Paid, Earned & Owned: Social Media Opportunities

Paid, Earned & Owned: Social Media Opportunities
Social Media: Paid, Earned & Owned November 17, 2011 #KCMediaMix
Agenda • Introductions • Social Landscape • Key Social Platforms –Facebook –Twitter • Paid, Earned & Owned • Ad Examples • Questions 2
Honoring Steve "People who know what they're talking about don't need PowerPoint." And that, my friend, is why I’m using Keynote. 3
Introductions 4
As Seen On 5
Not a Social Expert 6
Integrated Approach BUSINESS & BRAND STRATEGY ADVERTISING MEASUREMENT PUBLIC INTERACTIVE RELATIONS CAUSE SOCIAL MEDIA BRANDING ENGAGEMENT BRAND PROGRAMS ACTIVATION (CRM) MOTION LOCAL & BRANDING DESIGN NATIONAL MEDIA 7
Social Media Landscape 8
Why Social? Social is kind of a big deal But.... 9
Why Social? Social is kind of a big deal But.... 10
Do You? Actively use: • Facebook • Twitter • LinkedIn • Foursquare • Yelp • YouTube • Blog (Wordpress, Tumblr) • TweetDeck or Hootsuite • Social apps on a mobile device or tablet 11
Twitter • 60% of brand followers are more likely to recommend a brand to a friend after following the brand on Twitter • 50% of brand followers are more likely to buy from that brand • 23% claim to tweet about the brands they follow source 12
Facebook • 56% of consumers said they are more likely to recommend a brand to a friend after “Liking” a brand on Facebook • 51% of consumers said they are more likely to buy a product after doing so. source 13
Objective? • Facebook Likes? • Twitter followers? • Impressions? • Clicks? • Views? • Data collection? 14
Key Metrics: Facebook • Engagement – Likes, Comments, Shares • Likes – Paid, Organic • Impressions – Likes x Posts – User generated content • Paid Campaigns – Spent, Impressions, Connections, CPM, CPC, CTR, CPF 15
Value? • How do you come up with a value for a Facebook Like? Or a Twitter follower? • Is a Facebook Like acquired through a paid campaign (or promotion) = organic? • Is there a core base of Facebook fans whereby acquiring more Likes becomes cost prohibitive? 16
Many Platforms 17
Key Platforms 18
Paid Earned Owned Media Types • Definition • Examples • Role • Benefits • Challenges source 19
Paid Media Definition: Brand pays to leverage Role: Catalyst that feeds owned & creates earned media Example: Display ads Benefits: Immediacy, Scale & Control Challenges: Clutter, Response Rates & Credibility 20
Earned Media Definition: When customers become the channel Role: Listen and respond — often the result of well- executed and well-coordinated owned and paid media Example: Word of mouth Benefits: Credible, Key Role in Sales, Transparent, Longevity Challenges: No Control, Can Be Negative, Scale, Hard to Measure 21
Owned Media Definition: Channel a brand controls Role: Longer-term relationships with existing potential customers and earn media Example: Web Site, Mobile Site, Blog, Twitter Account Benefits: Control, Cost Efficiency, Longevity, Versatility Challenges: No Guarantees, Company Communication Not Trusted, Takes Time to Scale 22
Paid, Earned & Owned: Harmony source 23
Media, Digital & PR “Dogs and cats, living together... Mass hysteria!” 24
Convert from Paid to Owned & Earned 25
Brand Engagement Motivation 26
Branded Viral Loop reference 27
Publishing Equals Syndication • Every time a brand publishes content to the wall, it is syndicated to fans – Posts can be commented or liked • If posts are commented or liked, that activity is shared with their Facebook friends 28
TV: Tempur-Pedic 29 reference
Sony Cyber-Shot reference 30
TV: Online Destination 31 reference
ESPN College Gameday reference 32
Commercials Tagged with Social reference 33
#Hashtag Madness 34
MLB Postseason reference 35
Print 36
What’s Missing? • URLs – Why make users search? • Value – Why should I go? 37
TV Meets Digital • “We don’t want any ‘dead ends’ — the conversation should be ongoing and cross- platform.” • Curtis Hougland, founder and CEO of Attention source 38
Tracking Media Trends source 39
Social Platform Demos Vary 40
reference 41
Facebook Targeting reference 42
Facebook Ad API Partners • Keyword exploration & optimization • Target exploration & optimization • Automated bidding –Optimize against cost per Like, vs. CPC, CPM, CTR –Reduced campaign management fees 43
Platforms: Twitter 44
Twitter Handle Roundup • Who has a Twitter account? • What is the handle? • How do you use Twitter? 45
Tweetcloud (Nov 2011) 46
Tweetcloud (Nov 2011) 47
#HashCloud 48
Twitter Ad Opportunities Promoted Trends Promoted Accounts Promoted Tweets reference 49
Promoted Trends 50
Promoted Trends • Limited geography targeting • One advertiser only • Not a low cost endeavor 51
Promoted Accounts • Auction based 52
Promoted Tweets • Cost per engagement auction – Click, favorite, retweet or reply 53
TwitterCounter Featured Placement 54
StumbleUpon Opportunities 55
56
Success? 57
SMCKC: Breakfast with Scott Monty September 2, 2011 Union Station 58
Contact Dustin Jacobsen VP, Social Media & Technology Barkley djacobsen@barkleyus.com (816) 423-6063 @dustinj 59

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