Rethinking media<br />Joanne Bradford<br />Chief Revenue Officer<br />Demand Media<br />June 9, 2010<br />
First…<br />Some personal experiences<br />
There’s only so much Pie<br />
Begging for Headlines<br />Jenny<br />
Where is your front door?<br />
Focus on intent<br />Intenders<br />Visitors<br />
Three Key Sources of Expressed Intent<br />
Content is marketing<br />
And the Best Content Markets Itself…<br />     10% - 20% of Clicks<br />Would you rather be at the search, or at the answe...
Content is Marketing<br />THEN<br />NOW<br />
Going social<br />
Cracked.com Goes Social<br />Within 2 weeks: 1.5M total views<br /><ul><li>2300+ Diggs; 20k+ Facebookshares
92k visits from Digg
51k visits from Facebook
6k visits from HuffingtonPost
305K+ total social media visits</li></li></ul><li>Case Study: Cracked.com and Old Spice<br />The Goal: Create a high impac...
Article: 5 Ancient Acts of War That Changed the World<br /><ul><li>1400+ Facebook shares
1600+ Diggs
Digg top 5 story for over 24 hours
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Rethinking Media: A Fond Farewell to New Media's Old Ways

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Presented by Joanne Bradford, Chief Revenue Officer, Demand Media

Dated: June 8, 2010

Published in: Technology, Business
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Rethinking Media: A Fond Farewell to New Media's Old Ways

  1. 1.
  2. 2. Rethinking media<br />Joanne Bradford<br />Chief Revenue Officer<br />Demand Media<br />June 9, 2010<br />
  3. 3. First…<br />Some personal experiences<br />
  4. 4. There’s only so much Pie<br />
  5. 5. Begging for Headlines<br />Jenny<br />
  6. 6. Where is your front door?<br />
  7. 7. Focus on intent<br />Intenders<br />Visitors<br />
  8. 8. Three Key Sources of Expressed Intent<br />
  9. 9. Content is marketing<br />
  10. 10. And the Best Content Markets Itself…<br /> 10% - 20% of Clicks<br />Would you rather be at the search, or at the answer?<br />The Best Click<br />80% - 90%of clicks<br />The Next Click<br />
  11. 11. Content is Marketing<br />THEN<br />NOW<br />
  12. 12. Going social<br />
  13. 13. Cracked.com Goes Social<br />Within 2 weeks: 1.5M total views<br /><ul><li>2300+ Diggs; 20k+ Facebookshares
  14. 14. 92k visits from Digg
  15. 15. 51k visits from Facebook
  16. 16. 6k visits from HuffingtonPost
  17. 17. 305K+ total social media visits</li></li></ul><li>Case Study: Cracked.com and Old Spice<br />The Goal: Create a high impact campaign through unique content, stylized banner placements, and social media<br />
  18. 18. Article: 5 Ancient Acts of War That Changed the World<br /><ul><li>1400+ Facebook shares
  19. 19. 1600+ Diggs
  20. 20. Digg top 5 story for over 24 hours
  21. 21. 54k visits from Digg
  22. 22. 37k visits from Google
  23. 23. 20k visits from Facebook</li></ul>Social Traffic<br /><ul><li>800K+ Views
  24. 24. 125k+ Social Visits
  25. 25. 225k+ Social Views</li></ul>All media has the chance to be social.<br />
  26. 26. Apps: tools for engagement<br />
  27. 27. LIVESTRONG.COM Members LIVE for Apps<br />MyPlate – Calorie Tracker<br /><ul><li>Food & Fitness tracker for healthy eaters
  28. 28. Massive online food database with over 650,000 food items and 1,400 fitness items</li></ul>Calorie Tracker for iPhone, BlackBerry & Android<br /><ul><li>1MM+ iPhone, BlackBerry & Android downloads
  29. 29. 30% of tracking originates from devices</li></ul>Recipes<br /><ul><li>200,000+ recipes to explore
  30. 30. 1,000 new recipes added daily</li></li></ul><li>Baking Brands into the Consumer’s Nutrition Decision Tool<br />
  31. 31. Where is your front door?<br />

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