bitb -- we the media

We the media.Michael Barber

Back in the Black: April 28 – 29, 2011

Photo by vonSchnauzer on flickr

78% of people trust recommendations of other

consumers.

While only 14% of people trust advertisements

Nielsen “Truth in Advertising” Research

90% of people who can skip TV

ads, do.

84% of TV ad campaigns don’t generate a positive ROI

But(t), there is hope.

Photo by Mat Honan on flickr

1,330 years

Per day spent on Facebook

1,966,514,819 people are connected online

10 years ago = 360,985,492

↑444.8%

4 billion The number of images on Flickr.

The #2 Search Engine

WHAT IS EARNED MEDIA?

Paid, Earned & Owned Media

Paid

Internet Advertising

Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

Earned

Social Media (Pages & Feeds)

Word of Mouth

User forums

Ratings & reviews

News, PR

Blogger or Influential relationships

Owned

Brand and Product Websites

Mobile brand & product websites

Proprietary mobile applications

Customer Care Services

Proprietary Digital Content

Paid v Earned Media

http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/

Typical National TV Ad Campaign

Typical Earned Media Campaign

Story Time

“We estimate on YouTube there are about

146 million views of content related to Coca-

Cola. However, only 26 million views were of

content we created. The other 120 million

views were of content created by others.”Joe Tripodi, EVP & CMO Coca-Cola Company, April 27, 2011

Monkey Email

Desperados Beer

Men with Cramps

The Greatest Movie Ever Sold

Nasty Gal

USA Energy Guide

CLIENT CONVERSATIONS

Earned Media Requires

Risk, Transparency

&….

Earned Media Requires

The understanding that your consumers

own the brand.

Client Conversations

• Show them the stats

• Tell them the stories

• Help them craft their story

• Show them how it can move the needle

THE PLANNING PROCESSEarned Media

Step 1 – Goals/ROI/KPIs

Brand awareness/repair

Customer acquisition & lead generation

Retention

Customer service

Step 2 – Listen

Step 3 – Develop your story.

Step 4 – Develop the plan

Design Content Seed Engagement

Conversion

Design

Content

Good, relevant content rules

the web.

“Liquid & Linked” Content

Liquid = compelling, authentic, and culturally relevant

Linked = supports overall marketing and business strategy

Seeding

• Blogger relationships• Online influentials• Across all social networks & optimized• User forums• News, PR, announcements

Engagement

• Earned media is social media. Social media = social.

• Engage with people as often as you can

• Be authentic

Conversion

Leads

Awareness

Cost reduction

Sales

Step 5 – Monitor & report

• Are we moving the needle?– Monitor the conversation– Connect sales to the earned media funnel– Adjust as needed

Q&A

MICHAEL BARBER@michaeljbarberhttp://michaeljbarber.comhttp://www.linkedin.com/in/michaeljamesbarberme@michaeljbarber.com (520) 591-1658

• Listening tools:– http://www.convinceandconvert.com/social-media-monitoring/social-media-monitoring-tools-

how-to-pick-the-right-one/

– http://www.marketingprofs.com/articles/2009/2915/13-essential-social-media-listening-tools– http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-fi

nd-your-brand%E2%80%99s-social-mentions/