the powerful web traffic profile of breaking news in a community
DESCRIPTION
This slideshow demonstrates the powerful web traffic that local Breaking News sites like DowntownTorontoNews.com are capable of because they broadcast real time news across a number of social media platforms.TRANSCRIPT
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 1
The Powerful Online Traffic Profile of Breaking News in a Community
Patrick KitanoManaging PrincipalDomus Consulting Group
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 2
ANALYSIS
1. Why locals clamor for Breaking News
2. Why Breaking News is instantly “findable” in the community
3. Twitter and Facebook clickthrough statistics
4. Search engine juice5. Brand equity benefits for
Breaking News site owners
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 3
Communities nationwide all want real time information about their city
Everybody wants to know what is happening locally… at
this very moment!
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Local online newspapers exist, but they’re not capturing local news and conversations being broadcast in real time on the social media
Local news are generally news syndicators and aren’t curating the “real time web”
Usually lots of ads!
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Breaking News uniquely serve the community as a local media resource
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Local Breaking News is accessible via website, Twitter and Facebook
It is social media enabled
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New marketing paradigm #1:
Breaking News is automated media. It runs 24-by-7 with fresh local content and requires little maintenance
It’s an efficient media engine that provides
community value
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New marketing paradigm #2:
Breaking News is “ubiquitous” and easy to find because it broadcasts valuable local news across various social networks
Go to the stats!
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Twitter Statistics
Breaking News Twitter feeds broadcast tweets whenever local news happens, often twice per hour
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One week after launch on Feb. 1, @torontodowntown averages 17 clickthroughs per tweet, or over 900 clickthroughsdaily
Clickthru stats for February 8, 2010
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Here’s a sample of the kind of news readers in Toronto clicked on last week
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The rates of 16-26 clickthrus per tweet are consistent across all Breaking News Twitter feeds
*
*
*
*
Clickthru stats for past 7 days
* In beta test, reflects only fraction of total clickthroughs
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Even brand new Twitter feeds are found by the community, almost instantly
@SantaFeRealTime launches today
(February 8, 2010)
Pre-launch statistics for February 7
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Clickthrus on Facebook pages will become comparable to, and eventually exceed Twitter’s
A2 (Ann Arbor, MI) residents can choose Twitter,
Facebook or the website for finding local breaking news
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Google Juiced!
Breaking News attracts powerful search engine attention
Downtown Toronto News reaches #1 on Google search only five days
after launch
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Google Juiced!
Breaking News Twitter feeds eventually reach a powerful page rank 5 and higher
Same Page Rank as Inman.com
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New marketing paradigm #3
Local media properties drives powerful local traffic instantly.
First seven days averaging 700+ clickthrus daily
As of 3:00EST 02/08/10
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Building brand equity
How does Breaking News benefit you in your community?
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You’re recognized as providing a community service
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Through Breaking News, you “curate” your community and recognize locals by adding them to your list categories
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It’s all about good will… when you help other locals market themselves, they appreciate it and see you as a community connector and hub
“Thank you for adding me”
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New marketing paradigm #4:
Brand yourself to the community.. not as you but through your community service!
Website
Community engagement is powerful marketing
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Locals clamor for community breaking news!
They will enthusiastically join your Breaking News network, but may hesitate to join a real estate agent’s fan page if they don’t know you
(in seven days…)
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Being ubiquitous works just like advertising did twenty years ago
It’s all about branding
You stay TOP OF MIND because… you’re everywhere
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Breaking News positions you as a local community media resource… with the recognition and influence associated with being the media
New marketing paradigm #5:Be the Media!
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New marketing paradigm #6:
Own the media!
Breaking News is unique because you own your city, not CNN or Comcast
Breaking News grows in value as an asset based on web traffic
and local influence
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RECAP:
Six brand new marketing paradigms for the real estate professional
1. Automated media marketing works if it provides community value
2. Local Breaking News is easy to find across social media platforms
3. Local media properties drive local traffic instantly
4. Build brand equity by offering a valuable community service, not by push marketing yourself (hohum)
5. Be the media! Your community loves a local media resource who can leverage their status for business
6. Own the media! Breaking News is an asset that grows with web traffic
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The Breaking News Network is national with new cities added every day
(We’re building globally in March 2010)
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Developing a local media resource today is just like publishing a local newspaper 100 years ago. But today, it takes only 48 hours to do so.
The window is open.
Patrick KitanoManaging [email protected](415) 573-2481