Why editors should be in charge of social media advertising

50 %
50 %
Information about Why editors should be in charge of social media advertising
Marketing

Published on February 19, 2014

Author: amayfield

Source: slideshare.net

Description

Slides from IAB Amplify the Love event.

Paid as an editorial tool IAB Amplify the Love Antony Mayfield 19th February 2014 @amayfield brilliantnoise.com

Or why editors should be in charge of advertising...

Or why editors should be in charge of social media advertising...

The Problem

Small budgets Low priority

Paid is another tool in the box.

Source RSS Social listening Bookmarking e.g. Diigo Yammer Wiki Internet Create Publish Word/Pages Spredfast Editorially Gather Content Scrivener ZenWriter CMS Blog 3rd party sites Social networks Amplify Social networks Email RSS Paid content promotion e.g. PPC, OutBrain, Zemanta

Mind your Language

Legacy Language Business models Perspectives

Earned Media Paid distribution

All about the Customer?

Customers, not media, are at the centre of a brand’s world.

Advertising is an unwelcome caller...

Customer Decision Journey Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review

“134,000 consumers in 23 countries were asked what they thought of 700 brands. A majority of those taking part would not care if 73% of them just vanished. In Europe and America 92% would not be missed. ” Havas survey, cited in The Economist image (cc) Lorem Ipsum

If paid is the priority, the customer isn’t.

The content Equation

Processes: content supply chain Client

Content / social brand activity types - Campaigns (spikey) - Always-on (consistent) - Regular/standard posts - Paid-supported distribution

Always-on Paid supported

Content isn’t Scaling

Brings us back to a model from IBM...

Campaign model

Community building

To scale content... - A customer-first mindset. - Strategic. - Content supply chain. - Metrics connected to business outcomes. - Well-resourced, full time editorial teams. - A-OPS: Always-On, Paid Supported

A-OPS

#AOPS

Ends. Further Reading and notes at: @amayfield brilliantnoise.com © 2014 Brilliant Noise All rights reserved

Add a comment

Related presentations

Related pages

How Much Does it Cost to Outsource Social Media Marketing?

How Much Does Outsourcing Social Media Advertising ... Why Does Social Media ... It’s difficult to say how much you should charge for your social media ...
Read more

What to Charge for Social Media Work (as a Freelancer or ...

... How much should you charge for social media ... I interned for an advertising company for social media ... What to Charge for Social Media Work. Why ...
Read more

Advertising on Social Media: Good for Small Business? - In ...

Facebook will reportedly unveil a plan next week to offer free $50 advertising ... Social Media: Good for Small Business ... should have a ...
Read more

How Much Does Social Media Cost Companies in 2012 ...

Two years ago I wrote a post entitled So How Much Will a Social Media Strategy Cost, which was designed to give businesses and organizations an idea of how ...
Read more

Media and Advertising — Global Issues

Corporate Influence in the Media; Media and Advertising; ... the role of media and advertising ... with increasingly aggressive advertising. On the social ...
Read more

Editorial Guidelines | ASME

Editorial Guidelines. ... Editors should never hesitate ... ASME also recommends that native advertising on websites and in social media should be ...
Read more

What Does A Public Relations Agency Do? - Forbes

... as opposed to advertising ... Social media promotions and ... so they know the best ways to pitch a story and to reach editors and ...
Read more

Getting from “Why Should I?” to “Why not:” Real Marketing ...

Getting from ‘Why Should I?’ to ‘Why Not?’: Real Marketing Leadership. ... a dime on paid social media?” “Why should I invest ... text editors ...
Read more

Why Brands Need Editors – Medium

Why Brands Need Editors ... agency or an advertising firm to do it for them) should hire a high-level ... web sites and social channels to ...
Read more