Marketing Chapter 14 Homework Because This Trust Earned Media Can Have

Chapter 14:

E-Marketing Communication: Earned Media

Learning Objectives

Earned Media

Well-executed owned and paid media can drive prospects and customers through

the steps from awareness to product purchase, repurchase, and into long-term

User Engagement Levels

It is important for a company to review its marketing communication objectives

and understand what proportion of its customers and prospects operate at each

hierarchy of effects level (from awareness through behavior).

The five levels of engagement (from least to most engaged) are:

1. The least engaged internet users consume only online content. They read

blogs, view videos and photos, listen to podcasts, and read the reviews

and opinions expressed by others occupying higher levels of engagement

on Web sites and forums.

2. At the next level, users connect with others by creating a profile on a

Engaging Individuals to Produce Earned Media

Who Should a Company Engage?

Social Media Influencers

Companies identify social media influencers in two ways. First, they can

observe and participate in conversations in social media locations where

people discuss their industries. The second way is to use a service such as

Techniques for Engaging Users

Most social media, and many Web sites and mobile apps, provide space and tools

for earned media content. Techniques include:

Viral Marketing

Viral marketing is the online equivalent of word-of-mouth and sometimes

referred to as word-of-mouse, which occurs when individuals forward

content to each other through e-mail or social media sharing.

Viral Blogging

Viral blogging occurs when bloggers conduct viral marketing activities.

Viral blogging can be very effective with the use of tools such as Twitter.

Multimedia Sharing

Social Recommendations and Referrals

Whereas ratings and reviews usually are visible to all, social

recommendations and referrals are personal endorsements designed to

E-Mail

E-mail is not dead. Facebook and other social sites require valid e-mail

addresses when users sign up. The task for marketers is to integrate e-mail

and social media.

Social Media Site Discussions

Collaborative Content Creation by Consumers

The most engaged customers help the company improve products and promotions

because they either care deeply about the brand or are enticed by a successful

How do Companies Entice Engagement?

This involves creating content and promotions that encourage people to interact

with the brand and then tag, bookmark, or rate the content and share opinions with

others via comments and recommendations in the social media. As with all

effective promotions, three basic criteria must be met—delivering the right

message to the right messengers in the right media.

Provide High-Quality, Timely, Unique, and Relevant Information

When companies like eMarketer, A.C. Nielsen, ComScore, or Forrester

release statistics from their primary research, bloggers will write about it,

giving their interpretations for readers to comment upon and share.

Create Entertaining Content

Consumers will watch and share video commercials and other company-

created content that is entertaining, irreverent, interesting, or unusual.

Offer Competitions

Reputation Management Online

Reputation is a belief in the mind of the beholder. Marketers must remember that

although viral videos and other branded content is a plus, it is quite often changed

as it gets passed along the internet. The message will be distorted. Quality,

transparency, and trust principally influence company and brand reputations.

Which Reputations Matter?

The reputation management process includes four steps: build, maintain,

monitor, and repair. There are many promotional techniques for building a

strong reputation, but it all starts with the company’s actions.

Maintaining positive reputations requires constant internet and

Earned Media Performance Metrics

A company specifies which metrics will be used to measure marketing

communication success, and then uses these measures as feedback to (1) see if the

campaign objectives were met and (2) continually refine the strategies and tactics

to enhance performance. Additional metrics include:

General earned media metrics — Number of users who interact with an

Social Media Dashboard

A social media dashboard is software that pulls in company, brand, or any

Chapter Summary

Earned media is the third element of content strategy, resulting from

owned media and paid media efforts. Unlike traditional media, which involves

passive exposure, earned media is the result of user engagement. Engagement can

occur at five levels: (1) when internet users consume online content (the lowest

Among the key techniques for engaging users to produce earned media

are: viral marketing, in which individuals forward content to each other; viral

blogging, with bloggers participating in viral marketing activities; multimedia

sharing, in which users upload photos, video, music playlists, live audio/video, or

Collaborative content creation, a form of crowdsourcing, is at the high end

of the engagement ladder. The marketing benefits include learning more about the

behaviors and preferences of target markets, receiving new product ideas from

users, and receiving user-generated advertising ideas and materials via

crowdsourcing. Crowdfunding involves raising money online for new product

ideas, political campaigns, or non-profit causes.

Techniques companies can use to attract users and move them up the

Chapter Outline

Opening Vignette: Dell Starts Listening

Have the class read the opening vignette on the issue Dell experienced with a

single blogger. In 2005, a single blogger led to an online consumer uprising that

lasted nearly two years. Explain how this might not have been possible before

social media? Is social media good or bad for business? Did Dell do the right

thing by hiring someone to “deal” with the issues online? Why or why not?

www.dell.com

www.ideastorm.com

I. Earned Media

Well-executed owned and paid media can:

A. Drive prospects and customers

II. User Engagement Levels

It is important for a company to review its marketing communication objectives

and understand what proportion of its customers and prospects operate at each

hierarchy of effects level (from awareness through behavior).

A. The least engaged users consume only online content — reading blogs,

viewing videos and photos, reading reviews and opinions

III. Engaging Individuals to Produce Earned Media

A. Engagement occurs when internet users:

3. Connect

4. Collaborate with brands, companies, or each other

B. Trust is a key component of word-of-mouth communication

IV. Who Should a Company Engage?

A. Social Media Influencers

1. Observe and participate in conversations in social media locations

B. Traditional Journalists

V. Techniques for Engaging Users

Most social media, and many Web sites and mobile apps, provide space and tools

for earned media content. Techniques include:

A. Viral Marketing

B. Viral Blogging

C. Multimedia Sharing

1. Photos and art

D. Wikis

1. Web sites that allow users to post, edit, and organize multimedia

content

E. Ratings and Reviews

1. Customer ratings and reviews

3. Business reviews

5. Sponsored reviews

7. Customer testimonials

F. Social Recommendations and Referrals

2. Methods:

a. Social bookmarking

G. E-Mail

1. Facebook and other social sites require valid e-mail addresses

H. Social Media Site Discussions

1. The social media are full of comments from users

I. Community Discussion/Forums

1. Online forums

J. Widgets and Social Apps

1. Used to engage social media users

3. Be sponsorships or calls for action

K. Location-Based Services (LBS)

1. a business model for m-commerce (mobile-commerce)

3. Major players

a. Foursquare

VI. Collaborative Content Creation by Consumers

A. The most engaged customers help the company improve products and

promotions

D. Crowdfunding involves raising money online for:

1. New product ideas

VII. How Do Companies Entice Engagement?

This involves creating content and promotions that encourage people to interact

with the brand and then tag, bookmark, or rate the content and share opinions

with others via comments and recommendations in the social media.

A. Provide High-Quality, Timely, Unique, and Relevant Information

E. Make an Exclusive Offer — the social psychology principle of “scarcity”

often motivates people to take action immediately

VIII. Reputation Management Online

Reputation is a belief in the mind of the beholder. Marketers must remember that

although viral videos and other branded content is a plus, it is quite often

changed as it gets passed along the internet. The message will be distorted.

Quality, transparency, and trust principally influence company and brand

reputations.

A. Which Reputations Matter?

1. Brand and company reputations are very important

B. Build, Maintain, Monitor, Repair, Learn

2. Maintaining positive reputations requires constant internet, offline

media monitoring, and participating when necessary

4. Repairing reputations can take an average of 3.2 years

C. Reputation Management Systems

IX. Earned Media Performance Metrics

A. Specify which metrics will be used, then use measures as feedback to:

B. General earned media metrics

1. Number of users who interact with an application or ad

1. Number of downloads for a white paper

3. Number of bookmarks for a Web site at a social bookmarking site

D. Conversations on blogs and elsewhere

2. Conversation sentiment as positive/negative

4. Number of relevant conversation comments

E. Social Media Dashboard

1. Pulls in company, brand, keyword mentions from any social media