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Earning an Audience in Real-Time
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Earning an Audience in Real-Time

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Pete Spande, Chief Marketing Officer
Federated Media

Published in: Technology, Business

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  • Good content changes people ’s actions. It diverts people to new activities. Good ad creative will create interest and exploration. Authorities with information will direct you to things you didn ’t know existed. Friends recommendations based on expertise and experience will lead you to new discoveries. Great entertainment and attractions will draw you into new environments.
  • When people ask me for an earned media strategy, I recommend they focus on a content strategy that is connected to their advertising strategy and is designed to be shared.
  • When people ask me for an earned media strategy, I recommend they focus on a content strategy that is connected to their advertising strategy and is designed to be shared.
  • This translates precisely to the web.
  • Need kick ass conversationalist examples.
  • Search: The more content is discussed, the higher it ranks in Search results, which are becoming increasingly social
  • Search results Landing page 2.0 Facebook/Twitter/etc. Offline
  • Transcript

    • 1. Earning an audience in real time Paid I Owned I Earned Federated Media Publishing Confidential and Proprietary Smartphone Advantage: Easy access to your stuff Parallel Galaxy features: LivePanel, Music, HD Video, Allshare
    • 2. Your message Here !
    • 3. Your message Here !
    • 4.  
    • 5.  
    • 6.  
    • 7.
      • “ I need an earned media strategy! ”
    • 8.  
    • 9.
      • Owned
      Earned Paid
    • 10.
      • Owned
      Earned Paid
    • 11. INTEREST EARNS AN AUDIENCE THAT AUDIENCE TAKES A VARIETY OF SOCIAL ACTIONS ON CONTENT , sharing it to their social graph. SOCIAL ACTIONS BRING CONTENT LINKS TO A NEW AND EXPANDED AUDIENCE , increasing the Projected Audience Reach. PROJECTED AUDIENCE “ EARNED MEDIA” THAT PROJECTED AUDIENCE DRIVES “EARNED” TRAFFIC BACK TO CONTENT THROUGH CLICKBACKS ON POSTS AND SHARED URLS. We call these clickbacks Social Landings. 2 3 4 THE NATIVE SITE AUDIENCE - comprised of loyal readers, natural search, and various syndication sources – views content. 1
    • 12. CONTENT MAKES GREAT AD CREATIVE
    • 13. (Social) Search Social Networks Email Syndication Mobile CONTENT MAKES FRIENDS, STRANGERS, AND EXPERTS YOUR CHAMPIONS Blogs and Microblogs
    • 14. WHICH PAYS YOU BACK IN OTHER WAYS SEARCH RELEVANCE (#1 in organic search ranking) REBLOGGING SOCIAL RELEVANCE
    • 15.  
    • 16.  
    • 17.
      • Earned media isn' t a replacement for paid advertising
      • Each piece of content is a sentence of a story rather than the entire book
      • Make it easy to share content in numerous ways
      • Give your content a home base you own
      • Your content strategy will evolve as the conversation evolves
    • 18. THANK YOU

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