With Paid/Earned/Owned Media converging like never before, there is an unprecedented opportunity to amplify Earned Media (a.k.a. your most TRUSTED content assets) using Paid Promotion strategies.

1. Earned Media Promotion
March 2013

2. SHIFT COMMUNICATIONS
100+ PROFESSIONALS BOSTON 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B
EMPLOYEE STOCK OPTION PLAN NEW YORK 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
TECH AND CONSUMER EXPERIENCE SAN FRANCISCO COMMUNICATIONS THAT TRANSCENDS MARKETING.”
AGENCY FACTS BI-COASTAL PRESENCE AWARD-WINNING

3. CLIENT EXPERIENCE

4. EARNED MEDIA
• In today’s communications landscape, Paid
(advertising), Earned (PR) and Owned (branded) Media
are converging like never before.
• Of these media types, which is the most valuable?
• Not "the most expensive." The most valuable.
• If what you value most as a brand is the trust of
humans (which in turn leads to increased sales), then
the answer is obvious:
• Earned Media is the most effective influencer of
consumer trust.

5. How Do We Define Earned Media?
• Earned Media is simply:
• “What other people say about us”
• In print and online mainstream media… In blogs… On
Twitter, Facebook, etc.
• 3rd party, unbiased, “credentialed” or “amateur”
– The distinction between “professional” media and
consumers and/or bloggers is primarily about audience
size – not about whether the content is “earned media”

6. EARNED MEDIA
Edelman Trust Barometer research, 2012

7. EARNED MEDIA – MOST TRUSTED
Edelman Trust Barometer research, 2012

8. E A R N E D M E D I A P R O M OT I O N S T R AT E G Y
OWNED MEDIA
CREATIVE
RESEARCH CONTENT EARNED MEDIA ANALYTICS
MESSAGING
PAID MEDIA
• As Paid, Owned & Earned Media converge, the third-party praise of
mainstream media, bloggers and consumers grow more important
t h a n e v e r.
• To d a y w e c a n u s e t h i s E a r n e d M e d i a a s a h u b f o r P a i d & B r a n d e d
m a r ke t i n g e f f o r t s , e x t e n d i n g t h e l i f e c y c l e o f t h e c o m p a n y ’s m o s t
trusted content.

9. Example #1

10. Research Leads to Content
RESEARCH
Influencer
CREATIVE
Content
Note: this is not a current or planned campaign

11. Content Leads to Earned Media
EARNED EARNED
MEDIA Blog Post MEDIA Facebook Update
Note: this is not a current or planned campaign

12. Earned Media as a Hub
PAID PAID
MEDIA Syndication MEDIA Promoted Tweet
PAID OWNED
MEDIA Sponsored Story MEDIA Google+ Content
Note: this is not a current or planned campaign

13. Example #2

14. BRAND
WHO
CATEGORY GETS THE PRODUCT
TV?
AUDIENCE
Note: this is not a current or planned campaign

15. RESEARCH SURVEY:
If the Superbowl and the Oscars were
on the same night, who would get the
(BRAND) TV? Men or Women?
WHO
GETS THE
TV?
Note: this is not a current or planned campaign

16. WHO EARNED MEDIA:
GETS THE Turn survey results into
TV? infographic and pitch to
Huffington Post
Note: this is not a current or planned campaign

17. WHO
GETS THE
TV?
PAID MEDIA:
Use syndication and social
advertising to drive views to
earned media Note: this is not a current or planned campaign

18. OWNED MEDIA: WHO
Post infographic on social GETS THE
channels and run a FB TV?
poll continuing the
conversation
Note: this is not a current or planned campaign

19. RESEARCH SURVEY:
If the Superbowl and the Oscars were
on the same night, who would get the
(BRAND) TV? Men or Women?
OWNED MEDIA:
Post infographic on EARNED MEDIA:
WHO GETS Turn survey results into
social channels and THE TV?
run a FB poll infographic and pitch to
continuing the Huffington Post
conversation
PAID MEDIA:
Use syndication and social
advertising to drive views to
earned media Note: this is not a current or planned campaign

20. Tactical Ideas to Get Ya Goin’

21. Ta c t i c a l O p t i o n s t o C o n s i d e r
• Paid Promotion • Owned Media
– Sponsored Stories leading – Tout Earned Media on
back to Earned Media Facebook Page – but try to
(MSM, Blogs) engage on the content vs.
– Promoted Tweets featuring simply broadcasting
kudos from influencers & – You can tweet it more than
consumers, or, linked to once; be judicious &
coverage human; A/B test tweets
– Content Syndication to – Consider email campaign
feature MSM content on featuring Earned Media
premium news/lifestyle kudos to your opt-in list;
sites validate customers’ choice
– SEM campaigns linked to – Social Media Newsroom to
coverage facilitate social sharing

22. Oh, We Need to MEASURE?

23. ANALYTICS OVERVIEW
SEARCH EXPOSURE SURVEYING SOCIAL MARKETING PAID SALES
Rankings of Media Pre and post Conversation Audience Advertising Revenue
key phrases placements metrics
Campaign Audience Conversions Transaction
Inbound links Mentions and awareness Volume
impressions data Sharing Database
entries
Purchase
intent data Email list size
and growth

24. THE IMPACT: SOCIAL MEDIA
60
Shortly after
engagement, SHIFT’s efforts
50
drove marked increases in
traffic from social media
Before SHIFT After SHIFT channels
40
TW-7DMA
LI-7DMA
30
G+-7DMA
FB-7DMA
20
10
0

25. THE IMPACT: SEARCH TRAFFIC
Search-7DMA
200
180
160
Before SHIFT After SHIFT
140
120
100
80
60
40
Shortly after
engagement, SHIFT’s efforts
20
demonstrated a marked
increase in website traffic via
0
search

27. “What Do Facebook’s News Feed Changes Mean for
Marketers and PR Pros?”
http://bit.ly/XYxTO5

28. Thank You!
To d d S . D e f r e n
@ T D e f r e n – Tw i t t e r
tdefren@shiftcomm.com – email
w w w.shi ftcomm.com – w e b