Billot pages jaunes
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Transcript of Billot pages jaunes
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From directory to local media :
driving more traffic to local advertisers.
Julien BillotMoscow conference25th of april 2012
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© Copyright PagesJaunes 2011 1
To introduce myself….
Julien Billot44 years old
French.
13 years in Telco Industry (FranceTelecom/Orange Group)
4 years as COO of the paging subsidiary of FT.
3 years of Chief Product Officer of Orange in France
3 years of Chief Marketing Officer of Orange in France.
3 years in Media Industry.
CEO of the Digital Business Unit of Lagardère Active group (owner of HFS and Europa Media Group)
At PagesJaunes Group since 09/09 as COO in charge of Medias.
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© Copyright PagesJaunes 2011 2
PagesJaunes at a glance
Key 2011 Financial and Operating Statistics
Leader in the local advertising market
€1.1 Bn Revenue and €493 MM EBITDA (45% margin)
~25-30% share of the online local advertising market in France
Focus on France (93% of revenues) with significant share of Internet revenues (55% of revenues)
Reference services and brands
9 out of 10 French adults use the PagesJaunes services
>2 Bn consultations per year in France
>50% conversion rate of the consultations into purchases
A unique sales force to reach large and diversified customer base
~1,900 sales representatives
715k Group advertising customers, 660k in France
75% of online penetration of French customer base
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© Copyright PagesJaunes 2011 3
We are a local media.
Grow the
audience
Enrich the
content
Increase the ROI
1 2
3
Develop local content
DatabaseWebsites, videose-servicesUGC
Develop local media
PrintInternetAds/VerticalMobileMappingMeta-search
Manage value for Manage value for advertisers
Search, display, small adsBusiness Center
+ Partnerships+ Partnershipswith other local media
Local advertising
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© Copyright PagesJaunes 2011 4
Our Mission as a media : engage users withlocal businesses.
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
The engagement funnel
YP core position
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© Copyright PagesJaunes 2011 5
PagesJaunes books : a strict and restrictive positioning.
BuyBook/MeetFind a
business or a
product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
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© Copyright PagesJaunes 2011 6
Internet is a game changer.
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
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© Copyright PagesJaunes 2011 7
PagesJaunes to become a ‘global’ local media.
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
The engagement funnel
YP core position
Extended position for Pages Jaunes on digital
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© Copyright PagesJaunes 2011 8
How content drive visibility for local advertisers.
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© Copyright PagesJaunes 2011 9
Our deployment.
On line apointmentLead generationHotel Booking
Restaurant bookingDeals
Classified
Comprendre ChoisirVertical content in
PagesJaunes
MappyUrban Dive
Livecity.Zoom On
SearchSelf content
BuyBook/Meet
Find a business
or a product
Compareand decide
Search for informationBe Open
USE
RLO
CA
L B
USIN
ESS
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© Copyright PagesJaunes 2011 10
40 millioninternauts
15 millionPJ
5 millionMappy…
20 millionPJG
37 millionGoogle
30 millionFacebook
38 millionTop 10 Nielsen
Our second mission to advertisers : bringthem maximum traffic.
Direct access SEO SMO
Partnerships
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© Copyright PagesJaunes 2011 11
Re-invent web site positionning to drive direct access.
From Directory… to local media
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© Copyright PagesJaunes 2011 12
Build mobile asset.
More than 10 million downloads of PagesJaunes
on iPhone* and others platforms
3rd most downloaded Apps on the French
Appstore since its creation
More than 4 million of visitors weekly*
A satisfaction rate of 85%***
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© Copyright PagesJaunes 2011 13
Partner with Bing to deliver more traffic to advertisers.
Pâtisserie Leprêtre
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© Copyright PagesJaunes 2011 14
Rely on Google SEO through advertiserscontent…
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© Copyright PagesJaunes 2011 15
Rely on Google SEO through PagesJaunesbusiness listing…
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© Copyright PagesJaunes 2011 16
Rely on Google SEO through PagesJaunescontent…
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© Copyright PagesJaunes 2011 17
…. Indirectly driving traffic to embeddedPagesJaunes business listings.
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© Copyright PagesJaunes 2011 18
Drive visibility to advertisers on mobile through partnerships….
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© Copyright PagesJaunes 2011 19
…. And new devices integration.
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© Copyright PagesJaunes 2011 20
As a conclusion, every time more traffic to advertisers.
1100 million visitsin 2009
pj.fr
pj.fr SEO
pj.fr SEM
pj.fr Partenariatspj mobile
mappy.com
mappy mobile
1380 million visits in 2011
pj.fr
pj.fr SEO
pj.fr SEM
pj.fr partenariats
pj.fr Bing
pj mobile
mappy.com
mappy mobile
+25%
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© Copyright PagesJaunes 2011 21
Internet revenues(million euros)
Internet share on total revenues
2009 2012Ambition
Internet Annuaires imprimés
500
2009 2012Ambition
~2/3
43%
A strategy to deliver our ambition+50% internet revenues in 2012 vs 2009
~2/3 of Pages Jaunes revenues on internet in 2012+
+50%+50%
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© Copyright PagesJaunes 2011 22
Thank you for your attention.