Webinar: Why Earned Media Overpowers Social Media in Student Recruitment
-
Upload
earthbound-media-group -
Category
Education
-
view
488 -
download
2
description
Transcript of Webinar: Why Earned Media Overpowers Social Media in Student Recruitment
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 1
Why Earned Media Overpowers Social MediaIn Student Recruitment : Webinar
#EMGwebinar6.5.2012
Presented by: Damien S. Navarro
@damiennavarro
@EMGtheagency
Visitemg.com
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 2
About EMG• Adaptive marketing agency• Located in Culver City, CA• Established in 1999• Clients Include:
2
STRATEGY
Research, Planning & Analysis
EXPERIENCE
Personalization, Engagement & Entertainment
RELATIONSHIPS
Awareness, Influence & Social Marketing
PERFORMANCE
Campaigns, Testing & Intelligence
TECHNOLOGY
Development, Customization & Integration
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 3
Presenter Introduction
• Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital
• Focused on helping clients to think strategically and to maximize internal and external resources
• SME in technology innovations and marketing, and behavioral marketing trends
• Experienced industry thought leader, public speaker and author
• Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications
• Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment
3
Damien S. NavarroManaging Partner & CVO,
EMG
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 4
Welcome!
About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees
Presentation posted to EMG Knowledge Center
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 5
EMG helps organizations of all types and sizes
Education Experience Active Clients
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 6
Exploring Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 7
• How many of you currently use the term “earned media” regularly?
Quick Survey
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 8
• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?
Quick Survey
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 9
• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?
Quick Survey
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 10
• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?• Who is ready to strangle someone the next time they hear they MUST
HAVE twitter, Facebook,___________ (Fill in the blank)?
Quick Survey
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 11
• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?• Who is ready to strangle someone the next time they hear they MUST
HAVE twitter, Facebook,___________ (Fill in the blank)?
Quick Survey
The Truth:All social media IS earned media, but not all earned media is social media.
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 12
How do we plan a vacation?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 13
How do we?
Pick a Restaurant?
Fact: A 2011 study by the National Restaurant Association confirms that consumers who use social media including apps, Twitter, Facebook, Foursquare, Urban Spoon not only dine out more but are more likely to become return customers. (ReadWriteWeb)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 14
How do we?
Pick a Restaurant? Pick a Movie?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 15
How do we?
Pick a Restaurant?
Pick a Medical Provider?Pick a Movie?
My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 16
How do we?
Pick a Restaurant?
Pick a Medical Provider?Pick a Movie?
My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 17
How do we?
Pick a Restaurant?
Pick a Medical Provider?Pick a Movie?
My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 18
How do we?
Pick a Restaurant?
Pick a Medical Provider?Pick a Movie?
My Mom KatieShe wishes!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 19
How do we?
Select You?
Pick a Restaurant?
Pick a Medical Provider?Pick a Movie?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 20
How do we?
Select You?
Pick a Restaurant?
Pick a Medical Provider?Pick a Movie?
INFLU
NECE
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 21
1. 80 percent of companies use social media for recruitment. (source)
2. More than 48MM have watched the VW Darth Vader Kid ad on YouTube. (source)
3. Ford Explorer launch on Facebook was more effective than a Super Bowl ad. (source)
4. 69 percent of parents are “friends” with their children on social media. (source)
5. Groupon will reach $1 billion in sales faster than any company in history. (source)
6. 25% of search results for the world’s top 20 brands are links to UGC. (source)
7. 34% of bloggers post opinions about products and brands. (source)
8. 90 percent of consumers trust peer recommendations. (source)
2012 Most Interesting Earned Media Facts
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 22
The #RLTM Scoreboard: Social Networking Stats for the Week
•Facebook: over 845 million users via Facebook •Twitter: over 200 million users via AllTwitter •Renren: over 170 million users via iResearch iUser Tracker •Qzone: 500 million active users via China Internet Watch •Sina Weibo: over 250 million users via Forbes •LinkedIn: 135 million members via LinkedIn •Groupon: 115 million subscribers via Reuters• Google Plus: over 90 million users via Larry Page •Tumblr: 42 million blogs via Tumblr •Posterous: 3.9 million members via SF Gate •Pinterest 7.5 million monthly uniques via TechCrunch •Foursquare: 15 million users via Mashable •Instagram 15 million users via The Next Web
2012 Facts
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 23
Evaluating the role of earned media
Are you a
Influencer?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 24
Evaluating the role of earned media
Are you a
Thought Leader?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 25
Evaluating the role of earned media
Are you a
Storyteller?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 26
Evaluating the role of earned media
Are you a
Publisher?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 27
Evaluating the role of earned media
Are you a
Connector?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 28
Evaluating the role of earned media
Are you a
Problem Solver?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 29
Evaluating the role of earned media
Or are you a
Tweet’r Thrower
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 30
Evaluating the role of earned media
Or are you a
Facebook’r Builder
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 31
Evaluating the role of earned media
Or are you a
Like’r Mastermind
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 32
Evaluating the role of earned media
Or are you a
Fan’r Strategist
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 33
Evaluating the role of earned media
Or are you a
Pinterest’r Player
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 34
Evaluating the role of earned media
Let’s change the conversation and our focus away from this!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 35
The Media Eco-system
Holistic review of your brand and your competitors, agnostic of individual marketing vehicles (e.g., search, social, mobile)
Organic coverage of a brand across
channels
EARNED MEDIA
Conversation between brand & consumers as the
channel
SHARED MEDIA
Channels a brand, pays to leverage
PAID MEDIA
Channels a brand, owns and controls
OWNED MEDIA
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 36
Earned Media Broken Down
Reputation Management
What the crowd says you are!Ranking, ‘Buzz-worthiness’,
Klout, SentimentEarned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 37
Earned Media Broken Down
Reputation Management
Social Media Engagement
What the crowd says you are!Ranking, ‘Buzz-worthiness’,
Klout, Sentiment
What you say you are!Alignment, Outreach, Content, Promotions
Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 38
Earned Media Broken Down
Reputation Management
Social Media Engagement
What the crowd says you are!Ranking, ‘Buzz-worthiness’,
Klout, Sentiment
What you say you are!Alignment, Outreach, Content, Promotions
What influencers say you are!Wiki, Blog coverage,
Publishers, Newsworthiness
3rd Party Coverage
Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 39
Earned Media Broken Down
Reputation Management
Social Media Engagement
What the crowd says you are!Ranking, ‘Buzz-worthiness’,
Klout, Sentiment
What you say you are!Alignment, Outreach, Content, Promotions
What influencers say you are!Wiki, Blog coverage,
Publishers, Newsworthiness
Where you are?Actual tools, Control,
Analytics, Action, Security
3rd Party Coverage
Technology & Channels
Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 40
Earned Media Broken Down
Reputation Management
Social Media Engagement
What the crowd says you are!Ranking, ‘Buzz-worthiness’,
Klout, Sentiment
What you say you are!Alignment, Outreach, Content, Promotions
What influencers say you are!Wiki, Blog coverage,
Publishers, Newsworthiness
Where you are?Actual tools, Control,
Analytics, Action, Security
3rd Party Coverage
Technology & Channels
Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 41
Earned media helps organizations influence the big picture
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 42
Earned media helps organizations influence the big picture
How do we increase leads and online transactions in an increasingly competitive marketplace?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 43
Earned media helps organizations influence the big picture
How do we increase leads and online transactions in an increasingly competitive marketplace?
How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 44
Earned media helps organizations influence the big picture
How do we increase leads and online transactions in an increasingly competitive marketplace?
How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
How do we test, streamline, measure and optimize the conversion funnel for our target audiences?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 45
Earned media helps organizations influence the big picture
How do we increase leads and online transactions in an increasingly competitive marketplace?
How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
How do we test, streamline, measure and optimize the conversion funnel for our target audiences?
How does our media plan reflect our primary personas and market?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 46
Earned media helps organizations influence the big picture
How do we increase leads and online transactions in an increasingly competitive marketplace?
How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
How does our media plan reflect our primary personas and market?
How do we develop key performance indicators and predictive models?
How do we test, streamline, measure and optimize the conversion funnel for our target audiences?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 47
Earned media helps organizations develop a recruitment strategy
Fact: 95% of wall posts are not answered by brands (All Facebook)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 48
Earned media helps organizations evolve their brand
Fact: Johns Hopkins, Facebook’s birthplace Harvard, and Notre Dame are the top schools for social media. (Boston.com)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 49
Earned media helps organizations identify new audiences and touch points
Fact: What makes people re-tweet? 92% say it’s interesting content! 84% say humor. (WhiteFireSEO)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 50
Earned media helps organizations support a transmedia campaign
Improved Sharing
Popu
lariz
eM
obile
& T
able
t App
s
Event Promotions
Improved Organic Search
Rank-driven Content
Soci
al E
quity
Fact: Among college students and young professionals, 24% experience 3 to 5 interruptions in a given hours, while 84% get interrupted at least once while trying to complete a project. (GigaOm)
3rd P
arty
Bl
og S
ites
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 51
Earned Media helps organizations measure and optimize conversion and
transactionsFact: Auto-posting to Facebook decreases likes and comments by 70% (Inside Facebook)
Fact: Tweets last 67x longer with brands with higher klout scores (Mashable)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 52
Earned media helps organizations leverage the power of the influencers
Fact: Nearly every large charity is on Facebook but only 60% of the Fortune 500 are!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 53
Phase 1Initiator or follower
Phase 2Introduction to idea & awakening of needs
Phase 3Research and self identification
Phase 4Self Assessed + Brand Search
Phase 8Fan & LoyaltyOrDisgruntled & Disengaged
Opportunity Target Search Lead Qualif. LeadApply / Conversion
Alumni / Retention
Vulnerable and Emotional Educated and Influenced
Phase 5Deeper Research, Experience, Community
Phase 6Q & A, On-Site,Examination of sentiment & reputation
Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment
Traditionally, the flow of marketing / brand influence is from organization to student
Enroll /Yield
The Student Life Cycle Broken Down
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 54
Phase 1Initiator or follower
Phase 2Introduction to idea & awakening of needs
Phase 3Research and self identification
Phase 4Self Assessed + Brand Search
Phase 8Fan & LoyaltyOrDisgruntled & Disengaged
Opportunity Target Search Lead Qualif. LeadApply / Conversion
Alumni / Retention
Vulnerable and Emotional Educated and Influenced
Phase 5Deeper Research, Experience, Community
Phase 6Q & A, On-Site,Examination of sentiment & reputation
Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment
Traditionally, the flow of marketing / brand influence is from organization to student
Enroll /Yield
The Student Life Cycle Broken Down
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 55
Phase 1Initiator or follower
Phase 2Introduction to idea & awakening of needs
Phase 3Research and self identification
Phase 4Self Assessed + Brand Search
Phase 8Fan & LoyaltyOrDisgruntled & Disengaged
Opportunity Target Search Lead Qualif. LeadApply / Conversion
Alumni / Retention
Vulnerable and Emotional Educated and Influenced
Phase 5Deeper Research, Experience, Community
Phase 6Q & A, On-Site,Examination of sentiment & reputation
Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment
Traditionally, the flow of marketing / brand influence is from organization to student
Enroll /Yield
The Student Life Cycle Broken Down
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 56
The Student Life Cycle Broken Down
Phase 1Initiator or follower
Phase 2Introduction to idea & awakening of needs
Phase 3Research and self identification
Phase 4Self Assessed + Brand Search
Phase 8Fan & LoyaltyOrDisgruntled & Disengaged
Opportunity Target Search Lead Qualif. LeadApply / Conversion
Alumni / Retention
Vulnerable and Emotional Educated and Influenced
Phase 5Deeper Research, Experience, Community
Phase 6Q & A, On-Site,Examination of sentiment & reputation
Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment
With earned media, we aim to reverse that flow of influence in the other direction
Enroll /Yield
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 57
EMG’s Approach to Media Planning
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 58
Earned Media Strategic Insights Analysis Model
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 59
Approaching Brand Alignment
Communication
Brand Identity
Insights
Communication
Brand Identity
Insights
Does it all align?
We say, “We are committed to wellness and health”
They perceive, “You are committed to wellness and health”
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 60
Going Beyond the Demographic to Audience Profile
• Live user data and analytics• Accounts for life experience and interests• Determines likes, neutral and dislikes• Looks at unique cultural differences and preference• Explores real-world influencers and responses
RECOMMENDATION!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 61
4%
Tactic: “Day in the life” storyboards and creative mood boards
Tactic: Documentation of Target Audience Lifestyles & Experiences
Tactic: Student Lifecycle Diagram and Workflows
Profiling by ExperiencesEMG Discovery Tactics
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 62
4%
Tactic: Monitoring Where, When, Why, and How They Engage
Tactic: Identifying Earned Media Consumption
Tactic: Analyzing Key Performance Indicators and Task Completions
Profiling by Engagement Behaviors EMG Discovery Tactics
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 63
4%
Tactic: What types of content formats do they consume? Video? Featurettes? Blogs?
Tactic: What topics are they drawn to?
Tactic: What keywords and nomenclature are they using to search?
Profiling by Interests & Content ConsumptionEMG Discovery Tactics
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 64
4%
Tactic: Understanding Mobile Access & Usage
Tactic: Understanding work vs. home accessibility and touch points
Tactic: Understand access to broadband usage and touch points
Profiling by Medium & Technology UsageEMG Discovery Tactics
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 65
4%
Tactic: Crowdsourcing & Social Listening
Tactic: Identifying indirect relationships and influencers
Tactic: Assessing conversations and sentiment
Profiling by Online Social / Community BehaviorsEMG Discovery Tactics
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 66
• Explore brand misalignment first!• Benchmark and experiment• Diagnose the Funnel – pinpoint the areas of need/risk/opportunity• Reputation Intel/Measurement (or lack thereof)• Explore search (SEO/SEM) and paid and its impact (or lack there of)• Identify Rogues! Identify Partners! Encourage the early adopters!• Determine if the plan feasible? Measurable?• Identify the naysayers and devil’s advocates? Make them stakeholders
Things to think about!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 67
Thank you for your time!
Damien S. NavarroManaging Partner, [email protected]