Earned Media Relations: Alive and Well — and Driving Influence | Jennifer Risi

Earned Media Relations: Alive and Well — and Driving Influence | Jennifer Risi.

Five years ago — during the height of the social media marketing revolution — many experts predicted the end of earned media — influence gained through non-paid channels.

Fast-forward to today and earned media is more important – far more influential — than ever before for brands — large and small. As we enter the mobile-first age, media is a constant companion for consumers and consumers are increasingly seeking authentic and original sources for news and content. Earned media is what customers tweet about [such as: “The best new product ever”], and it often receives myriad retweets and favorites. In another valuable form, earned media is consumed through tried and true traditional sources such as newspapers, broadcast and magazines read each and every day.

In 2015, social media networks will rapidly decrease the organic reach of a brands’ content — despite the number of fans, followers and engagement. Without an ad-buy, brands will become virtually invisible on these social platforms.

Against this backdrop, earned media is and will remain a key channel to influence others – informing, educating and driving decisions. The concept of “earned” media — however — no longer just applies to traditional media outlets — with a similar “active” approach required in effective social media engagement and content marketing.

Five years ago, Facebook and Twitter were the new vehicles to promote brand stories. In 2015 both channels will become paid publishing platforms — creating the age of Facebook Zero and Twitter Zero. Today, the organic reach of the branded-content published on these platforms will hit zero — making “earned media” more essential than ever.

In addition to driving influence, earned media activities can also help to drive business outcomes on behalf of our clients. But these days it has to work a little harder to make the “sale.” For example, in 1994, it took seven touch points to convert a prospect into a sale. In 2014, it took up to 20 touch points. Today, media relations generates impactful touch points, significantly increasing word of mouth, which is the highest converter of sales/action. Word-of-mouth recommendations from friends and family are still the most influential, as 84 percent of global respondents across 58 countries to a Nielsen online survey said this source was the most trustworthy.

Today’s modern media relations, defined
Multi-Platform Content is King. Video is the most valuable tool as people process video 60,000 times faster than text. Every media campaign today should focus on a strategic mix of traditional media, social media engagement and content to drive influence, decisions and desired outcomes.

In conclusion, the more the art of media relations changes — the more it stays the same. Our industry also has become resourceful at mining and converting data into storytelling, and using multi-media content will create more impactful placements. While digital has provided challenges and opportunities for brands, one constant remains: Earned media is alive and well — and driving influence one story at a time.

2015-01-21-altimeter.png

Havas Earned Media : Publiek Creëren !

Havas Media Group België creëert Havas Media Earned in het kader van haar strategie die steunt op de drie pijlers van de organisatie: media, data en inhoud.

De missie van Havas Media Earned is om inhoud te creëren, op maat gemaakt en klaar om gedeeld te worden door influencers en fans van het merk.

De leiding van Havas Earned Media is toevertrouwd aan Françoise Raes (15 jaar redactionele ervaring voor onder andere La Libre Belgique, Marie-Claire en de RTBF).

Françoise Raes: « Influencers, consumenten, fans en journalisten zijn allemaal communicatiedragers die erg betrouwbaar zijn voor de opbouw van merken en de promotie rond hun producten en diensten ».

Havas Earned Media stelt merken voor om hun communicatiestrategie te ondersteunen met het beheer van sociale distributiekanalen bestemd voor professionelen en het grote publiek (identificatie van de influencers, conversatie op sociale media beheren, crisiscommunicatie management).

Via het concept van de Social Newsroom wil Havas Media Earned de sociale communicatie van merken in real time centraliseren en inhoud creëren die bestemd is om ‘right on time’ gedeeld te worden met een specifiek doelpubliek, ofwel tijdens belangrijke evenementen ofwel in een continue communicatiemanagement.

Hugues Rey (CEO Havas Media Group): « Het success van content management in real time hangt aan de ene kant af van zijn integratie in Paid-Owned-Earned waar wij al meer dan 4 jaar vertrouwd mee zijn, en aan de andere kant van een intelligent gebruik van de data om het publiek en de relevante momenten te identificeren. De Social Rating Point ontwikkeld door Havas Media is een perfecte illustratie ».

86% des premières marques mondiales sur Instagram | Viuz

86% des premières marques mondiales sur Instagram | Viuz.

source: http://www.viuz.com/2014/10/30/86-des-premieres-marques-mondiales-sur-instagram/

D’après la dernière étude de Simply Measured , 86% des top marques mondiales du classement Interbrand sont aujourd’hui présentes sur Instagram contre 71% il y a un an. Le nombre d’engagement sur les marques a également doublé en un an.

Instagram compte désormais plus de 200 millions d’utilisateurs et 60 millions de photos postées quotidiennement.

Selon l’étude qui a analysé plus de 6000 posts de marques, 73% des marques postent au moins une photo et une vidéo par mois. Un chiffre en hausse de 35% depuis 2012.

En termes de fréquence La plupart des marques postent entre 10 et 20 fois par mois, qui est la catégorie de posting qui a connu la plus forte augmentation en 2014.

Hausse de l’engagement

L’engagement sur les posts de marques s’est également considérablement accru en deux ans. Il est passé de 3,648 likes et commentaires en 2012 à plus de 18,822 aujourd’hui.

Chaque post suscite en moyenne 216 commentaires (50% sont publiés dans les premières 6 heures et 75% dans les premières 48heures). L’étude précise que les posts les plus performants ont une durée plus longue et atteignent 50% du total de leurs commentaires au bout de 13 heures.

Handle et Hashtags les bonnes pratiques

L’étude note par ailleurs que les légendes de photo mentionnant un Handle (@mention) recevaient 56% d’engagement en plus même si seulement 32% des marques les utilisent. Par ailleurs 91% des marques utilisent les hashtags #. Ils procurent en moyenne 12,1% d’engagement en plus.

Autre enseignement de l’étude, les hashtags de Localisation utilisé dans les posts génèrent en moyenne 73% d’engagement en plus.


En savoir plus sur http://www.viuz.com/2014/10/30/86-des-premieres-marques-mondiales-sur-instagram/#oPrPh2rkx0ovPLAf.99

Like2Buy: seamlessly allows Instagram users to make purchases items liked on your feeds.

Communications and sales channels are blurring – extract from CNBC: http://www.cnbc.com/id/101948093

Target, Nordstrom make Instagram shoppable.

Attention fashion lovers: It just got easier to shop on Instagram.

Both high-end department store Nordstrom and big-box retailer Targetare teaming up with Curalate, a visual marketing and analytics firm, to launch Like2Buy, a platform that seamlessly allows Instagram users to make purchases when they see an item they like on their feeds.

Nordstrom's Instagram page.

Source: Nordstrom’s | Instagram
Nordstrom’s Instagram page.

The concept is dangerously easy: By clicking on the retailers’ profile pages, users can bring up a gallery of shoppable Instagram photos, and click through to go directly to the retailer’s website. There, they can read product reviews and make a purchase through the retailer’s secure page.

Users can also use a function in the Instagram gallery, called “My Likes,” to save items for later.

“We connect with more than 500,000 customers on Instagram by posting items we hope they find inspirational, beautiful and fun,” said Bryan Galipeau, social media director at Nordstrom. “Like2Buy enhances the experience for customers who want to take the next step and learn more about the great fashion we’re featuring, to make a purchase or save items for another time.”

Apu Gupta, CEO and co-founder of Curalate, said Instagram is an “amazing” platform for engagement. He cited a recent study by Forrester Research, which found that the image-driven platform delivered brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.

“There’s an enormous audience here that is very engaged in what these brands are pushing out,” Gupta said, adding that it was frustrating for both marketers and shoppers when consumers couldn’t easily purchase an item they liked. “[Like2Buy] makes it very easy for consumers to engage with a product and buy quickly.”

Although many tout the importance of brands connecting with consumers over social media platforms, they have struggled to take off as a significant revenue stream for companies. According to a recent report by IBM, only about 1 percent of visitors arrive at retail sites from social media pages.

“I think that’s been the whole reason why we were so eager to do this,” Gupta said.

Last year, Curalate launched Fanreel, a product that allowed brands to incorporate user-generated images onto their websites and product pages. About 50 brands, including Urban Outfitters and Wet Seal, launched the product, and saw the rate at which traffic from Instagram turned into sales increase collectively by about 26 percent.

Like2Buy is available to the more than 450 brands that work with Curalate, including Gap and Neiman Marcus. The individual brands need to opt in to activate the service on their Instagram pages.

The product is already live on Nordstrom’s Instagram page. It will launch on Target’s page in the next few days, Gupta said.

—By CNBC’s Krystina Gustafson

Ikea built a website inside Instagram

Ikea built a website inside Instagram | The Verge.

To help push Ikea’s intensely odd PS 2014 collection, the furniture seller’s Russian division hired ad agency Instinct to build a marketing campaign within Instagram. Navigating to the Instagram account ikea_ps_2014 on your smartphone — it won’t format correctly in your browser — will open up a “website” within the app, consisting of 12 images. The account acts as an interactive catalog, divided into Benches, Tables, Storage, Light, Textiles, and Ideas. Clicking through to view either of these images brings up a variety of tags that link to separate pages with more information on each product, such as ps_side_tableand ps_laptop_station, all similarly arranged to resemble catalog pages. It’s one of the more novel uses of Instagram as a free promotional medium, and a fun way to browse Ikea’s collection.

Social Moov synchronise les pubs TV et sociales en temps réel

Social Moov synchronise les pubs TV et sociales en temps réel.

Parce que de plus en plus de téléspectateurs sont sur les réseaux sociaux tout en regardant la TV, Social Moov lance une solution de ciblage afin de synchroniser les campagnes sur les deux fronts.

Social moov

Fort du constat réalisé par Médiamétrie qu’un français sur cinq commente les programmes télévisés qu’il regarde sur les réseaux sociaux, ce qui a donné l’expression consacrée du « second écran », Social Moov a décidé d’adopter son offre publicitaire. Spécialisée dans l’achat média sur les réseaux sociaux, elle lance la synchronisation en temps réel entre les deux supports (TV et réseaux sociaux).

Baptisée Mediamplify, cette offre est propulsée par la technologie de TVTY, capable de détecter les publicités télévisées afin de pousser des offres commerciales en ligne et ce, en temps réel. Mediamplify offre en outre la possibilité de de soumettre une publicité en fonction des discussions engagées sur Facebook et Twitter. D’après Social Moov, sa solution a eu de premiers résultats satisfaisants.

La société évoque une hausse du taux d’engagement de l’ordre de 60% en comparaison avec le ciblage par intérêt traditionnel. De rappeler que ce taux correspond au pourcentage des personnes qui ont vu une publication et qui l’ont aimée ou partagée, qui ont cliqué dessus ou qui ont ajouté un commentaire. Ce dont se vante l’agence est d’offrir la possibilité d’adapter les campagnes en temps réel, expliquant qu’un message sur Facebook ou Twitter diffusé 30 minutes après le passage d’un spot TV voit son efficacité monter de 35%.


TV pub RS



Twitter est déjà bien placé


Parmi les stratégies de synchronisations exploitables, Social Moov en recense trois grandes : la stratégie « boost » permet d’amplifier ou d’apporter un complément à son spot télévision, la stratégie « guerilla » va plutôt chercher à synchroniser son message sur celui de ses concurrents. Autre possibilité, un grand magasin multimarques peut aussi synchroniser ses publicités sur les spots publicitaires des marques qu’il vend.

« Même si votre budget publicitaire ne vous permet pas de faire de la télévision, vous pourriez utiliser les efforts de vos concurrents pour bonifier vos propres campagnes », note le spécialiste de la publicité Dialekta.

Se voulant toutefois prudent, il souligne que les résultats de l’étude susmentionnée porte sur l’industrie du divertissement et ne sauraient être parfaitement réplicables à tous les autres secteurs. A noter aussi que Twitter a récemment lancé le même type de service pour les annonceurs, « TV Conversation targeting »

Use Social Media to Build Audience Loyalty and Earned Media Potential – MarketWatch

Use Social Media to Build Audience Loyalty and Earned Media Potential – MarketWatch.

Singapore, Mar 26, 2014 (ACN Newswire via COMTEX) — Social media has changed the way people interact with one another, and also how they discover, share and use content. It has become a unique and innovative platform for broadcasters to adopt, to effectively reach out to their existing and target audiences. Social media platforms also provide opportunities for personalised engagement with each viewer to enhance awareness and build loyalty. With the advent of second screens at home, viewers are savvier than ever and fans of popular TV shows have also leveraged on social media to express their views or even create their own stories (fan fiction).

BroadcastAsia2014 speaks to Erin Dwyer, Executive Director of Digital Marketing of Starz and conference speaker at BroadcastAsia 2014 International Conference for her perspectives on social TV and social media – how this phenomenon can enhance a broadcaster’s brand and content offerings.

Benefits of a social media strategy

Broadcasters can leverage social media in a variety of ways, but the most important thing for all networks to understand is that social media is a long-term investment. If you’re in a great situation, with a pre-existing fan base, you may have quick activation capabilities. Ultimately, social is about breaking down barriers; it’s about providing accessibility, and one-on-one communication, that will lead to increased loyalty and stronger consumer relationships.

Fans reward shows and brands for considering them, and that in turn builds earned media potential. This can offset large media buying costs, or dovetail with them to increase efficiencies.

Broadcasters can use social media to:

– Build loyal fan bases, which generate word of mouth for them and their content

– Leverage earned media to compound your paid media reach

– Build valuable communities that are dedicated to your content and programming, which in turn become recurrent viewers

– Reward and engage your viewers to increase retention and weekly viewership

Integration of social media with content – challenges and opportunities

The largest challenge is being nimble. It’s vital to take advantage of timely opportunities, while navigating internal and external groups, and providing a value proposition that everyone can support.

Social is still a very new marketing initiative; in fact, in its truest form it’s not really ‘marketing’ but community evangelism. Moreover, it’s changing every single day, so communicating all those evolutions, and their impact on strategies, is a sizeable challenge. However, I think the entertainment category has the greatest opportunity in social. After all, which other category has natural ‘super fans’ who live and breathe for characters, quotes, actors and shows? Many marketers are forced to create content that’s valuable or interesting about their services, or packaged goods brands. Entertainment is ripe with content that is already valuable; the greatest opportunity lies in how you package, leverage and provide this content to your communities.

Important strategies for enhancing content offerings

First and foremost, you must leverage existing fan bases and influencers. You should engage and encourage your super fans, and also create unique experiences for your communities; feed them the content story you want your fans to share. Use your metrics and listen to what is resonating with fans; they will always tell you what they want. And, complement your content with paid social media campaigns to create larger reach, and in turn, boost high performing content.

Finally, you’re in the business of content creation. You should continue your value proposition in social by providing complimentary and parallel social content.

Monetisation of social media – is it possible?

Monetising is possible, but it’s also a means of redefining what that word actually means to your organisation. If you have access to your consumer or subscriber base, you can likely develop a cost of retention model; one that shows how your investment in social media has helped retain more consumers than before you participated in it. However, I think social media, at its core, is less about direct monetary gain and more about the perception of your brand. You can empower your fans to tell the story for you, and thus build loyalty through authentic communication.

Earned Media ? Cookoo strategies ? Dell XPS 15 Laptop Ad Accidentally Combines Mac OS X and Windows 8

Une vidéo du constructeur d’ordinateur Dell, reperée par le site TheVerge, est en train de faire le tour de la toile… Son ordinateur portable, le XPS 15, serait capable (si l’en on croit la publicité) de faire tourner simultanément les systèmes d’exploitations de Microsoft et d’Apple.

Exploit juridiquement répréhensible car Apple n’autorise pas l’utilisation d’OS X sur des machines autres que ses propres Mac. D’ailleurs, la firme à la pomme a plusieurs fois entamé des poursuites judiciaires contre toute pratique détournant son système d’exploitation sur des machines non autorisées. Cela à un nom : le « Hackintosh ».

More ? http://belgium-iphone.lesoir.be/2014/02/05/leffroyable-erreur-de-dell-une-pub-avec-mac-os-dedans/

Media Halo : Le Paid, Owned, Earned à l’heure du digital

A partir d’une analyse critique des modèles actuels du Paid, Owned, Earned, Kantar Media│News Intelligence a développé son propre modèle « le Media Halo » afin de refléter le développement des médias sociaux en tant que partie intégrante de la stratégie des médias numériques.

Il se distingue en plaçant tout d’abord la brand experience, l’expérience de marque, en son centre et reconnaissant ainsi l’interconnectivité du paysage médiatique. Il intégre ensuite les extensions sociales du Paid, Owned et Earned, en démontrant le potentiel des médias sociaux qui offre aujourd’hui la possibilité d’amener la marque au-delà des limites de la communication traditionnelle.