developing a social content strategy: finding the right mix of paid, owned and earned media

Developing a Social Content StrategyFinding the right mix of earned, owned and paid media

Amy MengelreadMedia

PRSA CHE Senior SummitApril 27, 2012

Welcome, SlideShare viewers!

Thanks for your interest in this presentation. I prefer the “less is more” approach with slides when I present, so many of these slides are simply a photo or a screenshot.

Please refer to slide notes/transcript at the bottom of your browser for the speaker notes so that the presentation makes more sense.

Contact me with questions or comments! --Amy

About Me

Head of Marketing & Research at readMediaAdvise clients on best practices in communications, social mediaBackground in corporate communications

readmedia.com/LeadershipLessons

Paid Owned Earned

Paid Owned Earned

EarnedPaid Owned

Paid Media

• Paying to place your messaging/content in front of an audience that someone else has assembled

Paid

Paid Media: Benefits

• Control of message• Control of reach• Flexibility: audience targeting• Auditable• Fast/Immediate

Paid

Paid Media: Challenges

• Cost• Low influence/trust• Low conversion• Short-term

Paid

Paid Media: SearchPaid

Paid Media: SearchPaid

Paid Media: FacebookPaid

Paid Media: FacebookPaid

Paid Media: FacebookPaid

Paid Media: FacebookPaid

Paid Media OnlinePaid

Paid Media: Consider

• Budget• Messaging / Relevance• Targeting / Segmentation• Then what? Where are you driving your

audience to from your paid media?

Paid

Owned Media

• Owned media is content that you create, on channels that you control (or mostly control)

• “Brand Journalism”

Owned

Owned Media: Benefits

• Control• Longevity• Community-building• True voice• Less interruptive• Expandable across the web• SEO

Owned

Owned Media: Drawbacks

• Effort to sustain• Resource intensive• No built-in audience• Measuring success is difficult• Not fully trusted by audiences• Shared platforms: lack of control

Owned

Owned Media: Driving SEO

• 60% of searchers never move past the first page of search results

• 42% of searchers click on the first organic link that’s returned

• 77% choose organic over paid search results

Owned

Owned Media: Driving SEOOwned

Owned Media: Driving SEOOwned

Owned Media: MicrositesOwned

Owned Media: NewsOwned

Owned Media: BlogsOwned

Owned Media: VideoOwned

Owned Media: FacebookOwned

Owned Media: Facebook

• Only 16% of fans of your page see your content in their newsfeed

• Among millennials, 70% rarely or never visit Facebook fan pages

• 65% of Facebook users are fans of 5 brand pages or less

Owned

Owned Media: Where Else?Owned

Owned Media: Consider

• What are your stories?• What resources can you commit to tell them?• Where and how should you tell them?• What’s your brand’s voice, values?• How will this drive earned media?

Owned

Earned Media

• Earned media is the promulgation of your brand by unpaid, external third parties

Earned

Earned Media: Benefits

• Free• Authentic• Most trusted, credible• Can drive audiences to your owned media

Earned

Earned Media: Drawbacks

• Lack of message control• Can be negative• Harder to audit, measure• No “on-demand”

Earned

Earned Media: National PREarned

Earned Media: National PR

“In 1946, 53% of articles mentioning a research university were about that university – its programs or

activities. Today, just 15% of articles mentioning a university are about that university: the remaining 85% simply cite high-stature faculty for soundbite

commentary on current events.”Leetaru, Kalev & Magelli, Paul. (September 2010).

The Soundbite University: 60 Years of University News Coverage.

Earned

Earned Media: National PREarned

?

Earned Media: Long TailEarned

Earned Media: Social NetworksEarned

Earned Media: Facebook ShinesEarned

Earned Media: Advocates Come Alive

Earned

Earned Media: Setting the Stage for Conversation

“The people talking about your products and services are never compensated by an agency or network—however they

can be set into action by triggers you've put in place.

This could mean establishing a relationship, sharing news, seeding content, talking to, and in general interacting with the people who actually care about your product or even

better the topics associated around them.”

David Armano, Edelman

Earned

Earned Media: Encouraging Social Discussion

Earned

Earned Media: Facilitating Online Endorsements

Earned

Earned Media: Consider

• What triggers can you create to incite sharing?• What owned content are you driving to?• How can you make sure that social word-of-

mouth includes your brand messaging?• How can you leverage more than just national

media to get people talking about you?

Earned

EarnedPaid Owned

Earned

Paid

Owned

Control

Reac

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Source: Forrester Research

Paid OwnedEarned

“Every marketer, of course, has the option of praying or waiting for lightning to strike. But only by sending off a

piece of attractive owned media can advertisers set off a predictable round of conversation and pass-along that has the potential to spread brand stories and messages almost endlessly through the ranks of their audience.”

– Kirk Cheyfitz, Story Worldwide

“No matter what the short-term goal of any advertising effort (product introductions, trials and test drives, store visits, etc.), the long-term goal is always the same: to drive media spending sharply

downward by recruiting fans and advocates who will spread a brand's messages for free, forever.”

– Kirk Cheyfitz, Story Worldwide

Vanderbilt: MyHealthChat

Vanderbilt: MyHealthChat

Vanderbilt: MyHealthChat

Vanderbilt: MyHealthChat

Vanderbilt: MyHealthChat

Vanderbilt: MyHealthChat

Resources & Links

• http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

• http://darmano.typepad.com/logic_emotion/2009/02/thoughts-on-bought-earned.html• http

://conversations.marketing-partners.com/2011/01/paid-owned-and-earned-media-channels-are-you-in-the-right-place/

• http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html• http

://huguesrey.wordpress.com/2011/07/26/defining-paid-earned-and-owned-media-picure-de-rappel/

• http://adage.com/article/digitalnext/marketing-mashup-paid-owned-earned-media/229204/• http://www.ichass.illinois.edu/SoundbiteUniversity/report.html• https://www.facebook.com/business/fmc/guides/reach• http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-frien

ds-and-virtual-strangers-the-most/

• http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/• http://kdpaine.blogs.com/themeasurementstandard/2012/03/4-infographics-millennials-vs-o

rganizations-on-facebook.html

• http://blog.lab42.com/wp-content/uploads/2011/11/infographic-follow-brands-large.png• http://link.highedweb.org/2012/03/unlock-snhu-edu-with-the-konami-code/

Questions?

Amy Mengel518-429-2780@amymengel

amy@readmedia.com

www.readMedia.comwww.readabout.me