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PAID AND EARNED MEDIA:

                               Building an Integrated Strategy
                               How Marketers can set themselves up for social media success with
                               an integrated approach


Written by Sarah Sikowitz, VP, Group Media Director, & Matt Wurst, Director of Digital Communities



    Executive Summary
The social media space is becoming increasingly crowded as more brands and people engage on the
various platforms. According to industry estimates, fewer than 10% of a brand’s Facebook fans see
content that is posted by the brand. Eager to connect with and engage their target consumer, brands are
fighting for attention in this fragmented and crowded space, and can no longer rely on smart content
distribution alone to drive engagement and organic fan acquisition. As a result, it’s important for brands to
look to paid media as an integral part of overall community strategy.

This report outlines how brands should begin to think about a strategy that integrates paid and earned in
order to maximize their opportunity across social channels.
The Benefits of Paid and Earned Integration
There are several benefits to an integrated approach to managing paid and earned media:

    ?   Paid media can help grow an audience that is more likely to engage. Paid media can be used to
        drive community growth. Facebook, Twitter and other social platforms offer both the insights and
        targeting capabilities needed to deliver ads to the people that are most likely to join a brand’s
        community and even to those who are most likely to take action once they join.

    ?   Earned media content can increase interaction with paid efforts. Communities can be seen as
        creative testing grounds for content to be used within ad placements. If a brand’s community
        responds well to a specific piece of content, it’s likely the same content could perform well in
        advertising, too. Both Twitter and Facebook offer advertisers the ability to utilize earned media
        content in their paid placements.

    ?   Paid media can help surface owned or earned content more widely to a community. Engagement
        and action – not just reach – are critical for any brand actively managing a community. Paid
        media can be used to deliver a brand’s content to their community, in case it’s not seen through
        organic placements alone. This in turn encourages the community to stay engaged and active.

When working in tandem, paid and earned can create a virtuous cycle – building engaged audiences who
interact with content and influence their friends to do the same.




    Community Insights Connect an Integrated Earned and
    Paid Strategy
Community and social data is essential for integrating earned and paid media successfully. This data
provides a tremendous amount of insight around how people are engaging in a community – who they
are, as well as how and when they engage – and can be used to create more informed and strategic
media strategies. Community insights can:

    ?   Reveal content that is well-liked or discussed among a community. This content can then be used
        in advertising targeted to existing or potential community members. Ads that utilize content that
        has already been shown to resonate with the brand’s community are likely to elicit a better
        response and extend the reach of a brand’s most engaging content. For example, if a brand posts
        a video in their community that quickly becomes one of its most buzzed-about posts, they might
        then run advertising for this video to acquire new fans or to improve the reach of the content
        within their community, furthering the video’s impact.

    ?   Uncover the types of content that best resonate among specific demographics within a community.
        For example, if a retailer learns that women 18-34 in their Facebook community respond well to
        posts that include pictures of shoes, they can use this insight to inform the creative in their
        Facebook advertising campaigns aimed at this target demographic.
?    Reveal the days and times when a community or target demographic is most likely to engage, based
         on the content. For example, a CPG brand might learn that their Twitter community responds
         more to recipes that are shared during the hours of 2-4pm. Based on this insight, paid
         advertising can be run during this time window to attract current and prospective followers.

Social platforms like Facebook, Twitter and YouTube provide insights on what type of content fans are
likely to engage in. Community and content managers are using these insights to optimize their content
and distribution strategies within the platforms. Paid media practitioners stand to benefit from these
insights, as well.



    The Three Pillars of an Integrated Approach
There are three pillars to a truly integrated approach.

    1.   Planning: Create an integrated content creation and paid promotional calendar. Content creation
         and paid promotional planning should go hand in hand. As the editorial calendar comes to life,
         brands should also be thinking about the goal of the channel as a whole, which content they
         should leverage in paid placements and who the target audience should be. Knowing that
         content may be repurposed in a paid placement also ensures that the content creator adheres to
         or creates alternate content that will render well in advertising. If the teams controlling paid and
         earned are separate, they should come together or assign a lead to manage and approve the
         integrated process.

    2.   Execution: Be prepared to respond quickly to community reaction and insights. Communities react
         to content in real-time, often in unexpected ways. An integrated team is ready to respond quickly
         to new community insights and capitalize on new opportunities; for example, using paid
         placements to amplify content that is suddenly driving high levels of engagement or increasing
         reach against an audience that may not be responding organically.

    3.   Measurement and Reporting: Set up an automated system to measure earned and paid media
         together. Automated reporting and measurement across both paid and earned channels are ideal
         for an integrated approach. Monitoring the impact of each channel on shared KPIs provides a
         more accurate view of the role each channel may be playing in overall success.




    Paid Opportunities Across Social Platforms
As brands continue to invest in their earned channels by creating digital content, paid media will become
a more critical piece of the activation. This isn’t new, but publishers are finally beginning to develop
advertising products to allow this to happen more seamlessly. Here are some of the opportunities on the
leading social platforms:
Facebook
Facebook offers the opportunity to engage with fans through status updates, photos, videos, events and
polls. Paid media can serve as a virtual megaphone to amplify the brand message and extend it to their
fans or their fans’ connections. Brands can use Facebook Insights to inform strategy when buying
Facebook’s Premium Ads, as well as Marketplace Ads.

Recently, Facebook launched two new ad products to better connect a brand’s paid and earned efforts on
the platform. Reach Generator gives brands a guarantee that they will reach 75% of their fans over a 28
day period. Premium on Facebook is a package of highly-trafficked placements, including the right-hand
homepage placement, logout page, and desktop and mobile newsfeed. The creative specs for these
placements mirror the content brands are already posting to their page.

360i recently created an integrated paid and earned strategy for one of its large retail clients. Based on
the insight from the community team that video content was driving higher fan engagement, the media
team used Facebook’s Video Page Post ads to reach fans and friends of fans. The brand saw 187%
increase in daily page engagement when the media was running, as well as a 30% increase in daily viral
reach.



Twitter
Marketers can utilize any or all of Twitter’s three ad products - Promoted Tweets, Promoted Accounts and
Promoted Trends - to increase engagement with followers of the brand. Promoted Tweets allows brands
to target their best performing content (tweets) to related Twitter streams on desktop and mobile.
Promoted Accounts is a way for brands to grow their followers through placement on a user’s Twitter
homepage targeted to users within a specific geographic area or with specific interests. Marketers can
use Promoted Accounts to grow a follower base more likely to be interested in their content. Promoted
Trends is currently sold on a national level and user engagement depends on the trend topic a brand
decides to promote.

360i client USA Network utilizes Promoted Tweets to spark conversations around its shows. When Twitter
users search for relevant keywords, such as show titles like “Psych” or another USA show (e.g. Burn
Notice), the Promoted Tweet will show at the top of the results.
YouTube
YouTube allows brands to reach viewers that are using the platform's search engines. Marketers can
utilize promoted videos, pre-roll and True View in-stream videos to drive engagement with their content.
Using Google’s precise targeting capabilities, marketers can ensure that this content gets in front of the
specific users that they most want to engage.

There are a number of established and emerging social platforms which have not developed the
measurement tools or paid media products to allow marketers to implement specific strategies. That said,
these platforms should not be ignored as brands continue to expand their digital footprint. Established
platforms, such as Foursquare and LinkedIn, are places where brands can engage with consumers
around specific activities or topics. Platforms like Tumblr, Instagram, Pinterest and Google+ are great
places for brands to curate and drive engagement around content.




    Marketers Can Be In Different Phases of Social Maturity
Marketers must evolve to succeed within this ever changing landscape. With so much to consider, it may
be difficult to identify the next step. In order to move forward, we suggest establishing your brand’s
staging in the space. Are you crawling, walking, running or already in the middle of a marathon? Once
you establish the stage, take inventory of your current channels [know your environment], ask the right
questions [identify your challenges] and start working towards a goal [maximize your opportunity].



 Phase           Crawl                     Walk                         Run                       Marathon
 Know your       Limited investment in     Steady investment in at      Integrated and            Seamless integration across
 environment     social channels, earned   least one social platform,   consistent approach to    channels as reflected in
                 media                     but no integrated            Paid and Earned           internal coordination, agency
                                           approach to paid and                                   alignment and automated
                                           earned                                                 measurement and budgeting
 Identify your   Where is your audience    Are the internal teams       Are you measuring the     Are there opportunities to
 challenges      most likely to engage?    within your organization     resulting performance     continue to innovate owned,
                                           talking or at least aware    between the two?          earned and paid media
                 What type of content      of each other?                                         channels?
                 could you use to                                       Do you have a
                 engage them?              Are you working with the     strategic approach to
                                           same agency partner to       appropriating budget
                                           manage each channel?         across both channels?
 Maximize        Educate yourself on       Create a clear path to       Develop a                 Experiment with new social
 your            available social          communication internally     measurement plan that     platforms and apply your
 opportunity     platforms and the types   and align your agency        helps you evaluate        approach to see if it can
                 of content that will      partners accordingly.        holistic results across   scale.
                 resonate with your                                     both channels.
                 audience.                 Develop a test plan to
                                           understand the best way      Allocate budget
                                           for the teams and            according to this
                                           channels to work             measurement and the
                                           together.                    results you hope to
                                                                        drive.
Recommendations
Planning in silos limits opportunity and prohibits marketers from optimizing each channel. An integrated
strategy ensures continuity of voice across platforms and generates comfort, authenticity and familiarity
for users as they engage with the brand. Brands must take the proper steps to identify their brand
advocates and create an authentic, relevant voice across all communications.

    1.   Consider your investment in owned and earned channels. If it’s significant, understand the levers
         you can pull to continue to engage with your most valuable customers. Educate yourself on how
         paid can be used to drive this activity within your communities.

    2.   Evaluate your organization’s maturity phase. What phase of social maturity is your organization
         in? Is there an open dialogue between the departments that manage social and paid media? If
         not, make those connections internally. Align with your agency partners to ensure there is
         communication between teams externally.

    3.   Develop and execute a test. Using the recommendations discussed in this report, begin to
         understand how the channels can work together and what types of results you can expect to see.




    About 360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through
insights, ideas and technologies. 360i helps its clients think differently about their online presence and
evolve their strategies to take advantage of the new world of marketing communications – one where
brands and consumers engage in interactive and multi-directional conversations. In 2010, Ad Age named
360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC
Universal and Diageo, among others. For more information, please visit http://www.360i.com or follow us
on Twitter @360i.




     Ways to Connect With 360i


          360i.com/insights              blog.360i.com             twitter.com/360i            editor@360i.com

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360i pov paid and earned media

  • 1. PAID AND EARNED MEDIA: Building an Integrated Strategy How Marketers can set themselves up for social media success with an integrated approach Written by Sarah Sikowitz, VP, Group Media Director, & Matt Wurst, Director of Digital Communities Executive Summary The social media space is becoming increasingly crowded as more brands and people engage on the various platforms. According to industry estimates, fewer than 10% of a brand’s Facebook fans see content that is posted by the brand. Eager to connect with and engage their target consumer, brands are fighting for attention in this fragmented and crowded space, and can no longer rely on smart content distribution alone to drive engagement and organic fan acquisition. As a result, it’s important for brands to look to paid media as an integral part of overall community strategy. This report outlines how brands should begin to think about a strategy that integrates paid and earned in order to maximize their opportunity across social channels.
  • 2. The Benefits of Paid and Earned Integration There are several benefits to an integrated approach to managing paid and earned media: ? Paid media can help grow an audience that is more likely to engage. Paid media can be used to drive community growth. Facebook, Twitter and other social platforms offer both the insights and targeting capabilities needed to deliver ads to the people that are most likely to join a brand’s community and even to those who are most likely to take action once they join. ? Earned media content can increase interaction with paid efforts. Communities can be seen as creative testing grounds for content to be used within ad placements. If a brand’s community responds well to a specific piece of content, it’s likely the same content could perform well in advertising, too. Both Twitter and Facebook offer advertisers the ability to utilize earned media content in their paid placements. ? Paid media can help surface owned or earned content more widely to a community. Engagement and action – not just reach – are critical for any brand actively managing a community. Paid media can be used to deliver a brand’s content to their community, in case it’s not seen through organic placements alone. This in turn encourages the community to stay engaged and active. When working in tandem, paid and earned can create a virtuous cycle – building engaged audiences who interact with content and influence their friends to do the same. Community Insights Connect an Integrated Earned and Paid Strategy Community and social data is essential for integrating earned and paid media successfully. This data provides a tremendous amount of insight around how people are engaging in a community – who they are, as well as how and when they engage – and can be used to create more informed and strategic media strategies. Community insights can: ? Reveal content that is well-liked or discussed among a community. This content can then be used in advertising targeted to existing or potential community members. Ads that utilize content that has already been shown to resonate with the brand’s community are likely to elicit a better response and extend the reach of a brand’s most engaging content. For example, if a brand posts a video in their community that quickly becomes one of its most buzzed-about posts, they might then run advertising for this video to acquire new fans or to improve the reach of the content within their community, furthering the video’s impact. ? Uncover the types of content that best resonate among specific demographics within a community. For example, if a retailer learns that women 18-34 in their Facebook community respond well to posts that include pictures of shoes, they can use this insight to inform the creative in their Facebook advertising campaigns aimed at this target demographic.
  • 3. ? Reveal the days and times when a community or target demographic is most likely to engage, based on the content. For example, a CPG brand might learn that their Twitter community responds more to recipes that are shared during the hours of 2-4pm. Based on this insight, paid advertising can be run during this time window to attract current and prospective followers. Social platforms like Facebook, Twitter and YouTube provide insights on what type of content fans are likely to engage in. Community and content managers are using these insights to optimize their content and distribution strategies within the platforms. Paid media practitioners stand to benefit from these insights, as well. The Three Pillars of an Integrated Approach There are three pillars to a truly integrated approach. 1. Planning: Create an integrated content creation and paid promotional calendar. Content creation and paid promotional planning should go hand in hand. As the editorial calendar comes to life, brands should also be thinking about the goal of the channel as a whole, which content they should leverage in paid placements and who the target audience should be. Knowing that content may be repurposed in a paid placement also ensures that the content creator adheres to or creates alternate content that will render well in advertising. If the teams controlling paid and earned are separate, they should come together or assign a lead to manage and approve the integrated process. 2. Execution: Be prepared to respond quickly to community reaction and insights. Communities react to content in real-time, often in unexpected ways. An integrated team is ready to respond quickly to new community insights and capitalize on new opportunities; for example, using paid placements to amplify content that is suddenly driving high levels of engagement or increasing reach against an audience that may not be responding organically. 3. Measurement and Reporting: Set up an automated system to measure earned and paid media together. Automated reporting and measurement across both paid and earned channels are ideal for an integrated approach. Monitoring the impact of each channel on shared KPIs provides a more accurate view of the role each channel may be playing in overall success. Paid Opportunities Across Social Platforms As brands continue to invest in their earned channels by creating digital content, paid media will become a more critical piece of the activation. This isn’t new, but publishers are finally beginning to develop advertising products to allow this to happen more seamlessly. Here are some of the opportunities on the leading social platforms:
  • 4. Facebook Facebook offers the opportunity to engage with fans through status updates, photos, videos, events and polls. Paid media can serve as a virtual megaphone to amplify the brand message and extend it to their fans or their fans’ connections. Brands can use Facebook Insights to inform strategy when buying Facebook’s Premium Ads, as well as Marketplace Ads. Recently, Facebook launched two new ad products to better connect a brand’s paid and earned efforts on the platform. Reach Generator gives brands a guarantee that they will reach 75% of their fans over a 28 day period. Premium on Facebook is a package of highly-trafficked placements, including the right-hand homepage placement, logout page, and desktop and mobile newsfeed. The creative specs for these placements mirror the content brands are already posting to their page. 360i recently created an integrated paid and earned strategy for one of its large retail clients. Based on the insight from the community team that video content was driving higher fan engagement, the media team used Facebook’s Video Page Post ads to reach fans and friends of fans. The brand saw 187% increase in daily page engagement when the media was running, as well as a 30% increase in daily viral reach. Twitter Marketers can utilize any or all of Twitter’s three ad products - Promoted Tweets, Promoted Accounts and Promoted Trends - to increase engagement with followers of the brand. Promoted Tweets allows brands to target their best performing content (tweets) to related Twitter streams on desktop and mobile. Promoted Accounts is a way for brands to grow their followers through placement on a user’s Twitter homepage targeted to users within a specific geographic area or with specific interests. Marketers can use Promoted Accounts to grow a follower base more likely to be interested in their content. Promoted Trends is currently sold on a national level and user engagement depends on the trend topic a brand decides to promote. 360i client USA Network utilizes Promoted Tweets to spark conversations around its shows. When Twitter users search for relevant keywords, such as show titles like “Psych” or another USA show (e.g. Burn Notice), the Promoted Tweet will show at the top of the results.
  • 5. YouTube YouTube allows brands to reach viewers that are using the platform's search engines. Marketers can utilize promoted videos, pre-roll and True View in-stream videos to drive engagement with their content. Using Google’s precise targeting capabilities, marketers can ensure that this content gets in front of the specific users that they most want to engage. There are a number of established and emerging social platforms which have not developed the measurement tools or paid media products to allow marketers to implement specific strategies. That said, these platforms should not be ignored as brands continue to expand their digital footprint. Established platforms, such as Foursquare and LinkedIn, are places where brands can engage with consumers around specific activities or topics. Platforms like Tumblr, Instagram, Pinterest and Google+ are great places for brands to curate and drive engagement around content. Marketers Can Be In Different Phases of Social Maturity Marketers must evolve to succeed within this ever changing landscape. With so much to consider, it may be difficult to identify the next step. In order to move forward, we suggest establishing your brand’s staging in the space. Are you crawling, walking, running or already in the middle of a marathon? Once you establish the stage, take inventory of your current channels [know your environment], ask the right questions [identify your challenges] and start working towards a goal [maximize your opportunity]. Phase Crawl Walk Run Marathon Know your Limited investment in Steady investment in at Integrated and Seamless integration across environment social channels, earned least one social platform, consistent approach to channels as reflected in media but no integrated Paid and Earned internal coordination, agency approach to paid and alignment and automated earned measurement and budgeting Identify your Where is your audience Are the internal teams Are you measuring the Are there opportunities to challenges most likely to engage? within your organization resulting performance continue to innovate owned, talking or at least aware between the two? earned and paid media What type of content of each other? channels? could you use to Do you have a engage them? Are you working with the strategic approach to same agency partner to appropriating budget manage each channel? across both channels? Maximize Educate yourself on Create a clear path to Develop a Experiment with new social your available social communication internally measurement plan that platforms and apply your opportunity platforms and the types and align your agency helps you evaluate approach to see if it can of content that will partners accordingly. holistic results across scale. resonate with your both channels. audience. Develop a test plan to understand the best way Allocate budget for the teams and according to this channels to work measurement and the together. results you hope to drive.
  • 6. Recommendations Planning in silos limits opportunity and prohibits marketers from optimizing each channel. An integrated strategy ensures continuity of voice across platforms and generates comfort, authenticity and familiarity for users as they engage with the brand. Brands must take the proper steps to identify their brand advocates and create an authentic, relevant voice across all communications. 1. Consider your investment in owned and earned channels. If it’s significant, understand the levers you can pull to continue to engage with your most valuable customers. Educate yourself on how paid can be used to drive this activity within your communities. 2. Evaluate your organization’s maturity phase. What phase of social maturity is your organization in? Is there an open dialogue between the departments that manage social and paid media? If not, make those connections internally. Align with your agency partners to ensure there is communication between teams externally. 3. Develop and execute a test. Using the recommendations discussed in this report, begin to understand how the channels can work together and what types of results you can expect to see. About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. In 2010, Ad Age named 360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit http://www.360i.com or follow us on Twitter @360i. Ways to Connect With 360i 360i.com/insights blog.360i.com twitter.com/360i editor@360i.com
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