Interactive Marketing Communications Summer 2014 Week 2 TV


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Todd's slides from week two of BU's Interactive Marketing Communications program.

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Interactive Marketing Communications Summer 2014 Week 2 TV

  1. 1. CONTENT MARKETING 101 Week 2
  2. 2. Paid vs. Earned vs. Owned • Advertising was traditionally the realm of paid media • Public relations was traditionally the realm of earned media • Advertising claimed an early lead in “interactive” media • PR claimed an early lead in “social” media • Both PR and advertising are now competing for control of owned media channels
  3. 3. PESO • PAID = Money exchanged for space in magazine, newspaper or online site; for time on radio, TV and sometimes online channels • EARNED = Coined by public relations professionals to differentiate from paid media • SHARED = Content shared on, and communities built on, third-party social networks (e.g., Facebook, Twitter, LinkedIn, Pinterest, etc.) • OWNED = Print collateral, websites, blogs, video, podcasts, ebooks, etc.
  4. 4. POE vs PESO • Which makes more sense?
  5. 5. What is Social Media? • Social media is a set of channels, tools and philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting” • Social media is not just a new way to communicate: it’s a new way to do business • Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople. H
  6. 6. Who’s Using Social Media? (B2C) H
  7. 7. Who’s Using Social Media? (B2B)
  8. 8. Who’s Using Social Media? (B2C)
  9. 9. Who’s Using Social Media? (B2C/B2B)
  10. 10. Top B2B Social Marketing Goals
  11. 11. Top B2B Social Marketing Goals
  12. 12. What is Content Marketing? • Content marketing was a response to the evolution of search engine technology • Since content marketing’s rapid rise to popularity, search engine technology has evolved • Content marketing techniques must evolve with it
  13. 13. Content Marketing is Hot
  14. 14. Content Marketing is Big. BUT… If you build it…
  15. 15. Content Marketing Will they come?
  16. 16. Content Marketing = Search + Social + Media … Only If You Can Be Found It’s a search game. And a social game. And a media game. All in one.
  17. 17. Content Marketing ≠ Inbound MarketingA good content marketing program used to be able thrive on one web presence (a website or blog with dynamic content) surrounded by a good social media Program. This “inbound” model does Not work as effectively now As it used to. Why?
  18. 18. The Content Marketing Mix
  19. 19. But is Content Marketing Working for You? • Are you creating content? • If so, what kind, how often & what channels? • How are you promoting it? • Is it being applauded or amplified? • What kind of engagement are you getting? • Is it working? (i.e., is it converting?) (and if it is, would you know it??)
  20. 20. Rand Fishkin’s Content Marketing Manifesto I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.
  21. 21. 6 Keys to Sharable Content
  22. 22. The 7th Key to Sharable Content?
  23. 23. Facebook EdgeRank 5 Things You Didn’t Know About EdgeRank 1. Typical post reaches only 17% of your fans 2. Average post lifespan is 3 hours 3. Comments are 4x valuable than likes 4. Affinity = everything 5. GraphRank is subset of EdgeRank
  24. 24. Todd’s Building Blocks of a Content Marketing Strategy 1. News 2. Understanding of Customer 3. Understanding of Competition 4. Understanding of Industry 5. Understanding of Influencers 6. Opinions on Any and All of These 7. Lack of Fear to be Different, Better or Critical
  25. 25. Curation, Not Just Creation • Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular • You must be able to add value to that content: commentary, insight or more news
  26. 26. Conclusion: Content Marketing Works
  28. 28. What is SEO? The Goal of SEO is to push your content to the top of Search Engine Results Pages H
  29. 29. “Above the Fold” in the Old Days
  30. 30. “Above the Fold” Today Paid Placement Unpaid (Organic) Placement
  31. 31. Search & Social are Critical to Content Marketing Conclusion
  32. 32. READY? MKMC 5012 – DAY 3
  33. 33. Before We Go Any Further • I’ve got some things I need to go over… • Things we all need to remind ourselves of… • The rules of social media change regularly • These are some of the more important ones today…* * Subject to change at any moment
  34. 34. Rule #1 There’s no such thing as a Twitter or a Facebook strategy!
  35. 35. Rule #2 Just because you can measure it doesn’t mean you should!
  36. 36. Rule #3 Social media marketing is content marketing!
  37. 37. Rule #4 Content marketing is inbound marketing
  38. 38. Rule #5 If you build it, they might come, but there’s no guarantee!
  39. 39. Content Marketing Works
  40. 40. Rule #6 The two secrets to being seen are sociability and searchability!
  41. 41. Rule #7: Convert! • A conversion is a measurable event that indicates movement through the sales and marketing process (funnel) • Possible examples of conversions: – Follow / friend / fan a social profile – Like / +1 / favorite a post – Share / re-tweet content – Sign up for mailing list – Open email – Click-through to website – Ask for more information on offering – Purchase / donate – Repurchase – Advocacy / evangelism
  42. 42. Social Media’s Impact on SEO Before After
  43. 43. SEM vs PPC vs SEO • Search engine marketing (SEM) is a combination of paid search programs and “organic” search optimization • Paid search includes: 1. Pay-per-click (PPC) 2. Cost-per-impression (CPI or CPM) (M=1,000) • Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement
  44. 44. 5 Key Metrics of Site SEO 1. Searchability. Is the structure, content and meta-content (descriptive information including titles and keywords) of the site optimized for search engines (specifically Google and Bing), providing the best possible organic search engine results possible, as defined by search experts and online SEO/SEM measurement resources? 2. Accessibility. Is the site accessible from different kinds of devices, and can people with disabilities perceive, understand, navigate and interact with the site, as defined by the W3C Web Accessibility Initiative? 3. Navigability. Once on the site, is the content easily organized and navigated? 4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that person to share their likings (or dislikings) with site managers and/or the general public? 5. Salability. Does the content of the site lend itself to one or more understandable (and measurable) goals – e.g., driving visitors to try out a
  45. 45. 9 Steps to SEO Success 1. Market research 2. Keyword research 3. On-page optimization 4. Site structure 5. Link building 6. Brand building 7. Viral marketing 8. Adjusting 9. Staying up-to-date
  46. 46. Market Research Secrets • Begins with a competitive analysis • What companies / sites are you competing with? • How well do they perform? • Great tool:
  47. 47. Keyword Research Secrets Once you have identified and analyzed the competition at a high level, you can turn your attention to analyzing the keywords from four perspectives: 1. What keywords you want to be known for 2. What your site is keyword optimized for 3. What your competitors’ sites are keyword optimized for 4. What people are searching for Four great keyword tools: 1. 2. 3. 4.
  48. 48. On-Page vs. Off-Page • On-Page SEO focuses on how you can improve the content, structure and navigability of your own site • Off-Page SEO focuses on, well, pretty much everything else, including – DNS (Domain name services) – Social media – Inbound links – Press releases – PPC
  49. 49. HTML 101 <HTML>  This is the outside paired HTML element that declares that what’s inside is HTML <HEAD>  Content inside the HEAD element describes the whole page <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD>  Paired elements (including TITLE) are “closed off” with a leading forward slash <BODY>  All the content displayed on the actual web page appears inside the BODY elements <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY> </HTML> • Right click on a webpage and click on View source to see how a web page is designed…
  50. 50. On-Page SEO Checklist • Always start with keyword selection, research and testing • Meta Description tag • ALT tags • H1 tags • URL structure • Internal linking strategy • Content • Keyword density • Site maps, both XML and user facing • Usability and accessibility • Track target keywords • Expect results in 6-12 months
  51. 51. Author Rank
  53. 53. PPC, PPM, CPL, HUH? • PPC = Pay-Per-Click – Only pay for clicks – CPC = Cost-Per-Click – PPA = Pay-Per-Action (e.g., when item is sold) – CPA = Cost-Per-Action – CPL = Cost-Per-Lead • PPM = Pay-Per-Mille (1,000 impressions) – Avoids click fraud – CPM = Cost-Per-Mille
  54. 54. PPC 101 • PPC is not just about Google AdWords – Bing (Microsoft) Ads – Facebook PPC – Yahoo! Network – Chitika • Not just text ads in SERPs – YouTube – Blogger – Google Maps – Google News – Google Managed Placements (Ad Network)
  55. 55. How to Get Started in PPC 1. Create an AdWords account 2. Pick your audience 3. Choose your keywords that trigger the ad 4. Identify your call to action 5. Build your landing page 6. Build your ad 7. Test your ad 8. Deploy your ad 9. Measure your success
  56. 56. Ad Rank: Who’s #1 • Some factors influencing Quality Score are: – The relevance of your landing page to the keyword – The relevance of your ad to the keyword – The performance of your landing page – a slow- loading website will get a lower QS – Your Click-Through-Rate (CTR) – Historical performance of your campaigns
  57. 57. Google AdWords Accounts • Keywords are bound to a group of ads • This group of ads is part of a campaign • The campaign will be part of your account
  59. 59. (Some) Content Rules • Start with the why • Reuse • Define success • Speak human (but read tech) • Reimagine (but don’t recycle) • Share, solve, but don’t shill • Listen and learn I do some pretty egregious paraphrasing here – the book is better
  60. 60. Why is G+ On Top?
  61. 61. Twitter Rules
  62. 62. Twitter Rules
  63. 63. Twitter Rules
  64. 64. Facebook Still Has the Edge
  65. 65. Age Matters
  66. 66. Different Age = Different Behavior
  67. 67. Gender Matters…
  68. 68. …Especially on Pinterest
  69. 69. But Men Are Coming Around
  70. 70. Income & Education Differences
  71. 71. Google+
  72. 72. The Anti-Social Organization Fresh Ground, Inc. The old model, or one reason why PR is flawed Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA
  73. 73. The Risk of Over-Organization We’ll tackle how to overcome these silos in the Procedural Framework discussion
  74. 74. The Risk of Silos TALKING HEAD SYNDROME Social media practitioners fall victim to three key ailmen This is one of them… • If your public presence is disconnected from your business and unable to satisfy the demands of your community, you’re probably suffering from…
  75. 75. Fresh Ground, Inc. The Reality The Social Organization
  76. 76. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  77. 77. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  78. 78. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  79. 79. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  80. 80. Fresh Ground, Inc. The Social Organization The Reality
  81. 81. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  82. 82. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  83. 83. Fresh Ground, Inc. The Social Organization The Reality Fresh Ground, Inc.
  84. 84. The Social Organization Fresh Ground, Inc. A New Model Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic License Share Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License Listen Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License Change Flickr image uploaded by adam*b Shared under Creative Commons Attribution 2.0 Generic License
  85. 85. The Social Organization • Empowers, trains and engages all relevant departments in social, not just “marcomms” people…
  86. 86. ANALYTICS Week 2-3
  87. 87. The Three Os of Measurement 1. Outputs – Results of publicity efforts 2. Outtakes – How people think as a result of these outputs 3. Outcomes – How their behavior changes as a result of these outtakes Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
  88. 88. Seven Steps of Building a Measurement Program 1. Identify the community – Who do you have relationships with? – Who do you want relationships with? – Who are you reaching with this program 2. Define objectives for each community – At a high level, what are you trying to achieve? 3. Define measurement criteria – Create specific goals, or “conversion goals”, measured by real performance numbers, percentage growth, share of revenue/voice, etc. – You must be able to tie these to your high-level objectives 4. Define your benchmark – Where are you starting from? Baseline metrics are critical! 5. Select a measurement tool – Both traditional and new media 6. Analyze, create action items & recommendations – Focus on what you can change 7. Make changes and measure again “Secrets of Social Media Marketing” Chapter 15
  89. 89. Examples of High-Level Goals • Learn something about customers we’ve never known before • Tell our story to customers and have them share it • Have more comments than posts • Get our customers to help each other • Create a new revenue channel • Improve our reputation online Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
  90. 90. Sample Basic Metrics • Get on page one of SERPs for key industry term • Grow RSS or email subscriptions by 100% • Have an average of 3 comments per post • Increase the number of Facebook users “talking about” our page by 75 • Grow inbound links by 50 • Have at least two blog and media mentions per week • Grow our Alexa ranking by 500 places by n date • Improve the sentiment so there are more positive mentions than negative ones • Grow web traffic by 200% • Grow downloads or sales by 50% over next four months “Secrets of Social Media Marketing” Chapter 15
  91. 91. Example Report
  92. 92. Example Report (Continued)
  93. 93. The Best Social Media Metrics* 1. Conversation Index – Ratio of posts to comments or replies 2. Amplification Rate – How many people share each post/update/tweet/etc. 3. Applause Rate – How many people “like,” “+1” or “favorite” each piece of content 4. Economic Value – Sum of short- and long-term revenue and cost savings
  94. 94. Paul’s Favorite Metrics • Page Views – Simple but easy, as long as you understand difference between views (or visits) and visitors • Returning Visitors – How sticky is your site? Over time this becomes more important • Pages Per Visit – Keep it trending upward; it’s another measurement of stickiness • RSS Subscriptions – How many people read your blog on a regular basis (in theory) • Referring Sites – Who’s sending you the most traffic, to where, and why? • SERP – Where do you rank? • Search Terms – Use these to optimize your site content
  95. 95. Three Metrics In The News 1. Return On Investment 2. Net Promoter Score 3. Ad Value Equivalency
  96. 96. Return On Investment • According to Wikipedia, ROI is “the ratio of money gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested.” • There are two important variables in this equation: – Return – Investment • There’s also a third vital term: Money. • Return is payoff as measured in revenue generated or costs avoided
  97. 97. Net Promoter Score
  98. 98. Ad Value Equivalency • The calculation of space or time used for earned media (publicity or news content) by comparing it to the cost of that same space or time if purchased as advertising
  99. 99. The Problem with AVE 1. AVEs do not measure outcomes 2. AVEs reduce public relations to media relations 3. AVEs fly in the face of integrated measurement 4. AVEs provide no diagnostic value
  100. 100. Alternatives to AVE 1. Reach: the number of people exposed to coverage 2. Opportunities to See (OTS): Similar to reach, but counts multiple articles from single pub 3. Frequency: Average number of times a person has seen coverage 4. ROE: Return on Engagement?
  101. 101. The Barcelona Principles 1. Goal setting and measurement are important 2. Media measurement requires quantity and quality 3. AVEs are not the value of public relations 4. Social media can and should be measured 5. Measuring outcomes is preferred to measuring media results (outputs) 6. Organizational results and outcomes should be measured whenever possible 7. Transparency and replicability are paramount to sound measurement
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