Amplifying the Power of Earned Media
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Shift Communications emphasizes the rising importance of earned media in the modern communication landscape, arguing that it is the most effective influencer of consumer trust. The document outlines how earned media can serve as a hub for paid and owned media strategies, enhancing brand visibility and credibility. Strategic recommendations and analytics are also provided to measure the impact of earned media on overall marketing efforts.
Amplifying the Power of Earned Media
- 1. Earned Media Promotion March 2013
- 2. SHIFT COMMUNICATIONS 100+ PROFESSIONALS BOSTON 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B EMPLOYEE STOCK OPTION PLAN NEW YORK MARKETERS SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA OF BRAND TECH AND CONSUMER EXPERIENCE SAN FRANCISCO COMMUNICATIONS THAT TRANSCENDS MARKETING.” AGENCY FACTS BI-COASTAL PRESENCE AWARD-WINNING
- 4. EARNED MEDIA • In today’s communications landscape, Paid (advertising), Earned (PR) and Owned (branded) Media are converging like never before. • Of these media types, which is the most valuable? • Not "the most expensive." The most valuable. • If what you value most as a brand is the trust of humans (which in turn leads to increased sales), then the answer is obvious: • Earned Media is the most effective influencer of consumer trust.
- 5. How Do We Define Earned Media? • Earned Media is simply: • “What other people say about us” • In print and online mainstream media… In blogs… On Twitter, Facebook, etc. • 3rd party, unbiased, “credentialed” or “amateur” – The distinction between “professional” media and consumers and/or bloggers is primarily about audience size – not about whether the content is “earned media”
- 6. EARNED MEDIA Edelman Trust Barometer research, 2012
- 7. EARNED MEDIA – MOST TRUSTED Edelman Trust Barometer research, 2012
- 8. E A R N E D M E D I A P R O M OT I O N S T R AT E G Y OWNED MEDIA CREATIVE RESEARCH CONTENT EARNED MEDIA ANALYTICS MESSAGING PAID MEDIA • As Paid, Owned & Earned Media converge, the third-party praise of mainstream media, bloggers and consumers grow more important t h a n e v e r. • To d a y w e c a n u s e t h i s E a r n e d M e d i a a s a h u b f o r P a i d & B r a n d e d m a r ke t i n g e f f o r t s , e x t e n d i n g t h e l i f e c y c l e o f t h e c o m p a n y ’s m o s t trusted content.
- 9. Example #1
- 10. Research Leads to Content RESEARCH Influencer CREATIVE Content Note: this is not a current or planned campaign
- 11. Content Leads to Earned Media EARNED EARNED MEDIA Blog Post MEDIA Facebook Update Note: this is not a current or planned campaign
- 12. Earned Media as a Hub PAID PAID MEDIA Syndication MEDIA Promoted Tweet PAID OWNED MEDIA Sponsored Story MEDIA Google+ Content Note: this is not a current or planned campaign
- 13. Example #2
- 14. BRAND WHO CATEGORY GETS THE PRODUCT TV? AUDIENCE Note: this is not a current or planned campaign
- 15. RESEARCH SURVEY: If the Superbowl and the Oscars were on the same night, who would get the (BRAND) TV? Men or Women? WHO GETS THE TV? Note: this is not a current or planned campaign
- 16. WHO EARNED MEDIA: GETS THE Turn survey results into TV? infographic and pitch to Huffington Post Note: this is not a current or planned campaign
- 17. WHO GETS THE TV? PAID MEDIA: Use syndication and social advertising to drive views to earned media Note: this is not a current or planned campaign
- 18. OWNED MEDIA: WHO Post infographic on social GETS THE channels and run a FB TV? poll continuing the conversation Note: this is not a current or planned campaign
- 19. RESEARCH SURVEY: If the Superbowl and the Oscars were on the same night, who would get the (BRAND) TV? Men or Women? OWNED MEDIA: Post infographic on EARNED MEDIA: WHO GETS Turn survey results into social channels and THE TV? run a FB poll infographic and pitch to continuing the Huffington Post conversation PAID MEDIA: Use syndication and social advertising to drive views to earned media Note: this is not a current or planned campaign
- 20. Tactical Ideas to Get Ya Goin’
- 21. Ta c t i c a l O p t i o n s t o C o n s i d e r • Paid Promotion • Owned Media – Sponsored Stories leading – Tout Earned Media on back to Earned Media Facebook Page – but try to (MSM, Blogs) engage on the content vs. – Promoted Tweets featuring simply broadcasting kudos from influencers & – You can tweet it more than consumers, or, linked to once; be judicious & coverage human; A/B test tweets – Content Syndication to – Consider email campaign feature MSM content on featuring Earned Media premium news/lifestyle kudos to your opt-in list; sites validate customers’ choice – SEM campaigns linked to – Social Media Newsroom to coverage facilitate social sharing
- 22. Oh, We Need to MEASURE?
- 23. ANALYTICS OVERVIEW SEARCH EXPOSURE SURVEYING SOCIAL MARKETING PAID SALES Rankings of Media Pre and post Conversation Audience Advertising Revenue key phrases placements metrics Campaign Audience Conversions Transaction Inbound links Mentions and awareness Volume impressions data Sharing Database entries Purchase intent data Email list size and growth
- 24. THE IMPACT: SOCIAL MEDIA 60 Shortly after engagement, SHIFT’s efforts 50 drove marked increases in traffic from social media Before SHIFT After SHIFT channels 40 TW-7DMA LI-7DMA 30 G+-7DMA FB-7DMA 20 10 0
- 25. THE IMPACT: SEARCH TRAFFIC Search-7DMA 200 180 160 Before SHIFT After SHIFT 140 120 100 80 60 40 Shortly after engagement, SHIFT’s efforts 20 demonstrated a marked increase in website traffic via 0 search
- 27. “What Do Facebook’s News Feed Changes Mean for Marketers and PR Pros?” http://bit.ly/XYxTO5
- 28. Thank You! To d d S . D e f r e n @ T D e f r e n – Tw i t t e r tdefren@shiftcomm.com – email w w w.shi ftcomm.com – w e b