As stated earlier, it all needs to be circular. The process and the work flow of Agile Engagement require that listening, acting, reacting and reviewing be a continuous loop. In many ways, Agile Engagement is where earned media has evolved to . It has become so important to so many of our customers, and so many PR, social media and integrated marketing practitioners that PR Newswire has evolved its solutions to fully enable Agile Engagement.
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Agile engagement takes advantage of convergencehappening across paid, earned and owned media PAID EARNED OWNED MEDIA MEDIA MEDIA The lines between them are blurredA brand pays to Publicity gained A brand Conversation now place ad or when an continues across all owns content in a influencer a channel Earned media is channel promotes a brand increasing in importance• Advertising • Press pickup • Company blogs• Events • Blog mention • Company website Increased mobile usage• Direct • Social sharing • Company social is accelerating earnedMarketing • Word of mouth accounts media growth Ecommerce is becoming SOCIAL + MOBILE embedded into all, with the option to buy from a channel, ad or link
Support paid media campaigns PAID MEDIAwith high-quality content• Paid media (ads/events/marketing) – Spark conversation – Short-term impact• Adding high-quality content – Drive the conversation forward with shareable content and social campaigns (i.e. behind the scenes clips, how-to’s, infographics) – Support the spark of paid media to gain more earned media
Expand owned media to sustain OWNED MEDIAbuzz around brand• Create Web infrastructure of outposts and communities to house high-quality content BRAND BRAND FACEBOOK – Support paid campaigns to PAGE TWITTER amplify brand voice ACCOUNT – More brand-voiced Web real BRAND estate to help overshadow BLOG BRAND BRAND conflicting messages WEB YOUTUBE – Become go-to resources for SITE CHANNEL media & consumers – Increase social interaction BRAND and crowd-sourcing MICROSITES HOSTED COMMUNITIES
Distribute content to increase EARNED MEDIAearned media• Identify and target brand influencers – Journalists, bloggers, social• Disseminate to outposts/communities• Cover all media channels – ONLINE MENTIONS print, online, social, broadcast• Multimedia formats – text, photos, audio/video – More views – More social interaction
LISTEN, ANALYZE, STRATEGIZEMonitor what’s being said about your brand and industryand identify influencers key to these conversations
CREATE, CURATE, CUSTOMIZE Build an infrastructure of content engagement platforms • Combination of owned, partially-owned and third-party sites 3RD- 3RD- OWNED PARTY PARTY PAID WEB SITE SITE 3RD- EARNED MEDIA PARTY MEDIA OUTPOST PARTIALLY- SITE OWNED 3RD- 3RD- OWNED PARTY COMMUNITY PARTY WEB SITE SITE OWNED 3RD- 3RD-BRAND OUTPOST PARTY PARTY WEB WEB SITE SITE OUTPOST 3RD- SITE PARTY 3RD- OWNED PARTIALLY- PARTY SITE WEB OWNED SITE 3RD- 3RD- OWNED PARTY PARTY OUTPOST WEB COMMUNITY 3RD- SITE SITE PARTY 3RD- OUTPOST SITE PARTY SITE MOBILE BRAND Content Influence Spectrum THIRD-PARTY
CREATE, CURATE, CUSTOMIZECreate high-quality content NEWS ARTICLES LISTS PHOTOS VIDEOS STUDIES• Content created by you/your agencies to support paid media campaigns and amplify brand voice• Use a variety of content formats including multimedia elements (images, video, etc) to increase visibility and social interaction
TARGETEngage with journalists, bloggers and other influencerswho cover topics relevant to your brand journalists social media bloggers influencers
DISTRIBUTEDistribute a stream of your content to all channels ONLINE SEARCH NEWS SITES NEWSROOMS & SOCIAL MEDIA JOURNALISTS CONTENT BLOGGERS DISTRIBUTION PHOTO ARCHIVES MOBILE BROADCAST VIDEO SHARING
MEASUREMeasure results to improve content & expand reach Monitor earned media pickup Listen to social media feedback Identify new influencers Analyze effectiveness of channels & formats
For more information, readour free white paper:“Earned Media Evolved.”
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