As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days.
Budgets are static, but the task of reaching your audience has never been harder. The good news for buyers is that they have more control and more choice than ever before. The hard stuff for marketers is that the media environment is changing every day, and is mind-numbingly crowded and complex.
Businesses are placing lots of small bets on the margin–digital, mobile, content marketing–rather than fundamentally rethinking their marketing mix. These small bets don't pay off against the big marketing goals; getting famous, changing perceptions, or selling more.
There is a better way.
The Earned Premium is the impact–measured by audience engagement–generated by your marketing investment beyond what you paid for. In our experience, campaigns architected from the ground up with participation in mind generate 20-30% extra engagement. And study after study shows that a message shared by peers is more valuable than the ones you pay for.
Find out how to get more than you bargained for with the latest presentation from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.
…and be sure to follow us on Facebook and Twitter.
Tweeting Inside the Lines
5 Social Marketing Solutions for Regulated Industries
By Hugh Kennedy, Partner, EVP Planning, Healthcare Practice Lead
The natural conservatism of marketing in regulated industries – healthcare, pharmaceuticals, and financial services – can suck the life out of social media and dull its original intent—to promote direct interaction. But it doesn’t have to be that way. Social media in regulated industries can solve three unique problems. And some brands have caught on. They see that an early mover advantage is still out there for regulated industries, and they are creating thought-provoking content that elevates their brands but doesn’t land them on the wrong side of regulations.
Find out how to join the social media party in a regulated industry from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.
…and be sure to follow us on Facebook and Twitter.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
a research study based on effectiveness of social media as a marketing tool. now a days social media influencing the purchasing decision of consumers, that's why it’s important to know how it works !
also have some recommendations to improve it.
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
Tweeting Inside the Lines
5 Social Marketing Solutions for Regulated Industries
By Hugh Kennedy, Partner, EVP Planning, Healthcare Practice Lead
The natural conservatism of marketing in regulated industries – healthcare, pharmaceuticals, and financial services – can suck the life out of social media and dull its original intent—to promote direct interaction. But it doesn’t have to be that way. Social media in regulated industries can solve three unique problems. And some brands have caught on. They see that an early mover advantage is still out there for regulated industries, and they are creating thought-provoking content that elevates their brands but doesn’t land them on the wrong side of regulations.
Find out how to join the social media party in a regulated industry from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.
…and be sure to follow us on Facebook and Twitter.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
a research study based on effectiveness of social media as a marketing tool. now a days social media influencing the purchasing decision of consumers, that's why it’s important to know how it works !
also have some recommendations to improve it.
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
Healthy Inspirations Traditional Marketing & FacebookJustin Tamsett
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
SEO is an increasingly broad church, and the future of the industry seems to be more and more fragmented. Don;t worry though, as SEO specialists you are experts in owned media and the future of marketing and media is Owned First! Preso contains data proving the ever increasing influence of user experience and owned media like SEO - ensuring practicioners like you will have many opportunities in the next 24 months.
Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is. This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.
General Electric Social Media Strategy – Innovative Technology oriented ContentRajesh Prabhakar
GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies.
Even though the notion of marketing has not changed, the marketing mix, or the set of elements that impact the delivery of value, has.
Learn about the 4 new I's of marketing at https://epicindiagroup.com/
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Social media has evolved, and it's more difficult than ever to grab your audience's attention. The key to cutting through your competition is to create sharable content and a robust delivery strategy, including a strong emphasis on paid social media.
Little Arrows is an Los Angeles based social media agency that's passionate about social media that drives real creative results. By putting social first, we help our clients over-perform in terms of organic reach, sharable content, and great paid media results.
Learn more at http://littlearrows.com.
Healthy Inspirations Traditional Marketing & FacebookJustin Tamsett
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
SEO is an increasingly broad church, and the future of the industry seems to be more and more fragmented. Don;t worry though, as SEO specialists you are experts in owned media and the future of marketing and media is Owned First! Preso contains data proving the ever increasing influence of user experience and owned media like SEO - ensuring practicioners like you will have many opportunities in the next 24 months.
Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is. This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.
General Electric Social Media Strategy – Innovative Technology oriented ContentRajesh Prabhakar
GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies.
Even though the notion of marketing has not changed, the marketing mix, or the set of elements that impact the delivery of value, has.
Learn about the 4 new I's of marketing at https://epicindiagroup.com/
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Social media has evolved, and it's more difficult than ever to grab your audience's attention. The key to cutting through your competition is to create sharable content and a robust delivery strategy, including a strong emphasis on paid social media.
Little Arrows is an Los Angeles based social media agency that's passionate about social media that drives real creative results. By putting social first, we help our clients over-perform in terms of organic reach, sharable content, and great paid media results.
Learn more at http://littlearrows.com.
Brands today have an unprecedented opportunity to engage with consumers in more and more meaningful ways. The media landscape has been transformed. The industry has fragmented, digital channels and platforms have proliferated, and social networks have created an expectation among consumers that brands will engage them directly. In such a climate, business and marketing leaders have rushed headlong into publishing—they’d be foolish to stay on the sidelines—but few brands have been successful. One of the major reasons brands fail at publishing is they lack the strategic vision, talent, process, and technical infrastructure required to support the ongoing creation of effective content.
This report gives an overview of developments forcing brands to become publishers, outlines the signs of brand publishing success, and presents the key investments in capabilities needed to get there.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Kohler: Client Case Talk - James SandoraBrandwatch
In one of our three client keynotes, industry leader James Sandora from Kohler will share insights, challenges and the roadmap from his work inside the much-admired brand.
Social Listening: Harness Marketing Insights from Consumer ConversationsSocial Media Today
Social channels like Twitter, Facebook, Instagram and even Reddit have brought brands and their audiences closer than ever before. If your marketing team is like leading organizations around the world, you’re already using social listening technologies to conduct market research, monitor and measure your campaigns, and support customers.
That’s a great start. But if you and your team aren’t aware of all the other ways that you can use social media to really maximize your marketing investments, you could be missing out on additional channels to exceed your targets, expand your share of voice, and create even more marketing-generated revenue for your organization.
Join our experienced panelists as they discuss how innovative marketing teams are expanding their social monitoring strategies, including:
Using real-time alerts and trends for reputation & crisis management
Distributing social data and insights across the enterprise
Conducting content research to discover topics of interest for targeted influencer and advocate campaigns
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10. But they end up placing lots of small bets on
the margins—on digital, social, mobile, and
content marketing—rather than
fundamentally rethinking their marketing
mix.
10
11. These small bets generally don't pay
off against the big marketing goals:
getting famous, changing
perceptions, or selling more.
11
15. Campaigns built from the
ground up with participation
in mind will generate an
incremental impact—audience
engagement beyond what you
pay for—of 20 to 30%. We call
this bonus the Earned Premium.
16. And across many research studies, an impression
shared from a peer is quantifiably more valuable
than paying for one.
16
17. We all want that premium. Follow three
imperatives, and you can achieve it.
17
18. The three imperatives are:
1
BE INSPIRED
Start with an idea worth spreading.
BE INTEGRATED
2
3
Treat paid and earned media as mutually supporting
strategies, not moral opposites.
BE INVITING
Take the word “earned” seriously by giving your
audiences a reason to participate.
20. MAKE
The promise
EXPERIENCE
The promise
KEEP
The promise
1. Be Inspired.
The most inspired creative ideas are rooted
in a platform your brand can support over the
long term, and a role that you play in your buyer’s lives.
20
21. Brand
platform.
›❯ A core idea that helps
focus marketing
investments over time
Dove: Campaign for real beauty.
›❯ For more than ten years, Dove has explored ways in which their
marketing can reflect themes of positive self-esteem and
inspiration for all women and girls to reach their full potential.
›❯ Idea is big enough
to spawn multiple
campaign expressions
– for different
objectives and
audiences, and
over time
21
22. 2. Be Integrated.
Think PESO—find the right mix of Paid, Earned, Sponsored,
and Owned that helps your buyer move from left to right.
22
23. 3. Be Inviting.
Find the participation idea: the rational (it’s useful
to me) or emotional (it captures my imagination)
reasons that make people feel good about sharing.
23
24. Participation
idea.
›❯ Big ideas that invite
Prudential: Blue Dot
›❯ Found a way to get people to participate in contributing data to
help personalize a visualization of the retirement gap.
buyer, customer,
influencer and
employee participation
– including content
creation, sharing, and
any other form of
participation we
can think of.
24
26. Infor
Global campaign that got the influencers
talking, tweeting, and sharing—and placed
Infor in the same tier as Oracle and SAP
27. The Challenge:
Infor was pretty much an unknown, and a distant
3rd place in the ERP market. They couldn’t match the
ad buys of Oracle and SAP, so buying their way into
the top tier was out of the question.
28. EARNED PREMIUM:
Be what buyers
are interested in
We created a campaign around
what buyers are already talking
about—frustration with the
ERP duopoly and the need for
an alternative. We personified
that duopoly through a couple of
fun, over-the-top characters.
29. EARNED PREMIUM:
Invite influencers to
help spread the word
We built a multi-part social campaign,
with a “Big ERP” Twitter feed that
engaged analysts and editors as the
core. Payoff was more than a million
earned impressions through social
mentions and press coverage,
including a CIO Magazine Q&A with
the Big ERP guys.
30. Earned premium: The outcomes
Infor nearly doubled its credibility and likelihood to recommend scores. More than a
quarter of campaign interactions were earned through social media and press attention.
32. EARNED PREMIUM:
Disruptive is more interesting than me-too
Our goal is to connect with marketers who see themselves
as innovators and change-agents. We launched a radio show
and related social content that tells the story of companies—
like Warby Parker, Converse, and Dollar Shave Club—who
have created an outsized impact by “doing business the other
way” in their categories.
33. EARNED PREMIUM:
There is a price for people’s attention
Social and 3rd party sponsored platforms (Forbes and
Columbia Business School) are main distribution channels,
but paid content promotion significantly increases reach
and drives a 50% increase in viral engagement
34. Facebook and YouTube are main “owned” engagement channels. Short snackable
videos on YouTube Quickly became lead generator of engagement
34
35. Partnerships with Forbes CMO Network and Columbia Business School
provides significant reach and credibility
35
36. Social media activities
provide majority of reach,
but native ads and social
promotion of key program
content increased reach
and viral sharing
36
37. + 50%
Cumulative organic and
viral reach of paid posts
Cumulative organic and viral
reach of unpaid posts, using
baseline as a constant
EARNED PREMIUM:
The cumulative effect of paid posts is
a 50% increase in viral and organic reach
37
38. Red Hat
The Enterpriser's Project: Content partnership
(ground game) replaces advertising (air cover)
as primary paid distribution strategy
39. The Challenge:
Red Hat is the first billion dollar open source company,
and a hugely successful software company by almost
any standard. But the market has not given the company
credit for enterprise solutions in virtualization, cloud,
and storage. Red Hat needs to create awareness among
innovation-minded CIOs and build credibility as an
enterprise-level partner.
40. EARNED PREMIUM:
An idea worth sharing
Connect with "enterprising"
CIOs–those who see themselves
as drivers of business innovation.
Invite them to join a communitypowered conversation about the
future of business.
C?O 312weekCIO enterprising
41. 100
1,000
10,000
The Program: * A traditional corporate ad campaign wasn’t in the budget, nor did it
fit Red Hat’s culture. Using an earned premium approach, we inverted the funnel.
We started by building engagement from a core audience of CIOs through events
and by inviting them to join an editorial board. As we build the core ("100"), we are
generating a larger conversation through content, useful online destinations, and
social promotion (“1,000”). The 3rd stage is to capture the best of the content and
conversation and distribute it at scale (“10,000”).
*program in process, launched Q3 2013
41
42. EARNED PREMIUM:
Leverage trusted brands
Our primary paid strategy is sponsorship. Red Hat doesn’t have the visibility with senior IT, so we
negotiated a partnership with CIO (the lead brand) and Harvard Business Review (the ingredient brand).
Red Hat is the catalyst, CIO and HBR bring reach, credibility, and content.
The Catalyst
The Lead Brand
• Quality traffic
• Senior IT
editorial
• High-credibility
research
• CIO events
• Bring voices
together for iterative
conversation
• Co-brand events
and content
• Senior Red Hat
participation
The Ingredient Brand
• High-credibility
business brand
• Valued business
content and
tools
• Business editorial
42
42
43. EARNED PREMIUM:
Be useful: create and spread content
that enterprisers are craving
CIO Conversation
Platform
Social Sharing
Durable registrationworthy research studies
Red Hat campaign
“home base”
43
43
44. EARNED PREMIUM:
Building momentum*
8 CIO-level editorial board members, 25+ pieces of content
27 CIO videos with 15,300 views
40+ CIO round-table attendees
200+ blog posts and articles
550+ comments
2,000+ Twitter followers
30,000+ unique visitors
*through 60 days of program
44
44
45. We’d be happy to share more earned
premium stories, and talk about how your
company can get a little more than it
bargained for when it comes to marketing.
Please contact Greg Straface at
gstraface@agencypja.com or (617) 234 7371.
Thank you
advertising + marketing for innovative brands
Editor's Notes
----- Meeting Notes (10/7/13 11:06) -----larger font, more text in headline, descriptivelose date
Digital and social channels proliferateComputing shifts from desktop to mobileEveryone is getting into the content business
And earned channels by themselves often reach a small segment of who you want to talk to.)
And earned channels by themselves often reach a small segment of who you want to talk to.)
And earned channels by themselves often reach a small segment of who you want to talk to.)
----- Meeting Notes (10/7/13 11:06) -----slides 15 and 16 under review
----- Meeting Notes (10/7/13 11:06) -----scratch
----- Meeting Notes (10/7/13 11:06) -----label each example----- Meeting Notes (10/7/13 11:10) -----define why are each earned premium story
Lots of content for CIOsEven more content for enterprisesProblem: CIOs we want to talk to aren’t hearing what they needHigh-level review of proposalsUnique qualifications of Red HatOf CIOOf HBR
Lots of content for CIOsEven more content for enterprisesProblem: CIOs we want to talk to aren’t hearing what they needHigh-level review of proposalsUnique qualifications of Red HatOf CIOOf HBR
Lots of content for CIOsEven more content for enterprisesProblem: CIOs we want to talk to aren’t hearing what they needHigh-level review of proposalsUnique qualifications of Red HatOf CIOOf HBR
----- Meeting Notes (10/7/13 11:10) -----Add CTA for agency