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Introduction to Digital Marketing Lecture 5

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Neil Kelley
Neil Kelley

An introduction to earned content on social media

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Introduction to digital marketing 5 an introduction… to social media and earned media
marketing-partners.com, 2018 Paid, Owned and Earned Media (POEM) word of mouth property advertising
Nielsen, 2017
WARC, 2017 Earned media is what consumers do on behalf of a brand word of mouth advocacy social media activity
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
Google call this the Zero Moment of Truth…
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
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
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
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…
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
so… what encourages sharing? Emotive content can be… amusing moving illuminating inspiring shocking cute sexy frustrating controversial scary Uganec, 2017
there are six types of sharers… the careerist the hipster the altruist the boomerang the selector the connector New York Times, 2011
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
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
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?
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
What platforms are used in the UK… Lightspeed/Mintel, 2017
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%
Types of content by platform in the UK… Lightspeed/Mintel, 2017
Reasons for sharing content in the UK… Lightspeed/Mintel, 2017
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
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
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

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Introduction to Digital Marketing Lecture 5

  • 1. Introduction to digital marketing 5 an introduction… to social media and earned media
  • 2. marketing-partners.com, 2018 Paid, Owned and Earned Media (POEM) word of mouth property advertising
  • 4. WARC, 2017 Earned media is what consumers do on behalf of a brand word of mouth advocacy social media activity
  • 5.
  • 6. 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. Google call this the Zero Moment of Truth…
  • 8.
  • 9. 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
  • 10. 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
  • 11. 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
  • 12.
  • 13. 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…
  • 14. 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. so… what encourages sharing? Emotive content can be… amusing moving illuminating inspiring shocking cute sexy frustrating controversial scary Uganec, 2017
  • 16.
  • 17.
  • 18. there are six types of sharers… the careerist the hipster the altruist the boomerang the selector the connector New York Times, 2011
  • 19. 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
  • 20. 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
  • 21. 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?
  • 22. 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
  • 23. What platforms are used in the UK… Lightspeed/Mintel, 2017
  • 24. 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%
  • 25. Types of content by platform in the UK… Lightspeed/Mintel, 2017
  • 26. Reasons for sharing content in the UK… Lightspeed/Mintel, 2017
  • 27. 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
  • 28. 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
  • 29. 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

  1. Maximise exposure, support with paid media effort… make sure there’s quality
  2. 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