Earned Media Promotion        March 2013
SHIFT COMMUNICATIONS     100+ PROFESSIONALS                     BOSTON                2012 DIGITAL/SOCIAL AGENCY OF THE YE...
CLIENT EXPERIENCE
EARNED MEDIA• In today’s communications landscape, Paid  (advertising), Earned (PR) and Owned (branded) Media  are converg...
How Do We Define Earned Media?• Earned Media is simply:• “What other people say about us”• In print and online mainstream ...
EARNED MEDIAEdelman Trust Barometer research, 2012
EARNED MEDIA – MOST TRUSTEDEdelman Trust Barometer research, 2012
E A R N E D M E D I A P R O M OT I O N S T R AT E G Y                                                                     ...
Example #1
Research Leads to ContentRESEARCH           Influencer                        CREATIVE                                   C...
Content Leads to Earned MediaEARNED                     EARNED MEDIA   Blog Post          MEDIA     Facebook Update       ...
Earned Media as a Hub PAID                               PAIDMEDIA     Syndication              MEDIA       Promoted Tweet...
Example #2
BRAND            WHOCATEGORY   GETS THE      PRODUCT             TV?           AUDIENCE                      Note: this is...
RESEARCH SURVEY:If the Superbowl and the Oscars wereon the same night, who would get the     (BRAND) TV? Men or Women?    ...
WHO           EARNED MEDIA:GETS THE   Turn survey results into  TV?      infographic and pitch to               Huffington...
WHO        GETS THE          TV?       PAID MEDIA: Use syndication and socialadvertising to drive views to       earned me...
OWNED MEDIA:              WHOPost infographic on social   GETS THE channels and run a FB         TV?   poll continuing the...
RESEARCH SURVEY:                      If the Superbowl and the Oscars were                      on the same night, who wou...
Tactical Ideas to Get Ya Goin’
Ta c t i c a l O p t i o n s t o C o n s i d e r• Paid Promotion                       • Owned Media  – Sponsored Stories ...
Oh, We Need to MEASURE?
ANALYTICS OVERVIEW  SEARCH         EXPOSURE      SURVEYING        SOCIAL       MARKETING             PAID         SALESRan...
THE IMPACT: SOCIAL MEDIA60                                           Shortly after                                        ...
THE IMPACT: SEARCH TRAFFIC                          Search-7DMA200180160           Before SHIFT      After SHIFT140120100 ...
“What Do Facebook’s News Feed Changes Mean for            Marketers and PR Pros?”              http://bit.ly/XYxTO5
Thank You!        To d d S . D e f r e n      @ T D e f r e n – Tw i t t e rtdefren@shiftcomm.com – email  w w w.shi ftcom...
Amplifying the Power of Earned Media
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Amplifying the Power of Earned Media

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With Paid/Earned/Owned Media converging like never before, there is an unprecedented opportunity to amplify Earned Media (a.k.a. your most TRUSTED content assets) using Paid Promotion strategies.

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Amplifying the Power of Earned Media

  1. 1. Earned Media Promotion March 2013
  2. 2. SHIFT COMMUNICATIONS 100+ PROFESSIONALS BOSTON 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B EMPLOYEE STOCK OPTION PLAN NEW YORK MARKETERS SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA OF BRANDTECH AND CONSUMER EXPERIENCE SAN FRANCISCO COMMUNICATIONS THAT TRANSCENDS MARKETING.”AGENCY FACTS BI-COASTAL PRESENCE AWARD-WINNING
  3. 3. CLIENT EXPERIENCE
  4. 4. EARNED MEDIA• In today’s communications landscape, Paid (advertising), Earned (PR) and Owned (branded) Media are converging like never before.• Of these media types, which is the most valuable?• Not "the most expensive." The most valuable.• If what you value most as a brand is the trust of humans (which in turn leads to increased sales), then the answer is obvious:• Earned Media is the most effective influencer of consumer trust.
  5. 5. How Do We Define Earned Media?• Earned Media is simply:• “What other people say about us”• In print and online mainstream media… In blogs… On Twitter, Facebook, etc.• 3rd party, unbiased, “credentialed” or “amateur” – The distinction between “professional” media and consumers and/or bloggers is primarily about audience size – not about whether the content is “earned media”
  6. 6. EARNED MEDIAEdelman Trust Barometer research, 2012
  7. 7. EARNED MEDIA – MOST TRUSTEDEdelman Trust Barometer research, 2012
  8. 8. E A R N E D M E D I A P R O M OT I O N S T R AT E G Y OWNED MEDIA CREATIVE RESEARCH CONTENT EARNED MEDIA ANALYTICS MESSAGING PAID MEDIA• As Paid, Owned & Earned Media converge, the third-party praise of mainstream media, bloggers and consumers grow more important t h a n e v e r.• To d a y w e c a n u s e t h i s E a r n e d M e d i a a s a h u b f o r P a i d & B r a n d e d m a r ke t i n g e f f o r t s , e x t e n d i n g t h e l i f e c y c l e o f t h e c o m p a n y ’s m o s t trusted content.
  9. 9. Example #1
  10. 10. Research Leads to ContentRESEARCH Influencer CREATIVE Content Note: this is not a current or planned campaign
  11. 11. Content Leads to Earned MediaEARNED EARNED MEDIA Blog Post MEDIA Facebook Update Note: this is not a current or planned campaign
  12. 12. Earned Media as a Hub PAID PAIDMEDIA Syndication MEDIA Promoted Tweet PAID OWNEDMEDIA Sponsored Story MEDIA Google+ Content Note: this is not a current or planned campaign
  13. 13. Example #2
  14. 14. BRAND WHOCATEGORY GETS THE PRODUCT TV? AUDIENCE Note: this is not a current or planned campaign
  15. 15. RESEARCH SURVEY:If the Superbowl and the Oscars wereon the same night, who would get the (BRAND) TV? Men or Women? WHO GETS THE TV? Note: this is not a current or planned campaign
  16. 16. WHO EARNED MEDIA:GETS THE Turn survey results into TV? infographic and pitch to Huffington Post Note: this is not a current or planned campaign
  17. 17. WHO GETS THE TV? PAID MEDIA: Use syndication and socialadvertising to drive views to earned media Note: this is not a current or planned campaign
  18. 18. OWNED MEDIA: WHOPost infographic on social GETS THE channels and run a FB TV? poll continuing the conversation Note: this is not a current or planned campaign
  19. 19. RESEARCH SURVEY: If the Superbowl and the Oscars were on the same night, who would get the (BRAND) TV? Men or Women? OWNED MEDIA:Post infographic on EARNED MEDIA: WHO GETS Turn survey results intosocial channels and THE TV? run a FB poll infographic and pitch to continuing the Huffington Post conversation PAID MEDIA: Use syndication and social advertising to drive views to earned media Note: this is not a current or planned campaign
  20. 20. Tactical Ideas to Get Ya Goin’
  21. 21. Ta c t i c a l O p t i o n s t o C o n s i d e r• Paid Promotion • Owned Media – Sponsored Stories leading – Tout Earned Media on back to Earned Media Facebook Page – but try to (MSM, Blogs) engage on the content vs. – Promoted Tweets featuring simply broadcasting kudos from influencers & – You can tweet it more than consumers, or, linked to once; be judicious & coverage human; A/B test tweets – Content Syndication to – Consider email campaign feature MSM content on featuring Earned Media premium news/lifestyle kudos to your opt-in list; sites validate customers’ choice – SEM campaigns linked to – Social Media Newsroom to coverage facilitate social sharing
  22. 22. Oh, We Need to MEASURE?
  23. 23. ANALYTICS OVERVIEW SEARCH EXPOSURE SURVEYING SOCIAL MARKETING PAID SALESRankings of Media Pre and post Conversation Audience Advertising Revenuekey phrases placements metrics Campaign Audience Conversions TransactionInbound links Mentions and awareness Volume impressions data Sharing Database entries Purchase intent data Email list size and growth
  24. 24. THE IMPACT: SOCIAL MEDIA60 Shortly after engagement, SHIFT’s efforts50 drove marked increases in traffic from social media Before SHIFT After SHIFT channels40 TW-7DMA LI-7DMA30 G+-7DMA FB-7DMA20100
  25. 25. THE IMPACT: SEARCH TRAFFIC Search-7DMA200180160 Before SHIFT After SHIFT140120100 80 60 40 Shortly after engagement, SHIFT’s efforts 20 demonstrated a marked increase in website traffic via 0 search
  26. 26. “What Do Facebook’s News Feed Changes Mean for Marketers and PR Pros?” http://bit.ly/XYxTO5
  27. 27. Thank You! To d d S . D e f r e n @ T D e f r e n – Tw i t t e rtdefren@shiftcomm.com – email w w w.shi ftcomm.com – w e b
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