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Sticky Thump


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First presentation deck to show client management how available photos and data on a real estate site could be turned into sticky editorial content -- that would not require extensive monitoring or updating by editors, since most of the product would follow set coded and database request rules automatically.

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Sticky Thump

  1. 1. Sticky Thump Content, Ads and Leads come together in a radical sticky web1
  2. 2. Addressing the Question And here’s one look at an answer – a different way of mining Move Network’s content assets, and turning them into something unique2
  3. 3. The Aim: Alignment Create a perfect alignment of content, ad sales and lead generation “Previously our emphasis was on the accuracy of our content. The context of the experience is what is important now” -- Steve Berkowitz, Sept 16, 2010 Content – drives organic search traffic and engagement Ad Sales – monetizes the traffic and engagement Leads – our business depends on leads … … and these leads can be generated through an exciting and unique means of curating content3
  4. 4. The Editorial ComponentWe have millions of content assets – photos and home dataNormally the way users access these is through searches on the site to SRPs andLDPsBut these are for the most part search results pages and – especially until the Reduxchange that gave a distinct indexableurl to properties – could not be indexed in searchengines and enlarge our search engine footprint.However, if we add some editorial – a way of curating our content into unique pages –then we benefit, not only from being able to put new context around our content assets,but by also creating distinct and unique content units that are searchable and will directtraffic to the site, and even leads for our listings.Think of it this way: While you can search for fashion and furniture in thousands ofonline shopping sites, the magazine Lucky became successful by adding editorialaround the very same photos and copy. The magazine made editorial selection andmade the content assets more easily digestible.4
  5. 5. The Essential Tool In this proposal the essential presentation tool we will use to harness the power of editorial and content -- to generate ad impressions and leads -- is theSLIDESHOW This deck will show how existing content assets on and, as well as other assets that are available to us, can be turned into a unique content product for ALL our sites It’s a product that mixes traditional editorial expertise with machine selection logic of tagged assets Most of the slide components described here will be generated automatically once we’ve set the rules5
  6. 6. Why Slideshows? … Traffic! “Yahoo’s up again in comScore’s latest search rankings. Reason? It seems largely due to non- search ‘slideshow’ activity … Each click to get a new picture changes the URL to a new search query, thus making it seem the person did a new search — even though they really didn’t.” -- Jun 11, 20106
  7. 7. Not just Yahoos! Andrew Meares, chief photographer at The Sydney Morning Herald, reports that slideshows, which magnify ad impressions, have become very popular with online site visitors — more so than video. “Our video team pop the champagne with 5000+ views.Our top text stories of the week rate 80,000+,” he says. “Total slides pageviews to date are 1,214,918.” – Teaching Online Journalism7
  8. 8. And besides traffic? The SLIDESHOW as we envisage its use here is the perfect tool to make use of what is the Move Network’s principal store of freely available content assets – photos and home data We have libraries of photos – and associated data -- that other content sites can only dream about The unique Move Network slideshow can take these assets and use editorial context to enable them to generate engagement in a new, user friendly way – and, most importantly, provide an exciting way of generating leads for our consumers8
  9. 9. Here’s something basic Simple Ad integration in Slideshow9
  10. 10. Here’s anotherAdverts are inserted throughout the slideshow10
  11. 11. Sponsorship applicationHere’s a sponsorship for J C Penney integrated into the slideshow11
  12. 12. Packing them inKeep the ads coming in all locations Banner and separate right rail Buyout of both positions Google Banner Google Ads all over12
  13. 13. So …It’s easy to see how useful such curation of content – addingeditorial to content assets -- is to Consumer Ad Sales, since youcan slip ad into the slideshows and have them sponsored.But what about Lead Generation?Yes. That’s possible too since the photo inthe slideshows can link to LDPs13
  14. 14. Only one example of this tacticThe slideshow example that follows in the next section is justone way of providing context to our existing assets witheditorial curation.Also, while this slideshow is an advanced example of what’spossible, and would depend on us making a commitment totag our photos more extensively, we can start small usingexisting tags (some later slide show ideas in this deck willshow this) to use curated content in slideshows to backcampaigns, or to disseminate data, and from there iterate tothe more complex products14
  15. 15. The Full Picture What a Move Network slideshow might look like15
  16. 16. Editorial sets the story16
  17. 17. Slide created by editors17
  18. 18. Slide created by editors18
  19. 19. Slide using content assets19
  20. 20. An advertizing slide20
  21. 21. Slide created by editors21
  22. 22. Using assets22
  23. 23. Using assets23
  24. 24. Using assets24
  25. 25. Slide created by editors25
  26. 26. An advertizing slide26
  27. 27. Using assets27
  28. 28. Using assets28
  29. 29. Keep on clicking …..29
  30. 30. The Elements The Move Slideshow’s component parts30
  31. 31. The Slide TypesThree main types •The assets slide •The Editorial slide •The Advertising slide31
  32. 32. The Editorial SlideTwo types hereThey set and maintain the theme for the slideshow32
  33. 33. Header SlideTells the viewer what the slideshow is about– it’s the “cover,” the “front page”It is created by a Content Team Editor• It will have a short engaging title• A subtitle to carry relevant keywords associated with the theme of the slideshow• An ―upfront‖ paragraph – expanding the theme, encouraging viewing/action and value prop33
  34. 34. Body SlideBasic components are a photo, related text and ad unit This content is created by an editor 2 copy elements • Engaging magazine-style long photo caption • Related ―TIP‖ Other Elements Like/dislike button Facebook Share button Links – both to content and other areas of Move Network sites and outside courtesy links34
  35. 35. Photos for Editorial Slides We already have access to Remodelista home design photos and use them in blogs Also if we set up and encouraged a designer community on, (just like ELLE magazine) – with profile pages and links to design sites – we could build and access a major library of photos35
  36. 36. Ad Photos for Editorial SlidesKilling two birds with one stone we can also arrange with companies to use their catalogue photosin advertorial/editor selected advertising slides to a consumer sales opportunity as well as aneditorial experience a la Lucky. It’s even IKEA smarts possible to The Swedish powerhouse, a go-to source for inexpensive, well-designed furniture and make full accessories, proves once again that its products are as clever as they are functional with its line slideshows of slim, space saving, wall-mounted bins in its RETUR recycling line, $7.99-$19.99 in Tip: With recycling rules varying from town to conjunction town, IKEA’s RETUR bins can create a custom with sorting area that blends right into the wall of a bright and lively kitchen like this one. companies like Target, Home Depot, IKEA and others36
  37. 37. Ad SlidesWe sell the full slide space to an advertiser, a sponsor or use house ads To take full advantage we should build to allow the inclusion of interactive ads that encourage viewers to click these ads to see video, download apps etc.37
  38. 38. Realtor generated slidesSame look as editorial body slide but with a bit more back end complexity Data Merge Tagged Photo Content Unit38
  39. 39. The Realtor PhotosPhotos we have – plenty of themNeed to tag so we program editorial selections– ―kitchen‖ ―bedroom‖ ―modern‖ etcImportant tag-- is photo good? Sales force first line of editorial control Editorial Mechanical Turk second – how we ensure tagging and photo quality of available library39
  40. 40. Realtor CopyTwo components – the slide description and the filler (tip, fact or other tagged micro content unit)40
  41. 41. Slide Description CopyWe will not use Realtor’s beauty descriptions but plug data into a variety of templated forms41
  42. 42. Facts and TipsContent units used to fill in under a minimal house slide text.We can write a 100 or more of these and they can be called to fill space and provide sales or link ops. Note About Use: So for instance, if the bathroom we show in the slide is from a ―ranch‖ home, rules will specify that a fact or tip related to ―ranch‖ will be the first fact/tip called to the space. If a ―ranch‖ tagged fact or tip doesn’t exist, or the ones tagged in that ―ranch‖ category that have been used previously in the same slide show, rules will cause a more general fact/tip related to homes or real estate will be called.42
  43. 43. Realtor Slide FunctionalityTwo cases:House on MarketHouse not on MarketThis is a decision we can make later onObviously we would program to use photos from houses on market firstBut we may want to feature houses (with a link to the realtor’s profile page) that a lot ofpeople like.And we may need these photos to fill out a slideshow theme.43
  44. 44. The invitation – Click CandySpeaks for itselfInvitation to view more slideshows44
  45. 45. The Anatomy of a Show Putting it all together45
  46. 46. Slideshow sizeIdeally it should be about 15 slides• Cover and final• Ad Sales slides (2)• Edit ―Body‖ slides (4)• photo assets slides (6/7)46
  47. 47. SequencingSequence is important to set and keep focus and maintain engagementA suggested sequence:1. Header2. Editorial body slide3. Editorial body slide4. Realtor photo slide5. Ad slide6. Editorial body slide7. Realtor photo slide8. Realtor photo slide9. Editorial body slide10. Ad slide11. Realtor photo slide12. Realtor photo slide13. Realtor photo slide14. Final – Invitation to click more47
  48. 48. What to do with it?48
  49. 49. Link it from a homepage49
  50. 50. Facebook, Blogs and Syndication50
  51. 51. Can use slide show tool for other content The most expensive U.S. housing markets Newport Beach, Calif. Palo Alto, Calif. Homes for sale in Newport Beach, Calif., La Jolla, Calif. In Palo Alto, Calif., the average listing Rye, N.Y. have an average listing price of $1.83 In La Jolla, Calif., the average listing million, the highest in the U.S., according price for homes is Francisco price is $1.48 N.Y., homes for sale the for anSan Rye, million, according to list to average $1.21 million, A home is Report. in to the Coldwell Banker Coldwellprice of $1.33 million,shown for sale in the Haight Banker Home Listing according to the Coldwell Banker’s Home Listing Report. The according its RETUR recyclingBanker neighborhood in Coldwell line, $7.99-$19.99 data cover February to August and Home Home ListingSan Francisco. Ashbury Listing Report. Report. Average listing prices there are $1.33 specifically look at four-bedroom, two-bath houses. million, according to the Coldwell Banker Home Listing Report.r Tip: With recycling rules varying from town to Tip: With recycling rules varying from town to town, IKEA’s RETUR bins can create a custom Tip: With recycling rules varying from town, IKEA’s Tip: bins can create a custom from RETUR sorting area that blends With into the wall ofvarying town,town toRETUR bins can right recycling rules town to a right into recycling rules IKEA’s sorting area that blends Tip: With the wall of a varying bright and lively kitchen like thisRETUR bins can create a customfrom town to town, IKEA’s one. create a custom sorting area that bright and lively kitchen town, blends RETUR bins can create a custom sorting arealike this one.right into the wall of a that IKEA’s blends right into the wall of a bright bright and lively kitchenthat blends right into the wall of a sorting area like this one. and lively kitchen like this one. bright and lively kitchen like this one.51
  52. 52. A Slideshow can be used to back a campaign Say we want to target foreclosures: Slideshows can be created mixing foreclosure information and tips under a title such as: Foreclosures for $200,000 in Atlanta Foreclosures you can get for $300,000 Foreclosure Value This 5-bedroom house in an upscale community in south Lincoln has a sprawling, open floor plan. Each of the five bedrooms has a private bath and walk-in closet. Built in 2003, on a 3.25 acre lot the property lists for $192,500. Foreclosure Tip: When scouting decide whether the house is something you will resell or keep. Some houses can easily be repaired for reselling purposes because the next buyer can take care of the other details.52
  53. 53. iPhone and iPadWe can put the slideshow on apps – iPhone, Android and the iPadAnd of course the photos link back to the listing pages.53
  54. 54. iPhone Design ApsPeople are already paying for aps that are in essence slideshows of well designed homes54
  55. 55. Rollout Content, Ad Sales and Leads together in a Sticky Web55
  56. 56. ReadyContent is available to do slideshows immediatelyBasically if we have a slideshow set up – WLV devs say it’s a 1 week/2 week build – wecan go ahead and start creating slideshows with Remodelista content addingads/sponsorship from Consumer SalesWe can also leverage any sales related content into slideshows – IKEA, Target and so onAnd we can do editorial news slides based on photos and data filtering usingtheir existing tags for slideshows such as “Homes for Under $250,000 in Los Angeles,”“The Most Expensive Homes in America” “Foreclosures for under $200,000 in Georgia”and so on.56
  57. 57. SteadyI we get the basic slide out on pages and they generate traffic and PVs we can decide toinvest in more extensive tagging of photos and data to generate moreslideshows.Couple of things here:Tagging process – sales level and Mechanical TurkData merge for content – pretty simple but copy needs to be clever to coverRules to ensure valid “live” photo selection availability57
  58. 58. Go!Builds to put it all togetherEditorial photo search (“lightbox”) to ensure photo availability – need to have 8/9CMS able to set rules for photo selection in each SlideshowCreate CMS templates for editorial content – photos and copyCreate Tip/Fact copy – build ability to merge to slides58
  59. 59. You’ve all seen slideshowsYou’ve played with themYou’ve wasted time on themThey suck you inThey’re click candy“The crack cocaine of the Web” sez Shannah Pittman, SEOThey’re searchable pages for UU traffic and they generate more PVs than article pagesThey’re very monetizable for ad sales and sponsorship…. so let’s get clicking59