Falkingham-Desperatelyseekingbusinessprofessionals

interactive community publishing  Desperately seeking business professionals DPA Conference 2007 Darren Falkingham Marketing Manager Sift Media siftmedia‘s portfolio of online business communities includes:      www.accountingweb.co.uk www.financeweek.co.uk www.businesszone.co.uk www.mycustomer.com www.knowledgeboard.com     www.accountingweb.com www.ukbusinessforums.co.uk www.hrzone.co.uk www.trainingzone.co.uk 100 Victoria Street Bristol BS1 6HZ United Kingdom www.siftmedia.co.uk info@siftmedia.co.uk © 2007 siftmedia About Sift Media  B2B publisher with nine online titles: — — — — — — — — — www.accountingweb.co.uk (UK) www.accountingweb.com (US) www.businesszone.co.uk www.ukbusinessforums.co.uk www.financeweek.co.uk www.hrzone.co.uk www.trainingzone.co.uk www.mycustomer.com www.knowledgeboard.com interactive community publishing     over 250,000 registered members 2 million+ emails issued per month (over 50 newswires) £3 million revenue forecast for 2007 www.siftmedia.co.uk Sift Media‘s commercial model interactive community publishing B2B editorial content Online professional networking Community interactivity = Advertising inventory = Online channel to market Our USP = extensive & profiled database of business professionals Community interactivity interactive community publishing     Any Answers Article commenting Diaries & blogs ‗Pure‘ forums  Any Answers metrics from AccountingWEB.co.uk — Questions posted: 3,501 YTD — Answers posted: 12,893 = 71 per day (5 day week) — Total page impressions: 1,418,000 YTD  Forum metrics from UKBusinessForums.co.uk — New threads: 14,266 YTD — New posts: 123,361 = 487 per day (7 day week) — Total page impressions: 4,430,000 YTD Achieving the win-win interactive community publishing  Community interactivity gives the members: — — — — access to content with real business value ‗kudos‘ and recognition in the community networking opportunities greater feeling of trust in the community  Community interactivity gives Sift Media: — — — — profiled members page impressions user-generated content ‗sticky‘ websites, first port-of-call  …but nurturing community interactivity is demanding! — post-moderation of user-generated content — keeping up with technology Any Answers example interactive community publishing Any Answers example interactive community publishing UK Business Forums example interactive community publishing UK Business Forums example interactive community publishing Advertising examples – On-site inventory interactive community publishing Advertising examples – On-site inventory interactive community publishing Advertising examples – On-site inventory interactive community publishing Advertising examples – Newswire inventory interactive community publishing Distribution examples interactive community publishing Thinking about Lawrence‘s quote from KeyNote: ―There are strong indications that the next 3 years will see an accelerated move into the provision of specific business intelligence products for the markets served by the leading business press publishers.‖        ICC Information GAAPweb CareerBuilder PTP Consulting BusinessesForSale Reseller directories e-Commerce Company & credit data Jobs board (Financial) Jobs board (HR, Training, etc) Professional training Buying, selling and franchises VARs in a number of sectors Third-party products Distribution examples – ICC Information interactive community publishing Distribution examples – e-Commerce products interactive community publishing Distribution examples BusinessesForSale interactive community publishing My 5 Rs of online publishing interactive community publishing Reach Relevance Recognition Response Return 1. The total circulation of a media platform 3. The creation of recognition and awareness by positioning brands against original editorial content … which is both topical and practical for the relevant audience 5. The ability to match campaign costs precisely to response rates and subsequent sales / ability to tailor future editorial content 2. The proportion of that circulation relevant to the advertiser / editor 4. The direct and transparent actions of the audience to the campaign offer made by advertisers / article written by the editor Pre-Web commercial models interactive community publishing millions Business publishing space Trade magazines Size of audience 100,000s 10,000s Printed directories Added value data products 100s Controlled circulation Subscription ‘Pay-per-view’ Pre-Web commercial models interactive community publishing millions Business publishing space Centaur, Haymarket Size of audience 100,000s 10,000s AP Information, Wilmington D&B, Experian 100s Controlled circulation Subscription ‘Pay-per-view’ The impact of online Online B2B communities interactive community publishing millions Business publishing space Size of audience 100,000s Online directories Added value data products Traditional print audience falling 10,000s 100s Controlled circulation Subscription? ‘Pay-per-view’ Going back into offline! interactive community publishing  Blending offline activity with online communities Online Offline Jan Feb Mar Apr Key success factors in the shift to online B2B communities interactive community publishing  Attract — original (and practical) editorial content, ‗findability‘  Engage — facilitate social networking, create a trusted environment  Commercialise — sell ‗access‘ to buying audiences, act as a distributor What does this mean for data publishers? interactive community publishing  Attract — original (and practical) editorial content, ‗findability‘  Engage — facilitate social networking, create a trusted environment  Commercialise — sell ‗access‘ to buying audiences, act as a distributor  Data publishers should look to partner with established online B2B communities: …access a channel to market …in a trusted editorial environment …with a regular audience dialogue …and transparent campaign response interactive community publishing  Desperately seeking business professionals DPA Conference 2007 Darren Falkingham Marketing Manager Sift Media siftmedia‘s portfolio of online business communities includes:      www.accountingweb.co.uk www.financeweek.co.uk www.businesszone.co.uk www.mycustomer.com www.knowledgeboard.com     www.accountingweb.com www.ukbusinessforums.co.uk www.hrzone.co.uk www.trainingzone.co.uk 100 Victoria Street Bristol BS1 6HZ United Kingdom www.siftmedia.co.uk info@siftmedia.co.uk © 2007 siftmedia