Why editors should be in charge of social media advertising

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

Published on February 19, 2014

Author: amayfield



Slides from IAB Amplify the Love event.

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

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



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

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