Leverage earned and owned media to create effective paid media programs
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Fundamental changes are happening in online marketing. Most businesses thing about their marketing strategy in silos. They have separate budgets for paid media, social media, PR, SEM, SEO, etc – all separate budgets with little communication between each silo and little data shared on what works. Smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort. This slideshow will walk you through a proven strategy of combining earned and owned media data to create effective and cost saving paid media program - no matter the size of your budget.
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Leverage earned and owned media to create effective paid media programs
- 1. 1
- 2. PRESENTS: How to Leverage Earned & Owned Media to Create Effective Paid Media Programs Bill Flitter • 15+ years online marketing experience • 3x Entrepreneur, founder dlvr.it • Content Marketing Strategies Conference creator • Youth basketball coach 2
- 3. Agenda • A few creditability slides • 3 step promotional action plan • Q&A 3
- 4. Mission: Distribute the world’s content Distribute the world’s content 4
- 5. dvlr.it scales syndication for 350K businesses who rely on dlvr.it to distribute 2.5M stories daily to 600M fans, followers, subscribers 5
- 6. Integrating earned, owned and paid media Save media dollars 6
- 7. Content connects brands… …and people. 7
- 8. But content promotion is messy. 8
- 9. Find peace with paid distribution 9
- 10. Definitions 10
- 11. Feedback cycle of yesterday 11
- 12. Today’s focus group 12
- 13. 13
- 14. Reduce your paid media budget Content traffic Data Owned Media Earned Media Blog Free Social Retweets Website SEO sharing Data Paid Media 14
- 15. Promotional Plan Distribute To Owned Media Measure Owned & Earned Performance Grow Amplify what’s working 15
- 16. Promotional plan Distribute To Owned Media 16
- 18. Make content searchable, snackable and shareable 18
- 19. Automation is not a dirty word 19
- 20. Assembling the pieces Video Recipes News Press Images Websites Mobile Search Social 20
- 21. Shared on social 21
- 22. Optimize for search 22
- 23. Syndicate to blogs and websites 23
- 24. Format for mobile 24
- 25. Tools to help Earned & Blogger Owned Outreach distribution Mobile SEO 25
- 26. Measure Owned & Earned Performance 26
- 27. Reminder: What’s the goal? Save media dollars 27
- 28. Buying media 28
- 29. Lots of social media signals 29
- 30. Overwhelmed with data 30
- 31. Monitor actionable data Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales) Demographic Analysis: Determine who clicked what Sentiment Analysis: Surface popular themes or keywords 31
- 32. Monitor actionable data Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales) 1. Cut non performing content 2. Continue with what works in paid media 3. Change and republish low performing stories 32
- 33. Monitor actionable data Demographic Analysis: Determine who clicked what 1. Discover what resonates with different social groups 2. Determine what content to create for each group 3. Direct paid media to the exact audience 33
- 34. Monitor actionable data Sentiment Analysis: Surface popular themes and keywords 1. Surfaces future story ideas and direction 2. Serves as a signal for future product, sales and marketing ideas 3. Supplies keyword and category data to inform paid media 34
- 35. Tools to help Earned & Website Owned Demos Social 35
- 36. Grow Amplify what’s working 36
- 37. Let’s be realistic about earned media 37
- 38. The PRO Plan Promote: Proactively drive traffic Retarget: Re-message blog visitors Optimize: Review and refine 38
- 39. The PRO Plan Promote: Proactively drive traffic 1. Assembling the assets Targeting: Keyword, category, demographic. Content: repurpose what resonated with earned & owned audiences 2. Automate with RSS 3. Add tracking link appends (example UTM codes with Google Analytics) Example: http://dlvr.it/?utm_source=dlvr.it_blog&utm_medium=display&u tm_campaign=Dlvr_blog_distr 39
- 40. Promote: Related articles 40
- 41. Promote: Dynamic display ads 41
- 42. Promote: Native placements 42
- 43. Promote: Native placements on mobile 43
- 44. The PRO Plan Retarget: Re-message blog visitors 1. Recapture visitors attention after they leave your site or blog 2. Remarket a sequence of articles or offers 3. Retain existing customer’s attention and share of wallet 44
- 45. The PRO Plan Optimize: Review and refine 1. Apply same technique discussed with owned media: • Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales) • Demographic Analysis: Determine who clicked what • Sentiment Analysis: Surface popular themes or keywords 2. Create or curate new content to feed the cycle 45
- 46. Tools to help Paid Press Earned Owned Paid Content Seeding 46
- 47. Uber list of social tools http://www.lumapartners.com/lumascapes/social-lumascape/ 47
- 48. Recap Content traffic Data Owned Media Earned Media Blog Free Social Retweets Website SEO sharing Data Paid Media 48
- 49. Did we accomplish our goal? Save media dollars 49
- 50. Invitation May 7 Workshop May 8-9 Conference Berkeley, CA SAVE 50% with promo code: verticalmeasures REGISTER: http://ContentMarketingNow.com/conferences 50
- 51. Q&A More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com 51
- 52. FREE WEBINAR SERIES Join us May 9th at 11am PST/2pm EST Powerful and Effective Link Strategies with Advanced Search Commands Co-Presenters: Brynna Baldauf & Kaila Strong of: Learn about: • Advanced search queries, their meanings and best practices • Effective search commands for link building • Using social media and search commands for link building • How to diversify your search queries for maximum results • Specific examples of advanced search commands Visit www.verticalmeasures.com/webinars for registration information. 52
- 53. Contact: Bill Flitter CEO/Founder email: bill@dlvr.it phone: 415 286 5606 website: http://dlvr.it 53
Editor's Notes
- Fundementalchange happening in online media buying. It’s something very few companies are taking advantage of today. Most companies are marketing in Silos. Paid Media budgets, Social Media Budget, PR Budgets – all separate budgets with little communication between what works. smart marketers are re-evaluating the ability of paid media to serve as a vehicle to amplify the impact of earned and owned media rather than viewing each media channel as a separate and totally disconnected effort.
- Consumermedia consumption habits have evolved in recent years with the growth of social networks, mobile devices, and tablets to cause a shift in the ways that paid, owned, and earned media are created, implemented, and leveraged.Fortoday’s short dicussion, when I mention “Content” I am referring to Blog Posts that may/not be enhanced with pictures, infographics, videos
- Long feedback loop, group think takes place, expensive. Not suited for the rapid fire always on communication that takes place on twitter, Facebook, Pinterest
- Real-time, low cost.Never before have we witness such instant feedback. It’s a blessing and a curse. It’s perfect. Because we have to react so quickly, we will make mistakes but the traditional focus group isn’t perfect either. However, if all that social media energy is corralled correctly, we can do great things with it. Which I am about to show you.
- Across your companies paid, owned, and earned channels, how will you promote your beautiful piece of content? How will you get the word out and ensure the right people see it and share it? This can’t be taken care of as end piece – these questions have to be answered before you ever start your content creation efforts.For years, marketers have viewed paid, owned, and earned as separate strategies: paid (i.e., ad buys) to blast their messages, owned (i.e., branded social media pages, blog, website) to showcase their own marketing messages, and earned (i.e., articles, social media commentary, and engagement) to provide third-party validation about their products.
- We have a simple 3 step process that doesn’t matter the size of budget or company you work that you can easily implement and reap rewards.
- Step One
- Develop a plan to promote your content that is native to each unique platform and/or channel. Build it once and recycle. For instance, if you’ve developed an infographic, create some extracts from it with interesting statistics. These make great social updates for Twitter or LinkedIn. Take each statistic and dive deep into a blog post on each starting with quality content makes optimizing across channels easier and provides seamless messaging
- For all the thought and creativity that we invest in the creation of cool content, we need to put an equal amount of thought and creativity into its distribution through all available channels. The majority of content today is consumed in some stream or feed like environment – the headline, just like the subject line in an email, becomes the most important piece of your time. Really great content is in the 140 characters you tweet. Once the click happens, it’s the rest of the content that keeps them coming back – be known for writing great content that inspires, that causes someone to take action
- Can you imagine sending one email at a time to thousands of customers? You wouldn’t do that. Automating the syndication of long form content to social is like sending an online newsletter.
- But don’t over optimize so it makes no sense for humans.
- Reduce Paid Media budgetHow? Repurpose what works in Earned/Owned media
- Has been a gamble. Put out an ad or several and hope that it performs but you waste a lot money for testing.
- Likes, retweets, pins, reposts, shares – time, geo, There is a trail of data that we leave behind when we interaction on social media. Pictures we post, the comments we make and the people we associate with can provide a revealing portrait. Reach. You might want to measure the number of fans, followers, blog subscribers and other statistics to gauge the size of your community.Engagement is measuring retweets, comments, average time on site, bounce rate, clicks, video views, white paper downloads and anything else that requires the user to engage.Competitive data may include thebrand’s “share of voice” across the web or number of competitors’ brand mentions.Sentiment. You might want to measure the numbers of mentions with positive or negative sentiment.Sales conversions. Do you want to measure social media referral traffic to the top of the sales funnel or number of sales aided by social media efforts?
- There is just so much data that we feel overwhelmed. Ask yourself what you really need to make a decision.
- My opinion is you don’t need a lot of different data points to be successful. Track a few key indicators. We have found the above can have a big impact on helping you create compelling content, lower your media cost and reduce waste
- No traffic = no conversation Paid media can be useful to consumers who are making a considered purchase,
- The PRO plan for paid media planning. paid media can help spread messages and also further increase fans, followers, subscribers and sales,
- UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking
- Often overlooked advertising method to recapture attention of blog visitors. We have found re-messaging blog visitors with a sequence of content or offers is a great way to walk them down the conversion funnel.
- Distribute to owned media.Measuredowned and earned performance. Amplify what’s working
- This plan allows you to quickly test a few pieces of content and reduce your media dollars by amplifying what works. If it works for your owned/earned audience it will have a better chance of succeeding with a paid audience. Likely you are trying to attract the same audience.