Paid, Owned and Earned Media:Concepts and ExamplesPresented By: Liam Gibbs & Andre Britz
Agenda• Defining Paid, Owned & Earned Media• Earned Media – Concepts and Examples• Paid Media – Concepts and Examples• Conclusion & Case Study
What do we mean by “Paid, Owned and EarnedMedia”?
3 TYPES OF MEDIA PAID FOR OWNED EARNED• Adverts in • Your website • PR magazines, radio, • Your Facebook • Word of mouth websites page • Fan content on• Sponsorships • Your Twitter your Facebook stream page • Your database • Brand mentions • Your physical on twitter store • Your events • Your brochures
3 TYPES OF MEDIA: REACH VERSUS CONTROL REACH EARNED OWNED PAID FOR CONTROL
EARNED MEDIA =THE CONSUMER ASA MEDIA CHANNEL
HOW DO I GETCONSUMERS TOTALK ABOUT MYBUSINESS?
IT’S QUITESIMPLE REALLY..BE REMARKABLE
Case Study: Morton’s Steak House
“Over the past few years, I’ve developed an affinity forMorton’s Steakhouses, and if I’m doing business in a citywhich has one, I’ll try to schedule a dinner there if I can. I’ma frequent diner, and Morton’s knows it. They have aspectacular Customer Relations Management system in place,as well as a spectacular social media team, and they knowwhen I call from my mobile number who I am, and that I eatat their restaurants regularly. Never underestimate the valueof a good CRM system”.
Is it a stunt?Could be a case of:• Truly great CRM (based on customer history)• Truly great PR (based on being a social media influencer)Either way – a means to earn mentions
Why this works• Real world and social collide• Real time monitoring and response NB• Social Media used for CRM purposes: • Have remarkable interactions happen in a space build to remark• Use influencers to influence• Being remarkable!
Earned Media Tactics
A practical approach to driving consumerengagement:If it’s not paid, it’s earned
Given the practical definition, Earned Mediatactics / channels can include:• Social Media• Search Engine Optimisation• Email Marketing
Two thirds of the global Internetpopulation visit social networksSource: Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/
10% of total internet time is spent on a social networkSource: Nielsen, Global Faces & Networked Places, 2009 Credit: Catherine http://www.flickr.com/photos/mayeve/
What is social media good for?
Social Media for marketers: a space to• Publish content in a very “realtime” space• Allow interaction with your brand• Listen to your customers• Participate in conversations• Deliver value in a space customers are comfortable using• Innovate & be remarkable
Search Engine Optimisation
PAID RESULTSORGANIC RESULTS
• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month(* figures rounded)
Search engines are the doorway to theInternet 95% of Internet users use search engines 80% of sites are found through search engines
Top of search equates to top of mindawareness High ranking = brand value Can increase brand recall by 220%
SEO is what you do to position your brandand leverage the volume and uniquequalities of organic search trafficWhy is organic search traffic special?• Organic search traffic is qualified traffic• Organic search traffic is cost effective (high ROI)
• Universal search is growing: don’t forget the non text verticals (image, video, maps, news items, etc.)• Optimise all your digital assets to rank, and thus maximise your potential to get organic traffic.
SEO Summary• Google aims to rank valuable resources highly• So: SEO best practice + add value = rankings• High ranking is good for • Qualified traffic in high volumes (conversions) • Brand equity
According to the DMA, Email Marketing generated approximately $42.08 ROI for every $1.00 spent during 2010.It outperformed all other direct marketing channels.
Email strong points
We might miss a tweet or status update, butwe never miss an email. "Email marketing is still the best way a company can get itsmessage heard. An email message is always delivered to anin-box, and consumers are trained to check their in-boxesroutinely." - Mark Schmulen, General Manager of SocialMedia, www.crmbuyer.com, December 201095% of people with an email account check it at least once aday. – eCircle, European Social Media and Email MarketingStudy
Most effective uses of Email Marketing:• Consumer promotions and sales• Driving traffic to websites• Managing CRM• Increasing brand awareness
Earned Media Key Points:• Be remarkable• Make it easy for users to share• Social Media: think beyond Facebook – cross channel, online and offline aspects to a campaign• Content strategy is key
DistellPaid Media – What You Need To Know
Paid Media: What You Need To Know • Online platforms/channels: display media, PPC, ad networks, and mobile advertising • Ad types • User engagement, metrics and tracking • Jargon
Online Marketing Channels
Display MediaMobile PPC Ad Networks
Display Media Is Anything From…
Display Media Banner ads, CPM or sponsorships Premium space Examples of publishers: News24 Tonight Carmag Men’s Health TechSmart Memeburn
Pay Per Click
PPC: Search CPC Bidding system Examples: Google Yahoo! Bing Funnel Ananzi
PPC: Facebook Source: AdPlanner • Registered users acc to Facebook: 4 million over 18 • Targeting: • Country, City (includes between 10 and 50 mile radius) • Age, Gender, Relationship Status, Language, Education • Likes & Interests, Connections on Facebook, Workplace
PPC: Facebook• Listed demographics from checkfacebook.com• FB registration growth last 3 months: 2.35%• FB penetration overall (population): 7.73%• Internet penetration overall (population): 14% Source: Internet World Stats http://www.internetworldstats.com/ Source: checkfacebook.com
Ad Networks Network of publishers, pay to advertise in specific channels and not individual sites Burst Media, eType, Adtegrity, AdDynamo Automatically optimised on best converting site Blog networks: Adgator Google Display Network
The Google Display Network
The Google Display Network
Mobile Display advertising: banners, sponsorships, network buys MMS (Multimedia Message Service) SMS (Short Message Service) IVR (Interactive Voice Response): detects voice and touch tone Please Call Me Vouchers and Barcodes Hypertag (file transfer via Bluetooth)
Image and Text: Facebook ASU: Ad Space Unit
Other: Facebook Engagement Ads
Rich Media Examples• Road block: Porter’s Peak• Road block: Bacardi• Interaction MPU: J&B• Interaction Skyscraper: Gatorade• Page overlay: Jose Cuervo
Firefly Ad Examples• Nissan Juke
User Engagement, Metrics and Tracking
User Engagement and MetricsAd impression – a single view of one ad by a single user on a websiteClicks – the amount of times an ad had been clicked onCTR – Click Through Rate; the % of impressions that resulted in usersclicking on an adInteractions - The total number of user initiated actions. The numberincludes Clicks, Panel open, Flash movie replay, Video Mute/’SoundOn’/Pause, Full Screen Video mode Start/Pause/End, or CustomInteractions defined in an adInteraction rate - The percentage of Total Interactions out of ServedImpressions
User Engagement and MetricsMedia cost – This is the total cost for the ad for a specific period, based onone of the following pricing models:• CPM: Cost Per Unit x (served impressions/1000)• CPC: Cost Per Unit x total clicks• CPA: Cost Per Unit x total actions• Time-based: The cost is fixed for a prearranged time period• Flat Fee: The cost is fixed and is calculated as (Booked cost)/(Number of scheduled days/hours)Cost per Click - Average cost per click calculated as Total Media Costdivided by Total ClicksCost per Action - For cases where the report includes Cost Per Action (CPA)ads, this metric will show the total amount of cost that was caused byconversions that occurred
User Engagement and Metrics CPM CTR CPC Action RatePPC - Google Search R 60.00 1.00% R 6.00 10.00%PPC - Google Display R 25.00 0.20% R 12.50 10.00%PPC - Facebook ASUs R 3.00 0.02% R 7.00 10.00%Display - Premium (Standard) R 350.00 0.30% R 117.65 1.00%Display - Premium (Rich) R 450.00 0.60% R 75.19 1.00%Display - Ad Networks R 150.00 0.20% R 74.07 1.00%Mobile - Premium R 250.00 1.00% R 30.00 1.00%Mobile - Ad Networks R 100.00 0.20% R 5.00 1.00%
GA Conversion Tracking Google Analytics Advertising ROI: measure the success of display, search, new media and offline advertising efforts Uncover trends, patterns, and key comparisons with funnel visualization, motion charts, mapping, and more Create the reports, dashboards, and segments
Third Party Ad Serving
Display Media: Conversion Tracking Third party tracking to ensure metrics are reliable and accurate across media placements Track the consumer from impression through to conversion This is achieved by placing tracking tags on the relevant pages on the client’s web site
Display Media: Conversion Tracking Why third party ad serving: Ensure you get what you are paying for Track user interaction on rich media ad’s Track beyond impression and click, to conversion Accurate reporting and optimisation
OptimisationIn terms of CPA, CPC and CTRPlacements: above the fold, larger ad size, property, sectionAd: ad copy, file size, message, design and call to actionClicking through, landing page, optimiseGeo-targeting, frequency capping
The JargonPage impression - a single view of one page by a single user on a websiteAd impression – a single view of one ad by a single user on a websiteCPM - Cost per 1000 impressionsCPC/PPC - cost per click or Pay Per ClickCPA - cost per acquisitionSOV - share of voice, the % of ad impressions the brand holds vs. total for the websiteUB - a unique browser (as identified by cookie) that visits a websiteCTR – Click Through Rate; the % of impressions that resulted in users clicking on an ad
The JargonStandard media - ads that remain within a specified size and are not engaging (flash, gif, jpg)Rich media - ads developed with advanced multimedia technologies, engaging adsAd box / MPU / Medium rectangle - 300x250 or 336x280, the most popular ad placementBanner – high ad placement usually 468x60 or 468x120Leaderboard – top ad placement usually 728x90 or 770x60Skyscraper / Wide Skyscraper - the placement on the right that is narrow and long in height, 120/160x600Other sizes include: squares (250x250), small rectangles (220x240), mini skys (160x300), half page ad (300x600)
Summary – what we’ve learned
3 TYPES OF MEDIA: IMPACT OVER TIMEIMPACT PAID FOR OWNED EARNED TIME
Savanna 20 000 FansThe Idea: Celebrate the “10000fans” milestone with a positivecommunity initiative that wouldincrease brand talkability andbuild the community further.
Savanna 20 000 FansThe Mechanic: A friend-get-friend campaign: creating anincentive for users to invite theirfriends to Like the page and‘spread the dry’. Savannaoffered to donate one blanket toneedy animals for every 10 newLikes.
Like Sources Likes from Paid: 40%* These stats reflect the period 20 to 31 July only,The paid media campaign enhanced andaccelerated the organic growthDriven by a simple campaign mechanicand compelling charity cause.
The ResultOver 10 000 new users – doublingthe community size to 20 000+Very NB: a lot of talk in the social space