Publishers Get ARM’ed:Attract, Retain and Monetize through Search

Perry 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 king

Attention is the most scarce

resource of the web

ROI = Return On Intent …

Publishing → Consumption

Push → Pull

Control → Empower users

SEARCH transforms information fromthe 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

Questions?

perrysol@microsoft.com