paid, earned & owned: social media opportunities
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TRANSCRIPT
Social Media:Paid, Earned & Owned
November 17, 2011
#KCMediaMix
Agenda
• Introductions• Social Landscape• Key Social Platforms
–Facebook–Twitter
• Paid, Earned & Owned• Ad Examples• Questions
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Honoring Steve
"People who know what they're talking about don't need PowerPoint."
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And that, my friend, is why I’m using Keynote.
Introductions
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As Seen On
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Not a Social Expert
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Integrated Approach
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BUSINESS &BRAND
STRATEGYADVERTISING MEASUREMENT
INTERACTIVE
SOCIAL MEDIA
ENGAGEMENTPROGRAMS
(CRM)
MOTIONDESIGN LOCAL &
NATIONALMEDIA
BRANDING
BRANDACTIVATION
CAUSEBRANDING
PUBLICRELATIONS
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Social Media Landscape
Why Social?
Social is kind of a big dealBut....
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Why Social?
Social is kind of a big dealBut....
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Do You?
Actively use:• Facebook• Twitter• LinkedIn• Foursquare• Yelp• YouTube• Blog (Wordpress, Tumblr)• TweetDeck or Hootsuite• Social apps on a mobile device or tablet
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• 60% of brand followers are more likely to recommend a brand to a friend after following the brand on Twitter
• 50% of brand followers are more likely to buy from that brand
• 23% claim to tweet about the brands they follow
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source
• 56% of consumers said they are more likely to recommend a brand to a friend after “Liking” a brand on Facebook
• 51% of consumers said they are more likely to buy a product after doing so.
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source
Objective?
• Facebook Likes?• Twitter followers?• Impressions?• Clicks?• Views?• Data collection?
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Key Metrics: Facebook
• Engagement– Likes, Comments, Shares
• Likes– Paid, Organic
• Impressions– Likes x Posts– User generated content
• Paid Campaigns– Spent, Impressions, Connections, CPM, CPC, CTR, CPF
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Value?
• How do you come up with a value for a Facebook Like? Or a Twitter follower?
• Is a Facebook Like acquired through a paid campaign (or promotion) = organic?
• Is there a core base of Facebook fans whereby acquiring more Likes becomes cost prohibitive?
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Many Platforms
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Key Platforms
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Paid Earned Owned Media Types
• Definition• Examples• Role• Benefits• Challenges
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source
Paid Media
Definition: Brand pays to leverage
Role: Catalyst that feeds owned & creates earned media Example: Display ads
Benefits: Immediacy, Scale & Control
Challenges: Clutter, Response Rates & Credibility
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Earned Media
Definition: When customers become the channel
Role: Listen and respond — often the result of well-executed and well-coordinated owned and paid media
Example: Word of mouth
Benefits: Credible, Key Role in Sales, Transparent, Longevity
Challenges: No Control, Can Be Negative, Scale, Hard to Measure
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Owned Media
Definition: Channel a brand controls
Role: Longer-term relationships with existing potential customers and earn media Example: Web Site, Mobile Site, Blog, Twitter Account
Benefits: Control, Cost Efficiency, Longevity, Versatility
Challenges: No Guarantees, Company Communication Not Trusted, Takes Time to Scale
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Paid, Earned & Owned: Harmony
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source
Media, Digital & PR
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“Dogs and cats, living together... Mass hysteria!”
Convert from Paid to Owned & Earned
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Brand Engagement Motivation
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Branded Viral Loop
27reference
Publishing Equals Syndication
• Every time a brand publishes content to the wall, it is syndicated to fans– Posts can be commented or liked
• If posts are commented or liked, that activity is shared with their Facebook friends
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TV: Tempur-Pedic
29reference
TV: Online Destination
31reference
ESPN College Gameday
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reference
Commercials Tagged with Social
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reference
#Hashtag Madness
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MLB Postseason
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reference
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What’s Missing?
• URLs– Why make users search?
• Value– Why should I go?
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TV Meets Digital
• “We don’t want any ‘dead ends’ — the conversation should be ongoing and cross-platform.”
• Curtis Hougland, founder and CEO of Attention
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source
Tracking Media Trends
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source
Social Platform Demos Vary
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Facebook Targeting
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reference
Facebook Ad API Partners
• Keyword exploration & optimization• Target exploration & optimization• Automated bidding
–Optimize against cost per Like, vs. CPC, CPM, CTR
–Reduced campaign management fees
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Platforms: Twitter
Twitter Handle Roundup
• Who has a Twitter account?• What is the handle?• How do you use Twitter?
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Tweetcloud (Nov 2011)
Tweetcloud (Nov 2011)
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#HashCloud
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Twitter Ad Opportunities
Promoted Trends
Promoted Accounts
Promoted Tweets
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reference
Promoted Trends
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Promoted Trends
• Limited geography targeting• One advertiser only• Not a low cost endeavor
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Promoted Accounts
• Auction based
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Promoted Tweets
• Cost per engagement auction– Click, favorite, retweet or reply
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TwitterCounter Featured Placement
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StumbleUpon Opportunities
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Success?
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SMCKC: Breakfast with Scott Monty
September 2, 2011Union Station