Social Fresh EAST 2013: Chris Penn

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Social Fresh EAST 2013: Chris Penn

  1. 1. UNDERSTANDING THE POWER OFEARNED (SOCIAL) MEDIAChristopher S. Penn, Vice President, Marketing Technology
  2. 2. AGENCY INTRODUCTION
  3. 3. SHIFT COMMUNICATIONS2012 DIGITAL/SOCIAL AGENCY OF THE YEARVOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2BMARKETERSSHIFT 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.”BOSTONNEW YORKSAN FRANCISCOLearn more: www.shiftcomm.comEMPLOYEE STOCK OPTION PLANTECH AND CONSUMER EXPERIENCEBI-COASTAL PRESENCE AGENCY FACTSAWARD-WINNINGLearn  more  about  us  at  www.SHIFTcomm.com  
  4. 4. SHIFT CLIENT EXPERIENCE
  5. 5. FOUR BASKETS
  6. 6. EVERYTHING ISNOT MARKETING
  7. 7. THE BIG FOUR
  8. 8. MOMENTS OF TRUTH
  9. 9. KEY INDICATORSMedia  &  PRMarke<ngSalesServiceAudienceLeadsRevenueEvangelistsWhat  we  want Whose  job  it  is
  10. 10. MY STRUGGLE AS A MARKETER
  11. 11. DEFINING EARNED MEDIAOWNED:  We  are  awesome!PAID:  We  paid  this  place  to  say  we  are  awesome!EARNED:  You  are  awesome!
  12. 12. THIS IS EARNED MEDIA
  13. 13. THIS IS EARNED MEDIA
  14. 14. THIS IS EARNED MEDIA
  15. 15. THIS IS EARNED MEDIA
  16. 16. THIS IS EARNED MEDIA
  17. 17. Social ProofTHE POWER OF EARNED MEDIALikingCReciprocityConsistencyDAuthorityScarcity
  18. 18. EARNING MEDIA
  19. 19. SHIFT EARNED MEDIA STRATEGYRESEARCHCREATIVECONTENT EARNED  MEDIA ANALYTICSMESSAGINGOWNED  MEDIAPAID  MEDIAMARKETING  &  SALES
  20. 20. EARNED/SOCIAL MEDIA STRATEGYStrategyWhyWhat are the overall businessobjectives and goals?How will you measure them?What indicators will you use todetermine when something’s notworking and who makes that call?Objectives
  21. 21. WHAT OBJECTIVES?
  22. 22. EARNED/SOCIAL MEDIA STRATEGYMediaWhatWhat content are you going tocreate or curate to gain interest?Where will that content come from?What schedule will you use?Who will be responsible for contentcreation?Content
  23. 23. RESEARCH
  24. 24. EARNED/SOCIAL MEDIA STRATEGYSocialWhoWho is going to be your targetaudience?What self-identified characteristicswill you look for?What networks are they on?How will you build the network?Network
  25. 25. RESEARCH
  26. 26. WHAT ABOUT TRADITIONAL PR?
  27. 27. Social Media StrategyWho What WhyWho is going to be your targetaudience?What self-identified characteristicswill you look for?What networks are they on?How will you build the network?What content are you going tocreate or curate to gain interest?Where will that content come from?What schedule will you use?Who will be responsible for contentcreation?What are the overall businessobjectives and goals?How will you measure them?What indicators will you use todetermine when something’s notworking and who makes that call?Network Content ObjectivesSocial Media Strategy in One Slide(www.ChristopherSPenn.com and @cspenn)Work right to left
  28. 28. MEASURING SUCCESS
  29. 29. SUCCESS METRICSRankings of keyphrasesInbound linksSEARCHMediaplacementsMentions andimpressionsEXPOSUREPre and postCampaignawareness dataPurchase intentdataSURVEYINGConversationAudienceSharingSOCIALAudienceConversionsDatabaseentriesEmail list sizeand growthMARKETINGAdvertisingmetricsPAIDRevenueTransactionVolumeSALESIn  our  earned  media  strategy,  we  examine  7  categories  of  metrics  that  PR  has  a  disJnct  impact  on.  To  learn  more  about  these,  we  invite  you  to  read  our  blog  post  series  on  it  here:  hQp://www.shiScomm.com/2013/03/7-­‐ways-­‐to-­‐measure-­‐pr-­‐introducJon/  
  30. 30. SUCCESS METRICS: SEARCH
  31. 31. SUCCESS METRICS: SOCIAL
  32. 32. SUCCESS METRICS: MARKETING
  33. 33. SUCCESS METRICS: REVENUE
  34. 34. TAKEAWAYS
  35. 35. 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.
  36. 36. SOCIAL FRESH EAST OFFERhQp://bit.ly/socialfresheastcoffeeOn  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  Crea<ve  Cup.  Want  some?  Here’s  how  to  get  it.
  37. 37. Q&A
  38. 38. one  last  thing...

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