Bill flitter content marketing now conf_2012_dlvrit_distribution case study_day2

917 views
850 views

Published on

Bill Flitter, CEO & Co-founder of dlvr.it, sits down with us to discuss highly successful content distribution programs. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com @contentmktgnow

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
917
On SlideShare
0
From Embeds
0
Number of Embeds
227
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Bill flitter content marketing now conf_2012_dlvrit_distribution case study_day2

  1. 1. Content Distribution Case Studies presented by: Bill Flitter CEO/Founder bill@dlvr.it 888.495.8384 @bflitter 1
  2. 2. Content Distribution Case Studies Bing acquires new users with curation and distribution Video & whitepaper repackaging and distribution Real-time content recycling, distribution and retargeting Cisco acquires new followers, fans, and subscribers with an earned to paid media strategy 2
  3. 3. Bing Objectives Increase perception that Bing “Helps people make decisions” Associate the Bing brand with relevant content: Entertainment, Music and Sports Tie to trending topics to capitalize on heightened user interest in certain content 3
  4. 4. Solution: Dynamic Curation & Distribution Negative Keyword Filters 4
  5. 5. User Experience 5
  6. 6. Bing Objectives Increase perception that Bing “Helps people make decisions” Associate the Bing brand with relevant content: Entertainment, Music and Sports Tie to trending topics to capitalize on heightened user interest in certain content 6
  7. 7. Results 0.250% 0.200% 0.150% Entertainment 0.100% Sports Total 0.050% 0.000% Nov 2 Nov 11 Nov 12 Nov 17 Nov 22 White Background & Increased Frame Speed Dedicated Frame 3 Weighted delivery to Optimizations on Art Desc white background Sports 7
  8. 8. Results • Entertainment CTR peaked dramatically at lunchtime • Top Performing Categories: Movie Listings, Theater Showtimes, TV Shows, Writers Resources and Crafts 8
  9. 9. Results • CTR peaked on weekends, when sports are top of mind and viewership is high • Top Performing Categories: Basketball, Outdoors, Surf and Swim, Motor Sports and Winter Sports 9
  10. 10. Schneider Electric Objective To increase awareness, consideration and content engagement with videos and whitepapers 10
  11. 11. 11
  12. 12. User Experience 12
  13. 13. Schneider Electric Objectives To increase awareness, consideration and content engagement with videos and whitepapers • Whitepaper was repacked as an advertorial • Large video image with text • Several snippets of description content were rotated • Entire video was • Entire whitepaper was syndicated, not a pre-roll ad accessed on Schneider • User initiated play website 13
  14. 14. Results Content was viewed over 1M times Click through to access more video content was over .6% Advertorials had highest engagement at 1.5% 14
  15. 15. Groupon Objectives Increase awareness of deal content to specific GEO locations Retarget non-buyers with a follow-on deal 15
  16. 16. Transition to Repackage Deal Content Typical Groupon Ad Real-time dynamic deal distribution 16
  17. 17. 17
  18. 18. User Experience Non-buyers retargeted with different offer content 18
  19. 19. Results • 200% lift in conversion with dynamic content vs. generic offer • Prospects from dynamic creative consumed more content on the Groupon website 19
  20. 20. Results Conversion Rate By Creative Type 0.050% 0.041% Conversion Rate 0.040% 0.030% 0.024% 0.020% 0.013% 0.010% 0.000% Static Banner Dynamic ROE Dynamic Channel Creative Type Dynamic Channel saw 213% lift in conversion over static ad 20
  21. 21. Cisco Objectives Reach tech & biz decision makers through high SOV placements with relevant biz & tech sites Drive qualified traffic to Cisco’s social media landing page to increase content engagement (Blogs, video, Twitter and Facebook) 21
  22. 22. 22
  23. 23. Cisco Objectives Drive qualified traffic to Reach tech & biz Cisco’s social media decision makers through landing page to increase high SOV placements content engagement with relevant biz & tech (Blogs, video, Twitter, Fa sites cebook) 23
  24. 24. Results Twitter content was interacted with over 2M times Advertorials had highest engagement at 2.5% Engagement end being equal across all Twitter handles 24
  25. 25. What did we learn? 25
  26. 26. Key Takeaways The right content to the right audience increases lift Time of day plays a role in engagement Day of week is an important consideration for engagement with different types of content Advertorials placed in-stream have highest engagement No Significant difference in engagement of owned vs. curated content 26
  27. 27. Thank You Bill Flitter CEO/Founderbill@dlvr.it 888.495.8384 @bflitter 27

×