1. making classifieds easier Online Marketing - Case Study DoneDeal.ie – Fred Karlsson

2. making classifieds easier Fred Wexford town Computer nerd for 20 years Banks, mobile phone companies, universities Web sites and databases

3. making classifieds easier Buy and sell classifieds/second hand Idea »Looking for furniture »Inspired by own experience »Sold in 15 minutes What is DoneDeal.ie?

4. making classifieds easier Example Ad

5. making classifieds easier What does DoneDeal.ie do? Internet only »Easy to use »No registration »Publish/update immediately »Photo and long descriptions »Remove once sold »Easy to search »Subscriptions €3 per ad

6. making classifieds easier

7. So Far, So Good 60,000 monthly visitors »5 minutes per visit »Over 1,000 ads »52% of all ads sell Dogs, cars, motorbikes »Furniture »Properties

8. making classifieds easier Unexpected Challenges Business case Graphical design Time Marketing Scammers

9. making classifieds easier Business Case Challenges Pricing Details CEB mentor program Gut feeling

10. making classifieds easier Graphical Design Challenges Colours, lines, pictures, text, balance, ease of use, etc, etc Months Find a good designer

11. making classifieds easier Scammer Challenge Pure scams »Shipping company »Overpay by cheque Educate the users Email filter

12. making classifieds easier “Unique” (and Short Lived) Ads Video with man stripping 13 barges of crude oil

13. making classifieds easier Marketing Activities Search engine marketing Affiliate scheme Newsletter Partners Search engine optimisation Flyers & posters Free vouchers Banner/link swap Radio advertising Blog

14. making classifieds easier Google AdWords “dogs for sale” – 2 cent per click “motorcycle” – 12 cent per click “ebay” – 23 cent per click 2 weeks tweaking, revenue up 200%, costs down 50% »Content network = half price Only Irish customers Click through rate: 2%-7%

15. making classifieds easier Affiliate Scheme IrishDogs.ie MAG Ireland Reward by advertising or revenue share

16. making classifieds easier Tools Traffic - Google AdWords »Microsoft AdSense and Yahoo Search Marketing Web statistics - Google Analytics Where did you hear about us? Graphical designer

17. making classifieds easier Other Tools Newsweaver – email newsletter iDevAffiliate – affiliate tracking BrowserPool, BrowserCam – web site testing Blogger.com, IrishBlogs.ie, Kick.ie OpenAds.org – banner ads

18. making classifieds easier Questions? Fred Karlsson