WE PUT THE MEDIA  |  IN SOCIAL MEDIA
TECHNORATI MEDIA *  Quantcast  & Google analytics, deduplicated ; **  comScore November, 2009 Who we are The largest socia...
WE ENABLE BRANDS IN SOCIAL MEDIA –  AT SCALE <ul><li>Social media engagement is  really hard to scale . We enable scale wi...
COMBINING STRENGTHS OF 3 NETWORK MODELS Engagement of social networks & blogs The scale and connectivity of a large social...
THE PREMIUM SOCIAL MEDIA NETWORK <ul><li>500+ influential blogs & social networks </li></ul><ul><ul><li>5 th  largest  soc...
AUDIENCE TARGETING & CONVERSATIONAL MEDIA <ul><li>Target your social media strategy wherever your consumers are </li></ul>...
TECHNORATI MEDIA – VERTICAL CHANNELS <ul><li>Influential blogs & niche social networks </li></ul><ul><li>Men’s Lifestyle  ...
<ul><li>Consumers have intents & desires that often go beyond the sites they visit </li></ul><ul><li>In those cases, the i...
CMADS: Technorati Media Conversational Ad Products
“ CMADS”: TECHNORATI CONVERSATIONAL MEDIA ADS <ul><li>Fully customizable content and conversation ad units </li></ul><ul><...
TECHNORATI CMADS: <ul><li>How they work: </li></ul><ul><ul><li>Content can be fixed or dynamically updating </li></ul></ul...
CMAD CAMPAIGNS - FACEBOOK EXTENSIONS <ul><li>Extend your media   campaign  across Facebook </li></ul><ul><li>We can work w...
Case Studies: Social Media & Conversational Advertising
CASE STUDY:  IBM – SMARTER PLANET <ul><li>Goal:  Drive awareness and participation in IBM’s Smarter Planet initiative </li...
TECHNORATI’S PROPRIETARY AD TECHNOLOGY <ul><li>Technorati.com Post Page </li></ul><ul><li>Conversational Ad </li></ul>IBM ...
CASE STUDY: SONY <ul><li>Outreach:  Using the Technorati Twitter account (@Technorati) which has 30,000 + followers and th...
CASE STUDY: SONY <ul><li>Promotion: </li></ul><ul><li>A Technorati tag page aggregated all the content around SXSW includi...
The Sony Webbie HD camera made me a rockstar at SXSW. I carried that camera everywhere and pretty much every person that I...
GOAL:  Drive high volumes of traffic to Verizon Wireless environments, educating the consumer and increasing sales.  Explo...
<ul><li>OVERVIEW </li></ul><ul><li>We designed  eight conversational ad units that aggregate and disseminate content surro...
CASE STUDY:  CISCO - GURU
TWITTER FEED CONVERSAITON UNIT
CASE STUDY: SIEMENS <ul><li>Goal:  Drive awareness of Siemens solution set across multiple verticals </li></ul><ul><li>Sol...
CASE STUDY: INFINITY <ul><li>Launched in partnership with Infiniti </li></ul><ul><li>What the most influential bloggers ar...
LUKE MCCORMICK LMCCORMICK@ TECHNORATI.COM 212-331-1262 <ul><li>Thank You! </li></ul>
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Technorati media overview (q1 2010)

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  • Blog Posts http://www.juliaroy.com/juliapatriciaroy/2009/03/sxsw-2009-ftw.html http://www.rickycadden.com/2009/03/this-is-how-you-do-it-feat-sony-and-technorati/ Photos http://www.flickr.com/photos/juliapatriciaroy/3353597679/ http://www.flickr.com/photos/adrants/3357897076/ http://www.flickr.com/photos/adrants/3357897366/ http://www.flickr.com/photos/adrants/3354691452/ http://www.flickr.com/photos/adrants/3354691350/in/set-72157615191346965/ Videos http://www.youtube.com/user/JolieODell http://www.youtube.com/user/davepeck
  • Blog Posts http://www.juliaroy.com/juliapatriciaroy/2009/03/sxsw-2009-ftw.html http://www.rickycadden.com/2009/03/this-is-how-you-do-it-feat-sony-and-technorati/ Photos http://www.flickr.com/photos/juliapatriciaroy/3353597679/ http://www.flickr.com/photos/adrants/3357897076/ http://www.flickr.com/photos/adrants/3357897366/ http://www.flickr.com/photos/adrants/3354691452/ http://www.flickr.com/photos/adrants/3354691350/in/set-72157615191346965/ Videos http://www.youtube.com/user/JolieODell http://www.youtube.com/user/davepeck
  • Technorati media overview (q1 2010)

    1. 1. WE PUT THE MEDIA | IN SOCIAL MEDIA
    2. 2. TECHNORATI MEDIA * Quantcast & Google analytics, deduplicated ; ** comScore November, 2009 Who we are The largest social media ad network 130 million monthly unique visitors * 5 th largest social media property ** What we do Big impact brand advertising High response performance advertising Social media How we do it 500 premium blogs & social networks Audience targeting + proprietary “Cmads” ad units Combine the strengths of 3 network models
    3. 3. WE ENABLE BRANDS IN SOCIAL MEDIA – AT SCALE <ul><li>Social media engagement is really hard to scale . We enable scale with media: </li></ul><ul><li>Treat conversation like “traditional” content – framing it with ads </li></ul><ul><li>Bring conversation to the audience, wherever they are – on & off network </li></ul><ul><li>Ensure brand-safety with professionally run social media & mainstream sites </li></ul>
    4. 4. COMBINING STRENGTHS OF 3 NETWORK MODELS Engagement of social networks & blogs The scale and connectivity of a large social network Viral influence of bloggers & social networks Cmads with conversational content Scale & efficiency of large reach / data ad networks Audience targeting: demo, contextual, behavioral, retargeting Branding & direct response Cmad “social ads” on Top 1000 mainstream sites Branding impact of a premium site rep network 500 premium social media sites Large format display ads Custom sponsorships CMADS target consumers with conversations AD AD AD AD AD AD SocNet Blog
    5. 5. THE PREMIUM SOCIAL MEDIA NETWORK <ul><li>500+ influential blogs & social networks </li></ul><ul><ul><li>5 th largest social media property ** </li></ul></ul><ul><ul><li>130 million unique visitors ** </li></ul></ul><ul><ul><li>Hand-picked, quality checked & ad safe </li></ul></ul><ul><ul><li>All sites are professionally run media companies </li></ul></ul><ul><li>High impact brand advertising </li></ul><ul><ul><li>Premium large format, above the fold ad units </li></ul></ul><ul><ul><li>Cmads & custom sponsorships </li></ul></ul><ul><ul><li>Regular standard IAB ads </li></ul></ul><ul><li>Includes our own sites: </li></ul><ul><ul><li>Technorati.com - #1 blog search engine </li></ul></ul><ul><ul><li>BlogCritics.org - 3,500+ blog authors </li></ul></ul><ul><ul><li>Twittorati.com – Twitter meets blogosphere </li></ul></ul>Unique Visitors (000 ) comScore, November 2009 AD AD AD AD AD AD
    6. 6. AUDIENCE TARGETING & CONVERSATIONAL MEDIA <ul><li>Target your social media strategy wherever your consumers are </li></ul><ul><ul><li>Consumer targeting vs. site targeting </li></ul></ul><ul><ul><li>The engaging nature of Cmads differentiate TM’s audience targeting from other networks </li></ul></ul><ul><li>Technorati’s premium Cmads & traditional ad campaigns run on both… </li></ul><ul><ul><li>Technorati’s premium social media site network </li></ul></ul><ul><ul><li>Across the web (e.g. comScore’s top 1,000 mainstream sites, wherever your customer is) </li></ul></ul><ul><li>Targeting & ad options </li></ul><ul><ul><li>Multiple data sources & analysis </li></ul></ul><ul><ul><li>Geographic, demographic, contextual, behavioral, retargeting, search </li></ul></ul>Targeting 90% reach on top 1000 mainstream sites
    7. 7. TECHNORATI MEDIA – VERTICAL CHANNELS <ul><li>Influential blogs & niche social networks </li></ul><ul><li>Men’s Lifestyle (Auto, Sports, Style) </li></ul><ul><li>Women’s Lifestyle (Fashion, Food, Moms, H&G) </li></ul><ul><li>Entertainment (Celeb, Movie, TV, Humor) </li></ul><ul><li>Technology, Gadgets & IT </li></ul><ul><li>Green </li></ul><ul><li>Politics </li></ul><ul><li>News, Business and Finance </li></ul><ul><li>Twitter apps </li></ul><ul><li>Custom channels – made to order </li></ul>AD AD AD AD AD AD
    8. 8. <ul><li>Consumers have intents & desires that often go beyond the sites they visit </li></ul><ul><li>In those cases, the important conversion factor is the consumer (vs. the sites they visit) </li></ul><ul><li>We analyze multiple data sources to target consumers across massive & efficient reach </li></ul><ul><li>We can target all Quantcast segments </li></ul>TARGET YOUR CONSUMERS WHEREEVER THEY ARE: DATA DRIVEN TARGETING Demographic Age Ethnicity Gender Income Occupation Behavioral Browsing Site actions Offline purchases Online purchases Purchase intent Contextual Category Site Page Web page Referring URL Content Geographic City Country DMA State Zip Retargeting Ecommerce Search “ Chase off net” The social network: influence & sharing Off-network: top 1000 mainstream sites On network: Technorati Media premium sites AD AD AD AD AD AD SocNet Blog
    9. 9. CMADS: Technorati Media Conversational Ad Products
    10. 10. “ CMADS”: TECHNORATI CONVERSATIONAL MEDIA ADS <ul><li>Fully customizable content and conversation ad units </li></ul><ul><ul><li>i.e. ad served “distributed microsites” that deliver a content experience wherever your target audience is </li></ul></ul><ul><ul><li>Served on & off the Technorati Media network </li></ul></ul><ul><li>Content can be shared across all major social media, so ad content can also be distributed virally </li></ul><ul><ul><li>Enabling evergreen content </li></ul></ul><ul><ul><li>Can be served in a variety of social platforms as content, not just ads </li></ul></ul>
    11. 11. TECHNORATI CMADS: <ul><li>How they work: </li></ul><ul><ul><li>Content can be fixed or dynamically updating </li></ul></ul><ul><ul><li>Ad content is sharable </li></ul></ul><ul><ul><li>Ad content can link to any URL (Technorati landing page featuring your ads, your community sites & SocNet fan pages) </li></ul></ul><ul><li>Content options include: </li></ul><ul><ul><li>Video and trailers </li></ul></ul><ul><ul><li>Quizzes and polls </li></ul></ul><ul><ul><li>Live blogosphere feeds </li></ul></ul><ul><ul><li>Live Twittorati feeds </li></ul></ul><ul><ul><li>Channel or editorial content from Technorati Media </li></ul></ul><ul><ul><li>Your content, feed or videos </li></ul></ul>
    12. 12. CMAD CAMPAIGNS - FACEBOOK EXTENSIONS <ul><li>Extend your media campaign across Facebook </li></ul><ul><li>We can work with you to build high engagement fan pages & wall widgets </li></ul><ul><ul><li>With your conversational elements </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Media support can be extended into Facebook </li></ul></ul><ul><ul><li>With or without a fan page </li></ul></ul>
    13. 13. Case Studies: Social Media & Conversational Advertising
    14. 14. CASE STUDY: IBM – SMARTER PLANET <ul><li>Goal: Drive awareness and participation in IBM’s Smarter Planet initiative </li></ul><ul><li>Solution: Bring the Smarter Planet conversation into the blogosphere, with the conversations that are happening The IBM Smarter Planet conversation ad features 5 scrolling Technorati and IBM content feeds, corresponding to Smarter Planet topic icons. 10 more feeds will be added. </li></ul>
    15. 15. TECHNORATI’S PROPRIETARY AD TECHNOLOGY <ul><li>Technorati.com Post Page </li></ul><ul><li>Conversational Ad </li></ul>IBM Smarter Planet Site <ul><li>Patent-pending ad technology keyword targets & filters social content </li></ul><ul><li>Content is dynamically updated as the conversations unfold in the blogosphere (bringing forth high quality content form authoritative bloggers around a particular topic) </li></ul><ul><li>Content from client’s site can also be included in the ad to round out the conversation </li></ul>[Standard IAB ad size functioning like a microsite]
    16. 16. CASE STUDY: SONY <ul><li>Outreach: Using the Technorati Twitter account (@Technorati) which has 30,000 + followers and the Technorati blog we announced the Sony offer and drove interested bloggers attending the conference to a sign up page. We had over 60 sign-ups from just the tweet alone and signed up the top 10 </li></ul>
    17. 17. CASE STUDY: SONY <ul><li>Promotion: </li></ul><ul><li>A Technorati tag page aggregated all the content around SXSW including content from the 10 bloggers. Targeted cobranded ads ran across Technorati and Sony received 100% SOV across SXSW coverage. </li></ul><ul><li>The tag  page ad units performed astonishingly well! The 300x600 ad unit alone received a 5.09% click  through rate (CTR). In combination with the 728x90 leader board ad unit, the entire page delivered an overall  CTR of  6%. </li></ul>
    18. 18. The Sony Webbie HD camera made me a rockstar at SXSW. I carried that camera everywhere and pretty much every person that I encountered said &quot;WHAT KIND OF CAMERA IS THAT?!?&quot; When I was using it people would say &quot;woah, cool, it is so small! It takes pictures too! How much is it?&quot;. In fact, I was so afraid to leave it anywhere, because i knew- from the insanely envious responses I got from people - that if I put it down for a second, someone would take it!   ~Julia Roy “ I am loving the Sony camera. First, I didn't tell you, but it drew a lot of attention, both for the device itself and the camera. Everyone in the Techset blogger lounge at SXSWi had heard about it and had questions. And they loved the orange! ” ~Jolie O ’ Dell
    19. 19. GOAL: Drive high volumes of traffic to Verizon Wireless environments, educating the consumer and increasing sales. Explore unique executions and innovative programs that will generate awareness and excitement for the new product and its capabilities. Create opportunities to become a part of the conversation; keep the conversation going around Android, Google and VZW. <ul><ul><li>SOLUTION: We placed Verizon Wireless and the new Droid at the literal epicenter of the blogosphere, delivering valuable research and groundbreaking functionally through strategically placed media in environments endemic to the heavy and casual tech targets. </li></ul></ul>CASE STUDY: VERIZON – DROID DOES
    20. 20. <ul><li>OVERVIEW </li></ul><ul><li>We designed eight conversational ad units that aggregate and disseminate content surrounding the Droid device. </li></ul><ul><li>CONVERSATIONS </li></ul><ul><li>Examples of the type of conversations we filtered for Verizon Wireless were: </li></ul><ul><ul><li>Reviews and Content about the Droid </li></ul></ul><ul><ul><li>Latest buzz about the Android OS </li></ul></ul><ul><ul><li>Real-time coverage of Android OS Applications </li></ul></ul><ul><ul><li>Live tweets from the most influential bloggers mentioning Android </li></ul></ul>CASE STUDY: VERIZON
    21. 21. CASE STUDY: CISCO - GURU
    22. 22. TWITTER FEED CONVERSAITON UNIT
    23. 23. CASE STUDY: SIEMENS <ul><li>Goal: Drive awareness of Siemens solution set across multiple verticals </li></ul><ul><li>Solution: Bring conversation about “the world’s toughest questions” into the blogosphere, and to mainstream media sites. The Siemens Tough Questions conversation ad features 3 scrolling topical Technorati, Twittorati and Siemens content feeds. The ad ran across the Technorati Media network as well as off-network on 14 mainstream media sites. </li></ul>
    24. 24. CASE STUDY: INFINITY <ul><li>Launched in partnership with Infiniti </li></ul><ul><li>What the most influential bloggers are tweeting about </li></ul><ul><li>The day’s topics and how Twitter and blogosphere trends compare </li></ul><ul><li>The most tweeted links, & the bloggers linking to them </li></ul><ul><li>Find tweets by topic </li></ul><ul><li>Writer pages show each blogger’s Twitter streams, blogs, and Technorati Authority </li></ul><ul><li>Both brands participated in the launch outreach </li></ul><ul><li>Results: within the first 48 hours received 3,000+ tweets, 150+ blog posts, coverage by 28+ major publications and visitors from 140+ countries.   </li></ul><ul><li>  </li></ul>
    25. 25. LUKE MCCORMICK LMCCORMICK@ TECHNORATI.COM 212-331-1262 <ul><li>Thank You! </li></ul>

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