Achievement Series: Aligning Paid, Owned, and Earned Media for Social Success
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Transcript of Achievement Series: Aligning Paid, Owned, and Earned Media for Social Success
Aligning Paid, Owned, and Earned Media for Social SuccessSpredfast Achievement Series
#SFAchieve
#SFAchieve
Ellen WestcottSocial Media Specialist Spredfast@ellenbwestcott@Spredfast
Jennifer StaffordSocial Media ManagerHomeAway@jennstafford@HomeAway
Today’s Presenters
#SFAchieve
Social content exists to tell your brand story
Source: The Brandsphere Infographic, Brian Solis
@ellenbwestcott
#SFAchieve
@ellenbwestcott
#SFAchieve
Expect more, pay less.
@ellenbwestcott
#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
#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
#SFAchieve
Paid, earned, owned converge
Owned
Paid
Earned
@ellenbwestcott
#SFAchieve
Paid > earned > owned
Owned + Paid
Earned +
Owned
@ellenbwestcott
#SFAchieve
Kate Spade Saturday
@ellenbwestcott
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Jive: Six Secrets
@ellenbwestcott
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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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Why content is kingBrand awareness
Lead generation
Increased customer loyalty
Establish expertise
@ellenbwestcott
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
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
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
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
Winning P/O/E ContentStep 4: Test, Test, Test!
@jennstafford#SFAchieve
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
Examples
@jennstafford#SFAchieve
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
Converging Media
@jennstafford#SFAchieve
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
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
#SFAchieve
Ellen WestcottSpredfast@ellenbwestcott@Spredfast
Jennifer StaffordHomeAway@jennstafford@HomeAway
Thank You!
#SFAchieve
Today’s Connected Enterprise How Social is Impacting the Business
#SFLeaders
Next Tuesday—August 20, 2013www.spredfast.com