Publishers Get ARM

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Publishers Get ARMed Attract, Retain and
Monetize through Search
Perry Solomon SVP, Product Marketing
Monetization FAST, A Microsoft Subsidiary
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Introduction to FAST
Foundation scalable search!
alltheweb.com largest Web search index
FAST ESP launched Re-focus on enterprise search
Gartner Magic Quadrant leader
Search-driven business value
Acquired by Microsoft
Next Generation Search Platform Embracing The
User Revolution!
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FAST Experience in Media Publishing
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Agenda
Entering the User Revolution Online Business
Imperatives Attract, Retain and Monetize How
Search Enables Value Publisher
Examples Recommendations
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Entering The User Revolution

• Content is king ? User is king
• Attention is the most scarce resource of the web
• ROI Return On Intent
• Publishing ? Consumption
• Push ? Pull
• Control ? Empower users

SEARCH transforms information fromthe publishing
to the user context
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Key Industry Challenges

• Attract new users and subscribers
• Engage/Retain Users
• Develop compelling and social experiences
• Anytime, anywhere, multi-media, multi-channel
• Build loyal communities
• Increase up-take of subscriptions
• Capitalize on the most valuable assets
• Find new ways to monetize/new business models
• Engage advertisers and partners

Competition Online Is More Intense
Traditional Revenue Streams Are Vulnerable
Users Online Consume Media Differently Than
Offline Customers
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How Search Helps Attract, Retain, Monetize
Search helps companies extract more revenue
through better user experiences that match
customers to relevant assets (e.g., content,
advertisers, community)

• Increase loyalty
• Increase relevance, return visits and site
  stickiness
• Increase page views, visits, and retention
  through better content discovery
• Integrate user content to develop communities
• Deliver content and ads personalized to visitor
  preferences

• Win new audiences and advertisers
• Launch compelling new experiences and value for
  coveted audiences
• Improve SEO with content aggregation (Topics
  Pages)
• Improve SEM through mining search logs
• Convert horizontal users by enriching user
  experiences

• Increase revenue and control costs
• Create new revenue-generating offerings
• Increase ad revenue, cost per click, conversion
  rates, and average order value
• Cost-effectively exploit owned and third-party
  content Minimize site update costs

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Attract New Users via Topics Pages

• Editorially-driven topics, delivered by
  dynamically-generated search pages
• Aggregate breaking news, analysis, archives,
  market data, multimedia, blogs, polls, etc., as
  well as related, 3rd-party content and websites
• Showcase depth and breadth of content, drive
  users to high-value, exclusive areas of content
• Up-to-date information refreshed with each
  viewing, without manual overhead
• Improved SEO through deep links
• Mine user behavior (via Search Logs) to enhance
  SEM and SEO, and discover new areas of content
  development

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Attract New Users through New Online Brands

• New Search Brand SPH Search (JV of SPH and
  Schibsted) launched Singapores first Local
  Search and Directory Engine in March 2008
• Blending newspaper editorial content, local
  directory listings, images, people and maps
• Business and editorially-tunable relevancy,
  blending freshness, geo-targeting, content and
  advertiser pricing
• Monetize search traffic and develop new
  advertiser-friendly offerings through CPC
  advertising
• Multi-platform delivery to mobile devices
  (mobile.rednano.sg)

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Retain Local Audiences More Effectively
Business / People Listings
Exclusive Multimedia
Events/Calendar
Related News / Blog Content
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Extend Brands Online to Monetize

• Unlock and monetize full archives of over 200
  years of content and images (20M articles,
  photos, advertisements, letters)
• Key Search Capabilities
• Multiple refinement options
• Boost results on headline/publish date
• Frequent, flexible refresh of content
• Keep customers online longer, with higher
  customer satisfaction
• Free trial with registration, allowing for
  capture of user data to track and target more
  effectively
• Revenue streams increasing

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New Engagement Models on Multiple Platforms
Be THE Authoritative Source On Content from
Anywhere on Any Device
Universal Search from Single Search Box
Contexutally-Relevant Results, Across Engines
Content Enrichment Web, TV, Images, Video, YP,
News, UGC, Blogs
Mobile Adoption Mobile-Specific Relevancy and
Mobile-Specific Content Index
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Automate Hyper-Local Targeting
Automatic News Aggregation
Automated Entity Extraction
Key Concepts
Hyper-Local Segments
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Enhanced Search-Driven User Experiences
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Embracing the User Revolution Analytical and
Personalized Portals

• Personalized Portals Built on Searchlets
• Relevant content from a variety of collections
• Flexible, dynamic presentation technologies
  delivers content in personalized experiences
• Searchlets can also help with fact-extraction and
  analytics on your content. For example, by
  profiling your content base along different
  dimensions such as, people, geography, time,
  products, etc

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Recommendations
Embrace the User Revolution Put Users in
Control Build and Extend Brands around Local and
Vertical Expertise Invest in Organizational
Readiness to Exploit New Engagement
Models Search-Driven Portals as a Platform for
Conversational, Personalized User
Experiences Compete Fiercely to Ensure Digital
Pennies Belong to You Innovate Rapidly, Target
Precisely and Learn from Users
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Questions? perrysol_at_microsoft.com