digital media companies for the new digital landscape
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Digital Media Companies for the New Digital Landscape
Publishers, Ad Networks and Conversational Marketing
Chas EdwardsPublisher & Chief Revenue Officer
Federated MediaJune 2007
Agenda
• Emergence of “Conversational Media”
• Marketing Challenges
• A Move Toward “Conversational Marketing”
New Sites Born Every Minute
Just Like Print, Websites Run Gamut
Leaders Emerge
Digg
CNET
Wired
PC Mag
Digg.com, anindependent
conversationalmedia sitesurpassesall other
Tech Newsbrands in 6
Months.
“Social Media” or “Traditional Media”?
Three socialmedia sites
enter the top15, dwarf the
others interms ofgrowth
Better Question:
Where are mycustomers and whereare they mostengaged?
BW Says Blog is More Influential than BW
Less Reach, More Influence
Upon clicking, the user is presented with the Sphere widget,bridging the gap between traditional and conversational media:
Dooce.com has 20,000 in-boundlinks, twice iVillage’s 12k and 5xthat of Babycenter’s 4k
Reach Giving Way to Engagement
Buying Lots of ImpressionsReach is getting easier -- Google and ad networks
Standing Out from the NoiseImpact is harder than it’s ever been
Impact Through Conversational Marketing
Tap Authors & Hosts, Be Relevant
Microsoftran twotypes ofads.
Standardcopy
andAuthor-assistedcopy
Authorcopyperformed60%better.
Co-Branding Leverages Affinity
Co-branded and“author-driven”creativeperformed over4x the industrystandard
Turn Ads Into Content
Symantec ads featured an RSSfeed of content updated daily.Unlike most ads, the Symanteccreative did not experience ‘fatigue’.In fact, Symantec saw a 300%spike in response several weeksinto the campaign
Time
Clic
k Th
roug
h %
Typical Ads
RSS Ad
Co-Branded, Author-Driven Invitationsto Conversation
“Author Driven Creative”FM Authors contributed their own
definitions of “The Human Network” whichwere featured in the ad units.
Human Network Hub: Vote or Edit Wiki
Readers participatedby voting for the definition
they liked best.
Participants Share Their Experiences
#2 Organic Resulton Google
Participants ShareExperience on theirBlogs
“Human Network”Added to Wikipedia
Ask.com Enlists Ask A Ninja
The Ad Spot:
After each of the 9Ask.com-sponsoredepisodes, the Ninja invitesviewers to visit Ask.comand enter in the word“Ninjuice”
Ninja’s Viewers Follow His Lead
The Search Query: “Ninjuice”
Viewers go to Ask.com (or click on screen inprevious slide) and enter the word “Ninjuice” intothe Ask.com search box
Conversion Is Off the Charts
The Pay Off:
Bonus Ninja video.
Among total viewers of thesponsored Ask A Ninjaepisode, 8.3% watched theAsk.com ad spot, queried“ninjuice” at Ask.com andclicked to watch the bonusvideo
Digg ArcThe Intel sponsored Diggvisualization application.
Intel Underwrites Digg Product Dev
Intel Drafts Off Digg’s Self-Promotion Efforts
Digg’s CTO, Daniel Burka announcedthe news on Digg’s blog and posted it toDigg.com (screenshot).
Within an hour it was, in the Diggparlance, “made popular” as membersbegan Digging the story at a rapid rate.
As of 5/21 (week after launch), therehave been 1330 Diggs to this story!
Among the comments, the one that mostspeaks for other community members(based on the number of Diggs thecomment received) is this: “Mmmm moreeye candy. So much cooler thancomment threading, or searching, orbeing able to delete comments.”
Best Practices
• Locate Your Brand Communities Don’t worry whether the site is social or traditional
• Follow The Leaders, Partner With Them This requires relationships that bots can’t provide
• Add Value To Existing Conversation The conversation is theirs, not yours
Good conversations involve listening, not just talking
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