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DS Lecture 7 1920
Earned media refers to word-of-mouth promotion and user-generated content that is shared organically. Emotional, visual content is most likely to be shared, especially content that is amusing, moving, inspiring or shocking. Effective earned media strategies identify influencers and craft messaging that will be valuable to their audiences. The most shared types of content in the UK are photos and videos shared among family and friends on Facebook, Twitter, and Instagram.
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DS Lecture 7 1920
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- 2. WARC, 2017 Earned mediais what consumers do on behalf of a brand word of mouth advocacy social media activity
- 4. where does itwork? CMI, 2017 the CMI propose that it is great for the top of the funnel… …earned media is recognition and reward …generating new leads
- 5. Google call thisthe Zero Moment of Truth…
- 7. Blades, 2017 a shiftin focus from ‘share of voice’ to ‘share of experience’ considering all customer touchpoints across the journey what are the category touchpoints? not just reach and share, but impact, relevance and positivity
- 8. What approach shouldbe taken? ‘earned media’ can be planned… ‘surprise, inform and front-load’ earned media needs to be ‘pushed’, use a ’burst’ …be newsworthy, be cool, use stunts or celebrities Field, 2016, Sirkin and Barwhani, Pessin and Weaver, 2017 integration with online and offline is vital, syncing with live TV drives participation
- 9. an original creativeis needed… Field, 2016 video is beginning to dominate… (almost 75% of social sharing is video) Do you adopt a top-down (brand driven) or bottom-up (customer driven strategy)? cause or story? short-term tactics support sharing
- 13. To make contentshareable we need to… think, how will this help or entertain? ask, why will they share? we need to make it emotive… …or how will it inspire? (twitter, 2019)
- 14. The sharing ofstories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Psychological Science Journal, 2011
- 15. a good storywill… …make me care, why should I give up my time? …take me with you, on a journey …be intentional, have a drive or a goal …let me like you, be relatable so we can empathise …delight me, make me forget myself Stanton, 2013
- 16. so… what encouragessharing? Emotive content can be… amusing moving illuminating inspiring shocking cute sexy frustrating controversial scary Uganec, 2017
- 17. Shontell, 2017 Emotions evokedfrom the 10,000 most shared articles online
- 21. there are sixtypes of sharers… the careerist the hipster the altruist the boomerang the selector the connector New York Times, 2011
- 22. Three rules… (CMI,2017) …cultivate influencers ..craft your pitch, why is it valuable to their audience? …engage your fans and advocates …participate in live events …and engage with your online audience during them ..who talks about your brand?
- 23. Choosing influencers… …right contextfor the brand …do they drive action? …reach, who’s their audience? …focus on the ‘power middle’, 2.5K – 25K followers, 16X higher engagement than paid media – better than macro and micro? Kissmetrics, Nielsen, MSLGroup, Social Chorus, twitter,com 2019
- 24. Leading social networksby share of website visits* in the United Kingdom (UK) as of June 2019 Leading social networks by share of visits in the United Kingdom (UK) as of June 2019 Note: United Kingdom; June 2019; includes desktop, mobile, tablet and console use. Further information regarding this statistic can be found on page 8. Source(s): StatCounter; ID 280295 59.57% 17.19% 15.61% 2.59% 1.93% 1.91% 0.64% 0.42% 0.07% 0.04% 0.01% 0.01% 0.01% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Facebook Twitter Pinterest Instagram YouTube Tumblr reddit LinkedIn VKontakte news.ycombinator.com Vimeo Fark Other Share of visits 2 What platforms are used in the UK… Statista, 2019
- 25. What platforms areused in the UK… Lightspeed/Mintel, 2019
- 26. What’s shared themost in the UK… Lightspeed/Mintel, 2019 Photos/images… 46% Video… 21% Text posts… 26% Product Information… 12% Other articles (news, sports)… 14% Entertainment articles (TV, celebrity)… 14%
- 27. 0% 20% 40%60% 80% 100% 120% Photos/images Other text posts (eg statuses, tweets) Videos Information about products Other articles (eg news, sports) Entertainment articles (eg TV, celebrity) Quizzes/polls Audio (eg podcasts, songs) Promotions from brands (eg retailers, services) 1 2 3 Not selected What’s shared the most in the UK… Lightspeed/Mintel, 2019
- 28. Types of contentby platform in the UK… Lightspeed/Mintel, 2017
- 29. Reasons for sharingcontent in the UK… Lightspeed/Mintel, 2017
- 30. Where does theshared content come from… Lightspeed/Mintel, 2017 Family and friends… 74% Facebook, 65% Twitter, 69% Instagram Brands… 14% Facebook, 20% Twitter, 21% Instagram News media… 39% Facebook, 50% Twitter, 47% Instagram Influencers… 13% Facebook, 18% Twitter, 23% Instagram
- 31. Facebook… Thursday andFridays, Friday is the ‘happiest’ day, sharing from 1PM, clicks from 3PM, no later than 9PM Instagram… Mondays! Interaction increases after work hours (to 33%) When should we share… Twitter… Monday to Friday for B2B, Weekends and Wednesdays for B2C, 12noon – 6PM highest CTR, 5PM highest Retweets LinkedIn… Tuesday – Thursday, 7-8AM, 5-6PM Patel, QuickSprout, 2019
- 32. Pulling it together… …bepositive, it’s more likely to be shared …be topical and timely …emotional content is important, the audience needs to feel …be visual, start strong, develop long-form or evergreen …remember search! Banner, CMI, Uganec, 2017
Editor's Notes
- #9 Maximise exposure, support with paid media effort… make sure there’s quality
- #22 Altruist – helpful, reliable, thoughtful Careerist – for business networking purposes Hipster – creative, young, popular, need to be first Boomerang – need a reaction and to feel validated Connector – creative, flexible, build networks Selector – resourceful, caring, thoughful