News Websites Marketing Strategy - EBriks Infotech

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News Websites Marketing Strategy - EBriks Infotech

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What Your Online News Audience looking for ?:

What Your Online News Audience looking for ? News Websites online Marketing Strategy

Who IS the Audience?:

Who IS the Audience? How do you go about knowing your audience? What you need to know and why about who they are and how they “consume” online news? How do you serve and grow your audience?

How do you go about knowing your audience? :

How do you go about knowing your audience? Tools Techniques Data Analysis Other Strategies

Techniques:

Techniques Fielding Panel Random Digit Dial (RDD) Online Server Random Collection Meter Survey

Tools:

Tools Volumetric Measures Market Research Ad Planning Qualitative Measures Site Centric (Web) Analytics

Volumetric Measures:

Volumetric Measures Data Providers Nielsen//NetRatings Hitwise Complementary Service Search!! Data is purchased from ISPs ComScore Direct competitor Market Research Most media clients use it for panel size and local reporting

Why it is used…:

Why it is used… Ad Sales The biggest number!!! Competitive Benchmarking Less important Strategic Research Least important

Market Research:

Market Research Custom Forrester, etc Strategic Everything is a tool, they just sit on top of it Answers “The Big Questions” Highest $$ per project Survey Research Harris, Greenfield, FGI, SSI, Etc Models DIY (client builds it then turns it over) Consultative (spec, serve, analyze)

Ad Planning Tools:

Ad Planning Tools Syndicated Studies MRI (magazine) @Plan (internet) Scarborough (newspapers) Ad Tracking AdRelevence (internet) Advertising Effectiveness Ad Servers View through/click trough Dynamic Logic Style Test and control methodology Normative Database

Qualitative Tools:

Qualitative Tools Focus Groups Usability testing etc In person Remote - Vivadence

Site Centric Analytics:

Site Centric Analytics Server Side Measurement “Tagging” or “Cookies” Measurement Audience: # of browsers by way of cookie Pages: # of requests Providers Omniture SiteCensus (N//NR)

Research Methods:

Research Methods Regression Why Things Happen Relationship between multiple independent variables and a dependent variable Segmentation Who People Are Understanding the differences in the audience leads to better user experience

What you need to know and why, about who they are and how they “consume” online news?:

What you need to know and why, about who they are and how they “consume” online news? Who they are… What they do… How’s it changing…

Current Events & Global News Top-line Audience Metrics:

Current Events & Global News Top-line Audience Metrics Source: Nielsen//NetRatings NetView Service, September 2006

Current Events & Global News Index Against Total Online Population:

Current Events & Global News Index Against Total Online Population Source: Nielsen//NetRatings NetView Service, September 2006

Current Events & Global News Unique Audience (000) Trend:

Current Events & Global News Unique Audience (000) Trend Source: Nielsen//NetRatings NetView Service

Current Events & Global News Page Views (000) Trend:

Current Events & Global News Page Views (000) Trend Source: Nielsen//NetRatings NetView Service

Current Events & Global News Time-per-person Trend:

Current Events & Global News Time-per-person Trend Source: Nielsen//NetRatings NetView Service

Loyalty Indicators:

Loyalty Indicators Site Share of Active Days % Retention Rate % AP 14 49 CNN 25 58 LA Times 10 37 MSNBC 21 58 NPR 10 27 USA Today 14 46 WSJ Online 12 31 Yahoo! News 25 66 Source: Nielsen//NetRatings NetView Service. Work, September 2006

Engagement:

Engagement Source: Nielsen//NetRatings NetView Service. Work, September 2006

Visitors To General News Sites Frequently Provide Advice On…:

Visitors To General News Sites Frequently Provide Advice On… Source: Nielsen//NetRatings @Plan Service, Fall 2006

Visitors To General News Sites Enjoy The Finer Things…:

Visitors To General News Sites Enjoy The Finer Things… Source: Nielsen//NetRatings @Plan Service, Fall 2006

Visitors to General News Sites Just Can’t Get Enough News…:

Visitors to General News Sites Just Can’t Get Enough News… Source: Nielsen//NetRatings @Plan Service, Fall 2006

Broadband is More Prevalent:

Broadband is More Prevalent Source: Nielsen//NetRatings NetView

More Users, More Usage:

More Users, More Usage Source: Nielsen//NetRatings NetView

Growth in Video Content:

Growth in Video Content Wall St. Journal – 10/07/06

Emergence of “My.Internet” or “Web2.0”:

Emergence of “ My.Internet ” or “Web2.0” “My.Internet” are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.

Key Questions:

Key Questions “Who the heck are these kids?” “What are they really looking for in a website?” “Oh man, does this mean I have to advertise to them differently?” “Do I have to worry about how they feel about my site? Please say no...”

So Who Are These People?:

So Who Are These People? Clicked on an online advertisement Downloaded a full length video, such as a TV show or movie Downloaded a podcast Downloaded a video clip Listened to streaming audio Made a podcast Participated in an online community, such as MySpace, Friendster, LinkedIn or Facebook Posted a blog Read a blog Read an RSS feed Watched streaming video

What Are They Saying?:

What Are They Saying? Now that’s what I call new media My.Internet: 16% Dude, I was doing that in 2003 Old, New Media: 37% You are so, like, 2000 I'll Do Nothing And Like It: 47%

How Are They Consuming Media Online?:

How Are They Consuming Media Online? Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300 Average Metric: Index against overall respondent average

For The Most Part My.Internet Likes The Same Sites As Everyone Else:

For The Most Part My.Internet Likes The Same Sites As Everyone Else My.Internet Old, New Media I'll Do Nothing And Like It Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300 Q: What is your favorite news and information website? (Open ended)

Loyalty, However, Is Not Their Strong Suit:

Loyalty, However, Is Not Their Strong Suit Source: Nielsen//NetRatings Netview Service. Work, April 2006 Metric: Number of News and information sites visited by visitor to “Brand A”

Enable The Mash-Up…:

Enable The Mash-Up…

…And This Is What You Get:

…And This Is What You Get

Key Finding: Be Not Afraid:

Key Finding: Be Not Afraid There is a new class of Internet users, but it turns out that they are pretty much the same as the old ones. They… Are younger and more internet media centric Are more engaged Less loyal than average Seem to like the same sites as everyone else For Publishers: The winners will let them be in control of both content and their advertising experience.

The Effects Of RSS On News Sites:

The Effects Of RSS On News Sites What The Heck Is RSS Doing To My Site? “I used RSS as a novelty at first, now find the data aggregation it provides time saving. I have a couple of sites I trust, but I’ve been expanding.”

Key Finding:

Key Finding While RSS has different affects depending on specific site strategy, there appear to be two constants in the way RSS use changes the ways consumers interact with media properties online. At least in the initial period of use, RSS seems to increase overall media engagement. This includes with familiar sites, as well as broadening site use to sites outside of the top 20 media properties. Although the reason is unclear, those consumers who use RSS seem to have less overall satisfaction with the media sites that they do visit.

RSS Users Aggressively Use Current Events and Global News Information:

RSS Users Aggressively Use Current Events and Global News Information Metric: Minutes per month

RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users:

RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users Metric: Average number of Current Events and Global News sites visited in a month

While They Still Read The Top Media Sites, RSS Users Expand Outside Of The Top 20:

While They Still Read The Top Media Sites, RSS Users Expand Outside Of The Top 20 Metric: Visits per person per month

Most RSS Users Do Not Even Know They Are Using RSS:

Most RSS Users Do Not Even Know They Are Using RSS Metric: Percent of behavioral RSS users who answer that they use RSS

RSS Awareness is Reflected in Length Of Online Tenure and Gender:

RSS Awareness is Reflected in Length Of Online Tenure and Gender 78% Male 48% Online before ’94 46% College Grad+ 25% $100k + 17% Uses Gecko Engine Web Browsers (FireFox, Netscape etc) 17% 18 to 34 Years Old 54% Male 36% Online before ’94 53% College Grad+ 27% $100k + 15% Uses Gecko Engine Web Browsers (FireFox, Netscape etc) 25% 18 to 34 Years Old 46% Male 34% Online before ’94 43% College Grad+ 22% $100k + 5% Uses Gecko Engine Web Browsers ( FireFox , Netscape etc ) 16% 18 to 34 Years Old Uses RSS Aware Of RSS Use Yes Yes No No

Unaware Users Frequently View RSS As Going to The Source Itself:

Unaware Users Frequently View RSS As Going to The Source Itself The source itself A site that brings together a number of news sources A site that allows me to personalize the news sources I see A RSS reader either built into your browser or as an application A search engine Email newsletters Other Aware RSS User Unaware RSS User Not A RSS User Q: When you read news online, which of the following sources do you use to read a news story most often? (please select one)

Even Those Who Are Unaware of Use Are Influencers:

Even Those Who Are Unaware of Use Are Influencers Aware RSS User Unaware RSS User Not A RSS User I am more comfortable with technology than most of the people I know I frequently send links to new interesting websites to friends and family I frequently send links to news stories to friends and family I typically buy new technology before friends and family I typically sign up for or download new Internet services before friends and family I frequently send links to interesting new products to friends and family People come to me to find out about new websites I frequently access the Internet from devices other than a laptop or desktop computer Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top 3 Box]

All RSS Users Are “Newsies” :

All RSS Users Are “ Newsies ” Q: When you go online for news and information, which of the following types of information do you typically read? (please select all that apply)

Availability Is Key, However Aware Users Look To Search, While Unaware Users Look For Timeliness:

Availability Is Key, However Aware Users Look To Search, While Unaware Users Look For Timeliness Q: Why do you use the Internet for news and information (please select all that apply)

The Role Of Greater Awareness In The RSS User Experience:

The Role Of Greater Awareness In The RSS User Experience No Awareness Moderate Awareness Full Understanding Levels of Engagement Size Of Population My Yahoo! Use RSS Reader Use Content Added Aggressively Content Saturation Reached RSS Efficiency Awareness Develops Content Equilibrium Reached

Take Aways…:

Take Aways … Relationship RSS undeniably changes the ways consumers interact with a media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic. The Future Current evidence suggests that near-term effects may not last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.

Questions?:

Questions?