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Harnessing the Most Powerful Advertising Tool, Earned              Media, via UGC strategy.       USER GENERATED CONTENT  ...
Earned Media V Paid & OwnedThe paid, owned, earned online advertising theory. Increasingly blurred by ‘native ads’ & onlin...
Consumer Trust Earned Media /      Paid & Owned                     2012 Nielsen Study:  -92% of OECD consumers trust Earn...
OECD Consumer Trust in Advertising Media90%80%70%60%50%                                                      Trust40%30%20...
‘Trust’ in online media advertising                   channels.•   ‘Word-of-mouth’ from peers/influencers: 92%•   Online R...
“Consumers around the world continue to seerecommendations from friends and online consumer        opinions as by far the ...
How Social Media users trust what       their friends say via social.• 2011 Study:• 70% of US Facebook users would be “mor...
Encouraging users to share UCG via                social Brands must find ways to encourage users to share  authentic, pos...
UGC campaignsCheck out these ongoing UGC campaigns fromTourism Australia (Instagram), University ofWisconsin-Madison (Pint...
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Earned Media Trust and User Generated Content

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Trust in traditional advertising methods online are declining. CTR for banner ads are lower than ever. Conversely, trust in earned media (what other say online about brands) is actually increasing. Advertisers must tap into this change by tapping into User Generated Content strategies. Every second millions of consumers upload content showing behaviour and consumption of brand. Millions of pieces of content are created each day.
UGC and Earned Media go hand in hand. Successful brand marketers will find ways to encourage social sharing from real consumers across user networks and channel back with a positive feedback loop using paid and owned media methods.

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  • The old paid, owned, earned theory. Increasingly blurred. Paid + Owned can drive Earned Media strategy. Positive feedback loop…
  • 92% trusted word-of-mouth from friends, 70% trusted online reviews and recommendations from strangers. Owned media like websites were trusted by about 50% of peoplePaid messages were trusted by 4/10 people
  • Source: Nielsen Online Consumer Report (2012)
  • Source: Nielsen 2012
  • Transcript of "Earned Media Trust and User Generated Content"

    1. 1. Harnessing the Most Powerful Advertising Tool, Earned Media, via UGC strategy. USER GENERATED CONTENT Earned Media = UGC
    2. 2. Earned Media V Paid & OwnedThe paid, owned, earned online advertising theory. Increasingly blurred by ‘native ads’ & online PR. Paid + Owned can drive Earned Media strategy. Positive feedback loop…
    3. 3. Consumer Trust Earned Media / Paid & Owned 2012 Nielsen Study: -92% of OECD consumers trust Earned Media above other forms of brand communication. -Next best was Owned Media, like websites, at 52%. -40% of people trusted Paid Media messages like banner ads and SEM.
    4. 4. OECD Consumer Trust in Advertising Media90%80%70%60%50% Trust40%30%20%10% 0% Paid Owned EarnedSource: Nielsen Online Consumer Report 2012
    5. 5. ‘Trust’ in online media advertising channels.• ‘Word-of-mouth’ from peers/influencers: 92%• Online Reviews/ recommendations: 70%• Owned media, such as company websites: 58%• Emails (that they consented to receive): 50%• Product placement in TV shows: 40%• Radio advertisements: 42%• Cinema advertising: 41%• Online video ads: 36%• Online banner ads: 33% (up from 26% in 2007)• Paid search results: 40% (up from 34% in 2007)• Sponsored ads on social networking sites: 36%• Video or banner ads on smartphones and tablets: 33%• Mobile phone text ads: 29% (an increase of 61% since 2007) Source: Nielsen (2012)
    6. 6. “Consumers around the world continue to seerecommendations from friends and online consumer opinions as by far the most credible… “Successful brand advertisers will seek ways to better connect with consumers & leverage their goodwill in the form of consumer feedback and experiences.” - Randall Beard, Global Head of Advertiser Solutions, Nielsen, August 2012.
    7. 7. How Social Media users trust what their friends say via social.• 2011 Study:• 70% of US Facebook users would be “more likely to buy a specific brand” after a positive recommendation by a friend.• - Morpace Market Research
    8. 8. Encouraging users to share UCG via social Brands must find ways to encourage users to share authentic, positive brand experiences via social.• #Hashtags, Check-Ins & Tagging: Use the power of Twitter, Tumblr, Instagram, Vine, Pinterest to encourage sharing of images, video OR encourage tagging, check-ins on Facebook, Foursquare.• Use owned channels: Website, packaging to encourage social sharing.• Influencer Outreach: Recruit influencers to advocate for your brand via UGC, 70% of consumers trust online influencer.
    9. 9. UGC campaignsCheck out these ongoing UGC campaigns fromTourism Australia (Instagram), University ofWisconsin-Madison (Pinterest) & Ford (Twitter)
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