The Law of Content on the Web, Speaker — Joseph Frydl (Federated Media Publishing)
1. 1
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
PROPRIETARY
2. HIGH ORDER BIT
“…In computer science, the term „high
order bit‟ refers to the most significant
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
bit in a binary number; it‟s the bit with
the greatest value.”
PROPRIETARY
2
3. THE LAW OF CONTENT ON
THE WEB
“The Value of Content on the Web is
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
directly proportional to the number of
connections it starts or sustains.”
PROPRIETARY
3
4. THE WEB IS SOCIAL
CONTENT
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
CONVERSATIONS
PERCEPTION
& INFLUENCE
PROPRIETARY
4
5. THE SOCIAL WEB
THEROLE OF CONTENT ON
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
5
PROPRIETARY
6. THE LAW OF CONTENT
VALUE IN TV & PRINT
“The Value of Content is directly
proportional to the efficiency with which
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
it delivers “eyeballs.”
AKA – Les Moonves‟ Law
PROPRIETARY
6
7. SUCCESS ON THE SOCIAL WEB
CONTENT
With Social Energy
CONTENT CONVERSATIONAL
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
MARKETING MEDIA
Put the content to work for Capitalize on context to amplify
brands brand messages
PROPRIETARY
ENHANCED BRAND
PERCEPTION & INFLUENCE 7
8. CONTENT THAT IS 53 TIMES
MORE LIKELY TO BE TWEETED
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
8
PROPRIETARY
9. IT STARTS WITH SOCIAL
CONTENT ROOTED IN REAL LIFE
FOOD PARENTING BUSINESS
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
TECHNOLOGY BEAUTY/STYLE SHELTER/DESIGN
PROPRIETARY
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10. INTEL&
FEDERATED MEDIA PUBLISHING
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
10
PROPRIETARY
11. THE IMPORTANCE OF CONTEXT
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
11
PROPRIETARY
12. CAPITALIZING ON CONTEXT
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
PROPRIETARY
DEMO
DFA‟s publicly available industry-standard benchmarks
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13. THE BENEFIT OF
RESPECTING CONTEXT
4%
Click Thru Rate on
Video Units
53% Lift in purchase intent
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
346%
Higher than DFA’s
benchmark for
interaction rates
_% Earned Media Stat
PROPRIETARY
• DFA’s publicly available industry-standard benchmarks
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14. THE LAW OF CONTENT ON
THE WEB
“The Value of Content on the Social Web
is directly proportional to the number of
FEDERATED MEDIA PUBLISHING CONFIDENTIAL AND
connections it starts and sustains.”
Focus on Content with Social Energy
Put that Content to Work for your
PROPRIETARY
Brand
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Notes de l'éditeur
Had to look this up. Taking it to mean that I need to provide something to you of great value.So let’s be ambitious…
A simple statement that actually explains a lot of diverse phenomena such as …why FB is valued the way it is even though it creates and licesnes no content. It explains why novelists and musicians who cultivate their audiences through SM find it easier to montize their content at greater values. And it explians the ascendacy and importance of bloggersLet’s unpack it a little, prove that its true and then see what that means for marketers who want to take advantage of it
To prove the point, imagine a facebook feed without the content links.Contain sustains connections and makes new ones…
In addition to the FB IPO, we have the TV upfronts this week. Note that this is also a Law. It is true. TV is not dead and it does this very well and a lot of people make a lot of money because of it. It’s why GRPs are so important to measuring TV. In this model, “eyeballs” are a passive, fungible commodity. Relationships between those eyeballs – and even relationships between those eyeballs and the content and the brands that surround the content are not really important.While this law is true in TV and print – it does not work on the social web. That’s why thinking in terms of GRPs on the social web is a mistakeNOT AN ARGUMENT AGAINST SCALE but rather an argument for acertain kind of scale – Call it social scale
This is a great example of exploiting the law of content value on the social web. It’s not super models on the runway but fashion bloggers themselves who have a deep connection to their audiences. This unique event and subsequent piece of film becomes a new way to sustain the relationship they have with their audience – that’s valuable – for the bloggers, for audience members and for Intel who benefits by being featured in content that deepens this relationship between audience and content creator. Would it work on TV? Probably less effectively. It’s content that is most valuable on the social web
The person who made this sign has either an incredibly well developed sense of irony or is completely tone deaf to context.This picture represents everything that is wrong with digital media