1. Signal Chicago
09/11/2012
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Michael Gutkowski/President, Sales & Marketing

2. Too Many Messages, Not Enough Engagement
Daily Marketing Messages
CTR
9% 5,000
500 0.1%
1970 1980 1990 2000 2012
Source: 2005 Yankelovich Marketing Receptivity Survey, TechCrunch “A Framework 2
for the $10B+ Native Advertising Market” June 2012

3. The Currency of Conversation is Content
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4. The DifferenceSOCIAL REACH AND SCALE
TRENDHUNTER of Passion Based Content:
Intimacy & Influence
“We get emails all the time from
readers thanking us for the site and
sharing how the site has changed
their lives. People tweet how AoM is
second only to the Bible for their
guide to life. It's very humbling, but
also daunting.”
– Brett McKay, Art of Manliness
11X 1MM 117K 50%
AoM content is tweeted US unique visitors Facebook “Likes” as of Lift in average user’s
more than content from August 2012 Klout Score compared to
competitors, comparatively Klout’s average of 20
Source: *comScore July 2012, Data Sift Competitive Study April 2012
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5. Fueling Brand Success on the Social Web
Conversational
Marketing
=
5

6. What is Content Marketing?
Content Marketing
Information and experiences that may provide value for an
audience in specific contexts
brand to achieve brand marketing goals

7. What is Native Advertising?
1 Editorially integrated, not boxes and banners
2 Encourages experience, doesn’t stand in the way of it
3 Enables brands to participate, not distract
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8. The Origin of Native
“It’s interesting that the ads which are “native” to a site
– in other words, that are driven by text … that follow a
site’s design approach, do best…
I’ve argued for the past few years that advertising
needs to not interrupt, but rather be part of a site’s
dialog.”
- John Battelle’s Searchblog, June 25, 2006
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9. The Evolution of Native
?
Sponsored
Promoted Stories
Promoted
Tweets
Content Series & Videos
Sponsored Posts
2006 2009 2010 2011 2012
Our content helps brands
be native to these closed
platforms…
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10. …We Also Make
Brands Native to the
Open Web
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12. From Theory to Practice
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13. The Droplet: What’s Making Ripples
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14. Passion Based Publishers Behind
SmartWater
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15. Creating a Currency of Conversation on
Facebook…
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16. …And Across the Open Web
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17. The Results
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18. Social Dramatically Exceeded
Expectations…
Vs. Goal
+ 55%
+ 590%
+ 30%
194% 419%
Social Actions Earned Media ROI
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19. …As Did Native Advertising Performance
+400%
CTR
(Performance vs.
benchmark)
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