Newspapers 'Alice in Wonderland' ? - Mbl

prudencecoatInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

78 εμφανίσεις

Newspapers


‘Alice

in
Wonderland’


2


Newspapers, internet and
earning money








Hubert Diemel

Market Analyst, Wegener MediaVentions

The Netherlands

3

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…

4

http://images.google.com/images?
hl=is
&
q=Wegener
&btnG=Leita+a%C3%B0+myndum&gbv=2

5

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

6

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


7

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

8

Do we earn money ?

http://www.flickr.com/photos/hegarty_david/528598100/

9

Would you buy an electric toothbrush ?

http://www.flickr.com/photos/7553795@N06/439219823
/

10

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
print

NO prominent position

in the Supermarket

11

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

12

Cross
-
media Information campaign

http://
www.flickr.com/photos/7521032@N04/1412172252
/

13

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

14

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


15

Would you follow the lead ?

http://www.flickr.com/photos/zen/268856737/

16

Would you follow the lead ?

Co
-
ownership

of the website BenZeker.nl

Comparison website with financial products

Products: 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

17


18

Lead
-
generation results
(1 month)

Investment Wegener:


2.500 total


Unique Visitors
8.000
and
3.600 paid

clicks

Car insurance,
40

quotes

Mortgages,
16 appointments

with a broker


We need to fine
-
tune and give continuous media attention
to
grow
.


Success = online reach

19

So, do we earn money with our
online newspaper portfolio ?


YES

we do

http://www.flickr.com/photos/hegarty_david/528598100/

20

Search engine marketing partner


http://
www.flickr.com/photos/christianoneto/1640957850
/

21

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

22

The search for a SEM partner

What is SEM, ask
questions

Visit experienced SEM users/companies and
listen

Invite 4 SEM companies for a pitch


Why
‘One To Market’


their Experience


their Motivation


their Price


Our
gut

feeling

23

What about ‘Alice’


http://www.flickr.com/photos/kirstiecat/2112154506/

24

How to SEO a newspaper…

Most newspapers that go online are
authorities

in

and of itself


You “just” have to fix some
technical issues


25

How to SEO a newspaper…



After that it’s all about
awareness

and the

mindset


26

First: the technical stuff

Getting the

front page


indexed is easy







http://flickr.com/photos/hoder/9365819/

27

Are your archives dusty?

But what about the

archives?







http://flickr.com/photos/sigma/37083145/

28

Links, links, links…

It’s all about (internal)

link structure







http://flickr.com/photos/joshsommers/958642299/

29

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

30

Be aware of the
competition








5.7 million readers!

31

The
hardest

part:

32

Make
this guy

http://flickr.com/photos/ljesmith/292424850/

33

Understand
this stuff

34

To
rank well

The newspaper has to become
part of the web

And not just an
observer