Overview of CBSi business & technology network (with websites such as ZDNET, BNET and Tech Republic), Direct Marketing solutions, Events & Market Research offering.
2. Agenda
» CBS Interactive Portfolio
» The CNET Direct Database
» Our Services & Solutions
● Email Marketing
● Teleservices
● Interactive solutions
● Integrated Lead Generation Packages
» Events & Market Research
2
3. CBS Interactive Media Overview
#1 ONLINE
202M CONTENT NETWORK
MONTHLY UNIQUE
VISITORS
A TOP 10
GLOBAL MEDIA
PROPERTY
3
4. CBSi Business Global and local community resources
GLOBAL ZDNET - 12 MILLION GLOBAL TECH REPUBLIC - 3 MILLION
MONTHLY UNIQUE BROWSERS* MONTHLY UNIQUE BROWSERS*
.nl
.de
China Korea
Japan
Taiwan
GLOBAL BNET - 8 MILLION
MONTHLY UNIQUE BROWSERS*
4
Source: * ZDNet Internal site data 2010
Source: **Market Intelligence March 2010
5. Online Media Portfolio
Premium Content Experiences People Crave
Business Games, Music
Personal Tech Sports Entertainment
& Biz Tech & Lifestyle
CBS Business & Biz Tech for business professionals who are passionate
about keeping informed, building knowledge and sharing insights
5
6. Where technology means business
ZDNet has the largest online audience
of business technology decision
makers and influencers locally,
regionally and globally.
ZDNet delivers unparalleled access to
global and local business technology
content that is dynamically driven by
the needs and interests of our
audience.
ZDNet leads the way in creating market
first programs to achieve outstanding
results for our clients.
77% of the ZDNET audience are
involved in purchasing decisions
(set budget/strategy, recommend, approve/make)
6
7. Real world. Real IT.
Gives marketers access to an engaged
IT audience actively seeking solutions
to technology or business problems.
Offers an ideal setting for marketers to
align themselves with informative
content on current technology topics.
Time saving content for IT managers
including presentations to educate end
users, ready-to-use policies to enforce
IT security, customizable forms, and
checklist for work management.
83% of the TechRepublic audience
are involved in purchasing decisions
(set budget/strategy, recommend, approve/make)
7
8. The go-to-place for management
BNET is the country’s largest online
destination for practical, actionable
management advice to drive business
success and professional growth.
BNET reaches action-oriented business
leaders who proactively seek ideas and
solutions – from the corporate
executive to the small business owner.
BNET delivers results through custom
programs matched to your specific
target audience across any company
size, job function and industry vertical.
77% of the BNET audience are
,
involved in purchasing decisions
(set budget/strategy, recommend, approve/make)
8
9. CBSi Business Network: key local
statistics
• 1.26m page views per • 663,000 page views per • 840,000 page views per
month1 month1 month1
• 399,000 Australian • 200,000 Australian • 370,000 Australian
monthly unique visitors3 unique visitors per
monthly unique visitors3 month1
• 15,000 video streams a
month2 • Average time spent per • 17,000 registered
visit: 2 ½ minutes1 newsletter subscribers2
• Over 4,500 talkbacks per
month2 • Over 120,000 • Over 400,000 search
Downloadable assets engine referrals each
• Over 60,000 whitepapers month2
viewed and 3,000 • Over 350,000 video
downloaded each month2 streams a month • Over 3,000 subscribers to
BTalk podcast2
• Over 700,000 search • The world’s largest
engine referrals every • 12 industry news and
month2 technology whitepaper insights channels
directory with over
• Average time spent per 55,000 assets and 500,000 • Average time spent per
visit: 3 minutes1 downloads per month visit: 3 minutes1
9
11. The Database
» 100% third party opt-in email
» Real-time unsubscribes and purging of
non-respondents Local CBS Global CBS
Site Members Site Members
» Frequency capping, refresh and
enrichment
Search &
» Creative optimised for all site users, Telephone
Social
Acquisition
email clients and smartphones Networks
» Target by job function, industry,
company size and state
» Mining of interest categories
and behaviors
162k ANZ 1.7m APAC 6.5m Global
Contacts Contacts Contacts
11
12. Target Audience ANZ
Small Mid Large
Relevant roles across all Industries Business Market Enterprise TOTAL
<49 emp 50-499 500> emp
Senior IT/IS Execs, (CIO, CTO, CSO, MIS) IT
6,434 3,740 4,653 14,827
Director, Head of IT & IT Managers
IT Infrastructure, Network, Security, Datacenter,
Voice, Database & eBusiness Managers, 2,827 2,403 2,796 8,026
Architects, Analysts, Specialists & Administrators
IT Service, Systems, Desktop, Hardware,
Helpdesk & Technical Support Managers, 3,177 1,779 2,416 7,372
Supervisors & Engineers
Development, Application, Software & Web
4,289 1,929 2,511 8,729
Managers, Architects, Developers & Testers
Senior Corporate Execs, (Owner, Partner, CEO,
3,752 1,174 1,248 6,174
CFO, COO, CMO, SVP, VP, MD, GM & Directors)
Line of Business Managers, Finance, Sales,
7,240 3,033 3,650 13,923
Marketing, Service, HR, Legal & Operations
Other Business & IT Roles (inc Consulting,
8,720 4,745 4,498 17,963
Reseller, Education, Medical & Government Titles)
TOTAL BUSINESS CONTACTS 36,439 18,803 21,772 77,014
Consumers, Home Office & Prosumers 85,699 85,699
12
13. Target Audience APAC
Relevant IT & Biz roles across
INDIA SG MY TH PH INDO VT HK CH TW KR
all co sizes and industries
Senior IT/IS Execs, (CIO, CTO,
CSO, MIS) IT Director, Head of IT 29,709 8,954 7,367 3,133 5,169 4,938 1,212 3,918 16,490 6,851 8,560
& IT Managers
IT Infrastructure, Network,
Security, Datacentre, Voice, Data
28,621 4,961 4,581 2,115 5,417 4,267 1,217 2,072 18,321 5,295 8,422
& eBusiness Managers, Analysts
Architects, Specialists & Admin
IT Service, Systems, Desktop,
Helpdesk & Technical Support 15,272 4,647 4,230 1,483 5,461 2,675 652 1,397 13,639 5,443 20,630
Managers, Supervisors & Admin
Development, Application,
Software & Web Managers, 36,576 5,734 4,943 2,135 5,066 3,741 1,091 2,212 15,163 4,839 5,817
Architects, Developers &Testers
Senior Corporate Execs (Owner,
Partner, CEO, CFO, COO, CMO, 9,117 5,710 3,794 1,352 2,523 1,786 453 1,903 15,688 9,208 4,555
SVP, VP, MD, GM & Directors)
Line of Business Managers,
Finance, Sales, Marketing,
21,738 7,904 6,037 1,986 4,598 2,797 1,143 2,590 50,408 6,469 2,553
Service, HR, Legal, Purchasing &
Operations
Other Business & IT Roles (inc
Consulting, Reseller, Education, 19,647 3,250 4,076 1,848 3,388 2,483 1,342 1,721 46,542 6,144 7,550
Medical & Government Titles)
TOTAL CONTACTS 160,680 41,160 35,028 14,052 31,622 22,687 7,110 15,813 176,251 44,249 58,087
Consumers & Home Office 212,604 42,823 75,959 41,574 92,327 56,197 42,747 20,996 84,778 30,399 62,311
13
14. Services & Solutions
Premium Content Experiences People Crave
» Lead Generation, Qualification and
Management
» Online Community Engagement List Rental & Integrated
and Development Email Delivery Telemarketing
» Branding, Education and
Product Launch
Campaign Campaign
» Event Audience Generation Design Reporting
» Customer Profiling and Opt-in
Acquisition
Interactive Campaign
» Market Research and Analysis Production Management
» Video, Podcast and Whitepaper Production
14
15. Email Marketing
» Analyst Reports and
Whitepapers
» eBooks & eSurveys
» Business and Best
Practice Guides
» Resource Centers and
Toolkits
» Video, Podcasts
and Webcasts
» Events, Demos
and Trials
» Offers, Games and
Competitions
15
16. Teleservices
» 250 seats across 8 key APAC and EMEA locations
» 100% dedicated to the IT industry with professional
tech savvy operators
» Comprehensive scripts, FAQ’s and training by
dedicated campaign managers
» Latest call technology, tracking and management systems
» Delivery of high volume engagements to high end leads
» Leverage incremental response from primed
email contacts
» Generate highly qualified and nurtured sales leads
» Event audience generation
» Database refresh and contact acquisition
16
17. Interactive Solutions
Resource & Community Sites
eSurveys
Video & Webcasts
eBooks
17
19. Campaign Workflow
eDM Registration Resource
Campaign Microsite Microsite
CNET
Database
List Washing
Client
Database Tracking
To monitor the resources
registrants viewed
Telemarketing
To verify registrants and QC & Data Transfer
further qualify leads Email and Telemarketing
registration data quality
checked, leads graded
Telemarketing Follow up Email and data transferred
To non email respondents To telemarketing to client or partners
to generate registrations respondents with link to for follow up
& qualified leads resources
19
20. Lead Types
Nurtured Opportunity CPO
A nurtured sales opportunity or
appointment scheduled (POR & Pilot)
Qualified Lead CPL
BANT (Budget, Authority, Need &
Timeframe) or Screened Leads (POR)
Profiled Engagement CPP
Includes 2 to 4 questions to uncover
projects, challenges and needs
Basic Engagement CPE
Standard contact details
data capture, co size or
industry & opt-in/out
20
21. Lead Data Capture
Premium Content Experiences People Crave
Basic engagements (contact details only):
» Full name, job title, company name, full address,
telephone number and email address
» No of employees or industry vertical
» Opt-in or opt out for further client emails
Profiled engagements (max 3-4 questions):
» Number of network users, PCs, servers, branches,
mobile workers or volume of data
» Name, vendor or type of current infrastructure or solution
» Timeframe to upgrade, replace, purchase, project or
evaluate
» Current challenges, pain points, issues, priorities, areas
of interest or objectives
» Role in the decision making, influence, purchase,
evaluation or implementation
21
22. Extended Campaign Workflow
Email Viral Resource Site
CNET
Database
Client Interactive
Database Registration
Telemarketing
to primed non
respondents
Follow
up
Online Search & Social Emails
Newsletter Opportunities to
placement and leverage campaign
targeted ads
QC,
Reports
& Data
Transfer
22
24. Event programs such as TechLines as
Event programs such Techlines
» ZDNet Australia delivered a live
broadcast panel event called
TechLines, which revolved around
the theme "Email is Dead".
» Bring events online and extend
events shelf life and reach under
your target audience.
» Peak live audience of 2,000 , 7,000+
total views with an average stream
length of 31 minutes.
» Strong social media integration:
Over 750 tweets from the #tlines
hash tag on event day
» 342% increase in unique visitors to
sponsor website
» Event coverage in IT Journo,
mUmBRELLA, Stilgherrian,
Mediaweek, 4 screenings on CNBC,
24
25. IT Priorities 2010
» The largest survey of business
technology decision makers in 2010
» 1310 respondents, nearly half of
which influence IT purchases (58.1%)
and over a third are the final IT
decision makers (33.9%)
» Nearly half (45.4%) of respondents
say that their IT budget has increased
over the last year.
» The lowest priority for 2010 was
Green initiatives with the highest
priority being Meeting
Customer/Partner Expectations.
» Top IT challenges for 2010:
● Protecting and securing the network
● Business continuity
● Improving service responsiveness
25
