presentation edipresse experience drupalcon

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EDIPRESSE’s WINNING ONLINE STRATEGY Pierre Jean Duvivier Head of WebFactory - EDIPRESSE [email protected]

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Page 1: Presentation Edipresse Experience Drupalcon

EDIPRESSE’sWINNING ONLINE

STRATEGY

Pierre Jean DuvivierHead of WebFactory - [email protected]

Page 2: Presentation Edipresse Experience Drupalcon

WHO IS EDIPRESSE ?

An International Media Company with200 newspapers or magazines all over the world In Europe & Asia

Page 3: Presentation Edipresse Experience Drupalcon

SWISS FLAGSHIP NEWSPAPERS

49% edipresse

Page 4: Presentation Edipresse Experience Drupalcon

SWISS FLAGSHIP MAGAZINE

Page 5: Presentation Edipresse Experience Drupalcon

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

Page 6: Presentation Edipresse Experience Drupalcon

MEDIA CRISIS

Page 7: Presentation Edipresse Experience Drupalcon

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.

Page 8: Presentation Edipresse Experience Drupalcon

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Need to be fast

Need stability and simplicity

Need to be LOWCOST

WHAT WE NEEDED ?

Page 9: Presentation Edipresse Experience Drupalcon

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

Page 10: Presentation Edipresse Experience Drupalcon

24 HEURES.CH60 days

30’000 unique visitors / day

Page 11: Presentation Edipresse Experience Drupalcon

TDG.CH60 days

50’000 unique visitors / day

Page 12: Presentation Edipresse Experience Drupalcon

LEMATIN.CH40 days

90’000 unique visitor/day

Page 13: Presentation Edipresse Experience Drupalcon

Stable & Simple

Fast

..WINNING CHAIN

New Ads Product like Corner (website)

For advertiser

Allow good seo work

Page 14: Presentation Edipresse Experience Drupalcon

NEW REVENUE : ESCAPING FROM ADS DISPLAY

Page 15: Presentation Edipresse Experience Drupalcon

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

Page 16: Presentation Edipresse Experience Drupalcon

= 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

Page 17: Presentation Edipresse Experience Drupalcon

= Newsletters =

I 17Digital

Content

• Client’s thematic

• Done by Edipresse with Drupal modules(text, images & videos)

Promotion

• Sent by our mailing system

Page 18: Presentation Edipresse Experience Drupalcon

= 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

Page 19: Presentation Edipresse Experience Drupalcon

= 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

Page 20: Presentation Edipresse Experience Drupalcon

NEED TO BE MORE SEXY FOR ADVERTISER &

USERS

Page 21: Presentation Edipresse Experience Drupalcon

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)

Page 22: Presentation Edipresse Experience Drupalcon

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

Page 23: Presentation Edipresse Experience Drupalcon

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

Page 24: Presentation Edipresse Experience Drupalcon

TO CONTACT ME FOR MORE INFORMATION

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PIERRE JEAN DUVIVIERhead of webfactory

Digital & Business [email protected]