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Federated Media Spotlight
The document discusses the rise of conversational media and its impact on how consumers make purchasing decisions. It notes that conversations across blogs, social networks and other online platforms now influence buyers more than traditional media or vendor messaging alone. It also provides examples of how some companies are leveraging social media and conversations to enhance customer engagement and marketing efforts. Finally, it outlines best practices for conversational marketing and ways to measure the impact of these strategies.
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Similar to Federated Media Spotlight
Federated Media Spotlight
- 1. THE A RCHITECTUREOF P ARTICIPATION ON THE I NTERNET James Gross, Vice President, Ad Products & Sales [email_address] @thejames @federated_media
- 2. “ The marketingfunnel is a broken metaphor that overlooks the complexity social media introduces into the buying process… Marketers need a new approach.” – Brian Haven, Forrester Research
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- 4. That is whatreal revolutions are like. The old stuff gets broken faster than the new stuff is put in its place. “ That is what real revolutions are like. The old stuff gets broken faster than the new stuff is put in its place.” – Clay Shirky, Newspapers and Thinking the Unthinkable
- 5. CONVERSATIONS DRIVE BUYINGDESCISIONS No longer one or few sources of information about a product Conversational Media (blogs, social networking, chat, forums, Twitter, YouTube, Amazon.com reviews, etc.) combines with vendor messaging to influence buying decisions Search loves conversations and often guides users to social media sources Because regardless of today’s Media Revolution, Conversation has always driven Consideration
- 6. THE CONVERSATIONECONOMY SOCIALTOOLS CREDIT TO: BRIAN SOLIS HTTP://WWW.BRIANSOLIS.COM/
- 7. F luid P ortfolio Representing the top social brands online. E xperts 250+ CM Executions S cale Over 48+MM uniques in comScore’s Conversational Media Metrics. Partners take us over 100+ MM uniques WHO WE ARE AT FM Companies that create platforms which enable consumers to leverage their social graph along with internal company data and collective intelligence; will win. AT FEDERATED MEDIA, WE BELIEVE……
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- 9. THE ARCHITECTURE OFPARTICIPATION
- 10. KEY PARTICIPATION DESIGNPRINCIPLES In order to capture the whole ladder Design for Small Simple Tasks Large Diverse Groups Selfishness Result Aggregation Open CREDIT TO: DEREK POWAZEK HTTP://POWAZEK.COM/
- 11. INTERNET GROWTH PORTALSINTERNET
- 12. 2005 2006 20072008
- 13. WHY IS THISMAN SWEATING?
- 14. API’S TODAY’S MARKETING FUNNEL
- 15. NOT JUST MEDIAMarketers need to embrace the fact that it's peers and their data, rather than brand, that will become the primary way we make decisions. ~Steve Rubel, Ad Age 4/27/2009
- 16. WHAT IS TWITTER?UNDER THE HOOD OF AN EMERGING PLATFORM WHAT ARE YOU DOING? PRESENCE FOLLOW DISCOVER - OPEN & LOOSELY INTERCONNECTED CMS
- 17. WHAT IS FACEBOOK...DOING? PRESENCE ACTIVITY STREAM FOLLOW FAN DISCOVER BROADCAST
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- 21. WHO’S USING TWITTER?NOT DRIVEN BY THE USUAL SUSPECTS
- 22. 3 RD PARTYAPPLICATIONS
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- 24. WAYS TO LEVERAGECREDIT TO: WIKINOMICS HTTP://WWW.WIKINOMICS.COM/BLOG/
- 25. BUT….. WHO HANDLESSOCIAL? PUBLIC RELATIONS CRM MARKETING INTERNAL COMM SOCIAL
- 26. O PPORTUNITY? SOUNDS…… COMPLICATED EXPENSIVE TIME CONSUMING NOT FOR ME
- 27. THE ELLEN SHOWGETS ON TWITTER Ellen DeGeneres was introduced to Twitter on her March 10 show and started an account, plugging the technology on air.
- 28. The response toEllen’s account was tremendous. Within a few days, she was within the top 100 users by followers and continues to gain a presence on the site (currently #31 of all of Twitter). The show’s abnormally explosive growth suggests that there is already a great desire to engage in a conversation around TV shows on Twitter. THE ELLEN SHOW GAINS A PRESENCE @TheEllenShow FOLLOWERS March 10 – 4,728 March 11 – 23,745 March 12 – 36,967 March 13 – 118,046 March 14 – 137,989 March 15 – 156,812 March 16 – 188,856 March 18 – 233,586
- 29. START OF SHOWThe Twitter activity for The Ellen Show is most active during the program The Twitter StreamGraph measures activity around a work (in this case “Ellen”) over a period of time
- 30. WAYS TO THINKABOUT IT
- 31. C ASE S TUDIES….
- 32. Microsoft ExecTweets Goal: Develop a media experience that builds greater brand affinity by adding value for business leaders and the audiences who are passionate about their thought leadership. Program Components: Twitter powered conversational platform Thought leader activation and author participation PR coordination Engagement (week 1): 6,000 Tweets #1 Trend on Twitter on launch day 4,500 followers Hundreds of business leader nominees Organic Amplification: 20,400 Google backlinks
- 33. Goal: Enhance thefan experience while watching March Madness MarchTweetness is a- NCAA tournament for fans to unite around their favorite teams.. RESULTS Twitter and Facebook were the largest traffic drivers to MarchTweetness over the ;sweet sixteen’ weekend. During the weekend, we estimated 160K people's twitter streams contained MarchTweetness.com discussions Picked up by the New York Times, Wall Street Jounral and VentureBeat AT&T – MARCH TWEETNESS
- 34. IS IT ALLABOUT TWITTER? CREDIT TO: IBLIBIO HTTP://IBLIBLIO.ORG
- 35. B EST P RACTICES C ONVERATIONAL M ARKETING
- 36. A MEDIA ANNUITYEVOLVES OVER TIME MONTH: 1 2 3 | 4 5 6 | 7 8 9 LAUNCH MOMENTUM EFFICIENCY -LAUNCH MEDIA CONTENT CREATION INITIAL PR -SUSTAINING MEDIA -SUSTAINING PR -NEW SITE FEATURES (ITERATION) -INDEXED USER GENERATED CONTENT -SUSTAINING MEDIA -SUSTAINING PR -NEW SITE FEATURES BASED ON USER/AUTHOR/BRAND FEEDBACK -RICH USER GENERATED CONTENT, HEAVILY INDEXED AMPLIFICATION & SEARCH EQUITY PAID MEDIA PROGRAM EFFECT
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- 40. C ASE S TUDIES….
- 41. CONTENT AS MARKETINGUTILITY
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- 43. PLATFORM API,CONTENT, COMMUNITY
- 44. PUBLISHING ACTIVE EDITORIALMANAGEMENT Federated Media’s proprietary administration layer, or micro-content management system, enables active conversation moderation . The tool includes the capability to remove inappropriate or irrelevant submissions and highlight the most valuable contributions. The combination of quality content and active management creates the best possible experience for authors, participants and brands.
- 45. MEASUREMENT DELIVERINGCONVERSATIONAL INSIGHT FM’s Conversational Marketing Toolbox is an open platform designed to enable brands to understand the effectiveness of conversational marketing activities with a customized, dynamic portal through which marketers can view a wide range of participation metrics. In addition to standard campaign delivery data, the CM Toolbox enables brand marketers to track and analyze data points unique to social media such as commenting, blog posts, sentiment, widget adoption, Twitter activity, social bookmarking and organic search ranking.
- 46. LET’S DO THIS! James Gross, Vice President, Ad Products & Sales [email_address] @thejames @federated_media