Presentation of 3 Master in Management students about Huffington Post and the key to their success.

1. PART 3 WHEN A BLOG BECAME A NEWSPAPER Presentedby: AisteSlenyte Fátima Antelo Luz Parrondo

2. PART 1: INTRODUCTION

3. The Huffington Post - Breaking News and Opinion An American news website and content aggregating blog; a sophisticated system of aggregating content of its own and other sources Founded on May 9, 2005 by Arianna Huffington, Kenneth Lerer, and Jonah Peretti (left early on to work at BuzzFeed) After the first year, Huff Post began to branch out into areas beyond politics, as well as into media and entertainment Its first local version - HuffPost Chicago in 2008 HuffPost New York in June, 2009 HuffPost Denver in September, 2009 HuffPost Los Angelesin December, 2009 Features various news sources and columnists Uses social media devices/strategies

4. Key Factors of Success Technological Advantage Kenneth Lerer: Idea to build a business around blogging community Old media ways were not meeting people’s need to connect  change of media landscape Sophisticated system of aggregating content (breaking news, comments); low-cost content (opinion); links Technology to get their work/site “out there in front of people”: Search optimization (SEO Strategies) & Headlining Content Careful Brand Management Arianna Huffington: Big personality Outsize public figure Connections, endless networking (adaptive to Web endeavors) Liberal version of Drudge Report (to fill a news webpage gap as liberal media; comparisons) Targeting people’s need to connect – blogging & community of comment (blogosphere w/ interesting voices) Social Networking (recommendations, internet marketing)

5. “Triumph Of Packaging and Sensibility” (New York Times, Feb 2011) …turned out to be not just one thing, but a combination of features that together became a killer application  “a mixture of advocacy and investigative in-your-face journalism”, Ken Lerer, 2009 …built technology company as well as media company, the one that produced a profit in 2010! 5 years Approx. $50 million in costs

6. Connections Walter Leland Cronkite, Jr.was an American broadcast journalist, best known as anchorman for the CBS Evening News for 19 years. Ellen Degeneres,a stand-up comedienne, television host and actress. Nora Ephron, an American film director, producer, screenwriter, novelist, journalist, author, and blogger. She was invited by Arianna Huffington to write about the experience in the Huffington Post and now regularly blogs for the site.

8. Current Situation Over 30 million visits a month On February 7, 2011, AOL acquired The Huffington Post for $351 million making Arianna Huffington editor-in-chief of The Huffington Post Media Group And last week(May 26, 2011):

10. PART 1 PART 3 PART 2 PART 2: SEO STRATEGY

11. Search Engine Optimization (S.E.O.) Is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.

12. Providevalue Use keywords – withinreason Catchy and descriptiveheadlinestogetattention Letreaders share links on social media Tagit! Link, link, link Picture it Polling Huff Po’s S.E.O. Strategy Source: http://solutionmarketingblog.com/2011/02/17/huffpost-solution-marketing-seo/

13. PART 1 PART 3 Huff Po’s S.E.O. Strategy Source: http://www.nytimes.com/imagepages/2011/02/11/business/11search_graphic.html?ref=media

14. 1 2 3 4

15. 6 5

16. 7 Source: http://www.nytimes.com/imagepages/2011/02/11/business/11search_graphic.html?ref=media

17. SEO in NUMBERS: We want to… Capture Source: http://stateofthemedia.org/2011/overview-2/key-findings/

18. Be CTR Top Google Result Source: Search Engine Watch

19. + ASPECTS: Impact upon driving traffic to news websites Source: http://weblogs.hitwise.com/heather-dougherty/2009/04/online_news_aggregators_friend.html

20. PROBLEMS: Google Search Engine Market Share Source: http://searchenginewatch.com/author/1970/Danny_Goodwin

24. Blog’s Real Value?

25. Overstimatingrevenuethatblogs’contentgenerates in terms of ad sales

26. However, theybringvaluebyinfluencinghowmuchtraffic Google sendstotheotherparts of thesite

28. STRATEGY SWITCH Loyal readers or followers On social networking sites Social Media Optimization (SMO)

29. PART 1 PART 3 PART 2 PART 3 PART 3: SMO STRATEGY

31. + OpenID OAuth Authorization Model Share your private resources stored on other site without having to reveal your user name and password Logging is one click ahead! Use an existing user name and password to log in

34. Top 10 Social Networks Source: Hitwise.com (visited 30/05/2011) http://www.hitwise.com/us/datacenter/main/dashboard-10133.html

35. Social Recommender Systems Brings together the opinions of large interconnected communities Supports filtering of large quantities of data

36. Recommendation Approaches Content-based Filtering Keywords in article User’s taste Collaborative Filtering Other’s liking pattern User’s liking pattern Hybrid methods

37. Recommendation Systems Create value-added relationship between the site and the customer Sites invest in learning about their users Custom interfaces that match customer needs Improve loyalty Improve trust

40. You can have friends and check their activities

41. You can keep track of your friends and followers comments

45. To ensure good content, they also hired their own staffA GREAT BALANCE to get news updated on regular basis

46. WHEN A BLOG BECAME A NEWSPAPER Presented by: Aiste Slenyte Fátima Antelo Luz Parrondo THANK YOU FOR YOUR ATTENTION!!