THE

ARCHITECTUREOF

PARTICIPATIONON THE

INTERNET

James Gross, Vice President, Ad Products & Sales

jgross@federatedmedia.net

@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

PLACE SCREENSHOT HERE

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 & Salesjgross@federatedmedia.net@thejames@federated_media