federated media publishing - best of both worlds: leveraging conversational marketing for success
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Federated Media Publishing Confidential and ProprietaryFederated Media Publishing Confidential and ProprietaryFederated Media Publishing Confidential and Proprietary1
Best of Both Worlds: Leveraging Conversational Marketing for Success
Laney Whitcanack, Chief Community Officer
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WHAT IS THE INDEPENDENT WEB?
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online properties not owned and operated
by large media companies
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where people choose to be online
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THE WEB’S GROWTH ENGINE
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113MM: People read independent websites on a monthly basis in 2010600MM: Expected size of the independent audience in 20121 BB: Expected size of the independent audience in 2014
113MM
600MM
1BB
independent audience
WEB’S GROWTH ENGINE:
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a real channel with robust product toolkit(psst… navigate and activate programs just like on the large portals)
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WHYYIN AND YANG NOT
YIN OR YANG
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IMAGINE A FACEBOOK FEED WITHOUT THE INDEPENDENT WEB?
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IMAGINE THE INDEPENDENT WEB WITHOUT PORTALS?
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PEANUT BUTTER AND CHOCOLATE
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PEANUT BUTTER AND CHOCOLATE
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WHATSMART MARKETERS KNOW
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THE ULTIMATE YIN & YANG COMBO
THAT AUDIENCE TAKES A VARIETY OF SOCIAL ACTIONS ON CONTENT, sharing it to their social graph.
SOCIAL ACTIONS BRING CONTENT LINKS TO A NEW AND EXPANDED AUDIENCE, increasing the Projected Audience Reach.
PROJECTED AUDIENCE“EARNED MEDIA”
THAT PROJECTED AUDIENCE DRIVES “EARNED” TRAFFIC BACK TO CONTENT THROUGH CLICKBACKS ON POSTS AND SHARED URLS.We call these clickbacks Social Landings.
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THE NATIVE SITE AUDIENCE - views content.
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CONTENT IS FUEL
SEARCH
SOCIAL MEDIA
PAID MEDIA
E-COMMERCE
MOBILE
DATA
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Single most important action person or brand can do to increase online influence?
Create, post or share compelling content
Source: Exploring and Defining Influence: A New Study, Brian Solis, September 29, 2010.
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Consumer: What I’m
interested In
The challenge:
different definitions of great content
Brand: What helpsme sell the
productvs
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}=
Content in right context
shareable conversation
Independent web
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Passion leads them to the site
Passion leads them to share
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Sharing is caring
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557%More likely to tweet/retweet
than the average web
user
of audience feels
relationship/connection to their
sites
88%
Source: FMP Site Satisfaction and Engagement Survey, 2012
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at scale and harnessed
fuel efficient use of the webnative to the independent
web
Independent web:
Shareable conversations:
Digital strategy:needs Ying and Yang
independent web + portals