BITB -- We The Media
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BITB -- We The Media

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Michael Barber's presentation at agencyside's "Back in the Black" training for agency account teams.

Michael Barber's presentation at agencyside's "Back in the Black" training for agency account teams.

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BITB -- We The Media BITB -- We The Media Presentation Transcript

  • We the media.
    Michael Barber
    Back in the Black: April 28 – 29, 2011
    Photo by vonSchnauzer on flickr
  • 78% of people trust recommendations of other consumers.
    While only 14% of people trust advertisements
    Nielsen “Truth in Advertising” Research
  • 90% of people who can skip TV ads, do.
  • 84% of TV ad campaigns don’t generate a positive ROI
  • But(t), there is hope.
    Photo by Mat Honan on flickr
  • 1,330years
    Per day spent on Facebook
  • 1,966,514,819
    people are connected online
    10 years ago = 360,985,492
    ↑444.8%
  • 4 billion
    The number of images on Flickr.
  • The #2 Search Engine
  • What is earned media?
  • Paid, Earned & Owned Media
  • Paid v Earned Media
    http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/
  • Typical National TV Ad Campaign
  • Typical Earned Media Campaign
  • Story Time
  • “We estimate on YouTube there are about 146 million views of content related to Coca-Cola. However, only 26 million views were of content we created. The other 120 million views were of content created by others.”
    Joe Tripodi, EVP & CMO Coca-Cola Company, April 27, 2011
  • Monkey Email
  • Desperados Beer
  • Men with Cramps
  • The Greatest Movie Ever Sold
  • Nasty Gal
  • USA Energy Guide
  • Client conversations
  • Earned Media Requires
    Risk, Transparency &….
  • Earned Media Requires
    The understanding that your consumers own the brand.
  • Client Conversations
    Show them the stats
    Tell them the stories
    Help them craft their story
    Show them how it can move the needle
  • The planning process
    Earned Media
  • Step 1 – Goals/ROI/KPIs
    Brand awareness/repair
    Customer acquisition & lead generation
    Retention
    Customer service
  • Step 2 – Listen
  • Step 3 – Develop your story.
  • Step 4 – Develop the plan
  • Design
  • Content
    Good, relevant content rules the web.
  • “Liquid & Linked” Content
    Liquid = compelling, authentic, and culturally relevant
    Linked = supports overall marketing and business strategy
  • Seeding
    Blogger relationships
    Online influentials
    Across all social networks & optimized
    User forums
    News, PR, announcements
  • Engagement
    Earned media is social media. Social media = social.
    Engage with people as often as you can
    Be authentic
  • Conversion
    Leads
    Awareness
    Cost reduction
    Sales
  • Step 5 – Monitor & report
    Are we moving the needle?
    Monitor the conversation
    Connect sales to the earned media funnel
    Adjust as needed
  • Q&A
    Listening tools:
    http://www.convinceandconvert.com/social-media-monitoring/social-media-monitoring-tools-how-to-pick-the-right-one/
    http://www.marketingprofs.com/articles/2009/2915/13-essential-social-media-listening-tools
    http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand%E2%80%99s-social-mentions/
    MICHAEL BARBER
    @michaeljbarber
    http://michaeljbarber.com
    http://www.linkedin.com/in/michaeljamesbarber
    me@michaeljbarber.com
    (520) 591-1658