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Signal Chicago

Michael Gutkowski/President, Sales & Marketing

09/11/2012

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Too Many Messages, Not Enough Engagement

Source: 2005 Yankelovich Marketing Receptivity Survey, TechCrunch “A Framework for the $10B+ Native Advertising Market” June 2012

5,000

500

9%

0.1%

1970 1980 1990 2000 2012

Daily Marketing Messages CTR

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The Currency of Conversation is Content

Source: *comScore July 2012, Data Sift Competitive Study April 2012

TRENDHUNTER SOCIAL REACH AND SCALE The Difference of Passion Based Content: Intimacy & Influence

“We get emails all the time from readers thanking us for the site and sharing how the site has changed their lives. People tweet how AoM is second only to the Bible for their guide to life. It's very humbling, but also daunting.” – Brett McKay, Art of Manliness

AoM content is tweeted more than content from competitors, comparatively

11X 117K Facebook “Likes” as of August 2012

US unique visitors

1MM 50% Lift in average user’s Klout Score compared to Klout’s average of 20

4

Fueling Brand Success on the Social Web

Conversational Marketing

=

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What is Content Marketing?

Information and experiences that may provide value for an audience in specific contexts

Content

brand to achieve brand marketing goals

Marketing

What is Native Advertising?

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Editorially integrated, not boxes and banners 

Encourages experience, doesn’t stand in the way of it 

Enables brands to participate, not distract  

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The Origin of Native

“It’s interesting that the ads which are “native” to a site – in other words, that are driven by text … that follow a site’s design approach, do best… I’ve argued for the past few years that advertising needs to not interrupt, but rather be part of a site’s dialog.”

- John Battelle’s Searchblog, June 25, 2006

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The Evolution of Native

?

Our content helps brands be native to these closed

platforms…

Promoted Videos

Promoted Tweets

Sponsored Stories

2009 2010 2011 2012

Content Series & Sponsored Posts

2006

…We Also Make Brands Native to the Open Web

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From Theory to Practice

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The Droplet: What’s Making Ripples

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Passion Based Publishers Behind SmartWater

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Creating a Currency of Conversation on Facebook…

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…And Across the Open Web

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The Results

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Social Dramatically Exceeded Expectations…

Vs. Goal

+ 55%

+ 590%

+ 30%

419% Earned Media ROI

194% Social Actions

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…As Did Native Advertising Performance

+400% CTR

(Performance vs. benchmark)

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