The promise and delivery of social advertising

Rustin Banks

CEO TapInfluence (formerly 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

Thank you!

Rustin BanksCEO TapInfluence (formerly BlogFrog)

http://tapinfluence.com

rustin@tapinfluence.com

@rustinb