True Social Advertising - AdTech NY 2011 - Rustin Banks - BlogFrog
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The promise and delivery of social advertising Rustin Banks CEO BlogFrog
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Transcript of True Social Advertising - AdTech NY 2011 - Rustin Banks - BlogFrog
The promise and delivery of social advertising
Rustin Banks
CEO BlogFrog
I’ve built communities for 15 yearsFrom Dial-up Bulletin Boards To 65,000 Women Bloggers
(reaching 10 Million)
Now building communities and conversations for the worlds top brands…
Social crosses all marketing spends
• In 5 years, marketers will spend more on social, mobile, and video than search
MobileTechnology Solution
VideoTechnology Solution
SocialNeed a New Solution
Source: Forrester 2011 interactive marketing forecast
Social advertising is the new search engine marketing
Banner advertising on a social site is NOT social advertising
Get into the conversationQuit trying to be a distraction
Simple test: “Is my message in the widest column on the page?”
The interest graph is more relevant to brands than the social graph
Blogs and topic based social websites get the same # of visitors each month as Facebook
Technology
Social Graph Interest Graph
Entrepreneurship
Tennis
Boulder
High School
Friends from Colorado
Family
Work Friends
Leverage “Interest Graph Bloggers”
Turn your marketing message into an conversation then team with bloggers to
start that conversation on their blogs AND Facebook, and Twitter
Sponsored content is not enoughMust get friends/readers to SHARE your message
500,000 friends
50M friends friends
= Reach of a popular reality
TV show
Jenny of SouthernSavers.com
= 20% of US population
“Halo Effect” of social advertising
Bonus: Bloggers can create your “owned” content
From Pete Spande
Brands need to become publishers
Every companies blog should at least be partially
written by popular bloggers
You don’t need an earned media strategy, you need a
content strategy
from savings.com
Case Study: ABC News & UNF
Content created by 65 top bloggers
reaching 4 million
16 Million impressions across blogs, FB, Twitter in
2 months
Over 15,000 signups in first few weeks
800 other bloggers joined in just two
weeks
Case Study: Allstate
Story contest seeded by 40 top
bloggers reaching 3M
4.2 Million impressions across blogs, FB, Twitter
Over 11,000 votes in just 4 weeks
3 week turnaround and ~$20k
Case Study: Horizon Dairy
Brand community led by top mom
bloggers
Thousands of conversations each
month
DHA Push received 7M impressions on blogs, FB, Twitter
3,000 members in first two months
Case Study: IntuitIntuit’s “Love a Local Business” campaign
turned into a conversation
14 Million impressions across blogs, FB,
Twitter in 2 months!
Conversation seeded by 73 top bloggers
reaching 3M
5 pages of Intuit branded search results
for “Love Local Business”
~2000 nominations
