Download - Federated Media- profile
Conversational Marketing:An Introduction to Federated Media’s
approach to Digital Marketing
Audiences Gravitate toward Conversational Media
• 50,000,000 Americans reading blogsSource: Pew Internet Study (Q2 2005)
• MySpace #1 US web destinationSource: Hitwise (July 2006) -- Yahoo says it’s only 52,000,0000 uniques
• 38,000,000 viewers for #1 YouTube videoSource: YouTube stats (Nov 2006) -- Top video this week: 1,780,000
Conversational Sites Lead Growth
Conversational Sites Explode
Digg
CNET
Wired
PC Mag
Digg.com, anindependent
conversationalmedia sitesurpassesall other
Tech Newsbrands in 6
Months.
Traditional Sites Validate
Conversational Sites Have More Loyalty and Influence
Independent conversational site,BoingBoing.net readers
are extremely loyal. In fact,85% visit at least once a day.
And, BoingBoing.net isone of the mostinfluential blogs
in the blogosphere.
Note: Technorati determines trustand influence by the number of
unique inbound links into the site.
Fragmented Media Landscape Presents Challenges
High fragmentation has presentedchallenges for the brand marketer including:
Scale: Mature platforms exist today, the direct response ad networks:AdSense, AdBrite, BlogAds, Burst, Ad.com, Tacoda, Right Media, etc
Quality: Finding the right contexts, audiences and conversations stillrequires human insight.
Safety: Joining the conversation (and avoiding the mud-slinging!) hasnot been automated
What Makes Federated Media Different?
Federated Media’s Mission
At FM, our mission is to supportindependent, community-driven websitesand their audiences, by connecting themto marketers in an ongoing and robust
conversation that feeds everyone involved.
“
”
Federated Media is Author Driven
The core driver of our business value is our relationshipwith site creators (we call them authors), and the value
they create through their work._________________
We cultivate those relationships by delivering revenue, ofcourse, but also through publishing services like
business development, technical support,and a membership approach.
_________________
FM differentiates through a highly selective approach topublishing sites - we focus on quality and engagement
and all advertising is approved ahead of time by authors.
FM Sites Reach Millions!
Federated Media reaches millions of unique readersevery single day. In fact, FM sites generate more than
350 Million page views every single month.
FM sites are categorized by Federation (topic area) including:
Momentum Sports ParentingTechnology Video
Entertainment& Media
Business& Marketing Graphic ArtsAutomotive Travel &
Liesure
Audiences by Federation
Momentum Federation
Momentum200 Million+ Page Views per Month98.5% Male84.3% A18-3960.3% $50,000+ HHI98.1% Visit these sites multiple times per week
Momentum Sites include:• Digg.com• BoingBoing.net• MetaFilter.com• Newsvine.com• Breitbart.com• YTMND.com• Newsvine.com• Wikia.com• Tailrank.com• Popurls.com• And more!
Technology Federation
Technology100 Million+ Page Views per Month84.1% Male74.2% A18-3945.2% $75,000+ HHI90.8% Visit these sites multiple times per week!
Tech Sites include:• Digg.com• BoingBoing.net• TechCrunch.com• Techdirt.com• GigaOM.com• GearLive.com• Gadgetopia.com• Makezine.com• Instructables.com• Read/WriteWeb.com• XYZ Computing• Wi-Fi Networking News• And more!
Entertainment & Media Federation
Entertainment & Media30 Million+ Page Views per Month75.9% Male77.6% A18-3960.5% $50,000+ HHI94.1% Visit these sites multiple times per week
Entertainment & Media Sites include:• Breitbart.com• Buzz Machine.com• Newsvine.com• Transbuddha.com• PVRBlog.com• LostRemote.com• DrinkoftheWeek.com• Metroblogging.com• And more!
Sports Federation
Sports35 Million+ Page Views per Month87.9% Male72.7% A18-3968.6% $50,000+ HHI88.4% Visit these sites multiple times per week
Sports Sites include:• Protrade.com• SBNation.com• Baseball-Reference.com• Pro-Football-Reference.com• Basketball-Reference.com• HockeyBuzz.com• And more!
Automotive Federation
Automotive20 Million+ Page Views per Month92.3% Male51.1% A18-3972.9% $75,000+ HHI70.4% Read comments attached to blog posts
Automotive Sites include:• Autospies.com• TopSpeed.com• LeftLaneNews.com• Boompa.com• TheTruthAboutCars.com• SeriousWheels.com• And more!
Graphic Arts Federation
Graphic Arts7.5 Million+ Page Views per Month
Graphic Arts Sites include:• Core77.com• CoroFlot.com• IllustrationFriday.com• Mocoloco.com• Mojizu.com• Treehugger.com• LaughingSquid.com• GapingVoid.com• ThomasHawk.com• CartoonBrew.com• Zoom-In.com• And more!
Parenting Federation
Parenting7 Million+ Page Views per Month92.7% Female87.2% A18-3967.3% $50,000+ HHI87.1% Visit these sites multiple times per week
Parenting Sites include:• Dooce.com• Celebrity-Babies.com• Amalah.com• Finslippy.com• Suburbanbliss.net• SweetJuniper.blogspot.com• LaidOffDad.com• DadGoneMad.com• ParentHacks.com• Sweetney.com• And more!
Business & Marketing Federation
Business & Marketing5 Million+ Page Views per Month62.7% Male70.2% A18-3970.4% $50,000+ HHI73.3% Visit these sites multiple times per week
Business & Marketing Sites include:• 43Folders.com• Dane Carlson’s http://business-opportunities.biz/• AVC.blog.com• TheAlarmClock.com• DuctTapeMarketing.com• VentureBeat.com• SpringWise.com• SmallBizTrends.com• PSFK.com• And more!
Video Federation
Video5 Million+ Views per MonthPrimary Audience: M18-39
Video Sites include:• Ask A Ninja• Diggnation• Rocketboom• Pixel Perfect• In Digital• NotMTV• GearLive.com• And more!
Travel & Leisure Federation
Travel & Leisure5 Million+ Page Views per Month
Travel & Leisure Sites include:• RealTravel.com• Metroblogging.com• CoasterBuzz.com• Hawaiirama.com• And more!
Conversational Marketing in Practice:A few case studies of how marketers are working with FM to
take advantage of conversational media.
Lenovo: Vote, Black or Titanium
Lenovo invitedreaders to voteon the model ofthe nextThinkpad laptop
This participatorycampaigngarnered 200kvotes in just5 weeks.
Absolut: Co-branded Ads Incorporate EachSite’s Content
Dice’s Interactive Rant Banner
• Dice’s banners invited readersto “rant” inside the banner
• Time spent with ad unit wasconsidered the “best ever”
• Interaction rates onFederated Media sites were2X traditional tech sites
Microsoft: Author-Driven Ad Copy
Microsoftran twotypes ofads.Standardcopy…
…andAuthor-copy
Authorcopyperformed60%better.
Symantec’s Content Driven Ad
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
Case Study: Cisco’s Human NetworkHow Cisco engaged with influential voices to create
a campaign that went viral.
The Human Network Defined
“Author Driven Creative”FM Authors contributed their own
definitions of “The Human Network” whichwere featured in the ad units.
The Human Network Defined
Readers participatedby voting for the definition
they liked best.
Human Network Goes Viral
IAB Ads Work Here Too!
Distinguished Advertisers
We want to work with youFor Advertising Opportunities Please Contact:
Bernie Albers, Vice President of [email protected]
(415) 332-6955 x212