why editors should be in charge of social media advertising
TRANSCRIPT
Paid as an editorial tool
IAB Amplify the Love
Antony Mayfield19th February 2014
@amayfieldbrilliantnoise.com
Or why editors should be in charge of advertising...
Or why editors should be in charge of social mediaadvertising...
The Problem
Small budgetsLow priority
Paid is another tool in the box.
Source Create Publish Amplify
RSS
Social listening
Bookmarking e.g. Diigo
Yammer
Wiki
Internet
Word/Pages
Spredfast
Editorially
Gather Content
Scrivener
ZenWriter
CMS
Blog
3rd party sites
Social networks
Social networks
RSS
Paid content promotion e.g. PPC, OutBrain, Zemanta
Mind your Language
LegacyLanguageBusiness modelsPerspectives
Earned MediaPaid distribution
All about the Customer?
Customers, not media, are at the centre of a brand’s world.
Advertising isan unwelcome caller...
Model first published Harvard Business Review
Customer Decision Journey
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider
image (cc) Lorem Ipsum
“134,000 consumers in 23 countries were asked what they thought of 700 brands. A majority of those taking part would not care if 73% of them just vanished. In Europe and America 92% would not be missed. ”Havas survey, cited in The Economist
If paid is the priority, the customer isn’t.
The contentEquation
Processes: content supply chain
Client
- Campaigns (spikey)
- Always-on (consistent)
- Regular/standard posts
- Paid-supported distribution
Content / social brand activity types
Always-onPaid supported
Content isn’tScaling
Brings us back to a model from IBM...
Campaign model
Community building
- A customer-first mindset.
- Strategic.
- Content supply chain.
- Metrics connected to business outcomes.
- Well-resourced, full time editorial teams.
- A-OPS: Always-On, Paid Supported
To scale content...
A-OPS
#AOPS
Ends. Further Reading and notes at:
@amayfieldbrilliantnoise.com
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