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Maximize ad budgets with paid social content syndication
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NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Maximize Ad Budgets with Paid Social Content Syndication
May 9, 2014
Buzz Event
2
BRENNAN BROOKS
• Senior Search Manager• Certified in Google
Adwords, Google Analytics, Bing Ads
• Digitally multilingual:– Experience in a multitude
of industry verticals & channels
• Double jointed
3NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Agenda
• Integrating Paid, Earned, & Owned and Why?
• Promotional Action Plan• Distribute• Measure• Grow
• Recap/Q&A
4NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
INTEGRATING EARNED, OWNED, AND PAID MEDIA
4
5NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
DefinitionsDefinitions
Paid Owned Earned
BannerText links
Paid searchAffiliatesNative
advertising
WebsiteBlog
FacebookTwitter
YouTube
RetweetsShares
Press coveragePins
Word of mouth
6NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
…and people
Content connects brands
7NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
But content promotion is messy.
8NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Find peace with paid distributionFind peace with paid distribution.
9NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
The Promotional Plan
10NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Now what?
Sounds interesting…
11NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Reduce your paid media budget
Data
Content
Paid Media
Data
How To Efficiently Spend Paid Media Budget
Owned Media
BlogSocial
Website
Earned Media
RetweetsShares
SEO
Traffic
Sharing
Paid Media
12NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Promotional Plan
Distribute Content
To Owned MediaMeasure Content
Owned & Earned Performance
GrowAmplify what’s working
The Promotional Plan
13NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
DistributeOwned Media
14NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Build content once Build Content Once
RE-UseRE-FormatRE-Publish
15NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Make content searchable, bite-size, and shareable.
16NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Automation is not a dirty word.
Calm down.
17NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Assembling the pieces
Website
MobileSearc
hSocia
l
Assembling The Pieces
18NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Shared on socialShared on Social
19NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Optimize for searchOptimize For Search
20NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Syndicate to blogs and websitesSyndicate to Blogs and Websites
21NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Format for mobileFormat For Mobile
22NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Tools to help
Earned & Owned distribution
Mobile
Blogger Outreach
SEO
Tools to Help
23NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
MeasureOwned & Earned Performance
24NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Lots of Social Media Signals
25NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Overwhelmed with dataOverwhelmed with DataOverwhelmed with data.
26NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Monitor actionable data
Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales).
Demographic Analysis: Determine who clicked what.
Sentiment Analysis: Surface popular themes or keywords.
Monitor Actionable Data
27NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Monitor actionable data
Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales).
1. Cut non-performing content. 2. Continue with what works in paid media.3. Change and republish low visibility
stories.
Monitor Actionable Data
28NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Monitor actionable dataMonitor Actionable Data
Demographic Analysis: Determine who clicked what.
1. Discover what resonates with different social demos, and group them into persona targets.
2. Determine what content to create for each group.
3. Direct paid media to the each persona target.
29NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Monitor actionable dataMonitor Actionable Data
Sentiment Analysis: Surface popular themes and keywords.
1. Surfaces future story ideas and direction.2. Serves as a signal for future product,
sales, and marketing ideas.3. Supplies keyword and category data to
inform paid media.
30NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Earned & Owned
Demos
Website
Social
Tools to helpTools To Help
31NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
GrowAmplify what’s working.
32NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
if done incorrectly.
Paid media can be scary
33NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Promote: Proactively drive traffic
Retarget: Re-message blog visitors
Optimize: Review and refine
The Plan
34NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
The Plan
Promote: Proactively drive traffic
1. Assembling the assets• Targeting: Keyword, category,
demographic. • Content: repurpose what resonated with
earned & owned audiences2. Automate with RSS3. Add tracking link appends (example
UTM codes with Google Analytics)• Example: http://ninahale.com/?
utm_source=blog&utm_medium=display&utm_campaign=earned_owned_paid
35NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Promote: Related Articles
36NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Promote: Dynamic display ads Promote: Dynamic Display Ads
37NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Promote: Native Placements
38NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Promote: Native placements on mobile Promote: Native Placement on Mobile
39NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Retarget: Re-message blog visitors
1. Recapture visitors attention after they leave your website or blog.
2. Remarket a sequence of articles or offers.
3. Retain existing customer’s attention and share of wallet.
The PRO Plan
40NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
The PRO Plan
Optimize: Review and refine
1. Apply same technique discussed with owned media:• Content Analysis: Create a list of headlines ranked by
activity generated (clicks, retweets, sales).
• Demographic Analysis: Determine who clicked what.
• Sentiment Analysis: Surface popular themes or keywords.
2. Create or curate new content to feed the cycle.
The PRO Plan
41NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
PaidOwned Earned
Paid
Press
Content Seeding
Tools to helpTools To Help
42NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
Reduce your paid media budget
Data
Content
Paid Media
Data
Recap
Owned Media
BlogSocial
Website
Earned Media
RetweetsShares
SEO
Traffic
Sharing
Paid Media
43NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z
MAXIMIZE MEDIA DOLLARS…
44
Thank youFor more information on how to
maximize ad budgets with paid social content syndication, visit NinaHale.com
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