Paid, Earned & Owned: Social Media Opportunities

Social Media:Paid, Earned & Owned November 17, 2011 #KCMediaMix

Agenda• Introductions• Social Landscape• Key Social Platforms –Facebook –Twitter• Paid, Earned & Owned• Ad Examples• Questions 2

Honoring Steve"People who know what theyre talking about dontneed PowerPoint."And that, my friend, is why I’m using Keynote. 3

Introductions 4

As Seen On 5

Not a Social Expert 6

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

Social Media Landscape 8

Why Social?Social is kind of a big dealBut.... 9

Why Social?Social is kind of a big dealBut.... 10

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

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

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

Objective?• Facebook Likes?• Twitter followers?• Impressions?• Clicks?• Views?• Data collection? 14

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

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

Many Platforms 17

Key Platforms 18

Paid Earned Owned Media Types• Definition• Examples• Role• Benefits• Challenges source 19

Paid MediaDefinition: Brand pays to leverageRole: Catalyst that feeds owned & creates earned mediaExample: Display adsBenefits: Immediacy, Scale & ControlChallenges: Clutter, Response Rates & Credibility 20

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

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

Paid, Earned & Owned: Harmony source 23

Media, Digital & PR“Dogs and cats, living together... Mass hysteria!” 24

Convert from Paid to Owned & Earned 25

Brand Engagement Motivation 26

Branded Viral Loop reference 27

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

TV: Tempur-Pedic 29 reference

Sony Cyber-Shot reference 30

TV: Online Destination 31 reference

ESPN College Gameday reference 32

Commercials Tagged with Social reference 33

#Hashtag Madness 34

MLB Postseason reference 35

Print 36

What’s Missing?• URLs – Why make users search?• Value – Why should I go? 37

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

Tracking Media Trends source 39

Social Platform Demos Vary 40

reference 41

Facebook Targetingreference 42

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

Platforms: Twitter 44

Twitter Handle Roundup• Who has a Twitter account?• What is the handle?• How do you use Twitter? 45

Tweetcloud (Nov 2011) 46

Tweetcloud (Nov 2011) 47

#HashCloud 48

Twitter Ad OpportunitiesPromoted TrendsPromoted AccountsPromoted Tweetsreference 49

Promoted Trends 50

Promoted Trends• Limited geography targeting• One advertiser only• Not a low cost endeavor 51

Promoted Accounts• Auction based 52

Promoted Tweets• Cost per engagement auction – Click, favorite, retweet or reply 53

TwitterCounter Featured Placement 54

StumbleUpon Opportunities 55

Success? 57

SMCKC: Breakfast with Scott Monty September 2, 2011 Union Station 58

ContactDustin JacobsenVP, Social Media & TechnologyBarkleydjacobsen@barkleyus.com(816) 423-6063 @dustinj 59

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Paid, Earned & Owned: Social Media Opportunities

by Dustin Jacobsen

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Paid, Earned & Owned: Social Media Opportunities Presentation Transcript