Download - 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“: [email protected]
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)