content marketing at dell · how our paid media and owned media result in earned media . stephanie...
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Content Marketing at Dell
How our paid media and owned media result in earned media
Stephanie Losee Managing Edito r, Dell Global Com m unications @slosee # digitalpr Content Marketing Clinic
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Global Marketing
Experiments in paid media can result in earned, making your case for owned as the next step
@slosee # digitalpr
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Global Marketing
How and Why to Ignore Your Inbox: 30,600 views; 975 FB shares; 460 tweets; 370 LinkedIn posts
@slosee # digitalpr
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Global Marketing @slo see # digitalpr
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Global Marketing
Credit line: Illustration by Wendy MacNaughton; published by Dell Inc. on Forbes.com
@slosee # digitalpr
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Global Marketing
So if you can do that on Forbes.com, can you do it on Dell.com?
@slosee # digitalpr
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Global Marketing
From social media to owned media—content takes customer conversations to the next level
@slosee # digitalpr
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Global Marketing @slo see # digitalpr
Objective: Conceive, assign, and publish great original stories, embracing adjacent content
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Global Marketing @slo see # digitalpr
Send them out into the Web for republishing and pickup, generating traffic back to Tech Page One
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Global Marketing @slo see # digitalpr
Customer story + activation + press release + blog act in concert to increase amplification
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Global Marketing @slo see # digitalpr
Incorporate multimedia and cross promotion
Celebs on Facebook page Tech Page One video
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Global Marketing
Return to paid media to draw attention to your owned media (resulting in more earned media)
@slosee # digitalpr
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Global Marketing
The New York Times home page
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Global Marketing
Dell Paid Posts landing page
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Global Marketing
Selections from Dell Tech Page One
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Global Marketing
Press about the Paid Posts launch with Dell as charter sponsor--Adweek
@slosee # digitalpr
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Global Marketing
Dozens of stories, and a piece on NPR’s “All Things Considered”
@slosee # digitalpr
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Global Marketing
Coming in 2014: Dell TV Dell Books (aka more owned, with the goal of earned)
@slosee # digitalpr
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Global Marketing
Paid, owned and earned tips:
• Embrace your identity as a brand publisher. You already are one whether you call yourself one yet or not.
• Companies of every size can afford to experiment with individual pieces of content.
• The less you talk about your brand and the more you embrace an editorial approach, the more earned media you’ll receive.
• Re- jobinate journalists, artists and filmmakers. Your audience will thank you. (Their thanks will come in the form of sharing.)
@slosee # digitalpr