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

THE CONVERSATIONECONOMY SOCIAL TOOLS CREDIT TO: BRIAN SOLIS HTTP://WWW.BRIANSOLIS.COM/

F luid P ortfolio Representing the top social brands online. E xperts 250+ CM Executions S cale Over 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……

T RENDS…

THE ARCHITECTURE OF PARTICIPATION

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

BUILDING A FUNNEL

TWITTER EATS WORLD

INTERNATIONAL REACH

WHO’S USING TWITTER? NOT DRIVEN BY THE USUAL SUSPECTS

3 RD PARTY APPLICATIONS

O PPORTUNITIES…

WAYS TO LEVERAGE CREDIT TO: WIKINOMICS HTTP://WWW.WIKINOMICS.COM/BLOG/

BUT….. WHO HANDLES SOCIAL? PUBLIC RELATIONS CRM MARKETING INTERNAL COMM SOCIAL

O PPORTUNITY? SOUNDS…… COMPLICATED EXPENSIVE TIME CONSUMING NOT 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 FOLLOWERS March 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

C ASE S TUDIES….

IS IT ALL ABOUT TWITTER? CREDIT TO: IBLIBIO HTTP://IBLIBLIO.ORG

B EST P RACTICES C ONVERATIONAL M ARKETING

LAUNCH PHASE:

MOMENTUM PHASE:

EFFICIENCY PHASE:

C ASE S TUDIES….

CONTENT AS MARKETING UTILITY

AUDIENCE PARTICIPATION

PLATFORM API, CONTENT, COMMUNITY

LET’S DO THIS! James Gross, Vice President, Ad Products & Sales [email_address] @thejames @federated_media