1. More data on this topic available from:: Web 2.0 & Paid Content: A 5-Step Tour Anne Holland, President MarketingSherpa

2. More data on this topic available from:: 2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How hot is it?

3. More data on this topic available from:: 3 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. What’s 2.0? Social Networking Blogs & Podcasts User Generated Content Wikis IPTV and Microbroadcasting Flash Groups, Twittering, Tagging

4. More data on this topic available from:: 4 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. YouTube Video  Web 2.0 Video (The Machine is Using Us ) Web 2.0 Video (The Machine is Using Us )

5. More data on this topic available from:: 5 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How do paid content sites make money with Web 2.0?

6. More data on this topic available from:: 6 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Type #1. Community of Interest

7. More data on this topic available from:: 7 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $10-15 per month (since 1985)  The well cover shot

8. More data on this topic available from:: 8 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 25 Pounds per month  courierexchange

9. More data on this topic available from:: 9 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $9.95 month Top member benefits:  Upload to Photo Albums  Embroidery Discussion Forum  Quilting Forum  Chat Room Access

10. More data on this topic available from:: 10 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $25-$60 year  TheMet.com

11. More data on this topic available from:: 11 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Type #2. Database of Contributed Content

12. More data on this topic available from:: 12 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.  http://www.match.com/

13. More data on this topic available from:: 13 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $19.95 - $200.00 month  linkedin

14. More data on this topic available from:: 14 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $25 or 25 contacts per month  Jigsaw

15. More data on this topic available from:: 15 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Type #3. Print 2.0 Launched 1965 12 bi-monthly magazines 15 million paid subscribers total Sold in 2002 for $760 million Roy “Print 2.0 God”

16. More data on this topic available from:: 16 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $760 million in 2002  http://www.reimanpub.com/Revise/M agazines.asp

17. More data on this topic available from:: 17 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. $24.99-$44.99 per year  http://www.jpgmag.com/

18. More data on this topic available from:: 18 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Type #4. Paid Contributed Video – MIA? "We are seeing a shift of TENS of BILLIONS of dollars per year coming from traditional TV ad buyers to online video. These ad buyers want to buy video ads, not text ads. They are looking for high-quality videos to insert their commercials.“ Kim Malone, Online Sales & Operations Google AdSense

19. More data on this topic available from:: 19 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Type #5. Marketing Paid Sites via Free Web 2.0 Mentions  Map of online world

20. More data on this topic available from:: 20 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. YouTube – 0%  Youtube and sherpa

21. More data on this topic available from:: 21 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Photo Sharing – Zero traffic but great ranking

22. More data on this topic available from:: 22 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Tagging – Delicious 1,361 visitors

23. More data on this topic available from:: 23 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. StumbleUpon – 4,738 visitors

24. More data on this topic available from:: 24 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Wikipedia – 586 visitors

25. More data on this topic available from:: 25 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Blogs: 6.2% of total traffic

26. More data on this topic available from:: 26 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. But, consider the impact on search rankings Sherpa Traffic Breakdown: 46.02% = Email links & Direct to site 30.58% = Unpaid search clicks (SEO) 23.4% = External ads, media/PR, & assorted Web 2.0

27. More data on this topic available from:: 27 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. In conclusion:  For paid content, Web 2.0 is mostly stuff we were doing all along.  Ask your customers to see what they really want.  Consider creating annual “Event”-type content bloggers & taggers can link to.  Get into Wikipedia (without breaking the rules).  Focus on optimizing your current business (and site) first; don’t let 2.0 hype sweep you away from job #1.

28. More data on this topic available from:: 28 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you & Thanks to: Roy Reiman, ‘I Could Write a Book’ ExactTarget – ESP Omniture – Analytics And now for a Web 2.0 marketing story…