1) Semantics are even more important for display ads on blogs than general websites because blog readers engage more with relevant content.
2) Higher reading levels can predict how blog posts are shared - posts between 600-1200 words at a grade level slightly higher than average see the best social sharing across networks like Facebook, LinkedIn, and Twitter.
3) "Conversation targeting" using related topics rather than single keywords increases inventory for advertisers on blogs by making ads more relevant to reader discussions.
Sem tech 2012 conversation targeting t musgroveTim Musgrove
Conversation Targeting has accomplished the “holy grail of targeted advertising” for us – the magic combination of increasing our total inventory of targeted ads while also boosting their click-through rates (in contrast to the tendency of most other targeting refinements to narrow one’s inventory). Herein we show plenty of facts, figures, and examples.
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During this presentation, John Foley, Jr., CEO of interlinkONE and Grow Socially, shares strategies and steps that printers can take to grow their business.
John delivered this content at a PIASC event on June 8th, 2012.
During the 3-hour session, John covers items such as:
- Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients
- Transforming your Business from PSP to MSP
- Marketing Yourself to be the Best Service Provider Ever
And more!
Sem tech 2012 conversation targeting t musgroveTim Musgrove
Conversation Targeting has accomplished the “holy grail of targeted advertising” for us – the magic combination of increasing our total inventory of targeted ads while also boosting their click-through rates (in contrast to the tendency of most other targeting refinements to narrow one’s inventory). Herein we show plenty of facts, figures, and examples.
How To Strategically Transform and Grow Your Print Business (PIASC)interlinkONE
During this presentation, John Foley, Jr., CEO of interlinkONE and Grow Socially, shares strategies and steps that printers can take to grow their business.
John delivered this content at a PIASC event on June 8th, 2012.
During the 3-hour session, John covers items such as:
- Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients
- Transforming your Business from PSP to MSP
- Marketing Yourself to be the Best Service Provider Ever
And more!
Your Guide to Pay Per Click (WSI Cyprus)WSI (Cyprus)
Paid Search or Pay‐Per‐Click (PPC) advertising is an effective and powerful marketing tool that allows
your company to create online brand exposure to your target markets. Additionally, PPC gives you
ultimate control over your marketing dollars while allowing you to capture the attention of the booming
number of online consumers who are ready to spend money on your products and services. You just
need to be there. It’s like having an ad in your local newspaper and only paying for the prospects that
read it! How can it get any better than this in advertising?
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
The whole gamut of Indian brand facebook pages out there which use ads to ‘buy’ their fans and artificially bloat up the community, do it through media companies who, more often than not, do not have an aorta of knowledge about user behaviour. Lets solve this riddle that is Facebook ads
a successful mnc MyVideoTalk is in prelaunch in india Introducing cutting edge technology - video email, video conference , streaming video solutions from myvideotalk, also known as mvt, or myvideotalkindia
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Digital display is a tricky business - even for marketers at some of the world’s largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.
The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, we’ll look at how to do this.
Introduction to Digital Marketing with examples. Includes a blueprint on creating a digital marketing strategy for a firm. Aim: To provide insights on digital marketing to
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This presentation was delivered on February 9, 2012 to a group of Wilred Laurier University journalism students. The presentation\'s main goals were to educate students on the pitfalls of researching online, how marketers use the web, and some possibly implications in the future of the web.
Your Guide to Pay Per Click (WSI Cyprus)WSI (Cyprus)
Paid Search or Pay‐Per‐Click (PPC) advertising is an effective and powerful marketing tool that allows
your company to create online brand exposure to your target markets. Additionally, PPC gives you
ultimate control over your marketing dollars while allowing you to capture the attention of the booming
number of online consumers who are ready to spend money on your products and services. You just
need to be there. It’s like having an ad in your local newspaper and only paying for the prospects that
read it! How can it get any better than this in advertising?
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
The whole gamut of Indian brand facebook pages out there which use ads to ‘buy’ their fans and artificially bloat up the community, do it through media companies who, more often than not, do not have an aorta of knowledge about user behaviour. Lets solve this riddle that is Facebook ads
a successful mnc MyVideoTalk is in prelaunch in india Introducing cutting edge technology - video email, video conference , streaming video solutions from myvideotalk, also known as mvt, or myvideotalkindia
Digital Download - TCC - Graduate Preso - 23rd Jan 2014WiTH Collective
Presentation given to TCC Graduate Class of 2014 focuses on digital marketing and the most important things to know. Key topics covered include: Social marketing, mobile marketing, search engine marketing (SEM), search engine optimisation (SEO), free tools available to help being insightful and general digital marketing stats.
Digital display is a tricky business - even for marketers at some of the world’s largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.
The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, we’ll look at how to do this.
Introduction to Digital Marketing with examples. Includes a blueprint on creating a digital marketing strategy for a firm. Aim: To provide insights on digital marketing to
Presented by the head of the digital practice at Burns Marketing (www.burnsmarketing.com), this webinar encourages marketers to use their creative side to find new opportunities and increase performance in their pay-per-click campaigns. It's not always about the data and things like run-of-the-mill keywords. Sometimes, you really need to think outside the box to give your PPC campaigns that extra little boost.
Digging Deeper Into the Social Web: Social Search SemanticsLiz Oke
This presentation was delivered on February 9, 2012 to a group of Wilred Laurier University journalism students. The presentation\'s main goals were to educate students on the pitfalls of researching online, how marketers use the web, and some possibly implications in the future of the web.
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- Facebook account basics
- Defining advertising goals
- Creating Facebook ads
- Using effective landing pages
- Reporting & optimising
- Hot tips
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At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
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In this presentation from Peter Mansfield from CMO. LA (www.cmo.la) and Early Growth Financial Services (www.earlygrowthfinancialservices.com), you'll get the tools and knowledge you need to optimize your user acquisition (on a tiny or non-existent budget!!).
Takeaways include:
- using content to drive traffic
- email marketing best practices
- PR: yes or no?
- calculating customer acquisition costs (CAC)
- matching up CAC with the lifetime value of a client (LTV)
- key metrics relevant to user acquisition
- and more!
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
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Presentación elaborada por Marketo en la que se analiza la integración de estrategias de inbound marketing para conseguir a través de los distintos canales online el éxito de las marcas. (inglés).
This presentation features information on the costs associated with advertising on the internet, and more specifically on social media.
Find more on www.p2psocialmediaguide.wikifoundruy.
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http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
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Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
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Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
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Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
2. Who is FM?
Founded in 2005 to help hundreds of high-quality independent
publishers band together to earn sponsorship and ad revenue
Now a top-ten US audience (comScore) and growing fast
Historically: have paid out well over $100 million to our authors
and publishers
John
Battelle
http://FederatedMedia.net
3. A couple of lessons I’ve learned about
semantics & blogs
1. With display ads on
blogs, you need
semantics even more so
than with a general
audience
2. Higher level semantic
features, such as
reading level, can
predict how much and
where a blog post will
be shared in social
media
5. An open secret
• Supply-side advertising
players (including content
networks like FM) often
don’t like targeting to be
too focused
• Why not?
• Because the math isn’t
nice to them
Let’s see that…
6. Ouch…….
To sum up:
Broad targeting
$1,400,000
increases both
CPMs and sold
inventory, but…. $1,200,000
Narrow targeting $1,000,000
brings a sharp
decline in sold
$800,000
inventory
$600,000
So, even though
it has a higher
CPM, narrow $400,000
targeting isn’t
done much.
$200,000
$0
Run-of-network Broad targeting Narrow targeting
7. Is there another way
to implement this?
• Q: What’s the one case when
narrow targeting can have the
effect of expanding the
inventory purchased by the
advertiser, instead of
shrinking it?
• A: When it makes the
advertiser comfortable going
outside their usual content
category
Let’s see that….
8. Typical buy pattern
(without conversation targeting)
Suppose: Advertiser comes to FM w/a “cloud computing” campaign.
This is what their buy usually looks like:
Tech Finance Sports
$ $ $ $ $ $
$ $ $ $ $ $ $
Government & Lifestyle Small Business
Law
9. Modified buy pattern
(with conversation targeting)
But when the advertiser learns about Conversation Targeting,
this is what their buy starts to look like:
Tech Finance Sports
$ $ $ $ $ $
$ $ $ $ $ $ $ $ $ $
$ $ $ $
Government & Lifestyle Small Business
Law
$ $ $ $ $ $
10. Another implementation technique :
Target conversations, not topics
• What’s the difference?
– Topic = a particular theme of subject matter
– Conversation = a cluster of related topics comprised of
various themes
• Results: simplicity for advertiser, and way more
inventory!
• Let’s see an example….
11. The Small Business Conversation
(just a subset of the topics)
affiliate marketing facebook marketing series online advertising small business week
better business bureau family business payroll tax social entrepreneurship
business advice family businesses product marketing social media marketing
business succession planning franchise association quickbooks startup catalyst
center for entrepreneurship franchise business review referral engine startup company
chamber of commerce franchise consulting rieva lesonsky startup magazine
customer service franchisee association ryan hanley startup weekend
dell small business franchisee of the year s corporation susan payton
digital marketing global entrepreneurship week sba 504 loan tj mccue
direct-response marketing guy kawasaki search marketing toilet paper entrepreneur
duct tape marketing ivan walsh small biz tech tour twitter marketing
entrepreneur corner linkedin small business book awards u.s. chamber of commerce
entrepreneur of the year marketing management small business expo viral marketing
entrepreneurs marketing strategy small business influencer viral video marketing
entrepreneurs roundtable multi-level marketing small business jobs bill yahoo small business
facebook marketing national small business week small business trends young entrepreneur council
12. Does it work?
• Aligned CTR: 49% higher than broad targeted
ads
• Global CTR (including non-aligned): still 39%
higher than broad targeted ads
– “Aligned” means the subject matter targeted has
an obvious connection to the ad campaign.
Occasionally this isn’t the case!
13. Exceptional lift in CTR
This charts the first 50 campaigns we put
through Conversation Targeting at FM
0.70%
0.60% RED: the industry standard CTR
YELLOW: the typical CTR for the parent category in FM (Sports, Business, etc.)
0.50% BLUE: the CTR attained by Conversation Targeting at FM
0.40% Channel CTR
DFA-IB CTR
0.30% CT CTR
0.20%
0.10%
0.00%
14. Exceptional lift in CTR
CT usually outperforms the channel it is in.
0.70%
0.60%
0.50%
0.40% Channel CTR
DFA-IB CTR
0.30% CT CTR
0.20%
0.10%
0.00%
15. The exception that proves the rule
CT rarely underperforms the channel it is in.
The few exceptions are unaligned campaigns
0.70%
An unaligned
0.60%
campaign is, for
example, a car ad
0.50%
targeted to art,
museums, fashion
0.40% Channel CTR
DFA-IB CTR
0.30% CT CTR
0.20%
0.10%
0.00%
16. The blog audience dilemma
• A network like FM’s – communities that are
passionate about a common interest –
presents a dilemma to advertisers
• One the one hand, it represents a denser
concentration of influencers and thus is
desirable for advertisers
• On the other hand, this type of audience
may react differently to advertising
– They sometimes can be seen to engage
more in endemic, conversational material….
– And less with conventional display ads (if
targeted using only conventional methods)
17. Two ways that FM resolves the blog
audience dilemma
1. FM encourages advertisers to utilize
content-rich, conversation-oriented
marketing pieces, e.g. sponsored
content series, etc.
2. For display advertising, FM encourages
advertisers to use “Conversation
Targeting” to make sure their ads fit
better into the specific conversation
happening on a blog
18. Success of CT in the blog audience
CT can lift up audience engagement from below the
norm, to above it
0.70%
0.60%
0.50%
0.40% Channel CTR
DFA-IB CTR
0.30% CT CTR
0.20%
0.10%
0.00%
19. Lesson learned
• Those who supposed that avid blog readers are
necessarily more adverse to clicking on ads than
the average internet user, were not quite right
• It turns out, when the ads are made really
relevant via semantic targeting, the CTR’s pop
right up – even above Internet averages
• But it means you need semantics even more for
blog-based ads than for general web-based ads
20. How far down the tree will they go?
• Advertisers presently Tech
are moving below top- Computing
Green-
Tech
level to “mid-level Bio-tech
ontology” Enterprise Consumer
for targeting Computing Computing
• As this market Cloud Servers &
matures, it seems Computing Net-Ops
they’ll keep
driving down Cloud
Storage
Cloud SaaS Cloud PaaS
the tree
Google
This is going to break the
AWS
Storage Dropbox Cloud
Storage
“classifier” approach to
targeting, in favor of more
AWS AWS scalable approaches (can you
Storage Storage
Tool Kits Integrators build a 1-million node
classifier tree, which morphs
daily?)
21. Part Two
What makes a blog post
get shared more (or less)
on various social networks?
22. The case study
Measured two hundred blog posts from leading
bloggers, by these criteria:
– Length of post
– Estimated grade level of post
(6th grade, 7th grade, etc.)
– Number of:
• Tweets
• Facebook shares
• LinkedIn shares
• StumbleUpon’s
• Google+1’s
23. How grade level was established:
a voting engine
Implemented several formulas
established in the literature Formula #1
#2
Updated the vocabulary lists #3
where applicable etc….
Discarded the high and low
Took a weighted average of
the remaining scores
(weightings tuned manually)
24. Effects found: post length
We all know that, in general, writing a longer text can turn out worse than writing less:
Long version:
Short version:
25. Effects found: post length
• In posts ranging from 100 to 600 words in length,
there is more social media amplification as the
posts get longer
• But this effect tapers off in the 600-1200 word-
length range
• For posts longer than 1200 words, the effect
reverses, i.e, adding more words seems to hurt
amplification
• The above pattern held across all the social
networks measured
26. Effects found: grade level
• Generally the grade level on FM’s network
was about a grade-and-a-half higher than
the Internet average, sometimes more
• Taken en masse, the amplification level of
posts did not correlate strongly with grade
level
• However, on closer inspection, we saw that
different audiences with opposite
preferences were cancelling each other
out
• The biggest contrast was between
Facebook-sharers and Linked-In sharers
27. Effects found: grade level
Facebook vs. LinkedIn
• Facebook shares, especially on posts longer
than 600 words, were inversely correlated
with grade level
• LinkedIn shares, especially on posts shorter
than 1200 words, were positively correlated
with grade level
28. Effects found: grade level
Summary
• Grade level works together with post-length
to affect amplification with some audiences
• Facebook sharing is weak on longer posts
unless they are at a lower grade level
• LinkedIn sharing is weak on shorter posts
unless the writing is at a higher grade level
• Googlers and Stumblers and Tweeters lie at
various points in between these extremes
29. Finding the sweet spot
The “sweet spot” would
appear to be:
• Posts between 600 and
1200 words in length
• Written at a slightly
higher-than-average
(but not too high) grade
level
30. Finding the sweet spot
• Posts in the “sweet spot” get the best overall
amplification – avoiding a “penalty” from any of
the audiences measured
600 1200
Words words
amplification
4th grade 8th grade 12th grade
• Caveat: this was a limited sample and a broader study is required
to validate these early results