Get Seen.Get Engaged.

Lisa ColtonFebruary 23, 2015

Content -> Engagement

What have you been

trying and learning

since we last met?

Fire image

How can you

be heard?

Tuning Out The Noise

Media Types

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012

Converged Media Mix

Examples of where you have already done “converged” media?

Converged Media Mix

POP QUIZ: Which media type are Facebook and Twitter?

All Three!

• Paid: – Sponsored tweets, posts, engagement ads

• Owned:– Branded Facebook or Twitter page– Brand-curated content – Even individual participation (on behalf of brand)

• Earned:– Fan/user-generated content posted related to brand– May be on brand’s page or in their own feeds/blogs

Converged Media

PAID

OWNED

EARNED

Drives

volum

e to b

rand

Drives volume

Provides platformPro

vides

plat

form

Instructs where to amplify

Informs innovation, creative

Which Is

Which?

And this one?

How About These?

PaidPaidEarnedEarned

CONVERGED CONCEPT: EARNED + PAID

The Original Runner Co: Used Twitter followers

to launch a new aisle runner color

The Original Runner Co, makers of fabric aisle runners, e.g. for weddings,

asked its 2000 Twitter followers for feedback before launching a new

runner color. Ten percent of followers engaged, and supported the

development of a hot pink runner. The company has 5 employees.

The Original Runner Co, makers of fabric aisle runners, e.g. for weddings,

asked its 2000 Twitter followers for feedback before launching a new

runner color. Ten percent of followers engaged, and supported the

development of a hot pink runner. The company has 5 employees.

Source: Jeremiah Owyang

Monterey’s Convention & Visitor’s Bureau, SeeMonterey, leverages paid tweets to drive engagement and content

1.3M reach

To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest

generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from the campaign on their blog and other owned properties.

To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest

generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from the campaign on their blog and other owned properties.

SOURCE: https://business.twitter.com/success-stories/monterey-county via Jeremiah Owyang

Content Strategy

• What message represents, reflects, speaks for the brand?

• Understand how content strategy varies:– Persona segments, product type, geography,

channel, screen, source of information

• Spans many stakeholders; internal depts. and external agencies/partners

1. FIND YOUR VOICE

If you were a color?

If you were a celebrity?

If you were a car?

2. What’s Hot?

Identify hot paths & hot conversations where content is resonating

What’s hot in the next month?

What emergent topics have you captialized on?

3. Who’s Connected?

Identify stakeholders who reach your audience and influencers who can amplify.

Amplify: Paid and Engaged• Leverage converging media

– Use Paid to amplify Earned and Owned

– And Earned to amplify owned and paid…

– And Owned to amplify earned and paid…

• Explore new ad and promotion types via owned and earned

– Social & Google ads

• Tap into social graph by allowing those involved to share with their networks. Create sharable content!

PAID MEDIA

HAVE A GOAL!

(and be able to measure it)

E.g. Website conversations, social shares, email sign ups

• Must be eye-catching and well-written. Do not use your logo and call it “Come to our website!”

• It must have a photo. For all ads, the best size image to upload is 1200x627 pixels, The photo cannot contain more than 20% text.

• If it directs to an outside website, it should direct to a specific landing page, rather than just the main home page of your website.

Boosting Posts

Who To Target?• Friends of Fans • Targeting

Messaging

WHERE ARE THE PROSPECTIVE STUDENTS AT IN THEIR DECISION CYCLE?

MESSAGING: BENEFITS OR EASE?

BRAINSTORM & TEST

Measure!

Stats and Management

Advanced: Power Editor

• Bidding• “Dark Posts”• More targeting

options

Twitter

Your Experience?What will you try?

Share Your Work!

• What have you been doing?• What’s working (or not)?• Want feedback?

Next WebinarMarch 31st

Post questions and successes in the FB group!

Connect with your coach!