my bu new media fall 2015 class slides - 2nd half

CM443 B1 Fall 2015 (Part 2)

New Media and Public Relations

Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.

CONTENT MARKETING 101CM443 B1 Fall 2015 – Week 7

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 Hot

Source: ExactTarget, Jeff Bullas

• 98% of marketers surveyed plan to increase or maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets.

• The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).

• $135 billion will be spent on new digital marketing collateral (content) in 2014.

Content Marketing is Hot

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 Marketing

A 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 mediaProgram. This “inbound” model doesNot work as effectively nowAs it used to.Why?

http://www.flickr.com/photos/jameskm03/5990507429/

The Content Marketing Mix

But is Content MarketingWorking 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??)

Reminder: What is a Conversion?

• 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– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

A Day in the Life of a Content Marketer

• 6am: Check Twitter• 6:15am: Check Twitter again. Anything new?• 6:30am: Check Twitter. Did someone just tweet at me?• 6:45am: Check Twitter yet again. Why hasn’t anybody

tweeted me?• 7:00am: Drive to work. How am I supposed to check

Twitter?• 7:30am: This Twitter withdrawal is going to kill me!• 8:00am: Finally, I can check Twitter again.• … etc., ad infinitum

My Secret Sauce1. I subscribe to my favorite blogs via

– Feedly (for reading on my mobile phone)– Email subscriptions

2. I aggregate my favorite blog content into a single email using Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a day with headlines and links

3. If I find an article I want to curate and share, I use two browser plugins…

Buffer

Hootsuite

A Real Day in the Life of a Content Marketer

• 6am: Check Twitter• 6:15am: Check email quickly• 6:30am: Get ready for work• 7:00am: Head into office• 8:00am: Read my digests and blogs and curate• 8:30am: Get on with the real work…

(Oh yeah, and check Twitter)

The Four Cs• The Four Cs

– Content creation (inform)– Community building– Conversation engagement– Conversion (changing behavior)C

(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

The Best Content Advice I Have

The Blogging TenetsSuccinctTransparentResponsiveAcceptingInsightfulGenuineHumorousTimely

Secrets Chapter 5

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

• At the peak of the era of mass communication, an elite few controlled the news and content agenda in print, radio and television

– e.g., The Boston Globe’s editorial staff• As digital media evolved the capacity to support

multiple channels, segmentation began– At first, left- vs right-leaning media– Then much more fragmentation

• Today, with so many channels across so many media, content consumption choices are much more difficult

Evolution of Content Consumption

Information Overload• Definition: When the volume of potentially useful and relevant information available exceeds

processing capacity and becomes a hindrance rather than a help• 90% of all the data in the world has been generated over the last two years• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million

gigabytes)• The average American consumes 34 gigabytes / 12 hours of information per day – outside of

work• “Between the dawn of civilization through 2003 about 5 exabytes of information was created.

Now, that much information created every 2 days” (Eric Schmidt – former Google CEO)• In the US, people who text send or receive an average of 35 texts per day• 28% of office workers time is spent dealing with emails• The typical Internet user is exposed to 1,707 banner ads per month• The human brain has a theoretical memory storage capacity of 2.5 petabytes • The maximum number of pieces of information a human brain can handle concurrently is 7

(Miller’s Law)• Information (over)load is linked to greater stress, and poorer health• Overuse of social media can lead to short-term memory loss

http://digitalintelligencetoday.com/fast-facts-information-overload-2013/

The Rise of Filters“It’s not information overload. It’s filter

failure.” - Professor Clay Shirky

Breaking Through the Filters

• We’ll talk more about the science of influence later, but for now, recognize that one of your biggest challenges as a marketer is breaking through the background noise levels of online media

Breaking Through the Filters

http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerankhttp://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

The Risk of EdgeRankSocial media practitioners fall victim to three key ailments. This is the third of them…

• If you or your company put news gathering completely in the hands of your social graph and algorithms, you’re likely suffering from…

FISHBOWL SYNDROME

The Risk of EdgeRankFishbowl Syndrome is dangerous for individuals and companies!

• Eli Pariser describes the risks perfectly in his TED talk, website and book on “The Filter Bubble.”

• Jonathan Stray found five ways to break out of your filter bubbles.

http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/

http://www.thefilterbubble.com/

Podcasting Tips1. You already have the equipment

– You can start with free software and built-in hardware, then work your way up

2. Export your audio from videos– Whenever possible, capture content in video, then work

backward3. Listen before you record

– Not just to your own test recording, but other real podcasts and radio programs

4. Keep length in mind– Under your community’s average commute time

Content Rules Chapter 17

Podcasting Tips (Part 2)5. Publishing is easy-ish

– Pick up a copy of Podcasting For Dummies to tackle all the issues6. Submit to iTunes

– Plenty of other places too, but start here7. Plan before hitting “Record”

– Write out your intros and outros and have an outline of topics at least

8. Use music wisely– NOT from your CD collection, but music you have rights to use

9. Editing is your friend– And you’ll hate it, but you need to do it

Video Rules1. Audio quality is significantly more important than

video quality – use an external mic2. Get a copy of Get Seen by Steve Garfield3. Viral video “rules” get broken all the time, but in

general:– Shorter is better– Don’t bury the lead (the call to action)

4. Video isn’t searchable yet (nor is audio), so be very descriptive in title, description and tags

5. Include a dragon – a problem you’re trying to solve

Question: Monetization• #presentandfuturebusinessmodelsformonetizingthenewspaperindustry• What do you charge for and what do you offer for free?• Does free content cheapen you? Can it cost you business?

Gating: Costs and Benefits

• Kinds of gates– Paygates– Likegates– Infogates

• Does gating keep people out? Of course!• But does it keep out the wrong kinds, or the

right kinds?• A/B testing is one great technique to find out

Top Content Marketing Goals

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

Most Effective Tactics/Formats

Top Content Marketing Platforms, Tactics & Influencers

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

6 Keys to Sharable Content

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

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.

Todd’s Building Blocks of a Content Marketing Strategy

1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better or

Critical

The Eight Elements of News

1. Immediacy2. Proximity3. Prominence4. Oddity5. Conflict6. Suspense7. Emotion8. Consequence

Creating a Customer Profile

• Give them a name, e.g., “Sally Spender” • If necessary, include

– The User– The Decision Maker– The Influencer– The Buyer

• There may be more than one• Include both

– Demographics– Psychographics– Socialgraphics

http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/

Know Thy CompetitionYour competitors include:• Organizations offering the same product or service now.• Organizations offering similar products or services now.• Organizations that could offer the same or similar products or services in

the future.• Organizations that could remove the need for a product or service.

The Four Stages of Competitive Intelligence:1. Collect the information2. Convert the information into intelligence

a) Collate and catalog itb) Integrate it with other informationc) Analyze and interpret it

3. Communicate the intelligence4. Counter adverse competitor actions you identify

http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm

Know Thy Industry and Its Influencers

• What are the key trends and topics being written about?

• Who’s writing about them?• What are the related keywords and key

phrases?• What’s not hot and should be avoided?

Find Your Voice• Opinions are more interesting, and more valuable

in a Twitter world, than facts• Becoming a trusted source is a very valuable

position• Remember that PR is storytelling, and…• Social media is the ultimate cocktail party, and…• The hit of the party is often the best storyteller,

and…• Stories require characters, but…• Characters have flaws, so…• Don’t be afraid to show your own, and others’,

flaws – chances are they’re going to be found anyway

http://www.entrepreneur.com/article/222779#

Before You Create or Engage

1. Have a social media policy in place2. Have a social media response protocol 3. Build a repertoire of pre-approved messages4. Have a monitoring tool in place

http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

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 momenthttp://www.flickr.com/photos/24467251@N02/6658779959/

Rule #1There’s no such thing as a

Twitter or a Facebook strategy!

Rule #2Just because you can measure

it doesn’t mean you should!

Rule #3 Social media marketing is

content marketing!

Rule #4Content marketing is inbound

marketing

Rule #5If you build it, they might

come, but there’s no guarantee!

Rule #6The two secrets to being seen

are sociability and searchability!

COMMUNITY MANAGEMENT

CM443 B1 Fall 2015 – Week 9

Why Create a Community?

• Networked structures speed information transfer

• Shared ownership and commitment speed adoption

4 Types of Community Members

• Commenters• Passives• Trolls• Passionates 4

Social Media ≠ Community

http://www.slideshare.net/rhappe/community-management-fundamentals

What is Community Management?

The Discipline of Ensuring Productive Communities Th

Community Management Rules1. Remember that community is not the platform, it’s the people2. Set up clear guidelines for participation, and put them in writing3. Understand the implications of exerting editorial control over

user-generated content4. Don’t sell!5. Disclose your identity6. Be yourself, but don’t be all about you or the product7. Be friendly and helpful, but firm8. Ask questions and show that you’re listening9. Show that you’re learning; that they’re making a difference10. Feed the stars but starve the trolls11. Keep calm and carry on12. Admit mistakes and apologize

http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/rhappe/community-management-fundamentals

The Community Maturity Model

BUILDING YOUR PROGRAM: DISCOVERING, PRIORITIZING AND LISTENING

CM443 B1 Spring 2015 – Week 9

Influencing the Influencers

1. Finding the Influencers2. Prioritizing the

Influencers3. Influencing the

Influencers

Discovery Tools and Tips: Paid• Salesforce Marketing Cloud (Formerly Radian6)• Lithium• Sysomos (Owned by Marketwired)• Brandwatch• Crimson Hexagon• SDL SM2 (Formerly Alterian SM2)• Synthesio• Social Radar• Buzzstream• eCairn• Traackr

Search & Influencer Research Tools• By topic on Twitter: https://followerwonk.com/bio• By topic or location on Twitter: http://www.twellow.com/• By influence: http://klout.com/ • On Google+: http://socialstatistics.com/• On blogs: http://technorati.com/• On blogs via Google: http://www.google.com/blogsearch?hl=en • Online: http://addictomatic.com/• By topic on blogs: http://alltop.com/• By retweets and mentions on Twitter: http://mentionmapp.com/ • By topic online: http://socialmention.com/ • Via Google News: https://news.google.com/nwshp?hl=en&tab=wn• In scholarly articles: http://scholar.google.com/schhp?hl=en • Via top trending topics: http://www.google.com/trends/

Discovery Tools and Tips: Twitter• Twellow• WeFollow• Klout• Twitter Search• Twitalyzer• TweetLevel (Owned by Edelman)• Mentionmapp• Tweetreach

Discovery Tools and Tips: Blogs• Alltop• Blogpulse• IceRocket• Touchgraph• Technorati• Google Blog Search

Discovery Tools and Tips: Other• Boardreader• Facebook Search• MailChimp Social Pro• Rapportive (Gmail)• YourOpenBook

Search

The Listening Dashboard• Google Reader Substitutes

– Prismatic– Feedly

• Google Alerts• Search.twitter.com

Listening & Engagement Tools• HootSuite• TweetDeck• CoTweet• Jive• Collective Intellect• Lithium• Sysomos• Attensity360• Alterian SM2• Crimson Hexagon• Spiral16

• Spredfast• CustomScoop• Meltwater Buzz• SocialToo• Topsy• Trackur• UberVU• ViralHeat• Webtrends• Google Reader• Sprinklr

From Monitoring to Action

• Establish a conversational workflow– A decision tree outlining how

conversations are treated and routed across the organization

– e.g., if the topic is this, then this person should respond; if the topic is that, then there’s no need to respond

Prioritizing Your Influencers

• Influencer Maps• Influencer

Tiering

http://mentionmapp.com/#user-vanhoosear

Influence Measurement Tools

• Klout• Kred• mBlast• PeekAnalytics• PeerIndex• Traackr• TweetLevel

• Reach (how many people does this particular influencer influence compared to other influencers)

• Relevance (how closely aligned are the topics that this influencer writes/talks about compared to your organization’s topics)

• Reputation (what is the common opinion that people have about a particular influencer compared to other influencers)

• Receptivity (how approachable is this particular influencer, and how likely are they to be influenced by you – shoot too high and they may not be receptive. Too low and they won't have enough followers to make it worth the effort)

The Four Rs of Influence

The Influence Formula

Calculate an influence score between 0 and 1000 for each by assigning a numeric value to each R in the following way, and multiplying these values together:

• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow reach• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch• Reputation: 0-10, w/ 10 being a household name and 0 a relative unknown• Receptivity: A percentage likelihood of action, represented decimally, from

.0 (0%) to 1 (100%)

The resulting output of this formula is a score between 0 and 1000

I = r1 x r2 x r3 x r4

Influencing• The Cocktail Party Model (D.M. Scott)• Don’t pitch them right away• Paul Gillin’s Advice: Court Them

– Make initial contact meaningful– Ask for advice– Take conversation offline– Treat bloggers like media

• “Listeners make the best conversationalists” - Solis

The Six Forms of Power1. Coercive – The “Stick”2. Referent – The “Name Drop”3. Reward – The “Carrot”4. Authority – The “Title”5. Expertise – The “Smarts”6. Leadership – Inner Power + Charisma

+ Interpersonal SkillsThe Influencing Formula by Elizabeth Larson & Richard Larson

Influence Tactics1. Rational Persuasion (Appeal to Thoughts)2. Inspirational Appeal (Appeal to Feelings)3. Personal Appeal (Appeal to Relationships)4. Consultation (Question)5. Ingratiation6. Coalitions7. Relentless Pressure8. Reciprocity & Exchange

The Influencing Formula by Elizabeth Larson & Richard Larson

How Influence & Power Interact

The Five Currencies of Influence

The Art of the Pitch• “The biggest problem in PR is that people don’t read

enough.” – Former Journalist Ed Zitron

1. Has the reporter/outlet already written about topic?2. Will it be interesting to their readers? How?3. What do they love writing about? What interests

them as a human being and a reporter/blogger/editor?

Top Pitch Mistakes• Wrong person/beat/name/outlet (read

before you pitch)• Buried lead (start with the ask/news, then

back it up)• Sounds like a marketing script (write like

you speak)• No links or contact info (make it easy for

them to get more info)

Social Media’s Impact on Pitching

1. Makes it easier to reach some folks, but…

2. It’s created a lot more noise!3. It’s made everything public4. It’s shortened our attention span

http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/http://gawker.com/5949099/pr-dummies-how-not-to-pitch

http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/

PR=Stories=Content=Search

• Public relations is, at its essence, a combination of the art of storytelling and the science of influence

• Storytelling is structured content• Good PR (and thus good content creation)

combines proactive outbound efforts with smart passive inbound marketing techniques

• Inbound marketing is driven by two factors:1. Search2. Social sharing

Homework #5• Lindsay Tia needs media coverage• Use the messaging you developed in Homework

#4 and your newfound digital discovery, prioritization and pitch skills to identify:– Your dream article (what’s the headline, the outlet and

the author)– Your top 5 influencers (including the dream article)– The pitch you send these influencers (including the

channel you’ll use)– A response/contingency plan (a decision tree)

Group Exercises• Form 5 groups of five people or less,

with ideally:– At least one (online) laptop per group please

• Laptop owners are the researchers– Appoint

• One group leader• One notetaker• One presenter

Group Exercise #1• Pick a Fortune 100 “Best Company to

Work For”– http://cnnmon.ie/2013fast100– Let me know which company you pick

• Conduct a Social Media Audit for that company…

Social Media Audit• Team member #1: Web site analysis

– Social media presence on home page– Social media press room– News coverage (blogs vs “traditional”)

• Team member #2: Twitter analysis– Follower/following– Engagement mix– Klout Score and top Twitter influencers/influences

• Team member #3: Facebook analysis– Profile, Group or Page– Engagement levels

• Team member #4: Blog analysis– Content and engagement levels

• Team member #5: Other social media

Group Exercise #2• Using the same group, and the same

Fortune 100 “Best Company to Work For”…– http://cnnmon.ie/2013fast100

• Find the top 5 influencers for that company and share who you chose them

SEARCH MARKETING: ORGANICCM443 B1 Fall 2015 – Week 10

The Last Ultimate Press Release

• Here’s the first press release ever written:

• It appeared verbatim in The New York Times

• Probably the last time that happened…

• Since then, things have gone downhill…

PR’s Catch-22• The press release’s goal – and PR’s goal – is essentially to

put words in reporters’ mouths• Reporters know this, and want to exercise their

independence• Meanwhile, outlets that automatically pick up press release

content are popping up like mad• This actually reduces the value of verbatim copy –

because it’s seen as inherently biased by everyone• PR’s goal needs to evolve: to make journalists’, editors’ and

bloggers’ lives easier by giving them the seeds of good stories

What is SEO?The Goal of SEO is to push your content to the top of

SearchEngineResultsPages

“Above the Fold” in the Old Days

http://www.flickr.com/photos/globochem/2321238318/

“Above the Fold” Today

Paid Placement

Unpaid (Organic) Placement

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 SEO1. 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 product, buy a service or tell others about the site?

9 Steps to SEO Success1. Market research2. Keyword research3. On-page optimization4. Site structure5. Link building6. Brand building7. Viral marketing8. Adjusting9. 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 for2. What your site is keyword optimized for3. What your competitors’ sites are keyword optimized for4. What people are searching for

Four great keyword tools:5. http://seokeywordanalysis.com/ 6. http://www.googlerankings.com/ultimate_seo_tool.php 7. http://tools.seobook.com/general/keyword-density/ 8. 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

4http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

SEARCH MARKETING: PAIDCM443 B1 Fall 2015 – Week 10-11

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 account2. Pick your audience3. Choose your keywords that trigger the ad4. Identify your call to action5. Build your landing page6. Build your ad7. Test your ad8. Deploy your ad9. 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

DIGITAL MARKETING CONVERGENCE

CM443 B1 Fall 2015 – Closing Lectures

Digital Marketing: Then vs Now

THEN:• Analog-centric• Digital marketing was

a subset of marketing• Print, outdoor &

broadcast accounted for vast majority of budget, strategic emphasis

• Online was an add-on

NOW: Digital-first Digital marketing IS

marketing Digital spend catching up

with analog

What is Digital Marketing Today?• “In simplistic terms, digital marketing is the promotion of products

or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.” – SAS Institute

• “In its short history, digital has evolved rapidly as a push-pull marketing channel, with marketers and consumers alike embracing a wide range of touch points such as social media to engage with one another. Within the past few years, digital has shed its reputation as the nascent weak sister to offline marketing.” – GigaOM

Two Perspectives, Same Dream• The brand: Wants a unified view of the

customer (“social customer relationship management”)

• The customer: Wants a unified experience of the brand (“social business”)

http://www.flickr.com/photos/huzicha/3292538266/

Channel Madness

Push v Pull

Which Programs Are Getting the Biggest Budgets (2014 Data)

Where Digital Marketing is Heading

The Evolution of Marketing Technology: 1970-Tomorrow

• Take your customer database and digitize it: telesales• Then port it to the personal computer: contact

management software• Then add collaboration, lead scoring and reporting:

sales force automation• Then port it to the web and add lifecycle

management: customer relationship management• Then add SEO and some automation scripts:

marketing automation• Then add omnichannel support and mix in some

consumer empowerment: digital marketing hubhttp://www.crmswitch.com/crm-industry/crm-industry-history/

What is a Marketing Hub?

“A digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.

“It typically includes a bundle of native marketing applications and capabilities, but it is extensible through published services with which certified partners can integrate.

The Gartner Marketing Hub Magic Quadrant (December 2014)

Gartner’s Four Crucial Aspects of Digital Marketing: The Four Es

1. Have a single view of the customer — Know who you’re interacting with, no matter which channel or identity they’re using.

2. Use the same content engine — Get everyone involved – from content ideation, through to creation, curation and engagement – using the same platform.

3. Address all channels — Most of your customers are using multiple channels to interact with you. Have a plan for each, even if you’re focusing on just a few.

4. Don’t stovepipe your measurement — Have a consistent, overarching set of program objectives that transcend the platform. Don’t get trapped into platform-specific measurement.

Gartner, December, 2014

Engagement

Execution

Extensibility

Evaluation

Visualizing the Digital Marketing Hub

Email Marketing System

Facebook

Twitter

Other Social Channels

Web / Mobile / Tablet

HootsuiteTweetdeck

Google AnalyticsLink Shorteners

Visualizing the Digital Marketing Hub

Knowledge

Interest

Intent

Action

Awareness

YourMarketing Hub

Your Sales & Marketing Process

Your Channels

Transitioning to a Digital Marketing Hub, or, Don’t Panic!

There is a Convergence Happening in Marketing

Image courtesy IDG

The 8 Keys to Digital Marketing Success

1. Content Creation, Curation & Management2. Social Media Monitoring & Engagement3. Advertising4. Search Marketing5. Lead Generation Mentality6. Reporting, Analytics & Measurement7. Automation Technology8. Targeting & Testing

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.

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

POE vs PESO• Which makes more sense?

Felix Salmon on The Native Matrix

http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/

SOCIAL MEDIA CRISIS + VIRAL VIDEOS

CM443 B1 Fall 2013 – Week 13

Social Media Crisis Rules, Part 1At the start:

1. Acknowledge and investigate the issue2. Apologize for how the issue is impacting your

community, even if you’re still investigating3. Act on what you learn from the investigation,

and communicate your actions• Share what you learned from the investigation• Share how you intend to keep it from happening again• Keep the trust

http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

Social Media Crisis Rules, Part 2As it starts to brew:

1. Amplify your key messages wherever you have a social media presence

2. Advocates – use your partners, allies, employees and even happy customers to help spread the word on how you’re responding to the crisis

3. Adhere to your corporate values, and understand your limitations

http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

Social Media Crisis Rules, Part 3As it continues to percolate:

1. Analyze what’s being said about you online2. Answer your critics and fans alike3. Aggregate all the stories – positive and maybe

even negative – about the crisis, along with your prominently-displayed own analysis and response.

• You must counter inaccurate information!• The risk of adding to their story’s Google juice is

offset by getting your own response on the recordhttp://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

The Six Secrets of Viral Marketing

1. No such thing as an accident

2. All about the seed #3. Great content means

nothing if it’s hard to share

4. Go big when identifying and reaching out for influencers, or go home.

5. Like comedy, it’s all about… timing…

6. Hey! Grab their attention!

http://allfacebook.com/9-secrets-to-successful-facebook-viral-marketing_b50545

A Social Business Behavioral Framework

http://www.slideshare.net/sncr/social-business-trends-28091051

Final Takeaway• PR is at the cusp of enormous change• PR should have a seat at the management table• PR can play an important role in creating social

businesses, and this is the most likely way to that table

• Learn email marketing and marketing automation tools!

• Good luck out there!

If You Go the Agency Route…

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