Paid, Earned & Owned: Social Media Opportunities

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Paid, Earned & Owned: Social Media Opportunities

  1. 1. Social Media:Paid, Earned & Owned November 17, 2011 #KCMediaMix
  2. 2. Agenda• Introductions• Social Landscape• Key Social Platforms –Facebook –Twitter• Paid, Earned & Owned• Ad Examples• Questions 2
  3. 3. Honoring Steve"People who know what theyre talking about dontneed PowerPoint."And that, my friend, is why I’m using Keynote. 3
  4. 4. Introductions 4
  5. 5. As Seen On 5
  6. 6. Not a Social Expert 6
  7. 7. Integrated Approach BUSINESS & BRAND STRATEGY ADVERTISING MEASUREMENT PUBLIC INTERACTIVE RELATIONS CAUSE SOCIAL MEDIA BRANDING ENGAGEMENT BRAND PROGRAMS ACTIVATION (CRM) MOTION LOCAL & BRANDING DESIGN NATIONAL MEDIA 7
  8. 8. Social Media Landscape 8
  9. 9. Why Social?Social is kind of a big dealBut.... 9
  10. 10. Why Social?Social is kind of a big dealBut.... 10
  11. 11. Do You?Actively use: • Facebook • Twitter • LinkedIn • Foursquare • Yelp • YouTube • Blog (Wordpress, Tumblr) • TweetDeck or Hootsuite • Social apps on a mobile device or tablet 11
  12. 12. Twitter• 60% of brand followers are more likely to recommend a brand to a friend after following the brand on Twitter• 50% of brand followers are more likely to buy from that brand• 23% claim to tweet about the brands they follow source 12
  13. 13. Facebook• 56% of consumers said they are more likely to recommend a brand to a friend after “Liking” a brand on Facebook• 51% of consumers said they are more likely to buy a product after doing so. source 13
  14. 14. Objective?• Facebook Likes?• Twitter followers?• Impressions?• Clicks?• Views?• Data collection? 14
  15. 15. Key Metrics: Facebook• Engagement – Likes, Comments, Shares• Likes – Paid, Organic• Impressions – Likes x Posts – User generated content• Paid Campaigns – Spent, Impressions, Connections, CPM, CPC, CTR, CPF 15
  16. 16. Value?• How do you come up with a value for a Facebook Like? Or a Twitter follower?• Is a Facebook Like acquired through a paid campaign (or promotion) = organic?• Is there a core base of Facebook fans whereby acquiring more Likes becomes cost prohibitive? 16
  17. 17. Many Platforms 17
  18. 18. Key Platforms 18
  19. 19. Paid Earned Owned Media Types• Definition• Examples• Role• Benefits• Challenges source 19
  20. 20. Paid MediaDefinition: Brand pays to leverageRole: Catalyst that feeds owned & creates earned mediaExample: Display adsBenefits: Immediacy, Scale & ControlChallenges: Clutter, Response Rates & Credibility 20
  21. 21. Earned MediaDefinition: When customers become the channelRole: Listen and respond — often the result of well-executed and well-coordinated owned and paid mediaExample: Word of mouthBenefits: Credible, Key Role in Sales, Transparent,LongevityChallenges: No Control, Can Be Negative, Scale,Hard to Measure 21
  22. 22. Owned MediaDefinition: Channel a brand controlsRole: Longer-term relationships with existing potentialcustomers and earn mediaExample: Web Site, Mobile Site, Blog, Twitter AccountBenefits: Control, Cost Efficiency, Longevity, VersatilityChallenges: No Guarantees, Company CommunicationNot Trusted, Takes Time to Scale 22
  23. 23. Paid, Earned & Owned: Harmony source 23
  24. 24. Media, Digital & PR“Dogs and cats, living together... Mass hysteria!” 24
  25. 25. Convert from Paid to Owned & Earned 25
  26. 26. Brand Engagement Motivation 26
  27. 27. Branded Viral Loop reference 27
  28. 28. Publishing Equals Syndication• Every time a brand publishes content to the wall, it is syndicated to fans – Posts can be commented or liked• If posts are commented or liked, that activity is shared with their Facebook friends 28
  29. 29. TV: Tempur-Pedic 29 reference
  30. 30. Sony Cyber-Shot reference 30
  31. 31. TV: Online Destination 31 reference
  32. 32. ESPN College Gameday reference 32
  33. 33. Commercials Tagged with Social reference 33
  34. 34. #Hashtag Madness 34
  35. 35. MLB Postseason reference 35
  36. 36. Print 36
  37. 37. What’s Missing?• URLs – Why make users search?• Value – Why should I go? 37
  38. 38. TV Meets Digital• “We don’t want any ‘dead ends’ — the conversation should be ongoing and cross- platform.”• Curtis Hougland, founder and CEO of Attention source 38
  39. 39. Tracking Media Trends source 39
  40. 40. Social Platform Demos Vary 40
  41. 41. reference 41
  42. 42. Facebook Targetingreference 42
  43. 43. Facebook Ad API Partners• Keyword exploration & optimization• Target exploration & optimization• Automated bidding –Optimize against cost per Like, vs. CPC, CPM, CTR –Reduced campaign management fees 43
  44. 44. Platforms: Twitter 44
  45. 45. Twitter Handle Roundup• Who has a Twitter account?• What is the handle?• How do you use Twitter? 45
  46. 46. Tweetcloud (Nov 2011) 46
  47. 47. Tweetcloud (Nov 2011) 47
  48. 48. #HashCloud 48
  49. 49. Twitter Ad OpportunitiesPromoted TrendsPromoted AccountsPromoted Tweetsreference 49
  50. 50. Promoted Trends 50
  51. 51. Promoted Trends• Limited geography targeting• One advertiser only• Not a low cost endeavor 51
  52. 52. Promoted Accounts• Auction based 52
  53. 53. Promoted Tweets• Cost per engagement auction – Click, favorite, retweet or reply 53
  54. 54. TwitterCounter Featured Placement 54
  55. 55. StumbleUpon Opportunities 55
  56. 56. 56
  57. 57. Success? 57
  58. 58. SMCKC: Breakfast with Scott Monty September 2, 2011 Union Station 58
  59. 59. ContactDustin JacobsenVP, Social Media & TechnologyBarkleydjacobsen@barkleyus.com(816) 423-6063 @dustinj 59

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