Paid. Owned. Earned. - A Model in Social Media

Produced by THE BRAINSTORM GROUP CREATING YOUR SOCIAL MEDIA STRATEGY ~is like- throwing a party. iab presents a model in social media PAID. OWNED. EARNED. Guiding your brand through social media requires a structured approach. The Paid, Owned, Earned model is an acknowledgement that a one-dimensional communications strategy cannot move the needle. Instead, disseminating your message relies on the convergence of your paid, owned and earned media tactics. The whole of your paid, owned and earned communications model is greater than the sum of its parts. A holistic approach can help you consolidate your ROI. Planning your party. WHAT'S THE OCCASION? Why are you having your party? Every party has a reason for happening. Similarly, all social strategies should have a purpose or objectives – these objectives will guide the content and design of your social communications. WHO DO YOU WANT AT YOUR PARTY? Have you considered You need to know who your guests are before planning a party they will enjoy. Who is the target audience for your social communications? Understanding your audience helps improve the relevance of your message. Have you defined your short and long term objectives in social media for your brand? Does your social strategy align with the overall business goals / brand purpose? Is your brand's social voice properly defined and is it authentic, unique and relevant to your brand? WHERE ARE YOU HAVING IT? Where are you having your party? Choosing the right venue is crucial. Does your target audience spend their time on social media? If so, are they on Facebook, Twitter, Linkedin, etc. This will Have you developed your social media brand standards and updated your brand guidelines with this information? help direct the finite resources you have. What are your competitors doing on social media that you could do differently / better? What unique perspective can you bring to the table that your audience will want to hear? WHAT'S THE THEME? What's the entertainment? You need to offer Have you developed an online 'persona' for your desired audience? Have you considered the way they consume online media? your guests something to ensure they stay at the party and like you. Similarly, in social media, assess what you offer your audience (ie. Great content, deals, customer service.) What portion of your core target is on social media? What platforms do they use and do they have specific accessibility (disability/mobile) or language requirements? HOW WILL YOU KNOW IT'S A SUCCESS? There are key ingredients to a great party. You Is there a budget to support your strategy? Social media is not free, consider the cost and time associated with your paid media, community should understand what success looks like before you try to achieve it. What are the Key Performance Indicators of your brand's social community and overall business objectives? management and content creation How will you measure your success /ROI? Have you thought of KPI's that will demonstrate progress and ladder up to your objectives? How will you communicate your objectives – and your progress in meeting them – to stakeholders? WHO ARE YOU? It's your party, so it needs to reflect your personality. The way you dress, the way you speak with people translates to the look of your social properties and the content you communicate. Defining your brand and brand voice in social media is a useful exercise. Have you considered your social media team and clearly defined responsibilities for activation, community management, media and content production? Getting the word out. How do you make sure people come to your party? The first step is making sure people know your party is happening. Reaching people is harder than ever. Fortunately, there are many helpful tools at your disposal. What is POE? PAID OWNED EARNED Definition: Use of paid advertising Definition: Unique brand presence on established channels gained through editorial influence other than advertising. Definition: Media, content, assets channels to deliver a brand's and community platforms partially or wholly owned & controlled by message and/or drive traffic to owned or controlled properties. the brand. Role: Create awareness, drive traffic and jumpstart owned, earned & shared efforts. Role: Expand reach & credibility of the brand's message in trusted channels. Role: Platform to house robust brand content & create long-term relationships /engagement with customers. Tactics: Engagement ads, Display, ads, Email, TV, Print, Radio, 00H, Experiential, Paid Influencer Outreach. Tactics: Pre-existing social properties, Social Links on Website, Email Database. Tactics: Word-of-Mouth, Influencer Outreach, Blogs, Social Engagement. Multi-screen experience. Your audience will engage with your content overa range of devices. Some demographics have a higher affinity for certain devices than others. Increasingly, Canadians are accessing social media on-the-go - so ensure your program is accessible to your target by considering a multi-screen strategy. Making your party great. You've managed to get people to your party. Now, how do you get them to stay... and like you? Content Content is the most important part of your social media campaign. Creating content that resonates with your audience, is in line with your brand guidelines, and reinforces your business objectives is difficult. Without content, your audience can't engage with your brand in a meaningful way. Content is the 'punch' at your party – it helps get people talking, it has an effect on people. Social Platforms are not created equal. Each platform at your disposal boasts different ways to create and publish content. Every platform also aggregates content differently – this presents unique implications for the reach of your brand messaging. Blogs /Microblogs Social Networks Visual Content Audio Content Video Content Objective Before making any post, you should understand what it is trying to accommaking y r reason Engagement Timing When is your audience most likely to see your content? Think of their lifestyle. Leverage analytics and consumer insights. Action taken upon your content is called engagement, when users engage with your content, their friends/connections on that social network are able to see your content. Engagement can increase the reach of your communications. Engagement BLike Share retweet in Share How do you prompt an action in a way that entértains and delivers messaging that supports your overall branding? P Repin Comment Tweet 7,084 Measurement How do you know the user has carried out an action? How can you close the loop? Have you considered the SEO implications of your content strategy and standards pertaining to content tagging? 2 Have you considered how you might respond to negative types of engagement? Do you actively measure sentiment towards your brand online? Have you performed a content audit to identify any existing assets that might be repurposed for social media? Have you considered 4 Have you considered how your social media content will be unique and differ from your other channels (e.g. website)? Do you have internal resources for producing rich content (audio, video, applications)? If not, consider external support. PAID MEDIA Paid Media is an important tool in your acquisition and engagement strategy. A combination of online / offline media can work to drive traffic to your owned social media properties. ONLINE Vs- OFFLINE -VS~ ΤΥPES ΤΥPES Engagement Ads TV Display Ads Print SEM Radio Email OOH Content Integration /Blogger Partnerships Experiential PR 1 Have you defined the objectives for your paid media? Do you have analytics in place to measure against these objectives? 2 Have you secured the media budget to support your social media? Where will you direct users from your online media? If you are using S online media, are your landing pages aligned to your objectives? Have you considered 4 Is your creative compliant to the required media standards? Is the messaging aligned to your objectives and is your brand represented appropriately? Have you evaluated your overall company media activity – both internally and externally (print, Pos, emails, TV) to identify opportunities where this can support your social media initiatives? Do you have a senior level support directive to assist you in accessing these opportunities? OWNED MEDIA Owned Media is your party. It includes everything that happens on your branded social media space. Content E.Analysis Content is the punch at your party. It has an effect on people. It helps get people talking. Analytics are your party-meter. They tell you what's happening and how well you're meeting your objective of throwing a great party. Engagement Response Engagement is the conversation at your party. It drives increased reach on your communications. Response is the service at your party. Slow or rude service can ruin a guest's experience. Do your owned media properties represent your social media brand guidelines? 2 Have you considered the user experience across devices? Have you considered Do you have community management resources in place? Any given guidance on expectations related to response times, FAQ's and escalation procedures outlined in your social media brand guidelines? 4 Have you considered what happens over weekends? Social media is always-on. EARNED MEDIA Earned Media is what happens at and around your party. It's everything everyone is saying about you and your party. Like EARNED Reach Earned Media allows you to tap into the influence of social media users to spread your message. Having someone's friend deliver your brand message changes the context of the message in a positive way. retweet +1 OWNED Reach Owned communications reach those who indicate an affinity to your brand. They have a general idea of who you are and what you do. How can you increase their knowledge of your brand, without being too repetitive? Comment PAID Reach Paid Networks extend the reach of your message to new networks. Targeting in these networks is defined by the information the platform can gather about its users. Think about how your paid messaging might vary based on the specific target. P Repin each 1 Have you considered who the influencers are in your network? Have you considered how you will identify these influencers? Have you considered 3 Have you planned how you will reach out to possible influencers? 4 Have you asked people directly to share your content? iab: THE BRAINSTORM GROUP This infographic has been designed and created by The BrainStorm Group with input and direction from the IAB Canada Social Media Committee. 34 08 ocanada STEP 1 STEP3 STEP 2 STEP 4 STEP 6 STEP 5 23 ENGAGEMENT EARNED MEDIA Produced by THE BRAINSTORM GROUP CREATING YOUR SOCIAL MEDIA STRATEGY ~is like- throwing a party. iab presents a model in social media PAID. OWNED. EARNED. Guiding your brand through social media requires a structured approach. The Paid, Owned, Earned model is an acknowledgement that a one-dimensional communications strategy cannot move the needle. Instead, disseminating your message relies on the convergence of your paid, owned and earned media tactics. The whole of your paid, owned and earned communications model is greater than the sum of its parts. A holistic approach can help you consolidate your ROI. Planning your party. WHAT'S THE OCCASION? Why are you having your party? Every party has a reason for happening. Similarly, all social strategies should have a purpose or objectives – these objectives will guide the content and design of your social communications. WHO DO YOU WANT AT YOUR PARTY? Have you considered You need to know who your guests are before planning a party they will enjoy. Who is the target audience for your social communications? Understanding your audience helps improve the relevance of your message. Have you defined your short and long term objectives in social media for your brand? Does your social strategy align with the overall business goals / brand purpose? Is your brand's social voice properly defined and is it authentic, unique and relevant to your brand? WHERE ARE YOU HAVING IT? Where are you having your party? Choosing the right venue is crucial. Does your target audience spend their time on social media? If so, are they on Facebook, Twitter, Linkedin, etc. This will Have you developed your social media brand standards and updated your brand guidelines with this information? help direct the finite resources you have. What are your competitors doing on social media that you could do differently / better? What unique perspective can you bring to the table that your audience will want to hear? WHAT'S THE THEME? What's the entertainment? You need to offer Have you developed an online 'persona' for your desired audience? Have you considered the way they consume online media? your guests something to ensure they stay at the party and like you. Similarly, in social media, assess what you offer your audience (ie. Great content, deals, customer service.) What portion of your core target is on social media? What platforms do they use and do they have specific accessibility (disability/mobile) or language requirements? HOW WILL YOU KNOW IT'S A SUCCESS? There are key ingredients to a great party. You Is there a budget to support your strategy? Social media is not free, consider the cost and time associated with your paid media, community should understand what success looks like before you try to achieve it. What are the Key Performance Indicators of your brand's social community and overall business objectives? management and content creation How will you measure your success /ROI? Have you thought of KPI's that will demonstrate progress and ladder up to your objectives? How will you communicate your objectives – and your progress in meeting them – to stakeholders? WHO ARE YOU? It's your party, so it needs to reflect your personality. The way you dress, the way you speak with people translates to the look of your social properties and the content you communicate. Defining your brand and brand voice in social media is a useful exercise. Have you considered your social media team and clearly defined responsibilities for activation, community management, media and content production? Getting the word out. How do you make sure people come to your party? The first step is making sure people know your party is happening. Reaching people is harder than ever. Fortunately, there are many helpful tools at your disposal. What is POE? PAID OWNED EARNED Definition: Use of paid advertising Definition: Unique brand presence on established channels gained through editorial influence other than advertising. Definition: Media, content, assets channels to deliver a brand's and community platforms partially or wholly owned & controlled by message and/or drive traffic to owned or controlled properties. the brand. Role: Create awareness, drive traffic and jumpstart owned, earned & shared efforts. Role: Expand reach & credibility of the brand's message in trusted channels. Role: Platform to house robust brand content & create long-term relationships /engagement with customers. Tactics: Engagement ads, Display, ads, Email, TV, Print, Radio, 00H, Experiential, Paid Influencer Outreach. Tactics: Pre-existing social properties, Social Links on Website, Email Database. Tactics: Word-of-Mouth, Influencer Outreach, Blogs, Social Engagement. Multi-screen experience. Your audience will engage with your content overa range of devices. Some demographics have a higher affinity for certain devices than others. Increasingly, Canadians are accessing social media on-the-go - so ensure your program is accessible to your target by considering a multi-screen strategy. Making your party great. You've managed to get people to your party. Now, how do you get them to stay... and like you? Content Content is the most important part of your social media campaign. Creating content that resonates with your audience, is in line with your brand guidelines, and reinforces your business objectives is difficult. Without content, your audience can't engage with your brand in a meaningful way. Content is the 'punch' at your party – it helps get people talking, it has an effect on people. Social Platforms are not created equal. Each platform at your disposal boasts different ways to create and publish content. Every platform also aggregates content differently – this presents unique implications for the reach of your brand messaging. Blogs /Microblogs Social Networks Visual Content Audio Content Video Content Objective Before making any post, you should understand what it is trying to accommaking y r reason Engagement Timing When is your audience most likely to see your content? Think of their lifestyle. Leverage analytics and consumer insights. Action taken upon your content is called engagement, when users engage with your content, their friends/connections on that social network are able to see your content. Engagement can increase the reach of your communications. Engagement BLike Share retweet in Share How do you prompt an action in a way that entértains and delivers messaging that supports your overall branding? P Repin Comment Tweet 7,084 Measurement How do you know the user has carried out an action? How can you close the loop? Have you considered the SEO implications of your content strategy and standards pertaining to content tagging? 2 Have you considered how you might respond to negative types of engagement? Do you actively measure sentiment towards your brand online? Have you performed a content audit to identify any existing assets that might be repurposed for social media? Have you considered 4 Have you considered how your social media content will be unique and differ from your other channels (e.g. website)? Do you have internal resources for producing rich content (audio, video, applications)? If not, consider external support. PAID MEDIA Paid Media is an important tool in your acquisition and engagement strategy. A combination of online / offline media can work to drive traffic to your owned social media properties. ONLINE Vs- OFFLINE -VS~ ΤΥPES ΤΥPES Engagement Ads TV Display Ads Print SEM Radio Email OOH Content Integration /Blogger Partnerships Experiential PR 1 Have you defined the objectives for your paid media? Do you have analytics in place to measure against these objectives? 2 Have you secured the media budget to support your social media? Where will you direct users from your online media? If you are using S online media, are your landing pages aligned to your objectives? Have you considered 4 Is your creative compliant to the required media standards? Is the messaging aligned to your objectives and is your brand represented appropriately? Have you evaluated your overall company media activity – both internally and externally (print, Pos, emails, TV) to identify opportunities where this can support your social media initiatives? Do you have a senior level support directive to assist you in accessing these opportunities? OWNED MEDIA Owned Media is your party. It includes everything that happens on your branded social media space. Content E.Analysis Content is the punch at your party. It has an effect on people. It helps get people talking. Analytics are your party-meter. They tell you what's happening and how well you're meeting your objective of throwing a great party. Engagement Response Engagement is the conversation at your party. It drives increased reach on your communications. Response is the service at your party. Slow or rude service can ruin a guest's experience. Do your owned media properties represent your social media brand guidelines? 2 Have you considered the user experience across devices? Have you considered Do you have community management resources in place? Any given guidance on expectations related to response times, FAQ's and escalation procedures outlined in your social media brand guidelines? 4 Have you considered what happens over weekends? Social media is always-on. EARNED MEDIA Earned Media is what happens at and around your party. It's everything everyone is saying about you and your party. Like EARNED Reach Earned Media allows you to tap into the influence of social media users to spread your message. Having someone's friend deliver your brand message changes the context of the message in a positive way. retweet +1 OWNED Reach Owned communications reach those who indicate an affinity to your brand. They have a general idea of who you are and what you do. How can you increase their knowledge of your brand, without being too repetitive? Comment PAID Reach Paid Networks extend the reach of your message to new networks. Targeting in these networks is defined by the information the platform can gather about its users. Think about how your paid messaging might vary based on the specific target. P Repin each 1 Have you considered who the influencers are in your network? Have you considered how you will identify these influencers? Have you considered 3 Have you planned how you will reach out to possible influencers? 4 Have you asked people directly to share your content? iab: THE BRAINSTORM GROUP This infographic has been designed and created by The BrainStorm Group with input and direction from the IAB Canada Social Media Committee. 34 08 ocanada STEP 1 STEP3 STEP 2 STEP 4 STEP 6 STEP 5 23 ENGAGEMENT EARNED MEDIA