anne driscoll presentation
DESCRIPTION
When Free Isn't Free Enough - Transitioning from Free to Freemium in the Consumer SpaceTRANSCRIPT
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“FREE OF FREEMIUM, THINGS ARE STARTING TO LOOK UP AT NING”
Taylor Bueley Forbes, August 20, 2010
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Every group, business and organization needs a website.
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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
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Every website will be social.
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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
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THE WORLD’S LARGEST PLATFORM TO CREATE CUSTOM, POWERFUL SOCIAL WEBSITES
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NING IS THE HUB OF YOUR WEB AND SOCIAL ACTIVITY
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THE DECISION
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NING CUSTOMERS @ APRIL 2010
15,000
325K /1.1 million
80%
20%
PREMIUM
FREE (active/total)
TRAFFIC
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DIFFERENT CUSTOMERS
…DIFFERENT NEEDS
<5% Conversion to PremiumLow Effective CPM
Leverage Advanced Features & Customization
FREE PREMIUM
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OUR GOAL: Build the very best product for our customers and align our resources to support profitability.
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ROLLOUT
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3 NEW PLANS FOR DIFFERENT CUSTOMERS
14
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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
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”“Finally! You guys are
listening! Great decision and I can’t wait for the New Ning! We’ve got your back.
Source: customer email
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RESULTS
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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
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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
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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
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AN OPEN APPROACH TO INTEGRATION & PARTNERS
SOCIAL INTEGRATION
CUSTOM APPLICATIONS
NING EXTENSIONS
MOBILE PARTNERS
INTEGRATED MONETIZATION
ANALYTICS