Bernard Desarnauts @Bernard_D The Real Time Web Show Me The Money

The Story of Glam Helping Create Desire for Emotional Brands

Google & Web 2.0 have fundamentally changed digital “Media” Long-Tail & Mid-Tail Growth of Blogs, Indy Sites, Social Profiles Ever-Fragmentation of Content Over 200 Million Niche sites Decreased relevance of “Classic” Web (Portals & Sites) Decreasing share of time Fragmentation of Traffic Search = Topics, Articles as Landing Pages Where is the Audience?

The Power of Distributed Media Portals Mid & Long Tail Targeted & Specific Glam Distributed Media Model Delivers the Reach of the Portals with the Brand Engagement Level of highly relevant & contextual mid and long tail publishers Brand Engagement Lower Higher

What is Distributed Media? Focus on Audience First: Active Women 15-49 Focus on Relevant Content: Lifestyle and passion points Exclusive Network of Publishers: Partner publishers in the mid & “professional” long tail Premium Brand Solutions: Brand Engagement Glam: The First Distributed Media Company

What is Distributed Media?

Focus on Audience First:

Active Women 15-49

Focus on Relevant Content:

Lifestyle and passion points

Exclusive Network of Publishers:

Partner publishers in the mid & “professional” long tail

Premium Brand Solutions:

Brand Engagement

Conversation Discovery Finding conversations that relate to brands People Discovery Reaching people participating in or consuming these conversations Tinker helps brands discover, connect and leverage online real time conversations Glam & Real-Time

Conversation Discovery Finding conversations that relate to brands

People Discovery Reaching people participating in or consuming these conversations

Tinker: Glam’s Social Media Platform Nascar Inauguration Fashion Week People Follow people Inauguration Mamma Mia! Political protest Art show LOST Wine tasting Fashion Week New Opera Nascar Jazz show Demo conf. LOST Inauguration Events LOST Nascar Inauguration Follow topics

Tinker: Conversation Discovery Sentiment Popular keywords and tags used Geography Top Posts (most re-tweeted) Video Photos Links Type Content Sources Semantic analysis Tinker has the ability to extract value from all types of content within a brand conversation

Sentiment

Popular keywords and tags used

Geography

Tinker: People Discovery Directory By Profession By Location By Interest Trends Top people from Twitter By category Most active in a topic People with the largest following Tinker has one of the largest people directories with over 6M+ users from Twitter indexed and categorized

Directory

By Profession

By Location

By Interest

Trends

Top people from Twitter

By category

Most active in a topic

People with the largest following

Tinker: The Ecosystem Consumer Participation Brand Integration Distribution Content Creation [PUT THESE IN TWO CATEGORIES – THOSE THAT CREATE STREAMS AND THOSE THAT JUST VIEW THEM. MAY BE A QUARTER CIRCLE THAT DEMARCATES THE TWO] Live video streams/ads Twitter log In Stream of micro- blog postings Advertiser Sponsorship WHAT WE NEED TO DEPICT HERE IS THAT THERE ARE REGULAR MICRO-BLOGGERS, AND THEN THERE ARE PRO MICRO-BLOGGERS. AND SHOW THAT THEY USE TWITTER AND FACEBOOK FOR THE MICRO-BLOGGING. KEEP YOUTUBE AND FLICKR AND YAHOO THERE TOO – AS SECONDARY SOURCES OF CONTENT. PUT THE LOST GRAPHIC HERE. Streams creators Streams viewers Basically the idea is that there are general micro-bloggers and there are Tinker approved pro MBs. The pros are part of the main network. Ideally, even the consumers from the top should be part of the same ecosystem - show that they are all part of the same thing. The demarcation between left side top and bottom should be blurred. Consumers and micro-bloggers – not a hard boundary. Remove the youtube, flickr, yahoo logos – they are not part of the launch. The ad in the middle screen shot should be of an advertiser – put AT&T there for now. Remove the distribution outlets logos from the bottom right. Change the module on the distribution box – use one of the ones I sent today. TDN TAN

The demarcation between left side top and bottom should be blurred. Consumers and micro-bloggers – not a hard boundary.

Remove the youtube, flickr, yahoo logos – they are not part of the launch.

The ad in the middle screen shot should be of an advertiser – put AT&T there for now.

Remove the distribution outlets logos from the bottom right.

Change the module on the distribution box – use one of the ones I sent today.

Tinker StreamAds: Distribute the Conversation Drive targeted brand presence using standard IAB formats Run across Glam and other sites Real-time social conversations, industry standard ad delivery Targeting Behavioral Targeting Geo-Targeting Contextual Targeting 300x 600 300x250 160x600 728x90 250x250 120x60

Drive targeted brand presence using standard IAB formats

Run across Glam and other sites

Real-time social conversations, industry standard ad delivery

Targeting

Behavioral Targeting

Geo-Targeting

Contextual Targeting

Tinker: Anatomy of a StreamAd Scroll through posts Animation into StreamAd Refresh feed in banner Follow event on Tinker Share event in banner Post to Twitter in banner Customizable Twitter call out Twitter user name Clickable links in posts Customizable BG color Mouse over to expand video In banner on load video Full player controls Brand image & skin Highlights Reporting on all features 100% Customizable New form factors possible Similar features available in other sizes

Highlights

Reporting on all features

100% Customizable

New form factors possible

Similar features available

in other sizes

Tinker Streams: Distribution by the Brand

Tinker: Reporting Event Page Time on page Demographic data Clicks Brand Trends Number of posts, people posting Popularity trends StreamAds Engagement/Participation Video views, engagement All standard media reports

Event Page

Time on page

Demographic data

Clicks

Brand Trends

Number of posts, people posting

Popularity trends

StreamAds

Engagement/Participation

Video views, engagement

All standard media reports

Tinker pulls conversations from multiple sources (including Twitter, Facebook and FriendFeed) to allow for diversity and curation in the conversation stream. Diversity in Content Tinker has already made significant investment into aggregating content from various sources – so you don’t have to. Operational Costs Tinker’s Competitive Advantage Twitter Search doesn’t show more than 1500 tweets or those older than 9 days. Tinker does not have these limitations and pulls a larger social conversation set than other applications. Overcome Limitations

Tinker’s content filtering system scans each conversation against approved/ unapproved keywords and removes posts that don’t match the criteria. Content Filtering Brands and conference/ event organizers can moderate conversations, including removing unacceptable posts. Content Moderation Tinker campaigns can include a unique set of social conversation analysis report related to your brand. Who is talking about your brand; and, how, what where and when are they talking about it. Tinker Insights Tinker’s Competitive Advantage

Create unique channel widgets/modules containing events/topics specific to their needs. Creating Events Twitter and the Twitter API can be unstable. Tinker has built infrastructure that ensures updates of real time conversations, even if Twitter is down. Scalability Tinker’s Competitive Advantage Tinker allows you to incorporate various media types like pictures from Flickr, video from GlamTV or Youtube, UStream, & Kyte, and music from Last.fm, and other sources. Multimedia Experience

Tinker: EventAds vs. Brand Streams EventAds Tinker’s EventAds are mainstream, existing events that are organically talked about that can be sponsored by an advertiser. Anyone can post to these events and participate in the conversation. Brand Streams Brand Streams are custom created events for an advertiser that are brand specific in conversation or topic. Participation can be regulated to advertiser specific group or can be open to entire Tinker community. Starbucks Local Events or Topics (i.e. BBQ Recipes) Glastonbury Festival London Olympics 2012 Movie Premieres London Fashion Week Any topic can be an ‘event’ at Tinker

EventAds

Tinker’s EventAds are mainstream, existing events that are organically talked about that can be sponsored by an advertiser.

Anyone can post to these events and participate in the conversation.

Brand Streams

Brand Streams are custom created events for an advertiser that are brand specific in conversation or topic.

Participation can be regulated to advertiser specific group or can be open to entire Tinker community.

Tinker and MSNBC

Vodafone UK

Disney, UP (The Movie)

Toni & Guy and London Fashion Week

So what…. Average interaction rates – 17% Industry average is 2.7% 5 X Average engaged seconds – 15 Industry average is 2 7 X Average tweets into ad units – 28 High consumption of content, less producers

Average interaction rates – 17%

Industry average is 2.7% 5 X

Average engaged seconds – 15

Industry average is 2 7 X

Average tweets into ad units – 28

High consumption of content, less producers

@Bernard_D