CONVERSATIONAL MEDIA TODAY JAMES GROSS VICE PRESIDENT FEDERATED MEDIA
CONSU CONSU DIA TODAY WE DON’T JUST WE… M E E M
CONSU WE… E M TODAY WEDON’T JUST DIA M E
WE… CREATE  REACT DISCUSS PARTICIPATE WE… CREATE  REACT DISCUSS PARTICIPATE
INTERNET GROWTH PORTALS INTERNET
 
CONVERSATIONAL MEDIA (IN MILLIONS) 776,000,000  MONTHLY UNIQUE VISITORS
THE BRAND HOMEPAGE: THEN
THE BRAND HOMEPAGE: NOW Search loves conversations
<ul><li>ARE  EXPERTS  IN CONVERSATIONAL MEDIA </li></ul><ul><li>HAVE EXECUTED OVER  250 CM CAMPAIGNS  IN THE  PAST 3 YEARS...
1.125 BILLION PAGE VIEWS 100 + 53 SOCIAL MEDIA BRANDS MILLION UNIQUE USERS
CONVERSATIONAL MARKETING PROGRAMS FM CAPABILITIES SPONSORSHIP OPPORTUNITIES IAB MEDIA VIDEO  ADVERTISING CUSTOMIZABLE  PRO...
RadioShack Invention Lab <ul><li>Goal:  Reach “Backyard Scientists” and drive in-store sales </li></ul><ul><li>Program Com...
Luvs Mom Speak <ul><li>Goal:  Reach savvy moms and promote the price point of Luvs </li></ul><ul><li>Program Components: <...
3-A-Day Dairy <ul><li>Goal:  Create awareness around the importance of 3 healthy dairy products per day </li></ul><ul><li>...
BMW Graffiti Contest <ul><li>Goal:  Create awareness for new 1 Series model launch </li></ul><ul><li>Program Components:  ...
ASUS/Intel WePC <ul><li>Goal:  Crowd source a dream laptop and create a loyal community that evangelizes ASUS and Intel </...
TRADITIONAL PUBLISHERS TODAY’S PUBLISHERS
YOU CAN SPEND YOUR MARKETING BUDGETS  BUYING  MEDIA… … OR SPEND IT  MAKING  MEDIA
THANK YOU
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Federated Media Digiday Social

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  • Federated Media Digiday Social

    1. 1. CONVERSATIONAL MEDIA TODAY JAMES GROSS VICE PRESIDENT FEDERATED MEDIA
    2. 2. CONSU CONSU DIA TODAY WE DON’T JUST WE… M E E M
    3. 3. CONSU WE… E M TODAY WEDON’T JUST DIA M E
    4. 4. WE… CREATE REACT DISCUSS PARTICIPATE WE… CREATE REACT DISCUSS PARTICIPATE
    5. 5. INTERNET GROWTH PORTALS INTERNET
    6. 7. CONVERSATIONAL MEDIA (IN MILLIONS) 776,000,000 MONTHLY UNIQUE VISITORS
    7. 8. THE BRAND HOMEPAGE: THEN
    8. 9. THE BRAND HOMEPAGE: NOW Search loves conversations
    9. 10. <ul><li>ARE EXPERTS IN CONVERSATIONAL MEDIA </li></ul><ul><li>HAVE EXECUTED OVER 250 CM CAMPAIGNS IN THE PAST 3 YEARS </li></ul><ul><li>WORK WITH THE WEB’S LEADING CONTENT PARTNERS </li></ul><ul><li>WORK WITH THE WORLD’S SMARTEST MARKETERS AND ADVERTISERS </li></ul>WE… AT FM
    10. 11. 1.125 BILLION PAGE VIEWS 100 + 53 SOCIAL MEDIA BRANDS MILLION UNIQUE USERS
    11. 12. CONVERSATIONAL MARKETING PROGRAMS FM CAPABILITIES SPONSORSHIP OPPORTUNITIES IAB MEDIA VIDEO ADVERTISING CUSTOMIZABLE PROGRAMS
    12. 13. RadioShack Invention Lab <ul><li>Goal: Reach “Backyard Scientists” and drive in-store sales </li></ul><ul><li>Program Components: </li></ul><ul><li>Custom RadioShack online video invention lab hub </li></ul><ul><li>Dynamic co-branded media on FM sites such as </li></ul><ul><ul><li>Make, Ubergizmo, Gizmodo and BoingBoing Gadgets. </li></ul></ul><ul><li>Engagement: </li></ul><ul><li>Avg time spent 4:20 per visit </li></ul><ul><li>Avg 4.6 pages per visit </li></ul><ul><li>Amplification: </li></ul><ul><li>“ Social interaction leads to spontaneous discovery leads to brand renewal for an &quot;old&quot; retail brand.” –No Revolution, media industry blog post </li></ul><ul><li>Equity: </li></ul><ul><li>Google search rank no.1 for Invention Lab hub </li></ul>Pre-populated shopping list moved people from interest to purchase
    13. 14. Luvs Mom Speak <ul><li>Goal: Reach savvy moms and promote the price point of Luvs </li></ul><ul><li>Program Components: </li></ul><ul><li>Dynamic content based ad units drove awareness </li></ul><ul><li>Custom hub site with savvy, cost conscious parenting tips from leading FM parenting authors including </li></ul><ul><ul><li>Parent Hacks, Cool Mom Picks and Savvy Source </li></ul></ul><ul><li>Engagement: </li></ul><ul><li>400 user comments </li></ul><ul><li>Amplification: </li></ul><ul><li>Picked up by non FM parenting blogs including babycheapskate and blogs@babycenter </li></ul><ul><li>Equity: </li></ul><ul><li>Google search for “Baby Equipment List” ranks hub site at no. 6 </li></ul>
    14. 15. 3-A-Day Dairy <ul><li>Goal: Create awareness around the importance of 3 healthy dairy products per day </li></ul><ul><li>Program Components: </li></ul><ul><li>Custom dairy section within Confessions of a Pioneer Woman </li></ul><ul><li>User generated recipe submission contest </li></ul><ul><li>RSS fed units across FM’s women’s interest and parenting sites </li></ul><ul><ul><li>Including Dooce, Parent Hacks and Start Cooking </li></ul></ul><ul><li>Engagement: </li></ul><ul><li>Over 2,000 recipe submission </li></ul><ul><li>5,000+ comments in the first 8 hours of contest </li></ul><ul><li>Amplification: </li></ul><ul><li>More than 2,100 del.icio.us bookmarks for Pioneer Woman Cooks section </li></ul><ul><li>Over 250 Google Blogsearch results for “Pioneer Woman Dairy” </li></ul><ul><li>Equity: </li></ul><ul><li>Searches for top dairy keywords show Pioneer Woman Cooks site on page 1 </li></ul>
    15. 16. BMW Graffiti Contest <ul><li>Goal: Create awareness for new 1 Series model launch </li></ul><ul><li>Program Components: </li></ul><ul><li>Facebook Graffiti contest </li></ul><ul><li>Custom BMW Pure hub with FM author contributions from </li></ul><ul><ul><li>Leftlane News, AutoSpies, NotCot and Top Speed </li></ul></ul><ul><li>Engagement: </li></ul><ul><li>9,000 drawings </li></ul><ul><li>500,000 votes </li></ul><ul><li>Amplification: </li></ul><ul><li>Picked up across the Web including Twitter and New York Times </li></ul>
    16. 17. ASUS/Intel WePC <ul><li>Goal: Crowd source a dream laptop and create a loyal community that evangelizes ASUS and Intel </li></ul><ul><li>Program Components: </li></ul><ul><li>Online hub site with graffiti capabilities, video and PC development ideas </li></ul><ul><li>Engagement: </li></ul><ul><li>More than 22,000 user interactions (drawings, ideas, votes) in first 6 weeks </li></ul><ul><li>Amplification: </li></ul><ul><li>Hundreds of social and main stream media mentions </li></ul><ul><li>Equity: </li></ul><ul><li>Google search for “Dream Laptop” ranked WePC hub as no. 2 result </li></ul>
    17. 18. TRADITIONAL PUBLISHERS TODAY’S PUBLISHERS
    18. 19. YOU CAN SPEND YOUR MARKETING BUDGETS BUYING MEDIA… … OR SPEND IT MAKING MEDIA
    19. 20. THANK YOU

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