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Federated Media Digiday Social

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  • Transcript

    • 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