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