Federated Media Digiday Social
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  • 1. CONVERSATIONAL MEDIA TODAY JAMES GROSS VICE PRESIDENT FEDERATED MEDIA
  • 2. CONSU CONSU DIA TODAY WE DON’T JUST WE… M E E M
  • 3. CONSU WE… E M TODAY WEDON’T JUST DIA M E
  • 4. WE… CREATE REACT DISCUSS PARTICIPATE WE… CREATE REACT DISCUSS PARTICIPATE
  • 5. INTERNET GROWTH PORTALS INTERNET
  • 6.  
  • 7. CONVERSATIONAL MEDIA (IN MILLIONS) 776,000,000 MONTHLY UNIQUE VISITORS
  • 8. THE BRAND HOMEPAGE: THEN
  • 9. THE BRAND HOMEPAGE: NOW Search loves conversations
  • 10.
    • ARE EXPERTS IN CONVERSATIONAL MEDIA
    • HAVE EXECUTED OVER 250 CM CAMPAIGNS IN THE PAST 3 YEARS
    • WORK WITH THE WEB’S LEADING CONTENT PARTNERS
    • WORK WITH THE WORLD’S SMARTEST MARKETERS AND ADVERTISERS
    WE… AT FM
  • 11. 1.125 BILLION PAGE VIEWS 100 + 53 SOCIAL MEDIA BRANDS MILLION UNIQUE USERS
  • 12. CONVERSATIONAL MARKETING PROGRAMS FM CAPABILITIES SPONSORSHIP OPPORTUNITIES IAB MEDIA VIDEO ADVERTISING CUSTOMIZABLE PROGRAMS
  • 13. RadioShack Invention Lab
    • Goal: Reach “Backyard Scientists” and drive in-store sales
    • Program Components:
    • Custom RadioShack online video invention lab hub
    • Dynamic co-branded media on FM sites such as
      • Make, Ubergizmo, Gizmodo and BoingBoing Gadgets.
    • Engagement:
    • Avg time spent 4:20 per visit
    • Avg 4.6 pages per visit
    • Amplification:
    • “ Social interaction leads to spontaneous discovery leads to brand renewal for an "old" retail brand.” –No Revolution, media industry blog post
    • Equity:
    • Google search rank no.1 for Invention Lab hub
    Pre-populated shopping list moved people from interest to purchase
  • 14. Luvs Mom Speak
    • Goal: Reach savvy moms and promote the price point of Luvs
    • Program Components:
    • Dynamic content based ad units drove awareness
    • Custom hub site with savvy, cost conscious parenting tips from leading FM parenting authors including
      • Parent Hacks, Cool Mom Picks and Savvy Source
    • Engagement:
    • 400 user comments
    • Amplification:
    • Picked up by non FM parenting blogs including babycheapskate and blogs@babycenter
    • Equity:
    • Google search for “Baby Equipment List” ranks hub site at no. 6
  • 15. 3-A-Day Dairy
    • Goal: Create awareness around the importance of 3 healthy dairy products per day
    • Program Components:
    • Custom dairy section within Confessions of a Pioneer Woman
    • User generated recipe submission contest
    • RSS fed units across FM’s women’s interest and parenting sites
      • Including Dooce, Parent Hacks and Start Cooking
    • Engagement:
    • Over 2,000 recipe submission
    • 5,000+ comments in the first 8 hours of contest
    • Amplification:
    • More than 2,100 del.icio.us bookmarks for Pioneer Woman Cooks section
    • Over 250 Google Blogsearch results for “Pioneer Woman Dairy”
    • Equity:
    • Searches for top dairy keywords show Pioneer Woman Cooks site on page 1
  • 16. BMW Graffiti Contest
    • Goal: Create awareness for new 1 Series model launch
    • Program Components:
    • Facebook Graffiti contest
    • Custom BMW Pure hub with FM author contributions from
      • Leftlane News, AutoSpies, NotCot and Top Speed
    • Engagement:
    • 9,000 drawings
    • 500,000 votes
    • Amplification:
    • Picked up across the Web including Twitter and New York Times
  • 17. ASUS/Intel WePC
    • Goal: Crowd source a dream laptop and create a loyal community that evangelizes ASUS and Intel
    • Program Components:
    • Online hub site with graffiti capabilities, video and PC development ideas
    • Engagement:
    • More than 22,000 user interactions (drawings, ideas, votes) in first 6 weeks
    • Amplification:
    • Hundreds of social and main stream media mentions
    • Equity:
    • Google search for “Dream Laptop” ranked WePC hub as no. 2 result
  • 18. TRADITIONAL PUBLISHERS TODAY’S PUBLISHERS
  • 19. YOU CAN SPEND YOUR MARKETING BUDGETS BUYING MEDIA… … OR SPEND IT MAKING MEDIA
  • 20. THANK YOU