Nick Burcher

Paid, Owned, Earned

Maximising Marketing Returns in a Socially Connected World

• Broschiertes Buch

Produktbeschreibung

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.

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Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 296
• Erscheinungstermin: 27. März 2012
• Englisch
• Abmessung: 234mm x 156mm x 17mm
• Gewicht: 453g
• ISBN-13: 9780749465629
• ISBN-10: 074946562X
• Artikelnr.: 34012477

Autorenporträt

Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, part of the world's largest media services group, Publicis Groupe. He has worked across the whole spectrum of "Paid, Owned, Earned" (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presence.

Inhaltsangabe

Foreword
About this book
Introduction
'Hi, my name is Karen'
Going viral
unKaren and the spirit of HC Andersen
Denmark's a liberal country, but they're not crazy...
You can't put it back in...
'My name is Ditte'
The paid, owned, earned jigsaw
1. How the world of paid, owned, earned works Defining the elements
The Shannon-Weaver model of communication and paid media - the traditional
model of advertising
Always-on owned media - changing the way that the message is received
The changing nature of consumers - consumers as senders, consumers as
producers - and redrawing the Shannon-Weaver model
Explaining how paid, owned and earned link together
Key points
2. Listening
Soft and yielding like a Nerf ball - an introduction to listening to your
customers
Improving product and customer satisfaction through listening
Using data from Google and Facebook for actionable insight
Using listening tools
Different tools, different capabilities, different costs
Dealing with spam, sarcasm and slang
The problems with allocating language and location
How Cadbury used listening to bring back a classic chocolate bar
Using listening data to power an owned media space and drive advocacy
Using listening in crisis management
Key points
3. Content hubs and communities
Building an owned media content hub
Marketing to communities
Building bespoke, brand-specific communities
The importance of brand profiles and content hubs
The mechanics of the social graph
Configuring and managing Facebook pages
Using a content calendar to plan and manage updates
Mapping hubs and content connections
Key points
4. Content
TV advertisements as branded content
Weaving brands into the narrative rather than the advertisement break
Developing content - collaborating with the new producers
Developing content to match search behaviour
Developing content in line with trends
Developing content: harnessing the people's network
User-generated content competitions: the trade-off between earned media and
control
Just make great stuff!
Key points
5. Optimization
Discovery strategy and the principles of search engine optimization (SEO)
The rules of social media optimization (SMO)
Maximize visibility by making sharing easy
Conversion optimization and the approach of 'test and learn'
How content travels through subscription mechanisms and RSS
How social networks refer traffic and boost audience
Integrating Facebook to sites and content via Facebook Connect
Using personalization to boost sharing
The expanded range of Facebook social plug-ins
Real-world 'Like'
Key points
6. Seeding and viral distribution
The 'man in the pub' and the two-step theory of receiving
Diffusion and the role of influentials in helping things to spread
Dreams can come true - the traditional diffusion process
Identifying and reaching out to influencers
The paradox of choice and the changing role of the 'man in the pub'
Flow of influence versus flow of information
How people are connected in a networked world and what it means for the
spread of content
The rich get richer: the influence of critical mass
The role of mass media in earned media spread
Planning for earned media amplification
Using the lots-of-fires approach to drive critical mass
Performance distribution - new paid media solutions to drive critical mass
The benefits of using paid to drive earned
Key points
7. Broadcast
TV versus AV: the medium is the message - different advertisements for
different platforms
Broadcast paid media as a content gateway
TV driving always-on social hubs
How simultaneous channel viewing is creating an amplified present
TV driving conversation on Twitter
Twitter conversation driving TV viewing
Reappraising traditional TV planning - how Yeo Valley harnessed the
amplified present
Crowdsourcing the creative to build pre-launch buzz
Key points
8. Performance
Gorillas going unnoticed - the importance of relevance
How Google advertising taps the feedback loop to reward relevance
The different motivations behind why people search
Using paid search for branding and creativity
Using cookies and data to enhance the effectiveness of online display
campaigns
Using cookie data to re-target potential leads
Using 'network neighbours' to expand targeting pools
Facebook advertisements
Facebook paid media targeting options
Executing paid advertisements on Facebook
Data protection and privacy
Key points
9. Responding
How responding in a socially connected world can drive advocacy and
business results
'Engaging the enemy' - creating policies and structures in order to respond
effectively
How a proactive approach to responding can change customer perceptions
Using Facebook for real-time customer service - SAS and Heathrow
Using responding to drive earned media coverage
Responding as part of a branded content strategy
Key points
10. Measurement
Calculating the value of marketing
Setting objectives and goals
The need for multi-channel metrics
The problem with just measuring the last click
Measuring owned and earned media
Establishing the value of a fan
Expressions not impressions
Business outcomes, not virality measures - Hero revisited
Bringing it all together
Key points
Conclusion
Notes