What kind of media do marketers need to invest in to be successful at earned media, as in blog mentions, non-advertising? To succeed at earned media (giving people brand experiences that they willingly share, think viral), marketers have to invest in paid media (such as advertising), too. But, things are changing because the social media climate is constantly evolving. Questions need to be asked:
- Is it still wise to buy portals, or does buying inventory on an ad exchange for niche targets provide better ROI?
- How has the practice of seeding changed with the explosion in new platforms, from Twitter to mobile?
This OMMA Social panel looked at how to convert dollars into social media-generated distribution.
Moderator Alan Wolk, Managing Director, Social Media Strategy, KickApps
Tom Troja, Founder, Social Symphony
- What is “earned” is hard to define, paid is well-defined, because it’s an older model. Extending the old model into “earned” is too limited. Need people to co-create media.
- We don’t have to wow you; we want you to feel closer to our brands. If you’re going just for entertainment, you are missing something. Follow more of a consultative sales model.
Kristine Shine, VP, PopSugar Media
- PepsiCo is using both earned and paid media to bring brand to a new level.
Tom Troja, Social Symphony
- One of best things Pepsi did that was earned was not buying Super Bowl ads
Josh Warner, President, Feed Company
- You have to earn it: No one can can guarantee a viral video, a video may have potential.
- Level of branding affects engagement level: Don’t overdo it.
- Can package around the content, you don’t have to push the brand too hard.
- “Unbuttoned Films” sponsored by Levis: People 4 times more likely to share engagement content when not pushing brand overtly.
Tom Troja, Social Symphony
- Brands need to be ahead, not put themselves at the forefront of the conversation.
- When people think about “joy and happiness,” they think of BMW, thanks to that campaign.
Kristine Shine, PopSugar Media
- PR firms are ahead of agencies when it comes to balancing paid and earned media.
- Barbie Facebook posts: “Barbie & Ken are driving up to Malibu to go to the beach, what should she wear?” You should see the engagement!
- Have you ever heard the term “Prom King Brands”? Like Pepsi, Starbucks, Nike, etc.? Actually a pretty good description.
Josh Warner, Feed Company
- Viral will be a retired term next year, it’s really about creative marketing.
- Whether it’s paid or earned, it’s going to cost money, so budget for it.
Richard Jalichandra, President & CEO, Technorati Inc.
- Earned media is more likely to be evergreen, last longer.
Brands should work on creating a strong brand in the mind of the consumers and balance energy and money between earned and paid media. For more on influencing earned media makers, join us at Newport Interactive Marketers next gathering.