Interactive Marketing Communications Summer 2014 Week 2 TV

Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of
paid media
• Public relations was traditionally the realm
of earned media
• Advertising claimed an early lead in
“interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now
competing for control of owned media
channels

PESO
• PAID = Money exchanged for space in
magazine, newspaper or online site; for time
on radio, TV and sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and
communities built on, third-party social
networks (e.g., Facebook, Twitter, LinkedIn,
Pinterest, etc.)
• OWNED = Print collateral, websites, blogs,
video, podcasts, ebooks, etc.

POE vs PESO
• Which makes more sense?

What is Social Media?
• Social media is a set of channels, tools and
philosophies for creating content, building community,
joining (and shaping) the conversation, and ultimately
“converting”
• Social media is not just a new way to communicate:
it’s a new way to do business
• Ultimately, social media, and more specifically social
marketing, is about turning your customers and
influencers into salespeople.
H

Who’s Using Social Media?
(B2C)
H

(B2B)
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

(B2C)

(B2C/B2B)

Top B2B Social Marketing
Goals
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

Top B2B Social Marketing
Goals

What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity,
search engine technology has evolved
• Content marketing techniques must evolve with it

Content Marketing is Big.
BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…

Content Marketing
http://www.flickr.com/photos/jewe/2905913332/
Will they come?

Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.

Content Marketing ≠ Inbound
MarketingA good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/

But is Content Marketing
Working for You?
• Are you creating content?
• If so, what kind, how often & what
channels?
• How are you promoting it?
• Is it being applauded or amplified?
• What kind of engagement are you getting?
• Is it working? (i.e., is it converting?)
(and if it is, would you know it??)

Rand Fishkin’s
Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable
– something that people will love.
Something they will want to share.
Something I can be proud of. And if it fails
to achieve my marketing goals, I won’t
give up. I will try again. My failures will be
the practice I need to earn future
successes and future customers.

6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

The 7th Key to Sharable Content?

Facebook EdgeRank
http://socialfresh.com/facebook-edgerank-facts/
5 Things You Didn’t Know
About EdgeRank
1. Typical post reaches only 17%
of your fans
2. Average post lifespan is 3
hours
3. Comments are 4x valuable
than likes
4. Affinity = everything
5. GraphRank is subset of
EdgeRank

Todd’s Building Blocks of a
Content Marketing Strategy
1. News
2. Understanding of Customer
3. Understanding of Competition
4. Understanding of Industry
5. Understanding of Influencers
6. Opinions on Any and All of These
7. Lack of Fear to be Different, Better or
Critical

Curation, Not Just Creation
• Content curation, or the reuse/repackaging of
other people’s content, is becoming hugely
popular
• You must be able to add value to that content:
commentary, insight or more news

Conclusion: Content Marketing
Works

SEARCH MARKETING:
ORGANIC
Week 2

What is SEO?
The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages
H

“Above the Fold” in the Old
Days
http://www.flickr.com/photos/globochem/2321238318/

“Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement

Search & Social are Critical to Content Marketing
Conclusion

Before We Go Any Further
• I’ve got some things I need to go over…
• Things we all need to remind ourselves
of…
• The rules of social media change regularly
• These are some of the more important
ones today…*
* Subject to change at
any moment http://www.flickr.com/photos/24467251@N02/6658779959/

Rule #1
There’s no such thing as a Twitter
or a Facebook strategy!

Rule #2
Just because you can measure it
doesn’t mean you should!

Rule #3
Social media marketing is
content marketing!

Rule #4
Content marketing is inbound
marketing

Rule #5
If you build it, they might come, but
there’s no guarantee!

Rule #6
The two secrets to being seen are
sociability and searchability!

Rule #7: Convert!
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase / donate
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

Social Media’s Impact on SEO
Before After

SEM vs PPC vs SEO
• Search engine marketing (SEM) is a
combination of paid search programs and
“organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM)
(M=1,000)
• Organic search (i.e., SEO) focuses on
“unpaid” ways to improve search engine
results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing

5 Key Metrics of Site SEO
1. Searchability. Is the structure, content and meta-content (descriptive
information including titles and keywords) of the site optimized for search
engines (specifically Google and Bing), providing the best possible organic
search engine results possible, as defined by search experts and online
SEO/SEM measurement resources?
2. Accessibility. Is the site accessible from different kinds of devices, and
can people with disabilities perceive, understand, navigate and interact
with the site, as defined by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and
navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy
for that person to share their likings (or dislikings) with site managers
and/or the general public?
5. Salability. Does the content of the site lend itself to one or more
understandable (and measurable) goals – e.g., driving visitors to try out a

9 Steps to SEO Success
1. Market research
2. Keyword research
3. On-page
optimization
4. Site structure
5. Link building
6. Brand building
7. Viral marketing
8. Adjusting
9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/

Market Research Secrets
• Begins with a competitive analysis
• What companies / sites are you competing
with?
• How well do they perform?
• Great tool: http://websitegrader.com/

Keyword Research Secrets
Once you have identified and analyzed the competition at a high
level, you can turn your attention to analyzing the keywords
from four perspectives:
1. What keywords you want to be known for
2. What your site is keyword optimized for
3. What your competitors’ sites are keyword optimized for
4. What people are searching for
Four great keyword tools:
1. http://seokeywordanalysis.com/
2. http://www.googlerankings.com/ultimate_seo_tool.php
3. http://tools.seobook.com/general/keyword-density/
4. http://textalyser.net/

On-Page vs. Off-Page
• On-Page SEO focuses on how you can
improve the content, structure and
navigability of your own site
• Off-Page SEO focuses on, well, pretty much
everything else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

HTML 101
<HTML>  This is the outside paired HTML element that declares that what’s inside is
HTML
<HEAD>  Content inside the HEAD element describes the whole page
<META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”>
<META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”>
<TITLE>The descriptive name of the page goes here</TITLE>
</HEAD>  Paired elements (including TITLE) are “closed off” with a leading forward slash
<BODY>  All the content displayed on the actual web page appears inside the BODY
elements
<H1>The largest header tag for really big type</H1>
<P>Body copy appears inside the P element. Click on image below.</P>
<A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A>
<H2>Slightly smaller header type</H2>
<P>Headers are really important for SEO.</P>
</BODY>
</HTML>
• Right click on a webpage and click on
View source to see how a web page is
designed…

On-Page SEO Checklist
• Always start with keyword selection, research and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Content
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
• Expect results in 6-12 months
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

PPC, PPM, CPL, HUH?
• PPC = Pay-Per-Click
– Only pay for clicks
– CPC = Cost-Per-Click
– PPA = Pay-Per-Action (e.g., when item is
sold)
– CPA = Cost-Per-Action
– CPL = Cost-Per-Lead
• PPM = Pay-Per-Mille (1,000 impressions)
– Avoids click fraud
– CPM = Cost-Per-Mille

PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)

How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success

Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-
loading website will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns

Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account

SOCIAL (MEDIA) MARKETING
Week 2

(Some) Content Rules
• Start with the why
• Reuse
• Define success
• Speak human (but read tech)
• Reimagine (but don’t recycle)
• Share, solve, but don’t shill
• Listen and learn
http://www.contentrulesbook.com/
I do some pretty
egregious
paraphrasing here
– the book is better

Why is G+ On Top?
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061

Twitter Rules
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/

Twitter Rules
http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx

Facebook Still Has the Edge

Age Matters
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

Different Age = Different
Behavior
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

Gender Matters…

…Especially on Pinterest
http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/

But Men Are Coming Around
http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888

Income & Education
Differences
http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites

Google+
http://www.chrisbrogan.com/gplusinfographic/

The Anti-Social Organization
Fresh Ground, Inc.
The old model, or one reason why PR is flawed
Megaphone
Flickr image uploaded by thivierr
Shared under Creative Commons
Attribution-Share Alike 2.0 Generic
License
The Earth
Taken 7 December, 1972
Apollo 17 mission
Courtesy: NASA

The Risk of Over-Organization
We’ll tackle how to
overcome these silos
in the Procedural
Framework discussion

The Risk of Silos
TALKING HEAD
SYNDROME
Social media practitioners fall victim to three key ailmen
This is one of them…
• If your public presence
is disconnected from
your business and
unable to satisfy the
demands of your
community, you’re
probably suffering
from…

Fresh Ground, Inc.
The Reality
The Social Organization

Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
Attribution-No Derivative Works 2.0 Generic
License
Share
Flickr image uploaded by Ed Yourdon
Attribution-Share Alike 2.0 Generic
License
Listen
Flickr image uploaded by andronicusmax
Attribution 2.0 Generic
License
Change
Flickr image uploaded by adam*b
Attribution 2.0 Generic
License

• Empowers, trains and engages all relevant
departments in social, not just
“marcomms” people…
http://www.rackspace.com/blog/social-marketing-strategy/

The Three Os of Measurement
1. Outputs – Results of
publicity efforts
2. Outtakes – How people
think as a result of
these outputs
3. Outcomes – How their
behavior changes as a
result of these outtakes
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15

Seven Steps of Building a
Measurement Program
1. Identify the community
– Who do you have relationships with?
– Who do you want relationships with?
– Who are you reaching with this program
2. Define objectives for each community
– At a high level, what are you trying to achieve?
3. Define measurement criteria
– Create specific goals, or “conversion goals”, measured by real performance
numbers, percentage growth, share of revenue/voice, etc.
– You must be able to tie these to your high-level objectives
4. Define your benchmark
– Where are you starting from? Baseline metrics are critical!
5. Select a measurement tool
– Both traditional and new media
6. Analyze, create action items & recommendations
– Focus on what you can change
7. Make changes and measure again

Examples of High-Level Goals
• Learn something about customers we’ve
never known before
• Tell our story to customers and have them
share it
• Have more comments than posts
• Get our customers to help each other
• Create a new revenue channel
• Improve our reputation online
Jeremiah Owyang, via

Sample Basic Metrics
• Get on page one of SERPs for key industry term
• Grow RSS or email subscriptions by 100%
• Have an average of 3 comments per post
• Increase the number of Facebook users “talking
about” our page by 75
• Grow inbound links by 50
• Have at least two blog and media mentions per week
• Grow our Alexa ranking by 500 places by n date
• Improve the sentiment so there are more positive
mentions than negative ones
• Grow web traffic by 200%
• Grow downloads or sales by 50% over next four
months

The Best Social Media
Metrics*
1. Conversation Index – Ratio of posts to
comments or replies
2. Amplification Rate – How many people
share each post/update/tweet/etc.
3. Applause Rate – How many people “like,”
“+1” or “favorite” each piece of content
4. Economic Value – Sum of short- and
long-term revenue and cost savings
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Paul’s Favorite Metrics
• Page Views – Simple but easy, as long as you
understand difference between views (or visits) and
visitors
• Returning Visitors – How sticky is your site? Over time
this becomes more important
• Pages Per Visit – Keep it trending upward; it’s another
measurement of stickiness
• RSS Subscriptions – How many people read your blog
on a regular basis (in theory)
• Referring Sites – Who’s sending you the most traffic,
to where, and why?
• SERP – Where do you rank?
• Search Terms – Use these to optimize your site
content

Three Metrics In The News
1. Return On Investment
2. Net Promoter Score
3. Ad Value Equivalency

Return On Investment
• According to Wikipedia, ROI is “the ratio of money
gained or lost (whether realized or unrealized) on an
investment relative to the amount of money invested.”
• There are two important variables in this equation:
– Return
– Investment
• There’s also a third vital term: Money.
• Return is payoff as measured in revenue generated or
costs avoided
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Net Promoter Score
http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter

Ad Value Equivalency
• The calculation of space or time used for
earned media (publicity or news content)
by comparing it to the cost of that same
space or time if purchased as advertising
http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/

The Problem with AVE
1. AVEs do not measure
outcomes
2. AVEs reduce public relations to
media relations
3. AVEs fly in the face of
integrated measurement
4. AVEs provide no diagnostic
value
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/

Alternatives to AVE
1. Reach: the number of
people exposed to
coverage
2. Opportunities to See
(OTS): Similar to reach,
but counts multiple
articles from single pub
3. Frequency: Average
number of times a person
has seen coverage
4. ROE: Return on
Engagement?
http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/
http://www.catherinelane.com/ave-is-a-dying-breed-but-what%E2%80%99s-the-alternative/
http://www.instituteforpr.org/2010/06/the-barcelona-declaration-of-research-principles/
http://www.flickr.com/photos/dougtone/4466249877/

The Barcelona Principles
1. Goal setting and measurement are important
2. Media measurement requires quantity and
quality
3. AVEs are not the value of public relations
4. Social media can and should be measured
5. Measuring outcomes is preferred to measuring
media results (outputs)
6. Organizational results and outcomes should be
measured whenever possible
7. Transparency and replicability are paramount
to sound measurementhttp://www.cipr.co.uk/content/news-opinion/presidents-blog/4912/barcelona-principles-the-end-of-ave-
http://www.pr-media-blog.co.uk/measuring-pr-barcelona-style/

Interactive Marketing Communications Summer 2014 Week 2 TV

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (10)

Ähnlich wie Interactive Marketing Communications Summer 2014 Week 2 TV

Ähnlich wie Interactive Marketing Communications Summer 2014 Week 2 TV (20)

Mehr von Todd Van Hoosear

Mehr von Todd Van Hoosear (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Interactive Marketing Communications Summer 2014 Week 2 TV