drupalcon 2009 - paris - winning business strategy edipresse
DESCRIPTION
In 3 years the digital departement of edipresse succeed wih its media strategy to have profitable classic media website.TRANSCRIPT
WHO IS EDIPRESSE ?
An International Media Company with200 newspapers or magazines all over the world In Europe & Asia
SWISS FLAGSHIP NEWSPAPERS
49% edipresse
SWISS FLAGSHIP MAGAZINE
EDIPRESSE SWISS ONLINE ACTIVITIES
« Classic »Media
Website
ClassifiedWebsite
11 websites 200’000 uniques visitors by days
Dating 1st swiss website
Job 1st french swiss website
Housing -1st swiss website
MEDIA CRISIS
CLASSIC MEDIA WEBSITE.CRISIS !!!!
2007A – Ads : The print to web conversion for advertiser is low : when a classic print advertiser spent 100, it spend only 10 on the web.
B – Classic Ads display is not enough.
C –Online information is free.
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Need to be fast
Need stability and simplicity
Need to be LOWCOST
WHAT WE NEEDED ?
11 WEBSITES WITH DRUPAL IN 18 MONTHS
Test phase with Magazine Website ( 1’000’000 pages views)Test phase with Magazine Website ( 1’000’000 pages views)
Femina.ch LesQuotidiennes.com
Dec 07Dec 07 May 08May 08
NashaGazeta.ch
Industrial phase with Edipresse Media Website (30’000’000 pages views)Industrial phase with Edipresse Media Website (30’000’000 pages views)
Tdg.ch 24heures.ch Lematin.ch Terreetnature.ch Bilan.ch
Jun 08Jun 08 May 09May 09
+ 3 others website
24 HEURES.CH60 days
30’000 unique visitors / day
TDG.CH60 days
50’000 unique visitors / day
LEMATIN.CH40 days
90’000 unique visitor/day
Stable & Simple
Fast
..WINNING CHAIN
New Ads Product like Corner (website)
For advertiser
Allow good seo work
NEW REVENUE : ESCAPING FROM ADS DISPLAY
Some example of new adversting on our website « Corners » (1/2)
Définition• Sponsored thematics
• Long term link between the partner and the field of expertise (life insurance & health, housing and real estate)
Content• Neutral journalistic content with Partner’s
credibility
• Feed by Edipresse and The Partner
• Mini Website with deep level of navigation
Drupal give us the power to quickly build complete new website with all the function in a package.
I 15Digital
= Corners = (2/2)
Promotion• Permanent presence on our website
• Direct access with the classic navigation of the online newspaper
Search Engine effect• Google Friendly
• Google Page Rank from our website give credibility to the corner too
• Links from the partner’website
I 16Digital
= Newsletters =
I 17Digital
Content
• Client’s thematic
• Done by Edipresse with Drupal modules(text, images & videos)
Promotion
• Sent by our mailing system
= Widget =
I 18Digital
Définition
• Dynamic insertion
• Web 2.0 interaction with Internaute
• Not linked to the website
Content
• Client’s application
• Done by the client
• Content selected by the internaut
= Service Integration =
I 19Digital
Définition
• Give a service to the client
• Contextual : linked to the content
• The partner is associated to the service
Content
• Done by client
• Example : When LeMatin.ch speak about a concert in Geneva. A link appear and ask to the client if he want to go the Concert in Train, Car,….if he select train it’s the service widget of Swiss RailRoad wich appears
NEED TO BE MORE SEXY FOR ADVERTISER &
USERS
FOCUS ON MOBILITY PROJECT ..
WHAT SERVICES DO YOU BRING WITH YOUR
CONTENT ?
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A journalist write a story about the montreux jazz festival
Drupal have a list a event(s) linked to mobility problem (readers want to go the Montreux Jazz Festival) (we use only taxonomy)
READERS READING THE ARTICLE CAN GO TO MONTREUX IN TRAIN, PLANE ? , CAR
22FORM(s) HERE TO GO WITH
Swiss RailWays
WE WILL CONTACT
Geneva airport
AND ?
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In 2008 we were loosing with bad technology approach, bad organization and
lack of commercial’s imagination some millions of dollars with 4 websites and 15
millions of page view by month
In 2010 we will have benefits with 12 websites and 32 millions of pages views
TO CONTACT ME FOR MORE INFORMATION
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PIERRE JEAN DUVIVIERhead of webfactory
Digital & Business [email protected]