Earned Media Planning

Earned Media PlanningSome essentials, nuts and bolts

digital marketing strategy

&

supplying market feedback and

trends for new product

development

my job

Application of network science

Semantic Search

Multilingual Social Research

Media Analytics (Skyttle, LiveBuzz)

In a previous life…

I worked in network agencies coordinating digital marketing for

global brands

SearchDisplaySEOAffiliatesContentEmail

volume up = sales up

FOOD FASHION

GEEKSHIPSTERS

media consumption behaviours have been changing

more people are creating content

we had to reconsider our approach to media and engaging people

Stroke of genius… “…Earning Media is a not necessarily a cheap option, and is certainly more time-consuming than buying media with big networks. More importantly, Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding.

Earlier this year…

Research &Measurement

Engagement Digital Visibility

Community Management

Each area is like a box of…

You need to use tools, processes and components in order to get the final product

Research &Measurement

Engagement Digital Visibility

Community Management

Social Media Research = information to develop

strategies for community management and engagement

- Develop a monitoring and research framework

- Select an appropriate supplier and toolset

• The framework will grow as you become more proactive with social media

• Set up brand-level alerts

• Evaluate trending topics

Measurement

Google Analytics Flickr Analytics Facebook Insights Twitter Analytics Community Growth

Aggregate important numbers into a report and then monitor and benchmark them

Develop your own framework

Research &Measurement

Engagement Digital Visibility

Community management

There’s much more to it than just

responding to comments on brand

Facebook and Twitter accounts

Hardware

Company

Energy and climate change

Open Source Community

Super Users

Government

legislation

ProductInterest Groups

Where do you need to share opinions and maintain a

presence ?

You need to go searching for conversations

Seek opportunities to respond…

Efficient community management requires you to be a part of all relevant conversations wherever they may be – offline and online!

Community management is all about regular micro-interactions, but how do we really, really engage our communities and create a groundswell?

Research &Measurement

Engagement Digital Visibility

Community management

There are lots of ways to do this...

But all these approaches mean nothing if they’re not culturally relevant

Content

Co-creation

Events

Product Sampling

Forum creation

Cultural relevance is the key to engagement

Google Chrome Launch

Case Study: Edelman / Bushmills Whisky

Edelman wanted to understand the behaviour 25-43 men online in order to inform an engagement strategy

Market Sentinel agreed to research the topic “Nights Out”

Edelman was provided with an influencer map and behavioural analysis of the target audience which then went on to inform elements of the campaign’s engagement approach.

Our audience was:

- Using the web to orchestrate their social lives

- Defining their online personas by aligning themselves to brands with specific connotations

- Key interests included: Music, Comedy and Sport

We then identified groups of individuals, in each genre, to engage with

As a result, Edelman have produced the ‘Bushmills Brothers’, activity that is currently live

Bespoke content has been produced for each community with a set of ‘brothers’ for each audience which is being:

- Shared on the Bushmills Facebook page

- Used as content for exclusive partnerships with influential blogs

Research &Measurement

Engagement Digital Visibility

Community management

Increased visibility in social media = increased visibility within search results

Extra visibility creates a halo effect on awareness, traffic and interaction

It’s OK to think about keywords and tags for YouTube and Flickr

They ultimately help your ideas travel

Summary

- Create a research framework- Implement meaningful analytics and

reporting- Community management requires

time and people- Engagement campaigns have to be

culturally relevant- Apply the rudiments of SEO

Thanks for listening

Coffee and a chat?

dhiren.shingadia@marketsentinel.com

www. marketsentinel.com Twitter: @marketsentinel

Picture Creds• http://www.flickr.com/photos/vanrooy/4490213122/sizes/z/• http://www.flickr.com/photos/havovubu/3728604649/sizes/o/• http://www.flickr.com/photos/carworld/3780566252/sizes/m/• http://www.flickr.com/photos/coaxial/3277641319/sizes/o/• http://www.flickr.com/photos/ennuiislife/4803821290/sizes/l/• http://www.flickr.com/photos/joshfassbind/4683365102/sizes/l/• http://www.flickr.com/photos/noodle/2452387779/sizes/z/• http://www.flickr.com/photos/noodle/2452389453/sizes/z/• http://www.flickr.com/photos/candiedwomanire/15899841/#• http://www.flickr.com/photos/localsurfer/249946831/sizes/l/• http://www.flickr.com/photos/candiedwomanire/15899841/sizes/l/• http://www.flickr.com/photos/neychurluvr/4875012490/sizes/l/• http://www.flickr.com/photos/e-ta-i/6148059/sizes/z/• http://www.flickr.com/photos/smiling_da_vinci/3119002/• http://www.flickr.com/photos/freeparking/2128545230/• http://www.flickr.com/photos/talhoffestival/5080717337/• http://www.flickr.com/photos/manitobamaps/2198819258/• http://www.flickr.com/photos/danielavladimirova/3693571249/sizes/o/• http://www.flickr.com/photos/stevendepolo/3747916256/• http://www.flickr.com/photos/henrik_larsson/3274345926/sizes/o/