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Wildfire Report - 5 best practices for increasing earned media

Wildfire Report - 5 best practices for increasing earned media

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Published by Attila Gárdos
The study surfaced a number of actionable results for social marketers, including the types of social marketing campaign that tend to get the highest participation rates, the different campaign types that get the highest sharing rates, and the common thread among campaign types that generates the most sharing with friends on Facebook, creating valuable earned media along the way.
The study surfaced a number of actionable results for social marketers, including the types of social marketing campaign that tend to get the highest participation rates, the different campaign types that get the highest sharing rates, and the common thread among campaign types that generates the most sharing with friends on Facebook, creating valuable earned media along the way.

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Categories:Types, Business/Law
Published by: Attila Gárdos on Feb 17, 2013
Copyright:Attribution Non-commercial

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02/17/2013

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PAGE 2
| 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
Introduction ........................................................................................................................3
Key Findings................................................................................................................................................4
A Deeper Look into Engagement and Earned Media ....................................5
Campaign types in the study ................................................................................................................5
Sweepstakes .....................................................................................................................5Trivia ..................................................................................................................................5Quiz ....................................................................................................................................5Coupon ..............................................................................................................................5Giveaway ...........................................................................................................................5Pick-your-avorites ..........................................................................................................5Video, Photo, and Essay Contests .................................................................................5
What campaign types resulted in the highest engagement and earned media? ............6
What do we mean by sharing, and how does sharing create earnedmedia or brands? ............................................................................................................7
Why do certain campaign types generate more sharing? ........................................................
9
Do new users convert when they click on earned media? ......................................................
10
How much does earned media boost a social marketing campaign? ................................
10
How to Run Campaigns with High Entry and Earned Media .....................11
Play up the personality ..................................................................................................11Consider “What’s in it or me?” rom the users’ perspective ..................................12Incentivize sharing behaviors in creative ways. .........................................................13Benchmark perormance with the appropriate metrics ...........................................13Mix it up. ..........................................................................................................................14
Conclusion
..................................................................................................................15
 
PAGE 3
| 5 BEST PRACTICES FOR INCREASING EARNED MEDIA
Paid. Owned. Earned.
 This 3-word marketing maxim is getting major traction in the social marketing space becausethese three categories o media perectly encapsulate the major strategies important to a brand’sapproach to its social channel.Successul brands on Facebook 
own
an pages bursting with compelling content and activecommunity conversations. They drive trac and attention to these owned properties with acareully planned
 paid 
media strategy, crating advertisements to emphasize and infuence avariety o end-user actions. And hopeully brands are getting
earned 
media as well: this is thecoverage you
can’t buy 
, and includes mentions, recommendations and shares generated byusers who are so engaged by your branded content that they’re compelled to share it with theworld (or, their Facebook network). And when 68 percent o Facebook users say that a recom-mendation rom a Facebook riend would make them more likely to buy a specic product or visita retailer, brands want all the earned media they can get (Omnibus). There’s a catch though: you can’t buy or create earned media directly. Your brand’s Facebook page will only spawn earned media (likes, shares and comments) i you run marketing campaignsthat are optimized or engagement and sharing activity. Wildre recently analyzed over 10,000social media campaigns in order to see what types o campaigns generated the most earnedmedia. The act is, social marketing campaigns on Facebook are not all created equal. Campaign typesthat attract high user activity and entry rates are not always the same campaigns types that in-spire users to share with their riends. We wanted to understand what campaign types resonatedwith users most and or which reasons. Promotions are one o the most popular marketingmethods on Facebook whether sweepstakes, contests, or coupons and more. Wildre’s SocialMarketing Suite sotware has powered over 200,000 campaigns to date, and we selected arandomly sampled subset o brands, o all sizes rom around the world, or this study. Our datasetincluded 10,000 campaigns that were run over the past 9 months. The promotion types includedsweepstakes, coupons, video, photo, and essay contests, giveaways, trivia, quizzes, and“pick-your-avorites”. The study suraced a number o actionable results or social marketers, including the types o social marketing campaign that tend to get the highest participation rates, the dierent campaigntypes that get the highest sharing rates, and the common thread among campaign types thatgenerates the most sharing with riends on Facebook, creating valuable earned media alongthe way.

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