Earned media with todd defren of shift communications

1. Earn Success!
with Todd Defren
Vocus Webinar

2. Earned Media Promotion
May2013

3. SHIFT COMMUNICATIONS
BOSTON
NEW YORK
SAN FRANCISCO
100+ PROFESSIONALS
EMPLOYEE STOCK OPTION PLAN
TECH AND CONSUMER EXPERIENCE
BI-COASTAL PRESENCEAGENCY FACTS
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.”
AWARD-WINNING

4. CLIENT EXPERIENCE

5. 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.

6. 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”

7. EARNED MEDIA
Edelman Trust Barometer research, 2012

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

9. EARNED MEDIA PROMOTION STRATEGY
• A s P a i d , O w n e d & E a r n e d M e d i a c o n v e r g e , t h e t h i r d - p a r t y p r a i s e o f
m a i n s t r e a m m e d i a , b l o g g e r s a n d c o n s u m e r s g r o w m o r e i m p o r t a n t
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 k e 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
t r u s t e d c o n t e n t .
RESEARCH
CREATIVE
CONTENT EARNED MEDIA ANALYTICS
MESSAGING
OWNED MEDIA
PAID MEDIA

10. Example #1

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

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

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

14. Example #2

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

16. 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

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

18. 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

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

20. 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
social channels and
run a FB poll
continuing the
conversation
EARNED MEDIA:
Turn survey results into
infographic and pitch to
Huffington Post
PAID MEDIA:
Use syndication and social
advertising to drive views to
earned media
WHO GETS
THE TV?
Note: this is not a current or planned campaign

21. Tactical Ideas to Get Ya Goin’

22. • Paid Promotion
– Sponsored Stories leading
back to Earned Media
(MSM, Blogs)
– Promoted Tweets featuring
kudos from influencers &
consumers, or, linked to
coverage
– Content Syndication to
feature MSM content on
premium news/lifestyle
sites
– SEM campaigns linked to
coverage
• Owned Media
– Tout Earned Media on
Facebook Page – but try to
engage on the content vs.
simply broadcasting
– You can tweet it more than
once; be judicious &
human; A/B test tweets
– Consider email campaign
featuring Earned Media
kudos to your opt-in list;
validate customers’ choice
– Social Media Newsroom to
facilitate social sharing
Tactical Options to Consider

23. Oh, We Need to MEASURE?

24. ANALYTICS OVERVIEW
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

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

26. 0
20
40
60
80
100
120
140
160
180
200
Search-7DMA
THE IMPACT: SEARCH TRAFFIC
Before SHIFT After SHIFT
Shortly after engagement,
SHIFT’s efforts demonstrated a
marked increase in website
traffic via search

27. 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
t d e f r e n @ s h i f t c o m m . c o m – e m a i l
w w w. s h i f t c o m m . c o m – w e b

28. The Vocus family
About Vocus
Vocus is a leading provider of cloud marketing software that helps
businesses reach and influence buyers across social networks, online and
through media. Vocus provides an integrated suite that combines social
marketing, search marketing, email marketing and publicity into a
comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations
worldwide and is available in seven languages. Vocus is based in Beltsville,
MD with offices in North America, Europe and Asia. For further information,
please visit http://www.vocus.com or call (800) 345-5572.
PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing
@Vocus @PRWeb @Helpareporter @NorthSocial @iContact

29. Next webinar:
No Secrets, No Shortcuts
on May 16, 2pm ET
with Seth Godin
Upcoming Event

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