Bill flitter content marketing now conf_2012_dlvrit_distribution case study_day2

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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. …

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

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  • 1. Content Distribution Case Studies presented by: Bill Flitter CEO/Founder bill@dlvr.it 888.495.8384 @bflitter 1
  • 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. 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. Solution: Dynamic Curation & Distribution Negative Keyword Filters 4
  • 5. User Experience 5
  • 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. 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. Results • Entertainment CTR peaked dramatically at lunchtime • Top Performing Categories: Movie Listings, Theater Showtimes, TV Shows, Writers Resources and Crafts 8
  • 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. Schneider Electric Objective To increase awareness, consideration and content engagement with videos and whitepapers 10
  • 11. 11
  • 12. User Experience 12
  • 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. 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. Groupon Objectives Increase awareness of deal content to specific GEO locations Retarget non-buyers with a follow-on deal 15
  • 16. Transition to Repackage Deal Content Typical Groupon Ad Real-time dynamic deal distribution 16
  • 17. 17
  • 18. User Experience Non-buyers retargeted with different offer content 18
  • 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. 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. 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
  • 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. 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. What did we learn? 25
  • 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. Thank You Bill Flitter CEO/Founderbill@dlvr.it 888.495.8384 @bflitter 27