Download - Federated Media Digiday Social
CONVERSATIONALMEDIA TODAYJAMES GROSSVICE PRESIDENTFEDERATED MEDIA
CONSUCONSUMEEM DIATODAYWE DON’T JUST
WE…
EM
TODAYWEDON’T JUST
DIAMECONSUWE…
WE…
CREATE
REACTDISCUSSPARTICIPATE
WE…
CREATE
REACTDISCUSSPARTICIPATE
INTERNET GROWTH
PORTALS
INTERNET
776,000,000 MONTHLY UNIQUE VISITORSCONVERSATIONAL MEDIA
(IN MILLIONS)
THE BRAND HOMEPAGE: THEN
THE BRAND HOMEPAGE: NOW
Search loves conversations
ARE EXPERTS IN CONVERSATIONAL MEDIA
HAVE EXECUTED OVER 250 CM CAMPAIGNS IN THE PAST 3 YEARS
WORK WITH THE WEB’S LEADING CONTENT PARTNERS
WORK WITH THE WORLD’S SMARTEST MARKETERS AND ADVERTISERS
WE…AT FM
1.125
BILLIONPAGEVIEWS
100+
53SOCIALMEDIABRANDS
MILLIONUNIQUEUSERS
CONVERSATIONALMARKETING PROGRAMS
FM CAPABILITIESSPONSORSHIPOPPORTUNITIES
IABMEDIA
VIDEO ADVERTISING
CUSTOMIZABLE PROGRAMS
RESULTS
RadioShack Invention LabGoal: Reach “Backyard Scientists” and drive in-store salesProgram Components: •Custom RadioShack online video invention lab hub•Dynamic co-branded media on FM sites such as
•Make, Ubergizmo, Gizmodo and BoingBoing Gadgets.
Engagement:• Avg time spent 4:20 per
visit• Avg 4.6 pages per visit
Amplification:• “Social interaction leads to
spontaneous discovery leads to brand renewal for an "old" retail brand.” –No Revolution, media industry blog post
Equity:• Google search rank no.1
for Invention Lab hub
Pre-populated shopping list moved people from
interest to purchase
RESULTS
Luvs Mom SpeakGoal: Reach savvy moms and promote the price point of LuvsProgram Components:•Dynamic content based ad units drove awareness•Custom hub site with savvy, cost conscious parenting tips from leading FM parenting authors including
•Parent Hacks, Cool Mom Picks and Savvy Source
Engagement:• 400 user comments
Amplification:• Picked up by non FM
parenting blogs including babycheapskate and blogs@babycenter
Equity:• Google search for “Baby
Equipment List” ranks hub site at no. 6
RESULTS
3-A-Day DairyGoal: Create awareness around the importance of 3 healthy dairy products per dayProgram Components: •Custom dairy section within Confessions of a Pioneer Woman•User generated recipe submission contest •RSS fed units across FM’s women’s interest and parenting sites •Including Dooce, Parent Hacks and Start Cooking
Engagement:• Over 2,000 recipe
submission• 5,000+ comments in the
first 8 hours of contestAmplification:• More than 2,100 del.icio.us
bookmarks for Pioneer Woman Cooks section• Over 250 Google
Blogsearch results for “Pioneer Woman Dairy”
Equity:• Searches for top dairy
keywords show Pioneer Woman Cooks site on page 1
RESULTS
PLACE SCREENSHOT HERE
PLACE SCREENSHOT HERE
BMW Graffiti ContestGoal: Create awareness for new 1 Series model launchProgram Components: •Facebook Graffiti contest•Custom BMW Pure hub with FM author contributions from
•Leftlane News, AutoSpies, NotCot and Top Speed
Engagement:
• 9,000 drawings• 500,000 votes
Amplification:
• Picked up across the Web including Twitter and New York Times
RESULTS
PLACE SCREENSHOT HERE
PLACE SCREENSHOT HERE
ASUS/Intel WePCGoal: Crowd source a dream laptop and create a loyal community that evangelizes ASUS and IntelProgram Components: •Online hub site with graffiti capabilities, video and PC development ideas
Engagement:• More than 22,000 user
interactions (drawings, ideas, votes) in first 6 weeks
Amplification:• Hundreds of social and
main stream media mentions
Equity:• Google search for “Dream
Laptop” ranked WePC hub as no. 2 result
TRADITIONAL PUBLISHERSTODAY’S PUBLISHERS
YOU CAN SPEND YOUR MARKETING BUDGETS
BUYING MEDIA……OR SPEND IT
MAKING MEDIA
THANK YOU