2. WARC, 2017
Earned media is what consumers do on behalf of a brand
word of mouth
advocacy
social media activity
3.
4. where does it work?
CMI, 2017
the CMI propose that it is great for the top of the funnel…
…earned media is recognition and reward
…generating new leads
7. Blades, 2017
a shift in focus from ‘share of voice’ to ‘share of experience’
considering all customer touchpoints across the journey
what are the category touchpoints?
not just reach and share, but impact, relevance and positivity
8. What approach should be taken?
‘earned media’ can be planned… ‘surprise, inform and front-load’
earned media needs to be ‘pushed’, use a ’burst’
…be newsworthy, be cool, use stunts or celebrities
Field, 2016, Sirkin and Barwhani, Pessin and Weaver, 2017
integration with online and offline is vital, syncing with live TV drives participation
9. an original creative is needed…
Field, 2016
video is beginning to dominate… (almost 75% of social sharing is video)
Do you adopt a top-down (brand driven) or bottom-up (customer driven strategy)?
cause or story?
short-term tactics support sharing
10.
11. To make content shareable we need to…
think, how will this help or entertain?
ask,why will they share?
we need to make it emotive…
12. The sharing of stories or information may be
driven in part by arousal. When people are
physiologically aroused, whether due to
emotional stimuli or otherwise, the autonomic
nervous is activated, which then boosts social
transmission.
Psychological Science Journal, 2011
15. there are six types of sharers…
the careerist
the hipster
the altruist
the boomerang
the selector
the connector
New York Times, 2011
16. Stories are one of the quickest ways to form an emotional connection
the power of story telling…
Stories are tools to make sense of the world
17. a good story will…
…make me care, why should I give up my time?
…take me with you, on a journey
…be intentional, have a drive or a goal
…let me like you, be relatable so we can empathise
…delight me, make me forget myself
Stanton, 2013
18. Three rules… (CMI, 2017)
…cultivate influencers
..craft your pitch, why is it valuable to their audience?
…engage your fans and advocates
…participate in live events
…and engage with your online audience during them
..who talks about your brand?
19. Chooisjng influencers…
…right context for the brand
…do they drive action?
…reach, who’s their audience?
…focus on the ‘power middle’, 2.5K – 25K followers, 16X higher
engagement than paid media
Kissmetrics, Nielsen, MSLGroup, Social Chorus 2017
21. What’s shared the most in the UK…
Lightspeed/Mintel, 2017
Photos/images… 58%
Links… 34%
Text posts… 50%
Video… 28%
Quizzes/Polls… 13%
Live Streams… 11%
24. Where does the shared content come from…
Lightspeed/Mintel, 2017
Family and friends… 74% Facebook, 65% Twitter, 69% Instagram
Brands… 14% Facebook, 20% Twitter, 21% Instagram
News media… 39% Facebook, 50% Twitter, 47% Instagram
Influencers… 13% Facebook, 18% Twitter, 23% Instagram
25. Facebook… Thursday and Fridays, Friday is the ‘happiest’ day, sharing
from 1PM, clicks from 3PM, no later than 9PM
Instagram… Mondays! Interaction increases after work hours (to 33%)
When should we share…
Twitter… Monday to Friday for B2B, Weekends and Wednesdays for
B2C, 12noon – 6PM highest CTR, 5PM highest Retweets
LinkedIn… Tuesday – Thursday, 7-8AM, 5-6PM
Patel, QuickSprout, 2015
26. Pulling it together…
…be positive, it’s more likely to be shared
…be topical and timely
…emotional content is important, the audience needs to feel
…be visual, start strong, develop long-form or evergreen
…remember search!
Banner, CMI, Uganec, 2017
Hinweis der Redaktion
Maximise exposure, support with paid media effort… make sure there’s quality
Altruist – helpful, reliable, thoughtful
Careerist – for business networking purposes
Hipster – creative, young, popular, need to be first
Boomerang – need a reaction and to feel validated
Connector – creative, flexible, build networks
Selector – resourceful, caring, thoughful