En hoe heeft Sanoma dit in haar netwerk geintegreerd?

1. Sanoma &
E-commerce
Cross Media café
@Sanoma, Hoofddorp
19 April 2013
Sander ten Dam

2. What is e-commerce?
Three areas for Sanoma
2
Selling and cross-selling
Sanoma products
Integrated into content
platforms
Stand alone
e-commerce platforms

3. What is e-commerce?
Three areas for Sanoma
Integrated into content platforms
3
Selling and cross-selling
Sanoma products
Integrated into content
platforms
Stand alone
e-commerce platforms

4. Integrated into content platforms
Difference between product and brand
4
Content platform Brand(name)

5. Source: Sanoma Digital Media KPI reporting, team analysis
Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
5
Total traffic in Sanoma sites

6. Services
(e.g.
mail)
Services
(e.g.
mail)
Source: Sanoma Digital Media KPI reporting, team analysis
Total traffic in Sanoma sites
Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
6

7. Lead
generation
(e.g.
directories,
comparison,
classifieds)
Lead
generation
(e.g.
directories,
comparison,
classifieds)
Services
(e.g.
mail)
Source: Sanoma Digital Media KPI reporting, team analysis
Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
7
Total traffic in Sanoma sites

8. Content platform
Non e-commerce topic
(e.g. news, weather, sports, rtv)
Lead
generation
(e.g.
directories,
comparison,
classifieds)
Services
(e.g.
mail)
Source: Sanoma Digital Media KPI reporting, team analysis
Content platform
Non e-commerce topic
(e.g. news, weather, sports, rtv)
Total traffic in Sanoma sites
Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
8

9. Source: Sanoma Digital Media KPI reporting, team analysis
Content platform
E-commerce topic
(e.g. fashion, parenting, home deco, cars)
Total traffic in Sanoma sites
Integrated into content platforms
Base in content platforms to drive
e-commerce is relatively small
9

10. Integrated into content platforms
Content platforms and e-commerce ‘live’ at opposite
sides of consumer journey
10
Attraction
Interest
Action
Desire
Content E-commerce
Consumer
mindset
Entertained,
Inspired, Relax
Shopping, Information Needs
help, Easy
Product focus Fun, Engagement Functional, Tool
Objective site More impressions à
Keep them in
Money at the finish à
Get them through
Paying
customer
Manufacturers
A-brand advertisers
(R)etail, Consumer
KPI Branding, TOMA, CPM Sales, Conversion, CPa
Quite some barriers

11. Platform based on product database
1
1
AdvertisersDatabasesMediaConsumers
Advertiser #1
Advertiser #2
Advertiser #3
Advertiser #4
Kieskeuri
g.nl
Offerium
.fi
Other
Advertiser
#XX
Advertiser
#XX
Editorial
Commerce
Database with
sellable
products
Site #1
App #1
Tablet
mag #1
Site #2
App #2
Site #3
Site #4
CMS
CMS #1
CMS #2
CMS #3
CMS #4

12. What is e-commerce?
Three areas for Sanoma
Stand alone e-commerce platforms
12
Selling and cross-selling
Sanoma products
Integrated into content
platforms
Stand alone
e-commerce platforms

13. E-commerce is mainly lead generation
Only retail if lead generation is proven
13
Lead generation

14. Our current Performance Based assets are under
pressure
14
Lead generation
Lead generation
is improving its
services
E-tailers will be
marketplaces
Based in
small language areas
International players

15. Launching
new
verticals
We need to push back to mitigate our middleman
position
15
Improving
services
Replicating
into large
markets
Expanding
in funnel
Extending
to other
devices
Lead generation

16. Investments in Startpagina Search will lead to higher
quality leads and intensified usage
16
To consumers: Intensify usage
- Better / more trustworthy way to
search than a search engine
- More awareness on Startpagina’s
offering
To advertisers: High lead quality
à More relevancy
à higher quality leads
à higher price per lead

17. To keep improving our funnel, we implement
recommendation and persuasion techniques
17
Source:
Robert B Cialdini
Influence: The Psychology of Persuasion

18. Expanding our assets further in the
E-commerce funnel helps us maximize revenues
18
ü We only expand in the E-com funnel
when we have proven to be successful
in lead generation
ü Launch Kieskeurig Kassa
ü Integration of SB commerce /
Voor-thuis

19. Launching new verticals
- New storefronts (Men and Kids fashion)
- Adapt to mobile and video
- Leef.nl

20. Our assets and people should adapt to the different
way that devices are used
20
MOBILE
Integrate web and
bricks & mortar
TABLET
Optimizing sites
for tablet usage
TV
TV / Second
Screen shopping

21. And if our assets prove to be successful, we will
replicate them into larger markets
21

22. Way of working

23. Whatever the project is, we start as small as
possible and use a step-by-step approach
23

24. Our reusing+ policy remains the base for every new
initiative
24
1. Reuse technologies
2. Reuse customer base
3. Reuse brands
4. Reuse knowledge and skills

25. We will focus our attitude towards stimulating
entrepreneurship
25
ü Create mental and physical
space for all employees to work
on innovations
ü Adapting to new circumstances
is more important than sticking
to the original plan
ü Accountability afterwards,
instead of control upfront

26. We need highly skilled personnel to be successful…
26
Highly skilled & motivated people
Hiring Training Examining
Criteria for new employees
Analytical skills
Retail mindset
Performance Based
Academy for Internal
(employees) & External
(advertisers and new talent)
Yearly mandatory test for all
employees to ensure a high
level of knowledge

27. … but maintaining operational excellence is equally
important
27
AGREE ADDRESS
ENCOURAGE
TRANSPARANCY
HONESTY

28. 28
Thank you