Publishers Get ARM ed: Attract, Retain and Monetize through Search. Perry Solomon SVP, Product Marketing Monetization FAST, A Microsoft Subsidiary

Transcription

1 Publishers Get ARM ed: Attract, Retain and Monetize through Search Perry Solomon SVP, Product Marketing Monetization FAST, A Microsoft Subsidiary

2 Introduction to FAST 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!

3 FAST Experience in Media & Publishing

4 Agenda Entering the User Revolution Online Business Imperatives: Attract, Retain and Monetize How Search Enables Value Publisher Examples Recommendations

5 Entering The User Revolution 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 from the publishing to the user context

6 Key Industry Challenges Competition Online Is More Intense Attract new users and subscribers Engage/Retain Users Develop compelling and social experiences Traditional Revenue Streams Are Vulnerable Anytime, anywhere, multi-media, multi-channel Build loyal communities Increase up-take of subscriptions Capitalize on the most valuable assets Users Online Consume Media Differently Than Offline Customers Find new ways to monetize/new business models Engage advertisers and partners

7 How Search Helps: Attract, Retain, Monetize Search helps companies extract more revenue through better user experiences that match customers to relevant assets (e.g., content, advertisers, community) 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 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 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

8 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, 3 rd -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

9 Attract New Users through New Online Brands 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)

10 Retain Local Audiences More Effectively Business / People Listings Events/ Calendar Exclusive Multimedia Related News / Blog Content

11 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

12 New Engagement Models on Multiple Platforms Be THE Authoritative Source On Content from Anywhere on Any Device Universal Search from Single Search Box Contexutally-Relevant Results, Across Engines Content Enrichment: Web, TV, Images, Video, YP, News, UGC, Blogs Mobile Adoption: Mobile-Specific Relevancy and Mobile-Specific Content Index

13 Automate Hyper-Local Targeting Automatic News Aggregation Automated Entity Extraction Key Concepts Hyper-Local Segments

14 Enhanced Search-Driven User Experiences

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16 Embracing the User Revolution: Analytical and Personalized Portals 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

17 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

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