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DELL SMALL OFFICE   05/18/12                                                          1Federated Media Publishing Confiden...
FILL THE FUNNEL & PAVE THE PATH TO    PURCHASE THROUGH CONTENT           HIGH FUNNEL                                      ...
Content Fuels Audience Conversations     What would social media be without compelling content to share?                  ...
CONTENT IS THE GLUE BETWEEN ALL DIGITAL   ACTIVATION LAYERS                                                           SOCI...
INDEPENDENT PUBLISHERS INSPIRE     SOCIAL CONNECTIVITY     Social is a new power-driver of traffic as readers     share co...
Sharing IS Caring   FM Content is 53x more likely to be tweeted than competitors’                                         ...
MEET SOME OF FM’S BUSINESS TALENT     A “who’s who” of online business influencers                    Barry Ritholtz      ...
FM REACHES 22MM SMB EMPLOYEES – BUT LET’S   DIG DEEPER                                              FOODIES               ...
PUTTING CONTENT TO WORK FOR BRANDS    Content is the Atomic Unit of Conversational Marketing    Complete Publishing       ...
AMPLIFIED THROUGH CONVERSATIONAL MEDIA                                                                                 Sca...
TARGET CONVERSATIONS, NOT KEYWORDS                                                          x Keyword Targeting           ...
CASE STUDIES / Content ExamplesFederated Media Publishing Confidential and Proprietary
AMERICAN EXPRESS: OPEN FORUMFederated Media Publishing Confidential and Proprietary
AMERICAN EXPRESS: OPEN FORUM    A Brief History of OPEN Forum           Growth of a Small Business Publisher              ...
TURBOTAX: CONTENT CREATIONFederated Media Publishing Confidential and Proprietary
TURBOTAX: CONTENT DISTRIBUTIONFederated Media Publishing Confidential and Proprietary
LEVI’S: CUSTOM CONTENT PROGRAM      Engaging content on site and amplified through social & paid channels        Levi’s Cu...
LEVI’S: CUSTOM CONTENT PROGRAM     Brand integration in and around content                                                ...
LEVI’S: CONTENT DISTRIBUTION                                                              BRAND AND                       ...
LEVI’S CURVE ID: HEIGHTENED AWARENESS &   ENGAGEMENT                                                                      ...
LEVI’S CURVE ID: DRIVING TRIAL                                                      3.5X                                  ...
AppendixFederated Media Publishing Confidential and Proprietary
FEDERATED MEDIA CASE STUDY                        Dell SMB 2011                                                          G...
SEAMLESS BRAND INTEGRATION   New Suite of Conversationalist Ad Products                                                   ...
All @ Scale                                                          US Monthly UUs, March 2012                           ...
FM IS THE BIGGEST/BEST INDEPENDENT   PUBLISHER            118MM                                              88%          ...
SYNDICATED CONTENT CREATES EARNED MEDIA      AND EXTENDS BUZZ                                                          4  ...
PROJECTING THE VALUE OF EARNED MEDIA   Suppose you produce 400 pieces of content over the course of a   few months, and ea...
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Dell small office 05 18-12

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  • Imagine a Facebook feed without the content linksAND YOU KNOW…
  • We only bring you sites with engaged and influential audiences. In fact, our audience is 40% more likely to share content than other internet users.Identifying engagement and social activity is part of our vetting process.The vast majority of our sites are community driven (not how-to sites visited on a need-to-know basis).You can see this point exemplified on this chart, which shows the % of traffic that is driven to FM from social media sites (specific sites are in the sourcing). Our partners content is the type of content consumers want to share, post, tweet, and click on.
  • AND WE BELIEVE…THE PROOF IS IN THE PUDDING
  • 1: Barry Ritholtz (The Big Picture). A frequent commentator on economic data and financial markets, Barry L. Ritholtz is a regular guest on CNBC, Bloomberg, Fox, CNN, ABC, CBS, PBS, MSNBC, and C/SPAN. He has appeared on many shows, including Nightline, ABC World News Tonight, Fast Money, Kudlow & Co, and Power Lunch, and has guest-hosted Squawk Box on numerous occasions. He appears regularly on Bloomberg Radio, NPR, CBS, and other radio broadcasts. Randall Forsyth from Barron’s Up and Down Wall Street Daily has said that “Barry Ritholtz pens The Big Picture, a must-read blog, and is a regular guest on financial television, where he tries to provide a counterweight of rationality to the typical ravings heard there.”3: Anita Campbell (Small Business Trends). Widely considered a “small business expert,” Anita Campbell serves as CEO of Anita Campbell Associates Ltd, a woman-owned consulting firm helping companies and organizations reach the small business market. Anita is a regular on the small business lecture circuit, also serving on the boards of several companies that sell to the SMB market. Her site Small Business Trends consistently wins awards as a resource for SMB’s, and has been described as “…the ideal small business resource: experienced, informed, up to the moment, blessed with keen judgment and a broad perspective” by Eric Olsen, CEO of BlogCritics4: Richard MacManus (RWW). New Zealander Richard McManus is one of the world’s most highly respected web tech and digital media strategists and analysts. Prior to founding ReadWriteWeb, read by millions worldwide each month, MacManus was a researcher, analyst and product developer for companies in Silicon Valley and his native Queensland. He founded the Web 2.0 Workgroup and the Web 2.0 Explorer blog at ZDNet, was cofounder and Executive Editor of Micro Media Corporation, a multi-channel leadership program in Web and Media 2.0.5: Fred Wilson (Avc). is a New York based venture capitalist who has been active since 1987. Through his well-known blog and his investment in some on New York’s notable start-up companies over the past decade, he is recognized as a leading voice of the venture capital finance community in New York, personally being rated as TheFunded.com’s favorite venture capitalist in 2007. He is the co-founder of Union Square Ventures and managing partner of Flatiron Partners, which together have invested in companies such as Twitter, FourSquare, Bug Labs, Meet Up, Zynga, Etsy, and comScore Networks.Misc: Guy Kawasaki (How to Change the World) was “Chief Evangelist” and an Apple Fellow at Apple Inc where he was originally responsible for marketing the Macintosh in 1984, and is currently managing director at Garage Technology Ventures, a venture capital firm specializing in high tech start ups in Silicon Valley. He has written many popular books on marketing and entrepreneurship, and is a frequent speaker at top business conferences. Although he's been described as a business legend, Kawasaki says that being a legend shouldn't be your goal in life, "What you should do is create a great product or service…the goal is to change the world...if you do that, maybe you’ll be a legend.” His blog “How to Change the World” provides tactical, practical information that attracts the early adopter, entrepreneurial, tech-loving audience, and is consistently ranked in the Technorati Top 50. Guy’s reach is amplified through his legion of 310,000 twitter followers
  • THE MAGIC WORD. S C A L E. BUT LET’S GET TO THE VIDEO PIECE ALREADY
  • Transcript of "Dell small office 05 18-12"

    1. 1. DELL SMALL OFFICE 05/18/12 1Federated Media Publishing Confidential and Proprietary
    2. 2. FILL THE FUNNEL & PAVE THE PATH TO PURCHASE THROUGH CONTENT HIGH FUNNEL HIGH Broadens your consumer base and conversation coverage by aligning with brand-building values MID FUNNEL Category-specific stories appeal to consumers researching and narrowing their consideration set before they move into purchase mindset MID LOW FUNNEL: Product benefits & promotions encourage trial and expose you to related product content, helping increase share of mind and size of basket LOW 2Federated Media Publishing Confidential and Proprietary
    3. 3. Content Fuels Audience Conversations What would social media be without compelling content to share? 3Federated Media Publishing Confidential and Proprietary
    4. 4. CONTENT IS THE GLUE BETWEEN ALL DIGITAL ACTIVATION LAYERS SOCIAL MEDIA MOBILE Twitter, Facebook, Tumblr, etc Be part of what they are are all full of shared links and consuming on phones and people broadcasting what they tablets find interesting DIGITAL CONTENT DATA Trusted environments are where Understand what your consumers routinely go to engage consumers care about with their passion points. This is and use it to target where content is shareable and distributed widely (syndication). SEARCH Content assets make E-COMMERCE you more compelling for Provide instant and long SEO and give people term opportunities to close paths to find you the sale. 4Federated Media Publishing Confidential and Proprietary
    5. 5. INDEPENDENT PUBLISHERS INSPIRE SOCIAL CONNECTIVITY Social is a new power-driver of traffic as readers share content they find valuable… …and Mainstream media % of Traffic Driven to Properties by Social Media has taken notice 6 … giant ocean liners like Federated Media 32.4% AOL and Yahoo! are Youtube 26.1% being outmaneuvered by the speedboats zipping 6 Glam Media 16.3% around them, relatively Viacom 12.9% small sites that have VEVO 12.4% passionate audiences Yahoo! 12.4% and sharply focused AOL 12.1% information. Turner 12.0% - NY Times, 9/11/11 CBS Interactive 7.4% Microsoft 7.2% NYTimes 5.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% Source: comScore Source/Loss Report. Sources include Facebook, Twitter, Tumblr, YouTube, Blogger, StumbleUpon, Pinterest. Feb 2012. The New York Times, News Trends Tilt Toward Niche Sites, David Carr, Published September 11, 2011Federated Media Publishing Confidential and Proprietary
    6. 6. Sharing IS Caring FM Content is 53x more likely to be tweeted than competitors’ Tweets per 1000 Page Views 53 tweets Competitive Index <1Source: Datasift FM Analysis , 2012 6Federated Media Publishing Confidential and Proprietary
    7. 7. MEET SOME OF FM’S BUSINESS TALENT A “who’s who” of online business influencers Barry Ritholtz Anita Campbell Guy Kawasaki Personal Finance Pundit Sought-after SMB Expert Technology & VC Guru Fred Wilson Chris Brogan Penelope Trunk Leading Venture Capitalist Celebrated Brand Consultant Noteworthy Career Advisor & EntrepreneurFederated Media Publishing Confidential and Proprietary
    8. 8. FM REACHES 22MM SMB EMPLOYEES – BUT LET’S DIG DEEPER FOODIES SMB EXECUTIVES SMB FINANCE AFICIONADOS SMB DECISION MAKERS 826 1.8 MILLION 3.9 MILLION AUDIENCE FM readers work at an SMB and AUDIENCE FM readers work at an SMB and THOUSAND use a corporate credit card make purchases in excess of FM readers are management More than 4X Forbes $1000 per year for their company level or above at an SMB More than 3X WSJ More than 5X Bloomberg FEATURED PARTNER FEATURED PARTNER VENTURE BEAT THE BIG PICTURE CHRIS BROGAN The New York Times called “Barry Ritholtz…is a regular guest “How lofty is Chris Brogan’s VentureBeat one of the “best on financial TV, where he tries to profile? In some high-powered blogs on the web” and now runs provide a counterweight of circles, extraordinarily so.” VentureBeat articles on its rationality to the typical ravings website heard there” -The Boston Globe, April 2011 -Randall W. Forsyth, Barron’s Up and Down Wall Street Daily Source: US comScore Key Measures + Plan Metrix October 2011Federated Media Publishing Confidential and Proprietary
    9. 9. PUTTING CONTENT TO WORK FOR BRANDS Content is the Atomic Unit of Conversational Marketing Complete Publishing Platforms Original Content Series Sponsored Blog PostsFederated Media Publishing Confidential and Proprietary
    10. 10. AMPLIFIED THROUGH CONVERSATIONAL MEDIA Scaled Across the Independent Web Seamless Editorial Integration Content Driven Ad Units Conversation Targeting 118M UUsFederated Media Publishing Confidential and Proprietary
    11. 11. TARGET CONVERSATIONS, NOT KEYWORDS x Keyword Targeting aConversation TargetingFederated Media Publishing Confidential and Proprietary
    12. 12. CASE STUDIES / Content ExamplesFederated Media Publishing Confidential and Proprietary
    13. 13. AMERICAN EXPRESS: OPEN FORUMFederated Media Publishing Confidential and Proprietary
    14. 14. AMERICAN EXPRESS: OPEN FORUM A Brief History of OPEN Forum Growth of a Small Business Publisher 2011 2007 2008 2009 2010 Over 200 Site Re- contributors OPEN starts Content from OPEN Forum and design and live events 7 big-name becomes the and a site to Small major scale most visited growing, OF of is a leading house video Business SB site on functionality resource for footage writers the web and content. Small Business 425,000 5,100,000 10,500,00 Continued Launch page page page Growth! views views viewsFederated Media Publishing Confidential and Proprietary
    15. 15. TURBOTAX: CONTENT CREATIONFederated Media Publishing Confidential and Proprietary
    16. 16. TURBOTAX: CONTENT DISTRIBUTIONFederated Media Publishing Confidential and Proprietary
    17. 17. LEVI’S: CUSTOM CONTENT PROGRAM Engaging content on site and amplified through social & paid channels Levi’s Curve ID Content Series Example Content & Engagement Earned Media Paid Media PLAY VIDEO 4Federated Media Publishing Confidential and Proprietary
    18. 18. LEVI’S: CUSTOM CONTENT PROGRAM Brand integration in and around content All Content transparently market as sponsored by the brand, including logos, links and roadblock media Brand logo, transparency note and tagline Roadblocked media surrounds content Custom content and video from programFederated Media Publishing Confidential and Proprietary
    19. 19. LEVI’S: CONTENT DISTRIBUTION BRAND AND CONTENT ALIGNMENT CONTENT CAROUSEL EASY ACCESS TO BRAND’S SOCIAL PAGES BRAND AND CONTENT ALIGNMENTFederated Media Publishing Confidential and Proprietary
    20. 20. LEVI’S CURVE ID: HEIGHTENED AWARENESS & ENGAGEMENT 346 Levi’s Curve ID program 951 PERCENT Higher than DFA’s benchmark for successfully captured the TOTAL COMMENTS interaction rates Exceeds FM’s women audience and benchmark by 216% produced high engagement among various levels of sponsored content. 849 THOUSAND VIEWS On YouTube alone DFA’s publicly available industry-standard benchmarksFederated Media Publishing Confidential and Proprietary
    21. 21. LEVI’S CURVE ID: DRIVING TRIAL 3.5X HIGHER Awareness & Than average engagement led to campaign in CTR action. Women were driven directly to Levi’s Curve ID landing page with a purchasing mindset. 1216 53 PERCENT Increase over FM’s average CTR PERCENT for advertisers in Lift in purchase the retail vertical intent stemmed from thousands of product clicks The Content Series CTR Benchmarks are based off of internal FM 2011 data, Custom Levis Vizu Brand Study 2012Federated Media Publishing Confidential and Proprietary
    22. 22. AppendixFederated Media Publishing Confidential and Proprietary
    23. 23. FEDERATED MEDIA CASE STUDY Dell SMB 2011 Goal Promote small businesses’ association of “virtualization” and advanced technologies with Dell. Solution • Because the theme of “virtualization” is something FM’s tech authors inherently cover, Dell surrounded pre-existing FM content on virtualization with rich media video units. • FM content along with Dell whitepapers was syndicated through a Conversationalist unit, distributed across a list of relevant SMB sites. Success • FM’s SMB audience interacted with the Conversationalist unit at a high rate, beating industry averages by 219%. • The Conversationalist also generated over 1500 Dell whitepaper downloads. • Roadblocked media from Conversationalist clickthroughs accounted for an additional ~67k impressions of earned media. Q3 2011Federated Media Publishing Confidential and Proprietary
    24. 24. SEAMLESS BRAND INTEGRATION New Suite of Conversationalist Ad Products Going Native • A suite of integrated, expandable ad products that reside in the editorial well & adopt the native look of their environment Scale for your brand • Wide scale FMP category distribution o Business o Food o Men o Women • Suite of editorial well products include*: o Hover to play Video (available now) o Product spotlight - single post or Edit-well Video collection format (Q2) unit o Photocard Gallery (Q2) o Branded Polls (Q4) Click here for a live demo!On click or hover activation, preview image area is replaced by a scaled video player and subsequent items in page are pushed downFederated Media Publishing Confidential and Proprietary*Final product timeline TBD
    25. 25. All @ Scale US Monthly UUs, March 2012 200M 118M 100M 0Source: ComScore 25Federated Media Publishing Confidential and Proprietary
    26. 26. FM IS THE BIGGEST/BEST INDEPENDENT PUBLISHER 118MM 88% Global Unique Visitors Audience feels a personal relationship with a Federated Media website 35% 40% Of FM’s traffic is earned through social More likely to share content with their social platforms graph 557% 88% More likely to tweet/retweet than the FM’s audience is indexed by Klout as average web user an influencer Source: FMP Site Satisfaction and Engagement Survey, 2012 26Federated Media Publishing Confidential and Proprietary
    27. 27. SYNDICATED CONTENT CREATES EARNED MEDIA AND EXTENDS BUZZ 4 That extended audience brings traffic back to the content and creates earned media value for the brand 3 Extended social actions, views, and comments build further buzz 1 Content is created and published to passionate audiences across FM The readers/viewers take social actions to broadcast their favorite content to their social graph 2 27Federated Media Publishing Confidential and Proprietary
    28. 28. PROJECTING THE VALUE OF EARNED MEDIA Suppose you produce 400 pieces of content over the course of a few months, and each is seen 2,000 times. That’s 800,000 views. PAID MEDIA CAMPAIGN Target number of views 800,000 Standard click-through rate in the industry 0.08% Number of ad impressions needed to generate 1,000,000,000 that many actions at that rate Cost of that many ad impressions if purchased at $8,000,000 a CPM of $8 When you own the content and balance paid media (advertising) with earned media (social sharing, search, etc.), it’s far more efficient.Federated Media Publishing Confidential and Proprietary 28

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