How to Earn Media in a Social Media World
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1 How to Earn Media in a Social Media World Doug Simon President & CEO D S Simon Tim Haslam Managing Director, Principal SWNS Media
2 Are You Using Social to Drive Earned?
3 Media Outlets Are Using Social Networking Sites to Find Content % 74% 92% 72% 83% 71% Television Radio Newspapers Magazines Website Producers Bloggers
4 Facebook and Twitter Top the List of Social Networking Sites Journalists Use to Find Content % 92% 59% 59% 39% 23% 19% 15% 7% Facebook Twitter YouTube Instagram Linkedin Google+ Pinterest Snapchat Vine
5 The Challenge to Earn Media It's harder than it used to be to earn media % In-House Communications Team 77% Agency It's harder/much harder
6 The Agency/Brand Disconnect Agencies are satisfied with their team s ability to earn media placements for clients on: % 92% 83% TV/Radio Online/Blogger Print Somewhat/very satisfied
7 The Agency/Brand Disconnect Brands are frustrated with both their agency s and inhouse team s ability to earn media on: % 64% 45% 48% 55% 58% 10 0 TV/Radio Online/Blogger Print Frustrated with Agency Frustrated with their team
8 The Agency/Brand Disconnect Agencies find client insistence on a more commercial messaging limits ability to earn media % 20 0 Sometimes/Often
9 The Power of Video Digital Producers Use Third-Party Video Unedited Use Outside Video 71% 80% Use Full Video
10 The Power of Video Increasing Earned Media Placements Will Improve ROI % In-House Communications Team 97% Agency
11 The Power of Video Tell A Story Gee wiz moments Memorable images Emotion Humor Well Crafted Connected to Distribution/Viewership Spokesperson vs. Influencer
12 Big Events
13
14 Trade Shows Thought Leadership
15
16 Media Content
17
18 Trade Show
19 Are You Using Earned to Drive Social?
20 Media Content
21 Media Content
22 Media Content
23 Media Content
24
25 Effective Tools Media Tours Custom Content Packages Digital Press Conferences
26 Network Executive Model Audiences Programs Channels TV/Radio Online Social
27
28 Meet The Family
29 case study Intrepid Travel Brief: Client wants to raise overall awareness of their business with a focus on their tours of famous American landmarks offering. Challenge: PR surveys Consumer research Infographics Branded content News copy writing
30 Solution: Topline Concept case study Intrepid Travel What do Americans know about where the country s most famous landmarks are located? PR surveys Consumer research Infographics Branded content News copy writing
31 case study Intrepid Travel Key data from survey 57% misplaced the Grand Canyon 17% thought the Space Needle was in Florida Only 30% know where Yellowstone National Park is 40% don t know where Mount Rushmore is PR surveys Consumer research Infographics Branded content News copy writing
32 case study Intrepid Travel Story assets: IG & Video PR surveys Consumer research Infographics Branded content News copy writing
33 Results Intrepid Travel PR surveys Consumer research Infographics Branded content News copy writing
34 Results Intrepid Travel PR surveys Consumer research Infographics Branded content News copy writing
35 Results Intrepid Travel PR surveys Consumer research Infographics Branded content News copy writing
36 Results Intrepid Travel PR surveys Consumer research Infographics Branded content News copy writing
37 Results Intrepid Travel PR surveys Consumer research Infographics Branded content News copy writing
38 Broadcast Media Like Our Stories Too PR surveys Consumer research Infographics Branded content News copy writing
39 earned editorial project process brief brainstorm write survey run survey analysis write copy visual assets sign-off distribution PR surveys Consumer research Infographics Branded content News copy writing
40 Our Top 3 Tips Work Backwards Story 1 st 15 pars 1 good stat for each Add visuals / IG / Video Don t be greedy! PR surveys Consumer research Infographics Branded content News copy writing
41 Key Takeaways 1. Ask what a journalist would think of your social content 2. Engage key publics in the content of your video 3. Repurpose earned media to feed and drive you social eco-system 4. Customize your content 5. Have a distribution plan in place before starting production 6. Agency and brands should talk (honestly) to each other please
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