why editors should be in charge of social media advertising
TRANSCRIPT
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Paid as an editorial tool
IAB Amplify the Love
Antony Mayfield19th February 2014
@amayfieldbrilliantnoise.com
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Or why editors should be in charge of advertising...
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Or why editors should be in charge of social mediaadvertising...
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The Problem
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Small budgetsLow priority
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Paid is another tool in the box.
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Source Create Publish Amplify
RSS
Social listening
Bookmarking e.g. Diigo
Yammer
Wiki
Internet
Word/Pages
Spredfast
Editorially
Gather Content
Scrivener
ZenWriter
CMS
Blog
3rd party sites
Social networks
Social networks
RSS
Paid content promotion e.g. PPC, OutBrain, Zemanta
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Mind your Language
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LegacyLanguageBusiness modelsPerspectives
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Earned MediaPaid distribution
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All about the Customer?
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Customers, not media, are at the centre of a brand’s world.
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Advertising isan unwelcome caller...
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Model first published Harvard Business Review
Customer Decision Journey
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider
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image (cc) Lorem Ipsum
“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
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If paid is the priority, the customer isn’t.
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The contentEquation
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Processes: content supply chain
Client
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- Campaigns (spikey)
- Always-on (consistent)
- Regular/standard posts
- Paid-supported distribution
Content / social brand activity types
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Always-onPaid supported
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Content isn’tScaling
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Brings us back to a model from IBM...
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Campaign model
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Community building
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- 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
To scale content...
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A-OPS
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#AOPS
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Ends. Further Reading and notes at:
@amayfieldbrilliantnoise.com
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