UNDERSTANDING THE POWER OF EARNED (SOCIAL) MEDIA

Christopher S. Penn, Vice President, Marketing Technology

AGENCY INTRODUCTION

SHIFT COMMUNICATIONS

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.”

BOSTON

NEW YORK

SAN FRANCISCO

Learn more: www.shiftcomm.com

EMPLOYEE STOCK OPTION PLAN

TECH AND CONSUMER EXPERIENCE

NATIONAL PRESENCE AGENCY FACTSAWARD-WINNING

Learn  more  about  us  at  www.SHIFTcomm.com  

SHIFT CLIENT EXPERIENCE

LOTS MORE CORPORATE BOILERPLATE

IN THE BEGINNING

THE BIG FOUR

MY STRUGGLE AS A MARKETER

WHAT IS EARNED MEDIA?

DEFINING EARNED MEDIA

OWNED:  We  are  awesome!

PAID:  We  paid  this  place  to  say  we  are  awesome!

EARNED:  You  are  awesome!

THIS IS EARNED MEDIA

THIS IS EARNED MEDIA

THIS IS EARNED MEDIA

THIS IS EARNED MEDIA

CHANGE YOUR THINKING

Media  &  PR

MarkeIng

Sales

Service

Audience

Leads

Revenue

Evangelists

If  what  you  want  is... This  is  whose  job  it  is...

WHY EARNED MEDIA?

Social Proof

THE POWER OF EARNED MEDIA

LikingC

Reciprocity

ConsistencyD

Authority

Scarcity

HOW TO EARN MEDIA

EARNED/SOCIAL MEDIA STRATEGY

Strategy

Why

What are the overall business objectives and goals?

How will you measure them?

What indicators will you use to determine when something’s not

working and who makes that call?

Objectives

WHAT OBJECTIVES?

EARNED/SOCIAL MEDIA STRATEGY

Media

What

What content are you going to create or curate to gain interest?

Where will that content come from?

What schedule will you use?

Who will be responsible for content creation?

Content

RESEARCH

RESEARCH

http://amzn.to/158OhDA

RESEARCH

TRADITIONAL ACCELERATED BY SOCIAL

EARNED/SOCIAL MEDIA STRATEGY

Social

Who

Who is going to be your target audience?

What self-identified characteristics will you look for?

What networks are they on?

How will you build the network?

Network

RESEARCH

RESEARCH

WHAT ABOUT TRADITIONAL PR?

THE NEW SOCIAL PRESS OUTREACH

Social Media Strategy

Who What Why

Who is going to be your target audience?

What self-identified characteristics will you look for?

What networks are they on?

How will you build the network?

What content are you going to create or curate to gain interest?

Where will that content come from?

What schedule will you use?

Who will be responsible for content creation?

What are the overall business objectives and goals?

How will you measure them?

What indicators will you use to determine when something’s not

working and who makes that call?

Network Content Objectives

Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)

Work right to left

MEASURING SUCCESS

THERE  IS  NO  SINGLE  METRIC  OF  SUCCESS

IT’S A BASKET

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

In  our  earned  media  strategy,  we  examine  7  categories  of  metrics  that  PR  has  a  dis9nct  impact  on.  To  learn  more  about  these,  we  invite  you  to  read  our  blog  post  series  on  it  here:  hAp://www.shiCcomm.com/2013/03/7-­‐ways-­‐to-­‐measure-­‐pr-­‐introduc9on/  

SUCCESS METRICS: SEARCH

SUCCESS METRICS: EXPOSURE

SUCCESS METRICS: SOCIAL

SUCCESS METRICS: SURVEYING

SUCCESS METRICS: MARKETING

SUCCESS METRICS: REVENUE

DO THEY MOVE TOGETHER?

TAKEAWAYS

TAKEAWAYS

1.  Rethink  how  you  measure  methods  by  audience,  leads,  customers,  and  evangelists.

2.  Middle  and  bo<om  of  the  funnel  are  irrelevant  if  the  top  is  empty.

3.  Earned  media  isn’t  just  tradiConal  PR  -­‐  it’s  anywhere  people  can  talk  about  how  awesome  you  are  (or  aren’t!)

4.  Approach  social  media  strategy  as  why,  what,  who,  rather  than  the  reverse.

5.  Measure  with  more  than  one  kind  of  metric  to  see  the  big  picture.

SOCIAL FRESH EAST OFFER

hAp://bit.ly/socialfresheastcoffee

On  April  Fool’s  Day,  we  joked  about  opening  a  coffee  shop  with  our  own  blends  of  hand-­‐roasted  coffee.  Some  people  took  it  seriously,  so  we  actually  made  one  of  them,  the  CreaIve  Cup.  Want  some?  Here’s  how  to  get  it.

Q&A

one  last  thing...