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Earning Media: How to Get Press, Bloggers, and Fans to Talk About Your Brand or Event

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How to Get Press, Bloggers, and Fans to Talk About Your Brand or Event Using Earned Media. Includes Tips and Suggestions to Tell a Better Story.

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Earning Media: How to Get Press, Bloggers, and Fans to Talk About Your Brand or Event

  1. 1. Macy Koch| branddrivendigital.com | 2014 BRAND DRIVEN digital Earning Media How to Get Press, Bloggers, and Fans to Talk About Your Brand or Event
  2. 2. Earning Media ‣ Current State of Media ‣ Types of Media ‣ How to Gain More Earned Media ‣ Outlets to Keep In Mind ‣ The Path Ahead
  3. 3. 1 Current State of Media
  4. 4. Source: baekdal.com/analysis/market-of-information LocalM arketplace Where We Find Information
  5. 5. Photo via Flickr user Matthew Diamond Taking A New Direction
  6. 6. Photo via Flickr user jypsygen Transparency is Key
  7. 7. Photo via Flickr user Jason Howie Social Is Important
  8. 8. Source: Vocus
  9. 9. Source: Vocus
  10. 10. Source: Vocus
  11. 11. Source: Vocus
  12. 12. Photo via Flickr MookieLuv No Secret Sauce
  13. 13. “ – Regional Business Reporter I get ideas from Facebook and Twitter, but I prefer pitches by email with more information. I don’t want a ‘marketing’ pitch that sounds like an ad. In fact, that is usually a turn off. ! I need to be able to quickly figure out if it is a story that will interest my readers. And my readers let me know in the comment section of my stories if they think what I wrote sounds more like an ad than a story. I just want a short, clear press release with some facts so I can see if I want to follow up.”
  14. 14. “ – Regional Business Reporter I get ideas from Facebook and Twitter, but I prefer pitches by email with more information. I don’t want a ‘marketing’ pitch that sounds like an ad. In fact, that is usually a turn off. ! I need to be able to quickly figure out if it is a story that will interest my readers. And my readers let me know in the comment section of my stories if they think what I wrote sounds more like an ad than a story. I just want a short, clear press release with some facts so I can see if I want to follow up.”
  15. 15. Photo via Flickr umjanedoan Where We Tell Our Story DOES Matter
  16. 16. 2 Types of Media
  17. 17. Owned Media ‣ Channel a Brand Controls ! ‣ Website ‣ Blog ‣ Social Networks
  18. 18. Pros ‣ Control ‣ Low Cost ‣ Versatility Cons ‣ Company Not Trusted ‣ Takes Time to Scale ‣ No Guarantees Owned Media ‣ Channel a Brand Controls
  19. 19. Paid Media ‣ Brand Pays to Leverage a Channel ! ‣ Display Ads ‣ Paid Search ‣ Sponsorships
  20. 20. Pros ‣ In-Demand ‣ Immediacy ‣ Control Cons ‣ Clutter ‣ Declining Rates ‣ Poor Credibility Paid Media ‣ Brand Pays to Leverage a Channel
  21. 21. Earned Media ‣ Publicity Gained Through Promotions ! ‣ Press ‣ Ratings and Reviews ‣ Buzz or Word-of-Mouth
  22. 22. Pros ‣ Most Credible ‣ Transparent ‣ Lives On Cons ‣ No Control ‣ Can Be Negative ‣ Hard to Measure Earned Media ‣ Brand Pays to Leverage a Channel
  23. 23. “ – Gini Dietrich, Author of Spin Sucks Your livelihood will, in the very near future, depend on how you drive effectiveness, cultivate creative ideas, assess customer needs, build relationships with influencers, develop reach, achieve authenticity, and cut through all the clutter that is out there, competing with you for the same top spot.
  24. 24. 3 How To Gain More Earned Media
  25. 25. Photo via Flickr user .reid EXECUTION:
 Campaign vs. On-Going
  26. 26. Ask Yourself ‣ Who are we trying to reach? ‣ What is our message? ‣ What do we want them to know or do?
  27. 27. Photo via Flickr user tamburix Develop Content
  28. 28. Tell A Story ‣ Passion - What does your audience care about? ‣ Protagonist - Who is notable or newsworthy? ‣ Antagonist - What is the enemy of your success? ‣ Revelation - What are the twists and turns or surprises? ‣ Transformation - What sets your story apart?
  29. 29. Tips For a Good Story ‣ Create a compelling headline ‣ Start a debate ‣ Showcase the good, the bad, and the ugly ‣ Develop a list ‣ Rank something ‣ Review or interview ‣ Educate ‣ Highlight trends
  30. 30. Photo via Flickr user .hillsieboy Build Relationships
  31. 31. Build Relationships ‣ Follow on Social Networks ‣ Engage in Conversation Online and Off ‣ Extend Early or VIP Invitations
  32. 32. Source: Twitter Awareness Can Take Time
  33. 33. 4 Outlets to Keep In Mind
  34. 34. Local ‣ Press Outlets - Newton Daily News ‣ Community Outlets - CVB, Chamber of Commerce ‣ Local Organizations - Schools ! ‣ What else?
  35. 35. Regional ‣ Press Outlets - Des Moines Register, The Gazette ‣ Event Publications - Juice, Hoopla ‣ Business Publications - Corridor Business Journal, Des Moines Business Record ‣ Bloggers - Iowa Girl Eats, Words of Williams ‣ Industry/Topic Specific Digests - Iowa Cultural Corridor, Lift Iowa
  36. 36. National ‣ HARO ‣ Help a Reporter Out
  37. 37. Source: Flickr user Jimmedia SELLING YOUR STORY: A Job for Everyone
  38. 38. 5 The Path Ahead
  39. 39. “ – lee clow, chairman and global director, tbwaworldwide The Reality of the New Media World 
 is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”
  40. 40. Photo via Flickr user Cloudberry Communications Learn to Love PR
  41. 41. Photo via Flickr user .reid LONG RUN: Good PR Takes Time
  42. 42. Working Together: Valle Drive-In ‣ What Story Can They Tell? ‣ How Could They Tell a Better Story? ‣ Who Would They Want to Reach Out To?
  43. 43. nick westergaard | branddrivendigital.com | summer–fall 2013 BRAND DRIVEN digital Macy Koch | branddrivendigital.com 2014 BRAND DRIVEN digital Questions? blog: branddrivendigital.com twitter: @macykoch

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