Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success
1. Best of Both Worlds:
Leveraging Conversational
Marketing for Success
Laney Whitcanack, Chief Community Officer
1
Federated Media Publishing Confidential and Proprietary
8. THE WEB’S
GROWTH
ENGINE
Federated Media Publishing Confidential and Proprietary
9. 1
BB
WEB’S GROWTH ENGINE:
113MM: People read
independent websites on
a monthly basis in2010
600
MM 600MM: Expected size
of the independent
audience in 2012
113 1 BB: Expected size of
MM the independent
audience in 2014
independent audience
9
Federated Media Publishing Confidential and Proprietary
10. a real channel
with robust
product toolkit
(psst… navigate and activate programs
just like on the large portals)
10
Federated Media Publishing Confidential and Proprietary
11. WHY
YIN AND YANG
NOT
YIN OR YANG
Federated Media Publishing Confidential and Proprietary
12. IMAGINE A
FACEBOOK FEED
WITHOUT THE
INDEPENDENT
WEB?
Federated Media Publishing Confidential and Proprietary
16. PEANUT BUTTER AND CHOCOLATE
16
Federated Media Publishing Confidential and Proprietary
17. PEANUT
BUTTER AND
CHOCOLATE
17
Federated Media Publishing Confidential and Proprietary
18. WHAT
SMART
MARKETERS
KNOW
Federated Media Publishing Confidential and Proprietary
19. THE ULTIMATE YIN & YANG COMBO
PROJECTED AUDIENCE
4 “EARNED MEDIA”
THAT PROJECTED
AUDIENCE DRIVES
“EARNED”
TRAFFIC BACK TO
CONTENT
THROUGH
CLICKBACKS ON
POSTS AND
SHARED URLS.
We call these
clickbacks Social 3
Landings. SOCIAL ACTIONS BRING CONTENT
LINKS TO A NEW AND EXPANDED
AUDIENCE, increasing the
Projected Audience Reach.
1
THE NATIVE SITE
AUDIENCE - views
content.
THAT AUDIENCE
2 TAKES A VARIETY OF
SOCIAL ACTIONS ON
CONTENT, sharing it
to their social graph.
Federated Media Publishing Confidential and Proprietary
20. CONTENT IS FUEL
MOBILE SOCIAL
MEDIA
DATA
PAID MEDIA
E-COMMERCE
SEARCH
20
Federated Media Publishing Confidential and Proprietary
21. 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.
21
Federated Media Publishing Confidential and Proprietary
22. The challenge:
different definitions of great
content
Consumer: Brand:
What helps
What I’m vs me sell the
interested In product
Federated Media Publishing Confidential and Proprietary
23. Content in
shareable
right =
conversation
context
Independent web
Federated Media Publishing Confidential and Proprietary
24. Passion leads
them to the
site
Passion leads
them to
share
24
Federated Media Publishing Confidential and Proprietary
25. Sharing is caring
88% 557%
of audience feels More likely to
relationship/conn tweet/retweet
ection to their than the average
sites web user
Source: FMP Site Satisfaction and Engagement Survey, 2012 25
Federated Media Publishing Confidential and Proprietary
26. Independent web:
at scale and harnessed
Digital strategy:
needs Ying and Yang
independent web + portals
Shareable conversations:
fuel efficient use of the web
native to the independent web
26
Federated Media Publishing Confidential and Proprietary
Hinweis der Redaktion
Probably wondering about what everyone from my mom to the person who made my nametag today is wondering – what does it mean to be the Chief Community Officer - Coolest jobs on the planet because my team and I get to work with thousands of publishers everyday who make up the independent web.
Size of independent web
Online brands you know and love, not owned by large media companies Dooce, I Can Haz Cheeseburger, VentureBeat,
Online brands you know and love, not owned by large media companies Dooce, I Can Haz Cheeseburger, VentureBeat,
Independent web is where people seek out the most unique and powerful voices, relatable to their own passionsSource of conversation where ideas are born and sharedWhere people CHOOSE to go onlineThink of Facebook defining itself as a utility – Independent web is not a utility. It is a place of indulgence, enjoyment, of connecting with passions of the reader and author in an intimate way. Where people choose to go online. Does a food lover get as excited to check their email as they do to go to a food blog? Does a new mom get as excited to read her Yahoo homepage as she does when she is looking at Design Mom? The independent web is where people go to connect with their passions online.
Web’s growth engine. Statistic doesn’t need much explaining. If you look at it’s growth, the independent web has incredible size and scale. In fact if you think about it, it’s got the scale and size of any major portal – a distributed portal, so to speak.
It’s a real channel! This is what FM has been about for the last six years – creating a channel to these seemingly disparate parts and then connecting them with – now that it’s got the scale, it’s a real life opportunity to nagvigate and activate programs, just like on the major portals. We’re even making headway on quantifying it – Quantcast will be sharing more on this later today. Needless to say, it’s an exciting moment for the independent web.
Is it exactly the same as a portal – distributed portal?I’d argue that they are interdependent – it’s not YIN or YANG, it’s YIN and YANG.Similarly, smart marketers know it’s independent web and large portals, not either or. In the basest terms, here’s why:
Wow! I have like 20 pageviews and I have no referrral traffic. Both the independent web and the portals need each other.
Total interdependence here between them – reminds me of peanut butter and chocolate – two great tastes that go great together – totally different, but complementary with ability to elevate each other
Ideal way to do this is to utilize both in a kind of Yin and Yang combo – right.Content is created on “native site” Shared by social portalsSocail actions bring content links to a new expanded audienceSocial landings happen when new audience comes back to the original content.
So you’re one of my smart marketers – you get that it all starts with great content. Challenge is that good content to you means something different than to me.Brand – good content helps sell the productConsumer – good content is what I’m interested inSeemingly at odds, unless brand can find or create the RIGHT content in the right context. Want to sell red shoes, selling the on a blog about shoes, where readers have CHOSEN to come to read about shoes, matters.
Plenty of our folks here from FM to have a conversation or talk more about this.