Driving Behavioral Change for Information Management through Data-Driven Gree...
Comm probiz agileengagement-slideshare (4)
1.
2. Agile engagement takes advantage of convergence
happening across paid, earned and owned media
PAID EARNED OWNED
MEDIA MEDIA MEDIA The lines between them
are blurred
A brand pays to Publicity gained A brand Conversation now
place ad or when an continues across all
owns
content in a influencer a channel Earned media is
channel promotes a brand
increasing in
importance
• Advertising • Press pickup • Company blogs
• Events • Blog mention • Company website Increased mobile usage
• Direct • Social sharing • Company social is accelerating earned
Marketing • Word of mouth accounts media growth
Ecommerce is becoming
SOCIAL + MOBILE embedded into all, with
the option to buy from a
channel, ad or link
3. Support paid media campaigns PAID
MEDIA
with high-quality content
• Paid media
(ads/events/marketing)
– Spark conversation
– Short-term impact
• Adding high-quality content
– Drive the conversation forward
with shareable content and
social campaigns (i.e. behind
the scenes clips, how-to’s,
infographics)
– Support the spark of paid
media to gain more earned
media
4. Expand owned media to sustain OWNED
MEDIA
buzz around brand
• Create Web infrastructure of
outposts and communities to
house high-quality content BRAND
BRAND
FACEBOOK
– Support paid campaigns to PAGE
TWITTER
amplify brand voice ACCOUNT
– More brand-voiced Web real BRAND
estate to help overshadow BLOG
BRAND BRAND
conflicting messages WEB YOUTUBE
– Become go-to resources for SITE CHANNEL
media & consumers
– Increase social interaction BRAND
and crowd-sourcing MICROSITES
HOSTED
COMMUNITIES
5. Distribute content to increase EARNED
MEDIA
earned media
• Identify and target brand
influencers
– Journalists, bloggers, social
• Disseminate to
outposts/communities
• Cover all media channels – ONLINE
MENTIONS
print, online, social, broadcast
• Multimedia formats – text,
photos, audio/video
– More views
– More social interaction
8. CREATE, CURATE, CUSTOMIZE
Build an infrastructure of content engagement platforms
• Combination of owned, partially-owned and third-party sites
3RD- 3RD-
OWNED PARTY PARTY
PAID
WEB SITE SITE 3RD- EARNED
MEDIA PARTY MEDIA
OUTPOST PARTIALLY- SITE
OWNED 3RD- 3RD-
OWNED PARTY
COMMUNITY PARTY
WEB SITE SITE
OWNED 3RD- 3RD-
BRAND OUTPOST PARTY PARTY
WEB
WEB SITE SITE
OUTPOST 3RD-
SITE PARTY
3RD-
OWNED PARTIALLY- PARTY SITE
WEB OWNED SITE 3RD- 3RD-
OWNED PARTY PARTY
OUTPOST WEB COMMUNITY 3RD- SITE SITE
PARTY 3RD-
OUTPOST
SITE PARTY
SITE MOBILE
BRAND Content Influence Spectrum THIRD-PARTY
9. CREATE, CURATE, CUSTOMIZE
Create high-quality content
NEWS ARTICLES LISTS
PHOTOS VIDEOS STUDIES
• Content created by you/your agencies to support paid media
campaigns and amplify brand voice
• Use a variety of content formats including multimedia
elements (images, video, etc) to increase visibility and social
interaction
10. TARGET
Engage with journalists, bloggers and other influencers
who cover topics relevant to your brand
journalists social media bloggers
influencers
11. DISTRIBUTE
Distribute a stream of your content to all channels
ONLINE SEARCH
NEWS SITES
NEWSROOMS & SOCIAL MEDIA
JOURNALISTS
CONTENT
BLOGGERS DISTRIBUTION
PHOTO
ARCHIVES
MOBILE BROADCAST
VIDEO
SHARING
12. MEASURE
Measure results to improve content & expand reach
Monitor earned
media pickup
Listen to social
media feedback
Identify new
influencers
Analyze effectiveness
of channels & formats
As stated earlier, it all needs to be circular. The process and the work flow of Agile Engagement require that listening, acting, reacting and reviewing be a continuous loop. In many ways, Agile Engagement is where earned media has evolved to . It has become so important to so many of our customers, and so many PR, social media and integrated marketing practitioners that PR Newswire has evolved its solutions to fully enable Agile Engagement.
