Federated Media Spotlight

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Federated Media Spotlight

  1. 1. THE A RCHITECTURE OF P ARTICIPATION ON THE I NTERNET <ul><li>James Gross, Vice President, Ad Products & Sales </li></ul><ul><li>[email_address] </li></ul><ul><li>@thejames </li></ul><ul><li>@federated_media </li></ul>
  2. 2. <ul><li>“ The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process… Marketers need a new approach.” </li></ul><ul><li>– Brian Haven, Forrester Research </li></ul>
  3. 4. That is what real revolutions are like. The old stuff gets broken faster than the new stuff is put in its place. “ That is what real revolutions are like. The old stuff gets broken faster than the new stuff is put in its place.” – Clay Shirky, Newspapers and Thinking the Unthinkable
  4. 5. CONVERSATIONS DRIVE BUYING DESCISIONS <ul><li>No longer one or few sources of information about a product </li></ul><ul><li>Conversational Media (blogs, social networking, chat, forums, Twitter, YouTube, Amazon.com reviews, etc.) combines with vendor messaging to influence buying decisions </li></ul><ul><li>Search loves conversations and often guides users to social media sources </li></ul>Because regardless of today’s Media Revolution, Conversation has always driven Consideration
  5. 6. THE CONVERSATIONECONOMY SOCIAL TOOLS CREDIT TO: BRIAN SOLIS HTTP://WWW.BRIANSOLIS.COM/
  6. 7. F luid P ortfolio Representing the top social brands online. E xperts 250+ CM Executions S cale Over 48+MM uniques in comScore’s Conversational Media Metrics. Partners take us over 100+ MM uniques WHO WE ARE AT FM Companies that create platforms which enable consumers to leverage their social graph along with internal company data and collective intelligence; will win. AT FEDERATED MEDIA, WE BELIEVE……
  7. 8. T RENDS…
  8. 9. THE ARCHITECTURE OF PARTICIPATION
  9. 10. KEY PARTICIPATION DESIGN PRINCIPLES <ul><li>In order to capture the whole ladder </li></ul><ul><li>Design for </li></ul><ul><ul><ul><li>Small Simple Tasks </li></ul></ul></ul><ul><ul><ul><li>Large Diverse Groups </li></ul></ul></ul><ul><ul><ul><li>Selfishness </li></ul></ul></ul><ul><ul><ul><li>Result Aggregation </li></ul></ul></ul><ul><ul><ul><li>Open </li></ul></ul></ul>CREDIT TO: DEREK POWAZEK HTTP://POWAZEK.COM/
  10. 11. INTERNET GROWTH PORTALS INTERNET
  11. 12. 2005 2006 2007 2008
  12. 13. WHY IS THIS MAN SWEATING?
  13. 14. API’S  TODAY’S MARKETING FUNNEL
  14. 15. NOT JUST MEDIA Marketers need to embrace the fact that it's peers and their data, rather than brand, that will become the primary way we make decisions. ~Steve Rubel, Ad Age 4/27/2009
  15. 16. WHAT IS TWITTER? UNDER THE HOOD OF AN EMERGING PLATFORM <ul><li>WHAT ARE YOU DOING? </li></ul><ul><li>PRESENCE </li></ul><ul><li>FOLLOW </li></ul><ul><li>DISCOVER </li></ul><ul><li>- OPEN & LOOSELY INTERCONNECTED CMS </li></ul>
  16. 17. WHAT IS FACEBOOK... DOING? <ul><li>PRESENCE  ACTIVITY STREAM </li></ul><ul><li>FOLLOW  </li></ul><ul><li>FAN </li></ul><ul><li>DISCOVER  BROADCAST </li></ul>
  17. 18. BUILDING A FUNNEL
  18. 19. TWITTER EATS WORLD
  19. 20. INTERNATIONAL REACH
  20. 21. WHO’S USING TWITTER? NOT DRIVEN BY THE USUAL SUSPECTS
  21. 22. 3 RD PARTY APPLICATIONS
  22. 23. O PPORTUNITIES…
  23. 24. WAYS TO LEVERAGE CREDIT TO: WIKINOMICS HTTP://WWW.WIKINOMICS.COM/BLOG/
  24. 25. BUT….. WHO HANDLES SOCIAL? PUBLIC RELATIONS CRM MARKETING INTERNAL COMM SOCIAL
  25. 26. O PPORTUNITY? SOUNDS…… COMPLICATED EXPENSIVE TIME CONSUMING NOT FOR ME
  26. 27. THE ELLEN SHOW GETS ON TWITTER Ellen DeGeneres was introduced to Twitter on her March 10 show and started an account, plugging the technology on air.
  27. 28. The response to Ellen’s account was tremendous. Within a few days, she was within the top 100 users by followers and continues to gain a presence on the site (currently #31 of all of Twitter). The show’s abnormally explosive growth suggests that there is already a great desire to engage in a conversation around TV shows on Twitter. THE ELLEN SHOW GAINS A PRESENCE @TheEllenShow FOLLOWERS March 10 – 4,728 March 11 – 23,745 March 12 – 36,967 March 13 – 118,046 March 14 – 137,989 March 15 – 156,812 March 16 – 188,856 March 18 – 233,586
  28. 29. START OF SHOW The Twitter activity for The Ellen Show is most active during the program The Twitter StreamGraph measures activity around a work (in this case “Ellen”) over a period of time
  29. 30. WAYS TO THINK ABOUT IT
  30. 31. C ASE S TUDIES….
  31. 32. Microsoft ExecTweets <ul><li>Goal: Develop a media experience that builds greater brand affinity by adding value for business leaders and the audiences who are passionate about their thought leadership. </li></ul><ul><li>Program Components: </li></ul><ul><li>Twitter powered conversational platform </li></ul><ul><li>Thought leader activation and author participation </li></ul><ul><li>PR coordination </li></ul><ul><li>Engagement (week 1): </li></ul><ul><li>6,000 Tweets </li></ul><ul><li>#1 Trend on Twitter on launch day </li></ul><ul><li>4,500 followers </li></ul><ul><li>Hundreds of business leader nominees </li></ul><ul><li>Organic Amplification: </li></ul><ul><li>20,400 Google backlinks </li></ul>
  32. 33. <ul><li>Goal: Enhance the fan experience while watching March Madness   </li></ul><ul><li>MarchTweetness is a- NCAA tournament for fans to unite around their favorite teams.. </li></ul>RESULTS <ul><li>Twitter and Facebook were the largest traffic drivers to MarchTweetness over the ;sweet sixteen’ weekend. </li></ul><ul><li>During the weekend, we estimated 160K people's twitter streams contained MarchTweetness.com discussions </li></ul><ul><li>Picked up by the New York Times, Wall Street Jounral and VentureBeat </li></ul>AT&T – MARCH TWEETNESS
  33. 34. IS IT ALL ABOUT TWITTER? CREDIT TO: IBLIBIO HTTP://IBLIBLIO.ORG
  34. 35. B EST P RACTICES C ONVERATIONAL M ARKETING
  35. 36. A MEDIA ANNUITY EVOLVES OVER TIME MONTH: 1 2 3 | 4 5 6 | 7 8 9 LAUNCH MOMENTUM EFFICIENCY <ul><li>-LAUNCH MEDIA </li></ul><ul><li>CONTENT CREATION </li></ul><ul><li>INITIAL PR </li></ul>-SUSTAINING MEDIA -SUSTAINING PR -NEW SITE FEATURES (ITERATION) -INDEXED USER GENERATED CONTENT -SUSTAINING MEDIA -SUSTAINING PR -NEW SITE FEATURES BASED ON USER/AUTHOR/BRAND FEEDBACK -RICH USER GENERATED CONTENT, HEAVILY INDEXED AMPLIFICATION & SEARCH EQUITY PAID MEDIA PROGRAM EFFECT
  36. 37. LAUNCH PHASE:
  37. 38. MOMENTUM PHASE:
  38. 39. EFFICIENCY PHASE:
  39. 40. C ASE S TUDIES….
  40. 41. CONTENT AS MARKETING UTILITY
  41. 42. AUDIENCE PARTICIPATION
  42. 43. PLATFORM API, CONTENT, COMMUNITY
  43. 44. PUBLISHING ACTIVE EDITORIAL MANAGEMENT <ul><li>Federated Media’s proprietary administration layer, or micro-content management system, enables active conversation moderation . The tool includes the capability to remove inappropriate or irrelevant submissions and highlight the most valuable contributions. The combination of quality content and active management creates the best possible experience for authors, participants and brands. </li></ul>
  44. 45. MEASUREMENT DELIVERING CONVERSATIONAL INSIGHT <ul><li>FM’s Conversational Marketing Toolbox is an open platform designed to enable brands to understand the effectiveness of conversational marketing activities with a customized, dynamic portal through which marketers can view a wide range of participation metrics. In addition to standard campaign delivery data, the CM Toolbox enables brand marketers to track and analyze data points unique to social media such as commenting, blog posts, sentiment, widget adoption, Twitter activity, social bookmarking and organic search ranking. </li></ul>
  45. 46. LET’S DO THIS! James Gross, Vice President, Ad Products & Sales [email_address] @thejames @federated_media

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