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Conversation Ads “Bringing the Conversation to the Conversation”

Conversation Ads Bring the Conversation to the Conversation

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Page 1: Conversation Ads Bring the Conversation to the Conversation

Conversation Ads“Bringing the Conversation to the Conversation”

Page 2: Conversation Ads Bring the Conversation to the Conversation

Blogs and bloggers continue to gain eyeballs and

influence.Over 120 million blogs, 74,000 blogs created in last 24 hours.1

73% of internet users read blogs and 55% write comments on blogs.2

34% of bloggers post opinions about products and brands on their blog.21 Neilson Blog Pulse www.blogpulse.com 2 Universal McCann Wave 3, March 2008

Page 3: Conversation Ads Bring the Conversation to the Conversation

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Serious money is won or lost in conversations on

blogs. 50% of blog readers say a blog

influenced their decision to buy.3

3 www.buzzlogic.com

Page 4: Conversation Ads Bring the Conversation to the Conversation

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Conversation Ads

Designed to influence blogs and bloggers by

bringing relevant, real-time, company

sponsored conversations to blog posts

3 www.buzzlogic.com

Page 5: Conversation Ads Bring the Conversation to the Conversation

1. Real-time conversations

happening across the social web

2. Conversation Ad tool pulls relevant conversations

and provides control

•Pull all conversations relevant to company

•Feeds from company controlled sources and / or user generated sources across blogs, microblogs, YouTube, and social network sites

•Can create unique streams based upon key words

•Ability to filter and set parameters

3. Conversation Ad is updated in real-time

Lotusphere 2010 call for abstracts is openSeptember 22 2009

Lotus goes after Microsoft’s ridiculous and fabricated’September 22 2009

Lotus Knows I’m & SosaSeptember 21 2009

Lotusphere 2010 call for abstracts is openSeptember 22 2009

Lotus goes after Microsoft’s ridiculous and fabricated’September 22 2009

Lotus Knows I’m & SosaSeptember 21 2009

Lotusphere 2010 call for abstracts is openSeptember 22 2009

Lotus goes after Microsoft’s ridiculous and fabricated’September 22 2009

Lotus Knows I’m & SosaSeptember 21 2009

4. Conversation Ads are placed in relevant posts across the Blogosphere

Page 6: Conversation Ads Bring the Conversation to the Conversation

Standard Rich Media

Banner

Conversation Ad Banner

Ad is designed to interrupt

Produced weeks or even months ahead of time

Out of context to what person is reading

Ad designed to add value to reader

Content is sponsored by brand and filled with real-time updates related to blog topic. Can include mentions of brand and / or include brand conversations

Contextual relevance = higher engagement & higher clicks

Lotusphere 2010 call for abstracts is openSeptember 22 2009

Lotus goes after Microsoft’s ridiculous and fabricated’September 22 2009

Lotus Knows I’m & SosaSeptember 21 2009

Page 7: Conversation Ads Bring the Conversation to the Conversation

Conversation Ads becomes a real-time method of linking

your brand to the most influential chatter and

conversations.

Page 8: Conversation Ads Bring the Conversation to the Conversation

Case Studies

Page 9: Conversation Ads Bring the Conversation to the Conversation

• Although IBM has been a leader in establishing and maintaining company blogs they needed a means to extend the reach of the blogs and show thought leadership in the marketplace.

• Conversational Ads were utilized to gather the most influential blog posts related to topics being discussed by IBM and then placed in Conversation Ads.

• Ad units were populated with real time data as well as an RSS feed from IBM blogs and then placed across the Blogoshpere.

Units were created for Technorati on behalf of IBM

Case Study: IBM

Page 10: Conversation Ads Bring the Conversation to the Conversation

Case Study: IBM

Page 11: Conversation Ads Bring the Conversation to the Conversation

• In the movie “9”, robots take over the world.

• Conversational Ads were utilized to gather the most influential blog posts related to robots and placed in an ad unit along with a movie trailer for “9”.

• Ad units are populated with real time data and then placed across the Blogoshpere where posts discussed robots.

Units were created for Technorati on behalf of Focus Features

Case Study: Focus Features Films

Page 12: Conversation Ads Bring the Conversation to the Conversation

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Case Study: Focus Features Films

Page 13: Conversation Ads Bring the Conversation to the Conversation

Contact

Greg WoodPresidentWoodhouse A full service social media [email protected]

www.woodhouseblog.comwww.twitter.com/heygregwoodwww.facebook.com/heygregwoodwww.slideshare.com/woodhousesm