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Earned Media PromotionM a y2 0 1 3

SHIFT COMMUNICATIONS

BOSTON

NEW YORK

SAN FRANCISCO

100+ PROFESSIONALS

EMPLOYEE STOCK OPTION PLAN

TECH AND CONSUMER EXPERIENCE

BI-COASTAL PRESENCEAGENCY FACTS

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.”

AWARD-WINNING

C L I E N T E X P E R I E N C E

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.

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”

EARNED MEDIA

Edelman Trust Barometer research, 2012

EARNED MEDIA – MOST TRUSTED

Edelman Trust Barometer research, 2012

EA R N E D M E D I A P RO M OT I O N ST R AT EGY

• A s P a i d , O w n e d & E a r n e d M e d i a c o n v e r g e , t h e t h i r d - p a r t y p r a i s e o f

m a i n s t r e a m m e d i a , b l o g g e r s a n d c o n s u m e r s g r o w m o r e i m p o r t a n t

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 k e 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

t r u s t e d c o n t e n t .

RESEARCH

CREATIVE

CONTENT EARNED MEDIA ANALYTICS

MESSAGING

OWNED MEDIA

PAID MEDIA

Example #1

Re s e a rc h L e a d s to C o nte nt

InfluencerRESEARCH

ContentCREATIVE

Note: this is not a current or planned campaign

C o nte nt L e a d s to Ea r n e d M e d i a

Facebook UpdateEARNED MEDIABlog Post

EARNED MEDIA

Note: this is not a current or planned campaign

Ea r n e d M e d i a a s a H u b

SyndicationPAID

MEDIA Promoted TweetPAID

MEDIA

Google+ ContentOWNED

MEDIASponsored StoryPAID

MEDIA

Note: this is not a current or planned campaign

Example #2

BRAND

CATEGORY PRODUCT

AUDIENCE

WHO GETS THE

TV?

Note: this is not a current or planned campaign

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

WHO GETS THE

TV?

EARNED MEDIA:Turn survey results into infographic and pitch to

Huffington Post

Note: this is not a current or planned campaign

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

WHO GETS THE

TV?

OWNED MEDIA:Post infographic on social

channels and run a FB poll continuing the

conversation

Note: this is not a current or planned campaign

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 social channels and

run a FB poll continuing the conversation

EARNED MEDIA:Turn survey results into infographic and pitch to

Huffington Post

PAID MEDIA:Use syndication and social

advertising to drive views to earned media

WHO GETSTHE TV?

Note: this is not a current or planned campaign

Tactical Ideas to Get Ya Goin ’

• Paid Promotion– Sponsored Stories leading

back to Earned Media (MSM, Blogs)

– Promoted Tweets featuring kudos from influencers & consumers, or, linked to coverage

– Content Syndication to feature MSM content on premium news/lifestyle sites

– SEM campaigns linked to coverage

• Owned Media– Tout Earned Media on

Facebook Page – but try to engage on the content vs. simply broadcasting

– You can tweet it more than once; be judicious & human; A/B test tweets

– Consider email campaign featuring Earned Media kudos to your opt-in list; validate customers’ choice

– Social Media Newsroom to facilitate social sharing

Ta c t i c a l O p t i o n s to C o n s i d e r

Oh, We Need to MEASURE?

ANALYTICS OVERVIEW

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

THE IMPACT: SOCIAL MEDIA

0

10

20

30

40

50

60

TW-7DMA

LI-7DMA

G+-7DMA

FB-7DMA

Before SHIFT After SHIFT

Shortly after engagement, SHIFT’s efforts drove marked increases in traffic from social media channels

0

20

40

60

80

100

120

140

160

180

200

Search-7DMA

THE IMPACT: SEARCH TRAFFIC

Before SHIFT After SHIFT

Shortly after engagement, SHIFT’s efforts demonstrated a marked increase in website traffic via search

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

t d e f r e n @ s h i f t c o m m . c o m – e m a i l

w w w. s h i f t c o m m . c o m – w e b

The Vocus family

About VocusVocus is a leading provider of cloud marketing software that helps

businesses reach and influence buyers across social networks, online and

through media. Vocus provides an integrated suite that combines social

marketing, search marketing, email marketing and publicity into a

comprehensive solution to help businesses attract, engage and retain

customers. Vocus software is used by more than 120,000 organizations

worldwide and is available in seven languages. Vocus is based in

Beltsville, MD with offices in North America, Europe and Asia. For further

information, please visit http://www.vocus.com or call (800) 345-5572.

PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing

@Vocus @PRWeb @Helpareporter @NorthSocial @iContact

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