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Federated Media has spent some time educating the ad industry on the power and potential of blogs and their authors.

Recently, they've been developing content that goes beyond the banner and utilizes their blog network. An interesting example of this is a recent campaign for Toshiba laptops that's been running on the FM Network, sites like Boing Boing.

It's a simple banner that allows you to ask a laptop question and get a reponse from experts or the community in general. The linkage to the brand's positioning is through the notion of "experts", Toshiba being the laptop experts.



Browse around the site and you will find answers to all kinds of laptop questions and importantly, they don't all "plug" Toshiba laptops.

It's an interesting idea and a good example of going beyond the banner to create a branded utility.

My only criticism of the idea is about its uniqueness. The problem for Toshiba is the web is awash with tips and advice for laptop owners or prospects, it's a hard area to "own".

However, the idea of link ad content to expert content is a really smart one and it's just a matter of time before someone does something amazingly creative and useful by linking the two together.


Posted by Ed Cotton
Influx Ideas 07 is a conference about the future of marketing and branding.

It's designed to be provocative, inspiring and entertaining.

This year's speaker line-up includes:

Sarah Rich-Managing Editor-Worldchanging.com

WorldChanging.com works from a simple premise: that the tools, models and ideas for building a better future lie all around us. That plenty of people are working on tools for change, but the fields in which they work remain unconnected. That the motive, means and opportunity for profound positive change are already present. That another world is not just possible, it's here. We only need to put the pieces together.

Becky Saeger-Chief Marketing Officer- Charles Schwab

The Charles Schwab Corporation provides securities brokerage and financial services to individual investors and the independent investment advisors who work with them. As one of the nation’s largest financial services firms, Schwab serves around 6.8 million client brokerage accounts, 584,000 corporate retirement plan participants, 150,000 banking accounts – all representing around $1.3 trillion in client assets.

Reuben Steiger-Founder-Millions of Us

Millions of Us is a company dedicated to helping businesses understand and harness the power of virtual worlds.

Once the stuff of science fiction, virtual worlds are becoming central to the future of marketing, technology, entertainment and brand-building. We believe this has to do with consumers' desire to be engaged in a dialogue by the companies they love. We also feel that in the future, wise companies will use virtual worlds as places to assemble active communities of their most passionate supporters.

Millions of Us is led by founder Reuben Steiger and President Christian Lassonde. Prior to founding Millions of Us, Steiger ran Business Development for Linden Lab, creator of Second Life. Lassonde was Linden Lab’s Director of Product Management.

The company is headquartered in San Francisco, California.

Chas Edwards- Publisher and Chief Revenue Officer-Federated Media

At FM, our mission is to connect independent weblog authors, marketers and influential audiences in an ongoing conversation that feeds everyone involved.FM represents outstanding authors whose sites cater to cultural influencers, technology decision makers, early adopters and business leaders. Our first "federation," focused on digital business and culture, reaches millions and millions of unique readers every month. New federations in the small business, media/entertainment and parenting categories, representing millions of entrepreneurs, upscale consumers and families, are in the process of launching as well.

Kent Nichols- Creator-Ask a Ninja

Ask A Ninja is one of the largest independent video podcasts on the net today, with over 300,000 viewers for each new episode released. Technorati ranks it solidly among its Top 100 Blogs — more than 3,100 sites link to the Ninja. One of Forbes Magazine's top "Fictional Stars," the Ninja has been featured on CNN and ABC News, and praised in Ad Age, the New York Times Magazine, Wired Magazine, the Wall Street Journal, BusinessWeek, the Washington Post and on National Public Radio. It is also the recipient of two "Podcast Peer" awards, including one for favorite video podcast. Additionally, the show was recognized as "best series" in the inaugural YouTube video awards. Delivering its quirky wit at the speed of lightning, Ask A Ninja is redefining American humor.

Scott Wyatt- Partner- NBBJ Architects

For more than 60 years, NBBJ, a leading global architecture and design firm, has helped companies and organizations create innovative places. From top-performing world headquarters—including Reebok, Starbucks and Telenor—to state-of-the-art healthcare facilities—including collaboration on seven of the top 10 US News and World Report Honor Roll hospitals—NBBJ has designed communities, buildings, products, environments and digital experiences that enhance people’s lives. The firm has nine offices worldwide, including Seattle, San Francisco, Los Angeles, Columbus, New York, London, Dubai, Beijing and Shanghai.

The event is being sponsored by AIGA SF

Early bird tickets are priced at $165 (iincluding breakfast and lunch), this pricing will be available until the 19th of August, when ticket price will be increased to $195.

You can now book and register for our conference Influx Ideas 07 at Eventbrite.