Asia

域名與行銷應用及企業品牌
.Asia的發展經驗與 SME 網上品牌創建
Taipei | 2012.03.28
Important Note: This document was
prepared for a private audience. Copyright
for images included in the presentation
have not been obtained from the right
owners. If you are a right owner and wish
for the images not to continue to be
included, please contact me via email:
edmon@dot.asia
A Future of Many gTLDs
.inc
.music
.africa
.asia
.movie
.
hainan
.音樂
.film
.kids
.microblog
.서울
.台北
.art
.广东
.seoul
.klc .黑龙江
.新闻 .taipei
.Future
1954
2004
Jon Postel: 1943-1998
June 20, 2011: ICANN Approves New
gTLD Program
Will People Choose Their TLD When
They Have a Choice?
chris316.asia
artquve.asia
studio-be.asia
Choosing not to use .com…
rotarychild
mortality.asia
asian-curd.asia cha-shu-mau.asia
Our work at DotAsia:
• Understand the community we are serving
• Develop mass market awareness
• Facilitate a foundation of usage
Understanding the Asian Internet
Marketplace
Growing Internet Population in Asia
Source: Internet World Stats
Asia Market Integration
Since Jan 1, 2010: China + 10 South East
Asian Countries implemented the
China ASEAN Free Trade Area (CAFTA)
Bulk of Asia’s
Population
Under 30:
38 Hour Day
4 Things at Once
Friends Matter: Social Networking
Content Matters: People are Media
Cutting Through Matters: Relevance
AsianFilmAwards.Asia
• The Asian Oscars
BreakupClub.Asia 分手說愛你
• Feature film starring
Jackie Chan’s son
• Social networking site for
the heartbroken
www.avex.asia
www.isoi.asia
Magazines Launching with .Asia Domain
nevertap.asia
soi.asia
gnome.asia
.Asia for Regional Conferences & Events…
childlearn.asia digitalmedia.asia adrc.asia
www.FutureGov.asia
www.CDIA.asia
www.development.asia
Asian Banks Trust .Asia
.Asia on Products
slimmm.asia
bamboa.asia
85cafe.asia
qingmu.asia
bhdc.asia
huachun.asia
jctech.asia
bizss.asia
sprg.asia
tahl.asia
gc-open.asia
jingjia.asia wonderlu.asia
odzt.asia
.Asia in Beijing
film360.asia
yapc.asia
musee-pla.asia
gbes.asia
sakura-cafe.asia
tokyoanitour.asia
roomshare.asia
tokyogolf.asia
naughtyboyz.asia
tokyolongstay.asia
astrix.asia
aobo.asia
multignss.asia
jcgroup.asia
.Asia in Tokyo
butai.asia
99s.asia
akb.asia
rodem.asia
lifa.asia
changemaker.asia
astronix.asia
kpaa.asia
jamari.asia
applehip.asia
welife.asia
hksports.asia
.Asia in Seoul
cosmotec.asia
festivaloflife.asia
flyingfox.asia
myamigo.asia
hotelrainbow.asia
blueapple.asia
saber.asia
delhi99.asia
respirotech.asia
amaltas.asia
talentpool.asia
castlemedia.asia
studioone.asia
.Asia in New Delhi
Growing .Asia Footprint
• From 13 Million entries in 2010 to
• 66 Million Entries in 2012
.Asia improves SEO
From Asia / For Asia
• US / European Users looking for Asia
related information
• Asian users searching from Asia
Online Branding:
SEO & Domain Names
Brand Management / Value
Fundamentals Remains
Online Branding Attributes
2
1
Domain
Names
Search Engine
Optimization
(SEO)
Footprint & Relevance
Identity & Impression
3
Social
Media
Reputation &
Mindshare
More
than
just a
name.
Direct Navigation Tool/Command
Brand / Vanity Value
Domain Investment Value
SEO (Search Engine Optimization) Value
What’s in a Domain Name?
SEO and Domain Names :
• 30% of Google’s ranking algorithm is
based on your domain name.
• Visitors have more trust for a domain
name that exactly matches what they
are looking for.
• Much better for branding – by looking
at your domain name can somebody
know what they will find on your site?
• Morgan Linton
Common Mistakes by SMEs &
Startups
• Deciding on company name before finding
a domain name
• Settling with a “verylongdomainname.com”
that is hard to remember (prone to typos)
• Not willing to spend more (or look further)
on purchasing the right domain name (e.g.
through the secondary market)
• Registering only one domain name and
not optimizing a domain portfolio
A strategic domain portfolio can drive
traffic to your core website
• Debunking myth of 1 domain = 1 website
• The long tail of domain traffic – this is also
how domain names are “monetized”
Main website /
domain
Other domains:
i.e. Long Tail
Is your marketing budget going here?
Do you know?
Top Domain Name Sales (Mid 2007)
Amount
Year
Domain
Amount Year Domain
$27,000,000
2007
poker.com (est)
$3,000,000 1999 loans.com
$12,000,000
2006
sex.com (est)
$2,750,000 2004 creditcards.com
$9,500,000
2007
porn.com
$2,500,000 2000 dotnology.com
$7,500,000
2006
diamond.com
$2,500,000 2000 tom.com
$7,500,000
1999
business.com
$2,200,000 1999 autos.com
$5,500,000
2003
casino.com
$2,200,000 1999 coupons.com
$5,000,000
2002
asseenontv.com
$2,000,000 2000 britain.com
$5,000,000
1999
korea.com
$2,000,000 2000 celebrities.com
$3,500,000
1996
worldwideweb.com
$2,000,000 1999 express.com
$3,350,000
1999
altavista.com
$1,900,000 2000 savings.com
$3,300,000
1999
wine.com
$1,600,000 2006 branson.com
$3,000,000
1999
eshow.com
$1,500,000 2000 deposit.com
$3,000,000
2006
vodka.com
$1,500,000 2006 cameras.com
Are you paying too much for others
to refer / redirect you your traffic?
Reclaim your traffic, exploit your own
cyber real estate, develop your domain
portfolio.
Think Like a Domain Investor
Finding out what Search Terms /
Keywords People are using
• Google
Adwords
Keyword
Tool
• Estimated
Cost-perclick (CPC)
Traffic + CPC Value  Potential
SEO Fundamentals Remain
Critical SEO Elements
• Search Engine Optimization (SEO)
• On Page:
–
–
–
–
Title tags
Content
Internal links
Heading tags
• Off Page:
–
–
–
–
Domain & URL structure
Age of domain
Perceived authority of domain
Backlinks (Quality, quantity, amount, text)
Analytics: Learn Where Traffic to Your
Domain is Coming From
Social Network / Media
Social Media is critical for SEO
• Creating links, backlinks and content
–
–
–
–
Blogs provide fresh content with keywords for SEO
Social bookmarking influence SEO based on the tags
Consumer reviews are pulled into local search
Exceptional user generated content produces
keywords focused for SEO
– Content on authoritative sites improve your search
engine rankings (LinkedIn, Yelp, etc)
• Higher importance in SEO is now placed
on Social Media updates
– links and information are not only posted by
companies but by consumers who validate the results
Bulk of Asia’s
Population
Under 30:
38 Hour Day
4 Things at Once
Friends Matter: Social Networking
Content Matters: People are Media
Cutting Through Matters: Relevance
Paradigm Shift of Mindset
• Consumers  Prosumers
– Active engagement on the network
– Engagement is not advertisement
• Educate  Choice
– Customers want choice, not an education from you
– Timely offer of choice = Search Engine Optimization
• Extravagance  Identity
– The digital natives believe in a unique identity
– Show them your character and commitments
Branding & business online is about
creating relevance for users and
driving relevant user traffic to you.
Domain Portfolio + SEO + Social Media Strategy
Designer Serendipity
設計意外發現
Why you should care…
Domain Investment Value
.Asia improves SEO
Growing .Asia Footprint
• From 13 Million entries in 2010 to
• 66 Million Entries in 2012
Public .Asia Auction Values
•
•
•
•
•
•
•
•
•
•
discover.asia
sex.asia
buy.asia
sexshop.asia
gold.asia
models.asia
homes.asia
gifts.asia
book.asia
apartments.asia
$112,111
$83,334
$73,000
$53,607
$46,602
$41,009
$40,000
$38,003
$34,005
$31,000
Marked Increase in Search
• From September 2008 to September 2009, the
number of searches conducted by Asia users
jumped by 33%
• In September 2009 alone, Asia’s Internet users made
38.6 billion searches, averaging 88 searches per user
in the month.
• Nearly half of all search activity (44.1%) across the
region took place on Google, representing 17 billion
searches.
• Asian search engines now easily compete with the
rest of the world, while Google and Yahoo (8.9 billion)
still leads, Chinese search site Baidu is close behind
in 3rd place with 8 billion searches and 7% market
share.
Sustained Growth in OnlineOnline
Ad Ad
Spending to
Spend in Asia
Grow by
• Online advertising saw sustained
growth
about
30% to
US$20
throughout Asia, compared to aover
9.8%
Billion by
contraction in total advertising spending
2012
worldwide
– Nielsen Company reported double digit growth for Q1 2010 advertising
spending in Indonesia (26% -- US$1.27 billion), Taiwan (22.8% -US$299.5 million) and Thailand (10.8% -- US$664.4 million)
Fastest Growth
in Online Ad
– Nielsen’s
Hong Kong office reported that online ad revenues reached
Spending
US$32.7 million in Q4 2009 to boost full year spending to US$111.4.
Expected
toof be
The total number
advertisers and campaigns more than doubled from
Q4 2008 to Q4 2009, signaling an acceptance of online ads among
Asia
advertisers in
in Hong
Kong.
Google Adwords start supporting IDN
Relevance of IDN:
Businesses are known in their
native languages
IDN and Social Networks
• Native Languages
used in Social
Networks
Prospective Market Impact of IDN:
Increase perceived value of domain names
alphanumeric code  meaningful name
Domain portfolio for SEO
converting search traffic  value for investment
Asia is expected to grow to 2 billion
users online by 2013. The majority
of these users will not speak
English as their first language.
CJK IDN GoLive: June 21, 2012
推動亞洲互聯網發展
DotAsia as a not-for-profit organisation with a mandate
to promote Internet development and adoption in Asia.
www.olpc.asia
NetMission.Asia
• Class of 2009
– Completed Training
– ICANN / APNG
APNIC / APNG
• Community Projects:
– Children’s Carnival
– Youth & Family  Pilot for HK gov supported large
scale Internet education program (hiring 500 youth)
– Middle-Aged Women Program  Internet training for
disadvantaged middle-aged women
– Elderly Survey
• Youth IGF Camp
Paragon100.asia
APEA.Asia
Asia Open Source Software Centers
.असिअ .music
.北京
.sports
.
green
.
wiki
.asia .音樂
.love
.web
.blog
.がんばって
.shop
.movie
.brand .网站
.fun
.아시아
.Future
.cool
New gTLDs:
• Understand the community you serve
• Develop mass market awareness
• Facilitate a foundation of usage
• Support community development
It’s a long process…
Not just about volume of registrations
Creating Value
Economic Value / Social Value / Synergistic Value
Search should be an Integral part of
Domain strategy not a Substitute
Navigation tool.
Online Branding Attributes
2
1
Domain
Names
Search Engine
Optimization
(SEO)
Footprint & Relevance
Identity & Impression
3
Social
Media
Reputation &
Mindshare
Domain SEO Value
Strategic Domain Portfolio
Social Media / Network Engagement
& Domain Identity Development
IDN & Chinese Domain Names
VS.
Every .Asia
Domain
Contributes to
Internet
Development in
Asia
love.from.asia
Edmon Chung
<edmon@registry.asia>