MPP Lecture 6...
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Earned media refers to word-of-mouth promotion and user-generated content that brands do not directly pay for. It is a powerful yet difficult to measure form of marketing communication that drives nearly 20% of sales through trusted recommendations. The document provides an overview of strategies for planning and encouraging earned media engagement through shareable content, influencer relationships, and community events.
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MPP Lecture 6...
- 1. Media Planning Project earned media… 6
- 2. Flores, 2014, Meerman-Scott, 2017,marketing-partners.com, 2018 Paid, Owned and Earned Media (POEM) word of mouth property advertising
- 6. WARC, 2019 Earned media is what consumers do on behalf of a brand word of mouth advocacy social media activity
- 7. word of mouth… 72% occurs face to face, not online Much more trusted form of ‘media’ drives almost 20% of sales Lack of control… no guarantees here Difficult to measure Minimal cost (Katz, 2019)
- 8. Planned Marketing Communications Audience Experience Product Experience- Based Communications Unplanned Marketing Communications Service Experience- Based Communications (Adapted from Fill and Hughes, 2007) The scope of marketing communications
- 10. where does it work? CMI, 2017 the CMI propose that it is great for the top of the funnel… …earned media is recognition and reward …generating new leads
- 11. Google call this the Zero Moment of Truth…
- 12. Earned media boosts ad effectiveness by 26%... Fame amplifies effectiveness Binet and Field, 2017
- 13. What approach should be taken? ‘earned media’ can be planned… ‘surprise, inform and front-load’ earned media needs to be ‘pushed’, use a ’burst’ …be newsworthy, be cool, use stunts or celebrities Field, 2016, Sirkin and Barwhani, Pessin and Weaver, 2017 integration with online and offline is vital, syncing with live TV drives participation
- 14. an original creative is needed… Field, 2016 video is beginning to dominate… (almost 75% of social sharing is video) Do you adopt a top-down (brand driven) or bottom-up (customer driven strategy)? cause or story? short-term tactics support sharing
- 18. To make content shareable we need to… think, how will this help or entertain? ask, why will they share? And we need to make it emotive…
- 19. so… what encourages sharing? Emotive content can be… amusing moving illuminating inspiring shocking cute sexy frustrating controversial scary Uganec, 2017
- 20. there are six types of sharers… the careerist the hipster the altruist the boomerang the selector the connector New York Times, 2011
- 21. The sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Psychological Science Journal, 2011
- 22. a good story will… …make me care, why should I give up my time? …take me with you, on a journey …be intentional, have a drive or a goal …let me like you, be relatable so we can empathise …delight me, make me forget myself Stanton, 2013
- 23. Three rules… (CMI, 2017) …cultivate influencers ..craft your pitch, why is it valuable to their audience? …engage your fans and advocates …participate in live events …and engage with your online audience during them ..who talks about your brand?
- 24. Combining sponsorship and social media Need to focus on earned not paid to build trust Influencers Fantastic for localisation of content (Katz, 2019, Chen, 2020)
- 25. Choosing influencers… …right context for the brand …do they drive action? …reach, who’s their audience? …focus on the ‘power middle’, 2.5K – 25K followers, 16X higher engagement than paid media Kissmetrics, Nielsen, MSLGroup, Social Chorus 2017
- 26. Leading social networks by share of visits in the UK as of January 2020 Note: United Kingdom; January 2020; includes desktop, mobile, tablet and console use. Further information regarding this statistic can be found on page 8. Source(s): StatCounter; ID 280295 37.27% 35.71% 14.33% 9.14% 1.49% 0.99% 0.73% 0.23% 0.06% 0.02% 0.01% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% Facebook Twitter Instagram Pinterest YouTube Tumblr reddit LinkedIn VKontakte news.ycombinator.com Other
- 27. What’s shared the most in the UK… Lightspeed/Mintel, 2019 Photos/images… 48% Articles… 30% Text posts… 26% Video… 20% Quizzes/Polls… 7% Product Information… 12%
- 28. Types of content by platform in the UK… Lightspeed/Mintel, 2018
- 29. Reasons for sharing content in the UK… Lightspeed/Mintel, 2018
- 30. Where does the shared content come from… Lightspeed/Mintel, 2017 Family and friends… 74% Facebook, 65% Twitter, 69% Instagram Brands… 14% Facebook, 20% Twitter, 21% Instagram News media… 39% Facebook, 50% Twitter, 47% Instagram Influencers… 13% Facebook, 18% Twitter, 23% Instagram
- 31. Facebook… Thursday and Fridays, Friday is the ‘happiest’ day, sharing from 1PM, clicks from 3PM, no later than 9PM Instagram… Mondays! Interaction increases after work hours (to 33%) When should we share… Twitter… Monday to Friday for B2B, Weekends and Wednesdays for B2C, 12noon – 6PM highest CTR, 5PM highest Retweets LinkedIn… Tuesday – Thursday, 7-8AM, 5-6PM Patel, QuickSprout, 2018
- 32. Binet and Field, 2017
- 33. Pulling it together… …be positive, it’s more likely to be shared …be topical and timely …emotional content is important, the audience needs to feel …be visual, start strong, develop long-form or evergreen …remember search! Banner, CMI, Uganec, 2019
Editor's Notes
- Maximise exposure, support with paid media effort… make sure there’s quality
- Altruist – helpful, reliable, thoughtful Careerist – for business networking purposes Hipster – creative, young, popular, need to be first Boomerang – need a reaction and to feel validated Connector – creative, flexible, build networks Selector – resourceful, caring, thoughful