Understanding the power of earned media - Social Fresh East

1. UNDERSTANDING THE POWER OF
EARNED (SOCIAL) MEDIA
Christopher S. Penn, Vice President, Marketing Technology

2. AGENCY INTRODUCTION

3. SHIFT COMMUNICATIONS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR BOSTON Learn more: www.shiftcomm.com
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B
MARKETERS NEW YORK EMPLOYEE STOCK OPTION PLAN
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.” SAN FRANCISCO TECH AND CONSUMER EXPERIENCE
AWARD-WINNING NATIONAL PRESENCE AGENCY FACTS
Learn
more
about
us
at
www.SHIFTcomm.com

4. SHIFT CLIENT EXPERIENCE

5. LOTS MORE CORPORATE BOILERPLATE

6. IN THE BEGINNING

8. THE BIG FOUR

9. MY STRUGGLE AS A MARKETER

10. WHAT IS EARNED MEDIA?

11. DEFINING EARNED MEDIA
OWNED:
We
are
awesome!
PAID:
We
paid
this
place
to
say
we
are
awesome!
EARNED:
You
are
awesome!

12. THIS IS EARNED MEDIA

13. THIS IS EARNED MEDIA

14. THIS IS EARNED MEDIA

15. THIS IS EARNED MEDIA

16. CHANGE YOUR THINKING
If
what
you
want
is... This
is
whose
job
it
is...
Audience Media
&
PR
Leads MarkeIng
Revenue Sales
Evangelists Service

17. WHY EARNED MEDIA?

18. THE POWER OF EARNED MEDIA
C  
Liking Reciprocity Scarcity
  D
Authority Social Proof Consistency

19. HOW TO EARN MEDIA

20. EARNED/SOCIAL MEDIA STRATEGY
Strategy
Why
Objectives
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?

21. WHAT OBJECTIVES?

22. EARNED/SOCIAL MEDIA STRATEGY
Media
What
Content
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?

23. RESEARCH

24. RESEARCH

25. RESEARCH
http://amzn.to/158OhDA

26. TRADITIONAL ACCELERATED BY SOCIAL

27. EARNED/SOCIAL MEDIA STRATEGY
Social
Who
Network
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?

28. RESEARCH

29. RESEARCH

30. WHAT ABOUT TRADITIONAL PR?

31. THE NEW SOCIAL PRESS OUTREACH

32. Work right to left
Social Media Strategy
Who What Why
Network Content Objectives
Who is going to be your target What content are you going to What are the overall business
audience? create or curate to gain interest? objectives and goals?
What self-identified characteristics Where will that content come from? How will you measure them?
will you look for?
What schedule will you use? What indicators will you use to
What networks are they on? determine when something’s not
Who will be responsible for content working and who makes that call?
How will you build the network? creation?
Social Media Strategy in One Slide
(www.ChristopherSPenn.com and @cspenn)

33. MEASURING SUCCESS

34. THERE
IS
NO
SINGLE
METRIC
OF
SUCCESS

35. IT’S A BASKET
SEARCH EXPOSURE SURVEYING SOCIAL MARKETING PAID SALES
Rankings of key Media Pre and post Conversation Audience Advertising Revenue
phrases placements metrics
Campaign Audience Conversions Transaction
Inbound links Mentions and awareness data Volume
Sharing Database
impressions
Purchase intent entries
data
Email list size
and growth
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/

36. SUCCESS METRICS: SEARCH

37. SUCCESS METRICS: EXPOSURE

38. SUCCESS METRICS: SOCIAL

39. SUCCESS METRICS: SURVEYING

40. SUCCESS METRICS: MARKETING

41. SUCCESS METRICS: REVENUE

42. DO THEY MOVE TOGETHER?

43. TAKEAWAYS

44. 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.

45. SOCIAL FRESH EAST OFFER
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.
hAp://bit.ly/socialfresheastcoffee

46. Q&A

47. one
last
thing...