Finding and Harnessing What’s Next in Earned Media

To increase the value of their earned media relationships, brands will better partner with customers to create improved experiences and engagement by collaborating on real things with more meaning than a tweet.

The above video interview is from the Effie Awards judging event in NYC.

Sponsored by
brands, agencies, social marketing, online video, tumblr, pinterest, facebook, youtube, content marketing, consumers, eyeballs, display advertising, ana, association of national advertisers, iab, 4as

To increase the value of their earned media relationships, brands will better partner with customers to create improved experiences and engagement by collaborating on real things with more meaning than a tweet.

Craig Elimeliah, RAPP’s Director of Digital and Emerging Technology, sees similarities of practice by many brands on the more established channels, such as Facebook, Foursquare and Twitter. Hence, he’s looking at the social and emerging technology spaces to identify those that are less obvious.

There are lots of “in the wild” insights on curation sites to be mined on how brands are perceived and, on platforms such as Pinterest, purchase intent. These can inform cross-platform strategies for brands to foster cocreation of content and the resulting reaggregation by consumers to their social networks. Elimeliah sees brands giving people tools to build products and utilities that help tell brands’ stories in ways they could not do on their own.

In the interview, Elimeliah presents how RAPP has helped rebrand Humana from the insurance space to the wellness space using both traditional and alternative media streams and methodologies.

Metrics 101 — Understanding and Using Measurement Data

Online professional development courses for media, publishing and advertising professionals.

This Interactive Advertising Bureau seminar, taught by experts from Nielsen, is now available to purchase.

This seminar teaches the basics of online metrics and measurement, and how this environment differs from traditional broadcast or print media in terms of media planning and buying. It provides an overview of the common metrics used online, including uniques, impressions, and clicks, with the uses for each.

Panel-based and server based methodologies will be contrasted, and pros, cons, and issues for each reviewed.

Led by The Nielsen Company, this class can help address the following questions:

  • What are the fundamental terms for online media planning, buying and execution? Get a rich understanding of Internet terms ranging from uniques and reach to impressions and cookies. Compare and contrast to traditional media terms and create an understanding of reach and frequency online.
  • Why is it important to understand the distinctions between panel information, web analytics data and third party ad server information? How do these distinctions impact estimates in the online marketplace?
  • How can publishers and agencies leverage these metrics to help convey a strong value proposition to clients?

Targeted to mid-level and junior ad sales staff and media planners; particularly those transitioning from traditional media to digital landscapes.

Go to the IAB professional development portal.

Closing the Deal with Data: Using Research to Sell

This course is now available to purchase online. Watch a sample of the almost 3 hour Interactive Advertising Bureau seminar.

This course is now available to purchase online. Watch a sample of the almost 3 hour Interactive Advertising Bureau seminar above.

Taught by experts from Hitwise and Scripps Networks

With an ever increasing number of new sites emerging weekly and tight advertising budgets, it is becoming more important than ever to know how best to position the value of your site. This course will cover how to navigate the myriad of metrics available to tell the best story that makes you stand out from the crowd.

One of the most valuable assets of your website is the audience that visits regularly to engage with your content, and understanding who they are and their preferences can go a long way during a sales pitch. Participants will gain an understanding about how to leverage research to convey a strong value proposition to potential advertisers, guidance on how to get the most out of in-house research teams, and some “tricks of the trade” to write winning RFPs.

Social Media Marketing Case Studies

What’s the value of each incremental fan on facebook, or the number of tweets that mention @yourbrand? Paid, owned and earned media in a social world.

When marketers respond to questions about their social media initiatives, they have one common theme: driving traffic to the corporate web site is really important. But what other metrics do marketers value? Do they even know what to value?

What social actions does a brand value? Installs of a branded widget? New facebook fans? Video views? Comments about a brand? Engagement actions such as submissions to Pepsi’s DEWmocracy challenge? Votes, thumbs up or starred ratings? Interaction with a rich media ad unit? Or good old-fashioned clicks?

What’s the value of each incremental facebook fan for a brand such as Coke? Are those people signaling their brand loyalty? Making it clear that you best not offer them a Pepsi or an RC Cola on a hot summer day? Are they influencing their friends to buy more Coke on the next trip to Super Stop and Shop or CVS (note, I could find neither retailer on Twitter)?

There are 5,000 brand mentions on twitter every minute. And a whole lot of marketers are listening and trying to make sense of the chatter. What’s the value of tweets and retweets that mention @yourbrand?

Marketers use social media to listen (e.g. monitor what people are saying about the brand on twitter), engage (respond to people talking, create opportunities for brand loyalists to connect with the brand), and earn media (unsolicited positive mentions of the brand by consumers).

A typical social media strategy has a paid, earned and owned media component.

In a recent IAB seminar (available online shortly), Secrets to Success in Social Media, taught by Nichole Goodyear of Brickfish, Peter O’Sullivan of Buzzlogic, Geoff Ramsey of eMarketer, Pete Spande of Federated Media and Anna Banks of Organic, marketers are advised to follow a few basic guidelines.

  • Listen – understand what you are listening for (complaints, trends, competition) and make it actionable.
  • Follow the leader – separate noise from meaningful conversations. Find and follow your most important customers.
  • Add value to conversations your customers enjoy, want or need to have with you. What are the assets you can bring to the table to add value to the consumer experience.
  • Leverage the Medium Take advantage of the connections that naturally happen between the different platforms. For example, when someone posts a video to Youtube, pulls it into facebook and tweets about it.
  • Engage your customers in conversations they want to have, not conversations YOU want to have (such as pounding on the features and benefits of your products and services). Go to where consumers are already having conversations (such as a blog, facebook, twitter). Be open to direct conversations with your audience. Bring a personality. Some consumers will say bad things about your brand (take a deep breath). Some will say nice things. They may even defend your brand.
  • Be Transparent. We’re in the era of authenticity.
  • Think of your brand and messaging as an ongoing conversation, not a flighted “call to action”. It’s not a “campaign” which lasts three months. Take a long term view.
  • Aim to develop and implement your social media strategy holistically. It should encompass your entire organization and all the touch points a consumer has with your brand. Break down the silos in your company (research, legal, product development, customer service, sales, pr, marketing).