Zuberance - Paid Vs Earned Media
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  • Do you feel Paid can be a catalyst for Earned? If so, what are the requirements for this to take affect? What do you think about BuzzFeed's "Viral Lift" - that is the metric comprised of "total number of views" / "the number of views that were organically clicked from buzzfeed's page" (usually expressed as a multiplier - i.e. 1.3x). Would this be a good definition for an earned media success metric to use for brands (i.e. total views / views who got their organically via on-site media)?
  • How are you currently spending resources on Owned vs. Paid vs. Earned media? Please rank in order of importance.What percentage of your marketing budget has shifted from "Paid Media" to "Earned Media"?
  • Delete second Name/Title if not needed, but be sure to keep the Month Day, Year information. For a teleconference, after the date, add a period and “Call in at XX:55 p.m. Eastern time” (change the time to five minutes prior to the start of the teleconference).
  • EU pia data – impressions (1.1 billion influence posts x 152 impressions added to 120 billion influence impressions = 287.2billion)
  • There are for constructs where public engagement can be activated in the digital spaceOwned:These are properties that an organization has some degree of ownership over such as their own Website or their official Facebook “embassy:Paid:These are media opportunities which require a fee to be exchanged in order to participateEarned: These are media opportunities where visibility, mentions etc. are not paid but occur organicallySocialThese are the platforms where social behavior and engagement greatly influence the ecosystem (Facebook, Twitter, Blogosphere, Forums).There is a great deal of OVERLAP in between these spaces and while Edelman can work in all of them, community management is focused in the social sphere.
  • There are for constructs where public engagement can be activated in the digital spaceOwned:These are properties that an organization has some degree of ownership over such as their own Website or their official Facebook “embassy:Paid:These are media opportunities which require a fee to be exchanged in order to participateEarned: These are media opportunities where visibility, mentions etc. are not paid but occur organicallySocialThese are the platforms where social behavior and engagement greatly influence the ecosystem (Facebook, Twitter, Blogosphere, Forums).There is a great deal of OVERLAP in between these spaces and while Edelman can work in all of them, community management is focused in the social sphere.
  • There are for constructs where public engagement can be activated in the digital spaceOwned:These are properties that an organization has some degree of ownership over such as their own Website or their official Facebook “embassy:Paid:These are media opportunities which require a fee to be exchanged in order to participateEarned: These are media opportunities where visibility, mentions etc. are not paid but occur organicallySocialThese are the platforms where social behavior and engagement greatly influence the ecosystem (Facebook, Twitter, Blogosphere, Forums).There is a great deal of OVERLAP in between these spaces and while Edelman can work in all of them, community management is focused in the social sphere.
  • There are for constructs where public engagement can be activated in the digital spaceOwned:These are properties that an organization has some degree of ownership over such as their own Website or their official Facebook “embassy:Paid:These are media opportunities which require a fee to be exchanged in order to participateEarned: These are media opportunities where visibility, mentions etc. are not paid but occur organicallySocialThese are the platforms where social behavior and engagement greatly influence the ecosystem (Facebook, Twitter, Blogosphere, Forums).There is a great deal of OVERLAP in between these spaces and while Edelman can work in all of them, community management is focused in the social sphere.
  • Edelman’s Unique POV: Social, Economic and Technical conditions have created a stakeholder society.
  • Connection: How to connect participants and those with influenceContent: leveraging relevant and and engaging contentInitiating campaigns which integrate multiple media properties. Transmedia storytellingCoordination between multiple properties at scale

Zuberance - Paid Vs Earned Media Zuberance - Paid Vs Earned Media Presentation Transcript

  • 1
    Sean Corcoran, Senior Analyst, Forrester
    David Armano, Senior Vice President, Edelman Digital
    Rob Fuggetta, Founder/CEO, Zuberance
    Twitter hashtag: #PaidvEarned
    Paid vs Earned Media
    April 19, 2011
  • Paid vs Earned Media
    2
    Moderator:
    David Spark
    Spark Media Solutions
  • Paid vs Earned Media
    3
    Hashtag for event:
    #PaidvEarned
  • 4
    Successful earned media campaign techniques
    B2B, mid-size,communication
    Integration strategy of owned, paid, earned
    Best uses of each channel for highest ROI, budget mix
    ROI evaluation, measurement methods, success metrics
    “Viral lift,” conversion rates, tracking
    How to manage, scale, automate earned campaign
    Resources and tools
    Trends
    You asked us about…
  • 5
    Participant Profile: Title & Role
    Title
    Role & Responsibility
    N = 336, Online survey, fielded April 12 – 18 2011
  • 6
    Current Spends and Trends
    Q: How are you currently spending resources on Media?
    Rank in order of importance.*
    Q: What % of your marketing budget has shifted from Paid to Earned Media?
    Owned
    Budget shifts from Paid to Earned
    Earned
    Paid
    *N = 336; score is a weighted calculation
  • Marketers believe customers go to owned media channels most*
    7
    *N = 336; score is a weighted calculation
  • 8
    Marketers are evenly divided on views
    Q: Which category has the biggest impact on your business in terms of generating sales, new customers, and revenue from marketing-related efforts? Why?
    • Owned media such as your website or blog
    • Paid media such as search engines, banner ads or other advertising
    • Earned media such as reviews, online forums, other sources for peer advice
    N = 336
  • Biggest impact on business: Owned
    9
    • Content is superior. "Content is King."
    • [I have] control over content in an environment that directly sells my brand
    • [Owned media] has the most information and details- [and is a] trusted source of accurate info [Owned media] is used as a research tool, it showcases the most information about our brand in one place. All Paid & Earned Media drive back to our website.
    • Most of information about what the company does is contained within owned media, giving customers a better understanding of what we're all about.
    • [It is the] number one area where customers like to book and compare prices.
    • We drive everyone to the website. Also, people do searches indepenedently, and will be led there. Finally, the obvious reason is that we sell our product on our website through a hosted booking engine.
    N = 336, quantitative and open-ended comment analysis
  • Biggest impact on business: Paid
    10
    • As a challenger brand, awareness driving to a large audience is critical for trial and new customer acquisition. Earned builds loyalty, but comes later in the cycle.
    • Direct response campaigns drive the most the most in-store and onine traffic
    • Awareness is a key issue in videogames - a launch driven business - and we do not feel Earned or Owned Media gets us enough reach (for most releases).
    • It's the highest reaching vehicle that creates awareness and drives traffic to your "owned" properties
    • Very measurable ROI - easy to track how many leads, sales, etc came directly from the investment.
    • It's measurable and thus gets the most budget
    N = 336, quantitative and open-ended comment analysis
  • Biggest impact on business: Earned
    11
    • They are perceived as being independent and unbiased.
    • We're a B2B focused brand, so our customers tend to know who we are in the industry. We really rely on the word of mouth on our technology to sell intricate details of our product to buyers.
    • Word of mouth recommendations are our largest source of referrals and brand discovery/awareness (new sales). Luckily we are one of the few brands that believes credibility, trust, and limited transparency are crucial to success.
    • 3rd party endorsements, whether from peers, other buyers or critical reviews, have great impact.
    • Customers are looking at how others use products in similar ways and then make value judgments based on that information.
    Credible & trustworthy
    Peer references
    Third-party influence
    N = 336, quantitative and open-ended comment analysis
  • Paid vs Earned Media
    12
    Sean Corcoran
    Senior Analyst
    Forrester Research Inc
    @seancor
  • Shifting The Balance Of Media
    Sean Corcoran, Sr. Analyst
    April 19, 2011
  • Word-Of-Mouth reigns again
  • This social media thing is real
    More than 4 out of 5 online U.S. adults now participate in social media each month
    …and nearly 7 out of 10 European online adults too
    Sources: Forrester Social Technographics Survey Q4, 2009
  • Social networks are really popular
    59% of U.S. online adults are visiting social networks at least once per month
    …and 50% of online Metro Chinese adults too
    Sources: Forrester Social Technographics Survey Q1, 2010
  • People are VERY active with social media
    Nearly one third of US online adults are “Conversationalists” – they post status updates on social sites at least weekly
    Sources: Forrester Social Technographics Survey Q1, 2010
  • Word-Of-Mouth Is Now Media (Earned Media)
    Word-of-mouth impressions made by people on other people online in the U.S. in 2009:
    500 Billion
    Source: Forrester North Americans Technographics Empowerment Survery Q4 2009
  • And It Lives On
    • Reviews/Ratings
    • Blog posts & comments
    • Listening platforms
    • Volume, Sentiment, etc.
    • Paid Search
    • Display ads
    • Video ads
    • Sponsorships
    • Web site
    • Mobile site
    • Facebook
    • Twitter
    • YouTube
    “Earned, Owned, Paid” redefines the marketing mix
    Earned Media
    “The Result”
    Paid Media
    “The Catalyst”
    Owned Media
    “The Portable Brand”
  • Brands can now build long term socially-enabled platforms, rather than just short term campaigns
  • Marketers have a tremendous opportunity to energize their advocates and create earned media
    16% of the online consumers generate 80% of online word-of-mouth impressions
  • Paid media (advertising) is the catalyst
  • Social media has become the interactive platform for TV
  • The “true reach” of the Super Bowl includes both earned and paid media
    75 million total online views with 55,000 comments and over 185,000 ratings
  • O + P = E
  • What It Means: An up hill battle for marketers
  • Marketers have been on the hunt
  • …but the hunters have become the hunted
  • Marketers must adapt
    Adaptive Marketing:
    A flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity.
  • In the adaptive marketing era…
    ALL of marketing evolves from a focus on push to pull
    The Groundswell (social media) is mainstream
    All marketing communication is “always on”
    Consumers move from passive audience to active participants
    Brands must publish and update content on a regular basis
    Intelligence drives decisions in real time
    Loyalty and Influence become the key drivers of success
  • Recommendations
    Start thinking about marketing to people
    Most interactive marketers actually market to browsers, phones, and email addressess
    Identify your advocates immediately
    Use listening platforms to identify the most influential and NPS to identify the most loyal
    Build owned media platforms that enable advocates to promote the brand
    Leverage tools like Facebook Open Graph and Ratings and Reviews
    Create cross-team processes
    Share real time data and processes for acting on it across marketing, PR, customer service, IT, etc.
    Recognize the true cost is in resources
    You can’t buy earned media, you must empower the organization to cultivate it
    Rethink your metrics
    Include earned media metrics in your paid media analysis
    Measure the impact paid media has on your owned and earned media assets
    Incorporate loyalty and influence as key metrics for any marketing initiative
  • Thank you
    Sean Corcoran
    @seancor
    www.forrester.com
  • Paid vs Earned Media
    35
    David Armano
    Senior Vice President
    Edelman Digital
    @armano
  • MEDIA PROPERTIES, OVERLAPS & OWNERSHIP
    MEANINGFUL ENGAGEMENT IN A CONNECTED WORLDDavidArmano, SVP Edelman Digital | @armano
  • DIGITAL MEDIA
    PROPERTIES & PLATFORMS
  • Digital
    properties
    Websites
    Custom Built PortalsInternal/Enterprise
    OWNEDproperties
    EARNEDmedia
    38
  • AdvertisingBannersDisplayPaid Endorsements
    Digital
    properties
    Websites
    Custom Built PortalsInternal/Enterprise
    Rich Media Content
    OWNEDproperties
    PAIDmedia
    39
  • AdvertisingBannersDisplayPaid Endorsements
    Digital
    properties
    Websites
    Custom Built PortalsInternal/Enterprise
    Rich Media Content
    OWNEDproperties
    PAIDmedia
    Partnerships
    Influencer networksBranded entertainmentNiche Platforms
    EARNEDmedia
    40
  • AdvertisingBannersDisplayPaid Endorsements
    Digital
    properties
    Websites
    Custom Built PortalsInternal/Enterprise
    Rich Media Content
    OWNEDproperties
    PAIDmedia
    Partnerships
    Influencer networksBranded entertainmentNiche Platforms
    EMBASSIES
    EARNEDmedia
    SOCIAL
    platforms
    outposts
    RELEVANT Message boards
    blogosphere
    Influencer engagement
    41
  • THE “CLOVERLEAF”
    WHERE MEDIA LIVES TODAY
  • 43
  • SEARCH & SOCIAL: HOW
    DIGITAL MEDIA SPREADS
  • 45
    Search: Information based
    +
    1. Digital participant initiates search(information)
    3. Traffic directed & media sharedvia social networks and e-mail
    2. Results ranked by authority/quality
    Source: David ArmanoEdelman 2011, edelmandigital.com
  • 46
    Search: Information based
    +
    1. Digital participant initiates search(information)
    3. Traffic directed & media sharedvia social networks and e-mail
    2. Results ranked by authority/quality
    Source: David ArmanoEdelman 2011, edelmandigital.com
    Social: Influence based
    3. Conversations & social sharing about media influence search results and rankings
    2. Media digested, conversed aboutand shared
    1. Digital participant views mediafrom social connection (relationships)
  • 47
  • EARNING MEDIA
    THROUGH OUTREACH
  • FIRST DETERMINE WHO HAS THE RIGHT INFLUENCE
    49
  • Source: Edelman 2011, edelmandigital.com
    50
  • THE FOUR C’S FORMEANINGFUL ENGAGMENT
    IN A CONNECTED AGE
  • CONNECTION: EBAY SOCIAL MEDIA SELLERS
    53
  • CONTENT: HUGGIES HIGH CHAIR CRITICS
    54
  • CONTENT: HUGGIES HIGH CHAIR CRITICS
    • Two months after launch, Highchair Critics (HC) outpaced the growth of Huggies’ Facebook Page – the brand’s most active and engaged online community to date. HC had 67,000 page views compared to Facebook’s 13,500 page views during the same time period
    • HC averaged 440 comments on promotional giveaway posts each week (during the commercial program), spurring thousands of positive, personal endorsements from moms, many of whom cited the shaped-to-fit feature as their favorite product benefit
    55
  • CAMPAIGN: CLINIQUE
    Directing to Facebook competition
    3,365 competition entries
    9,000 votes
    39,440 visits to the Facebook competition
    42,053 YouTube video views
    56
  • CAMPAIGN: EDGE #SOIRRITATING
    “The #soirritatinghashtag has been used about 6,800 times, and attention from numerous media outlets has contributed to mounting buzz — all of which likely contributed to Edge’s decision to continue the campaign throughout 2011” (Mashable)
    57
  • COORDINATION: BLACKBERRY GLOBAL SOCIAL BUSINESS
    58
  • Paid vs Earned Media
    60
    Rob Fuggetta
    Founder/CEO
    Zuberance
    @RobFuggetta
  • Leveraging Earned MediaRob Fuggetta, Founder/CEO, ZuberanceApril 19, 2011
  • 62
    About Zuberance
    Social Marketing Company focused on Brand Advocates
    Turn Brand Advocates into powerful marketing force
    Generate qualified leads, traffic, sales, positive WOM
  • 63
    Where Zuberance Fits In
    Social Media Marketing Products & Services
    Listen
    Engage
    Sell
    Zuberance
  • 64
    Zuberance Brand Advocate Solution
    “Advocate E-S-P”
    Advocate Expertise
    Advocate Services
    Advocate Platform
    • Advocate Apps
    • Marketer Tools
    • Advocacy Engine
    • Advocate Insights
  • 65
    Brand Advocates, Definition
    Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so.
    ►60 Million Brand Advocates in U.S.
    Source: Multiple
  • 66
    How to Leverage Earned Media
    Brand Advocacy System
  • 67
    Identify Brand Advocates…
    How likely are you to recommend our brand or product to your friends?
    50%
  • 68
    Ask Ultimate Question in Many Places
    Email
    Call Center
    Web
    Product
    Social
    Packaging
  • …Energize Brand Advocates…
    Advocate Ratings & Reviews
    Advocate Stories
    Advocate Answers
    Advocate Offers
    69
  • …Track Results
    • Clicks
    • Leads
    • Impressions
    • Sales
    70
    ►Earned Media is Measurable!
  • 71
    Real-World Results
  • 72
    Q: How Compete Against “Big Boys”?
    $50M+
    Vonage$200M
    Ooma
    <$2M
    Source: Vonage annual report, 2010
  • 73
    Answer: Ooma Unleashes Advocates
  • 74
    Ooma Acquisition Costs Drop 54%
    Customer Acquisition Costs (CAC)
    $146
    $78
    Before
    After
  • 75
    Problem: Negative WOM
    ►Yet 54% of Norton customers highly likely to recommend
  • 76
    Solution: Norton Advocates to Rescue!
    Before energizing Norton Advocates:
    After energizing Norton Advocates:
    ►Norton sales increased $26 million on Amazon.com
  • 77
    750,000 Chili’s Advocates
    1M+ Recommendations
    50,000+ Email Club Sign-Ups
    Chili’s Peppers in Earned Media
  • 78
    10X Higher Conversion Rate
    25%
    2.5%
    Earned Media
    Paid Media
    Source: FireClick Index, Zuberance Customer Data
  • 79
    Do not pay or coach Brand Advocates
    Make it easy for Advocates
    Track and optimize results
    Get an Advocacy system
    Best Practices
  • 80
    Thank You!
    Rob Fuggetta, Founder & CEO
    Zuberance
    rob@zuberance.com
    650.369.2002
    Follow Zuberance on Twitter:
    http://twitter.com/zuberance