Steve Ennen Asbpe

Presented by:

Steve Ennen, Director of Business Development; sennen@neighborhoodamerica.com

Lessons Learned: Aligning Electronic Media with the Brand

ASBPE Feb 29, 2008

•Director of Business Development, Neighborhood America

•Former VP, Digital Business Strategies, ABM

•Consulted with dozens of media and marketing companies over last three years

•Advise Wall Street firms on new forms of valuations

•Instructor, digital sales and marketing, NYU

•Work with U.S. State Dept. & foreign governments to educate international media on digital shift

Lessons Learned: Aligning Electronic Media with the Brand.

Full Service Partner Approach: strategy, design, IT, service, reporting, online and mobile integration

Culture: cultivated since 1999 (not venture capital)

Employees: 80 and growing rapidly

SaaS: fully hosted, award-winning software, commitment to ‘customer first’ with exceptional service and support by a team of experts

Ownership: customers OWN the content, members, and site

Ubiquity

•More than 2.1 billion handheld subscribers worldwide

•More than 230 million in U.S. alone

•400 million in China

Ubiquity

Ubiquity + Connectivity =

CommunityBy 2009 print revenue is expected to account for 34.3% of total business media revenue in 2009, compared with a 38.6% share for digital products.

Events are expected to account for 27.1% of total revenue.

Outsell's "B-to-B Trade Publishing & Company Information: 2007 Market Forecast & Trends Report.”

Ubiquity + Connectivity =

Community

Are you part of the conversation?

“What we’re seeing is just how deep-rooted [the] desire is to do several things: to share, to communicate, to get your expertise out there.”

Andrew McAfee, associate professor, Harvard Business School

Engagement has Become a Necessity

The marketplace has gone from “brand-centric” to “customer-centric.”

If you don’t hear your customer’s voice, there’s a competitor who will.

Community users spend 54% more than non-users. - WSJ

Community users remain loyal 50% longer. - at&t

It’s a digital world:

50% of brands will spend

50% of budgets on alternative media by 2011

- AdAge

60% of online consumers make

purchase decisions based on peer

advice. - Visa/Yahoo

“Literally hundreds of millions of people around the world are visiting social networking sites each month and many are doing so on a daily basis…

…social networking is not a fad but rather an activity that is being woven into the very fabric of the global Internet.”

ComScore, 2007

Ubiquity + Connectivity=Community

71 million blogs (can’t all be bad)

Sophisticated network of influencersseeds of communitydigital din

> 5,000 blog posts on restaurant industry

>13,000 blog posts on hotel industry 

Changing face of lead generation

•Facebook >$15 billion valuation

•Microsoft invested $240 million

•Central window to the Web

•Advertising-based

•“…detailed information on the users”Wall Street Journal, Oct. 25, 2007

Enterprise networks offer a new way to connect with the community

Monthly “reach”Magazine 50,000 circulation each month

Trade shows or conferences - 5,000

Web site 50,000 unique visitors each monthE-newsletters = 5,000Webcasts + 500

Reach is now +110,000

Ubiquity + Connectivity=Community

•Drive revenue, referrals,

and repeat business

•Focus the interaction

around your brand

•Strengthen brand affinity

•Gain continual business

intelligence that drives

innovation

•Keep your brand top-of-

mind with buyers

An active community functions as an engine to support business goals.

Enterprise Networks - Why?

The rapid back-and-forth between the company and the online community can help substantially shorten the product-development cycle.

“It is not just a focus group that you see for three hours; you are developing a relationship…”-WSJ on Del Monte Foods; 1-14-08 The New Focus Groups: Online Networks

•Community-focused content•How-tos•Recipes•fashion

•Premium content/membership

•Contextual search

•Geo-targeting/segmentation

•Sponsorship•New real estate opportunities

Enterprise networks offer a new way to connect with the community

Strategic Consumer Engagement Drives Results

Rate My Space

Within first 15 weeks:

• 20,000 members• 24,000 uploads• ROI: over 10MM

page views per month, adding new ad revenue

Strategic Consumer Engagement Drives Results

Rate My Space

Within first 15 weeks:

• 20,000 members• 24,000 uploads• ROI: over 10MM

page views per month, adding new ad revenue

In first few days:3,000 participants10% increase in web trafficAble to move from an annual launch to quarterly

Men’s Health“Transform” campaign

Thank you

Steve Ennen, Director of Business Developmentsennen@neighborhoodamerica.com

646-334-5893