Conversation Ad Overview

Conversation Ads Designed to influence blogs and bloggers by bringing relevant, real-time, company sponsored conversations to blog posts.

Blogs and bloggers continue to gain eyeballs and influence. Over 120 million blogs, 74,000 blogs created in last 24 hours. 1 73% of internet users read blogs and 55% write comments on blogs. 2 34% of bloggers post opinions about products and brands on their blog. 2 1 Neilson Blog Pulse www.blogpulse.com 2 Universal McCann Wave 3, March 2008

Serious money is won or lost in conversations on blogs. 50% of blog readers say a blog influenced their decision to buy. 3 3 www.buzzlogic.com

Conversation Ad “ Bring the conversation to the conversation.” Lotusphere 2010 call for abstracts is open through October 2 Blog: September 22 2009 Lotus goes after Microsoft’s ridiculous and fabricated’ figures Blog: September 22 2009 Just trying out Lotus notes and digging it… Twitter : @redeye12 Video: Notes in action Youtube: Lotus Channel Product review: Lotus Notes Blog: September 22 2009

1. Real-time conversations happening across the social web 2. Conversation Ad tool pulls relevant conversations and provides control Pull all conversations relevant to company Feeds from company controlled sources and / or user generated sources across blogs, microblogs, YouTube, and social network sites Can create unique streams based upon key words Ability to filter and set parameters Manual insertion or automated insertion 3. Conversation Ad is updated in real-time (or close to it) Lotusphere 2010 call for abstracts is open through October 2 September 22 2009 Lotus goes after Microsoft’s ridiculous and fabricated’ figures September 22 2009 Lotus knows I’m ready for LoLA September 21 2009 4. Conversation Ads are placed in relevant posts across the Blogosphere or other relevant sites Lotusphere 2010 call for abstracts is open through October 2 Blog:September 22 2009 Lotus goes after Microsoft’s ridiculous and fabricated’ figures Blog:September 22 2009 Just trying out Lotus notes and digging it… Twitter : @redeye12 Lotusphere 2010 call for abstracts is open through October 2 September 22 2009 Lotus goes after Microsoft’s ridiculous and fabricated’ figures September 22 2009 September 21 2009

Pull all conversations relevant to company

Feeds from company controlled sources and / or user generated sources across blogs, microblogs, YouTube, and social network sites

Can create unique streams based upon key words

Ability to filter and set parameters

Manual insertion or automated insertion

Standard Rich Media Banner Conversation Ad Banner Ad is designed to interrupt Produced weeks or even months ahead of time Out of context to what person is reading Ad designed to add value to reader Content is sponsored by brand and filled with real-time updates related to blog topic. Can include mentions of brand and / or include brand conversations Contextual relevance = higher engagement & higher clicks Lotusphere 2010 call for abstracts is open through October 2 September 22 2009 Lotus goes after Microsoft’s ridiculous and fabricated’ figures September 22 2009

Available in all standard banner sizes. Woodhouse can develop creative (concept to implementation) or current agency or in-house creative can do it. Rich media available. Ability to present more content within the unit by utilizing presentation layer technologies. For example, full blog post loads on top of the unit on user click or rollover. Can include incorporation of Google Analytics or other measurement code. Types of Units - Creative

Available in all standard banner sizes.

Woodhouse can develop creative (concept to implementation) or current agency or in-house creative can do it.

Rich media available.

Ability to present more content within the unit by utilizing presentation layer technologies. For example, full blog post loads on top of the unit on user click or rollover.

Can include incorporation of Google Analytics or other measurement code.

Company Thoughts : “This is what our company is saying in general.” Company Passion : “This is what our company is saying about a subject.” Community Perspective : “This is what others are saying about our company and / or products.” Sponsored Conversations : “This is what others are saying about a subject that we care about.” Combo Conversations : “Here is what others are saying about a subject and here is our take.” Types of Units - Conversations

Company Thoughts : “This is what our company is saying in general.”

Company Passion : “This is what our company is saying about a subject.”

Community Perspective : “This is what others are saying about our company and / or products.”

Sponsored Conversations : “This is what others are saying about a subject that we care about.”

Combo Conversations : “Here is what others are saying about a subject and here is our take.”

Conversation Discovery Using a combination of tools and people , an audit of the landscape is performed to best understand influencers and audience patterns. Conversation Ads Strategy Content/media/measurement strategy -- best use of the Conversation Ads to meet your business objectives. Creative Development of Ads and Corresponding Content Develop look and feel for ad "shell", create apps and content where necessary. Conversation Channeling Find & Aggregate, Filter & Control, Parse & Package, Distribute & Measure Reputation Management Distribute negative conversations that require action to company resources. Services

Conversation Discovery

Using a combination of tools and people , an audit of the landscape is performed to best understand influencers and audience patterns.

Conversation Ads Strategy

Content/media/measurement strategy -- best use of the Conversation Ads to meet your business objectives.

Creative Development of Ads and Corresponding Content

Develop look and feel for ad "shell", create apps and content where necessary.

Conversation Channeling

Find & Aggregate, Filter & Control, Parse & Package, Distribute & Measure

Reputation Management

Distribute negative conversations that require action to company resources.

Case Studies

Although IBM has been a leader in establishing and maintaining company blogs they needed a means to extend the reach of the blogs and show thought leadership in the marketplace. Conversational Ads were utilized to gather the most influential blog posts related to topics being discussed by IBM and then placed in Conversation Ads. Ad units were populated with real time data as well as an RSS feed from IBM blogs and then placed across the Blogoshpere. Units were created for Technorati on behalf of IBM Case Study: IBM

Although IBM has been a leader in establishing and maintaining company blogs they needed a means to extend the reach of the blogs and show thought leadership in the marketplace.

Conversational Ads were utilized to gather the most influential blog posts related to topics being discussed by IBM and then placed in Conversation Ads.

Ad units were populated with real time data as well as an RSS feed from IBM blogs and then placed across the Blogoshpere.

Units were created for Technorati on behalf of IBM

Case Study: IBM

In the movie “9”, robots take over the world. Focus Films wanted a way to influence an audience outside of typical movie goers. Given the central theme of robots in the storyline and the robust community of bloggers discussing robots, ad units were created that brought in the best robot posts. The unit includes the movie trailer for “9”. Ad units are populated with real time data and then placed across the Blogoshpere where posts discussed robots. Units were created for Technorati on behalf of Focus Features Case Study: Focus Features Films

In the movie “9”, robots take over the world.

Focus Films wanted a way to influence an audience outside of typical movie goers. Given the central theme of robots in the storyline and the robust community of bloggers discussing robots, ad units were created that brought in the best robot posts.

The unit includes the movie trailer for “9”.

Ad units are populated with real time data and then placed across the Blogoshpere where posts discussed robots.

Units were created for Technorati on behalf of Focus Features

Case Study: Focus Features Films

Contact greg wood president woodhouse a full service social media agency [email_address] 617-306-2739 www.woodhouseblog.com www.twitter.com/heygregwood www.facebook.com/heygregwood www.slideshare.com/woodhousesm