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Tyler Tanaka of postrelease shares best practices for Real-Time Content Marketing at ForumCon Chicago on September 27, 2011.
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REAL-TIME CONTENT MARKETING
Tyler TanakaVice President of Business [email protected]
Chairman SEMA Street Performance CouncilTwitter/LinkedIn: @tylertanaka
• 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
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
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PostRelease placements
“The Internet has fundamentally changed the pace of business, compressing time and rewarding speed.”
David Meerman Scott
“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."
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Savvy marketers arecreating 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 marketing campaigns
No shift
More ads
More On Content
6%
Advertisers are converting
Major participants
CONSUMER TRUST
Provides info that helps make decisions
LEAD GENERATION
Drive quality traffic with targeted placements
ENGAGEMENTvs.
DISTRACTION
VALUABLE PROSPECTS
Educate and inform, develop and nurture
Build brand and product loyalty
Why content rules
It’s all about the content well
DISPLAY SEARCH SOCIAL CONTENT
Content complements
TMYMCSL “...I’m on a horse” campaign
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
You Are Here
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
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
Forums have extensive and influential audiences
Blogs strongly influence visitors decisions
Use data to positively influence
Content checklist
Build it for the search engines
Is it easy to engage with?
The right place, for the right people
Make the content work for you
Harness the power of the social graph
Brands create plenty of content
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:
• Sometimes you have to help with the creative process
• 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
Working with agencies
• 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
In conclusion:
[email protected] | 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.
Tyler TanakaVice President of Business Development
(562) [email protected]
Twitter/LinkedIn: @tylertanaka
THANK YOU
BROADCAST YOURSPONSORED CONTENT
Our Mission:
To provide the scale and control of display advertising, with the relevancy and power of content marketing.
The sponsored content is automatically matched and distributed to thousands of placements, directly in the content well.
Broadcast your message
Create your message one time, PostRelease formats the message to match each sites look and feel.
PostRelease automatically matches your content to relevant sites.
After your message is broadcast to the network of relevant sites - your placements are then auto-optimized based on click rates.
Scalable & relevant distribution
5-10x the performance of traditional display ads
Content-based unit, relevancy and auto-optimization results in:
Optimization = High performance
Follow Ford Mustang:
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.
Share this:
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
• Social media fan page links
• Links to share content on both Facebook and Twitter
• Multiple creative variations running concurrently on network
• CPM based display
Premium placement
• Placed within the blog roll
• Locked in the 2nd position
Premium placement
• Complete campaign management system
• Automated contextual matching
• Flight dates, daily budget limits
• CPM pricing with CPC + bidding planned for the future
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.
Robust platform
• 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
Simple integration
Growing network of verticals
[email protected] | 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.
Tyler TanakaVice President of Business Development
(562) [email protected]
Twitter/LinkedIn: @tylertanaka
