anne driscoll presentation
DESCRIPTION
When Free Isn't Free Enough - Transitioning from Free to Freemium in the Consumer SpaceTRANSCRIPT
“FREE OF FREEMIUM, THINGS ARE STARTING TO LOOK UP AT NING”
Taylor Bueley Forbes, August 20, 2010
Every group, business and organization needs a website.
Online users visit social networks in 2010
58%
2014201320122011201020092008
52%
58%
64% 65% 66%61%
42%
SOCIAL HAS GONE MAINSTREAM
Source: U.S. Social Network Users, eMarketer – April 2010
Every website will be social.
NING MAKES IT EASY TO BE SUCCESSFUL
• Creative freedom and control
• Seamless social integration
• Robust, scalable open platform
• Turn-key monetization solutions
• Powerful data and insights
• Complete privacy control
THE WORLD’S LARGEST PLATFORM TO CREATE CUSTOM, POWERFUL SOCIAL WEBSITES
NING IS THE HUB OF YOUR WEB AND SOCIAL ACTIVITY
THE DECISION
NING CUSTOMERS @ APRIL 2010
15,000
325K /1.1 million
80%
20%
PREMIUM
FREE (active/total)
TRAFFIC
DIFFERENT CUSTOMERS
…DIFFERENT NEEDS
<5% Conversion to PremiumLow Effective CPM
Leverage Advanced Features & Customization
FREE PREMIUM
OUR GOAL: Build the very best product for our customers and align our resources to support profitability.
ROLLOUT
3 NEW PLANS FOR DIFFERENT CUSTOMERS
14
NEWS AND ANNOUNCEMENTS
April2010
August2010
End to free networksApril 15, 2010
Pearson PartnershipJune 24, 2010
New Revenue ChannelsJune 16, 2010
Announce Plans & Education SponsorshipMay 4, 2010
Mini Plus ProLaunch July 20,2010
WEGO Partnership July 19, 2010
Public announcements supported by •Steady Drumbeat of customer communications•New feature releases every 2 weeks•Ongoing discussions on our Creators Site
”“Finally! You guys are
listening! Great decision and I can’t wait for the New Ning! We’ve got your back.
Source: customer email
RESULTS
FOR US IT WORKS
• Tied revenue to our customers’ success • Shed the cost and complexity of being
an uber-publisher• Clarified our product position and target
customer• Gave us the freedom to invest in
building the BEST product for our customer
74 million
Source: Google Analytics Sep 15 – Oct 15 2010
CONVERTED NING CUSTOMERS
MONTHLY UNIQUE VISITORS
BY THE NUMBERS
70,000
MONTHLY NEW CUSTOMERS
5,000 90 % of our former traffic
A NEW ROADMAP & FOCUS
Fast, reliable, cost-efficient infrastructure
Network Creator
control & visibility
Engaging and
delighting members
Integrated monetizatio
n
Platform access & 3rd-party
connectivity
AN OPEN APPROACH TO INTEGRATION & PARTNERS
SOCIAL INTEGRATION
CUSTOM APPLICATIONS
NING EXTENSIONS
MOBILE PARTNERS
INTEGRATED MONETIZATION
ANALYTICS