federated media digiday social
TRANSCRIPT
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CONVERSATIONALMEDIA TODAYJAMES GROSSVICE PRESIDENTFEDERATED MEDIA
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CONSUCONSUMEEM DIATODAYWE DON’T JUST
WE…
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EM
TODAYWEDON’T JUST
DIAMECONSUWE…
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WE…
CREATE
REACTDISCUSSPARTICIPATE
WE…
CREATE
REACTDISCUSSPARTICIPATE
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INTERNET GROWTH
PORTALS
INTERNET
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776,000,000 MONTHLY UNIQUE VISITORSCONVERSATIONAL MEDIA
(IN MILLIONS)
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THE BRAND HOMEPAGE: THEN
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THE BRAND HOMEPAGE: NOW
Search loves conversations
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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
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1.125
BILLIONPAGEVIEWS
100+
53SOCIALMEDIABRANDS
MILLIONUNIQUEUSERS
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CONVERSATIONALMARKETING PROGRAMS
FM CAPABILITIESSPONSORSHIPOPPORTUNITIES
IABMEDIA
VIDEO ADVERTISING
CUSTOMIZABLE PROGRAMS
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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
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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
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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
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RESULTS
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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
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RESULTS
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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
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TRADITIONAL PUBLISHERSTODAY’S PUBLISHERS
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YOU CAN SPEND YOUR MARKETING BUDGETS
BUYING MEDIA……OR SPEND IT
MAKING MEDIA
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THANK YOU