content & consumer influence, luke beatty, vice president, general manager yahoo
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SIGNAL LA: THE CONTENT MARKETING CONVERSATIONLos Angeles/ February 9, 2011
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CONTENT & CONSUMER INFLUENCE
Luke BeattyVice President, General Manager
February 8, 2011
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THE YAHOO! CONTRIBUTOR NETWORK
400,000AUTHENTIC
VOICES
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CONTEXT = CONTEXTUALADVERTISING
2005
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CONTEXT = HYPER-TARGETED DISPLAY
2008
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CONSUMER INFLUENCE
70%of the content you
consume on a daily basis is
crowd sourced.
30%of the content you consume on a daily basis is by someone
you know.
Source: EMC Source: Pew
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CONTEXT = CONTENT MARKETING
2011Brand relevant assignments
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CONTEXT = CONSUMER ACTIVATION
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CONTEXT = CONSUMER ACTIVATION
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CROWD SOURCED EDITORIAL DEVELOPMENT