media trifecta for non-profit marketing
TRANSCRIPT
MEDIA TRIFECTA FOR
Korena Keys & Michael Cornette
@keymediaceo
THE IDEA
Think of your media list as a POEM.
Paid
Owned
Earned Media
@keymediaceo
PAID MEDIA
Efforts in which you “pay to play”
Television Advertising
Radio Commercials
Newspaper Ads
Paid Search
There is complete control over creative, content and marketing spend.
@keymediaceo
PAID MEDIA
@keymediaceo
OWNED MEDIA
Anything your organization creates and distributes within your own channels.
Website Content
Blog
Newsletter
Social Media
Keep in mind – there is a lot of time and effort behind earned media, despite it being “free”.
@keymediaceo
OWNED MEDIA
EARNED MEDIA
This is the natural result of public/media relation’s efforts, campaigns, events and crafted content.
Social Media Mentions
News Coverage
Public Service Announcements
Blog Shares
Organic Search
@keymediaceo
EARNED MEDIA
@keymediaceo
MEDIA TRIFECTA
@keymediaceo
Paid Media
Owned Media
Earned Media
ADVERTISING
Pay per Click
TV Ads
Radio Ads
Newspaper
Paid Content
CORPORATE
PROPERTIES
Website
Blog Site
Social Media
SHARING
Mentions
Shares
Reviews
Reposts
SEO
MEDIA TRIFECTA
@keymediaceo
Paid Media
Owned Media
Earned Media
ADVERTISING
Pay per Click
TV Ads
Radio Ads
Newspaper
Paid Content
CORPORATE
PROPERTIES
Website
Blog Site
Social Media
SHARING
Mentions
Shares
Reviews
Reposts
SEO
Propel Sharing &
Engagement With Paid
Promotion
Brand Content Drive
Earned Media (sharing)
and Online Searches
Increase Exposure to
Web Properties with Paid
Advertising
MEDIA TRIFECTA
@keymediaceo
Paid Media
Owned Media
Earned Media
ADVERTISING
Pay per Click
TV Ads
Radio Ads
Newspaper
Paid Content
CORPORATE
PROPERTIES
Website
Blog Site
Social Media
SHARING
Mentions
Shares
Reviews
Reposts
SEO
Propel Sharing &
Engagement With Paid
Promotion
Brand Content Drive
Earned Media (sharing)
and Web Traffic
Increase Exposure to
Web Properties with Paid
Advertising
Leverage Owned,
Earned, and Paid
Media for a
Comprehensive
Media Strategy
Television
Social
Media
Public
Relations
Search
Marketing
Direct
YOUR STORY
Develop your “story” and use your content across multiple mediums to deliver the message. Who you serve?
What you do/offer?
Why it’s important?
How are you different?
How do you do it?
Why do I care?
Where you do it?
Now assign a champion (or two) to manage your marketing.
@keymediaceo
DEFINE YOUR GOALS
Fundraising
Brand Awareness
Engagement
Supporter Loyalty
Website Traffic
Volunteer Recruitment
Advocacy
@keymediaceo
DEVELOP A STRATEGY
How does your story transition into content?
Be Generous
Think of communication as a gift
Empower with how-to and information
Be Genuine
Show the personal side of your work
Give a “behind the scenes” view
Be Grateful
Give your fans/followers/donors credit
Share your successes
@keymediaceo
MEDIA = MESSAGE DELIVERY
Determine the Best Channels for Your Message and Goals Website (First and Foremost)
Television
Cable
Newspaper
Billboard
Radio
Social Media (Google+, Facebook, Twitter, Instagram, Tumblr)
Email (Daily as well as e-newsletter)
Search Engine
Online Directories (Yahoo, Yelp, Local, GuideStar)
@keymediaceo
YOU
TIPS FOR SUCCESS
@keymediaceo
METRICS FOR SUCCESS
Measure What Matters
Donations Received
Web Traffic
Social Media Shares & Engagements
People Served
Volunteering Hours
Subscribers
Brand Lift (Awareness)
@keymediaceo
Michael Cornette Korena Keys
General Sales Manager, KSFY TV CEO, KeyMedia Solutions
[email protected] [email protected]
@KeyMediaCEO