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This presentation was given to the Council of Public Relation Firms in Washington, DC. It aims to shift the thinking of how PR firms and journalists should approach earned media in a digital, Web 2.0 environment.
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Earned Media in a Digital World
March 11, 2009
Earned Media is...
Earned Media is... A view
Earned Media is... A viewA vote
Earned Media is... A viewA vote
A retweet
Earned Media is... A viewA vote
A retweet A comment
Earned Media is... A viewA vote
A retweet A comment
A subscriber
Earned Media is... A viewA vote
A retweet A comment
A subscriberAn incoming link
Earned Media is... A viewA vote
A retweet A comment
A subscriberAn incoming link Earned eyeballs
Earned Media is Buzz.
So how do you get it?
1. Start with a Plan.
2. Put someone digitally
savvy in
charge.
1. Start with a Plan.
3. Get the Tools.
2. Put someone digitally
savvy in
charge.
1. Start with a Plan.
4. Listen and Engage.
3. Get the Tools.
2. Put someone digitally
savvy in
charge.
1. Start with a Plan.
4. Listen and Engage.
5. Create Content.3. Get the Tools.
2. Put someone digitally
savvy in
charge.
1. Start with a Plan.
4. Listen and Engage.
5. Create Content.
6. Be Honest and Transparent.
3. Get the Tools.
2. Put someone digitally
Savvy in
charge.
1. Start with a Plan.
4. Listen and Engage.
5. Create Content.
7. Be Authoritative and Passionate.
6. Be Honest and Transparent.
3. Get the Tools.
2. Put someone digitally
savvy in
charge.
1. Start with a Plan.
2. Put someone digitally
savvy in
charge.
1. Start with a Plan.
4. Listen and Engage.
5. Create Content.
7. Be Authoritative and Passionate.
6. Be Honest and Transparent.
8. Be Consistent and Patient.
3. Get the Tools.
When the Post is Special: Go the Extra Mile
It begins with the post...
It begins with the post... A DIGG
It begins with the post... A DIGG
A Reddit
It begins with the post... A DIGG
A RedditA shout
It begins with the post... A DIGG
A RedditA shoutA tweet
It begins with the post... A DIGG
A RedditA shoutA tweet
A request to RT
It begins with the post... A DIGG
A RedditA shoutA tweet
A request to RTA note to a listserv
It begins with the post... A DIGG
A RedditA shoutA tweet
A request to RTA note to a listserv
Blogger relations
Example: “Ask Helen”
Come Up With New Content
Come Up With New Content
What: A video series with Helen Thomas where I crowdsource questions for her via social networks. I then present each to her sitting inside her cubicle and capture the responses on my Flip camera.
Use Multiple Platform Delivery
Use Multiple Platform Delivery
How: When the video is uploaded, I go the extra mile and pass out the URL using all of these distribution channels.
Engage in Conversation
Engage in Conversation
Next, I engage with the viewers, respond to their feedback and thank them for the ideas.
Measure for Spikes. Measure for Engagement.
Measure for Spikes. Measure for Engagement.
And Continue Testing New Ways to Create Content, Format it, and Distribute.
And Continue Testing New Ways to Create Content, Format it, and Distribute.
Finally, I measure what the top referring sites to better inform my content and outreach next time around.
Thank You.
Erica Anderson is a new media producer/reporter. Her work has appeared on MTV, CNN, Associated Press, USA Today and more.
Email: [email protected]: @EricaAmericaWeblog: www.EricaAmerica.com
