THE A RCHITECTURE OF P ARTICIPATION ON THE I NTERNET
James Gross, Vice President, Ad Products & Sales
“ The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process… Marketers need a new approach.”
– Brian Haven, Forrester Research
That is what real revolutions are like. The old stuff gets broken faster than the new stuff is put in its place. “ That is what real revolutions are like. The old stuff gets broken faster than the new stuff is put in its place.” – Clay Shirky, Newspapers and Thinking the Unthinkable
CONVERSATIONS DRIVE BUYING DESCISIONS
No longer one or few sources of information about a product
Conversational Media (blogs, social networking, chat, forums, Twitter, YouTube, Amazon.com reviews, etc.) combines with vendor messaging to influence buying decisions
Search loves conversations and often guides users to social media sources
Because regardless of today’s Media Revolution, Conversation has always driven Consideration
THE CONVERSATIONECONOMY SOCIAL TOOLS CREDIT TO: BRIAN SOLIS HTTP://WWW.BRIANSOLIS.COM/
F luid P ortfolio Representing the top social brands online. E xperts 250+ CM Executions S cale Over 48+MM uniques in comScore’s Conversational Media Metrics. Partners take us over 100+ MM uniques WHO WE ARE AT FM Companies that create platforms which enable consumers to leverage their social graph along with internal company data and collective intelligence; will win. AT FEDERATED MEDIA, WE BELIEVE……
THE ARCHITECTURE OF PARTICIPATION
KEY PARTICIPATION DESIGN PRINCIPLES
In order to capture the whole ladder
Small Simple Tasks
Large Diverse Groups
CREDIT TO: DEREK POWAZEK HTTP://POWAZEK.COM/
INTERNET GROWTH PORTALS INTERNET
2005 2006 2007 2008
WHY IS THIS MAN SWEATING?
API’S TODAY’S MARKETING FUNNEL
NOT JUST MEDIA Marketers need to embrace the fact that it's peers and their data, rather than brand, that will become the primary way we make decisions. ~Steve Rubel, Ad Age 4/27/2009
WHAT IS TWITTER? UNDER THE HOOD OF AN EMERGING PLATFORM
WHAT ARE YOU DOING?
- OPEN & LOOSELY INTERCONNECTED CMS
WHAT IS FACEBOOK... DOING?
PRESENCE ACTIVITY STREAM
BUILDING A FUNNEL
TWITTER EATS WORLD
WHO’S USING TWITTER? NOT DRIVEN BY THE USUAL SUSPECTS
3 RD PARTY APPLICATIONS
WAYS TO LEVERAGE CREDIT TO: WIKINOMICS HTTP://WWW.WIKINOMICS.COM/BLOG/
BUT….. WHO HANDLES SOCIAL? PUBLIC RELATIONS CRM MARKETING INTERNAL COMM SOCIAL
O PPORTUNITY? SOUNDS…… COMPLICATED EXPENSIVE TIME CONSUMING NOT FOR ME
THE ELLEN SHOW GETS ON TWITTER Ellen DeGeneres was introduced to Twitter on her March 10 show and started an account, plugging the technology on air.
The response to Ellen’s account was tremendous. Within a few days, she was within the top 100 users by followers and continues to gain a presence on the site (currently #31 of all of Twitter). The show’s abnormally explosive growth suggests that there is already a great desire to engage in a conversation around TV shows on Twitter. THE ELLEN SHOW GAINS A PRESENCE @TheEllenShow FOLLOWERS March 10 – 4,728 March 11 – 23,745 March 12 – 36,967 March 13 – 118,046 March 14 – 137,989 March 15 – 156,812 March 16 – 188,856 March 18 – 233,586
START OF SHOW The Twitter activity for The Ellen Show is most active during the program The Twitter StreamGraph measures activity around a work (in this case “Ellen”) over a period of time
WAYS TO THINK ABOUT IT
C ASE S TUDIES….
Goal: Develop a media experience that builds greater brand affinity by adding value for business leaders and the audiences who are passionate about their thought leadership.
Twitter powered conversational platform
Thought leader activation and author participation
Engagement (week 1):
#1 Trend on Twitter on launch day
Hundreds of business leader nominees
20,400 Google backlinks
Goal: Enhance the fan experience while watching March Madness
MarchTweetness is a- NCAA tournament for fans to unite around their favorite teams..
Twitter and Facebook were the largest traffic drivers to MarchTweetness over the ;sweet sixteen’ weekend.
During the weekend, we estimated 160K people's twitter streams contained MarchTweetness.com discussions
Picked up by the New York Times, Wall Street Jounral and VentureBeat
AT&T – MARCH TWEETNESS
IS IT ALL ABOUT TWITTER? CREDIT TO: IBLIBIO HTTP://IBLIBLIO.ORG
B EST P RACTICES C ONVERATIONAL M ARKETING
A MEDIA ANNUITY EVOLVES OVER TIME MONTH: 1 2 3 | 4 5 6 | 7 8 9 LAUNCH MOMENTUM EFFICIENCY
-SUSTAINING MEDIA -SUSTAINING PR -NEW SITE FEATURES (ITERATION) -INDEXED USER GENERATED CONTENT -SUSTAINING MEDIA -SUSTAINING PR -NEW SITE FEATURES BASED ON USER/AUTHOR/BRAND FEEDBACK -RICH USER GENERATED CONTENT, HEAVILY INDEXED AMPLIFICATION & SEARCH EQUITY PAID MEDIA PROGRAM EFFECT
C ASE S TUDIES….
CONTENT AS MARKETING UTILITY
PLATFORM API, CONTENT, COMMUNITY
PUBLISHING ACTIVE EDITORIAL MANAGEMENT
Federated Media’s proprietary administration layer, or micro-content management system, enables active conversation moderation . The tool includes the capability to remove inappropriate or irrelevant submissions and highlight the most valuable contributions. The combination of quality content and active management creates the best possible experience for authors, participants and brands.
MEASUREMENT DELIVERING CONVERSATIONAL INSIGHT
FM’s Conversational Marketing Toolbox is an open platform designed to enable brands to understand the effectiveness of conversational marketing activities with a customized, dynamic portal through which marketers can view a wide range of participation metrics. In addition to standard campaign delivery data, the CM Toolbox enables brand marketers to track and analyze data points unique to social media such as commenting, blog posts, sentiment, widget adoption, Twitter activity, social bookmarking and organic search ranking.
LET’S DO THIS! James Gross, Vice President, Ad Products & Sales [email_address] @thejames @federated_media