Social Media:Paid, Earned & Owned

November 17, 2011

#KCMediaMix

Agenda

• Introductions• Social Landscape• Key Social Platforms

–Facebook–Twitter

• Paid, Earned & Owned• Ad Examples• Questions

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Honoring Steve

"People who know what they're talking about don't need PowerPoint."

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And that, my friend, is why I’m using Keynote.

Introductions

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As Seen On

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Not a Social Expert

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Integrated Approach

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BUSINESS &BRAND

STRATEGYADVERTISING MEASUREMENT

INTERACTIVE

SOCIAL MEDIA

ENGAGEMENTPROGRAMS

(CRM)

MOTIONDESIGN LOCAL &

NATIONALMEDIA

BRANDING

BRANDACTIVATION

CAUSEBRANDING

PUBLICRELATIONS

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Social Media Landscape

Why Social?

Social is kind of a big dealBut....

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Why Social?

Social is kind of a big dealBut....

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Do You?

Actively use:• Facebook• Twitter• LinkedIn• Foursquare• Yelp• YouTube• Blog (Wordpress, Tumblr)• TweetDeck or Hootsuite• Social apps on a mobile device or tablet

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Twitter

• 60% of brand followers are more likely to recommend a brand to a friend after following the brand on Twitter

• 50% of brand followers are more likely to buy from that brand

• 23% claim to tweet about the brands they follow

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source

Facebook

• 56% of consumers said they are more likely to recommend a brand to a friend after “Liking” a brand on Facebook

• 51% of consumers said they are more likely to buy a product after doing so.

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source

Objective?

• Facebook Likes?• Twitter followers?• Impressions?• Clicks?• Views?• Data collection?

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Key Metrics: Facebook

• Engagement– Likes, Comments, Shares

• Likes– Paid, Organic

• Impressions– Likes x Posts– User generated content

• Paid Campaigns– Spent, Impressions, Connections, CPM, CPC, CTR, CPF

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Value?

• How do you come up with a value for a Facebook Like? Or a Twitter follower?

• Is a Facebook Like acquired through a paid campaign (or promotion) = organic?

• Is there a core base of Facebook fans whereby acquiring more Likes becomes cost prohibitive?

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Many Platforms

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Key Platforms

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Paid Earned Owned Media Types

• Definition• Examples• Role• Benefits• Challenges

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source

Paid Media

Definition: Brand pays to leverage

Role: Catalyst that feeds owned & creates earned media Example: Display ads

Benefits: Immediacy, Scale & Control

Challenges: Clutter, Response Rates & Credibility

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Earned Media

Definition: When customers become the channel

Role: Listen and respond — often the result of well-executed and well-coordinated owned and paid media

Example: Word of mouth

Benefits: Credible, Key Role in Sales, Transparent, Longevity

Challenges: No Control, Can Be Negative, Scale, Hard to Measure

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Owned Media

Definition: Channel a brand controls

Role: Longer-term relationships with existing potential customers and earn media Example: Web Site, Mobile Site, Blog, Twitter Account

Benefits: Control, Cost Efficiency, Longevity, Versatility

Challenges: No Guarantees, Company Communication Not Trusted, Takes Time to Scale

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Paid, Earned & Owned: Harmony

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source

Media, Digital & PR

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“Dogs and cats, living together... Mass hysteria!”

Convert from Paid to Owned & Earned

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Brand Engagement Motivation

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Branded Viral Loop

27reference

Publishing Equals Syndication

• Every time a brand publishes content to the wall, it is syndicated to fans– Posts can be commented or liked

• If posts are commented or liked, that activity is shared with their Facebook friends

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TV: Tempur-Pedic

29reference

Sony Cyber-Shot

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reference

TV: Online Destination

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ESPN College Gameday

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reference

Commercials Tagged with Social

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#Hashtag Madness

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MLB Postseason

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reference

Print

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What’s Missing?

• URLs– Why make users search?

• Value– Why should I go?

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TV Meets Digital

• “We don’t want any ‘dead ends’ — the conversation should be ongoing and cross-platform.”

• Curtis Hougland, founder and CEO of Attention

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source

Tracking Media Trends

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source

Social Platform Demos Vary

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41reference

Facebook Targeting

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Facebook Ad API Partners

• Keyword exploration & optimization• Target exploration & optimization• Automated bidding

–Optimize against cost per Like, vs. CPC, CPM, CTR

–Reduced campaign management fees

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Platforms: Twitter

Twitter Handle Roundup

• Who has a Twitter account?• What is the handle?• How do you use Twitter?

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Tweetcloud (Nov 2011)

Tweetcloud (Nov 2011)

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#HashCloud

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Twitter Ad Opportunities

Promoted Trends

Promoted Accounts

Promoted Tweets

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reference

Promoted Trends

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Promoted Trends

• Limited geography targeting• One advertiser only• Not a low cost endeavor

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Promoted Accounts

• Auction based

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Promoted Tweets

• Cost per engagement auction– Click, favorite, retweet or reply

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TwitterCounter Featured Placement

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StumbleUpon Opportunities

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Success?

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SMCKC: Breakfast with Scott Monty

September 2, 2011Union Station

Contact

Dustin JacobsenVP, Social Media & TechnologyBarkleydjacobsen@barkleyus.com(816) 423-6063

@dustinj

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