EARNED MEDIA- Communication about a brand that is not managed by the marketer 1) Contents What is earned media? Why You Need to Focus on Earned Media ? How to do earned media ? Strategies Guest blogging SITE analysis Pros and Cons of guest blogging Relationship with bloggers Benefits of earned media Challenges faced by earned media 2) What is earned media(free media) ? Earned media refers to publicity gained through promotional efforts other than advertising(paid media). A Nielsen study in 2013 found that earned media (also described as word-of-mouth) is the most trusted source of information in all countries it surveyed worldwide. Earned media are the viewers reviews that you have read in someone’s blog, 3) Why You Need to Focus on Earned Media ? Earned media is the most trusted and credible form of content for a brand. Earned media lasts. Increase Your Exposure and Brand Awareness. Know What Others Think of You Get Quality Traffic. 4) How to do Guest blogging ? Steps : Determining your guest post domain: Firstly you need to identify your web domain’s niche topics. Research. Need to search for popular blogs with relevance to your domain space. Qualitative analysis. You need to determine the quality of the guest blogging sites. Posting guest blogs. Presented by: http://www.paridhiinfotech.com

1. EARNED MEDIA
Communication about a brand
that is not managed
by the marketer
Presented By: Paridhi Infotech, India

2. Contents
 What is earned media?
 Why You Need to Focus on Earned Media ?
 How to do earned media ?
 Strategies
 Guest blogging
 SITE analysis
 Pros and Cons of guest blogging
 Relationship with bloggers
 Benefits of earned media
 Challenges faced by earned media

3. What is earned media(free
media) ?
 Earned media refers to publicity gained through promotional
efforts other than advertising(paid media).
 A Nielsen study in 2013 found that earned media (also
described as word-of-mouth) is the most trusted source of
information in all countries it surveyed worldwide.
 Earned media are the viewers reviews that you have read in
someone’s blog,

6. Why You Need to Focus on Earned
Media ?
 Earned media is the most trusted and credible form of
content for a brand.
 Earned media lasts.
 Increase Your Exposure and Brand Awareness.
 Know What Others Think of You
 Get Quality Traffic.

7. How to do earned media ?
 What media do we want to target with our message?
 How to contact with bloggers.
 How should we incorporate relevant blogs, Facebook, Twitter,
YouTube, other social media into our plan?
 What approaches should we use to deliver our message? (e.g.,
News Release, Guest post, Letters to the Editor, Web Blogs,
Facebook, Twitter, YouTube, etc.)
 What is our plan to follow-up with our media targets to
ensure/encourage maximum coverage and placement?

8. Guest blogging
 Someone who posts an article on a blog that is not
their own. Their incentive for doing so is getting
backlinks to increase their own site’s search engine
ranking.
 Guest blogging can work in one of two ways:
1. You write a post to appear on another person's blog.
2. Another person writes a post to appear on your blog.

9. +-

10. How to do Guest blogging ?
Steps :
 Determining your guest post domain: Firstly you need
to identify your web domain’s niche topics.
 Research. Need to search for popular blogs with
relevance to your domain space.
 Qualitative analysis. You need to determine the
quality of the guest blogging sites.
 Posting guest blogs.

11. Search for bloggers related to your niche
topics

12. WEBSITE analysis
 Alexa Ranking : Measure of a website's popularity by number of
visitors and the number of pages viewed on each visit.
 Traffic analysis: Only if there is condierable traffic to the guest
sites, you will be able to generate traffic to your website through
your backlink.

13.  Activity status: Go for guest blogging sites that have recent
activity and good readership.
 Member count: Select blogging sites that have good member
counts.
 Type of post

14. PROS OF GUEST BLOGGING
 You gain targeted, quality traffic.
 You build backlinks.
 You gain a wider audience and new subscribers.
 You build relationships.
 You establish yourself as an expert.

15. CONS OF GUEST BLOGGING
 Guest blogging is time-consuming.
 It can cost you money.
 Your own blog can suffer.
 No revenues for you.

16. Traffic to blog before starting guest blogging

17. Traffic to blog after starting guest blogging

19. Relationship with bloggers
 Share their posts and tag them to know about it.
 Try to start a conversation and keep it going.
 Subscribe to their blogs, follow them in Twitter,
connect on Google+ etc..
 Be in touch with your regular post.
 Give them honest feedback.

21. Strategies -:
 Build organic relationships : Find the bloggers that cover your niche
and make yourself known to them.
- Read their blog
- Leave comments for the blog owner
- Connect on Twitter or Facebook
- Arouse their curiosity
- Email the whole guest post.

22. Benefits of earned media
 Reach New Audiences
 Public Relations & Branding
 Gain Inbound Links
 Get Quality Traffic to your website
 Trust and effectiveness

23.  Get in front of more people :
- Offer to write guest posts for blogs in your industry.
- Create a piece of “sharable” media – audio, video,
Slideshare , presentation, etc…
- Consider having your company host an event.
- Take advantage of interview opportunities when
possible.

24. Challenges faced by earned media
 Little or no control.
 Takes time to scale.
 Can be negative.
 Can be hard to measure.

25. Current Scenario

26. THANK YOU
http://www.paridhiinfotech.com