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Best of Both Worlds:
           Leveraging Conversational
           Marketing for Success

        Laney Whitcanack, Chie...
Federated Media Publishing Confidential and Proprietary
WHAT IS THE
       INDEPENDENT
       WEB?
Federated Media Publishing Confidential and Proprietary
online properties
                   not owned and operated
                   by large media companies



               ...
5
Federated Media Publishing Confidential and Proprietary
where
            people
            choose
            to be
            online

                                        ...
7
Federated Media Publishing Confidential and Proprietary
THE WEB’S
                 GROWTH
                 ENGINE

Federated Media Publishing Confidential and Proprietary
1
                                                   BB
                                                          WEB’S GR...
a real channel
                                                          with robust
                                     ...
WHY
       YIN AND YANG
            NOT
        YIN OR YANG
Federated Media Publishing Confidential and Proprietary
IMAGINE A
           FACEBOOK FEED
           WITHOUT THE
           INDEPENDENT
           WEB?
Federated Media Publishin...
Federated Media Publishing Confidential and Proprietary
IMAGINE THE
           INDEPENDENT
           WEB WITHOUT
           PORTALS?
Federated Media Publishing Confidential and ...
Federated Media Publishing Confidential and Proprietary
PEANUT BUTTER AND CHOCOLATE
                                                          16
Federated Media Publishing Confid...
PEANUT
           BUTTER AND
           CHOCOLATE
                                                          17
Federated M...
WHAT
           SMART
           MARKETERS
           KNOW
Federated Media Publishing Confidential and Proprietary
THE ULTIMATE YIN & YANG COMBO
                                                                                            ...
CONTENT IS FUEL
                      MOBILE                               SOCIAL
                                        ...
Single most important
              action person or brand
              can do to increase
              online influence...
The challenge:
                   different definitions of great
                              content

                  ...
Content in
                                                               shareable
                        right         ...
Passion leads
           them to the
           site

           Passion leads
           them to
           share
       ...
Sharing is caring
                                    88%                              557%
                              ...
Independent web:
                                                     at scale and harnessed


                           ...
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Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 1 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 2 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 3 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 4 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 5 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 6 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 7 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 8 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 9 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 10 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 11 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 12 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 13 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 14 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 15 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 16 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 17 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 18 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 19 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 20 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 21 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 22 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 23 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 24 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 25 Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success Slide 26
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Federated Media Publishing - Best of Both Worlds: Leveraging Conversational Marketing for Success

  1. 1. Best of Both Worlds: Leveraging Conversational Marketing for Success Laney Whitcanack, Chief Community Officer 1 Federated Media Publishing Confidential and Proprietary
  2. 2. Federated Media Publishing Confidential and Proprietary
  3. 3. WHAT IS THE INDEPENDENT WEB? Federated Media Publishing Confidential and Proprietary
  4. 4. online properties not owned and operated by large media companies 4 Federated Media Publishing Confidential and Proprietary
  5. 5. 5 Federated Media Publishing Confidential and Proprietary
  6. 6. where people choose to be online 6 Federated Media Publishing Confidential and Proprietary
  7. 7. 7 Federated Media Publishing Confidential and Proprietary
  8. 8. THE WEB’S GROWTH ENGINE Federated Media Publishing Confidential and Proprietary
  9. 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. 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. 11. WHY YIN AND YANG NOT YIN OR YANG Federated Media Publishing Confidential and Proprietary
  12. 12. IMAGINE A FACEBOOK FEED WITHOUT THE INDEPENDENT WEB? Federated Media Publishing Confidential and Proprietary
  13. 13. Federated Media Publishing Confidential and Proprietary
  14. 14. IMAGINE THE INDEPENDENT WEB WITHOUT PORTALS? Federated Media Publishing Confidential and Proprietary
  15. 15. Federated Media Publishing Confidential and Proprietary
  16. 16. PEANUT BUTTER AND CHOCOLATE 16 Federated Media Publishing Confidential and Proprietary
  17. 17. PEANUT BUTTER AND CHOCOLATE 17 Federated Media Publishing Confidential and Proprietary
  18. 18. WHAT SMART MARKETERS KNOW Federated Media Publishing Confidential and Proprietary
  19. 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. 20. CONTENT IS FUEL MOBILE SOCIAL MEDIA DATA PAID MEDIA E-COMMERCE SEARCH 20 Federated Media Publishing Confidential and Proprietary
  21. 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. 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. 23. Content in shareable right = conversation context Independent web Federated Media Publishing Confidential and Proprietary
  24. 24. Passion leads them to the site Passion leads them to share 24 Federated Media Publishing Confidential and Proprietary
  25. 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. 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
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