the powerful web traffic profile of breaking news in a community

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 1

The Powerful Online Traffic Profile of Breaking News in a Community

Patrick KitanoManaging PrincipalDomus Consulting Group

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 2

ANALYSIS

1. Why locals clamor for Breaking News

2. Why Breaking News is instantly “findable” in the community

3. Twitter and Facebook clickthrough statistics

4. Search engine juice5. Brand equity benefits for

Breaking News site owners

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 3

Communities nationwide all want real time information about their city

Everybody wants to know what is happening locally… at

this very moment!

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 4

Local online newspapers exist, but they’re not capturing local news and conversations being broadcast in real time on the social media

Local news are generally news syndicators and aren’t curating the “real time web”

Usually lots of ads!

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 5

Breaking News uniquely serve the community as a local media resource

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 6

Local Breaking News is accessible via website, Twitter and Facebook

It is social media enabled

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 7

New marketing paradigm #1:

Breaking News is automated media. It runs 24-by-7 with fresh local content and requires little maintenance

It’s an efficient media engine that provides

community value

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 8

New marketing paradigm #2:

Breaking News is “ubiquitous” and easy to find because it broadcasts valuable local news across various social networks

Go to the stats!

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 9

Twitter Statistics

Breaking News Twitter feeds broadcast tweets whenever local news happens, often twice per hour

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One week after launch on Feb. 1, @torontodowntown averages 17 clickthroughs per tweet, or over 900 clickthroughsdaily

Clickthru stats for February 8, 2010

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 11

Here’s a sample of the kind of news readers in Toronto clicked on last week

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 12

The rates of 16-26 clickthrus per tweet are consistent across all Breaking News Twitter feeds

*

*

*

*

Clickthru stats for past 7 days

* In beta test, reflects only fraction of total clickthroughs

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 13

Even brand new Twitter feeds are found by the community, almost instantly

@SantaFeRealTime launches today

(February 8, 2010)

Pre-launch statistics for February 7

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Clickthrus on Facebook pages will become comparable to, and eventually exceed Twitter’s

A2 (Ann Arbor, MI) residents can choose Twitter,

Facebook or the website for finding local breaking news

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 15

Google Juiced!

Breaking News attracts powerful search engine attention

Downtown Toronto News reaches #1 on Google search only five days

after launch

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 16

Google Juiced!

Breaking News Twitter feeds eventually reach a powerful page rank 5 and higher

Same Page Rank as Inman.com

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New marketing paradigm #3

Local media properties drives powerful local traffic instantly.

First seven days averaging 700+ clickthrus daily

As of 3:00EST 02/08/10

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Building brand equity

How does Breaking News benefit you in your community?

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You’re recognized as providing a community service

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Through Breaking News, you “curate” your community and recognize locals by adding them to your list categories

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It’s all about good will… when you help other locals market themselves, they appreciate it and see you as a community connector and hub

“Thank you for adding me”

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 22

New marketing paradigm #4:

Brand yourself to the community.. not as you but through your community service!

Website

Twitter

Facebook

Community engagement is powerful marketing

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 23

Locals clamor for community breaking news!

They will enthusiastically join your Breaking News network, but may hesitate to join a real estate agent’s fan page if they don’t know you

(in seven days…)

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 24

Being ubiquitous works just like advertising did twenty years ago

It’s all about branding

You stay TOP OF MIND because… you’re everywhere

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 25

Breaking News positions you as a local community media resource… with the recognition and influence associated with being the media

New marketing paradigm #5:Be the Media!

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 26

New marketing paradigm #6:

Own the media!

Breaking News is unique because you own your city, not CNN or Comcast

Breaking News grows in value as an asset based on web traffic

and local influence

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 27

RECAP:

Six brand new marketing paradigms for the real estate professional

1. Automated media marketing works if it provides community value

2. Local Breaking News is easy to find across social media platforms

3. Local media properties drive local traffic instantly

4. Build brand equity by offering a valuable community service, not by push marketing yourself (hohum)

5. Be the media! Your community loves a local media resource who can leverage their status for business

6. Own the media! Breaking News is an asset that grows with web traffic

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 28

The Breaking News Network is national with new cities added every day

(We’re building globally in March 2010)

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 33

Developing a local media resource today is just like publishing a local newspaper 100 years ago. But today, it takes only 48 hours to do so.

The window is open.

Patrick KitanoManaging Principalpat@domusconsultinggroup.com(415) 573-2481