
★


    Sales
★
No visitors, no money
No visitors, no money

    The more the merrier, and the more loyal
★

    and active the better
The equation
The equation

Media
The equation
                       Me

Media
The equation
                       Me
            Currency
Media
The equation
                            Me
            Currency
Media

          Web site Traffic
            Activity
The equation
                            Me
            Currency
Media

          Web site Traffic
            Activity
            Subscriptions
               Sales
The equation
                                   Me
                Currency
Media

              Web site Traffic
                Activity
                Subscriptions
    Revenue        Sales
                                Advertisers
Currency
Currency
What to trade in the internet economy
8 types of currency
8 types of currency
    Content
★
8 types of currency
    Content
★


    Web site traffic
★
8 types of currency
    Content
★


    Web site traffic
★


    Enhanced user experience
★
8 types of currency
    Content
★


    Web site traffic
★


    Enhanced user experience
★


    Identity
★
8 types of currency
    Content
★


    Web site traffic
★


    Enhanced user experience
★


    Identity
★


    Values
★
8 types of currency
    Content
★


    Web site traffic
★


    Enhanced user experience
★


    Identity
★


    Values
★


    Exposure
★
8 types of currency
    Content
★


    Web site traffic
★


    Enhanced user experience
★


    Identity
★


    Values
★


    Exposure
★


    Brand loyalty
★
...that was only 7?
...that was only 7?
    Money!
★
1. Content
1. Content
    Delivery: Content for consumption
★
1. Content
    Delivery: Content for consumption
★
1. Content
    Delivery: Content for consumption
★


    Barter: Content for traffic/content
★
1. Content
    Delivery: Content for consumption
★


    Barter: Content for traffic/content
★
1. Content
    Delivery: Content for consumption
★


    Barter: Content for traffic/content
★


    Subscription: Content for cash
★
1. Content
    Delivery: Content for consumption
★


    Barter: Content for traffic/content
★


    Subscription: Content for cash
★
2. Traffic
2. Traffic
    Barter: Traffic for traffic
★
2. Traffic
    Barter: Traffic for traffic
★
3. Enhanced User
    Experience
3. Enhanced User
           Experience
    Actions that improve user experiences, and
★

    the entire site
3. Enhanced User
           Experience
    Actions that improve user experiences, and
★

    the entire site
4. Identity
4. Identity
    Possibilities for users to strengthen their
★

    identities within a community
4. Identity
    Possibilities for users to strengthen their
★

    identities within a community
4. Identity
    Possibilities for users to strengthen their
★

    identities within a community
4. Identity
    Possibilities for users to strengthen their
★

    identities within a community
5. Values
5. Values
    Enabling people to support their values
★

    and what they believe in
5. Values
    Enabling people to support their values
★

    and what they believe in
6. Exposure
6. Exposure
    Exposure to the right people is worth a lot
★
6. Exposure
    Exposure to the right people is worth a lot
★
7. Brand loyalty
7. Brand loyalty
    People that love a brand will love it forever
★

    - if it acknowledges them
7. Brand loyalty
    People that love a brand will love it forever
★

    - if it acknowledges them
8. Money
8. Money
    Paying people tends to be a good
★

    incentive for activity
8. Money
    Paying people tends to be a good
★

    incentive for activity
Finding the
conversion rate
Finding the
         conversion rate
    The rate is different for every market -
★

    competition in all fields
Finding the
         conversion rate
    The rate is different for every market -
★

    competition in all fields
    Blue Ocean Strategy: where can you create
★

    a unique offer?
The key
The key
    New Media profit is created:
★
The key
    New Media profit is created:
★


        by offering your visitors the currency that
    ★

        costs you the least...
The key
    New Media profit is created:
★


        by offering your visitors the currency that
    ★

        costs you the least...
        ...and gives them the most
    ★
Thanks!
Keep in touch!
Keep in touch!
    E-mail: bjorn.jeffery@goodold.se
★
Keep in touch!
    E-mail: bjorn.jeffery@goodold.se
★


    Blog: http://www.goodold.se/blog/trend/
★
Keep in touch!
    E-mail: bjorn.jeffery@goodold.se
★


    Blog: http://www.goodold.se/blog/trend/
★


    Skype: bjornjeffery
★

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New Media Alchemy