1. BRG Open Session
Puerto Rico Meeting

2. Quick Intro
Tony Kirsch Head of Professional Services, Neustar Registry
Advisor to major organizations globally on .brand strategy and implementation
12 years of Top Level Domain industry experience
@TonyPKirsch

3. Q&A Session

4. As of today…. %
of companies are already using their .brand TLD

5. .brand Usage Full transitions Microsites Social Media Vanity URLs
We’re seeing four main types of usage:
Full transitions
Microsites
Social Media
Vanity URLs
©2016 Neustar Inc. All Rights Reserved

6. Full Transition

7. Copyright © 2016 Neustar, Inc. All Rights Reserved

8. Copyright © 2016 Neustar, Inc. All Rights Reserved

9. Microsites

11. ©2016 Neustar Inc. All Rights Reserved

12. Vanity / Redirect URLs

13. Today’s direct navigation
CHASE.COM
HOME.CHASE
ADDITIONAL entry point,
same content
Sets the context for future engagement
Copyright © 2014 Neustar, Inc. All Rights Reserved

14. home.brand redirect industry standards:
~ 60 .brands using this method today, including:
home.mlb
home.nfl
home.amica
home.cisco
home.ford
home.shell
home.sky
Copyright © 2014 Neustar, Inc. All Rights Reserved

15. Yankees.com & Yankees.mlb
newyork.yankees.mlb.com

16. careers.ford redirects to
Vanity URL
careers.ford redirects to

17. Vanity URL
cloud.cisco redirects to everything-ioe/cloud/vision/index.html

18. Social Media

19. Even bit.ly tells us not to use ‘unbranded’ links in social…
Source: bitly.is/2yDPc11
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20. .citi
.hsbc
.philips
.prudential

21. Why this matters to marketers

22. Our Objective Use .brand to tackle the giant issues facing digital today
Copyright © 2016 Neustar, Inc. All Rights Reserved

23. Direct Customer Engagement Increase Effectiveness of Advertising
Cut Costs
Increased Security
Create consistency and personalization
Future Proofing
Copyright © 2016 Neustar, Inc. All Rights Reserved

24. No click through for mlb.com as Google has provided the response

25. <everything>.discover
Copyright © 2015 Neustar, Inc. All Rights Reserved

26. No click through for mlb.com as Google has provided the response

27. No click through for mlb.com as Google has provided the response

28. 14th March 2018

29. Best Quote From A Client “Our brand will outlive every product, innovation, service – and frankly every person in this company. It should be the core of everything we do.”
Copyright © 2016 Neustar, Inc. All Rights Reserved

30. The End Game Use .brand everywhere to protect and enhance the brand, and simplify direct digital engagement for the future benefit of our organizations.
Copyright © 2016 Neustar, Inc. All Rights Reserved

31. .neustar
Our transition to .brand

32. Why Transition to .neustar?
Help our customers to find our content easily
Increase the efficiency of our advertising
Reduce our costs
Enhance our security

33. Why Transition to .neustar?
Increase trust with customers and partners
Increase our 1st party data
Aligned with our website refresh program
Join a global branding revolution

34. .neustar
The key project elements

35. Migrated from neustar.biz to using home.neustar
© 2017 Neustar Inc. All Rights Reserved

36. communications.neustar
Gave our key business units a connected microsite within the ecosystem
neustar.biz
home.neustar
security.neustar
marketing.neustar
registry.neustar
risk.neustar
communications.neustar
© 2017 Neustar Inc. All Rights Reserved

37. Created intuitive pathways to ALL of our content
© 2017 Neustar Inc. All Rights Reserved

38. Created intuitive pathways to ALL of our content
© 2017 Neustar Inc. All Rights Reserved

39. Built our own Neustar search engine
© 2017 Neustar Inc. All Rights Reserved

40. Built our own Neustar search engine
© 2017 Neustar Inc. All Rights Reserved

41. Moved to a new, branded URL shortener

42. Moved our staff emails to .neustar addresses
Customer Support teams now have s on:
@support.neustar

43. Moved our staff emails to .neustar addresses
Customer Support teams now have s on:
@support.neustar

44. Focused on reducing our costs
Cheaper, faster domain registrations in .neustar
Slowly evaluate our domain portfolio
Reduce defensive registrations
Avoid costly buybacks for new campaigns

45. Focused on reducing our costs
Not Us!
Us!

46. Used .neustar in our advertising
marketing.neustar

47. <Anything>.neustar (Giving our digital content
Neustar.biz to
<Anything>.neustar
(Giving our digital content
it’s own identity)

48. .neustar
The Outcomes

49. Effort Required vs. Benefit Search Results
Universal Acceptance
Did work?
Downtime
Effort Required vs. Benefit
Search Results
Copyright © 2016 Neustar, Inc. All Rights Reserved

50. Planning for Success Communication (Internal and External)
Detailed transition planning
Managing risk is a priority
Execute with speed and commitment
Focus on flexibility and continued learning post transition

51. 20% 22% 25% 24% Our Metrics Page Views Total Sessions New Users
Returning Users

52. Organic Search Traffic
Our Metrics
12%
10% 8%
Organic Search Traffic
Direct Traffic
RFI Leads
12%
15%
Page Depth (>3pgs)
Time on Site

55. Q&A Session

56. Relentless drive to make Round 1 .brands TLDs a success
Where to from here?
Relentless drive to make Round 1 .brands TLDs a success
Use .brands to solve real business problems
Key Lesson – Get moving as Momentum Breeds Momentum!!
Focus on .brands being the everyday business culture of the future
Copyright © 2016 Neustar, Inc. All Rights Reserved

57. Remind ourselves that consumers do learn new things very easily online
Where to from here?
Remind ourselves that consumers do learn new things very easily online
Evangelize your success and share it with the world
Stop talking about domain names, industry jargon and things from the past
Round 2 is vital for the success of .brands (IMHO)
Copyright © 2016 Neustar, Inc. All Rights Reserved

58. The world’s leading hub of .brand information.
MakeWay.World
The world’s leading hub of .brand information.
Thank You!
@neustartlds