Publishers Get ARM’ed: Attract, Retain and Monetize through Search Perry Solomon SVP, Product Marketing – Monetization FAST, A Microsoft® Subsidiary

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! Introduction to FAST

FAST Experience in Media & Publishing

Agenda Entering the User Revolution Online Business Imperatives: Attract, Retain and Monetize How Search Enables Value Publisher Examples Recommendations

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 from the publishing to the user context Entering The User Revolution

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 Key Industry Challenges

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 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)

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, 3 rd -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

New “Search” Brand: SPH Search (JV of SPH and Schibsted) launched Singapore’s 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) Attract New Users through New Online Brands

Exclusive Multimedia Events/ Calendar Related News / Blog Content Business / People Listings Retain Local Audiences More Effectively

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

Content Enrichment: Web, TV, Images, Video, YP, News, UGC, Blogs Universal Search from Single Search Box Contexutally-Relevant Results, Across Engines Mobile Adoption: Mobile-Specific Relevancy and Mobile-Specific Content Index Be THE Authoritative Source On Content from Anywhere on Any Device New Engagement Models on Multiple Platforms

Hyper- Local Segments Automatic News Aggregation Automated Entity Extraction Key Concepts Automate Hyper-Local Targeting

Enhanced Search-Driven User Experiences

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 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 Embracing the User Revolution: Analytical and Personalized Portals

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

Questions?