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Amplifying the Power of Earned Media 2,361

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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 2,361

  1. 1. Earned Media Promotion Ma r c h 2 0 1 3
  2. 2. SHIFT COMMUNICATIONS BOSTON NEW YORK SAN FRANCISCO 100+ PROFESSIONALS EMPLOYEE STOCK OPTION PLAN TECH AND CONSUMER EXPERIENCE AGENCY FACTS BI-COASTAL PRESENCE 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B 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 BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.” AWARD-WINNING
  3. 3. CL IENT 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 MEDIA Edelman Trust Barometer research, 2012
  7. 7. EARNED MEDIA – MOST TRUSTED Edelman Trust Barometer research, 2012
  8. 8. EARNED MEDIA PROMOTION STRATEGY RESEARCH CREATIVE OWNED MEDIA CONTENT EARNED MEDIA ANALYTICS MESSAGING PAID MEDIA • A s P a i d , O w n e d & E a r n e d Me d i a c o n v e r g e , t h e t h i r d - p a r t y p r a i s e o f ma i n s t r e am me d i a , b l o g g e r s a n d c o n s ume r s g r o w mo r e imp o r t a n t 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 Me 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 k e 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 t r u s t e d c o n t e n t .
  9. 9. Example #1
  10. 10. Resear ch Leads to Content Influencer RESEARCH Content CREATIVE Note: this is not a current or planned campaign
  11. 11. Content Leads to Earned Media Facebook Update EARNED Blog Post MEDIA EARNED MEDIA Note: this is not a current or planned campaign
  12. 12. Earned Media as a Hub PAID MEDIA Syndication PAID MEDIA Promoted Tweet Google+ Content OWNED Sponsored Story MEDIA PAID MEDIA Note: this is not a current or planned campaign
  13. 13. Example #2
  14. 14. BRAND WHO GETS THE CATEGORY PRODUCT TV? AUDIENCE Note: this is not a current or planned campaign
  15. 15. RESEARCH SURVEY: If the Superbowl and the Oscars were on 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 GETS THE TV? EARNED MEDIA: Turn survey results into 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 social advertising to drive views to earned media Note: this is not a current or planned campaign
  18. 18. WHO GETS THE TV? OWNED MEDIA: Post infographic on social channels and run a FB 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 social channels and run a FB poll continuing the conversation EARNED MEDIA: Turn survey results into infographic and pitch to Huffington Post WHO GETS THE TV? 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. Tac t i cal Opt ions to Cons ider • Paid Promotion – Sponsored Stories leading back to Earned Media (MSM, Blogs) – Promoted Tweets featuring kudos from influencers & consumers, or, linked to coverage – Content Syndication to feature MSM content on premium news/lifestyle sites – SEM campaigns linked to coverage • Owned Media – Tout Earned Media on Facebook Page – but try to engage on the content vs. simply broadcasting – You can tweet it more than once; be judicious & human; A/B test tweets – Consider email campaign featuring Earned Media kudos to your opt-in list; validate customers’ choice – Social Media Newsroom to facilitate social sharing
  22. 22. Oh, We Need to MEASURE?
  23. 23. ANALYTICS OVERVIEW SEARCH Rankings of key phrases Inbound links EXPOSURE Media placements Mentions and impressions SURVEYING Pre and post Campaign awareness data Purchase intent data SOCIAL Conversation Audience Sharing MARKETING Audience Conversions Database entries Email list size and growth PAID Advertising metrics SALES Revenue Transaction Volume
  24. 24. THE IMPACT: SOCIAL MEDIA 60 50 40 30 20 10 0 TW-7DMA LI-7DMA G+-7DMA FB-7DMA Before SHIFT After SHIFT Shortly after engagement, SHIFT’s efforts drove marked increases in traffic from social media channels
  25. 25. 200 180 160 140 120 100 80 60 40 20 0 THE IMPACT: SEARCH TRAFFIC Search-7DMA Before SHIFT After SHIFT Shortly after engagement, SHIFT’s efforts demonstrated a marked increase in website traffic via 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 . De f r e n @TDe f r e n – Twi t t e r t d e f r e n@s h i f t c omm. c om – ema i l www. s h i f t c omm. c om – we b

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