...an introduction to earned media

1. Introduction to digital marketing
5
an introduction… to social media and earned media

2. Flores, 2014, Meerman-Scott, 2017,marketing-partners.com, 2018
Paid, Owned and Earned Media (POEM)
word of mouth
property
advertising

3. Nielsen, 2017

4. WARC, 2017
Earned media is what consumers do on behalf of a brand
word of mouth
advocacy
social media activity

7. we can relate this to the RACE model…
SmartInsights, 2017

8. 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

9. Google call this the Zero Moment of Truth…

11. 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

12. 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

14. To make content shareable we need to…
think, how will this help or entertain?
ask, why will they share?
we need to make it emotive…

15. 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

16. so… what encourages sharing?
Emotive content can be…
amusing
moving
illuminating
inspiring
shocking cute
sexy
frustrating
controversial
scary
Uganec, 2017

17. there are six types of sharers…
the careerist
the hipster
the altruist
the boomerang
the selector
the connector
New York Times, 2011

20. Stories are one of the quickest ways to form an emotional connection
the power of story telling…
Stories are tools to make sense of the world

21. 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

22. 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?

23. Choosjng 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

24. 64.83%
12.72%
10.78%
2.85%
1.94%
3.6%
0%
2.49%
0.53%
0.06%
0.15%
0.03%
0.01%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Facebook
Twitter
Pinterest
Tumblr
reddit
Instagram
StumbleUpon
YouTube
LinkedIn
VKontakte
Google+
news.ycombinator.com
Other
Market share
Note: United Kingdom; November 2018; includes desktop, mobile, tablet and console use.
Further information regarding this statistic can be found on page 50.
Source(s): StatCounter; ID 280295
Market share held by the leading social networks in
the United Kingdom (UK) as of November 2018

25. 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%

26. Types of content by platform in the UK…
Lightspeed/Mintel, 2018

27. Reasons for sharing content in the UK…
Lightspeed/Mintel, 2018

28. 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

29. 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

30. 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, 2017