REAL-TIME  CONTENT MARKETINGTyler TanakaVice President of Business Developmenttyler@postrelease.comChairman SEMA Street Pe...
• 13 years as an interactive agency (Cie Studios): Scion, VW,Pioneer, Dodge, Nitto Tire, Meguiars, Sparco• Social Game Dev...
PostRelease placements    Ford has just launched the brand new 2012 Mustang    Customizer. The new and improved virtual ca...
“The Internet has fundamentally changed the pace ofbusiness, compressing time and rewarding speed.”                       ...
“I would like to make you an offer ofemployment. As a Congressman, youare known for your intensity andperseverance. I beli...
99273109
Savvy marketers arecreating compelling contentyet are still challenged to get itin front of the right audience.Communities...
Advertisers are converting
Major participants
Why content rules   CONSUMER                    LEAD                   ENGAGEMENT            VALUABLE     TRUST           ...
It’s all about the content well
Content complementsDISPLAY   SEARCH          SOCIAL   CONTENT
TMYMCSL “...I’m on a horse” campaign
Marketing in real-time helps you• Develop a business culture that encourages speed over sloth• Read buying signals as cons...
You Are Here
Holding high value and standing out• South Coast Plaza - Costa Mesa, CA• Exclusive brands and luxurious experience• Top gr...
Creating a new perceived value• Filled with stigmas and stereotypes• Strong community but not thought of as first class• H...
Use data to positively influenceBlogs strongly influencevisitors decisions                           Forums have extensive...
Content checklist
Build it for the search engines
Is it easy to engage with?
The right place, for the right people
Make the content work for you
Harness the power of the social graph
Brands create plenty of content
• Sometimes you                                                                                                      have ...
Working with agencies• Use terms “Community” and “Enthusiasts”• Show data: forum users are a powerful audience• Show relev...
In conclusion:• Create your own content, as often as possible• Follow the content checklist• Curate other online content, ...
THANK YOUTyler TanakaVice President of Business Development(562) 285-0297tyler@postrelease.comTwitter/LinkedIn: @tylertana...
BROADCAST YOURSPONSORED CONTENT
Our Mission:To provide the scale and control of display advertising,with the relevancy and power of content marketing.
Video at www.PostRelease.com
Broadcast your messageThe sponsored content is automatically matched and distributed tothousands of placements, directly i...
Scalable & relevant distributionCreate your message one time,PostRelease formats the message      After your message is br...
Optimization = High performanceContent-based unit, relevancy and auto-optimization results in:5-10x the performance of tra...
PostRelease delivers a                                                                                        premium ad u...
• CPM based display
Premium placement   Premium placement• Placed within the blog roll• Locked in the 2nd position
• Complete campaign  management system• Automated  contextual matching• Flight dates, daily  budget limits• CPM pricing wi...
Robust platformThe PostRelease platform is already built and has handled over 10,000 insertions. Therobust software includ...
Simple integration• PostRelease currently has  350+ signed publishers  with a combined reach of  20+ million users• vBulle...
Growing network of verticals
Tyler TanakaVice President of Business Development(562) 285-0297tyler@postrelease.comTwitter/LinkedIn: @tylertanaka       ...
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
Real-Time Content Marketing
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Real-Time Content Marketing

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Tyler Tanaka of postrelease shares best practices for Real-Time Content Marketing at ForumCon Chicago on September 27, 2011.

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Real-Time Content Marketing

  1. 1. REAL-TIME CONTENT MARKETINGTyler TanakaVice President of Business Developmenttyler@postrelease.comChairman SEMA Street Performance CouncilTwitter/LinkedIn: @tylertanaka
  2. 2. • 13 years as an interactive agency (Cie Studios): Scion, VW,Pioneer, Dodge, Nitto Tire, Meguiars, Sparco• Social Game Development: Car Town: State Farm, Toyota, Honda,NASCAR, Indy, NBC Universal OMD, RPA, Saatchi, Starcom, Tribal...• PostRelease: Content Marketing Platform for Forums
  3. 3. PostRelease placements Ford has just launched the brand new 2012 Mustang Customizer. The new and improved virtual car building experience is filled with new feature rich improvements over the previous version, including complete graphics Share
  4. 4. “The Internet has fundamentally changed the pace ofbusiness, compressing time and rewarding speed.” David Meerman Scott
  5. 5. “I would like to make you an offer ofemployment. As a Congressman, youare known for your intensity andperseverance. I believe that thisattitude ...will make you a valuableasset to this corporation."
  6. 6. 99273109
  7. 7. Savvy marketers arecreating compelling contentyet are still challenged to get itin front of the right audience.Communities provide atremendous way to reach theright demographics tojumpstart the success of No shiftmarketing campaigns 6% More ads More On Content
  8. 8. Advertisers are converting
  9. 9. Major participants
  10. 10. Why content rules CONSUMER LEAD ENGAGEMENT VALUABLE TRUST GENERATION vs. PROSPECTS DISTRACTIONProvides info that Drive quality traffic with Educate and inform, Build brand andhelps make decisions targeted placements develop and nurture product loyalty
  11. 11. It’s all about the content well
  12. 12. Content complementsDISPLAY SEARCH SOCIAL CONTENT
  13. 13. TMYMCSL “...I’m on a horse” campaign
  14. 14. Marketing in real-time helps you• Develop a business culture that encourages speed over sloth• Read buying signals as consumers interact with your content• Engage reporters to shape stories as they are being written• Command premium prices by delivering placements at speed• Deploy technology to listen in on millions of discussions• Crowdsource content development and marketing materials
  15. 15. You Are Here
  16. 16. Holding high value and standing out• South Coast Plaza - Costa Mesa, CA• Exclusive brands and luxurious experience• Top grossing revenue mall in United States • Everyday price drop... • A generic shopping experience • Often holds a negative public opinion
  17. 17. Creating a new perceived value• Filled with stigmas and stereotypes• Strong community but not thought of as first class• High traffic filled with interaction and communication
  18. 18. Use data to positively influenceBlogs strongly influencevisitors decisions Forums have extensive and influential audiences
  19. 19. Content checklist
  20. 20. Build it for the search engines
  21. 21. Is it easy to engage with?
  22. 22. The right place, for the right people
  23. 23. Make the content work for you
  24. 24. Harness the power of the social graph
  25. 25. Brands create plenty of content
  26. 26. • Sometimes you have to help with the creative processFord has just launched the brand new 2012 Mustang Customizer. The new and improved virtualcar building experience is filled with new feature rich improvements over the previous version,including complete graphics and paint options, wheels,interior options and performancemodifications.Check out the customizer yourself above with the all new interactive interface and options or visitwww.Ford.com/Mustang to try it at the full Mustang site.Follow Ford Mustang: Share this:
  27. 27. Working with agencies• Use terms “Community” and “Enthusiasts”• Show data: forum users are a powerful audience• Show relevant discussions• Show the search impact• Remember that they need scale• Do the work for them
  28. 28. In conclusion:• Create your own content, as often as possible• Follow the content checklist• Curate other online content, editorialize and re-post• Work in real-time• Use data and research to validate your site and audience• Make it easy for advertisers to participate with your site• Content accelerates SEO and page views
  29. 29. THANK YOUTyler TanakaVice President of Business Development(562) 285-0297tyler@postrelease.comTwitter/LinkedIn: @tylertanaka info@postrelease.com | t: 562.285.0297 | 562.285.0506 | postrelease.com 111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802 PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this material are registered trademarks and are used to identify products and services of their respective owners.
  30. 30. BROADCAST YOURSPONSORED CONTENT
  31. 31. Our Mission:To provide the scale and control of display advertising,with the relevancy and power of content marketing.
  32. 32. Video at www.PostRelease.com
  33. 33. Broadcast your messageThe sponsored content is automatically matched and distributed tothousands of placements, directly in the content well.
  34. 34. Scalable & relevant distributionCreate your message one time,PostRelease formats the message After your message is broadcast toto match each sites look and feel. the network of relevant sites - your placements are then auto-optimizedPostRelease automatically matches based on click rates.your content to relevant sites.
  35. 35. Optimization = High performanceContent-based unit, relevancy and auto-optimization results in:5-10x the performance of traditional display ads
  36. 36. PostRelease delivers a premium ad unit: • Automatically formatted to match the look of each site placement • Embedded images and/or video • Multiple lines of text • Multiple calls to actionFord has just launched the brand new 2012 Mustang Customizer. The new andimproved virtual car building experience is filled with new feature rich improvementsover the previous version, including complete graphics and paint options, • Social media fan page linkswheels,interior options and performance modifications.Check out the customizer yourself above with the all new interactive interface andoptions or visit www.Ford.com/Mustang to try it at the full Mustang site. • Links to share content on both Facebook and Twitter • Multiple creative variations running concurrently on network Follow Ford Mustang: Share this:
  37. 37. • CPM based display
  38. 38. Premium placement Premium placement• Placed within the blog roll• Locked in the 2nd position
  39. 39. • Complete campaign management system• Automated contextual matching• Flight dates, daily budget limits• CPM pricing with CPC + bidding planned for the future
  40. 40. Robust platformThe PostRelease platform is already built and has handled over 10,000 insertions. Therobust software includes publisher, advertiser and admin dashboards as well as arelevancy engine, site traffic monitoring, and a keyword indexer.
  41. 41. Simple integration• PostRelease currently has 350+ signed publishers with a combined reach of 20+ million users• vBulletin integration• Wordpress plug-in• Simple and easy integration for all other types of forum software and web sites
  42. 42. Growing network of verticals
  43. 43. Tyler TanakaVice President of Business Development(562) 285-0297tyler@postrelease.comTwitter/LinkedIn: @tylertanaka info@postrelease.com | t: 562.285.0297 | 562.285.0506 | postrelease.com 111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802 PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this material are registered trademarks and are used to identify products and services of their respective owners.
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