Tyler Tanaka of postrelease shares best practices for Real-Time Content Marketing at ForumCon Chicago on September 27, 2011.

1. REAL-TIME
CONTENT MARKETING
Tyler Tanaka
Vice President of Business Development
tyler@postrelease.com
Chairman SEMA Street Performance Council
Twitter/LinkedIn: @tylertanaka

2. • 13 years as an interactive agency (Cie Studios): Scion, VW,
Pioneer, Dodge, Nitto Tire, Meguiars, Sparco
• Social Game Development: Car Town: State Farm, Toyota, Honda,
NASCAR, Indy, NBC Universal OMD, RPA, Saatchi, Starcom, Tribal...
• PostRelease: Content Marketing Platform for Forums

3. PostRelease placements
Ford has just launched the brand new 2012 Mustang
Customizer. The new and improved virtual car building
experience is filled with new feature rich improvements
over the previous version, including complete graphics
Share

4. “The Internet has fundamentally changed the pace of
business, compressing time and rewarding speed.”
David Meerman Scott

6. “I would like to make you an offer of
employment. As a Congressman, you
are known for your intensity and
perseverance. I believe that this
attitude ...will make you a valuable
asset to this corporation."

7. 99
273
109

8. Savvy marketers are
creating compelling content
yet are still challenged to get it
in front of the right audience.
Communities provide a
tremendous way to reach the
right demographics to
jumpstart the success of No shift
marketing campaigns
6% More ads
More On Content

9. Advertisers are converting

10. Major participants

11. Why content rules
CONSUMER LEAD ENGAGEMENT VALUABLE
TRUST GENERATION vs. PROSPECTS
DISTRACTION
Provides info that Drive quality traffic with Educate and inform, Build brand and
helps make decisions targeted placements develop and nurture product loyalty

12. It’s all about the content well

13. Content complements
DISPLAY SEARCH SOCIAL CONTENT

14. TMYMCSL “...I’m on a horse” campaign

17. Marketing in real-time helps you
• Develop a business culture that encourages speed over sloth
• Read buying signals as consumers interact with your content
• Engage reporters to shape stories as they are being written
• Command premium prices by delivering placements at speed
• Deploy technology to listen in on millions of discussions
• Crowdsource content development and marketing materials

18. You Are Here

22. Holding high value and standing out
• South Coast Plaza - Costa Mesa, CA
• Exclusive brands and luxurious experience
• Top grossing revenue mall in United States • Everyday price drop...
• A generic shopping experience
• Often holds a negative public opinion

23. Creating a new perceived value
• Filled with stigmas and stereotypes
• Strong community but not thought of as first class
• High traffic filled with interaction and communication

24. Use data to positively influence
Blogs strongly influence
visitors decisions
Forums have extensive and
influential audiences

26. Content checklist

27. Build it for the search engines

28. Is it easy to engage with?

29. The right place, for the right people

30. Make the content work for you

31. Harness the power of the social graph

32. Brands create plenty of content

33. • Sometimes you
have to help with the
creative process
Ford has just launched the brand new 2012 Mustang Customizer. The new and improved virtual
car building experience is filled with new feature rich improvements over the previous version,
including complete graphics and paint options, wheels,interior options and performance
modifications.
Check out the customizer yourself above with the all new interactive interface and options or visit
www.Ford.com/Mustang to try it at the full Mustang site.
Follow Ford Mustang: Share this:

34. Working with agencies
• Use terms “Community” and “Enthusiasts”
• Show data: forum users are a powerful audience
• Show relevant discussions
• Show the search impact
• Remember that they need scale
• Do the work for them

35. In conclusion:
• Create your own content, as often as possible
• Follow the content checklist
• Curate other online content, editorialize and re-post
• Work in real-time
• Use data and research to validate your site and audience
• Make it easy for advertisers to participate with your site
• Content accelerates SEO and page views

37. THANK YOU
Tyler Tanaka
Vice President of Business Development
(562) 285-0297
tyler@postrelease.com
Twitter/LinkedIn: @tylertanaka
info@postrelease.com | t: 562.285.0297 | 562.285.0506 | postrelease.com
111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802
PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this
material are registered trademarks and are used to identify products and services of their respective owners.

39. BROADCAST YOUR
SPONSORED CONTENT

40. Our Mission:
To provide the scale and control of display advertising,
with the relevancy and power of content marketing.

41. Video at www.PostRelease.com

42. Broadcast your message
The sponsored content is automatically matched and distributed to
thousands of placements, directly in the content well.

43. Scalable & relevant distribution
Create your message one time,
PostRelease formats the message After your message is broadcast to
to match each sites look and feel. the network of relevant sites - your
placements are then auto-optimized
PostRelease automatically matches based on click rates.
your content to relevant sites.

44. Optimization = High performance
Content-based unit, relevancy and auto-optimization results in:
5-10x the performance of traditional display ads

45. PostRelease delivers a
premium ad unit:
• Automatically formatted to match the
look of each site placement
• Embedded images and/or video
• Multiple lines of text
• Multiple calls to action
Ford has just launched the brand new 2012 Mustang Customizer. The new and
improved virtual car building experience is filled with new feature rich improvements
over the previous version, including complete graphics and paint options,
• Social media fan page links
wheels,interior options and performance modifications.
Check out the customizer yourself above with the all new interactive interface and
options or visit www.Ford.com/Mustang to try it at the full Mustang site.
• Links to share content on both
Facebook and Twitter
• Multiple creative variations running
concurrently on network
Follow Ford Mustang: Share this:

46. • CPM based display

47. Premium placement
Premium placement
• Placed within the blog roll
• Locked in the 2nd position

48. • Complete campaign
management system
• Automated
contextual matching
• Flight dates, daily
budget limits
• CPM pricing with
CPC + bidding
planned for the future

49. Robust platform
The PostRelease platform is already built and has handled over 10,000 insertions. The
robust software includes publisher, advertiser and admin dashboards as well as a
relevancy engine, site traffic monitoring, and a keyword indexer.

50. Simple integration
• PostRelease currently has
350+ signed publishers
with a combined reach of
20+ million users
• vBulletin integration
• Wordpress plug-in
• Simple and easy
integration for all other
types of forum software
and web sites

51. Growing network of verticals

52. Tyler Tanaka
Vice President of Business Development
(562) 285-0297
tyler@postrelease.com
Twitter/LinkedIn: @tylertanaka
info@postrelease.com | t: 562.285.0297 | 562.285.0506 | postrelease.com
111. W. Ocean Blvd. | 18th Floor | Long Beach, CA, 90802
PostRelease is a registered trademark of Cie Digital Labs, Inc. All names trademarks, logos, and icons in this
material are registered trademarks and are used to identify products and services of their respective owners.