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Mediafed Paris 2.0 Presentation

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A presentation of the concept of Active RSS Engagement dealing with a solution of integrated online communication. It relies on the principle of internet intermodality and dynamic advertisements.

A presentation of the concept of Active RSS Engagement dealing with a solution of integrated online communication. It relies on the principle of internet intermodality and dynamic advertisements.


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  • 1. As presented at the Paris 2.0 conference
    on 24/09/2009
    The Active RSS Engagement
    – or – How to deliver a relevant and updated message to the target audience
    Razvan Saftesco
    Digital Account Manager
    razvan.saftesco@mediafed.com
    +44 (0)207 237 5452
  • 2. Agenda
    1. The “opt-in” principle of RSS feeds
    2. Why it is relevant to communicate within RSS feeds
    Internet and intermodality: how to engage the target audience
    Case studies
    2
  • 3. Agenda
    1. The “opt-in” principle of RSS feeds
    2. Why it is relevant to communicate within RSS feeds
    Internet and intermodality: how to engage the target audience
    Case studies
    3
  • 4. What is an RSS Feed ?
    Really Simple Syndication
    News provider format: RSS feeds enable internet users to receive the latest and updated information in real time from an online publication.
    OPT IN
    Users subscribe to RSS feeds as they want:
    - to control / organise the contents which they deem interesting
    - to have access to the information where and when they decide
    - to have quality contents from trusted websites
    - to have a swift access to the information without going to the websites
    - to GAIN TIME.
    4
  • 5. Consumers crave for control over their media
    … and resort to the technology that would enable them to exert this control  RSS feeds
    iGoogle
    Internet Explorer 7
    5
  • 6. RSS subscription via IE7 (1)
    Step 1:
    Click on
    the feed you want to subscribe to
    6
  • 7. RSS subscription via IE7 (2)
    Step 2:
    Click on
    „Subscribe to this feed“
    7
  • 8. RSS subscription via IE7 (3)
    Result:
    You have now subscribed to this feed.It is now listed close to your Favourites.
    The updated content will be saved on automatically.
    8
  • 9. Who are these RSS subscribers?
    76% high incomes
    80% professionals
    72% careerists
    same sociodemographic pattern as that of the website visitors
    60% early adopters
    33% of RSS users spend 50+ min/day within the RSS content environment
    9
  • 10. Agenda
    1. The “opt-in” principle of RSS feeds
    2. Why it is relevant to communicate within RSS feeds
    Internet and intermodality: how to engage the target audience
    Case studies
    10
  • 11. RSS Feeds are a privileged medium
    - RSS feeds now widely developed around the world
    - 92% of Premium publishers produce content within their RSS feeds
    • “opt in” principle; the content is relevant to the users as they subscribe to it
    ~ newsletter
     - privileged and exclusive environment, to whom the users devote all their attention
    - high targeting possibilities: RSS feed/ keyword (contextual)/ IP addresses (country, town,etc) / time
      
    - Click-trough-rate between 0.2 and 0.8%
    11
  • 12. RSS feeds and smartphones: a solution for mobile advertising
    12
  • 13. Agenda
    1. The “opt-in” principle of RSS feeds
    2. Why it is relevant to communicate within RSS feeds
    Internet and intermodality: how to engage the target audience
    Case studies
    13
  • 14. Engage the target audience with multichannel communication
    RSS Active Engagement solution of integrated online communication
    • goal: to deliver relevant and updated content to the target audience
    • 15. dynamic advertisements containing the latest titles of corporate RSS feeds / Twitter feeds / Youtube feeds
    • 16. contextual insertion of these advertisements in particular RSS feeds by keywords
    14
  • 17. How IBM communicate on their RSS feeds …
    The RSS content appears in a dynamic advertisement
    15
  • 18. ... within the feeds of Premium publishers
    Step 1:
    Click on the advert
    CTR = 0.38%
    16
  • 19. Creation of an RSS subscriber base
    You are now redirected to an IBM RSS feed and can subscribe to it!
    Etape 2:
    Click on the article you want to read
    17
  • 20. The advertisement responds to the interest of the target audience
    You are now redirected to the full article.
    18
  • 21. Contextual dynamic advertising
     in the RSS feed to whom the target audience subscribes to.
    Keyword: “server”
    19
  • 22. Intermodality on the internet:
    the e-intermodality
    The advert can also redirect to a Twitter RSS feed …
    20
  • 23. Redirection to the IBM Twitter page
    … then to the Twitter page …
    21
  • 24. Redirection to the Youtube page
    … or to the Youtube page via its RSS feed …
    22
  • 25. Destination: IBM website
    ... to finally land on the IBM website.
    23
  • 26. See what articles your RSS subscribers read the most
    Mediafed Metrics
    ABCe ratification
    24
  • 27. Agenda
    1. The “opt-in” principle of RSS feeds
    2. Why it is relevant to communicate within RSS feeds
    Internet and intermodality: how to engage the target audience
    Case studies
    25
  • 28. Case Study IBM: Creatives
    Germany
    France
    Italy
    Russia
    26
  • 29. Case Study IBM: Achievements
    IBM Objectives:B2B campaign. IBM is targeting IT Managers and Decision Makers in order to generate demand via their Business Partners for IBM Express Seller products and services.
    Why the RSS channel?RSS is an innovative way to reach IT managers and decision makers
    who are difficult to reach in other ways.
    We can target this audience via the RSS channel in the main
    European markets (France, UK, Germany, Italy and Russia). ResultsCTR was between 0.2 and 0.4% depending on the market.
    Good results for a medium which currently cannot use flash or videos. *
    *Case Study performed in Spring 2009; Mediafed now also offers Flash and Video Creatives.
    27
  • 30. 28
  • 31. 29
  • 32. Case Study_London Business School
    Keyword: “Business School”
    30
  • 33. Case Study_London Business School
    “We have used Mediafed marketing to great success for London Business School. The client has been achieving an average click through rate of 0.50% which is over 100% higher than other online display marketing we have worked with. The average cost per click has come in at under £3 which compares favourably with the other display online media deployed.
    The recent success has meant that we are now using RSS Feed marketing as an integral part of our media marketing activity for London Business School.”
    “Clare Foster, Gyro International”
    31
  • 34. Any question?
    razvan.saftesco@mediafed.com
    32