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Speaker: Pete Spande, Chief Marketing Officer Federated Media
Citation preview
Paid I Owned I Earned
Federated Media Publishing Confidential and Proprietary
Earning an audience in real time
Your message Here!
Your message Here!
“I need an earned media strategy!”
Owned
Earned
Paid
Owned
Earned
Paid
THAT AUDIENCE TAKES A VARIETY OF SOCIAL ACTIONS ON CONTENT, sharing it to their social graph.
THAT AUDIENCE TAKES A VARIETY OF SOCIAL ACTIONS ON CONTENT, sharing it to their social graph.
INTEREST EARNS AN AUDIENCE
SOCIAL ACTIONS BRING CONTENT LINKS TO A NEW AND EXPANDED AUDIENCE, increasing the Projected Audience Reach.
SOCIAL ACTIONS BRING CONTENT LINKS TO A NEW AND EXPANDED AUDIENCE, increasing the Projected Audience Reach.
PROJECTED AUDIENCE“EARNED MEDIA”
THAT PROJECTED AUDIENCE DRIVES “EARNED” TRAFFIC BACK TO CONTENT THROUGH CLICKBACKS ON POSTS AND SHARED URLS. We call these clickbacks Social Landings.
THAT PROJECTED AUDIENCE DRIVES “EARNED” TRAFFIC BACK TO CONTENT THROUGH CLICKBACKS ON POSTS AND SHARED URLS. We call these clickbacks Social Landings.
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THE NATIVE SITE AUDIENCE - comprised of loyal readers, natural search, and various syndication sources – views content.
THE NATIVE SITE AUDIENCE - comprised of loyal readers, natural search, and various syndication sources – views content.
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CONTENT MAKES GREAT AD CREATIVE
(Social) SearchSocial Networks
Syndication
Mobile
CONTENT MAKES FRIENDS, STRANGERS, AND EXPERTS YOUR CHAMPIONS
Blogs and Microblogs
WHICH PAYS YOU BACK IN OTHER WAYS
SEARCH RELEVANCE (#1 in organic search ranking)
REBLOGGING
SOCIAL RELEVANCE
Earned media isn't a replacement for paid advertising
Each piece of content is a sentence of a story rather than the entire book
Make it easy to share content in numerous ways
Give your content a home base you own
Your content strategy will evolve as the conversation evolves
THANK YOU