Best of Both Worlds:           Leveraging Conversational           Marketing for Success        Laney Whitcanack, Chief Co...
Federated Media Publishing Confidential and Proprietary
WHAT IS THE       INDEPENDENT       WEB?Federated Media Publishing Confidential and Proprietary
online properties                   not owned and operated                   by large media companies                     ...
5Federated Media Publishing Confidential and Proprietary
where            people            choose            to be            online                                              ...
7Federated Media Publishing Confidential and Proprietary
THE WEB’S                 GROWTH                 ENGINEFederated Media Publishing Confidential and Proprietary
1                                                   BB                                                          WEB’S GROW...
a real channel                                                          with robust                                       ...
WHY       YIN AND YANG            NOT        YIN OR YANGFederated Media Publishing Confidential and Proprietary
IMAGINE A           FACEBOOK FEED           WITHOUT THE           INDEPENDENT           WEB?Federated Media Publishing Con...
Federated Media Publishing Confidential and Proprietary
IMAGINE THE           INDEPENDENT           WEB WITHOUT           PORTALS?Federated Media Publishing Confidential and Prop...
Federated Media Publishing Confidential and Proprietary
PEANUT BUTTER AND CHOCOLATE                                                          16Federated Media Publishing Confiden...
PEANUT           BUTTER AND           CHOCOLATE                                                          17Federated Media...
WHAT           SMART           MARKETERS           KNOWFederated Media Publishing Confidential and Proprietary
THE ULTIMATE YIN & YANG COMBO                                                                                             ...
CONTENT IS FUEL                      MOBILE                               SOCIAL                                          ...
Single most important              action person or brand              can do to increase              online influence?  ...
The challenge:                   different definitions of great                              content                      ...
Content in                                                               shareable                        right           ...
Passion leads           them to the           site           Passion leads           them to           share              ...
Sharing is caring                                    88%                              557%                                ...
Independent web:                                                     at scale and harnessed                               ...
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Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success

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  • Probably wondering about what everyone from my mom to the person who made my nametag today is wondering – what does it mean to be the Chief Community Officer - Coolest jobs on the planet because my team and I get to work with thousands of publishers everyday who make up the independent web.
  • Size of independent web
  • Online brands you know and love, not owned by large media companies Dooce, I Can Haz Cheeseburger, VentureBeat,
  • Online brands you know and love, not owned by large media companies Dooce, I Can Haz Cheeseburger, VentureBeat,
  • Independent web is where people seek out the most unique and powerful voices, relatable to their own passionsSource of conversation where ideas are born and sharedWhere people CHOOSE to go onlineThink of Facebook defining itself as a utility – Independent web is not a utility. It is a place of indulgence, enjoyment, of connecting with passions of the reader and author in an intimate way. Where people choose to go online. Does a food lover get as excited to check their email as they do to go to a food blog? Does a new mom get as excited to read her Yahoo homepage as she does when she is looking at Design Mom? The independent web is where people go to connect with their passions online.
  • Web’s growth engine. Statistic doesn’t need much explaining. If you look at it’s growth, the independent web has incredible size and scale. In fact if you think about it, it’s got the scale and size of any major portal – a distributed portal, so to speak.
  • It’s a real channel! This is what FM has been about for the last six years – creating a channel to these seemingly disparate parts and then connecting them with – now that it’s got the scale, it’s a real life opportunity to nagvigate and activate programs, just like on the major portals. We’re even making headway on quantifying it – Quantcast will be sharing more on this later today. Needless to say, it’s an exciting moment for the independent web.
  • Is it exactly the same as a portal – distributed portal?I’d argue that they are interdependent – it’s not YIN or YANG, it’s YIN and YANG.Similarly, smart marketers know it’s independent web and large portals, not either or. In the basest terms, here’s why:
  • Wow! I have like 20 pageviews and I have no referrral traffic. Both the independent web and the portals need each other.
  • Total interdependence here between them – reminds me of peanut butter and chocolate – two great tastes that go great together – totally different, but complementary with ability to elevate each other
  • Ideal way to do this is to utilize both in a kind of Yin and Yang combo – right.Content is created on “native site” Shared by social portalsSocail actions bring content links to a new expanded audienceSocial landings happen when new audience comes back to the original content.
  • So you’re one of my smart marketers – you get that it all starts with great content. Challenge is that good content to you means something different than to me.Brand – good content helps sell the productConsumer – good content is what I’m interested inSeemingly at odds, unless brand can find or create the RIGHT content in the right context. Want to sell red shoes, selling the on a blog about shoes, where readers have CHOSEN to come to read about shoes, matters.
  • Plenty of our folks here from FM to have a conversation or talk more about this.
  • Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success

    1. 1. Best of Both Worlds: Leveraging Conversational Marketing for Success Laney Whitcanack, Chief Community Officer 1Federated Media Publishing Confidential and Proprietary
    2. 2. Federated Media Publishing Confidential and Proprietary
    3. 3. WHAT IS THE INDEPENDENT WEB?Federated Media Publishing Confidential and Proprietary
    4. 4. online properties not owned and operated by large media companies 4Federated Media Publishing Confidential and Proprietary
    5. 5. 5Federated Media Publishing Confidential and Proprietary
    6. 6. where people choose to be online 6Federated Media Publishing Confidential and Proprietary
    7. 7. 7Federated Media Publishing Confidential and Proprietary
    8. 8. THE WEB’S GROWTH ENGINEFederated Media Publishing Confidential and Proprietary
    9. 9. 1 BB WEB’S GROWTH ENGINE: 113MM: People read independent websites on a monthly basis in2010 600 MM 600MM: Expected size of the independent audience in 2012 113 1 BB: Expected size of MM the independent audience in 2014 independent audience 9Federated Media Publishing Confidential and Proprietary
    10. 10. a real channel with robust product toolkit (psst… navigate and activate programs just like on the large portals) 10Federated Media Publishing Confidential and Proprietary
    11. 11. WHY YIN AND YANG NOT YIN OR YANGFederated Media Publishing Confidential and Proprietary
    12. 12. IMAGINE A FACEBOOK FEED WITHOUT THE INDEPENDENT WEB?Federated Media Publishing Confidential and Proprietary
    13. 13. Federated Media Publishing Confidential and Proprietary
    14. 14. IMAGINE THE INDEPENDENT WEB WITHOUT PORTALS?Federated Media Publishing Confidential and Proprietary
    15. 15. Federated Media Publishing Confidential and Proprietary
    16. 16. PEANUT BUTTER AND CHOCOLATE 16Federated Media Publishing Confidential and Proprietary
    17. 17. PEANUT BUTTER AND CHOCOLATE 17Federated Media Publishing Confidential and Proprietary
    18. 18. WHAT SMART MARKETERS KNOWFederated Media Publishing Confidential and Proprietary
    19. 19. THE ULTIMATE YIN & YANG COMBO PROJECTED AUDIENCE 4 “EARNED MEDIA” THAT PROJECTED AUDIENCE DRIVES “EARNED” TRAFFIC BACK TO CONTENT THROUGH CLICKBACKS ON POSTS AND SHARED URLS. We call these clickbacks Social 3 Landings. SOCIAL ACTIONS BRING CONTENT LINKS TO A NEW AND EXPANDED AUDIENCE, increasing the Projected Audience Reach. 1 THE NATIVE SITE AUDIENCE - views content. THAT AUDIENCE 2 TAKES A VARIETY OF SOCIAL ACTIONS ON CONTENT, sharing it to their social graph.Federated Media Publishing Confidential and Proprietary
    20. 20. CONTENT IS FUEL MOBILE SOCIAL MEDIA DATA PAID MEDIA E-COMMERCE SEARCH 20Federated Media Publishing Confidential and Proprietary
    21. 21. Single most important action person or brand can do to increase online influence? Create, post or share compelling content Source: Exploring and Defining Influence: A New Study, Brian Solis, September 29, 2010. 21Federated Media Publishing Confidential and Proprietary
    22. 22. The challenge: different definitions of great content Consumer: Brand: What helps What I’m vs me sell the interested In productFederated Media Publishing Confidential and Proprietary
    23. 23. Content in shareable right = conversation context Independent webFederated Media Publishing Confidential and Proprietary
    24. 24. Passion leads them to the site Passion leads them to share 24Federated Media Publishing Confidential and Proprietary
    25. 25. Sharing is caring 88% 557% of audience feels More likely to relationship/conn tweet/retweet ection to their than the average sites web user Source: FMP Site Satisfaction and Engagement Survey, 2012 25Federated Media Publishing Confidential and Proprietary
    26. 26. Independent web: at scale and harnessed Digital strategy: needs Ying and Yang independent web + portals Shareable conversations: fuel efficient use of the web native to the independent web 26Federated Media Publishing Confidential and Proprietary
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