BITB -- We The Media
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Michael Barber's presentation at agencyside's "Back in the Black" training for agency account teams.
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BITB -- We The Media
- 1. We the media. Michael Barber Back in the Black: April 28 – 29, 2011 Photo by vonSchnauzer on flickr
- 2. 78% of people trust recommendations of other consumers. While only 14% of people trust advertisements Nielsen “Truth in Advertising” Research
- 3. 90% of people who can skip TV ads, do.
- 4. 84% of TV ad campaigns don’t generate a positive ROI
- 5. But(t), there is hope. Photo by Mat Honan on flickr
- 6. 1,330years Per day spent on Facebook
- 7. 1,966,514,819 people are connected online 10 years ago = 360,985,492 ↑444.8%
- 8. 4 billion The number of images on Flickr.
- 9. The #2 Search Engine
- 10. What is earned media?
- 11. Paid, Earned & Owned Media
- 12. Paid v Earned Media http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/
- 13. Typical National TV Ad Campaign
- 14. Typical Earned Media Campaign
- 15. Story Time
- 16. “We estimate on YouTube there are about 146 million views of content related to Coca-Cola. However, only 26 million views were of content we created. The other 120 million views were of content created by others.” Joe Tripodi, EVP & CMO Coca-Cola Company, April 27, 2011
- 17. Monkey Email
- 18. Desperados Beer
- 19. Men with Cramps
- 20. The Greatest Movie Ever Sold
- 21. Nasty Gal
- 22. USA Energy Guide
- 24. Earned Media Requires Risk, Transparency &….
- 25. Earned Media Requires The understanding that your consumers own the brand.
- 26. Client Conversations Show them the stats Tell them the stories Help them craft their story Show them how it can move the needle
- 27. The planning process Earned Media
- 28. Step 1 – Goals/ROI/KPIs Brand awareness/repair Customer acquisition & lead generation Retention Customer service
- 29. Step 2 – Listen
- 30. Step 3 – Develop your story.
- 31. Step 4 – Develop the plan
- 32. Design
- 33. Content Good, relevant content rules the web.
- 34. “Liquid & Linked” Content Liquid = compelling, authentic, and culturally relevant Linked = supports overall marketing and business strategy
- 35. Seeding Blogger relationships Online influentials Across all social networks & optimized User forums News, PR, announcements
- 36. Engagement Earned media is social media. Social media = social. Engage with people as often as you can Be authentic
- 37. Conversion Leads Awareness Cost reduction Sales
- 38. Step 5 – Monitor & report Are we moving the needle? Monitor the conversation Connect sales to the earned media funnel Adjust as needed
- 39. Q&A Listening tools: http://www.convinceandconvert.com/social-media-monitoring/social-media-monitoring-tools-how-to-pick-the-right-one/ http://www.marketingprofs.com/articles/2009/2915/13-essential-social-media-listening-tools http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-find-your-brand%E2%80%99s-social-mentions/ MICHAEL BARBER @michaeljbarber http://michaeljbarber.com http://www.linkedin.com/in/michaeljamesbarber me@michaeljbarber.com (520) 591-1658