Post on 08-May-2015
description
UNDERSTANDING THE POWER OF EARNED (SOCIAL) MEDIA
Christopher S. Penn, Vice President, Marketing Technology
AGENCY INTRODUCTION
SHIFT COMMUNICATIONS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B 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 COMMUNICATIONS THAT TRANSCENDS MARKETING.”
BOSTON
NEW YORK
SAN FRANCISCO
Learn more: www.shiftcomm.com
EMPLOYEE STOCK OPTION PLAN
TECH AND CONSUMER EXPERIENCE
NATIONAL PRESENCE AGENCY FACTSAWARD-WINNING
Learn more about us at www.SHIFTcomm.com
SHIFT CLIENT EXPERIENCE
LOTS MORE CORPORATE BOILERPLATE
IN THE BEGINNING
THE BIG FOUR
MY STRUGGLE AS A MARKETER
WHAT IS EARNED MEDIA?
DEFINING EARNED MEDIA
OWNED: We are awesome!
PAID: We paid this place to say we are awesome!
EARNED: You are awesome!
THIS IS EARNED MEDIA
THIS IS EARNED MEDIA
THIS IS EARNED MEDIA
THIS IS EARNED MEDIA
CHANGE YOUR THINKING
Media & PR
MarkeIng
Sales
Service
Audience
Leads
Revenue
Evangelists
If what you want is... This is whose job it is...
WHY EARNED MEDIA?
Social Proof
THE POWER OF EARNED MEDIA
LikingC
Reciprocity
ConsistencyD
Authority
Scarcity
HOW TO EARN MEDIA
EARNED/SOCIAL MEDIA STRATEGY
Strategy
Why
What are the overall business objectives and goals?
How will you measure them?
What indicators will you use to determine when something’s not
working and who makes that call?
Objectives
WHAT OBJECTIVES?
EARNED/SOCIAL MEDIA STRATEGY
Media
What
What content are you going to create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content creation?
Content
RESEARCH
RESEARCH
TRADITIONAL ACCELERATED BY SOCIAL
EARNED/SOCIAL MEDIA STRATEGY
Social
Who
Who is going to be your target audience?
What self-identified characteristics will you look for?
What networks are they on?
How will you build the network?
Network
RESEARCH
RESEARCH
WHAT ABOUT TRADITIONAL PR?
THE NEW SOCIAL PRESS OUTREACH
Social Media Strategy
Who What Why
Who is going to be your target audience?
What self-identified characteristics will you look for?
What networks are they on?
How will you build the network?
What content are you going to create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content creation?
What are the overall business objectives and goals?
How will you measure them?
What indicators will you use to determine when something’s not
working and who makes that call?
Network Content Objectives
Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
Work right to left
MEASURING SUCCESS
THERE IS NO SINGLE METRIC OF SUCCESS
IT’S A BASKET
Rankings of key phrases
Inbound links
SEARCH
Media placements
Mentions and impressions
EXPOSURE
Pre and post
Campaign awareness data
Purchase intent data
SURVEYING
Conversation
Audience
Sharing
SOCIAL
Audience
Conversions
Database entries
Email list size and growth
MARKETING
Advertising metrics
PAID
Revenue
Transaction Volume
SALES
In our earned media strategy, we examine 7 categories of metrics that PR has a dis9nct impact on. To learn more about these, we invite you to read our blog post series on it here: hAp://www.shiCcomm.com/2013/03/7-‐ways-‐to-‐measure-‐pr-‐introduc9on/
SUCCESS METRICS: SEARCH
SUCCESS METRICS: EXPOSURE
SUCCESS METRICS: SOCIAL
SUCCESS METRICS: SURVEYING
SUCCESS METRICS: MARKETING
SUCCESS METRICS: REVENUE
DO THEY MOVE TOGETHER?
TAKEAWAYS
TAKEAWAYS
1. Rethink how you measure methods by audience, leads, customers, and evangelists.
2. Middle and bo<om of the funnel are irrelevant if the top is empty.
3. Earned media isn’t just tradiConal PR -‐ it’s anywhere people can talk about how awesome you are (or aren’t!)
4. Approach social media strategy as why, what, who, rather than the reverse.
5. Measure with more than one kind of metric to see the big picture.
SOCIAL FRESH EAST OFFER
hAp://bit.ly/socialfresheastcoffee
On April Fool’s Day, we joked about opening a coffee shop with our own blends of hand-‐roasted coffee. Some people took it seriously, so we actually made one of them, the CreaIve Cup. Want some? Here’s how to get it.
Q&A
one last thing...