CONVERSATIONALMEDIA TODAYJAMES GROSSVICE PRESIDENTFEDERATED MEDIA

CONSUCONSUMEEM DIATODAYWE DON’T JUST

WE…

EM

TODAYWEDON’T JUST

DIAMECONSUWE…

WE…

CREATE

REACTDISCUSSPARTICIPATE

WE…

CREATE

REACTDISCUSSPARTICIPATE

INTERNET GROWTH

PORTALS

INTERNET

776,000,000 MONTHLY UNIQUE VISITORSCONVERSATIONAL MEDIA

(IN MILLIONS)

THE BRAND HOMEPAGE: THEN

THE BRAND HOMEPAGE: NOW

Search loves conversations

ARE EXPERTS IN CONVERSATIONAL MEDIA

HAVE EXECUTED OVER 250 CM CAMPAIGNS IN THE PAST 3 YEARS

WORK WITH THE WEB’S LEADING CONTENT PARTNERS

WORK WITH THE WORLD’S SMARTEST MARKETERS AND ADVERTISERS

WE…AT FM

1.125

BILLIONPAGEVIEWS

100+

53SOCIALMEDIABRANDS

MILLIONUNIQUEUSERS

CONVERSATIONALMARKETING PROGRAMS

FM CAPABILITIESSPONSORSHIPOPPORTUNITIES

IABMEDIA

VIDEO ADVERTISING

CUSTOMIZABLE PROGRAMS

RESULTS

RadioShack Invention LabGoal: Reach “Backyard Scientists” and drive in-store salesProgram Components: •Custom RadioShack online video invention lab hub•Dynamic co-branded media on FM sites such as

•Make, Ubergizmo, Gizmodo and BoingBoing Gadgets.

Engagement:• Avg time spent 4:20 per

visit• Avg 4.6 pages per visit

Amplification:• “Social interaction leads to

spontaneous discovery leads to brand renewal for an "old" retail brand.” –No Revolution, media industry blog post

Equity:• Google search rank no.1

for Invention Lab hub

Pre-populated shopping list moved people from

interest to purchase

RESULTS

Luvs Mom SpeakGoal: Reach savvy moms and promote the price point of LuvsProgram Components:•Dynamic content based ad units drove awareness•Custom hub site with savvy, cost conscious parenting tips from leading FM parenting authors including

•Parent Hacks, Cool Mom Picks and Savvy Source

Engagement:• 400 user comments

Amplification:• Picked up by non FM

parenting blogs including babycheapskate and blogs@babycenter

Equity:• Google search for “Baby

Equipment List” ranks hub site at no. 6

RESULTS

3-A-Day DairyGoal: Create awareness around the importance of 3 healthy dairy products per dayProgram Components: •Custom dairy section within Confessions of a Pioneer Woman•User generated recipe submission contest •RSS fed units across FM’s women’s interest and parenting sites •Including Dooce, Parent Hacks and Start Cooking

Engagement:• Over 2,000 recipe

submission• 5,000+ comments in the

first 8 hours of contestAmplification:• More than 2,100 del.icio.us

bookmarks for Pioneer Woman Cooks section• Over 250 Google

Blogsearch results for “Pioneer Woman Dairy”

Equity:• Searches for top dairy

keywords show Pioneer Woman Cooks site on page 1

RESULTS

PLACE SCREENSHOT HERE

PLACE SCREENSHOT HERE

BMW Graffiti ContestGoal: Create awareness for new 1 Series model launchProgram Components: •Facebook Graffiti contest•Custom BMW Pure hub with FM author contributions from

•Leftlane News, AutoSpies, NotCot and Top Speed

Engagement:

• 9,000 drawings• 500,000 votes

Amplification:

• Picked up across the Web including Twitter and New York Times

RESULTS

PLACE SCREENSHOT HERE

PLACE SCREENSHOT HERE

ASUS/Intel WePCGoal: Crowd source a dream laptop and create a loyal community that evangelizes ASUS and IntelProgram Components: •Online hub site with graffiti capabilities, video and PC development ideas

Engagement:• More than 22,000 user

interactions (drawings, ideas, votes) in first 6 weeks

Amplification:• Hundreds of social and

main stream media mentions

Equity:• Google search for “Dream

Laptop” ranked WePC hub as no. 2 result

TRADITIONAL PUBLISHERSTODAY’S PUBLISHERS

YOU CAN SPEND YOUR MARKETING BUDGETS

BUYING MEDIA……OR SPEND IT

MAKING MEDIA

THANK YOU