Sunday 14 April 13 7 h@p://blogs.forrester.com/interac,ve_marke,ng/2009/12/deﬁning-‐earned-‐owned-‐and-‐paid-‐media.html Deﬁning Earned, Owned And Paid Media Posted by Sean Corcoran on December 16, 2009 79 Recommenda,onsPrintEmail9 Comments The terms "earned, owned and paid (aka bought) media" have become very popular in the interac,ve marke,ng space today. In fact, taken together they can be applied as a simple way for interac,ve marketers to categorize and ul,mately priori,ze all of the media op,ons they have today. Nokia was an early pioneer in this space (see Dan Goodalls posts on the subject). They now categorize all of their global interac,ve media as earned, owned or bought. Many agencies, including R/GA, Cri,cal Mass, Sapient and Isobar (my former employer) also use the model to help develop digital strategies. On top of that, many industry leaders such as Pete Blackshaw, Fred Wilson and David Armano have wri@en about the subject. Yet as popular as these themes have become, theyre oaen loosely applied across the industry and essen,ally no one is speaking the same language. Therefore we just published research deﬁning each type of media and providing interac,ve marketers with prescrip,ve advice on how to best apply them. Heres a summary of how we deﬁned each type of online media and their roles: Ul,mately these types of media work best together but making the hard choices of what to include and what not to include is crucial -‐ especially when budgets are ,ght. But if you simply start by categorizing your media and iden,fying the right roles based on your objec,ves, then your on the right path. Here are some high level takeaways that you should consider when developing your 2010 interac,ve media strategy: Create a solar system of owned media. Owned media is a channel you control. There is fully-‐owned media (like your website) and par,ally-‐owned media (like Facebook fan page or Twi@er account). Owned media creates brand portability. Now you can extend your brands presence beyond your web site so that it exists in many places across the web -‐ speciﬁcally through social media sites and unique communi,es. In a recession in which marke,ng budgets are being cut by 20%, the ability to communicate directly with consumers who want to engage with your brand through long-‐term rela,onships can be invaluable. Recognize that earned media is a result of brand behavior. "Earned media" is an old PR term that essen,ally meant gegng your brand into free media rather than having to pay for it through adver,sing. However the term has evolved into the transparent and permanent word-‐of-‐mouth that is being created through social media. You need to learn how to listen and respond to both the good (posi,ve organic) and bad (spurned) as well as consider when to try and s,mulate earned media through word-‐of-‐mouth marke,ng. Your paid media is not dead, but it is evolving into a catalyst. Many people are predic,ng the end of paid media (aka adver,sing). However, that predic,on may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shiaing away from the founda,on and evolving into a catalyst that is needed at key periods to drive more engagement(e.g. Q4 holidays).
Sunday 14 April 13 8 “Internet” is an empty word un3l you specify what it is; contrary to TV adver3sing, radio, and so on, which are immediately speciﬁc: 30’ commercial, …
Blowing a few mythsSunday 14 April 13 17 Online vs Oﬄine = Either / Or -‐ Agencies / campaigns / adver3sers Digital = separate world from oﬄine – No: SMARTphones, SMARTcars, SMARTobject: ON & OFF convert Need to decline the BRAND in an INTEGRATED MULTICHANNEL mode -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ OOH Adver3sing Reach Said Outpacing Other Media May 8, 2012 inShare 1 Adding out-‐of-‐home (OOH) adver3sing formats to other media can signiﬁcantly boost a campaign’s reach, says the Outdoor Adver3sing Associa3on of America (OAAA) in a May 2012 report conducted by the Media Behavior Ins3tute. The study tabbed the reach of billboards highest among outdoor formats, at 83% of adults aged 18-‐64, with alterna3ve (42%), street furniture (28%), and transit (11%) following. Comparing these formats to the reach of other media, the report suggests that coupling billboards with mobile adver3sing can increase mobile’s reach by more than 300%, while billboards and the internet together can more than double the internet’s reach in the adernoon. Other results indicate that combining street furniture with social networking can increase the lafer’s reach by up to 66%. OOH Audiences Feel More Posi3ve Data from the “USA TouchPoints” study indicates that consumers feel more posi3ve when exposed to OOH adver3sing, when compared to other media such as live TV. For example, on an emo3onal index, a higher propor3on of the billboard audience than live TV audience feels conﬁdent and excited, while 40% less feel bored (9% vs. 15%). This pafern extends to other media, too: billboard audiences are slightly more likely than radio audiences to say they are happy (72% vs. 68%), while alterna3ve audiences are much less likely than live TV audiences to be bored (5% vs. 15%). Similarly, radio listeners are twice as likely to feel frustrated as alterna3ve audiences (16% vs. 8%), and live TV audiences are 40% more likely than transit audiences to be frustrated (14% vs. 10%). The study used data from 1,000 smartphones diaries to capture data every 30 minutes over 10 days, tracking details such as ac3vi3es,
Sunday 14 April 13 18Unaided advertising recall shows how great the actual impact of thecampaign is and how well it remains anchored in the mindset of arecipient. A slight effect was detected even in the online-only and themobile-only test groups, as in each case 14.6 percent of the participantsremembered the Leibniz campaign. That represents 7.4 percentmore in direct comparison with the control group (13.6 percent). Inthe cross-media group, on the other hand, which had contact withthe campaign both online and on the mobile Internet, there was a signiﬁcanteffect. Almost one in every four participants stated that theyhad seen advertising from Leibniz (23.2 percent) – that is 70.6 percentmore than in the control group. This result supports the thesis that acombination of online and mobile media leads to signiﬁcantly bettercampaign recall after contact has been established.This assumption is also clearly underlined by the result of aidedadvertising recall. A comparison between the test groups and thecontrol group showed impressively once again that the cross-mediacontact group demonstrated the strongest impact on advertisingrecall. For instance, 42.6 percent of the participants who had seenthe Leibniz Choco Crunchy advertisement on both the Internet andon mobile devices remembered the campaign. This corresponds to anincrease of 31.9 percent for the cross-media group compared to thecontrol group (32.3 percent). An examination of the single-mediumcontact groups also shows a positive effect in each case, with theeffects of the mobile contacts (+17.3 percent) being slightly greaterthan that of the online contacts (+13.0 percent).
Sunday 14 April 13 19Re-imagining Google Analytics to support the versatile usage patterns oftodays usersMonday, October 29, 2012 | 9:30 AMLabels: AnnouncementsA typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most largebusinesses, already swimming in many sources of hashed data, it’s an enormous challenge, but also an incredible opportunity.Measurement today is evolving from technology that counts site traffic into a broader system that measures your effectiveness inadvertising, sales, product usage, support, and retention. Ultimately, this sort of integrated measurement can help you deliver thebest service, products, and experiences for your customers.We’ve been developing solutions, like Google Analytics Premium and Mobile App Analytics to advance this vision. For largeenterprises, such as Premium customers and those who want to work with APIs, were now starting to offer “Universal Analytics.”This will help these customers tailor Google Analytics to their needs, integrate their own datasets and ultimately get a morecomplete vision of the entire marketing funnel.The new tools offered by Universal Analytics via the new Measurement Protocol (an API that enables you to send your data toGoogle Analytics) can help you measure the how people actually become and remain loyal customers: • Consumers use multiple devices.Mastering data on your website is no longer sufficient - larger clients are increasingly asking for a cross platform view of their data inAnalytics. The tools from the Measurement Protocol allow you to seamlessly send your own data about your customers andbusiness (from any digital device that you are measuring) to your Analytics account. This can help you see how users interact withyour brand from multiple touchpoints - phones, tablets, laptops or more - in one place. • The world is mobile.We announced Mobile App Analytics at I/O in 2012 as a beta. It’s been delivering great results for clients. Universal Analytics nowenables you to measure your marketing more holistically by integrating this data with your Google Analytics account. • Cross-channel measurement is essential.Cross-channel information is more important and more diverse than ever before. Universal Analytics, via the Measurement Protocol,
Content Link Reputa.onSunday 14 April 13 24 Des3na3on -‐> HUB Web = CONTENT – LINKS – REPUTATION 1.Posi3oning 2.Visibility 3.Reputa3on
Sunday 14 April 13 25http://www.marketingcharts.com/wp/interactive/1-in-4-smb-websites-wont-turn-up-in-online-searches-27767/26.4% of SMBs cannot be found in online searches because their websites earn a Google Page Rank of zero or haveno Google Page Rank,finds vSplash in an audit of 3.9 million US SMB websites. The audit unearthed a series ofdeficiencies, which the researchers believe translate into a $24.3 billion revenue opportunity for digital media andmarketing solutions providers. That’s despite a recent report suggesting that 1 in 2 SMB online marketingservice dollars are already being spent on web presence. (For that study, from Borrell Associates, webpresence represented $202 billion in spending in 2012, and included such services as website design andmanagement, hosting, and social media management.)A separate study recently issued by Constant Contact found other discoverability issues with small businesses: halfadmitted never updating their online listings, and the same proportion had seen inaccurate listings.Meanwhile, other deficiencies cited by the vSplash study include: ■ 94.5% of SMB websites not being mobile optimized; ■ 94.6% lacking a Twitter widget on their home page, and 91.2% without a Facebook widget; ■ 94.6% lacking an e-commerce shopping cart; ■ 93.7% without a contact email address on the home page; and ■ 49.4% without a phone number on the home page.
Blowing a few mythsSunday 14 April 13 28 Web = going data-‐driven rather than aesthe2cs driven h4p://www.insidefacebook.com/2011/12/27/edgerank-‐and-‐graph-‐rank-‐deﬁned/ EdgeRank and Graph Rank Deﬁned Comment Bri4any Darwell•Dec 27th, 2011Applica2ons, Facebook, News Feed, Open Graph, Open Graph Apps, Pages Facebook has two algorithms that are important to marketers and developers but are largely misunderstood by people across industries. Graph Rank and EdgeRank are what the social network uses to organize the massive amount of ac2vity generated by people, pages and apps and to decide what stories to show whom. Graph Rank applies to Open Graph applica2ons, not page posts or friend’s status updates. Those are aﬀected by EdgeRank, which determines what shows up in your News Feed. Neither of these is a global score. Every bit of ac2vity on the site has a diﬀerent rank for diﬀerent users. And because 2me and aﬃnity plays a role, the rank of each object is not constant. EdgeRank is the algorithm that determines what items populate your News Feed. With all the friends people have and pages they like, most users would be overwhelmed to see all of the ac2vity generated by these connec2ons. Facebook, therefore, assigns a value to every possible story that could end up in the feed. This value is based on aﬃnity, weight and 2me. Aﬃnity is the rela2onship between the user and the page or friend that created an item. Weight is aﬀected by the type of story, for instance, whether it is a photo upload or a comment on another person’s status. Facebook tends to value rich media content and oXen when it introduces something new like Ques2ons, it temporarily weights ac2vity from that feature higher. The third factor aﬀec2ng EdgeRank is how recently an ac2on was taken. These factors are why you might see every check-‐in and linked shared by your best friend, but only see whole photo albums from someone else. EdgeRank is also the reason most fans don’t see every post from pages they like. The more users interact with the page, however, the greater the aﬃnity score becomes and the more likely they are to see page posts in the future. Graph Rank is a new algorithm Facebook is using to determine how Open Graph applica2on ac2vity will be distributed through News Feed, Ticker and Timeline. Graph Rank was introduced at F8 with the announcement of a new type of app that can con2nuously publish user ac2vity to Ticker and Timeline. Because Facebook expects a prolifera2on of sharing through these Open Graph apps, it developed a system to manage the amount and type of ac2vity that each user will see. Graph Rank seeks to show users highly relevant applica2on stories based on the other connec2ons they’ve made on Facebook. So if a user plays Words With Friends, they are more likely to see a friend’s story about another word game than a story about an arcade shooter. This seems to be a reac2on to the nega2ve feedback Facebook received aXer ﬁrst allowing third-‐party apps on the pla]orm. Many users were frustrated with the amount of app ac2vity that ﬁlled their feeds. The social network ini2ally responded by cu_ng oﬀ several viral channels that allowed apps to grow organically. This leX a sour taste in the mouths of many developers. With Graph Rank, Facebook hopes to strike a balance that helps users discover apps they are likely to enjoy without compromising the site or turning oﬀ developers. Together, EdgeRank and Graph Rank help personalize Facebook for each user. Marketers and developers who understand the way the pla]orm ranks content can ﬁnd ways to op2mize their eﬀorts there.
• CTA • Headline • Product/service description • Form • Layout • Pricing, promotional offers... • Amount of text, fold...Sunday 14 April 13 31http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-b-testing/A/B testing isn’t a buzz term. A lot of savvy marketers and designs are using it right now to gain insight into visitorbehavior and to increase conversion rate. And yet A/B testing is still not as common as such Internet marketingsubjects as SEO, Web analytics and usability. People just aren’t as aware of it. They don’t completely understandwhat it is or how it could benefit them or how they should use it. This article is meant to be the best guide you willever need for A/B testing.(Smashing’s Note: If you are looking for quality books on Web design, have a look at ourPrintedSmashing Books. We love them, and so will you: delivering in-depth knowledge by experts, onebook at a time. Learn more...)What Is A/B Testing?At its core, A/B testing is exactly what it sounds like: you have two versions of an element (A andB) and a metric that deﬁnes success. To determine which version is better, you subject bothversions to experimentation simultaneously. In the end, you measure which version was moresuccessful and select that version for real-world use.This is similar to the experiments you did in Science 101. Remember the experiment in which youtested various substances to see which supports plant growth and which suppresses it. Atdiﬀerent intervals, you measured the growth of plants as they were subjected to diﬀerentconditions, and in the end you tallied the increase in height of the diﬀerent plants.Large versionA/B testing on the Web is similar. You have two designs of a website: A and B. Typically, A is theexisting design (called the control), and B is the new design. You split your website traﬃc betweenthese two versions and measure their performance using metrics that you care about (conversion
Blowing a few mythsSunday 14 April 13 33 Important element = no longer the number of visitors but: 1.The quan3ty of visitors analysed in terms of conversion rather than visit – bounce rate 2.The quality must be analysed: where are they coming from – how long are they staying – what are they doing – where are they going to 3.Diversify your traﬃc sources – there are basically 3 sources: direct access – referring sites – search engines – rule of thumb: 1/3 each, to avoid dependence on a speciﬁc SE
Measuring online ac.vity: tracking – Interac,on Visits, unique visitors, visit dura,on, page views – Par,cipa,on Ac,ons completed – Conversion CTA > Lead > Sales – Outreach RSS, sharing, viral eﬀectSunday 14 April 13 34 Conversion (% goals) : tracking which pages are eﬃcient in conver3ng consumer visits into the desired ac3vi3es, such as asking for informa3on, visi3ng a page, subscribing to a newslefer, buying a product, leaving an address… also, which goals are completed by consumers Goals are mainly: sales, leads, contact forms, downloads Outreach: how popular your RSS feeds are, how much is your content shared between consumers, how viral is your campaign
Sunday 14 April 13 35 1 Home 2 Press, Videos, Podcasts 3 Speaking Engagements 4 Knowledge 5 About ▼» 6 Search this website …Occams Razor by Avinash KaushikDigital Marketing and Analytics BlogStandard Metrics Revisited: #3: Bounce Rate 248 Comments | Print | PDFIt is quite likely that your company is spending tons of time, energy, and dollars on web marketing efforts yet conversionrates (or ROI) are stuck in the two to three percent range.You are trying really hard to figure out how to improve the performance but you are stymied by the fact that there is ton ofdata and you have no idea where to start.Ms. Bounce Rate to the rescue!Bounce rate is a beautiful way to measure the quality of traffic coming to your website. It is almost instantly accessible inany web analytics tool. It is easy to understand, hard to mis-understand and can be applied to any of your efforts.
Sunday 14 April 13 47http://www.craigslist.org/about/sites/
Craigslist JoeSunday 14 April 13 48 • hfp://mashable.com/2012/07/03/craigslist-‐joe/?WT.mc_id=en_social-‐good&utm_campaign=Social %2BGood&utm_medium=email&utm_source=newslefer • Film Follows Man Living Off Craigslist Ads1.6k SHARES Share Tweet +1Ads by GoogleCursus Social Media? - Persoonlijke Aanpak & Kwaliteit. Bel Direct voor Advies op Maat.Plus-Opleidingen.nl/Social_MediaSamantha MurphyJul 03, 2012
The technological side: ADSERVERS Impression User visits is counted Criteria are webpage & visit is checked recorded A D S E Ad is R selected V E Page Ad R Ad is (re)loads impression served with the is recorded adSunday 14 April 13 56
Sunday 14 April 13 62 • Nice video explaining this: h@p://www.youtube.com/watch? v=1C0n_9DOlwE&feature=player_detailpage • saved in @video as “the evolu,on of online display adver,sing” • Here about RTB: h@p://www.youtube.com/watch? v=NoGgLxky1FE&feature=player_detailpage also saved: also: h@p://www.youtube.com/ watch?v=2l8VWgnJWGU
Sunday 14 April 13 63http://www.businessinsider.com/future-of-digital-slides-2012-11#-55
display impression in 5 in France has shown on social networks of display impression in France allow social interactionsSunday 14 April 13 64Comscore, 2012, Tendances du marché des réseaux sociaux
AFFILIATION the life cycleSunday 14 April 13 81
Lead Genera,on / Aﬃlia,onSunday 14 April 13 82 = referrals – fees that adver3sers pay to adver3sing networds that refer qualiﬁed purchasers to the adver3ser. The are charged using a cost per lead model. Many online sweepstakes are designed as lead genera3on devices.
Sunday 14 April 13 83 1 = aﬃliate / referral site 3 = merchant site
Sunday 14 April 13 86 = referrals – fees that adver3sers pay to adver3sing networds that refer qualiﬁed purchasers to the adver3ser. The are charged using a cost per lead model. Many online sweepstakes are designed as lead genera3on devices.
Email #2Sunday 14 April 13 100 SERPs are more and more tailered to the individual googler on the basis of about 50 criteria: IP (geoloc) – past history, browser lg, social network
Email on the third screenSunday 14 April 13 101 • h4p://emailgarage.wordpress.com/2012/01/27/how-‐to-‐liven-‐up-‐your-‐emails-‐on-‐tablets/#readmore How to liven up your emails on tablets Today it will be exactly 2 years since Apple rocked the mul2media hardware market by bringing out the iPad. This niXy device allowed surfers to explore the internet on a whole new level. Today, this fast-‐emerging market already oﬀers a lot of choice, with Dell, Asus, LG, Samsung and others also focusing on these compact mobile devices. No surprise it was one the best-‐selling items last Christmas. It has already found its way into14% of households, and there are absolutely no signs of this growth stopping any 2me soon. Many email marketers, HTML builders and designers are already used to building emails for PCs and smartphones, but how can we liven up our emails on tablets? Here are some 2ps to get you going: 1) Haven’t build a mobile version yet? Well, do this ﬁrst. This has a bigger market share and it is fairly easy to adapt your mobile version to a tablet version. 2) Don’t build something boring. A tablet is a lean-‐back device that users use for browsing. Make sure you build an a4rac2ve design to get them to read and click on your newsle4ers. 3) A lot of tablets don’t support Flash. You deﬁnitely shouldn’t use ﬂash in your emails and you should also make sure you don’t put it on your landing page because a lot mobile readers won’t be able to open it. 4) Make your email ergonomic. Your CTA’s need to be easily clickable so make them large enough. You deﬁnitely want to avoid pu_ng text links below one another because you don’t have the accuracy of a mouse to work with. 5) A lot of web-‐based email clients also oﬀer their services through an app version. They will probably use the same rendering engine but you should check if there are diﬀerences in rendering. 6) Your subject line, from name and preheader are s2ll important. If, for instance, you hold your iPad horizontally, you can see your mailbox and preview your email. If you hold it ver2cally, you don’t have a preview version. 7) Adjust the width of your email to the ver2cal screen width. Nobody likes horizontal scrolling. 8) Put a link to your online version on your landing page. If you close your landing page on your PC, your previous frame (your inbox) pops up. On the iPad, for instance, you have to close your browser and reopen your inbox to get back again. So make it really easy for your reader to check out other ar2cles in your newsle4er. 9) Make sure that your message is trustworthy. Tablet readers (as well as smartphone readers) can’t hover over a link to see if it seems trustworthy. 10) If you oﬀer discount codes, for a webshop, for instance, make sure you personalize your URL’s with them so they are preﬁlled on your landing page. Copying and selec2ng text is more diﬃcult on a tablet. 11) 2-‐column designs are less interes2ng given that your tablet is controlled with either your leX or your right hand. You might cover up a column or CTA simply by controlling it. Conclusion: The tablet PC market is growing strongly, so make sure your emails render properly and can be easily controlled with touch screens.
Sunday 14 April 13 102 SERPs are more and more tailered to the individual googler on the basis of about 50 criteria: IP (geoloc) – past history, browser lg, social network
Sunday 14 April 13 103 hfp://www.benchmarkemail.com/FreeEdi3on – cfr More Posts By Aidan Hijleh
SOCIAL MEDIA the life cycleSunday 14 April 13 104
RICH MEDIA the life cycleSunday 14 April 13 105