more data on this topic available from:: web 2.0 & paid content: a 5-step tour anne holland,...
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Web 2.0 & Paid Content:A 5-Step Tour
Anne Holland, PresidentMarketingSherpa
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How hot is it?
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What’s 2.0?
Social Networking Blogs & Podcasts User Generated Content Wikis IPTV and Microbroadcasting Flash Groups, Twittering, Tagging
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YouTube Video
Web 2.0 Video (The Machine is Using Us )
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How do paid content sites make money with Web 2.0?
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Type #1. Community of Interest
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$10-15 per month (since 1985)
The well cover shot
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25 Pounds per month
courierexchange
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$9.95 month
Top member benefits:
Upload to Photo Albums Embroidery Discussion Forum Quilting Forum Chat Room Access
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$25-$60 year
TheMet.com
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Type #2. Database of Contributed Content
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http://www.match.com/
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$19.95 - $200.00 month
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$25 or 25 contacts per month
Jigsaw
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Type #3. Print 2.0
Launched 196512 bi-monthly magazines 15 million paid subscribers totalSold in 2002 for $760 million
Roy “Print 2.0 God”
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$760 million in 2002
http://www.reimanpub.com/Revise/Magazines.asp
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$24.99-$44.99 per year
http://www.jpgmag.com/
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Type #4. Paid Contributed Video – MIA?
"We are seeing a shift of TENS of BILLIONSof dollars per year coming from traditional
TVad buyers to online video. These ad buyers want to buy video ads, not text ads. They
are looking for high-quality videos to insert their commercials.“
Kim Malone, Online Sales & OperationsGoogle AdSense
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Type #5. Marketing Paid Sites via Free Web 2.0 Mentions
Map of online world
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YouTube – 0%
Youtube and sherpa
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Photo Sharing – Zero traffic but great ranking
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Tagging – Delicious 1,361 visitors
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StumbleUpon – 4,738 visitors
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Wikipedia – 586 visitors
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Blogs: 6.2% of total traffic
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But, consider the impact on search rankings
Sherpa Traffic Breakdown:
46.02% =Email links & Direct to site
30.58% = Unpaid search clicks (SEO)
23.4% =External ads, media/PR, & assorted Web
2.0
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In conclusion:
For paid content, Web 2.0 is mostly stuff we were doing all along.
Ask your customers to see what they really want.
Consider creating annual “Event”-type content bloggers & taggers can link to.
Get into Wikipedia (without breaking the rules).
Focus on optimizing your current business (and site) first; don’t let 2.0 hype sweep you away from job #1.
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Thank you
& Thanks to:Roy Reiman, ‘I Could Write a Book’ExactTarget – ESPOmniture – Analytics
And now for a Web 2.0 marketing story…