Federated Media Digiday Social

CONVERSATIONAL MEDIA TODAY JAMES GROSS VICE PRESIDENT FEDERATED MEDIA

CONSU CONSU DIA TODAY WE DON’T JUST WE… M E E M

CONSU WE… E M TODAY WEDON’T JUST DIA M E

WE… CREATE REACT DISCUSS PARTICIPATE WE… CREATE REACT DISCUSS PARTICIPATE

INTERNET GROWTH PORTALS INTERNET

CONVERSATIONAL MEDIA (IN MILLIONS) 776,000,000 MONTHLY UNIQUE VISITORS

THE BRAND HOMEPAGE: THEN

THE BRAND HOMEPAGE: NOW Search loves conversations

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

1.125 BILLION PAGE VIEWS 100 + 53 SOCIAL MEDIA BRANDS MILLION UNIQUE USERS

CONVERSATIONAL MARKETING PROGRAMS FM CAPABILITIES SPONSORSHIP OPPORTUNITIES IAB MEDIA VIDEO ADVERTISING CUSTOMIZABLE PROGRAMS

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

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

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

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

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

TRADITIONAL PUBLISHERS TODAY’S PUBLISHERS

YOU CAN SPEND YOUR MARKETING BUDGETS BUYING MEDIA… … OR SPEND IT MAKING MEDIA

THANK YOU

Federated Media Digiday Social

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