publishers get arm’ed: attract, retain and monetize...
TRANSCRIPT
Publishers Get ARM’ed:Attract, Retain and Monetize through SearchPerry SolomonSVP, Product Marketing – MonetizationFAST, A Microsoft® Subsidiary
Foundation: scalable search!
alltheweb.com – largest Web search index
FAST ESP launched
Re-focus on enterprise search
Gartner Magic Quadrant leader
Search-driven business value
Acquired by Microsoft
Next Generation Search Platform
Embracing The User Revolution!
Introduction to FAST
FAST Experience in Media & Publishing
Agenda
Entering the User Revolution
Online Business Imperatives: Attract, Retain and Monetize
How Search Enables Value
Publisher Examples
Recommendations
Content is king → User is kingAttention is the most scarce resource of the webROI = Return On Intent …Publishing → Consumption Push → PullControl → Empower users
SEARCH transforms information from the publishing to the user context
Entering The User Revolution
•
Attract new users and subscribers
•
Engage/Retain Users
•
Develop compelling and social experiences
•
Anytime, anywhere, multi-media, multi-channel
•
Build loyal communities
•
Increase up-take of subscriptions
•
Capitalize on the most valuable assets
•
Find new ways to monetize/new business models
•
Engage advertisers and partners
Competition Online Is More Intense
Traditional Revenue
Streams Are Vulnerable
Users Online Consume Media Differently Than
Offline Customers
Key Industry Challenges
Increase loyalty
Increase relevance, return visits and site stickiness
Increase page views, visits, and retention through better content discovery
Integrate user content to develop communities
Deliver content and ads personalized to visitor preferences
Win new audiences and advertisers
Launch compelling new experiences and value for coveted audiences
Improve SEO with content aggregation (Topics Pages)
Improve SEM through mining search logs
Convert horizontal users by enriching user experiences
Increase revenue and control costs
Create new revenue-generating offerings
Increase ad revenue, cost per click, conversion rates, and average order value
Cost-effectively exploit owned and third-party content; Minimize site update costs
How Search Helps: Attract, Retain, MonetizeSearch helps companies extract more revenue through better user experiences that
match customers to relevant assets (e.g., content, advertisers, community)
Attract New Users via Topics Pages
•
Editorially-driven topics, delivered by dynamically-generated search pages
•
Aggregate breaking news, analysis, archives, market data, multimedia, blogs, polls, etc., as well as related, 3rd-party content and websites
•
Showcase depth and breadth of content, drive users to high-value, exclusive areas of content
•
Up-to-date information –
refreshed with each viewing, without manual overhead
•
Improved SEO through deep links
•
Mine user behavior (via Search Logs) to enhance SEM and SEO, and discover new areas of content development
•
New “Search”
Brand: SPH Search (JV of SPH and Schibsted) launched Singapore’s first Local Search and Directory Engine in March 2008
•
Blending newspaper editorial content, local directory listings, images, people and maps
•
Business and editorially-tunable relevancy, blending freshness, geo-targeting, content and advertiser pricing
•
Monetize search traffic and develop new advertiser-friendly offerings through CPC advertising
•
Multi-platform delivery to mobile devices (mobile.rednano.sg)
Attract New Users through New Online Brands
Exclusive MultimediaEvents/
Calendar
Related News / Blog
Content
Business / People Listings
Retain Local Audiences More Effectively
Extend Brands Online to Monetize
•
Unlock and monetize full archives of over 200 years of content and images (20M articles, photos, advertisements, letters)
•
Key Search Capabilities:•
Multiple refinement options•
Boost results on headline/publish date•
Frequent, flexible refresh of content•
Keep customers online longer, with higher customer satisfaction
•
Free trial with registration, allowing for capture of user data to track and target more effectively
•
Revenue streams increasing
Content Enrichment: Web, TV, Images, Video, YP, News, UGC, Blogs
Universal Search from Single Search Box
Contexutally-Relevant Results, Across Engines
Mobile Adoption:Mobile-Specific Relevancy and Mobile-Specific Content Index
Be THE Authoritative Source On Content from Anywhere on Any Device
New Engagement Models on Multiple Platforms
Hyper-Local Segments
Automatic News
AggregationAutomated
Entity Extraction
Key Concepts
Automate Hyper-Local Targeting
Enhanced Search-Driven User Experiences
Personalized Portals Built on “Searchlets”:
Relevant content from a variety of collections
Flexible, dynamic presentation technologies delivers content in personalized experiences
Searchlets can also help with fact-extraction and analytics on your content. For example, by profiling your content base along different dimensions such as, people, geography, time, products, etc
Personalized Portals Built on “Searchlets”:
Relevant content from a variety of collections
Flexible, dynamic presentation technologies delivers content in personalized experiences
Searchlets can also help with fact-extraction and analytics on your content. For example, by profiling your content base along different dimensions such as, people, geography, time, products, etc
Embracing the User Revolution:Analytical and Personalized Portals
Recommendations
Embrace the User Revolution –
Put Users in Control
Build and Extend Brands around Local and Vertical Expertise
Invest in Organizational Readiness to Exploit New Engagement Models
Search-Driven Portals as a Platform for Conversational, Personalized User Experiences
Compete Fiercely to Ensure “Digital Pennies”
Belong to You –
Innovate Rapidly, Target Precisely and Learn from Users
