the new kid on the block is back: why earned media is back in the driver’s seat

@Cision @SodexoUSA #CisionWebinar

The New Kid on the Block is Back: Why Earned Media is Back in the Driver’s Seat

Ken WinckoCision’s SVP, Marketing

@KenWincko

Steve CoxSodexo’s VP, Public Relations

@SodexoUSA


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What’s Old is New Again


Earned Media has Re-Emerged as a Potent Force


To what extent do you trust the followinginformation sources?78% Recommendations from

friends and family.

65% Academics, analysts, and other experts.

61% Companies I use.

32% Celebrities.

31% Companies I don’t use.

Source: 2016 Edelman Trust Barometer


Who Are Increasingly Resistant to Advertising

of consumers say advertising has little to no influence on them when making purchase decisions

88%

Source: 2016 Outsell Earned Media Study

@Cision @SodexoUSA #CisionWebinar Source: 2016 Outsell Earned Media Study

Causing Marketers to Rethink Their Strategy

of senior marketers believe earned media is more effective than paid media

81%


Marketers Continue to Prioritize Earned Media Efforts


And Leverage the Power of Earned Media% of Firms Using Earned Media Tactics

Source: 2016 Outsell Earned Media Study


CONVERGENCE

Paid Owned

Earned

MARKETERS MUST ADAPT TO THE CHANGING CONSUMER

WHERE, WHEN & HOW THEY CONSUME CONTENT


THE SODEXO BRAND IN NORTH AMERICA HAS NEVER BEEN STRONGER!


Sodexo positive Brand Sentiment quadrupled in 180 days


S-3 Performance: Most Viewed Releases/Public - 180 Days


S-3 Performance: Most Viewed Releases/Media - 180 Days


Overall Digital Performance Metrics - 90 Day Comparison


Overall Digital Performance Metrics - 90 Day Comparison

● Digital Share of Voice levels are up 17% in the 2nd 90 days.

● Overall traffic levels are up 14% from pre-S3 levels.

● 2nd 90 days show a 41% share of voice - 10 points higher than Competitor #2


58% increase in overall mentions of the Sodexo brand on third-party news/media sites!


Overall Digital Performance Metrics - 180 Days

Mary-Morgan Limperis

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Mary-Morgan Limperis

[email protected] Can you also fix this graph? [email protected] Can u tell her what it needs to say?


GoalsSupport brand transformation, client retention and sales/new business development via a Sodexo-owned media publishing process (that will):

Produce and distribute content 4x per week X 50 weeks

Focus release topics on our business storyline

Facilitate more third-party media engagement with the Sodexo

brand

Driving digital traffic into the Sodexo digital

ecosystem

Increasing Sodexo brand/business search

engine rankings

Delivering greater engagement

via Sodexo enterprise social media properties

Enhancing Sodexo brand/business

topical associations and search-ability

OutcomesImprove competitive

positioning via Sodexo brand association in

digital ecosystems by:

Supporting the B2B sales digital due

diligence processCreating collateral material for sales, marketing and client communications

activities

Goals & Outcomes


We Create Cohesive & Contextual InteractionsPAID

Banner Ads 3P Events

3P Events Paid Search

EARNEDPR Pickup Social

SharesBlog Posts Speaking

OWNEDWebsite Mobile AppBlog PRN Events

DYNAMIC CONTENT

Content Offer A

Content Offer B

Content Offer C

Buyer A

Buyer B


Which Significantly Enhances Performance

Source: PR Newswire Study 2015 – Case Study Distribution

1 Week vs 2 WeekContent Promotion

MultiChannel vs Single ChannelContent Promotion

5x Downloads 40% Conversions

4x Downloads


Using Earned Media to Amplify the Impact

Source: PR Newswire Study 2015 – Case Study Promotion vis Wire

+ + +

2.5x Downloads


And Drive Significant Growth for the Business

+166% lift in qualified leads yoy

Drove an incremental 2%+ to the topline

Shortened the sales cycle by over 1/3


A Content Distribution Case Study

PLANNING & EXECUTION RESULTS

• Goal: Demonstrate Direct ROI from Press Release syndication

• 3-4 Releases Distributed/Week promoting content & offers

• Use a Mix of Channels based on content & audience

• ROI directly tied to press release traffic was 27% within one year in addition to media pickup

• Releases produced first page search results on key unbranded terms previously untapped

• Press releases delivered 260% more traffic to website than all other paid channels


Keys to SuccessMaster the Mix

Utilize Expert Insights

Coordinate Channels



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Questions & Answers


Thank you for Attending!About Cision:Cision is a leading media communication technology and analytics company that enables marketers and communicators to effectively manage their earned media programs to drive business impact. As the creator of the Cision Communication Cloud™, Cision has combined cutting-edge data, analytics, technology and services into a unified communication ecosystem that helps brands build meaningful & enduring relationships with influencers and buyers.

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