1. Help readers discover the most interesting content

2. Content marketing is thecreation and distribution of relevant and valuable content to attract, acquire and engage consumers.

3. Do you expect content marketing to becomemore or less important for your organization/clients over the next 12 months? Source: Content Marketing Survey Report 2012, eConsultancy

4. Content marketing is key tocreating an emotional 83%connection with customers. Content marketing is more74% effective than advertising for customer engagement. Source: Content Marketing Survey Report 2012, eConsultancy

5. The Content Marketing Sphere of Influence Branding Action Social (Conversion) Content Marketing Direct SEO Search Benefits

6. Outbrain?

7. 300 75MILLION BILLIONUNIQUE VISITORS RECOMMENDATIONSEVERY MONTH*According to comScore, Oct 2012 PER MONTH

8. We are here AMSTERDAMSANFRANCISCO LONDON SWEDEN CHICAGO NEW YORK HAMBURG PORTUGAL ROME PARIS WASHINGTONDC MADRID TEL AVIV SINGAPORE BRAZIL SYDNEY

9. McDonalds &Outbrain Case Study

10. OWNED EARNED those channels that McDonalds traditional media relations as well as controls, such as McDonalds.com and engagement of bloggers and other printed materials in restaurants influencers who can carry the McDonalds story through to their audiences SHARED PAID includes online search and displaysocial media and the channels for two-way advertising, broadcast media partnerships dialogue. Not just our channels, but or sponsorships that extend the reach of those of our spokespeople, our McDonalds communication efforts and employees and our fans activations

11. OWNED those channels that McDonalds1 million followers controls, such as McDonalds.com and 625 social influential printed materials in restaurants members 27+ million fans

12. Your Daily Bacon

13. Content Distribution Social Media Pitching Seeding Daily Twitter release of Relevant blogger pitching Grassroot seeding on sites such new images offering CBO coupons for as Buzzfeed Posterous album updated readers and access to daily with new image content Facebook post showcasing Media pitching with one image driving to follow focusing on content @McDonalds for more Family Arches post showcasing content

14. Your Daily Bacon Wishing allNothing says fall Scorpios a savory Retweet this iflike tossing the old you think thesepigskin around zodiac birthday #CBO bacon mustaches#CBO are trendy #CBO

15. Your Daily BaconTurn heads this No matter which Look out for a party youfall season with a spooky full moonBacon Scarf. RT if support, exercise tonight #CBO your right to voteyoud wear it!#CBO #CBO

16. Overall Results Best Performing Image Social mentions Turn heads this fall season with a Bacon Scarf. RT if youd4,152 mentions of reached an wear it! #CBOYour Daily Bacon estimated 3.59 507 retweets content million consumers 107 favorites Buzzfeed social lift Huffington Post of 49x with 286 spotlight with image Worst Performingsocial views and 292 gallery garnering 36 Image total views million impressions Wishing all Scorpios a savory zodiac birthday #CBO 29 retweets 23 favorites

17. Learnings Visual content is highly valued, and ultimately shared, with McDonalds audiences Content geared towards a wider audience garners higher engagement rate (worst performer was only relevant to those who are Scorpios) Consumer sentiment was exceedingly high due to the focus on a pop-culturally relevant item and its out-of-the-box use Cross-channel promotion (specifically on visual channels such as Facebook and Pinterest) and paid media integration can significantly increase overall results and engagement Images tied to specific timely and socially relevant events outperformed (e.g. Movember & Halloween)

18. EARNED traditional media relations as well as engagement of bloggers and otherinfluencers who can carry the McDonalds story through to their audiences

19. SHAREDsocial media and the channels for two- way dialogue. Not just our channels, but those of our spokespeople, our employees and our fans

20. Thanks! http://blog.outbrain.comFollow us on Twitter: @Outbrain

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