Earned Media Planning

Earned Media Planning
Some essentials, nuts and bolts

digital marketing strategy
&
supplying market feedback and trends for new product development
my job

Application of network science
Semantic Search
Multilingual Social Research
Media Analytics (Skyttle, LiveBuzz)

In a previous life…
I worked in network agencies coordinating digital marketing for global brands

Search
Display
SEO
Affiliates
Content
Email

volume up = sales up

FOOD
FASHION

GEEKS
HIPSTERS

media consumption behaviours have been changing
more people are creating content
we had to reconsider our approach to media and engaging people

Stroke of genius…
“…Earning Media is a not necessarily a cheap option, and is certainly more time-consumingthan buying media with big networks. More importantly, Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding.

Earlier this year…

Research &
Measurement
Community Management
Engagement
Digital Visibility

Each area is like a box of…

You need to use tools, processes and
components in order to get the final product

Research &
Measurement
Community Management
Engagement
Digital Visibility

Social Media Research = information to develop
strategies for community management and
engagement
- Develop a monitoring and research framework
- Select an appropriate supplier and toolset

The framework will grow as you become more proactive with social media
Set up brand-level alerts
Evaluate trending topics

Measurement
Google Analytics
Flickr Analytics
Facebook Insights
Twitter Analytics
Community Growth
Aggregate important numbers into a report and then monitor and benchmark them

Develop your own framework

Research &
Measurement
Community management
Engagement
Digital Visibility

There’s much more to it than just
responding to comments on brand
Facebook and Twitter accounts

Open Source Community
Super Users
Product
Interest Groups
Hardware Company
Government legislation
Energy and climate change
Where do you need to share opinions and maintain a presence ?

You need to go searching for conversations

Seek opportunities to respond…

Efficient community management requires you to
be a part of all relevant conversations wherever
they may be – offline and online!

Community management is all about regular micro-interactions, but how do we really, really engage our communities and create a groundswell?

Research &
Measurement
Engagement
Digital Visibility

There are lots of ways to do this...
But all these approaches mean nothing if they’re not culturally relevant
Content
Events
Co-creation
Product Sampling
Forum creation

Cultural relevance is the key to engagement

Google Chrome Launch

Case Study: Edelman / Bushmills Whisky

Edelman wanted to understand the behaviour 25-43 men online in order to inform an engagement strategy

Market Sentinel agreed to research the topic “Nights Out”

Edelman was provided with an influencer map and behavioural analysis of the target audience which then went on to inform elements of the campaign’s engagement approach.

Our audience was:
Using the web to orchestrate their social lives
Defining their online personas by aligning themselves to brands with specific connotations
Key interests included: Music, Comedy and Sport

We then identified groups of individuals, in each genre, to engage with

As a result, Edelman have produced the ‘Bushmills Brothers’, activity that is currently live
Bespoke content has been produced for each community with a set of ‘brothers’ for each audience which is being:
- Shared on the Bushmills Facebook page
- Used as content for exclusive partnerships with influential blogs

Research &
Measurement
Engagement
Digital Visibility

Increased visibility in social media = increased visibility within search results

Extra visibility creates a halo effect on awareness, traffic and interaction

It’s OK to think about keywords and tags for YouTube and Flickr
They ultimately help your ideas travel

Summary
Create a research framework
Implement meaningful analytics and reporting
Community management requires time and people
Engagement campaigns have to be culturally relevant
Apply the rudiments of SEO

Thanks for listening
Coffee and a chat?
dhiren.shingadia@marketsentinel.com
www. marketsentinel.com
Twitter: @marketsentinel

Picture Creds
http://www.flickr.com/photos/vanrooy/4490213122/sizes/z/
http://www.flickr.com/photos/havovubu/3728604649/sizes/o/
http://www.flickr.com/photos/carworld/3780566252/sizes/m/
http://www.flickr.com/photos/coaxial/3277641319/sizes/o/
http://www.flickr.com/photos/ennuiislife/4803821290/sizes/l/
http://www.flickr.com/photos/joshfassbind/4683365102/sizes/l/
http://www.flickr.com/photos/noodle/2452387779/sizes/z/
http://www.flickr.com/photos/noodle/2452389453/sizes/z/
http://www.flickr.com/photos/candiedwomanire/15899841/#
http://www.flickr.com/photos/localsurfer/249946831/sizes/l/
http://www.flickr.com/photos/candiedwomanire/15899841/sizes/l/
http://www.flickr.com/photos/neychurluvr/4875012490/sizes/l/
http://www.flickr.com/photos/e-ta-i/6148059/sizes/z/
http://www.flickr.com/photos/smiling_da_vinci/3119002/
http://www.flickr.com/photos/freeparking/2128545230/
http://www.flickr.com/photos/talhoffestival/5080717337/
http://www.flickr.com/photos/manitobamaps/2198819258/
http://www.flickr.com/photos/danielavladimirova/3693571249/sizes/o/
http://www.flickr.com/photos/stevendepolo/3747916256/
http://www.flickr.com/photos/henrik_larsson/3274345926/sizes/o/

http://iabuksocial.co.uk	257
http://www.futurelab.net	109
http://www.marketsentinel.com	32
http://www.wowfeed.com	10
http://www.hereputthisbandithaton.com	4
http://retailomania.blogspot.se	3
http://socialmediastrategy.org.uk	3
http://futurelab.net	3
http://www.futurelab.be	2
http://crkaul.posterous.com	2
http://www.tomasgonsorcik.com	2
http://blog.contentmanagementconnection.com	2
http://tweetedtimes.com	1
http://georgedearing.com	1
http://www.sentinel-projects.com	1
http://retailomania.blogspot.de	1
http://cmc.l50sw.com	1
http://www.linkedin.com	1
http://retailomania.blogspot.com	1

Earned Media Planning

by Market Sentinel

Accessibility

Categories

Upload Details

Usage Rights

19 Embeds 436

Statistics

Earned Media Planning Presentation Transcript