NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y

Maximize Ad Budgets with Paid Social Content Syndication

May 9, 2014

Buzz Event

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BRENNAN BROOKS

• Senior Search Manager• Certified in Google

Adwords, Google Analytics, Bing Ads

• Digitally multilingual:– Experience in a multitude

of industry verticals & channels

• Double jointed

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Agenda

• Integrating Paid, Earned, & Owned and Why?

• Promotional Action Plan• Distribute• Measure• Grow

• Recap/Q&A

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INTEGRATING EARNED, OWNED, AND PAID MEDIA

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DefinitionsDefinitions

Paid Owned Earned

BannerText links

Paid searchAffiliatesNative

advertising

WebsiteBlog

FacebookTwitter

YouTube

RetweetsShares

Press coveragePins

Word of mouth

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…and people

Content connects brands

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But content promotion is messy.

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Find peace with paid distributionFind peace with paid distribution.

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The Promotional Plan

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Now what?

Sounds interesting…

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Reduce your paid media budget

Data

Content

Paid Media

Data

How To Efficiently Spend Paid Media Budget

Owned Media

BlogSocial

Website

Earned Media

RetweetsShares

SEO

Traffic

Sharing

Paid Media

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Promotional Plan

Distribute Content

To Owned MediaMeasure Content

Owned & Earned Performance

GrowAmplify what’s working

The Promotional Plan

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DistributeOwned Media

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Build content once Build Content Once

RE-UseRE-FormatRE-Publish

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Make content searchable, bite-size, and shareable.

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Automation is not a dirty word.

Calm down.

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Assembling the pieces

Website

MobileSearc

hSocia

l

Assembling The Pieces

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Shared on socialShared on Social

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Optimize for searchOptimize For Search

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Syndicate to blogs and websitesSyndicate to Blogs and Websites

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Format for mobileFormat For Mobile

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Tools to help

Earned & Owned distribution

Mobile

Blogger Outreach

SEO

Tools to Help

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MeasureOwned & Earned Performance

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Lots of Social Media Signals

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Overwhelmed with dataOverwhelmed with DataOverwhelmed with data.

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Monitor actionable data

Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales).

Demographic Analysis: Determine who clicked what.

Sentiment Analysis: Surface popular themes or keywords.

Monitor Actionable Data

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Monitor actionable data

Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales).

1. Cut non-performing content. 2. Continue with what works in paid media.3. Change and republish low visibility

stories.

Monitor Actionable Data

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Monitor actionable dataMonitor Actionable Data

Demographic Analysis: Determine who clicked what.

1. Discover what resonates with different social demos, and group them into persona targets.

2. Determine what content to create for each group.

3. Direct paid media to the each persona target.

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Monitor actionable dataMonitor Actionable Data

Sentiment Analysis: Surface popular themes and keywords.

1. Surfaces future story ideas and direction.2. Serves as a signal for future product,

sales, and marketing ideas.3. Supplies keyword and category data to

inform paid media.

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Earned & Owned

Demos

Website

Social

Tools to helpTools To Help

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GrowAmplify what’s working.

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if done incorrectly.

Paid media can be scary

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Promote: Proactively drive traffic

Retarget: Re-message blog visitors

Optimize: Review and refine

The Plan

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The Plan

Promote: Proactively drive traffic

1. Assembling the assets• Targeting: Keyword, category,

demographic. • Content: repurpose what resonated with

earned & owned audiences2. Automate with RSS3. Add tracking link appends (example

UTM codes with Google Analytics)• Example: http://ninahale.com/?

utm_source=blog&utm_medium=display&utm_campaign=earned_owned_paid

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Promote: Related Articles

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Promote: Dynamic display ads Promote: Dynamic Display Ads

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Promote: Native Placements

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Promote: Native placements on mobile Promote: Native Placement on Mobile

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Retarget: Re-message blog visitors

1. Recapture visitors attention after they leave your website or blog.

2. Remarket a sequence of articles or offers.

3. Retain existing customer’s attention and share of wallet.

The PRO Plan

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The PRO Plan

Optimize: Review and refine

1. Apply same technique discussed with owned media:• Content Analysis: Create a list of headlines ranked by

activity generated (clicks, retweets, sales).

• Demographic Analysis: Determine who clicked what.

• Sentiment Analysis: Surface popular themes or keywords.

2. Create or curate new content to feed the cycle.

The PRO Plan

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PaidOwned Earned

Paid

Press

Content Seeding

Tools to helpTools To Help

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Reduce your paid media budget

Data

Content

Paid Media

Data

Recap

Owned Media

BlogSocial

Website

Earned Media

RetweetsShares

SEO

Traffic

Sharing

Paid Media

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MAXIMIZE MEDIA DOLLARS…

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Thank youFor more information on how to

maximize ad budgets with paid social content syndication, visit NinaHale.com

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