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

  • 1. We the media.<br />Michael Barber<br />Back in the Black: April 28 – 29, 2011<br />Photo by vonSchnauzer on flickr<br />
  • 2. 78% of people trust recommendations of other consumers. <br />While only 14% of people trust advertisements<br />Nielsen “Truth in Advertising” Research<br />
  • 3. 90% of people who can skip TV ads, do. <br />
  • 4. 84% of TV ad campaigns don’t generate a positive ROI<br />
  • 5. But(t), there is hope.<br />Photo by Mat Honan on flickr<br />
  • 6. 1,330years<br />Per day spent on Facebook<br />
  • 7. 1,966,514,819<br />people are connected online<br />10 years ago = 360,985,492<br />↑444.8%<br />
  • 8. 4 billion <br />The number of images on Flickr.<br />
  • 9. The #2 Search Engine<br />
  • 10. What is earned media?<br />
  • 11. Paid, Earned &amp; Owned Media<br />
  • 12. Paid v Earned Media<br />http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/<br />
  • 13. Typical National TV Ad Campaign<br />
  • 14. Typical Earned Media Campaign<br />
  • 15. Story Time<br />
  • 16. “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.”<br />Joe Tripodi, EVP &amp; CMO Coca-Cola Company, April 27, 2011<br />
  • 17. Monkey Email<br />
  • 18. Desperados Beer<br />
  • 19. Men with Cramps<br />
  • 20. The Greatest Movie Ever Sold<br />
  • 21. Nasty Gal<br />
  • 22. USA Energy Guide<br />
  • 23. Client conversations<br />
  • 24. Earned Media Requires<br />Risk, Transparency &amp;….<br />
  • 25. Earned Media Requires<br />The understanding that your consumers own the brand.<br />
  • 26. Client Conversations<br />Show them the stats <br />Tell them the stories<br />Help them craft their story<br />Show them how it can move the needle<br />
  • 27. The planning process<br />Earned Media<br />
  • 28. Step 1 – Goals/ROI/KPIs<br />Brand awareness/repair<br /> Customer acquisition &amp; lead generation<br /> Retention<br /> Customer service<br />
  • 29. Step 2 – Listen <br />
  • 30. Step 3 – Develop your story.<br />
  • 31. Step 4 – Develop the plan<br />
  • 32. Design<br />
  • 33. Content<br />Good, relevant content rules the web.<br />
  • 34. “Liquid &amp; Linked” Content<br />Liquid = compelling, authentic, and culturally relevant<br />Linked = supports overall marketing and business strategy<br />
  • 35. Seeding<br />Blogger relationships<br />Online influentials<br />Across all social networks &amp; optimized<br />User forums<br />News, PR, announcements<br />
  • 36. Engagement<br />Earned media is social media. Social media = social.<br />Engage with people as often as you can<br />Be authentic<br />
  • 37. Conversion<br />Leads<br />Awareness<br />Cost reduction<br />Sales<br />
  • 38. Step 5 – Monitor &amp; report<br />Are we moving the needle?<br />Monitor the conversation<br />Connect sales to the earned media funnel<br />Adjust as needed<br />
  • 39. Q&amp;A<br />Listening tools:<br />http://www.convinceandconvert.com/social-media-monitoring/social-media-monitoring-tools-how-to-pick-the-right-one/<br />http://www.marketingprofs.com/articles/2009/2915/13-essential-social-media-listening-tools<br />http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand%E2%80%99s-social-mentions/<br />MICHAEL BARBER<br />@michaeljbarber<br />http://michaeljbarber.com<br />http://www.linkedin.com/in/michaeljamesbarber<br />me@michaeljbarber.com <br />(520) 591-1658<br />

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