Earned Media Planning
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11-Sep-2014 -
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Transcript of Earned Media Planning
Earned Media PlanningSome essentials, nuts and bolts
digital marketing strategy
&
supplying market feedback and
trends for new product
development
my job
Application of network science
Semantic Search
Multilingual Social Research
Media Analytics (Skyttle, LiveBuzz)
In a previous life…
I worked in network agencies coordinating digital marketing for
global brands
SearchDisplaySEOAffiliatesContentEmail
volume up = sales up
FOOD FASHION
GEEKSHIPSTERS
media consumption behaviours have been changing
more people are creating content
we had to reconsider our approach to media and engaging people
Stroke of genius… “…Earning Media is a not necessarily a cheap option, and is certainly more time-consuming than buying media with big networks. More importantly, Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding.
Earlier this year…
Research &Measurement
Engagement Digital Visibility
Community Management
Each area is like a box of…
You need to use tools, processes and components in order to get the final product
Research &Measurement
Engagement Digital Visibility
Community Management
Social Media Research = information to develop
strategies for community management and engagement
- Develop a monitoring and research framework
- Select an appropriate supplier and toolset
• The framework will grow as you become more proactive with social media
• Set up brand-level alerts
• Evaluate trending topics
Measurement
Google Analytics Flickr Analytics Facebook Insights Twitter Analytics Community Growth
Aggregate important numbers into a report and then monitor and benchmark them
Develop your own framework
Research &Measurement
Engagement Digital Visibility
Community management
There’s much more to it than just
responding to comments on brand
Facebook and Twitter accounts
Hardware
Company
Energy and climate change
Open Source Community
Super Users
Government
legislation
ProductInterest Groups
Where do you need to share opinions and maintain a
presence ?
You need to go searching for conversations
Seek opportunities to respond…
Efficient community management requires you to be a part of all relevant conversations wherever they may be – offline and online!
Community management is all about regular micro-interactions, but how do we really, really engage our communities and create a groundswell?
Research &Measurement
Engagement Digital Visibility
Community management
There are lots of ways to do this...
But all these approaches mean nothing if they’re not culturally relevant
Content
Co-creation
Events
Product Sampling
Forum creation
Cultural relevance is the key to engagement
Google Chrome Launch
Case Study: Edelman / Bushmills Whisky
Edelman wanted to understand the behaviour 25-43 men online in order to inform an engagement strategy
Market Sentinel agreed to research the topic “Nights Out”
Edelman was provided with an influencer map and behavioural analysis of the target audience which then went on to inform elements of the campaign’s engagement approach.
Our audience was:
- Using the web to orchestrate their social lives
- Defining their online personas by aligning themselves to brands with specific connotations
- Key interests included: Music, Comedy and Sport
We then identified groups of individuals, in each genre, to engage with
As a result, Edelman have produced the ‘Bushmills Brothers’, activity that is currently live
Bespoke content has been produced for each community with a set of ‘brothers’ for each audience which is being:
- Shared on the Bushmills Facebook page
- Used as content for exclusive partnerships with influential blogs
Research &Measurement
Engagement Digital Visibility
Community management
Increased visibility in social media = increased visibility within search results
Extra visibility creates a halo effect on awareness, traffic and interaction
It’s OK to think about keywords and tags for YouTube and Flickr
They ultimately help your ideas travel
Summary
- Create a research framework- Implement meaningful analytics and
reporting- Community management requires
time and people- Engagement campaigns have to be
culturally relevant- Apply the rudiments of SEO
Thanks for listening
Coffee and a chat?
www. marketsentinel.com Twitter: @marketsentinel
Picture Creds• http://www.flickr.com/photos/vanrooy/4490213122/sizes/z/• http://www.flickr.com/photos/havovubu/3728604649/sizes/o/• http://www.flickr.com/photos/carworld/3780566252/sizes/m/• http://www.flickr.com/photos/coaxial/3277641319/sizes/o/• http://www.flickr.com/photos/ennuiislife/4803821290/sizes/l/• http://www.flickr.com/photos/joshfassbind/4683365102/sizes/l/• http://www.flickr.com/photos/noodle/2452387779/sizes/z/• http://www.flickr.com/photos/noodle/2452389453/sizes/z/• http://www.flickr.com/photos/candiedwomanire/15899841/#• http://www.flickr.com/photos/localsurfer/249946831/sizes/l/• http://www.flickr.com/photos/candiedwomanire/15899841/sizes/l/• http://www.flickr.com/photos/neychurluvr/4875012490/sizes/l/• http://www.flickr.com/photos/e-ta-i/6148059/sizes/z/• http://www.flickr.com/photos/smiling_da_vinci/3119002/• http://www.flickr.com/photos/freeparking/2128545230/• http://www.flickr.com/photos/talhoffestival/5080717337/• http://www.flickr.com/photos/manitobamaps/2198819258/• http://www.flickr.com/photos/danielavladimirova/3693571249/sizes/o/• http://www.flickr.com/photos/stevendepolo/3747916256/• http://www.flickr.com/photos/henrik_larsson/3274345926/sizes/o/