Introduction.................................................................................................................
Paid. Owned. Earned.This 3-word marketing maxim is getting major traction in the social marketing space becausethese three...
Key Findings   •	   The most entered campaigns are not the campaigns that generate the most earned media, or sharing      ...
A Deeper Look intoEngagement and Earned MediaWhat types of campaigns did we look at in this study?First, let’s define and ...
What campaign types resulted in the highest engagement and earned media? The study found that, on average, coupons, giveaw...
Before you restructure your entire marketing plan to only run coupons, sweepstakes, and giveaways, the study foundanother ...
When earned media is the focus of the analysis, an entirely new set of high performing campaign types emerge, withan inter...
Why do certain campaign types generate more sharing?What about these marketing campaign types tends to influence more shar...
Do new users convert when they click on earned media? When a user clicked on a news feed post from a friend about particip...
How to Run Campaigns withHigh Entry and Earned MediaWhen designing your brand’s custom content for social channel distribu...
2. Consider “What’s in it for me?” from the users’ perspectiveUsers on Facebook are very conscious of clutter in their fee...
3. Incentivize sharing                                                                  behaviors in creative             ...
5. Mix it up.Certain marketing campaigns naturally inspire users to broadcast their interactions with a brand (like the on...
ConclusionA strong social media marketing strategy is one that approaches the creation of branded content and applications...
Wildfire is a powerful, easy-to-use social  marketing platform to grow, engage andmonetize your audience across social net...
Wildfire report maximize earned media with social
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Wildfire report maximize earned media with social

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Wildfire report maximize earned media with social

  1. 1. Introduction......................................................................................................................... 3 Key Findings................................................................................................................................................ 4A Deeper Look into Engagement and Earned Media..................................... 5 Campaign types in the study.................................................................................................................5 Sweepstakes...................................................................................................................... 5 Trivia................................................................................................................................... 5 Quiz..................................................................................................................................... 5 Coupon............................................................................................................................... 5 Giveaway............................................................................................................................ 5 Pick-your-favorites........................................................................................................... 5 Video, Photo, and Essay Contests.................................................................................. 5 What campaign types resulted in the highest engagement and earned media?............. 6 What do we mean by sharing, and how does sharing create earned media for brands?............................................................................................................. 7 Why do certain campaign types generate more sharing?......................................................... 9 Do new users convert when they click on earned media?....................................................... 10 How much does earned media boost a social marketing campaign?................................. 10How to Run Campaigns with High Entry and Earned Media......................11 Play up the personality................................................................................................... 11 Consider “What’s in it for me?” from the users’ perspective...................................12 Incentivize sharing behaviors in creative ways...........................................................13 Benchmark performance with the appropriate metrics............................................13 Mix it up............................................................................................................................ 14Conclusion...................................................................................................................15PAGE 2 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  2. 2. Paid. Owned. Earned.This 3-word marketing maxim is getting major traction in the social marketing space becausethese three categories of media perfectly encapsulate the major strategies important to a brand’sapproach to its social channel.Successful brands on Facebook own fan pages bursting with compelling content and activecommunity conversations. They drive traffic and attention to these owned properties with acarefully planned paid media strategy, crafting advertisements to emphasize and influence avariety of end-user actions. And hopefully brands are getting earned media as well: this is thecoverage you can’t buy, and includes mentions, recommendations and shares generated byusers who are so engaged by your branded content that they’re compelled to share it with theworld (or, their Facebook network). And when 68 percent of Facebook users say that a recom-mendation from a Facebook friend would make them more likely to buy a specific product or visita retailer, brands want all the earned media they can get (Omnibus).There’s a catch though: you can’t buy or create earned media directly. Your brand’s Facebookpage will only spawn earned media (likes, shares and comments) if you run marketing campaignsthat are optimized for engagement and sharing activity. Wildfire recently analyzed over 10,000social media campaigns in order to see what types of campaigns generated the most earnedmedia.The fact is, social marketing campaigns on Facebook are not all created equal. Campaign typesthat attract high user activity and entry rates are not always the same campaigns types that in-spire users to share with their friends. We wanted to understand what campaign types resonatedwith users most and for which reasons. Promotions are one of the most popular marketingmethods on Facebook whether sweepstakes, contests, or coupons and more. Wildfire’s SocialMarketing Suite software has powered over 200,000 campaigns to date, and we selected arandomly sampled subset of brands, of all sizes from around the world, for this study. Our datasetincluded 10,000 campaigns that were run over the past 9 months. The promotion types includedsweepstakes, coupons, video, photo, and essay contests, giveaways, trivia, quizzes, and“pick-your-favorites”.The study surfaced a number of actionable results for social marketers, including the types ofsocial marketing campaign that tend to get the highest participation rates, the different campaigntypes that get the highest sharing rates, and the common thread among campaign types thatgenerates the most sharing with friends on Facebook, creating valuable earned media alongthe way.PAGE 3 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  3. 3. Key Findings • The most entered campaigns are not the campaigns that generate the most earned media, or sharing activity. Certain campaign application types generate higher entry and participation rates (contests and sweepstakes for example), while other types are more likely to be shared via a news feed post or an invite to the app (pick-your-favorites, quizzes and trivia). • Coupons, giveaways, and sweepstakes get the highest amount of entries on average. 82% of users • “Pick-your-favorites,” quizzes and trivia that get the most shares by users, thus creating more earned media for the brand. that clicked on • The campaign types that generate the most earned media are a friend’s news those that allow users to reveal personal preferences, tastes or opinions to their Facebook friends. These include pick-your- feed post about • favorites, quiz and trivia applications. People are equally as likely to enter contests and sweepstakes a quiz they’d whether they heard about them directly from a brand or from a friend’s post. In other words, where a user learns about a contest taken went on or sweepstakes within Facebook does not impact the likelihood they will enter it. to take the quiz • The earned media generated by users sharing to their networks themselves. about interactions with these apps resulted in a significant conversion of new users— in other words, the earned media is working. For example, 82% of the users that clicked on a friend’s news feed post about a quiz they’d taken went on to take the quiz themselves.PAGE 4 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  4. 4. A Deeper Look intoEngagement and Earned MediaWhat types of campaigns did we look at in this study?First, let’s define and discuss examples of the campaign types that we covered in this study. Sweepstakes: Sweepstakes are similar to a lottery, where the prize winner(s) is/are chosen randomly. The odds of winning depend on the amount of entries. Trivia: The trivia application provides multiple choice question trivia where users can measure their knowledge. The results of a trivia campaign generate a number score, and typically display it along- side the average score of all the other users that have participated in the campaign. Quiz: The quiz application provides quiz questions configured to result in a categorization of the user based on the responses submitted. Results display an image and statement, i.e. ‘“I took the ‘Which Sex and the City Character are You’ Quiz and found out I’m a Carrie!” Coupon: The coupon application provides customizable coupons, vouchers or codes that consumers can print or redeem electronically. Giveaway: The giveaway application provides a sign-up form which allows users to submit the relevant information necessary to get on the list for a brand-sponsored giveaway. Pick-your-favorites: This application enables a user to choose a pre-determined amount of items from a larger set of brand-selected items to demonstrate their “favorites.” Video, Photo, and Essay Contests: These three applications function identically except for the media that the user is called upon to generate and upload. The user can either be prompted to upload one or more essays, photos, or videos in order to win a prize. Winners are determined by merit as judged by the administrator of the contest, by popular vote, or a combination of the two.PAGE 5 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  5. 5. What campaign types resulted in the highest engagement and earned media? The study found that, on average, coupons, giveaways, and sweepstakes get the most entries and Facebook engagement. This is not surprising, as entries to these campaigns are closely correlated with low barriers to entry (as in a sweepstakes), high-value perceived rewards (as with coupons), and the popularity of a “sure thing” (as with giveaways).Coupons, giveaways, and sweepstakes getthe most entries and Facebook engagement. AVERAGE ENTRIES PER CAMPAIGN 3,037 1,888 1,630 1,070 1,024 410 398 381 313 1% What types of campaigns get the most entries? PAGE 6 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  6. 6. Before you restructure your entire marketing plan to only run coupons, sweepstakes, and giveaways, the study foundanother significant trend: the most entered campaigns are not the campaigns which generate the most sharing, andresulting earned media.What do we mean by sharing, and how does sharing create earnedmedia for brands?In this study, sharing occurs when a user participates in a branded promotional campaign and then gives the cam-paign application permission to post about it to his news feed for his networked connections to see, or he invites cer-tain friends to the promotion app directly (instead of broadcasting it via news feed.) This creates earned media for thebrand because each share enables extended reach, broadcasting information about the campaign to connections ofparticipants that the brand may not have captured otherwise. THE CYCLE OF EARNED MEDIA SHARES THE CYCLE OF EARNED MEDIA SHARING % OF ENTRANTS % OF ENTRANTS CAMPAIGN THAT INVITE A THAT PUBLISH FRIEND ENTRY TO NEWS FEED DIRECT NEWS FEED INVITE POST CONVERSION RATE CLICK RATE CLICK ON POST REFERRED ENTRIES CONVERSION RATE REFERRED ENTRIESPAGE 7 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  7. 7. When earned media is the focus of the analysis, an entirely new set of high performing campaign types emerge, withan interesting commonality. The campaigns types that are most “shareable” are campaigns that include “pick-your-favorites,” quizzes, and trivia. RATE OF SHARING BY CAMPAIGN TYPE 39% 32% 29% 26% 25% 25% 19% 15% 23% 11% 13% When interacting with branded applications that quiz a user, (for example, to determine which character from Sex and the City they are) participants are 3x more likely to share the result to their news feed as they are when they participate in a video contest. This generates valuable earned media for the brand.PAGE 8 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  8. 8. Why do certain campaign types generate more sharing?What about these marketing campaign types tends to influence more sharing? First, all three are applications thatdetermine and publicly display characteristics of the user’s personality, so we can see that users enjoy sharinginformation about themselves, their tastes, and their interests.The most-shared campaign applications are designed to either: 1. allow the user to discover an aspect of his personality of which he was previously unaware (see the “Tree Personality” example on page 12), or to 2. display facets of his personality that he knows about and wants to share (such as his aptitude for certain trivia, or his favorite items from a selection of options).Perhaps the most important question of all, however, is whether or not the shares generated by users get additionalnew users to engage with the branded campaign too. The analysis of earned media’s ability to draw additional usersinto engagement with a brand showed positive results: “pick-your-favorites,” survey, and quiz campaigns (that appearin users’ news feeds) have a high chance of being seen and clicked on by their friends (27%, 15%, and 13% of thetime respectively). EARNED MEDIA CLICK RATE 27% 15% 13% 11% 11% 10% 3% 2% 1% Which types of earned media news feed posts are clicked on most often?PAGE 9 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  9. 9. Do new users convert when they click on earned media? When a user clicked on a news feed post from a friend about participating in a campaign, how many went on to click on, participate in and enter the promotion as well? The study reveals that 82% of the users that click on a news feed post, shared by a friend who took a quiz, will go on to take that quiz themselves. This indicates that when a user’s attention is piqued by the news feed, the engagement potential is very high. EARNED MEDIA CLICK-TO-ENTRY CONVERSION RATE 82%When a user’s 74% 74% 69%attention is 13% 66%piqued by the 11% 11%news feed, the 47%engagementpotential is 23%very high. 13% When a user clicks on earned media, how often do they go on to enter the campaign themselves? How much does earned media boost a social marketing campaign? Just how much of an impact can earned media have on user interaction with your social marketing campaigns? The study found that earned media can account for up to a 12% boost in engagement rates, which means viewing, clicking and participating with a campaign. PAGE 10 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  10. 10. How to Run Campaigns withHigh Entry and Earned MediaWhen designing your brand’s custom content for social channel distribution, it is important to consider the behaviorsand interactions it will inspire from the end-user. We have compiled five best practices for creating engaging socialmarketing campaigns that inspire the creation of earned media by your users.1. Play up the personality.Wildfire’s study shows that users who interact with branded applications (apps) are more likely to elect to share theirinteractions via their news feeds if the apps reflect their style, aptitude, or personality. The data shows that thetop apps users are likely to share or broadcast results for are pick-your-favorites, quizzes and trivia. In fact, wheninteracting with a branded quiz app, participants are 3x more likely to share the results to their news feeds versuswhen they participate in a video contest or enter a sweepstakes. Trivia campaigns inspire high user sharing activity, likely because they reveal users’ aptitude for varied subjects.When putting together a plan for your next social marketing campaign (or set of them), consider how you can planthe content or application to allow users to express themselves. If you’re putting together a voting app, for instance,think through how you can set it up so that users are voting on something that expresses an opinion they’d feelproud to share, and make sure the app includes a mechanism for sharing their voting outcome via a news feedmessage.PAGE 11 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  11. 11. 2. Consider “What’s in it for me?” from the users’ perspectiveUsers on Facebook are very conscious of clutter in their feeds; they don’t want to be a source of news feed “spam”to their friends. Keep this in mind as you screen potential interactions that a user could have with your Facebookapplications and content, and you will have a good idea of what’s inherently “shareable” and what isn’t. The mainquestion to ask yourself when crafting content is: “If I posted about my interaction with this content, what would be init for me? What would be in it for my friends?”In the example below, a user might share the results of a quiz she took because: (a) she gets to display results toher friends that prove she is trustworthy and practical, which is consistent with her own self-image; (b) she thinks herfriends might also find the quiz entertaining; or (c) she wants to publicly align herself with a cause that users can rallyaround, like a tree planting in Haiti. You may find yourself realizing that certain pieces of content don’t easily pass the share test. For example, while a user may be thrilled to fill out a “what engagement ring style are you?” quiz, she may think twice about broadcasting this activity to her network of friends and family.PAGE 12 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  12. 12. 3. Incentivize sharing behaviors in creative ways. When developing the structure of a new custom application for your fan community, consider building in some game mechanics to incentiv- ize sharing behavior. Mountain Dew does this exceptionally well with its “Dew Crew” campaign, which has an intricate but easy-to-follow gamifica- tion element that rewards users for sharing and posting. Mountain Dew incentivizes sharing behavior from fans by assigning point values to it in a campaign oriented around game mechanics.4. Benchmark performancewith the appropriatemetrics.How do you define success within your socialmarketing initiatives? What about ROI? Bothmeasures of performance depend heavily onthe metrics you define and benchmark against.While your goal with one campaign might beengagement, another might be sharing andearned media. It’s important to make sureyou’re measuring progress towards those goalswith relevant metrics.Here is a reference chart that you can use todefine the metrics used to measure each socialmarketing initiative you deploy.Using relevant metrics to quantify progress towards yoursocial goals will help in determining your brand’s ultimatesuccess in social media.PAGE 13 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  13. 13. 5. Mix it up.Certain marketing campaigns naturally inspire users to broadcast their interactions with a brand (like the onesdiscussed above). However the study found that the types of marketing campaigns that are most entered by usersare not the same as the campaigns that are most heavily shared about by users; in fact, the most shared campaigntypes–quizzes, trivia and pick-your-favorites–don’t always get the highest participation or entry rates.Popular campaigns like sweepstakes, giveaways and coupons are proven to get users to enter, but entrants are lesslikely, for example, to voluntarily share the fact that they just entered a sweepstakes. In other words, these campaignstypes generate less earned media from each entrant.Just as paid media (ad) campaigns should be adapted to drive different types of user activity, so should customcontent initiatives. A well-rounded social media marketing program includes a steady drip of varied applications andcontent designed to influence a range of user interactions. A well-rounded social media marketing program includes a steady drip of varied applications and content designed to influence a range of user interactions.Delta has more than six custom content applications available for users to interact with.In the example above, Delta has more than six custom content applications available for users to interact with. Eachtab does something different, and while the activity offered on one tab will perform better at enticing user signups,another tab will be best for inspiring user-generated content submissions, sharing and so forth.PAGE 14 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  14. 14. ConclusionA strong social media marketing strategy is one that approaches the creation of branded content and applicationsfor users from multiple angles— designing some owned media to achieve high consumption and participation rates,and designing other owned media to influence high sharing activity (to generate the earned media that grows com-munities so successfully!). Use paid media to amplify your owned content even further, and you’ll reach new usersoutside of the existing network, thereby generating many more opportunities for earned media.PAGE 15 | 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
  15. 15. Wildfire is a powerful, easy-to-use social marketing platform to grow, engage andmonetize your audience across social networks. Learn how we can help you today! 888-274-0929 ext 2 SIGN UP NOW Redwood City Chicago info@wildfireapp.com sales.chi@wildfireapp.com (888) 274-0929 (312) 496-7971 New York City London sales.ny@wildfireapp.com sales.eu@wildfireapp.com (646) 503-2166 +44 (0)20 7189 8344 Los Angeles sales.la@wildfireapp.com (310) 280-2098

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