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Understanding the power of earned media - Social Fresh East

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Understanding the power of earned media - Social Fresh East

Understanding the power of earned media - Social Fresh East

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  • 1. UNDERSTANDING THE POWER OF EARNED (SOCIAL) MEDIA Christopher S. Penn, Vice President, Marketing Technology
  • 2. AGENCY INTRODUCTION
  • 3. SHIFT COMMUNICATIONS 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR BOSTON Learn more: www.shiftcomm.com VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS NEW YORK EMPLOYEE STOCK OPTION PLAN SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATUREHEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERAOF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.” SAN FRANCISCO TECH AND CONSUMER EXPERIENCE AWARD-WINNING NATIONAL PRESENCE AGENCY FACTS Learn  more  about  us  at  www.SHIFTcomm.com  
  • 4. SHIFT CLIENT EXPERIENCE
  • 5. LOTS MORE CORPORATE BOILERPLATE
  • 6. IN THE BEGINNING
  • 7. THE BIG FOUR
  • 8. MY STRUGGLE AS A MARKETER
  • 9. WHAT IS EARNED MEDIA?
  • 10. DEFINING EARNED MEDIAOWNED:  We  are  awesome!PAID:  We  paid  this  place  to  say  we  are  awesome!EARNED:  You  are  awesome!
  • 11. THIS IS EARNED MEDIA
  • 12. THIS IS EARNED MEDIA
  • 13. THIS IS EARNED MEDIA
  • 14. THIS IS EARNED MEDIA
  • 15. CHANGE YOUR THINKING If  what  you  want  is... This  is  whose  job  it  is... Audience Media  &  PR Leads MarkeIng Revenue Sales Evangelists Service
  • 16. WHY EARNED MEDIA?
  • 17. THE POWER OF EARNED MEDIA C   Liking Reciprocity Scarcity   DAuthority Social Proof Consistency
  • 18. HOW TO EARN MEDIA
  • 19. EARNED/SOCIAL MEDIA STRATEGY Strategy Why Objectives What are the overall business objectives and goals? How will you measure them? What indicators will you use to determine when something’s not working and who makes that call?
  • 20. WHAT OBJECTIVES?
  • 21. EARNED/SOCIAL MEDIA STRATEGY Media What Content What content are you going to create or curate to gain interest? Where will that content come from? What schedule will you use? Who will be responsible for content creation?
  • 22. RESEARCH
  • 23. RESEARCH
  • 24. RESEARCH http://amzn.to/158OhDA
  • 25. TRADITIONAL ACCELERATED BY SOCIAL
  • 26. EARNED/SOCIAL MEDIA STRATEGY Social Who Network Who is going to be your target audience? What self-identified characteristics will you look for? What networks are they on? How will you build the network?
  • 27. RESEARCH
  • 28. RESEARCH
  • 29. WHAT ABOUT TRADITIONAL PR?
  • 30. THE NEW SOCIAL PRESS OUTREACH
  • 31. Work right to left Social Media Strategy Who What Why Network Content Objectives Who is going to be your target What content are you going to What are the overall business audience? create or curate to gain interest? objectives and goals?What self-identified characteristics Where will that content come from? How will you measure them? will you look for? What schedule will you use? What indicators will you use to What networks are they on? determine when something’s not Who will be responsible for content working and who makes that call? How will you build the network? creation? Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
  • 32. MEASURING SUCCESS
  • 33. THERE  IS  NO  SINGLE  METRIC  OF  SUCCESS
  • 34. IT’S A BASKET SEARCH EXPOSURE SURVEYING SOCIAL MARKETING PAID SALESRankings of key Media Pre and post Conversation Audience Advertising Revenuephrases placements metrics Campaign Audience Conversions TransactionInbound links Mentions and awareness data Volume Sharing Database impressions Purchase intent entries data Email list size and growth In  our  earned  media  strategy,  we  examine  7  categories  of  metrics  that  PR  has  a  dis9nct  impact  on.   To  learn  more  about  these,  we  invite  you  to  read  our  blog  post  series  on  it  here:   hAp://www.shiCcomm.com/2013/03/7-­‐ways-­‐to-­‐measure-­‐pr-­‐introduc9on/  
  • 35. SUCCESS METRICS: SEARCH
  • 36. SUCCESS METRICS: EXPOSURE
  • 37. SUCCESS METRICS: SOCIAL
  • 38. SUCCESS METRICS: SURVEYING
  • 39. SUCCESS METRICS: MARKETING
  • 40. SUCCESS METRICS: REVENUE
  • 41. DO THEY MOVE TOGETHER?
  • 42. TAKEAWAYS
  • 43. TAKEAWAYS1.  Rethink  how  you  measure  methods  by  audience,  leads,  customers,  and  evangelists.2.  Middle  and  bo<om  of  the  funnel  are  irrelevant  if  the  top  is  empty.3.  Earned  media  isn’t  just  tradiConal  PR  -­‐  it’s  anywhere  people  can  talk  about  how  awesome  you  are  (or  aren’t!)4.  Approach  social  media  strategy  as  why,  what,  who,  rather  than  the  reverse.5.  Measure  with  more  than  one  kind  of  metric  to  see  the  big  picture.
  • 44. SOCIAL FRESH EAST OFFEROn  April  Fool’s  Day,  we  joked  about  opening  a  coffee  shop  with  our  own  blends  of  hand-­‐roasted  coffee.  Some  people  took  it  seriously,  so  we  actually  made  one  of  them,  the  CreaIve  Cup.  Want  some?  Here’s  how  to  get  it. hAp://bit.ly/socialfresheastcoffee
  • 45. Q&A
  • 46. one  last  thing...

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