Earned Media in a Digital World March 11, 2009

Earned Media is...

Earned Media is... A view

Earned Media is... A view A vote

Earned Media is... A view A vote A retweet

Earned Media is... A view A vote A retweet A comment

Earned Media is... A view A vote A retweet A comment A subscriber

Earned Media is... A view A vote A retweet A comment A subscriber An incoming link

Earned Media is... A view A vote A retweet A comment A subscriber An incoming link Earned eyeballs

Earned Media is Buzz.

So how do you get it?

1. Put someone young in charge. 1. Start with a Plan.

1. Put someone young in charge. 2. Put someone digitally savvy in charge. 1. Start with a Plan.

1. Put someone young in charge. 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.

1. Put someone young in charge. 4. Listen and Engage . 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.

4. Listen and Engage . 5. Create Content. 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.

4. Listen and Engage . 5. Create Content. 6. Be Honest and Transparent. 3. Get the Tools. 2. Put someone digitally Savvy in charge. 1. Start with a Plan.

1. Put someone young in charge. 4. Listen and Engage . 5. Create Content. 7. Be Authoritative and Passionate . 6. Be Honest and Transparent. 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.

2. Put someone digitally savvy in charge. 1. Start with a Plan. 4. Listen and Engage . 5. Create Content. 7. Be Authoritative and Passionate . 6. Be Honest and Transparent. 8. Be Consistent and Patient. 3. Get the Tools.

When the Post is Special: Go the Extra Mile

It begins with the post...

It begins with the post... A DIGG

It begins with the post... A DIGG A Reddit

It begins with the post... A DIGG A Reddit A shout

It begins with the post... A DIGG A Reddit A shout A tweet

It begins with the post... A DIGG A Reddit A shout A tweet A request to RT

It begins with the post... A DIGG A Reddit A shout A tweet A request to RT A note to a listserv

It begins with the post... A DIGG A Reddit A shout A tweet A request to RT A note to a listserv Blogger relations

Example: “Ask Helen”

Come Up With New Content What: A video series with Helen Thomas where I crowdsource questions for her via social networks. I then present each to her sitting inside her cubicle and capture the responses on my Flip camera.

Use Multiple Platform Delivery How: When the video is uploaded, I go the extra mile and pass out the URL using all of these distribution channels.

Engage in Conversation Next, I engage with the viewers, respond to their feedback and thank them for the ideas.

Measure for Spikes. Measure for Engagement. And Continue Testing New Ways to Create Content, Format it, and Distribute. Finally, I measure what the top referring sites to better inform my content and outreach next time around.

Thank You. Erica Anderson is a new media producer/reporter. Her work has appeared on MTV, CNN, Associated Press, USA Today and more. Email: [email_address] Twitter: @EricaAmerica Weblog: www.EricaAmerica.com