First presentation deck to show client management how available photos and data on a real estate site could be turned into sticky editorial content -- that would not require extensive monitoring or updating by editors, since most of the product would follow set coded and database request rules automatically.

1. Sticky Thump
Content, Ads and Leads come
together in a radical sticky web
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2. Addressing the Question
And here’s one look at an answer –
a different way of mining Move Network’s content
assets, and turning them into something unique
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3. The Aim: Alignment
Create a perfect alignment of content, ad sales and lead generation
“Previously our emphasis was on the accuracy of our content. The context of
the experience is what is important now” -- Steve Berkowitz, Sept 16, 2010
Content – drives organic search traffic and engagement
Ad Sales – monetizes the traffic and engagement
Leads – our business depends on leads …
… and these leads can be generated through an exciting and unique
means of curating content
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4. The Editorial Component
We have millions of content assets – photos and home data
Normally the way users access these is through searches on the site to SRPs and
LDPs
But these are for the most part search results pages and – especially until the Redux
change that gave a distinct indexableurl to properties – could not be indexed in search
engines and enlarge our search engine footprint.
However, if we add some editorial – a way of curating our content into unique pages –
then we benefit, not only from being able to put new context around our content assets,
but by also creating distinct and unique content units that are searchable and will direct
traffic to the site, and even leads for our listings.
Think of it this way: While you can search for fashion and furniture in thousands of
online shopping sites, the magazine Lucky became successful by adding editorial
around the very same photos and copy. The magazine made editorial selection and
made the content assets more easily digestible.
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5. The Essential Tool
In this proposal the essential presentation
tool we will use to harness the power of
editorial and content -- to generate ad
impressions and leads -- is theSLIDESHOW
This deck will show how existing content assets on Move.com and
Realtor.com, as well as other assets that are available to us, can be
turned into a unique content product for ALL our sites
It’s a product that mixes traditional editorial expertise with machine
selection logic of tagged assets
Most of the slide components described here will be generated
automatically once we’ve set the rules
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6. Why Slideshows? … Traffic!
“Yahoo’s up again in comScore’s latest search
rankings. Reason? It seems largely due to non-
search ‘slideshow’ activity … Each click to get a
new picture changes the URL to a new search
query, thus making it seem the person did a new
search — even though they really didn’t.” -- Jun
11, 2010
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7. Not just Yahoos!
Andrew Meares, chief photographer at The Sydney
Morning Herald, reports that slideshows, which
magnify ad impressions, have become very popular
with online site visitors — more so than video.
“Our video team pop the champagne with 5000+
views.Our top text stories of the week rate 80,000+,” he
says. “Total slides pageviews to date are 1,214,918.”
– Teaching Online Journalism
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8. And besides traffic?
The SLIDESHOW as we envisage its use here is the perfect tool
to make use of what is the Move Network’s principal store of
freely available content assets – photos and home data
We have libraries of photos – and associated data
-- that other content sites can only dream about
The unique Move Network slideshow can take these assets and
use editorial context to enable them to generate engagement in
a new, user friendly way – and, most importantly, provide an
exciting way of generating leads for our consumers
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9. Here’s something basic
Simple Ad
integration
in
Slideshow
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10. Here’s another
Adverts are inserted throughout the slideshow
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11. Sponsorship application
Here’s a sponsorship for J C Penney integrated into the slideshow
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12. Packing them in
Keep the ads coming in all locations
Banner
and
separate
right rail
Buyout of
both
positions
Google
Banner
Google
Ads all
over
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13. So …
It’s easy to see how useful such curation of content – adding
editorial to content assets -- is to Consumer Ad Sales, since you
can slip ad into the slideshows and have them sponsored.
But what about Lead Generation?
Yes. That’s possible too since the photo in
the slideshows can link to LDPs
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14. Only one example of this tactic
The slideshow example that follows in the next section is just
one way of providing context to our existing assets with
editorial curation.
Also, while this slideshow is an advanced example of what’s
possible, and would depend on us making a commitment to
tag our photos more extensively, we can start small using
existing tags (some later slide show ideas in this deck will
show this) to use curated content in slideshows to back
campaigns, or to disseminate data, and from there iterate to
the more complex products
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15. The Full Picture
What a Move Network
slideshow might look like
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16. Editorial sets the story
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17. Slide created by editors
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18. Slide created by editors
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19. Slide using Realtor.com content assets
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20. An advertizing slide
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21. Slide created by editors
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22. Using Realtor.com assets
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23. Using Realtor.com assets
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24. Using Realtor.com assets
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25. Slide created by editors
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26. An advertizing slide
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27. Using Realtor.com assets
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28. Using Realtor.com assets
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29. Keep on clicking …..
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30. The Elements
The Move Slideshow’s
component parts
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31. The Slide Types
Three main types
•The Realtor.com assets slide
•The Editorial slide
•The Advertising slide
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32. The Editorial Slide
Two types here
They set and maintain the theme for the slideshow
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33. Header Slide
Tells the viewer what the slideshow is about
– it’s the “cover,” the “front page”
It is created by a Content Team Editor
• It will have a short engaging title
• A subtitle to carry relevant keywords associated with the theme of the slideshow
• An ―upfront‖ paragraph – expanding the theme, encouraging viewing/action and value prop
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34. Body Slide
Basic components are a photo, related text and ad unit
This content is
created by an editor
2 copy elements
• Engaging magazine-style
long photo caption
• Related ―TIP‖
Other Elements
Like/dislike button
Facebook
Share button
Links – both to content and other areas of Move Network sites and outside courtesy links
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35. Photos for Editorial Slides
We already have access to
Remodelista home design
photos and use them in blogs
Also if we set up and
encouraged a designer
community on Move.com,
(just like ELLE magazine)
– with profile pages and
links to design sites – we
could build and access a
major library of photos
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36. Ad Photos for Editorial Slides
Killing two birds with one stone we can also arrange with companies to use their catalogue photos
in advertorial/editor selected advertising slides to a consumer sales opportunity as well as an
editorial experience a la Lucky.
It’s even
IKEA smarts possible to
The Swedish powerhouse, a go-to source for
inexpensive, well-designed furniture and make full
accessories, proves once again that its products
are as clever as they are functional with its line slideshows
of slim, space saving, wall-mounted bins in its
RETUR recycling line, $7.99-$19.99
in
Tip: With recycling rules varying from town to
conjunction
town, IKEA’s RETUR bins can create a custom with
sorting area that blends right into the wall of a
bright and lively kitchen like this one. companies
like Target,
Home
Depot, IKEA
and others
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37. Ad Slides
We sell the full slide space to an advertiser, a sponsor or use house ads
To take full advantage we should
build to allow the inclusion of
interactive ads that encourage
viewers to click these ads to see
video, download apps etc.
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38. Realtor generated slides
Same look as editorial body slide but with a bit more back end complexity
Data
Merge
Tagged
Photo
Content
Unit
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39. The Realtor Photos
Photos we have – plenty of them
Need to tag so we program editorial selections
– ―kitchen‖ ―bedroom‖ ―modern‖ etc
Important tag
-- is photo good?
Sales force first line of editorial control
Editorial Mechanical Turk second – how we ensure tagging and photo quality of available library
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40. Realtor Copy
Two components – the slide description and the filler (tip, fact or other tagged micro content unit)
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41. Slide Description Copy
We will not use Realtor’s beauty descriptions but plug data into a variety of templated forms
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42. Facts and Tips
Content units used to fill in under a minimal house slide text.
We can write a 100 or more of these and they can be called to fill space and provide sales or link ops.
Note About Use: So for instance, if the bathroom we show in the slide is from a ―ranch‖ home, rules will specify that a fact or tip related to ―ranch‖
will be the first fact/tip called to the space. If a ―ranch‖ tagged fact or tip doesn’t exist, or the ones tagged in that ―ranch‖ category that have been
used previously in the same slide show, rules will cause a more general fact/tip related to homes or real estate will be called.
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43. Realtor Slide Functionality
Two cases:
House on Market
House not on Market
This is a decision we can make later on
Obviously we would program to use photos from houses on market first
But we may want to feature houses (with a link to the realtor’s profile page) that a lot of
people like.
And we may need these photos to fill out a slideshow theme.
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44. The invitation – Click Candy
Speaks for itself
Invitation to view more slideshows
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45. The Anatomy of a Show
Putting it all together
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46. Slideshow size
Ideally it should be about 15 slides
• Cover and final
• Ad Sales slides (2)
• Edit ―Body‖ slides (4)
• Realtor.com photo assets slides (6/7)
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47. Sequencing
Sequence is important to set and keep focus and maintain engagement
A suggested sequence:
1. Header
2. Editorial body slide
3. Editorial body slide
4. Realtor photo slide
5. Ad slide
6. Editorial body slide
7. Realtor photo slide
8. Realtor photo slide
9. Editorial body slide
10. Ad slide
11. Realtor photo slide
12. Realtor photo slide
13. Realtor photo slide
14. Final – Invitation to click more
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48. What to do with it?
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49. Link it from a homepage
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50. Facebook, Blogs and Syndication
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51. Can use slide show tool for other content
The most expensive U.S. housing markets
Newport Beach, Calif.
Palo Alto, Calif.
Homes for sale in Newport Beach, Calif., La Jolla, Calif.
In Palo Alto, Calif., the average listing Rye, N.Y.
have an average listing price of $1.83 In La Jolla, Calif., the average listing
million, the highest in the U.S., according price for homes is Francisco
price is $1.48 N.Y., homes for sale the for anSan
Rye, million, according to list
to average
$1.21 million,
A home is Report. in to the Coldwell Banker
Coldwellprice of $1.33 million,shown for sale in the Haight
Banker Home Listing according to the
Coldwell Banker’s Home Listing Report. The according
its RETUR recyclingBanker neighborhood in
Coldwell line, $7.99-$19.99
data cover February to August and Home Home ListingSan Francisco.
Ashbury Listing Report.
Report.
Average listing prices there are $1.33
specifically look at four-bedroom, two-bath
houses. million, according to the Coldwell Banker
Home Listing Report.r
Tip: With recycling rules varying from town to
Tip: With recycling rules varying from town to
town, IKEA’s RETUR bins can create a custom Tip: With recycling rules varying from
town, IKEA’s Tip: bins can create a custom from
RETUR
sorting area that blends With into the wall ofvarying town,town toRETUR bins can
right recycling rules town to
a
right into recycling rules IKEA’s
sorting area that blends Tip: With the wall of a varying
bright and lively kitchen like thisRETUR bins can create a customfrom town to
town, IKEA’s one.
create a custom sorting area that
bright and lively kitchen town, blends RETUR bins can create a custom
sorting arealike this one.right into the wall of a
that IKEA’s
blends right into the wall of a bright
bright and lively kitchenthat blends right into the wall of a
sorting area like this one.
and lively kitchen like this one.
bright and lively kitchen like this one.
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52. A Slideshow can be used to back a campaign
Say we want to target foreclosures:
Slideshows can be created mixing foreclosure information and tips under a title such as:
Foreclosures for $200,000 in Atlanta
Foreclosures you can get for $300,000
Foreclosure Value
This 5-bedroom house in an upscale
community in south Lincoln has a sprawling,
open floor plan. Each of the five bedrooms
has a private bath and walk-in closet. Built in
2003, on a 3.25 acre lot the property lists for
$192,500.
Foreclosure Tip: When scouting decide
whether the house is something you will
resell or keep. Some houses can easily be
repaired for reselling purposes because the
next buyer can take care of the other details.
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53. iPhone and iPad
We can put the slideshow on apps – iPhone, Android and the iPad
And of course the photos link back to the Realtor.com listing pages.
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54. iPhone Design Aps
People are already paying for aps that are in essence slideshows of well designed homes
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55. Rollout
Content, Ad Sales and Leads
together in a Sticky Web
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56. Ready
Content is available to do slideshows immediately
Basically if we have a slideshow set up – WLV devs say it’s a 1 week/2 week build – we
can go ahead and start creating slideshows with Remodelista content adding
ads/sponsorship from Consumer Sales
We can also leverage any sales related content into slideshows – IKEA, Target and so on
And we can do editorial news slides based on Realtor.com photos and data filtering using
their existing tags for slideshows such as “Homes for Under $250,000 in Los Angeles,”
“The Most Expensive Homes in America” “Foreclosures for under $200,000 in Georgia”
and so on.
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57. Steady
I we get the basic slide out on pages and they generate traffic and PVs we can decide to
invest in more extensive tagging of Realtor.com photos and data to generate more
slideshows.
Couple of things here:
Tagging process – sales level and Mechanical Turk
Data merge for content – pretty simple but copy needs to be clever to cover
Rules to ensure valid “live” photo selection availability
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58. Go!
Builds to put it all together
Editorial photo search (“lightbox”) to ensure photo availability – need to have 8/9
CMS able to set rules for photo selection in each Slideshow
Create CMS templates for editorial content – photos and copy
Create Tip/Fact copy – build ability to merge to slides
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59. You’ve all seen slideshows
You’ve played with them
You’ve wasted time on them
They suck you in
They’re click candy
“The crack cocaine of the Web” sez Shannah Pittman, SEO
They’re searchable pages for UU traffic and they generate more PVs than article pages
They’re very monetizable for ad sales and sponsorship
…. so let’s get clicking
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