bitb -- we the media
DESCRIPTION
Michael Barber's presentation at agencyside's "Back in the Black" training for agency account teams.TRANSCRIPT
We the media.Michael Barber
Back in the Black: April 28 – 29, 2011
Photo by vonSchnauzer on flickr
78% of people trust recommendations of other
consumers.
While only 14% of people trust advertisements
Nielsen “Truth in Advertising” Research
90% of people who can skip TV
ads, do.
84% of TV ad campaigns don’t generate a positive ROI
But(t), there is hope.
Photo by Mat Honan on flickr
1,330 years
Per day spent on Facebook
1,966,514,819 people are connected online
10 years ago = 360,985,492
↑444.8%
4 billion The number of images on Flickr.
The #2 Search Engine
WHAT IS EARNED MEDIA?
Paid, Earned & Owned Media
Paid
Internet Advertising
Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
Earned
Social Media (Pages & Feeds)
Word of Mouth
User forums
Ratings & reviews
News, PR
Blogger or Influential relationships
Owned
Brand and Product Websites
Mobile brand & product websites
Proprietary mobile applications
Customer Care Services
Proprietary Digital Content
Paid v Earned Media
http://www.flickr.com/photos/7855449@N02/3264836754/sizes/o/
Typical National TV Ad Campaign
Typical Earned Media Campaign
Story Time
“We estimate on YouTube there are about
146 million views of content related to Coca-
Cola. However, only 26 million views were of
content we created. The other 120 million
views were of content created by others.”Joe Tripodi, EVP & CMO Coca-Cola Company, April 27, 2011
Monkey Email
The Greatest Movie Ever Sold
Nasty Gal
CLIENT CONVERSATIONS
Earned Media Requires
Risk, Transparency
&….
Earned Media Requires
The understanding that your consumers
own the brand.
Client Conversations
• Show them the stats
• Tell them the stories
• Help them craft their story
• Show them how it can move the needle
THE PLANNING PROCESSEarned Media
Step 1 – Goals/ROI/KPIs
Brand awareness/repair
Customer acquisition & lead generation
Retention
Customer service
Step 2 – Listen
Step 3 – Develop your story.
Step 4 – Develop the plan
Design Content Seed Engagement
Conversion
Design
Content
Good, relevant content rules
the web.
“Liquid & Linked” Content
Liquid = compelling, authentic, and culturally relevant
Linked = supports overall marketing and business strategy
Seeding
• Blogger relationships• Online influentials• Across all social networks & optimized• User forums• News, PR, announcements
Engagement
• Earned media is social media. Social media = social.
• Engage with people as often as you can
• Be authentic
Conversion
Leads
Awareness
Cost reduction
Sales
Step 5 – Monitor & report
• Are we moving the needle?– Monitor the conversation– Connect sales to the earned media funnel– Adjust as needed
Q&A
MICHAEL BARBER@michaeljbarberhttp://michaeljbarber.comhttp://www.linkedin.com/in/[email protected] (520) 591-1658
• Listening tools:– http://www.convinceandconvert.com/social-media-monitoring/social-media-monitoring-tools-
how-to-pick-the-right-one/
– http://www.marketingprofs.com/articles/2009/2915/13-essential-social-media-listening-tools– http://stevefarnsworth.wordpress.com/2010/03/16/20-free-social-media-monitoring-tools-to-fi
nd-your-brand%E2%80%99s-social-mentions/