UNDERSTANDING THE POWER OF   EARNED (SOCIAL) MEDIA     Christopher S. Penn, Vice President, Marketing Technology
AGENCY INTRODUCTION
SHIFT COMMUNICATIONS        2012 DIGITAL/SOCIAL AGENCY OF THE YEAR                           BOSTON                       ...
SHIFT CLIENT EXPERIENCE
LOTS MORE CORPORATE BOILERPLATE
IN THE BEGINNING
THE BIG FOUR
MY STRUGGLE AS A MARKETER
WHAT IS EARNED MEDIA?
DEFINING EARNED MEDIAOWNED:	  We	  are	  awesome!PAID:	  We	  paid	  this	  place	  to	  say	  we	  are	  awesome!EARNED:	...
THIS IS EARNED MEDIA
THIS IS EARNED MEDIA
THIS IS EARNED MEDIA
THIS IS EARNED MEDIA
CHANGE YOUR THINKING     If	  what	  you	  want	  is...   This	  is	  whose	  job	  it	  is...              Audience      ...
WHY EARNED MEDIA?
THE POWER OF EARNED MEDIA  C                          Liking     Reciprocity      Scarcity                           ...
HOW TO EARN MEDIA
EARNED/SOCIAL MEDIA STRATEGY                                Strategy                                    Why               ...
WHAT OBJECTIVES?
EARNED/SOCIAL MEDIA STRATEGY                       Media                         What                      Content        ...
RESEARCH
RESEARCH
RESEARCH           http://amzn.to/158OhDA
TRADITIONAL ACCELERATED BY SOCIAL
EARNED/SOCIAL MEDIA STRATEGY            Social              Who          Network    Who is going to be your target        ...
RESEARCH
RESEARCH
WHAT ABOUT TRADITIONAL PR?
THE NEW SOCIAL PRESS OUTREACH
Work right to left          Social                                Media                              Strategy            W...
MEASURING SUCCESS
THERE	  IS	  NO	  SINGLE	  METRIC	  OF	  SUCCESS
IT’S A BASKET    SEARCH               EXPOSURE               SURVEYING                SOCIAL               MARKETING      ...
SUCCESS METRICS: SEARCH
SUCCESS METRICS: EXPOSURE
SUCCESS METRICS: SOCIAL
SUCCESS METRICS: SURVEYING
SUCCESS METRICS: MARKETING
SUCCESS METRICS: REVENUE
DO THEY MOVE TOGETHER?
TAKEAWAYS
TAKEAWAYS1.	  Rethink	  how	  you	  measure	  methods	  by	  audience,	  leads,	  customers,	  and	  evangelists.2.	  Midd...
SOCIAL FRESH EAST OFFEROn	  April	  Fool’s	  Day,	  we	  joked	  about	  opening	  a	  coffee	  shop	  with	  our	  own	  b...
Q&A
one	  last	  thing...
Understanding the power of earned media - Social Fresh East
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Understanding the power of earned media - Social Fresh East

  1. 1. UNDERSTANDING THE POWER OF EARNED (SOCIAL) MEDIA Christopher S. Penn, Vice President, Marketing Technology
  2. 2. AGENCY INTRODUCTION
  3. 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. 4. SHIFT CLIENT EXPERIENCE
  5. 5. LOTS MORE CORPORATE BOILERPLATE
  6. 6. IN THE BEGINNING
  7. 7. THE BIG FOUR
  8. 8. MY STRUGGLE AS A MARKETER
  9. 9. WHAT IS EARNED MEDIA?
  10. 10. DEFINING EARNED MEDIAOWNED:  We  are  awesome!PAID:  We  paid  this  place  to  say  we  are  awesome!EARNED:  You  are  awesome!
  11. 11. THIS IS EARNED MEDIA
  12. 12. THIS IS EARNED MEDIA
  13. 13. THIS IS EARNED MEDIA
  14. 14. THIS IS EARNED MEDIA
  15. 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. 16. WHY EARNED MEDIA?
  17. 17. THE POWER OF EARNED MEDIA C   Liking Reciprocity Scarcity   DAuthority Social Proof Consistency
  18. 18. HOW TO EARN MEDIA
  19. 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. 20. WHAT OBJECTIVES?
  21. 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. 22. RESEARCH
  23. 23. RESEARCH
  24. 24. RESEARCH http://amzn.to/158OhDA
  25. 25. TRADITIONAL ACCELERATED BY SOCIAL
  26. 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. 27. RESEARCH
  28. 28. RESEARCH
  29. 29. WHAT ABOUT TRADITIONAL PR?
  30. 30. THE NEW SOCIAL PRESS OUTREACH
  31. 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. 32. MEASURING SUCCESS
  33. 33. THERE  IS  NO  SINGLE  METRIC  OF  SUCCESS
  34. 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. 35. SUCCESS METRICS: SEARCH
  36. 36. SUCCESS METRICS: EXPOSURE
  37. 37. SUCCESS METRICS: SOCIAL
  38. 38. SUCCESS METRICS: SURVEYING
  39. 39. SUCCESS METRICS: MARKETING
  40. 40. SUCCESS METRICS: REVENUE
  41. 41. DO THEY MOVE TOGETHER?
  42. 42. TAKEAWAYS
  43. 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. 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. 45. Q&A
  46. 46. one  last  thing...
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