federated media spotlight
TRANSCRIPT
THE
ARCHITECTUREOF
PARTICIPATIONON THE
INTERNET
James Gross, Vice President, Ad Products & Sales
@thejames
@federated_media
“The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process… Marketers need a new approach.”
– Brian Haven, Forrester Research
That is what real 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
CONVERSATIONS DRIVE BUYING DESCISIONS
• 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 sourcesBecause regardless of today’s Media
Revolution, Conversation has always driven Consideration
THE CONVERSATIONECONOMYSOCIAL TOOLS
CREDIT TO: BRIAN SOLISHTTP://WWW.BRIANSOLIS.COM/
Fluid Portfolio Representing the top social brands online.
Experts250+ CM Executions
ScaleOver 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……
TRENDS…
THE ARCHITECTURE OF PARTICIPATION
KEY PARTICIPATION DESIGN PRINCIPLES
In order to capture the whole ladder•Design for•Small Simple Tasks•Large Diverse Groups•Selfishness•Result Aggregation•Open
CREDIT TO: DEREK POWAZEKHTTP://POWAZEK.COM/
INTERNET GROWTH
PORTALS
INTERNET
2005 2006 2007 2008
WHY IS THIS MAN SWEATING?
API’S TODAY’S MARKETING FUNNEL
NOT JUST MEDIA
Marketers 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
WHAT IS TWITTER?UNDER THE HOOD OF AN EMERGING PLATFORM
WHAT ARE YOU DOING?
-PRESENCE
-FOLLOW
-DISCOVER
- OPEN & LOOSELY INTERCONNECTED CMS
WHAT IS FACEBOOK... DOING?
-PRESENCE ACTIVITY STREAM
-FOLLOW
FAN
-DISCOVER BROADCAST
BUILDING A FUNNEL
TWITTER EATS WORLD
INTERNATIONAL REACH
WHO’S USING TWITTER?NOT DRIVEN BY THE USUAL SUSPECTS
3RDPARTY APPLICATIONS
OPPORTUNITIES…
WAYS TO LEVERAGE
CREDIT TO: WIKINOMICSHTTP://WWW.WIKINOMICS.COM/BLOG/
BUT…..WHO HANDLES SOCIAL?
PUBLIC RELATIONSPUBLIC RELATIONS CRMCRMMARKETINGMARKETING INTERNAL COMMINTERNAL COMM
SOCIAL
OPPORTUNITY?
SOUNDS……
COMPLICATEDEXPENSIVETIME CONSUMINGNOT FOR ME
THE ELLEN SHOW GETS ON TWITTER
Ellen DeGeneres was introduced to Twitter on her
March 10 show and started an account, plugging the
technology on air.
The response to Ellen’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
FOLLOWERSMarch 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
START OF SHOW
The 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
WAYS TO THINK ABOUT IT
CASE STUDIES….
RESULTS
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PLACE SCREENSHOT HERE
Microsoft ExecTweetsGoal: 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
Goal: Enhance the fan 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
IS IT ALL ABOUT TWITTER?
CREDIT TO: IBLIBIOHTTP://IBLIBLIO.ORG
BEST PRACTICES
CONVERATIONAL
MARKETING
A MEDIA ANNUITY EVOLVES OVER TIME
MONTH: 1 2 3 | 4 5 6 | 7 8 9
PROGRAM
EFFECT
LAUNCHLAUNCH MOMENTUMMOMENTUM EFFICIENCYEFFICIENCY
-LAUNCH MEDIA-CONTENT CREATION-INITIAL PR
-SUSTAINING MEDIA-SUSTAINING PR-NEW SITE FEATURES (ITERATION)-INDEXED USER GENERATEDCONTENT
-SUSTAINING MEDIA-SUSTAINING PR-NEW SITE FEATURES BASED ONUSER/AUTHOR/BRAND FEEDBACK-RICH USER GENERATEDCONTENT, HEAVILY INDEXED
AMPLIFICATION & SEARCH EQUITY
AMPLIFICATION & SEARCH EQUITY
PAID MEDIAPAID MEDIA
LAUNCH PHASE:
MOMENTUM PHASE:
EFFICIENCY PHASE:
CASE STUDIES….
CONTENT AS MARKETING UTILITY
AUDIENCE PARTICIPATION
PLATFORM API, CONTENT, COMMUNITY
PUBLISHINGACTIVE EDITORIAL MANAGEMENT
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.
MEASUREMENT DELIVERING CONVERSATIONAL 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.
LET’S DO THIS!
James Gross, Vice President, Ad Products & [email protected]@thejames@federated_media