webinar: why earned media overpowers social media in student recruitment

Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 1

Why Earned Media Overpowers Social MediaIn Student Recruitment : Webinar

#EMGwebinar6.5.2012

Presented by: Damien S. Navarro

@damiennavarro

@EMGtheagency

Visitemg.com


About EMG• Adaptive marketing agency• Located in Culver City, CA• Established in 1999• Clients Include:

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STRATEGY

Research, Planning & Analysis

EXPERIENCE

Personalization, Engagement & Entertainment

RELATIONSHIPS

Awareness, Influence & Social Marketing

PERFORMANCE

Campaigns, Testing & Intelligence

TECHNOLOGY

Development, Customization & Integration


Presenter Introduction

• Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital

• Focused on helping clients to think strategically and to maximize internal and external resources

• SME in technology innovations and marketing, and behavioral marketing trends

• Experienced industry thought leader, public speaker and author

• Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications

• Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment

3

Damien S. NavarroManaging Partner & CVO,

EMG


Welcome!

About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees

Presentation posted to EMG Knowledge Center


EMG helps organizations of all types and sizes

Education Experience Active Clients


Exploring Earned Media


• How many of you currently use the term “earned media” regularly?

Quick Survey


• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?

Quick Survey


• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?

Quick Survey


• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?• Who is ready to strangle someone the next time they hear they MUST

HAVE twitter, Facebook,___________ (Fill in the blank)?

Quick Survey


• How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?• Who is ready to strangle someone the next time they hear they MUST

HAVE twitter, Facebook,___________ (Fill in the blank)?

Quick Survey

The Truth:All social media IS earned media, but not all earned media is social media.


How do we plan a vacation?


How do we?

Pick a Restaurant?

Fact: A 2011 study by the National Restaurant Association confirms that consumers who use social media including apps, Twitter, Facebook, Foursquare, Urban Spoon not only dine out more but are more likely to become return customers. (ReadWriteWeb)


How do we?

Pick a Restaurant? Pick a Movie?


How do we?

Pick a Restaurant?

Pick a Medical Provider?Pick a Movie?

My Mom Katie


How do we?

Pick a Restaurant?


My Mom Katie


How do we?

Pick a Restaurant?


My Mom KatieShe wishes!


How do we?

Select You?

Pick a Restaurant?



How do we?

Select You?

Pick a Restaurant?


INFLU

NECE


1. 80 percent of companies use social media for recruitment. (source)

2. More than 48MM have watched the VW Darth Vader Kid ad on YouTube. (source)

3. Ford Explorer launch on Facebook was more effective than a Super Bowl ad. (source)

4. 69 percent of parents are “friends” with their children on social media. (source)

5. Groupon will reach $1 billion in sales faster than any company in history. (source)

6. 25% of search results for the world’s top 20 brands are links to UGC. (source)

7. 34% of bloggers post opinions about products and brands. (source)

8. 90 percent of consumers trust peer recommendations. (source)

2012 Most Interesting Earned Media Facts

http://www.psychologytoday.com/blog/wired-success/200908/using-social-networking-recruitment-and-training

http://www.youtube.com/watch?v=R55e-uHQna0

http://www.emarketer.com/Mobile/Article.aspx?R=1008262

http://www.mamapedia.com/voices/placeholder-liberty-mutual

http://www.forbes.com/forbes/2010/0830/entrepreneurs-groupon-facebook-twitter-next-web-phenom_3.html

http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3

http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/


The #RLTM Scoreboard: Social Networking Stats for the Week

•Facebook: over 845 million users via Facebook •Twitter: over 200 million users via AllTwitter •Renren: over 170 million users via iResearch iUser Tracker •Qzone: 500 million active users via China Internet Watch •Sina Weibo: over 250 million users via Forbes •LinkedIn: 135 million members via LinkedIn •Groupon: 115 million subscribers via Reuters• Google Plus: over 90 million users via Larry Page •Tumblr: 42 million blogs via Tumblr •Posterous: 3.9 million members via SF Gate •Pinterest 7.5 million monthly uniques via TechCrunch •Foursquare: 15 million users via Mashable •Instagram 15 million users via The Next Web

2012 Facts

http://www.sec.gov/Archives/edgar/data/1326801/000119312512034517/d287954ds1.htm

http://www.mediabistro.com/alltwitter/twitter-active-total-users_b17655

http://mashable.com/2011/03/18/china-top-social-network/

http://www.chinainternetwatch.com/1050/qzone-active-users-over-500-million/

http://www.forbes.com/sites/kenrapoza/2011/11/17/chinas-twitter-now-two-times-bigger-than-twitter/

http://press.linkedin.com/about

http://www.reuters.com/article/2011/08/06/us-groupon-subscribers-idUSTRE7746I120110806

https://plus.google.com/u/0/106189723444098348646/posts/jcyvVa5K4JW

http://www.tumblr.com/about

http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2011/11/30/BUT61M68R1.DTL

http://techcrunch.com/2012/01/13/myinterest/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+Techcrunch+(TechCrunch)

http://mashable.com/2011/12/05/fourquare-15-million-users/

http://thenextweb.com/apps/2011/12/07/instagram-hits-15m-users-and-has-2-people-working-on-an-android-app-right-now/


Evaluating the role of earned media

Are you a

Influencer?



Are you a

Thought Leader?



Are you a

Storyteller?



Are you a

Publisher?



Are you a

Connector?



Are you a

Problem Solver?



Or are you a

Tweet’r Thrower



Or are you a

Facebook’r Builder



Or are you a

Like’r Mastermind



Or are you a

Fan’r Strategist



Or are you a

Pinterest’r Player



Let’s change the conversation and our focus away from this!


The Media Eco-system

Holistic review of your brand and your competitors, agnostic of individual marketing vehicles (e.g., search, social, mobile)

Organic coverage of a brand across

channels

EARNED MEDIA

Conversation between brand & consumers as the

channel

SHARED MEDIA

Channels a brand, pays to leverage

PAID MEDIA

Channels a brand, owns and controls

OWNED MEDIA


Earned Media Broken Down

Reputation Management

What the crowd says you are!Ranking, ‘Buzz-worthiness’,

Klout, SentimentEarned Media




Social Media Engagement


Klout, Sentiment

What you say you are!Alignment, Outreach, Content, Promotions

Earned Media






Klout, Sentiment


What influencers say you are!Wiki, Blog coverage,

Publishers, Newsworthiness

3rd Party Coverage

Earned Media






Klout, Sentiment




Where you are?Actual tools, Control,

Analytics, Action, Security

3rd Party Coverage

Technology & Channels

Earned Media


Earned media helps organizations influence the big picture



How do we increase leads and online transactions in an increasingly competitive marketplace?




How do we identify influencers and leverage the crowd to increase brand equity and “fans”?





How do we test, streamline, measure and optimize the conversion funnel for our target audiences?






How does our media plan reflect our primary personas and market?





How does our media plan reflect our primary personas and market?

How do we develop key performance indicators and predictive models?



Earned media helps organizations develop a recruitment strategy

Fact: 95% of wall posts are not answered by brands (All Facebook)


Earned media helps organizations evolve their brand

Fact: Johns Hopkins, Facebook’s birthplace Harvard, and Notre Dame are the top schools for social media. (Boston.com)


Earned media helps organizations identify new audiences and touch points

Fact: What makes people re-tweet? 92% say it’s interesting content! 84% say humor. (WhiteFireSEO)


Earned media helps organizations support a transmedia campaign

Improved Sharing

Popu

lariz

eM

obile

& T

able

t App

s

Event Promotions

Improved Organic Search

Rank-driven Content

Soci

al E

quity

Fact: Among college students and young professionals, 24% experience 3 to 5 interruptions in a given hours, while 84% get interrupted at least once while trying to complete a project. (GigaOm)

3rd P

arty

Bl

og S

ites

http://www.aiorangecounty.com/fashion-widget.html

http://www.llumc.com/


Earned Media helps organizations measure and optimize conversion and

transactionsFact: Auto-posting to Facebook decreases likes and comments by 70% (Inside Facebook)

Fact: Tweets last 67x longer with brands with higher klout scores (Mashable)


Earned media helps organizations leverage the power of the influencers

Fact: Nearly every large charity is on Facebook but only 60% of the Fortune 500 are!


Phase 1Initiator or follower

Phase 2Introduction to idea & awakening of needs

Phase 3Research and self identification

Phase 4Self Assessed + Brand Search

Phase 8Fan & LoyaltyOrDisgruntled & Disengaged

Opportunity Target Search Lead Qualif. LeadApply / Conversion

Alumni / Retention

Vulnerable and Emotional Educated and Influenced

Phase 5Deeper Research, Experience, Community

Phase 6Q & A, On-Site,Examination of sentiment & reputation

Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment

Traditionally, the flow of marketing / brand influence is from organization to student

Enroll /Yield

The Student Life Cycle Broken Down








Alumni / Retention






Enroll /Yield










Alumni / Retention





With earned media, we aim to reverse that flow of influence in the other direction

Enroll /Yield


EMG’s Approach to Media Planning

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Need updated (non-education) version


Earned Media Strategic Insights Analysis Model


Approaching Brand Alignment

Communication

Brand Identity

Insights

Communication

Brand Identity

Insights

Does it all align?

We say, “We are committed to wellness and health”

They perceive, “You are committed to wellness and health”


Going Beyond the Demographic to Audience Profile

• Live user data and analytics• Accounts for life experience and interests• Determines likes, neutral and dislikes• Looks at unique cultural differences and preference• Explores real-world influencers and responses

RECOMMENDATION!


4%

Tactic: “Day in the life” storyboards and creative mood boards

Tactic: Documentation of Target Audience Lifestyles & Experiences

Tactic: Student Lifecycle Diagram and Workflows

Profiling by ExperiencesEMG Discovery Tactics


4%

Tactic: Monitoring Where, When, Why, and How They Engage

Tactic: Identifying Earned Media Consumption

Tactic: Analyzing Key Performance Indicators and Task Completions

Profiling by Engagement Behaviors EMG Discovery Tactics


4%

Tactic: What types of content formats do they consume? Video? Featurettes? Blogs?

Tactic: What topics are they drawn to?

Tactic: What keywords and nomenclature are they using to search?

Profiling by Interests & Content ConsumptionEMG Discovery Tactics


4%

Tactic: Understanding Mobile Access & Usage

Tactic: Understanding work vs. home accessibility and touch points

Tactic: Understand access to broadband usage and touch points

Profiling by Medium & Technology UsageEMG Discovery Tactics


4%

Tactic: Crowdsourcing & Social Listening

Tactic: Identifying indirect relationships and influencers

Tactic: Assessing conversations and sentiment

Profiling by Online Social / Community BehaviorsEMG Discovery Tactics


• Explore brand misalignment first!• Benchmark and experiment• Diagnose the Funnel – pinpoint the areas of need/risk/opportunity• Reputation Intel/Measurement (or lack thereof)• Explore search (SEO/SEM) and paid and its impact (or lack there of)• Identify Rogues! Identify Partners! Encourage the early adopters!• Determine if the plan feasible? Measurable?• Identify the naysayers and devil’s advocates? Make them stakeholders

Things to think about!


Thank you for your time!

Damien S. NavarroManaging Partner, [email protected]

mailto:[email protected]

webinar: why earned media overpowers social media in student recruitment

Education

social media channels

student recruitment

quick survey

medical provider

mom katie

interactive marketing

crosschannel marketing

future of integrated