Branded entertainment is one of the most effective ways to achieve brand awareness and audience engagement, especially when today's consumer has a shorter attention span as well as fewer dollars to spread around. By making your brand a celebrity, you can cut through the clutter to reach a dedicated audience and develop a relationship to enhance and support your other online and offline marketing and public relations efforts
Throughout this presentation you will learn:
1. What branded entertainment is
2. How and where branded entertainment is used
3. How organizations are achieving success through branded entertainment
4. How you can develop your own branded entertainment campaigns to make your brand a celebrity
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
Branded Entertainment: Is Your Institution's Brand a Celebrity?
1. Is Your Brand A Celebrity @damiennavarro #eduwebconf Is Your Institution’s Brand A Celebrity
2. What You’ll Learn (at least I hope so) What branded entertainment is “for higher education” How and where branded entertainment is used How organizations are achieving success through branded entertainment How to determine where to use B.E. using social listening
4. Does your brand Pride itself in being “in the know”? Have an active voice? Have a fan base who creates content FOR you? Take advantage of positive PR and battle negative PR? Support a Cause? Establish trends?
5. Or is your Brand Out of touch, “old school” and/or boring? Having trouble creating engaging content? Struggle from the “silo” effect? Suffering from brand confusion or lack of awareness? Attempting to increase it’s digital footprint?
6. What is Branded Entertainment Branded entertainment, also known as branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. It give a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program. (Not so commercial)
7. The Theories Behind Edutainment! 7 Persuasion Theory - Psychological characteristics affect the response of a person to messages. Aristotle
8. The Theories Behind Edutainment! 8 Theory of Reasoned Action – Social influences “content” affect behavior, including beliefs and perceived social norms Ajzen, Fishbein
9. The Theories Behind Edutainment! 9 Diffusion Theory – Television may plant the idea, but social networks reinforce it and cause it to grow Rogers
10. Survey Says… 80 percent agree B.E provides for alignment of brand with relevant content 72 percent believe B.E. has the ability to make stronger emotional connections 72 percent believe B.E. builds brand affinity with a desired target group/demographic 48 percent says B.E. provides for protection from increased consumer control Association of National Advertisers survey on branded entertainment: Madison+Vine: Branded Entertainment Survey, [1] ANA Advertising Financial Management Conference, 05/03/05
11. Branded Entertainment Timeline Soap Opera Sponsors – 50’s 30 Second Ad Spot – 60’s Product Placement – 1896 – Today Cause Campaigns & Events - Early 00’s Games / Viral / Webisodes – Late 00’s UGC, Social & Experiential - 2010
12. Relevant Uses for B.E. Content Student recruitment, acquisition and retention Capital campaigns and Alumni engagement Staff and faculty recruitment “Customer Service” –overcoming objections, FAQ’s Search Engine Optimization (SEO) & ranking New market entry / test theories / pilot projects Reputation management and positioning Publicity and Awareness
15. 15 Because visiting social sites is now the 4th most popular online activity – ahead of personal email. (Nielsen, Global Faces & Networked Places, 2009) Time spent on social networks is growing at 3x the overall internet rate, accounting for ~10% of all internet time.
16. 16 Because 2/3 of the Global Internet Population are on it (including soccer moms, billy-bob and grandma) (Nielsen, Global Faces & Networked Places, 2009)
17. 17 Because social media intelligence can predict trends better than traditional research at much lower costs – Hp Labs, 2010
18. Content Sharing Continues To Grow 18 Over 1.2 Billion YouTube videos viewed per day 20 hours of video uploaded to YouTube every minute 50 million Tweets per day, 600 Tweets per second Over 4 billion images hosted on Flickr
19. Which Direction are you Going? Celebrity to The World vs. Celebrity to Us Appeal to the Ego of your audience Deepen the connection through acknowledgement What channels do you use, for which audience? What assets and content can you leverage? Yours, theirs? How is brand loyalty rewarded? put on the box? Who do you
21. Opportunities using Branded Original Content Demand for “edutaining” content and control Take advantage of compelling stories “fans” tell Make the institutional impact more accessible (Mobile to Global) Unprecedented opportunity for to re-use content via technology
44. YouTube gives accessibility to national audienceWhat we measure Awareness / Footprint Sharing of Content Engagement Chatter & Buzz
45. Commentary – Publishing, Twitter & Blogging THINK LIKE A PUBLISHER Talk about Institutional Culture Share content, make it easy on yourself Live a day in the life of … Reveal industry insights – offer knowledge Recognize staff, influencers and partners Ask questions, take suggestions and ideas 28 What we measure Followers / Subscribers Engagement Content Syndication http://www.onlinedegreeworld.com/blog/2009/top-100-edu-tweeters/
54. Getting Started 5 Questions to Consider Where our we challenged in our business process? How do we increase our positive digital footprint? How do we enable our “fan” base How do we guide an audience through our process? How do we influence decision making? 31
55. Student Lifecycle Evaluation Framework Phase 1 Initiator or follower Phase 2 Introduction to idea & awakening of needs Phase 3 Research and self identification Phase 4 Self Assessed + Brand Search Phase 8 Fan & Loyalty Or Disgruntled & Disengaged Enroll/Yield Apply / Conversion Alumni / Retention Opportunity Target Search Lead Qualif. Lead Vulnerable and Emotional Framework for guiding strategy and tactics
56. Student Lifecycle Evaluation Framework Phase 8 Fan & Loyalty Or Disgruntled & Disengaged Phase 5 Deeper Research, Experience, Community Phase 6 Q & A, On-Site, Examination of sentiment & reputation Phase 7Final Decision, Seeking Influencer Opinion Cost, Payment Enroll/Yield Apply / Conversion Alumni / Retention Opportunity Target Search Lead Qualif. Lead Educated and Influenced Framework for guiding strategy and tactics
57. Student Lifecycle Evaluation Framework Phase 1 Initiator or follower Phase 2 Introduction to idea & awakening of needs Phase 3 Research and self identification Phase 4 Self Assessed + Brand Search Phase 5 Deeper Research, Experience, Community Phase 6 Q & A, On-Site, Examination of sentiment & reputation Phase 7Final Decision, Seeking Influencer Opinion Cost, Payment Phase 8 Fan & Loyalty Or Disgruntled & Disengaged Enroll/Yield Apply / Conversion Alumni / Retention Opportunity Target Search Lead Qualif. Lead Educated and Influenced Vulnerable and Emotional The flow of influence from Retention & Alumni can be just as impactful or detrimental
58. 35 Popular for Wrong Reasons Remember Them D-List Who? A-List Measurement & Listening
59. Evaluating Your Celebrity, Content and Influence Standard Awareness Metrics – Tracking impressions, video views, page views created through social campaigns Quality of Audience – How does social media traffic rank in terms of quality compared to others sources of traffic? Engage/Disengage Ratio – With respect to social profiles, tracking drop-off or lack of engagement in “fans” and followers
60. Evaluating Your Celebrity, Content and Influence Actions Taken - Create promotions, events, and tasks specific to an audience or campaign “Customer Service” Metrics – How do you measure the success of other customer service or reduction in FAQ’s, e-mail, etc.? Volume of Conversation – Did you create something that got people talking? What is the volume of that conversation, the influence?
61. 5 Ways to Start Monitoring 38 Set up alerts for general branded keywords monitoring Google Alerts Yahoo Pipes General monitoring on social media search engines Free Services: Social Mention Keotag Paid Services: Radian 6
62. 5 Ways to Start Monitoring 39 Search Twitter Twitter Search Twitter Alerts: Twilert and TweetBeep Twitter dashboards: TweetDeck and Twitscoop
63. 5 Ways to Start Monitoring 40 Search Blog Posts and Comments Backtype – tool for monitoring blog comments Cocomment – tool for comments management Yacktrack – search for comments on your content from Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs
64. 5 Ways to Start Monitoring 41 Find industry / program specific discussion boards BoardTracker– get instant alerts from threads citing your name Boardreader and Big Boards
65. 5 Ways to Start Monitoring 42 Track your Institutional brands' affinity to other brands with Social Bookmarking Del.icio.us Digg Reddit StumbleUpon
71. Observations:B.E. Opportunities Amplify and broadcast student excitement upon acceptance Mobilize student population to participate in dialog around schools Mobilize students/alumni to act as ambassadors to student prospects Proactively support positive online brand awareness
73. My Top Ten Identify your audience and business needs first (remember it’s not you) Be honest when evaluating what you’re capable of sustaining Look across alternative industries Observe what’s the audience is watching, sharing and creating Gain momentum through small, measurable, experiments Leverage your resources – talent? Task and Reward the Community to Promote Protect Your Users – Protect Your Brand Continually Monitor, Measure and Manage your Community & Endeavors Silence the “Devil’s Advocate”
74. Thank you for your time! PPT available at: http://www.slideshare.net/EarthboundMediaGroup Damien S. Navarro Managing Partner dnavarro@visitemg.com @damiennavarro
Editor's Notes
The pioneering Lumiere Brothers, who created the first motion picture projector in 1895, recognized immediately the potential their invention had to influence the masses. Their 1896 short film, "Washing Day in Switzerland," was one of the first motion pictures ever projected on a screen -- and it featured strategically-placed cases of Sunlight Soap.Rebel without a cause
March 2009 –‘Member Communities’2 has overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.
These are stats from 2009 and some from january 2010 for facebook
Who: Sir Alexander Fleming discovered penicillin in 1928
Google Alerts are email updates of the latest relevant Google results based on your choice of query or topic. You can subscribe to each alert through email and RSS. The alerts track blog posts, news articles, videos and even groups. Set a “comprehensive alert,” which will notify you of stories, as they happen, for your name, your topic, and even your company. Yahoo! Pipes is also a good tool for aggregating and combining feeds into one central repository.Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. It allows you to track mentions of your brand across all of these areas.The results are aggregated from the top social media sources, such as Flickr, YouTube, Digg, Delicious, Twitter and more. Like the other services, you can subscribe to your results by RSS or email. Other social search engines include Serph and Keotag.
Backtype is a tool for monitoring blog comments. If people commented on various blog posts, citing your name, you never used to have a way of tracking it, until now. Backtype is a service that lets you find, follow, and share comments from across the web. Whenever you write a comment with a link to your Web site, Backtype attributes it to you.Use it to remind yourself where you commented, discover influencers who are commenting on blogs that you should be reading, and continue conversations that you started previously. You can even subscribe to these comments using RSS. coComment is another tool that will help you manage your comments across the web.Yacktrack lets you search for comments on your content from various sources, such as Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs. For instance, if you comment on a blog, you can locate other people who are commenting on that same blog post and rejoin the conversation.My favorite feature of this tool is the “Chatter” tab, which allows you to perform keyword searches on social media sites and then notifies you of instances of your brand name. Yacktrack’s search page results also give you an RSS feed for the search term. You can also use Commentful and co.mments to track your social comments on the web.
Along with blogs and traditional news stories, discussion boards are another channel where people can gather in a community and talk about you. Most people disregard discussion boards until they see other sites commenting on information viewed on them. Use boardtracker.com to get instant alerts from threads citing your name.Boardreader and Big Boards are other tools that work similar to this one
Social Bookmarking: follow services such as Digg, Reddit, StumbleUpon, and Delicious.