achievement series: aligning paid, owned, and earned media for social success
DESCRIPTION
Mastering the mix of paid, owned, and earned media is essential to building effective and efficient social programs. Join social strategists from HomeAway and Spredfast to learn how to leverage ads and promoted content to get the most out of your social programs.TRANSCRIPT
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Aligning Paid, Owned, and Earned Media for Social SuccessSpredfast Achievement Series
#SFAchieve
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#SFAchieve
Ellen WestcottSocial Media Specialist Spredfast@ellenbwestcott@Spredfast
Jennifer StaffordSocial Media ManagerHomeAway@jennstafford@HomeAway
Today’s Presenters
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#SFAchieve
Social content exists to tell your brand story
Source: The Brandsphere Infographic, Brian Solis
@ellenbwestcott
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#SFAchieve
@ellenbwestcott
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#SFAchieve
Expect more, pay less.
@ellenbwestcott
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#SFAchieve
“Paid, earned, owned”
Paid Earned Owned
• Facebook promoted posts
• Facebook ads• LinkedIn
sponsored updates
• LinkedIn ads• Promoted tweets• Promoted
accounts• Pay per post
blogging• Paid
partnership/sponsorship with a blogger
• User-generated content
• Pictures• Likes,
comments, shares
• Retweets, @mentions, hashtag use
• Brand blog• Branded social
channels + the content that lives on them: Facebook, Twitter, YouTube, Instagram, SlideShare, etc.
• Branded apps• Brand-curated
content
@ellenbwestcott
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#SFAchieve
From “paid, earned, owned” to converged media
Converged Media
Owned MediaCorporate Content
Paid MediaTraditional Ads
Earned MediaOrganic
Brands that ask for shared
media
Sponsored Customer
Promoted Brand
Content
Source: The Converged Media Imperative, Altimeter Group
@ellenbwestcott
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#SFAchieve
Paid, earned, owned converge
Owned
Paid
Earned
@ellenbwestcott
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#SFAchieve
Paid > earned > owned
Owned + Paid
Earned +
Owned
@ellenbwestcott
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#SFAchieve
Kate Spade Saturday
@ellenbwestcott
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#SFAchieve
Jive: Six Secrets
@ellenbwestcott
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#SFAchieve
Brands as publishersContent marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.- Content Marketing Institute
@ellenbwestcott
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#SFAchieve
Why content is kingBrand awareness
Lead generation
Increased customer loyalty
Establish expertise
@ellenbwestcott
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Converging Media•What resonates with your audience?
•Turn owned media into earned media and support with paid media
•Use data to your advantage
@jennstafford#SFAchieve
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Winning P/O/E Content
Step 1: Identify Objectives and Opportunities
• Traffic?
• Awareness?
• Engagement?
• Conversion?
• Organic search lift?
Which content types and channels support P/E/O and help reach your goals?
@jennstafford#SFAchieve
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Winning P/O/E ContentStep 2: Use data to tell you what is resonating currently or in the past; create from there
Look for:
• Trends in earned content
• Engagement vs Clicks
• Different behavior based on content call-to-action
• Create content from data
@jennstafford#SFAchieve
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Winning P/O/E ContentStep 3: Build a Fluid Monthly Ed Cal with Content Buckets & Test Regularly
Content Bucket Examples:• Aspirational• Educational• Brand/Business/Marketing• Traffic & Conversion Drivers• Engagement Drivers• Holiday
Categorize & Determine Channels
Brainstorm ways to incorporate popular themes/holidays into content that works for your business or product
Support content with paid as much as possible to increase reach/engagement@jennstafford
#SFAchieve
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Winning P/O/E ContentStep 4: Test, Test, Test!
@jennstafford#SFAchieve
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Winning P/O/E ContentStep 5: Measure, Measure, Measure
o Know how both ongoing and test content is performing
o Is paid media supporting & delivering desired results?
@jennstafford#SFAchieve
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Examples
@jennstafford#SFAchieve
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Converging Media
Over 25,000 visits, 220 pins, 900+ repins and 325+ likes from Pinterest
in 2013
Additional visits from other social channels and lots of link love for SEO
@jennstafford#SFAchieve
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Converging Media
@jennstafford#SFAchieve
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Converging Media• Look for Pinterest top categories, how can your content fit?
• Used owned content to drive earned / shared media
• Over 1000 Pinterest visits
• 400+ pins/repins@jennstafford#SFAchieve
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Earned Media• Facebook announced Newsfeed Story Bumping
o Shows content with high engagement that users missed in their newsfeed by bumping stories back to the top
o Extend life of posts and potentially increase organic engagement with Page content
Early user tests show an 8% increase in engagement with Page content
*Watch organic reach and engagement numbers over next month to see if earned engagement improves
Source: Facebook Update 8/6/13
@jennstafford#SFAchieve
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#SFAchieve
Ellen WestcottSpredfast@ellenbwestcott@Spredfast
Jennifer StaffordHomeAway@jennstafford@HomeAway
Thank You!
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#SFAchieve
Today’s Connected Enterprise How Social is Impacting the Business
#SFLeaders
Next Tuesday—August 20, 2013www.spredfast.com