Mediafed Paris 2.0 Presentation

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A presentation of the concept of Active RSS Engagement dealing with a solution of integrated online communication. It relies on the principle of internet intermodality and dynamic advertisements.

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Mediafed Paris 2.0 Presentation

  1. 1. As presented at the Paris 2.0 conference <br />on 24/09/2009<br />The Active RSS Engagement<br />– or – How to deliver a relevant and updated message to the target audience<br />Razvan Saftesco<br />Digital Account Manager<br />razvan.saftesco@mediafed.com<br />+44 (0)207 237 5452<br />
  2. 2. Agenda<br />1. The “opt-in” principle of RSS feeds<br />2. Why it is relevant to communicate within RSS feeds<br />Internet and intermodality: how to engage the target audience<br />Case studies<br />2<br />
  3. 3. Agenda<br />1. The “opt-in” principle of RSS feeds<br />2. Why it is relevant to communicate within RSS feeds<br />Internet and intermodality: how to engage the target audience<br />Case studies<br />3<br />
  4. 4. What is an RSS Feed ?<br />Really Simple Syndication<br />News provider format: RSS feeds enable internet users to receive the latest and updated information in real time from an online publication. <br />OPT IN<br />Users subscribe to RSS feeds as they want:<br /> - to control / organise the contents which they deem interesting<br /> - to have access to the information where and when they decide<br /> - to have quality contents from trusted websites<br /> - to have a swift access to the information without going to the websites <br /> - to GAIN TIME.<br />4<br />
  5. 5. Consumers crave for control over their media<br />… and resort to the technology that would enable them to exert this control  RSS feeds<br />iGoogle<br />Internet Explorer 7<br />5<br />
  6. 6. RSS subscription via IE7 (1)<br />Step 1:<br />Click on <br />the feed you want to subscribe to<br />6<br />
  7. 7. RSS subscription via IE7 (2)<br />Step 2:<br />Click on<br />„Subscribe to this feed“<br />7<br />
  8. 8. RSS subscription via IE7 (3)<br />Result:<br />You have now subscribed to this feed.It is now listed close to your Favourites.<br />The updated content will be saved on automatically.<br />8<br />
  9. 9. Who are these RSS subscribers?<br />76% high incomes<br />80% professionals<br />72% careerists<br />same sociodemographic pattern as that of the website visitors<br />60% early adopters<br />33% of RSS users spend 50+ min/day within the RSS content environment<br />9<br />
  10. 10. Agenda<br />1. The “opt-in” principle of RSS feeds<br />2. Why it is relevant to communicate within RSS feeds<br />Internet and intermodality: how to engage the target audience<br />Case studies<br />10<br />
  11. 11. RSS Feeds are a privileged medium<br />- RSS feeds now widely developed around the world<br />- 92% of Premium publishers produce content within their RSS feeds<br /><ul><li>“opt in” principle; the content is relevant to the users as they subscribe to it</li></ul>~ newsletter<br /> - privileged and exclusive environment, to whom the users devote all their attention<br />- high targeting possibilities: RSS feed/ keyword (contextual)/ IP addresses (country, town,etc) / time<br />  <br />- Click-trough-rate between 0.2 and 0.8%<br />11<br />
  12. 12. RSS feeds and smartphones: a solution for mobile advertising<br />12<br />
  13. 13. Agenda<br />1. The “opt-in” principle of RSS feeds<br />2. Why it is relevant to communicate within RSS feeds<br />Internet and intermodality: how to engage the target audience<br />Case studies<br />13<br />
  14. 14. Engage the target audience with multichannel communication<br />RSS Active Engagement solution of integrated online communication<br /><ul><li> goal: to deliver relevant and updated content to the target audience
  15. 15. dynamic advertisements containing the latest titles of corporate RSS feeds / Twitter feeds / Youtube feeds
  16. 16. contextual insertion of these advertisements in particular RSS feeds by keywords </li></ul>14<br />
  17. 17. How IBM communicate on their RSS feeds …<br />The RSS content appears in a dynamic advertisement<br />15<br />
  18. 18. ... within the feeds of Premium publishers<br />Step 1:<br />Click on the advert<br />CTR = 0.38%<br />16<br />
  19. 19. Creation of an RSS subscriber base<br />You are now redirected to an IBM RSS feed and can subscribe to it!<br />Etape 2:<br />Click on the article you want to read<br />17<br />
  20. 20. The advertisement responds to the interest of the target audience<br />You are now redirected to the full article.<br />18<br />
  21. 21. Contextual dynamic advertising<br /> in the RSS feed to whom the target audience subscribes to.<br />Keyword: “server”<br />19<br />
  22. 22. Intermodality on the internet: <br /> the e-intermodality<br />The advert can also redirect to a Twitter RSS feed …<br />20<br />
  23. 23. Redirection to the IBM Twitter page<br />… then to the Twitter page … <br />21<br />
  24. 24. Redirection to the Youtube page<br />… or to the Youtube page via its RSS feed …<br />22<br />
  25. 25. Destination: IBM website<br />... to finally land on the IBM website.<br />23<br />
  26. 26. See what articles your RSS subscribers read the most<br />Mediafed Metrics<br />ABCe ratification<br />24<br />
  27. 27. Agenda<br />1. The “opt-in” principle of RSS feeds<br />2. Why it is relevant to communicate within RSS feeds<br />Internet and intermodality: how to engage the target audience<br />Case studies<br />25<br />
  28. 28. Case Study IBM: Creatives<br />Germany<br />France<br />Italy<br />Russia<br />26<br />
  29. 29. Case Study IBM: Achievements<br />IBM Objectives:B2B campaign. IBM is targeting IT Managers and Decision Makers in order to generate demand via their Business Partners for IBM Express Seller products and services.<br />Why the RSS channel?RSS is an innovative way to reach IT managers and decision makers <br />who are difficult to reach in other ways.<br />We can target this audience via the RSS channel in the main <br />European markets (France, UK, Germany, Italy and Russia). ResultsCTR was between 0.2 and 0.4% depending on the market. <br />Good results for a medium which currently cannot use flash or videos. *<br />*Case Study performed in Spring 2009; Mediafed now also offers Flash and Video Creatives.<br />27<br />
  30. 30. 28<br />
  31. 31. 29<br />
  32. 32. Case Study_London Business School<br />Keyword: “Business School”<br />30<br />
  33. 33. Case Study_London Business School<br />“We have used Mediafed marketing to great success for London Business School. The client has been achieving an average click through rate of 0.50% which is over 100% higher than other online display marketing we have worked with. The average cost per click has come in at under £3 which compares favourably with the other display online media deployed.<br />The recent success has meant that we are now using RSS Feed marketing as an integral part of our media marketing activity for London Business School.”<br />“Clare Foster, Gyro International”<br />31<br />
  34. 34. Any question?<br />razvan.saftesco@mediafed.com<br />32<br />

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