why editors should be in charge of social media advertising

Paid as an editorial tool

IAB Amplify the Love

Antony Mayfield19th February 2014

@amayfieldbrilliantnoise.com

Or why editors should be in charge of advertising...

Or why editors should be in charge of social mediaadvertising...

The Problem

Small budgetsLow priority

Paid is another tool in the box.

Source Create Publish Amplify

RSS

Social listening

Bookmarking e.g. Diigo

Yammer

Wiki

Internet

Word/Pages

Spredfast

Editorially

Gather Content

Scrivener

ZenWriter

CMS

Blog

3rd party sites

Social networks

Social networks

Email

RSS

Paid content promotion e.g. PPC, OutBrain, Zemanta

Mind your Language

LegacyLanguageBusiness modelsPerspectives

Earned MediaPaid distribution

All about the Customer?

Customers, not media, are at the centre of a brand’s world.

Advertising isan unwelcome caller...

Model first published Harvard Business Review

Customer Decision Journey

Bond

Advocate

Enjoy

Buy

Evaluate

Mckinsey & Co’s Consumer Decision Journey Model

Consider

image (cc) Lorem Ipsum

“134,000 consumers in 23 countries were asked what they thought of 700 brands. A majority of those taking part would not care if 73% of them just vanished. In Europe and America 92% would not be missed. ”Havas survey, cited in The Economist

If paid is the priority, the customer isn’t.

The contentEquation

Processes: content supply chain

Client

- Campaigns (spikey)

- Always-on (consistent)

- Regular/standard posts

- Paid-supported distribution

Content / social brand activity types

Always-onPaid supported

Content isn’tScaling

Brings us back to a model from IBM...

Campaign model

Community building

- A customer-first mindset.

- Strategic.

- Content supply chain.

- Metrics connected to business outcomes.

- Well-resourced, full time editorial teams.

- A-OPS: Always-On, Paid Supported

To scale content...

A-OPS

#AOPS

Ends. Further Reading and notes at:

@amayfieldbrilliantnoise.com

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