Marketing plan 2015 public me
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DNS Business Development Workshop Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
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Marketing plan 2015 public me
- 2. Agenda • 2014 analysis – .ME highlights – Behind the numbers – Marketing structure in 2014 – Market overview • .Me marketing plan – Target market – Marketing mix
- 4. .ME highlights 792.542 .ME domains 190 registrars Growth 6.69% 400.000 EUR for premium program Change in the market new TLDs in 2014 => change in B2B relationship top shelf on the registrars home pages becomes even more crowded place – difficult to achieve promotions 3,5 Million new TLDs registeredOn Dec 31st, 2014
- 7. Registrants per country • US + PA = 51% (same as 2013) • UK 6% from 7% in 2013 • CN 5% from 3% in 2013 • JP 4% from 2% in 2013
- 8. Registrars per country • US 68% from 73% in 2013 • CN 3% from less than 1% in 2013 • IN 3% from 1% in 2013
- 10. Content on .me
- 11. Languages on .me
- 12. .Me examples Big brands using .Me: – Facebook – fb.me, – sling.me, – rooms.me – Wordpress – wp.me, – jetpack.me – Mercedes – mercedes.me – benz.me – Time magazine – ti.me Personal use: – Carlos Espinal - thedrawingboard.me – Ted Murphy – ted.me – Tony Conrad – tonyconrad.me – Stu McLaren – stu.me – Steve Rubel – steverubel.me – Danny Brown – dannybrown.me – Lea Verou - lea.verou.me – Tucker Max – tuckermax.me – Peter Hershberg – hershberg.me
- 13. .Me examples For Middle East: – SUPERMAMA - supermama.me – ShopGo – shopgo.me – Yamsafer – yamsafer.me – UTURN – uturn.me – GlamBox – glambox.me – Tfour – tfour.me – Rawy – rawy.me – Mishari Alafasy – alafasy.me Communities: – Deviant art – fav.me – Tearway – tearaway.me – Reset.ME – reset.me – See Me – see.me – Latina Mom – mom.me – Etsy – etsy.me – Go Learn – golearn.me
- 14. MARKETING STRUCTURE IN 2014
- 15. Marketing strategy • Raising brand awareness through quality content: – On our blog – Through different formats (blogposts, slide share presentations, infographics, video…) – 3rd party blog posts (influencer marketing) • With the focus on lead generation => through registrars • And customer retention through the loyalty program
- 16. Communities Campaigns Marketing Strategy Structure IP addresses, language register.me newsletter events parked pages registrars blog SEO Registered .me domains 3rd party blog posts www.domain.me Loyalty program Press releases infographics video photos Registrar relations/ promotions
- 17. MARKET OVERVIEW
- 18. Market Overview • Having almost 800,000 .Me domains in portfolio on a market where the biggest domain is .com with 120 million domains (offering millions to registrars as marketing development funds) • New TLDs open every day and grow with registries using different marketing tactics to promote • 10 top registrars hold 65% of the portfolio • Distribution channel dictates the market
- 19. gTLD breakdown by zone size * Verisign Industry brief Jan, 2015
- 20. The market – new TLDs TLD* Domains % Share .xyz 745,729 21.12% .berlin 154,951 4.39% .club 152,763 4.33% .⺴⽹网址 (xn--ses554g) 101,605 2.88% .realtor 89,011 2.52% .wang 87,543 2.48% .guru 78,013 2.21% .nyc 63,326 1.79% .ovh 55,573 1.57% .london 52,828 1.50% Total (all) 3,531,164 * Data on December 14, 2014
- 21. The market – “old” TLDs domain Quarterly Growth Q3 2013 Quarterly Growth Q3 2014 Yearly growth 2013 Yearly growth dec 2014 Size of DUM Dec 2014 .com 1.35% 1.00% 5.43% 3.28% 115,198,249 .net 0.44% -0.51% 1.91% -0.82% 15,048,755 .org 1.06% 0.14% 2.53% 1.03% 10,476,691 .biz 9.89% -2.62% 16.05% -8.65% 2,400,539 .info -5.27% -2.20% -18.51% -7.28% 5,502,756 .mobi 3.81% -7.64% 15.95% -28.01% 847,936 .asia 2.77% 1.68% 4.65% -36.64% 276,792 .tel -3.00% -2.65% -11.72% -37.44% 133,815 .me 4.75% 0.26% 11.63% 7.53% 796,497 .us 2.25% -1.33% 3.57% -1.35% 1,779,838 gTLD 1.07% 0.59% 3.80% 2.04% 148,626,990 * Data taken on Dec 1st, 2014
- 23. Business overview Vision • To become the number one personal domain choice! Mission statement • To help people and businesses to express themselves online and control their online identity!
- 24. SWOT analysis Helpful to achieve the objective Harmful to achieve the objective Internal Strengths - Personal meaning of the domain in different languages - Tech background – safety and security - Big brands on board Weaknesses - Domain as a “Product” - Price/distribution control - Small team – lack of people - Cultural differences with different markets - Global awareness of .ME External Opportunities - Good relationships with some registrars - Blogging community rise - Rise of personal branding importance - Number of available domains to register Threats - New TLDs opening every day - Lack of distribution control - Registrars promoting new TLDs - Change of laws and regulations - Possibility of loss of trust in ccTLDs
- 25. SWOT actions Helpful to achieve the objective Harmful to achieve the objective Internal Use strengths - Use personal meaning of the domain as an advantage - Promote tech background and safety and security - Promote big brands already using .ME Response to weaknesses - Domain as a product and price control - Work with registrars to define the price and product - Small team and cultural problems - Outsource agencies - Global awareness – create content and work on campaigns to raise awareness External Use opportunities - Work on relationships with registrars - Promote in Blogging community - Promote the importance of personal branding (raising awareness) - Promote number of available domains to register Response to threats - New TLDs opening every day – promote to the end customers to raise awareness, gain better relationships with registrars, and trust - Promote good examples
- 26. Target market 1. Blogger – working on personal branding – Avid learner – reads a lot about personal branding, SEO, tutorials on plugins, website builder services, web site security, tips and tricks – Likes gifting and promotions 2. Developer – working in different projects – Programmer or designer/photographer – Wants to be a startuper, influencer – Identifies as geek
- 27. Marketing objectives • Connect .ME brand with positive values through campaigns and content creation Raise awareness • Create content about personal branding, controlling your own data and offer good examples of .meEducate • Create funnel to drive traffic to our website and direct visitors to register a domain • Work with registrars on promotion to end- customers and show .me cases Acquire • Give additional value through loyalty program Retain Grow number of visits to website and maintain conversion of 8% Increase number of creates per month Maintain renewal on 65.5% Increase .ME portfolio by 6.2% in 2015 (plan)
- 28. Marketing mix – pricing & place • Pricing and distribution channel: – Base price 10 eur – Create promotions and special deals with registrars to promote – Position .ME on the top shelf (being in the right location can be a deciding factor)
- 29. • Promotion – Through registrars – Through communities of end-customers – On events/conferences • Content creation – to raise awareness and educate – Blogposts, 3rd party blogposts, newsletter, infographics, presentations, video material, photo sharing and contests – Through own website, social media, paid ads Marketing mix – promotion
- 30. #1 Target market – Marketing mix – product • A domain is not perceived as a product, and most commonly people don’t see the value in domain unless it’s not connected with a service • Work with services and registrars to create a product around personal branding – Bundle with website builders – Bundle with hosting – Bundle with email
- 31. #2 Target market – Marketing mix – product • The domain as a product is seen as a marketing tool and as a SEO tool • Create the message and content around: – Good examples of .me usage – SEO tips and tricks – Importance of marketing message in a domain – Stability and success of .me registry
- 32. Marketing mix – process Acquire - Key processes: – For events – sponsorships, becoming a part of a community around each conference, offer professional insights – For online presence – create content and measure conversion – For campaigns – drive traffic to website and CTA to register, measure keyword ranking Retention - Loyalty program processes: – Find and contact brand ambassadors – Measure impact – Grow reach – Reward interaction
- 34. Content creation goals 1. Increase inbound leads to the website 2. Be seen as a thought leader in industry through education and engagement 3. Build relationships and excite influencers 4. Move leads through our sales funnel with relevant content 5. Retain through loyalty platform
- 35. Digital strategy Owned media Paid media paid search & ads influencer campaigns social media tweaks website blog content creation social presence design Earned media sharing, mentions, reposts, reviews Earned over time: - loyalty program - brand ambassadors Campaigns connect different activities: • Content on our blog • Influencer campaigns • Promote on social media • Share on specific communities • Pay ads • Retargeting Social media tweaks twitter chat, quizzes, games, contests
- 36. Marketing budget – media planning description owned media (web properties) website maintenance and SEO blog editorial content creation community management design paid media (advertising) paid search and ads influencer campaigns social media tweaks earned media (sharing) rewards loyalty program loyalty program maintenance • Through permanent work on owned media aiming to earned media, but using carefully planned and performed campaigns to get the best result from paid media
- 37. Monitoring/measurements • For raising awareness – Keyword ranking on SEO • For content creation and education – Website visits and conversions – Interactions on social media • For acquisition – Per registrar/promotion/campaign • For retain – Loyalty program impact – sharing, interactions… Brand health survey Dec 2015