La photo durant ma présentation: pour la fierté de mes parents ;-)
[Note: le costume-cravate n'est pas mon attirail préféré]Le compte-rendu "officiel" de mes propos avec certains raccourcis ... "journalistiques" (je n'ai peut-être pas été 100% clair!):
"In 2004 real estate ads and motorist ads disappeared from Swiss newspapers. PubliGroupe, the company that specializes in advertisement space sales decided to turn the tides. PubliConnect project was found - Head Business Engineering, Didier Durand spoke about it.
-The market shrinks. Classifieds market still hangs on but not for long. - Durand warned. What can be done about it? First of all one must realise what is going on. - Technology no longer makes business easier - it defines it - he stated, quoting John Chambers, head of American giant - Cisco.
Reality is harsh for traditional editors. Today almost everyone can replace them. Private users create millions of websites. Under such circumstances one has to modify the very doctrine "Content is King" to "Volume of Content is King."
Community service Craiglist - the bane of classified ads sector in the U.S - publishes 14 million new, free job ads a month. It is 45th most popular website in the Internet. Conclusion: users are not that much about quality - the volume of ads is something that matters.
What can press editors do? What are newspaper advantages? They can combine printed ads, which are more expansive, with Internet ads. Apart from that they can rely on brand, and even though that may seem silly, are simply prettier.
Publiconnect publication is free, however positioning of your ad costs - just like in case of Google. The key factor in the project is CMS (Content Management System ), which, according to Durand, cost quite a bit.
The system accumulates data indiscriminately. Directly from clients, press (analysing print scan), and even sending crawlers (internet bots that dig out data) to the competition servers, what is legal in Switzerland, although that is not the case in majority of other countries. Then it distributes them with all available channels from newspapers to mobile phones.
The true hit of PubliConnect is seemingly absurd service. Republication of pretty print classifieds on the newspaper website. System that scans the classifieds automatically recognizes particular positions - name, surname, post, requirements, salary. - Many clients want to see the ad they liked again on the Internet. - Says Durand. He says that this service allows the 15% increase in price of the Internet ad.
Automatization makes salespeople no more salespeople - they are managers of relations with clients. - All they do is check whether the technology works smoothly."
Reality is harsh for traditional editors. Today almost everyone can replace them. Private users create millions of websites. Under such circumstances one has to modify the very doctrine "Content is King" to "Volume of Content is King."
Community service Craiglist - the bane of classified ads sector in the U.S - publishes 14 million new, free job ads a month. It is 45th most popular website in the Internet. Conclusion: users are not that much about quality - the volume of ads is something that matters.
What can press editors do? What are newspaper advantages? They can combine printed ads, which are more expansive, with Internet ads. Apart from that they can rely on brand, and even though that may seem silly, are simply prettier.
Publiconnect publication is free, however positioning of your ad costs - just like in case of Google. The key factor in the project is CMS (Content Management System ), which, according to Durand, cost quite a bit.
The system accumulates data indiscriminately. Directly from clients, press (analysing print scan), and even sending crawlers (internet bots that dig out data) to the competition servers, what is legal in Switzerland, although that is not the case in majority of other countries. Then it distributes them with all available channels from newspapers to mobile phones.
The true hit of PubliConnect is seemingly absurd service. Republication of pretty print classifieds on the newspaper website. System that scans the classifieds automatically recognizes particular positions - name, surname, post, requirements, salary. - Many clients want to see the ad they liked again on the Internet. - Says Durand. He says that this service allows the 15% increase in price of the Internet ad.
Automatization makes salespeople no more salespeople - they are managers of relations with clients. - All they do is check whether the technology works smoothly."
Billet initial:
C'est le thème de ma présentation aujourd'hui à Varsovie pour la conférence de l'INMA sur les annonces classées sur Internet : comment nous avons tiré - chez Publiconnect (mon employeur) - quelques leçons du Web 2.0 pour l'appliquer au business des annonces classées.
Notre hôte, l'INMA, met un réseau wifi à disposition: je peux donc vous livrer ici mon Powerpoint qui "sent encore l'encre fraîche". Bonne lecture à ceux que le sujet intéresse même si il paraîtra peut-être un peu "old school" aux "bleeding edge geeks" que sont beaucoup d'entre vous... ;-)
PS: Très sympas les habitants de Varsovie!
Source: blog Media & Tech (par didier durand)
