Media & Telecom Challengers - Presentation by Marie-Laure Sauty de Chalon, CEO of aufeminin at the NOAH 2015 Conference in Berlin, Tempodrom on the 9th of June 2015.

1. 0
“Disruption is not about what happens to
you, it is about how you respond to what
happens to you”
Jay Samit

2. SAVE THE DATE
GET YOUR TICKET NOW!
www.noah-conference.com/request-invitation
Old Billingsgate, London Tempodrom, Berlin
12-13 NOV2015 8 - 9 JUN2016

3. Our strategy
is built
around…
The construction and
development of digital
brands
The internationalisation of
brands
Our strategy

4. Community of
women
Health community
Community of mums
Communi t ies of fans!
Community of
Parisian trendsetters
Community of foodies
Community of patients

5. 8 languages
150M desktop and mobile readers in the
world
A listed company
Part of Axel Springer
From 13M€ 2006 to 87M€ 2014
1 st women digi tal publisher
Sources : World - Desktop: ComScore January 2015 * aufeminin group + Livingly Media deduplication - Mobile: Google Analytics January 2015 ** only aufeminin group

6. 4
Ulysses from Charybde to Scylla

7. (To jump out from the frying pan into the fire)
5

8. Decline of search, growth of social

9. Decline of video audience:
SEO in forums and transfert desktop to mobile
aufeminin.com
Source SmartAdServer
New strategy on Youtube
New strategy on branded content
New video strategy on desktop and
mobile

10. Facebook changed the rule (again)
on January 20th 2015…
Period
Type of
publication
# of Post
Average
Reach per
Post per
type of
publication
Average
Reach per
Post
Average
engagement
rate per type
of publication
Average
engagement
rate per post
Jan 1 - Jan 20 Link 74 183 671 5,59%
(Before FB algorithm change) Photo 14 309 820 7,21%
Total 88 203 741 5,85%
Jan 21 - Feb 23 Link 176 165 938 6,60%
(Until we posted our first video) Photo 6 50 227 4,04%
Status 3 90 261 2,45%
185 161 380 6,43%
Feb 24 - March 8 Link 79 159 620 6,04%
(Starting from when we posted
videos) Status 4 93 848 3,04%
Video 23 397 775 9,75%
106 209 044 6,84%
• Test, learn and adapt…

11. New identity/ relaunch/ responsive design
9

12. Apps : ROI driven sales
New app Android for aufeminin ‘Forums’and ‘Albums’
in 4 langages (FR, DE, IT, ES)
New Android app Android for aufeminin ‘Buzz’ in 8
langages (FR, DE, IT, ES, PL, UK, US, CA)
New addictive apps to drive to store

13. Part du Mobile dans l’activité Média en %
2012 2013 2014
% Mobile
9%
23%
1%
% mobile revenue

14. 2012 2013 2014
1 122K
+ 63%
690K
283K
Business Box (+63%)
Japan : sept 2013
UK : sept 2014
Number of boxes sold
Launch of new business

15. Videos and brand content
Display banners and special ops
Events
Drive to store mobile
Expertes Clubs
Print
Brand Publishing
E-commerce
Premium Display
Programmatic Display
Before
Creating awareness
Growth levers in 2015
Brand Publishing and drive to store
The change of business model

16. From sharing… to branding
Create empathy
and engagement
Go to apps and
sites
Events
E-commerce
SEO
Conversations
Conversations
COMMUNITIES
14
Conversations

17. Refocus the Group
15
social e-commerce
Focus media /
social e-commerce
Presence in the US
New expertise in social media and mobile
Brand publishing
2013
Acquisition of My Little Paris
2015
Sales of Smart AdServer
et data
Acquisition of Livingly Media
Launch of new offers

18. The 5 pillars of our strategy

19. Offline diversification
Turn EcommerceFrom web to print

20. Developing brands worldwide since 1999
FRANC
E
SPAIN
ITALY UK
199
9
2000 2004 2006 20082001
GERMANY FRANC
E
GERMANY
N°1 food website in France N°1 health portal in Germany
leading British site for mums
2009 2011 2012 2013 2014 2015
POLAN
D UK SPAIN
BRASIL
USA
USA
ITALY
FRANCE

21. 19
Turn crisis into opportunity !