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Classifiedsin our future:
Cars, homes, jobs –all free?
26 Abril 2012
It’s a
world …
That’s not aquestion …
The question is:‘How
do we adapt?’
Overview
• Brief look at the AIM Group • A look at today’s world• What are you doing?• What should you be doing?
… in 45 minutes? No way!• Wrap-up• Questions and answers
Consultants and publishers of
About us
We’re ‘consultants
who publish’…
About us
About us
Global, virtual network22 consultants / analysts Many clients you know
Peter M. Zollman, founding principal
DaveLaFontaine,Director –Latin America
About us
About us
• Managing EditorCaracas Daily Journal
• Long-time freelance journalist:Colombia, Ecuador, Peru, etc.
• Blogger, writer, videographer• ‘New media’ since ‘98
Dave LaFontaine,Director – Latin America
It’s a
world …
• Initial Public Offering soon• Stellar ad revenue growth• 800-million-plus users
… need we say more?
You know the stats …
… now it’s for everyone
Tweeting was ‘for the birds’
‘Tweets per second’Peak: 12,233 / second
Average: 10,000 (final 3 minutes)
Online video:The ‘new TV’
• ‘Cutting the cable’ trend• Users up 43% Y-O-Y (2011) (U.S.)
• Avg user: 239 videos• Avg per video: 5.8 minutes
… we could go on and onSource: ComScore ‘2012 U.S. Digital Future in Focus’
Your new competitive environment
Let’s define‘classifieds’
• Automotive ads• Real estate ads• Recruitment advertising …• Social / professional networking• Mobile classifieds• Directories / service guides
SomeLatin American
sites
• Affiliated withLa Nacion
• Warehouses, even handles fulfillment
Argentina El SalvadorBolivia GuatemalaBrasil HondurasChile MexicoCosta Rica ParaguayEcuador … many more!
What shouldyou be doing?
‘Must-do’ in 2012
Get in the game!
‘Must-do’ in 2012
Engage personallyin social media
‘Must-do’ in 2012
Engage with your advertisers, too,
throughsocial media
‘Must-do in 2012’
Teach your advertisers
about social media …who better than you?
‘Must-do in 2012’
Make sure yourclassified sites
incorporatesocial-media tools
‘Must-do in 2012’
Make sure yourclassified sites
incorporatesocial-media tools
‘Must-do in 2012’
• Recommendation tools• Email / share / post tools• Buyer / seller ratings
A whole hour-long presentation …
or longer!
‘Must-do in 2012’
Become‘device-
independent’
‘Must-do in 2012’
… and that includes
newsprint
‘Must-do in 2012’
Focus onmobile,mobile,mobile
Source: John Einar Sandvand, Aftenposten
Mobile growth: Aftenposten
Mobile growth: Aftenposten
• Mobile: 30.5% of total visits (1/12)
… was 3.7 % two years ago… 23.9% m-phone, 6.6% IPad
• Only 2.3x PC visits vs. mobile… 2 years ago, 26x as many
• Not cannibalizing: Adding visits
Source: John Einar Sandvand, Aftenposten
Source: Domenic Vecchiarelli, The Boston Globe
Mobile growth: The Boston Globe
Jan. ‘09
Jan. ‘12
‘Must-do’ in 2012
Remember: It’s about participation …engagement …
distribution
‘Must-do in 2012’
Make sure your userscan redistributeyour ads readily
‘Must-do in 2012’
Identifymarket segments
anddistribute accordingly
‘Must-do in 2012’
Encourage advertisers to place
their own ads forprint and online
‘Mini case study’
‘Mini case study’
• Producing £100,000 annually… Without online, print promotion
• Launched 8 years ago… has been left alone since
• Exclusively print advertising• ‘We had forgotten about it’• ‘Seems like some businesses
still want to appear in print!’
‘Mini case study’
‘Mini case study’
What our analyst said:• App is ‘an amazing little thing’
• Fixed-price site• Auction platform• Swap shop• Price negotiation platform• Donation platform
• ‘Here we have an app that …
‘Mini case study’
‘Here we have an appthat turns the business
into much morethan the original business
ever was.’
‘Must-do in 2012’
Advertisingis
content
Newspapers usingFacebook /Twitter /LinkedIn
… and now Google+
‘[Our] Facebook page now notifies users as soon as the classifieds are online, usually ... before the paper hits
the streets’
• More than 5% of its traffic now is on Facebook
• ‘Social media is an influencing medium’
‘Must-do in 2012’
Classifieds:The new model… and how is
print involved?
‘Mini case study’
Onlineclassifieds:
21% of revenue48% of profits
… more investment
‘Must-do in 2012’
Niches andsub-niches:
Building them into businesses
‘Mini case study’
‘Mini case study’-- Price comparison
-- Deals, coupons
-- Savings, finance
-- Mortgages, loans
-- Food
-- ‘Angie’s list’
‘Must-do in 2012’
E-commercevs.
‘social commerce’
Growth of ‘social commerce’
Source: Booz and Co., 2011: ‘Turning “Like” to “Buy”’
‘Must-do in 2012’
No moreborders …
• 28 countries• India, LatAm, Malaysia,
Indonesia, more … oh yes, Nordics, too
• Partner w/ SPH in Singapore
• OLX: 96 countries, 40 langs. • Buscapé: 28 countries• Global: Africa to East Timor
• 24 countries• Strong in auto, U.K.• Kijiji: Canadian market lead
‘Must-do in 2012’
Add a24-year-old …
or a 19-year-old!
‘Must-do in 2012’
Don’t forgetnewsprint!… but move beyond it!
The free giveaway
The giveaway
Your turn ...Q & A
Gracias …Obrigado …Thanks to …
Raquel Gonzalez,José Maria Moreno,
… and to all of you!
[email protected]+1.407-788-2780
