earned media with todd defren of shift communications
TRANSCRIPT
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Earn Success!with Todd Defren
Vocus Webinar
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Earned Media PromotionM a y2 0 1 3
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SHIFT COMMUNICATIONS
BOSTON
NEW YORK
SAN FRANCISCO
100+ PROFESSIONALS
EMPLOYEE STOCK OPTION PLAN
TECH AND CONSUMER EXPERIENCE
BI-COASTAL PRESENCEAGENCY FACTS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B
MARKETERS
SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATURE HEAVILY
IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA OF BRAND
COMMUNICATIONS THAT TRANSCENDS MARKETING.”
AWARD-WINNING
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C L I E N T E X P E R I E N C E
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EARNED MEDIA
• In today’s communications landscape, Paid (advertising), Earned (PR) and Owned (branded) Media are converging like never before.
• Of these media types, which is the most valuable? • Not "the most expensive." The most valuable.
• If what you value most as a brand is the trust of humans (which in turn leads to increased sales), then the answer is obvious:
• Earned Media is the most effective influencer of consumer trust.
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How Do We Define Earned Media?
• Earned Media is simply:
• “What other people say about us”
• In print and online mainstream media… In blogs… On Twitter, Facebook, etc.
• 3rd party, unbiased, “credentialed” or “amateur”– The distinction between “professional” media and
consumers and/or bloggers is primarily about audience size – not about whether the content is “earned media”
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EARNED MEDIA
Edelman Trust Barometer research, 2012
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EARNED MEDIA – MOST TRUSTED
Edelman Trust Barometer research, 2012
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EA R N E D M E D I A P RO M OT I O N ST R AT EGY
• A s P a i d , O w n e d & E a r n e d M e d i a c o n v e r g e , t h e t h i r d - p a r t y p r a i s e o f
m a i n s t r e a m m e d i a , b l o g g e r s a n d c o n s u m e r s g r o w m o r e i m p o r t a n t
t h a n e v e r.
• To d a y w e c a n u s e t h i s E a r n e d M e d i a a s a h u b f o r P a i d & B r a n d e d
m a r k e t i n g e f f o r t s , e x t e n d i n g t h e l i f e c y c l e o f t h e c o m p a n y ’ s m o s t
t r u s t e d c o n t e n t .
RESEARCH
CREATIVE
CONTENT EARNED MEDIA ANALYTICS
MESSAGING
OWNED MEDIA
PAID MEDIA
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Example #1
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Re s e a rc h L e a d s to C o nte nt
InfluencerRESEARCH
ContentCREATIVE
Note: this is not a current or planned campaign
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C o nte nt L e a d s to Ea r n e d M e d i a
Facebook UpdateEARNED MEDIABlog Post
EARNED MEDIA
Note: this is not a current or planned campaign
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Ea r n e d M e d i a a s a H u b
SyndicationPAID
MEDIA Promoted TweetPAID
MEDIA
Google+ ContentOWNED
MEDIASponsored StoryPAID
MEDIA
Note: this is not a current or planned campaign
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Example #2
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BRAND
CATEGORY PRODUCT
AUDIENCE
WHO GETS THE
TV?
Note: this is not a current or planned campaign
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RESEARCH SURVEY:If the Superbowl and the Oscars were on the same night, who would get the
(BRAND) TV? Men or Women?
WHO GETS THE
TV?
Note: this is not a current or planned campaign
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WHO GETS THE
TV?
EARNED MEDIA:Turn survey results into infographic and pitch to
Huffington Post
Note: this is not a current or planned campaign
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WHO GETS THE
TV?
PAID MEDIA:Use syndication and social
advertising to drive views to earned media
Note: this is not a current or planned campaign
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WHO GETS THE
TV?
OWNED MEDIA:Post infographic on social
channels and run a FB poll continuing the
conversation
Note: this is not a current or planned campaign
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RESEARCH SURVEY:If the Superbowl and the Oscars were on the same night, who would get the
(BRAND) TV? Men or Women?
OWNED MEDIA:Post infographic on social channels and
run a FB poll continuing the conversation
EARNED MEDIA:Turn survey results into infographic and pitch to
Huffington Post
PAID MEDIA:Use syndication and social
advertising to drive views to earned media
WHO GETSTHE TV?
Note: this is not a current or planned campaign
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Tactical Ideas to Get Ya Goin ’
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• Paid Promotion– Sponsored Stories leading
back to Earned Media (MSM, Blogs)
– Promoted Tweets featuring kudos from influencers & consumers, or, linked to coverage
– Content Syndication to feature MSM content on premium news/lifestyle sites
– SEM campaigns linked to coverage
• Owned Media– Tout Earned Media on
Facebook Page – but try to engage on the content vs. simply broadcasting
– You can tweet it more than once; be judicious & human; A/B test tweets
– Consider email campaign featuring Earned Media kudos to your opt-in list; validate customers’ choice
– Social Media Newsroom to facilitate social sharing
Ta c t i c a l O p t i o n s to C o n s i d e r
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Oh, We Need to MEASURE?
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ANALYTICS OVERVIEW
Rankings of
key phrases
Inbound links
SEARCH
Media
placements
Mentions and
impressions
EXPOSURE
Pre and post
Campaign
awareness
data
Purchase
intent data
SURVEYING
Conversation
Audience
Sharing
SOCIAL
Audience
Conversions
Database
entries
Email list size
and growth
MARKETING
Advertising
metrics
PAID
Revenue
Transaction
Volume
SALES
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THE IMPACT: SOCIAL MEDIA
0
10
20
30
40
50
60
TW-7DMA
LI-7DMA
G+-7DMA
FB-7DMA
Before SHIFT After SHIFT
Shortly after engagement, SHIFT’s efforts drove marked increases in traffic from social media channels
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0
20
40
60
80
100
120
140
160
180
200
Search-7DMA
THE IMPACT: SEARCH TRAFFIC
Before SHIFT After SHIFT
Shortly after engagement, SHIFT’s efforts demonstrated a marked increase in website traffic via search
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Thank You!To d d S . D e f r e n
@ T D e f r e n –Tw i t t e r
t d e f r e n @ s h i f t c o m m . c o m – e m a i l
w w w. s h i f t c o m m . c o m – w e b
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The Vocus family
About VocusVocus is a leading provider of cloud marketing software that helps
businesses reach and influence buyers across social networks, online and
through media. Vocus provides an integrated suite that combines social
marketing, search marketing, email marketing and publicity into a
comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations
worldwide and is available in seven languages. Vocus is based in
Beltsville, MD with offices in North America, Europe and Asia. For further
information, please visit http://www.vocus.com or call (800) 345-5572.
PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing
@Vocus @PRWeb @Helpareporter @NorthSocial @iContact
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