We dive into how local business can understand and utilize the paid, earned, and owned content and media spaces to be in front of their customers, where their customers are located... in their pocket or desktops. Presentation was originally presented in Yellow Springs (3/19/15) by Kenny Brightman. Program was underwritten by High Street Communication for the Yellow Springs Chamber of Commerce.

1. LIONANDPANDA.COM
Kenny Brightman III
kenny@lionandpanda.com
@KBrightman
Alex Culpepper
alex@highstreetcom.com

2. Driving Traffic + Results
Local Marketing

3. YELLOW SPRINGS IS A
SPECIAL PLACE

4. THERE ARE HIKERS

5. THERE ARE POETS

6. THERE ARE BIKERS

7. AND BIKERS

8. THERE ARE COW-PETTERS

9. AND BERRY PICKERS

10. THERE ARE COLLEGE
STUDENTS

11. THERE ARE UNIVERSITY
STUDENTS

12. THERE ARE FAMILIES

13. THERE ARE COUPLES

14. THERE ARE RETIRED COUPLES

15. THERE ARE ARTISTS

16. THERE ARE
DIFFERENT
TYPES OF
ARTISTS

17. BUT THERE’S...
A LOT OF ARTISTS

18. ALL OF THESE PEOPLE HAVE
ONE THING IN COMMON

19. THEY’RE
ALL
CARRYING
THE SAME
THING IN
THEIR
POCKET

20. WHILE IT MAY DRIVE SOME
CRAZY, AND WANT TO DO...

21. THIS.

22. IT’S ALL ABOUT ACCESS TO INFORMATION

23. WHAT ONCE LOOKED LIKE THIS

24. NOW LOOKS LIKE THIS.

25. PEOPLE WANT TO FIND
WHAT THEY WANT TO KNOW

26. AFTER A WALK…
WHERE’S THE RIGHT
PLACE TO GET A CUP OF
COFFEE

27. BEST RESTAURANT IN TOWN
w/ A PATIO?

28. WHERE CAN I TAKE A YOGA
CLASS?
IS IT THE RIGHT ONE FOR ME?

29. WHAT WOULD IT COST
TO MOVE HERE?

30. WHAT ABOUT MOVING
MY BUSINESS?

31. PEOPLE SEARCH FOR WHAT
THEY NEED
CAN THEY FIND YOU?

32. “RESTAURANTS NEAR ME”

33. WHAT DO THEY FIND?

34. ARE YOUR
HOURS UP
TO DATE?

35. YOUR REVIEWS ARE UP TO DATE, GLOWING, AND AMAZE YOUR

36. GOOGLE MAPS 100%
FILLED OUT?

37. ...OR ARE YOU HIDING?

38. WHEN EVERYTHING IS A CLICK AWAY,
IF YOU AREN’T THERE,
YOUR COMPETITORS PROBABLY ARE

39. Q. WHERE ARE THESE
REVIEWS?
A. JUST HOPE YOU’RE NOT A
RESTAURANT...

40. DO YOU KNOW
WHAT YOUR
YELP! REVIEWS
LOOK LIKE?

41. THEY’RE NOT
THE ONLY ONE.
FIND YOUR
PROFILES, AND
KNOW YOUR
REVIEWS

42. FIND YOUR NICHE
AUDIENCE. DO
THEY HAVE A
COMMUNITY OR
APP ALREADY
BUILT?
IF SO, JUMP ON IT!

43. THESE REVIEWS WILL SHOW UP WITH YOUR
LISTING/S. HOW CONVENIENT!

44. Q. WHERE DO I GO?
A. GOOGLE PLACES

45. GOOGLE
PLACES IS
CRITICAL
FOR SETTING
UP YOUR
LOCAL
BUSINESS

46. .

47. .

48. .

49. Q. I’M ALREADY THERE.
WHAT’S NEXT?
A. GOOGLE ADWORDS

50. .
BRING IN NEW WEBSITE VISITORS, GROW ONLINE SALES, GET THE PHONES RINGING OR KEEP CUSTOMERS COMING BACK

51. TARGET BY GEOGRAPHIC FOOTPRINT

52. .
… OR GO GLOBAL.
YOU CAN TARGET YOUR SERVICES IN ANY CITY AROUND THE WORLD

53. PEOPLE TEND TO
THINK OF GOOGLE
ADWORDS JUST FOR
SEARCH,
BUT DISPLAY ADS
AND REMARKETING
WILL PUT YOUR AD
IN FRONT OF PEOPLE
WHO HAVE BEEN TO
YOUR SITE BEFORE.
THIS BUILDS BRAND
RECOGNITION AND
TOP OF MIND
BRANDING.
BE THERE OR BE
SQUARE.

54. PAY FOR WHAT CLICKS.
SET YOUR BUDGET.
SOME SPEND A FEW
HUNDRED.
SOME ARE COMFORTABLE
WITH TENS OF
THOUSANDS.
KNOW WHAT YOU WANT
TO ACCOMPLISH.

55. Q. BLAH, BLAH, BLAH
A. WORDS

56. INTEGRATING DIGITAL
Paid > Owned > Earned

57. 3 TYPE OF
INTEGRATED
DIGITAL MEDIA
1. PAID MEDIA 2. OWNED MEDIA 3. EARNED MEDIA

58. The terms earned, owned and paid media
have become very popular in the digital
marketing space. Together they can be
applied as a simple way for digital
marketers to categorize and ultimately
prioritize all of the media options they
have today.
INNOVATIVE COMMUNICATIONS

59. YOUR MEDIA
STRATEGY
INTEGRATING

60. TYPES
MEDIA

61. CONTROLLED COMMUNICATIONS. FROM WEBSITES TO MICROSITE, SOCIAL
MEDIA TO BLOGS, OWNED MEDIA ARE PLATFORMS FOR
PROVIDING CONTENT. THESE ARE PLATFORMS TO DRIVE TRAFFIC TO.
THE GOAL OF THE MICROSITE IS CONVERTING INTEREST INTO CUSTOMERS.
WHAT IS OWNED MEDIA?
WHY USE OWNED MEDIA?
WHAT IS THE GOAL OF OWNED MEDIA?

62. PINPOINT TARGETING. PAID MEDIA HAS CHANGED FROM
IMPRESSION BASED TO CONVERSION BASED. DIGITAL ADVERTISING
CAN BE HIGHLY TARGETED. OUR MEDIA BUY STRATEGY WILL PUT
ADVERTISEMENTS IN FRONT OF USERS AT SPECIFIC ORGANIZATIONS
AND THOSE WHO HAVE VISITED THE WEBSITE AND/OR MICROSITE.
WHAT IS PAID MEDIA?
IS PAID MEDIA EFFECTIVE?
WHO WILL OUR MEDIA BUY TARGET?

63. EMPOWERING THE CROWD. FROM SHARING POSTS ON LINKEDIN TO
EMAILING A WHITE PAPER BEING A THOUGHT LEADER IN AN INDUSTRY
HAS ADVANTAGES. CASE STUDIES AND BLOGS ARE SHARED AMONG
COLLEAGUES. BUILDING ENGAGING CONTENT THAT IS HIGHLY
SHARABLE IS THE KEY.
WHAT IS EARNED MEDIA?
HOW DOES THIS HELP OUR EFFORTS?
WHAT IS THE KEY TO SUCCESS?

64. ADVERTISING
PAY PER CLICK
DISPLAY ADS
RETARGETING
PAID INFLUENCERS
PAID CONTENT PROMOTION
SOCIAL MEDIA ADS
SHARING
MENTIONS
SHARES
REPOSTS
REVIEWS
WEB PROPERTIES
WEBSITE
MOBILE SITE
BLOG SITE
SOCIAL MEDIA CHANNELS
Leverage owned,
earned, and paid media
for a comprehensive
marketing strategy
Gain more exposure to
web properties with SEO
and PPC
Propel sharing & engagement
with paid promotion
SEO & brand content
drive earned media
(sharing) & traffic

65. OF YOUR
COMMUNICATIONS
THE HUB

66. MOVING STRATEGICALLY IS CRITICAL TO SUCCESS.
A MICROSITE ALLOWS US TO CREATE AN ENVIRONMENT FOR A SPECIFIC
DEMOGRAPHIC. WE CAN INTRODUCE THEM TO DATA POINTS THAT ARE
CRITICAL TO THEIR BUSINESS MAKING DECISIONS INSTEAD OF HAVING
THEM DRILL DOWN THROUGH THE CORPORATE SITE.
WHY USE A MICRO-SITE?
CAN’T WE SEND THEM TO OUR WEBSITE?
WHAT ARE THE BENEFITS?

67. DIFFERENT CONVERSATIONS.
different audiences.

68. CHANNELING THE CONVERSATION. SCRATCH FOODS HAS TWO
BRANDS: MEALS FROM SCRATCH AND SCRATCH EVENT CATERING. ONE
PROVIDING HEALTHY PREPARED MEALS, THE OTHER FUN/SEXY MEALS
FOR MODERN EVENTS. OUR DESIGN HELPED USERS NAVIGATE TO THE
CONTENT THEY NEEDED QUICKLY.
CASE STUDY EXAMPLE
SCRATCH FOODS
MULTI-SITE

70. MICROSITE
TIMELINE

71. KEEPING THE COMMUNITY INFORMED. WARBY PARKER HAS BEEN
INNOVATIVE IN UTILIZING MICROSITES TO PROVIDE THEIR ANNUAL
REPORTS. YEAR AFTER YEAR THEY RELEASE A NEW MICROSITE TO
HIGHLIGHT A YEAR’S WORTH OF ACCOMPLISHMENTS AND
COMPANY GROWTH.
CASE STUDY EXAMPLE
WARBY PARKER
ANNUAL MICROSITE

72. .

73. .

74. .

75. MARKETING IS NO LONGER
ABOUT THE STUFF THAT
YOU MAKE, BUT THE
STORIES YOU TELL.”
+SETH GODIN
“

76. THROUGH
INFOGRAPHICS
CLARITY

77. GRAPHICS
INFO

78. SIMPLIFYING DATA. IN TODAY’S BUSINESS ENVIRONMENT GETTING
PEOPLE TO QUICKLY UNDERSTAND DATA IS PARAMOUNT.
HIGHLIGHTING INITIAL GROWTH AND ABOVE AVERAGE PROFIT
MARGINS PROMINENTLY TO INTERESTED PARTIES CAN MEAN MORE
THAN A 10 MINUTE CONVERSATION.
WHY USE A INFOGRAPHICS?
WHAT INFORMATION CAN BE UTILIZED?
WHAT ARE THE BENEFITS?

79. HIGHLIGHTING VALUE. BOOST REWARDS NEEDED TO CHANGE THE
CONVERSATION AND SHOW THE VALUE OF THEIR PROGRAMS IN
EMPLOYEE RETENTION. WE BROUGHT KPIs TO THE FOREFRONT OF
THEIR WEBSITE TO HELP INTERESTED PARTIES UNDERSTAND THE
NEED AND THE VALUE TO THEIR BOTTOM LINES.
CASE STUDY EXAMPLE
BOOST REWARDS
INFOGRAPHICS

80. .

81. GRAPHY
VIDEO-

82. A MILLION WORDS. IF A PICTURE IS WORTH 1,000 WORDS,
A MINUTE OF VIDEO IS WORTH 1.8 MILLION ACCORDING TO
FORRESTER RESEARCH. VIDEO ALSO INCREASES EMAIL OPEN
RATES AND CONVERSIONS. YOUTUBE TOWERS OVER BING AND
YAHOO AS THE #2 MOST POPULAR SEARCH ENGINE IN THE US.
WHY VIDEO?
WHAT ARE THE BENEFITS?
HOW DOES VIDEO AFFECT SEARCH?

83. STORIES THAT SELL. VIDEO IS THE MOST COMPELLING WAY TO
TELL YOUR STORY. THROUGH VIDEO ANIMATION WE WERE ABLE TO
EASILY EXPLAIN THE BENEFITS OF EUROSHEETS, A NEW PRODUCT
TO THE AMERICAN MARKET THAT LOOKS TO HELP MILLIONS WITH
MARITAL PROBLEMS IN THE BEDROOM.
CASE STUDY EXAMPLE
EUROSHEETS
ANIMATED VIDEO

84. .

85. MARKETING
COMMUNICATIONS
INBOUND

86. MARKETING
INBOUND

87. DRIVING TRAFFIC. INBOUND MARKETING INVOLVES PROMOTING A COMPANY
THROUGH BLOGS, PODCASTS, E-NEWSLETTERS, WHITEPAPERS, SEO, SOCIAL MEDIA
MARKETING AND OTHER FORMS OF CONTENT MARKETING TO ATTRACT
CUSTOMERS.
WHAT IS INBOUND MARKETING?
WHAT TYPES OF MEDIA ARE USED?
WHAT IS THE GOAL OF INBOUND MARKETING?

88. - Hugh MacLeod
IF YOU TALKED TO PEOPLE THE WAY ADVERTISING TALK TO PEOPLE, THEY’D PUNCH YOU IN THE
FACE. - HUGH MACLEOD

89. - Hugh MacLeod
THE GOOD NEWS
IS, THEY’RE HYPER-
CONNECTED. THE
BAD NEWS IS, THAT’
S ALL THEY ARE.

90. POSTS
FACEBOOK
INTRODUCE
ENTERTAIN
INFORM
SOLVE
DIRECT

91. POSTS
FACEBOOK
INTRODUCE
ENTERTAIN
INFORM
SOLVE
DIRECT

92. PAID
FACEBOOK
BOOSTED
SIDEBAR / NEWSFEED
DARK POSTS
RE-MARKETING

93. INSTAGRAM
#HASHTAGGING
DISCUSSION
ASSOCIATIVE
AUDIENCE REACH

94. PINTEREST
VISUAL INTEREST
SYNDICATION
INFORMATIONAL
RE-PIN REACH

95. LINKEDIN
AUDIENCE SHIFT
PROFESSIONAL POSITION
AD TARGETING
DIRECT CONNECTING
B2B OVERLAP

96. TWITTER
#HASHTAGGING
DISCUSSION
ASSOCIATIVE
AUDIENCE REACH
PAID

97. MEERKAT
LIVE AND INTERACTIVE
DOES THIS FIT YOUR
BIZ?

98. OTHERS
FIND YOUR AUDIENCE
BE KNOWN FOR WHAT
YOU DO BEST
KNOW YOUR AUDIENCE

99. THERE IS R.O.I. IN
ANYTHING THAT PEOPLE
PAY ATTENTION TO, BUT IF
YOU DON’T KNOW HOW TO
USE IT, YOU LOSE”
+GARY VAYNERCHUK
“

100. ONLINE PRESENCE AUDIT
Mobile + Responsiveness
“Starting April 21, we will be expanding our
use of mobile-friendliness as a ranking signal.
This change will affect mobile searches in all
languages worldwide and will have a
significant impact in our search results.
Consequently, users will find it easier to get
relevant, high quality search results that are
optimized for their devices.” - Google

101. ADVERTISING
PAY PER CLICK
DISPLAY ADS
RETARGETING
PAID INFLUENCERS
PAID CONTENT PROMOTION
SOCIAL MEDIA ADS
SHARING
MENTIONS
SHARES
REPOSTS
REVIEWS
WEB PROPERTIES
WEBSITE
MOBILE SITE
BLOG SITE
SOCIAL MEDIA CHANNELS
Leverage owned,
earned, and paid media
for a comprehensive
marketing strategy
Gain more exposure to
web properties with SEO
and PPC
Propel sharing & engagement
with paid promotion
SEO & brand content
drive earned media
(sharing) & traffic

102. LINKEDIN
TWITTER
FACEBOOK
GOOGLE +
YOUTUBE
VIMEO
KEYWORDS
TITLE TAGS
LOCAL LISTINGS
BACKLINKS
SOCIAL MEDIA
GOOGLE ADWORDS

103. IF YOU HAVE MORE MONEY
THAN BRAINS, YOU SHOULD
FOCUS ON OUTBOUND
MARKETING. IF YOU HAVE
MORE BRAINS THAN MONEY,
FOCUS ON INBOUND
MARKETING.”
“
+GUY KAWASAKI

104. CONCLUSION

105. Our goal is to create an integrated
communication strategy that combines
paid, owned and earned media that will
deliver tangible results through inbound
marketing principals for you organization.
STRATEGY BEFORE DESIGN.

106. LIONANDPANDA.COM
Kenny Brightman III
kenny@lionandpanda.com
@KBrightman
Alex Culpepper
alex@highstreetcom.com