RIMC Iceland
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Transcript of RIMC Iceland
Newspapers
‘Alicein
Wonderland’
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Newspapers, internet and earning money
Hubert DiemelMarket Analyst, Wegener MediaVentions
Joost de ValkSearch Strategist, Onetomarket
The Netherlands
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Today's presentation
Who we are
Earning money with an online newspaper portfolio
How did Wegener choose a SEM partner
How to SEO a newspaper…
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http://images.google.com/images?hl=is&q=Wegener&btnG=Leita+a%C3%B0+myndum&gbv=2
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Who is ‘Wegener NieuwsMedia’
• Since november 2007 part of Mecom Group plc.
• Regional newspaper publisher, the biggest in The Netherlands (circulation 860.000)
• Including 7 online newspaper websites• Unique Visitors 1,6 million and Page-
views 45 million per month (STIR, november 2007)
• Annual turnover € 668 million
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Who is ‘Onetomarket’
• Online marketing firm, since 1999
• Offices in Arnhem (NL), Barcelona (ES),
Madrid (ES) and Berlin (DE)
• More than 50 online marketing specialists
• Speaking 8 languages natively• Services include: SEO, SEM, Link Building, E-Mail
marketing, Online advertising, Reputation Management
and online marketing consultancy
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What is Wegener MediaVentions
• Wegener MediaVentions is a central division responsible for business development, project management and support of the 7 online newspaper activities
• We’re helping our 7 newspapers with new ideas, marketing information and practical tips in marketing and sales areas
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Do we earn money ?
http://www.flickr.com/photos/hegarty_david/528598100/
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Would you buy an electric toothbrush ?
http://www.flickr.com/photos/7553795@N06/439219823/
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Would you buy an electric toothbrush ?
Supermarket test case,– toothbrushes and wine coolers– during 2 weeks online ads on 1 newspaper website
Toothbrush, 50% discount
Wine Cooler, x discount
NO advertising in printNO prominent position in the Supermarket
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Supermarket results
Investment Supermarket: € 0,=
Week 1: > 60 sold wine coolers
Week 2: > 600 toothbrushes sold
A very satisfied advertiser
Contract until the end of 2009, worth € 40.000,=Success = online reach
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Cross-media Information campaign
http://www.flickr.com/photos/7521032@N04/1412172252/
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Cross-media Information campaign
• Rebuilding the Deventer Hospital• Inform patients and interested parties
– April 2007 / March 2008
• Monthly information page in our newspapers
• Online special with up-to-date hospital and newspaper news
• Availability of an CMS, for the hospital communications department
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Cross-media results
Investment Wegener € 1.500
Banners and text links sold > € 12.000
2 x video reports sold € 2.000 Click ratio Banners 1% Success = online reach
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Would you follow the lead ?
http://www.flickr.com/photos/zen/268856737/
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Would you follow the lead ?
Co-ownership of the website BenZeker.nl
Comparison website with financial productsProducts: mortgages, loans, savings, insurances
Model is ‘Lead-generation and clicks’ 50/50
Continuous newspaper ad-campaign
Online ads on all 7 newspaper websites
Start November 2007
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Lead-generation results (1 month)
Investment Wegener: € 2.500 total
Unique Visitors 8.000 and 3.600 paid clicks
Car insurance, 40 quotesMortgages, 16 appointments with a broker
We need to fine-tune and give continuous media attention
to grow.
Success = online reach
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So, do we earn money with our online newspaper portfolio ?
YES we do
http://www.flickr.com/photos/hegarty_david/528598100/
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Search engine marketing partner
http://www.flickr.com/photos/christianoneto/1640957850/
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The search for a SEM partner
More visitors, more pageviews, more advertisers
Better R.O.I.
Timetable:
2007, SEO and SEA, optimization 2008, newspaper sites online, aggressive market approach
2009, strong relationship with visitors and advertisers
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The search for a SEM partner
What is SEM, ask questions
Visit experienced SEM users/companies and listenInvite 4 SEM companies for a pitch
Why ‘One To Market’– their Experience– their Motivation– their Price
– Our gut feeling
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What about ‘Alice’
http://www.flickr.com/photos/kirstiecat/2112154506/
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How to SEO a newspaper…
Most newspapers that go online are authorities in
and of itself
You “just” have to fix some technical issues
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How to SEO a newspaper…
After that it’s all about awareness and the
mindset
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First: the technical stuff
Getting the
front page
indexed is easy
http://flickr.com/photos/hoder/9365819/
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Are your archives dusty?
But what about the
archives?
http://flickr.com/photos/sigma/37083145/
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Links, links, links…
It’s all about (internal)
link structure
http://flickr.com/photos/joshsommers/958642299/
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Duplicate content
While preventing duplicate content
http://www.google.com/search?q=intitle:%22Bush+fights+for+relevancy+in+last+state+of+the+union%22&hl=en&pws=0&filter=0
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Show some results
1,5 months after release of the “simple technical stuff”:
40% traffic increase from organic search
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Tagging
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Use your network!
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Be aware of the competition
5.7 million readers!
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The hardest part:
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Make this guy
http://flickr.com/photos/ljesmith/292424850/
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Understand this stuff
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To rank well
The newspaper has to become
part of the web
And not just an observer