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 Salesbalbers@federatedmedia.net

(415) 332-6955 x212