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The Law of Content on the Web, Speaker — Joseph Frydl (Federated Media Publishing)
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The Law of Content on the Web, Speaker — Joseph Frydl (Federated Media Publishing)

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  • Had to look this up. Taking it to mean that I need to provide something to you of great value.So let’s be ambitious…
  • A simple statement that actually explains a lot of diverse phenomena such as …why FB is valued the way it is even though it creates and licesnes no content. It explains why novelists and musicians who cultivate their audiences through SM find it easier to montize their content at greater values. And it explians the ascendacy and importance of bloggersLet’s unpack it a little, prove that its true and then see what that means for marketers who want to take advantage of it
  • To prove the point, imagine a facebook feed without the content links.Contain sustains connections and makes new ones…
  • In addition to the FB IPO, we have the TV upfronts this week. Note that this is also a Law. It is true. TV is not dead and it does this very well and a lot of people make a lot of money because of it. It’s why GRPs are so important to measuring TV. In this model, “eyeballs” are a passive, fungible commodity. Relationships between those eyeballs – and even relationships between those eyeballs and the content and the brands that surround the content are not really important.While this law is true in TV and print – it does not work on the social web. That’s why thinking in terms of GRPs on the social web is a mistakeNOT AN ARGUMENT AGAINST SCALE but rather an argument for acertain kind of scale – Call it social scale
  • This is a great example of exploiting the law of content value on the social web. It’s not super models on the runway but fashion bloggers themselves who have a deep connection to their audiences. This unique event and subsequent piece of film becomes a new way to sustain the relationship they have with their audience – that’s valuable – for the bloggers, for audience members and for Intel who benefits by being featured in content that deepens this relationship between audience and content creator. Would it work on TV? Probably less effectively. It’s content that is most valuable on the social web
  • The person who made this sign has either an incredibly well developed sense of irony or is completely tone deaf to context.This picture represents everything that is wrong with digital media
  • Link: http://static.fmpub.net/assets/Eads/foodblogger_test.html
  • Transcript

    • 1. 1 FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND PROPRIETARY
    • 2. HIGH ORDER BIT “…In computer science, the term „high order bit‟ refers to the most significant FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND bit in a binary number; it‟s the bit with the greatest value.” PROPRIETARY 2
    • 3. THE LAW OF CONTENT ONTHE WEB “The Value of Content on the Web is FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND directly proportional to the number of connections it starts or sustains.” PROPRIETARY 3
    • 4. THE WEB IS SOCIAL CONTENT FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND CONVERSATIONS PERCEPTION & INFLUENCE PROPRIETARY 4
    • 5. THE SOCIAL WEB THEROLE OF CONTENT ON FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND5 PROPRIETARY
    • 6. THE LAW OF CONTENTVALUE IN TV & PRINT “The Value of Content is directly proportional to the efficiency with which FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND it delivers “eyeballs.” AKA – Les Moonves‟ Law PROPRIETARY 6
    • 7. SUCCESS ON THE SOCIAL WEB CONTENT With Social Energy CONTENT CONVERSATIONAL FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND MARKETING MEDIAPut the content to work for Capitalize on context to amplify brands brand messages PROPRIETARY ENHANCED BRAND PERCEPTION & INFLUENCE 7
    • 8. CONTENT THAT IS 53 TIMES MORE LIKELY TO BE TWEETED FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND8 PROPRIETARY
    • 9. IT STARTS WITH SOCIALCONTENT ROOTED IN REAL LIFE FOOD PARENTING BUSINESS FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND TECHNOLOGY BEAUTY/STYLE SHELTER/DESIGN PROPRIETARY 9
    • 10. INTEL& FEDERATED MEDIA PUBLISHING FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND10 PROPRIETARY
    • 11. THE IMPORTANCE OF CONTEXT FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND11 PROPRIETARY
    • 12. CAPITALIZING ON CONTEXT FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND PROPRIETARY DEMODFA‟s publicly available industry-standard benchmarks 12
    • 13. THE BENEFIT OF RESPECTING CONTEXT 4% Click Thru Rate on Video Units 53% Lift in purchase intent FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND 346% Higher than DFA’s benchmark for interaction rates _% Earned Media Stat PROPRIETARY• DFA’s publicly available industry-standard benchmarks 13
    • 14. THE LAW OF CONTENT ONTHE WEB “The Value of Content on the Social Web is directly proportional to the number of FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND connections it starts and sustains.” Focus on Content with Social Energy Put that Content to Work for your PROPRIETARY Brand 14