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We the media.<br />Michael Barber<br />Back in the Black: April 28 – 29, 2011<br />Photo by vonSchnauzer on flickr<br />
78% of people trust recommendations of other consumers. <br />While only 14% of people trust advertisements<br />Nielsen “...
90% of people who can skip TV ads, do. <br />
84% of TV ad campaigns don’t generate a positive ROI<br />
But(t), there is hope.<br />Photo by Mat Honan on flickr<br />
1,330years<br />Per day spent on Facebook<br />
1,966,514,819<br />people are connected online<br />10 years ago = 360,985,492<br />↑444.8%<br />
4 billion <br />The number of images on Flickr.<br />
The #2 Search Engine<br />
What is earned media?<br />
Paid, Earned & Owned Media<br />
Paid v Earned Media<br />http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/<br />
Typical National TV Ad Campaign<br />
Typical Earned Media Campaign<br />
Story Time<br />
“We estimate on YouTube there are about 146 million views of content related to Coca-Cola. However, only 26 million views ...
Monkey Email<br />
Desperados Beer<br />
Men with Cramps<br />
The Greatest Movie Ever Sold<br />
Nasty Gal<br />
USA Energy Guide<br />
Client conversations<br />
Earned Media Requires<br />Risk,  Transparency &….<br />
Earned Media Requires<br />The understanding that your consumers own the brand.<br />
Client Conversations<br />Show them the stats <br />Tell them the stories<br />Help them craft their story<br />Show them ...
The planning process<br />Earned Media<br />
Step 1 – Goals/ROI/KPIs<br />Brand awareness/repair<br />	Customer acquisition & lead generation<br />					Retention<br />...
Step 2 – Listen <br />
Step 3 – Develop your story.<br />
Step 4 – Develop the plan<br />
Design<br />
Content<br />Good, relevant content rules the web.<br />
“Liquid & Linked” Content<br />Liquid = compelling, authentic, and culturally relevant<br />Linked = supports overall mark...
Seeding<br />Blogger relationships<br />Online influentials<br />Across all social networks & optimized<br />User forums<b...
Engagement<br />Earned media is social media. Social media = social.<br />Engage with people as often as you can<br />Be a...
Conversion<br />Leads<br />Awareness<br />Cost reduction<br />Sales<br />
Step 5 – Monitor & report<br />Are we moving the needle?<br />Monitor the conversation<br />Connect sales to the earned me...
Q&A<br />Listening tools:<br />http://www.convinceandconvert.com/social-media-monitoring/social-media-monitoring-tools-how...
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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.

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Transcript of "BITB -- We The Media"

  1. 1. We the media.<br />Michael Barber<br />Back in the Black: April 28 – 29, 2011<br />Photo by vonSchnauzer on flickr<br />
  2. 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. 3. 90% of people who can skip TV ads, do. <br />
  4. 4. 84% of TV ad campaigns don’t generate a positive ROI<br />
  5. 5. But(t), there is hope.<br />Photo by Mat Honan on flickr<br />
  6. 6. 1,330years<br />Per day spent on Facebook<br />
  7. 7. 1,966,514,819<br />people are connected online<br />10 years ago = 360,985,492<br />↑444.8%<br />
  8. 8. 4 billion <br />The number of images on Flickr.<br />
  9. 9. The #2 Search Engine<br />
  10. 10. What is earned media?<br />
  11. 11. Paid, Earned & Owned Media<br />
  12. 12. Paid v Earned Media<br />http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/<br />
  13. 13. Typical National TV Ad Campaign<br />
  14. 14. Typical Earned Media Campaign<br />
  15. 15. Story Time<br />
  16. 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 & CMO Coca-Cola Company, April 27, 2011<br />
  17. 17. Monkey Email<br />
  18. 18. Desperados Beer<br />
  19. 19. Men with Cramps<br />
  20. 20. The Greatest Movie Ever Sold<br />
  21. 21. Nasty Gal<br />
  22. 22. USA Energy Guide<br />
  23. 23. Client conversations<br />
  24. 24. Earned Media Requires<br />Risk, Transparency &….<br />
  25. 25. Earned Media Requires<br />The understanding that your consumers own the brand.<br />
  26. 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. 27. The planning process<br />Earned Media<br />
  28. 28. Step 1 – Goals/ROI/KPIs<br />Brand awareness/repair<br /> Customer acquisition & lead generation<br /> Retention<br /> Customer service<br />
  29. 29. Step 2 – Listen <br />
  30. 30. Step 3 – Develop your story.<br />
  31. 31. Step 4 – Develop the plan<br />
  32. 32. Design<br />
  33. 33. Content<br />Good, relevant content rules the web.<br />
  34. 34. “Liquid & Linked” Content<br />Liquid = compelling, authentic, and culturally relevant<br />Linked = supports overall marketing and business strategy<br />
  35. 35. Seeding<br />Blogger relationships<br />Online influentials<br />Across all social networks & optimized<br />User forums<br />News, PR, announcements<br />
  36. 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. 37. Conversion<br />Leads<br />Awareness<br />Cost reduction<br />Sales<br />
  38. 38. Step 5 – Monitor & 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. 39. Q&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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