kiev hamburg.de

Absender

hamburg.de – Strategy and Business Approach

Axel Konjack

Managing Director hamburg.de

Kiev, 23. June 2011

2Public Private Partnership: Media, City andLocal Banking

20% 51% 29%

3Strategic Approach and Business Model

• Comprehensive, value-added services in all areas of urban life information, entertainment, data, fulfilment etc.

• Key target groups- Citizens of Hamburg 1.8 m; 4.3 m inhabitants metropolitan area- Visitors/Tourists 9.2 m accomodations/year- Enterprises >120.000

• Business divisions - Advertising: display advertising, cooperations (advertorials) - eCommerce: hotels, marketplaces, ticketing - Listings: digital yellow pages

- Services: eMail - Public projects:eGovernment, digital public marketing

• Staff19 Employees, app. 30 freelancers

4Homepage of the Leading City Portal in Germany

5Key Facts Online-Reach hamburg.de

3,6

3,1

44,1

36,4

> 125.000

Sources: IVW 05/2011, hamburg.de

+ 16%

+ 21%

+ Android App since 21.06.2011

6Strategic Background (I): Declining Demand for (regional/local) Print Products

Source: Mediaperspektiven; IVW

Sold Numbers of Copies Newspapers in Germany 1991-2010

in m

- 29%

7Strategic Background (II): Significant GrowthPotential for Online Services and Contents

Source: Initiative D21

Internet Usage in Germany 2001-2010

8Strategic Background (III): Rapid Expansion of the Mobile Internet Market

Sources: PwC, Wilkofsky Gruen Associates

Mobile Internet Users in Germany 2005-2014

in m

+ 1.588%

9Strategic Background (IV): Relevance of Local Contents, Services and Businesses online

Source: Google Germany

Topics of Interest in Germany 2001-2010

Entertainment

Local Infos etc.

Society

Computer

Travel

Shopping

Culture&Arts

Education

Health

Restaurants etc.

Industry

Lifestyle

Games

Automotive

Internet

10Strategic Background (V): Drastically shrinking Local Advertising Markets in Print

Classified Advertising Revenuesof Newspapers in the U.S. 2000-2010

Source: Newspaper Association of America

+ 70%In b

n

11Strategic Background (VI): Online Classifiedsare significantly growing, e.g. Real Estate

Online Real Estate Advertising Trends in the U.S. 2004-2016

Source: Borrell Associates, Inc., May 2011

+ 355%

12Strategic Background (VII): The Big Players are already in the Game

13Strategic Background (VIII): Significant Growthof Key Markets for Local Portals

Source: hamburg.de research 2011

Local Internet2010 Regional and local news and services are high demand issues

2011 Spendings for local online advertising will see the highest growth rate in the US-advertising market (+18%; 16.1 bn US$)

Mobile2013 1.6 bn mobile internet users worldwide

1.6 bn fixed-line internet users worldwide

Social Media2010 20,0 m facebook fans in Germany

> 600 m facebook fans worldwide

eCommerce Growth of total market volume in Germany from 17.3 bn € in 2010 up to 27.2 bn € in 2014 (+57%)

14Public Private Partnership in Contents, ServicesProduction and Governance

„Pri

vate

“

„Pu

blic

“

15E-Commerce: Hotel Booking Engine with all relevant Accomodations, Packages etc.

16E-Commerce: Classified Marketplace for Real Estate – Partnership with Immonet.de

17E-Commerce: Classified Marketplaces for Jobs – Partnership with Monster.de

18E-Commerce: Ticketing for all Kinds of culturalEvents in the Metropolitan Area

19Listings: Digital Yellow Pages (I)

20Listings: Digital Yellow Pages (II)

21Services: Paid Mail Services with an exclusiveMail Address @hamburg.de

“In love with Hamburg“: axel.konjack@hamburg.de

22Public Services (I)

23Public Services (II)

24Public Projects (I): Online Administration Finder

25Public Projects (II): Online Administration Finder,e.g. Local Tax Office

26Public Projects (III): Hamburg as EuropesGreen Capital 2011

27Tools and Features: Interactive City Map

28Tools and Features: Dynamic, Real-Time Harbour Radar with all Ships in the Hamburg Area

29Tools and Features: Dynamic, Real-Time Harbour Radar with all Ships in the Hamburg Area

30Organization hamburg.de

CMS

ProductManagement

IT & Support

Sales &Marketing

250 direct Content- Accounts in the Administration of HH DataB

DataB

DataB

CRM

31Multi-Channel-Approach

32Facebook: One of the Leading Local Communities worldwide

• 489.760 „Friends“ (22.06.2011)

• No. 3 in Europe after Berlin and Paris

• Be there, where the Users are

• Strategic Objectives:- „Social Graph“ for Hamburg- New Target Groups and additional Traffic for hamburg.de

- Driving Brand Awareness for hamburg.de - Agenda-Setting & „Research“

33Twitter: Dialogue-Driven Information-Channelfor Multiplicators and „Heavy Users“

• 10.020 Followers (07.06.2011)

• + 300 Followers/Month

• 1-8 Tweets/Day depending on Daily News

• Top Issues: - Events - Traffic - Hamburg (Buildings etc.)

(Photos (!)) - News (e.g. EHEC)

34Top Social Media Topics: Ships & Harbour(„Gateway to the World“, Water, Technology)

35Top Social Media Topics:Hamburgers love Hamburg

36Top Social Media Topics: „Good Night“ – Social Media Pure Play

37hamburg.de is the Market Leader in Social Media in the Hamburg Area

> 10 x

Sources: IVW 05/2011, hamburg.de

(Friends)

38Mobile (I)

39Mobile (II)

40Mobile (III)

41Mobile (IV)

42Mobile (V)

43User Participation…

44The Future

Social.

Mobile.

Local.

Absender

www.hamburg.dewww.facebook.com/hamburg

Thank you very much.

46Local Advertising Business online is Reality:Example „Hotels“

47Local Advertising Business online is Reality:Example „Real Estate“

48Local Print Advertising Markets: Classifieds (US)

49Listings: Digital Yellow Pages (III)