Bill Flitter, CEO & Co-founder of dlvr.it, sits down with us to discuss highly successful content distribution programs. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com @contentmktgnow

1. Content Distribution
Case Studies
presented by:
Bill Flitter
CEO/Founder
bill@dlvr.it 888.495.8384 @bflitter
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2. Content Distribution Case Studies
Bing acquires new users with curation and distribution
Video & whitepaper repackaging and distribution
Real-time content recycling, distribution and retargeting
Cisco acquires new followers, fans, and subscribers with
an earned to paid media strategy
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3. Bing Objectives
Increase perception that Bing
“Helps people make decisions”
Associate the Bing brand with relevant content:
Entertainment, Music and Sports
Tie to trending topics to capitalize on heightened
user interest in certain content
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4. Solution: Dynamic Curation & Distribution
Negative Keyword Filters
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5. User Experience
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6. Bing Objectives
Increase perception that Bing
“Helps people make decisions”
Associate the Bing brand with
relevant content: Entertainment,
Music and Sports
Tie to trending topics to
capitalize on heightened user
interest in certain content
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7. Results
0.250%
0.200%
0.150%
Entertainment
0.100% Sports
Total
0.050%
0.000%
Nov 2 Nov 11 Nov 12 Nov 17 Nov 22
White Background & Increased Frame Speed Dedicated Frame 3 Weighted delivery to Optimizations on
Art Desc white background Sports
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8. Results
• Entertainment CTR peaked dramatically at lunchtime
• Top Performing Categories: Movie Listings, Theater Showtime's, TV
Shows, Writers Resources and Crafts
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9. Results
• CTR peaked on weekends, when sports are top of mind and
viewership is high
• Top Performing Categories: Basketball, Outdoors, Surf and
Swim, Motor Sports and Winter Sports
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10. Schneider Electric Objective
To increase awareness, consideration and content
engagement with videos and whitepapers
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12. User Experience
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13. Schneider Electric Objectives
To increase awareness, consideration and content
engagement with videos and whitepapers
• Whitepaper was
repacked as an
advertorial
• Large video image with text • Several snippets of
description content were rotated
• Entire video was • Entire whitepaper was
syndicated, not a pre-roll ad accessed on Schneider
• User initiated play website
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14. Results
Content was viewed over 1M times
Click through to access more video content
was over .6%
Advertorials had highest engagement at 1.5%
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15. Groupon Objectives
Increase awareness of deal content to specific
GEO locations
Retarget non-buyers with a follow-on deal
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16. Transition to Repackage Deal Content
Typical Groupon Ad Real-time dynamic
deal distribution
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18. User Experience
Non-buyers
retargeted
with different
offer content
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19. Results
• 200% lift in conversion with dynamic content vs.
generic offer
• Prospects from dynamic creative consumed more
content on the Groupon website
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20. Results Conversion Rate
By Creative Type
0.050%
0.041%
Conversion Rate 0.040%
0.030%
0.024%
0.020%
0.013%
0.010%
0.000%
Static Banner Dynamic ROE Dynamic Channel
Creative Type
Dynamic Channel saw 213% lift in conversion
over static ad
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21. Cisco Objectives
Reach tech & biz decision makers through high
SOV placements with relevant biz & tech sites
Drive qualified traffic to Cisco’s social media
landing page to increase content engagement
(Blogs, video, Twitter and Facebook)
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23. Cisco Objectives
Drive qualified traffic to
Reach tech & biz
Cisco’s social media
decision makers through
landing page to increase
high SOV placements
content engagement
with relevant biz & tech
(Blogs, video, Twitter, Fa
sites
cebook)
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24. Results
Twitter content was interacted with over 2M times
Advertorials had highest engagement at 2.5%
Engagement end being equal across all
Twitter handles
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25. What did we learn?
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26. Key Takeaways
The right content to the right audience increases lift
Time of day plays a role in engagement
Day of week is an important consideration for
engagement with different types of content
Advertorials placed in-stream have highest
engagement
No Significant difference in engagement of owned vs.
curated content
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27. Thank You
Bill Flitter
CEO/Founder
bill@dlvr.it 888.495.8384 @bflitter
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