Marshall Sponder is a digital marketing expert who teaches at Rutgers University, Baruch College, and FIT. He founded WebMetricsGuru Inc. The document discusses leveraging different types of media including paid, owned, earned, converged, and programmatic media. It also explores how to measure the effectiveness and virality of online content using analytics. Sponder believes identifying emotions and passions that drive sharing is key to creating viral campaigns. He is working to create the first programmatic training program at Baruch College.

1. MARSHALL SPONDER
WEBMETRICSGURU INC.
BARUCH COLEGE
RUTGERS UNIVERSITY
FIT
MAY 8, 2014
Evaluating Media Effectiveness

2. Key focus Areas
• Use Analytics to better understand the use of Paid, Owned,
Earned, Converged and Programmatic Media.
• How to better leverage Google+ and who is succeeding at
this (and why).
• Using Analytics to understand what online content is
likely to be more shareable (and viral).

3. Teach:
Rutgers University: http://www.masongross.rutgers.edu/content/marshall
Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620
FIT: https://epay.fitnyc.edu/C20737_ustores/web/product_detail.jsp?PRODUCTID=3706&SINGLESTORE=true
Write:
CMSWire: http://www.cmswire.com/author/marshall-sponder/
ClickZ: http://www.clickz.com/author/profile/2854/marshall-sponder
Blog: http://webmetricsguru.com/
Book:
http://www.amazon.com/Social-Media-Analytics-
Effective-
Interpreting/dp/0071824499/ref=reader_auth_dp
About
Me:

4. Which companies are
successful with Paid Vs.
Earned vs. Owned Media
is hard to conclusively
answer.
But we can determine
overall percentages of
spend, when information
is available.

5. F1000 Earned and Owned Media spend is growing while Paid
Media is contracting.
http://www.hugeinc.com/ideas/report/brands-as-publishers (pretty much everyone is now a publisher)

6. F1000
Converged
Media
professionals
are more
specialized in
their focus
Source: LinkedIn Query

7. Which
business
sectors are
focusing
the most
attention to
Converged
Media
and the
learnings
that come
from it?

8. Which
business
sectors are
focusing
the most
attention to
Converged
Media and
the
learnings
that come
from it?
Source: LinkedIn Query covering 12889 accounts (with duplications)

9. Focusing on
Converged
Media
makes
sense
because
Customer
Journey is
non-linear
Ibm.com

10. DEVICES MATTER TOO!
Source: comScore Device Essentials, Monday 21st January 2013

11. Defining Owned,
Paid and Earned
Media along with
the opportunity to
Converge
http://thenextmedia.co/converged-
media-is-imperative-to-your-
content-strategy/

12. Deploying
Owned,
Paid and
Earned
Media into
Converged
Media
http://www.titan-seo.com/NewsArticles/trifecta.html

13. All About Earned Media
http://www.viralgains.com/2014/02/earned-media-breakdown/

14. Earned
Media
builds trust
for Brands
like nothing
else.
https://intelligence.busine
ssinsider.com/earned-
media-on-social-beyond-
the-hype-2013-7

15. Ellen’s Selfie was
purported to be
worth 1 Billion
dollars of
“earned media”
to Samsung, an
Academy Awards
2014 Sponsor.
http://www.odwyerpr.com/sto
ry/public/2220/2014-04-
09/samsung-won-1b-earned-
media-from-ellens-selfie.html

16. What Earned
Media Goals do
Marketers
value the most?
https://intelligence.busines
sinsider.com/earned-media-
on-social-beyond-the-hype-
2013-7

17. All About Owned Media
https://digitalfireflymarketing.com/what-owned-media

18. Owned Media
http://www.nohaagency.com/social-pipes/

19. Michael Kors Digital Campaign Taps Instagram, Twitter
“What is in Your Kors”
http://allfacebook.
com/whats-in-your-
kors_b120225

20. The value to a company of its “owned” media channels
cannot be overstated.
..the Public Broadcasting System
(PBS) noted that when the
organization wanted to announce
news, it simply posted the story to
its Facebook, LinkedIn and Pintere
st pages, and
its Twitter andInstagram feeds,
plus one or two others. This
approach is in stark contrast to an
organization’s long-held reliance
on journalists to interpret then
share the story with their media
outlet’s respective readers,
viewers and visitors.
http://www.forbes.com/sites/peterhimler/2014/04/20/the-pain-pleasure-of-branded-social-media/

21. All about Paid Media

22. Paid Media is
increasingly
the main way
Brands extend
their reach,
esp. in Social
Media
https://intelligence.businessi
nsider.com/facebook-
exchange-deconstructing-
social-medias-first-ad-
exchange-2013-11

23. Paid media
should be
used
strategically
during the
lifecycle of
your Social
campaign
Source: http://www.imediaconnection.com/content/29345.asp

24. Paid Media
provides
complete
control of
message and
placement
(for a price)
http://badads2012.blogspot.co
m/2012_11_01_archive.html

25. Programmatic is the future of Paid Advertising

26. Retargeting and
Programmatic
are dominating
online
advertising and
are its future
https://intelligence.busin
essinsider.com/facebook-
exchange-deconstructing-
social-medias-first-ad-
exchange-2013-11

27. Programmatic
Creative is
needed to fully
leverage
Programmatic
trading platforms
with non-standard
remnant
publisher
inventory, paired
with advanced
targeting
capabilities
http://www.adready.com/site/case-studies/

28. Programmatic is
seen as a
possible the
future for many
online marketing
professionals
Source:
John Matthews | Managing
Principal &
Founder l Comscient Group,
Inc.

29. Madison Avenue
is
becoming more
like Wall Street
http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/

30. Walmart's New Cost-Cutting Target: The Ad World Media
Veteran Monahan Wants Giant Retailer To Cut Waste for
Suppliers Too
"Media planning today is beyond
human comprehension," Mr.
Monahan said. "There are so many
choices on where you can put your
precious investment. It's a software
problem."
http://adage.com/article/special-report-digital-conference/walmart-s-cost-cutting-target-advertising-
world/292436/

31. Working
towards
creating the
world’s first
Programmatic
Training
Program at
Baruch
College in
partnership
with Industry
Leaders this
fall
http://zicklin.baruch.cuny.e
du/programs/undergrad/in
dex_html/degrees/mktg.ht
ml/digital-mrketing.html

32. Working
towards
creating the
world’s first
Programmatic
Training
Program at
Baruch
College in
partnership
with Industry
Leaders this
fall
http://zicklin.baruch.cuny.e
du/programs/graduate/mb
a/majors/index_html/mark
eting.html

33. Frameworks
Matter

34. Frameworks help to build Attribution Models in Analytics
http://themorningsocial.com/2013/12/26/social-media-unlocking-business-performance/

35. Using Analytics to find the right media mix of Earned, Owned
and Paid Medias.
http://www.therain
man.in/Cross_Medi
a_Attribution.html

36. Pros and
Cons
of
Google+
http://www.resourcenation.com/blog/the-pros-cons-of-google-for-small-
businesses/38317/

37. Google+ is a great
place to build
Business Presence
(via Business Pages
and Influencer
Strategy) because
many businesses
have so far ignored it.
http://www.best-infographics.com/google-
for-business-infographic/

38. Google+ is also
integrated with the
rest of Google’s
services and APIs,
including Google
Search and Google
Analytics.
http://www.best-infographics.com/google-
for-business-infographic/

39. Google+ is also a
great place for the
Arts and Sports, but
many Artists and Arts
organizations don’t
fully leverage it yet
(or are aware of its
capabilities).
https://plus.google.com/+googleplus/
posts/UREbXipzSct

40. Google Analytics publishes Google Stats from the website
associated with the Google+ Business Page
http://searchenginewatch.com/article/2330146/Google-Pages-Dashboards-Now-Link-to-Google-Analytics

41. You can get excellent analytics
on the viral spread of your
Google+ content with Google
Ripples along with Google
Analytics. In many cases this
web intelligence is superior to
what is offered elsewhere, in
other social media channels.

42. The New York Times called Google+ a Ghost Town
http://blogs.forrester.com/nate_elliott/14-03-31-why_every_marketer_should_use_google_plus

43. But Forester
Research
thinks every
Marketer
should be on
Google+
http://www.forrester.com/Th
e+Case+For+Google+Plus/fu
lltext/-/E-
RES113003?intcmp=blog:forr
link

44. Sneak Peek

45. Leveraging Viral Data in Social Media Analytics

46. 35% of adults who post
videos online (11% of all
adult internet users)
hope to see their video
go viral. - Pew Report - Pew Internet
http://www.reelseo.com/online-video-uploads-double-years-35-hope-viral-report/

47. Emotions are at
the root of Viral
Marketing - we do
not share what
we are not
feeling strongly
about"

48. VIDEOS WHICH PROVOKE A STRONG POSITIVE RESPONSE ARE 30% MORE LIKELY
TO BE SHARED
Positive
High Arousal Low Arousal
Hilarity Amusement
Inspiration Calmness
Astonishment Surprise
Exhilaration Happiness
Negative
High Arousal Low Arousal
Disgust Discomfort
Sadness Boredom
Shock Irritation
Anger Frustration
Shock or anger can drive shares but they are a risky bet
Source: Karen Nelson-Field - Viral Marketing, The Science of Sharing, Table 3-2, page 24

49. SUCCESS HAPPENS FAST
Source: Viral Video Chart 200 most shared branded videos of 2012
Days Following Launch
Social Diffusion Curve
Day 2: The Viral Peak
•10% of the shares occur on day 2
•25% of shares occur in the first 3 days
•50% of shares occur in the first 3 weeks

50. Facegroup »
Twitter Video
Virality - Chris
Hadfield
Understanding how social media spreads has become a major interest as well as
the subject of a new course @RutgersU

51. Two reasons why
people share and
spread the word -
psychological and
Social motivations

52. Unruly Psychological Responses
Note: The
classification
system above is
similar but not
identical to what
Karen Nelson-
Field uses in her
research on Viral
Marketing and in
her book on Social
Sharing

53. Besides emotions,
people of have
reasons for sharing
content online,
what Unruly calls
“Social
Motivations”.

54. Telekinetic Coffee Shop Surprise #1 on Unruly Viral Video Chart as of
10/13/13
http://viralvideochart.unrulymedia.com/youtube?id=VlOxlSOr3_M
The video was shared
1:21 times it was
viewed

55. Emotive
Tracking for
VIRAL
Campaigns
using
NetBase

56. Explanation
of the Brand
Passion
Index -
Will Content
Spread?

57. Scoring Strong Passion for a SPECIFIC EMOTION

58. Scoring EMOTIONS and PASSION/INTENSITY
can be adapted to Social Campaign tracking

59. Encoding
Emotions
Opens up
intriguing
possibilities
...

60. Online
Videos
analyzed
for Passion
/Intensity/
Sentiment
Unruly – Viral Video Chart 9/30 – Top Social Videos

61. Text Analytics
identifies the
main actor and
action most of the
time

62. Launching Soon

63. Thank You!
Marshall Sponder
CEO, WebMetricsGuru INC
www.webmetricsguru.com
Baruch College, Rutgers University, FIT
@WebMetricsGuru
Email Me: now.seo@gmail.com
Facebook.com - SocialMediaForTheArts