#SFExperience Marketing's New Triple Threat | Paid, Owned & Earned
In our latest eBook, The Social Experience, we gathered insights and expert advice from today’s top brand social marketers and industry visionaries. We are sharing insights from this book these insights here on the Spredfast Blog. Today, Mass Relevance CEO Sam Decker explores three successful examples of converged media.
The new world order of media and advertising demands that brands find new ways to drive consumer engagement. They must now look for ways to optimize paid, owned, and earned media, and the trifecta is integrating all these sources of media into a single, consistent brand experience.
Converged media refers to a company’s paid media buys, owned digital properties, and earned user-generated content working in conjunction to inform and involve the user. A good converged media strategy makes the end user want to consume and partake; meanwhile, the brand is reaping the benefit of unobtrusive advertising.
See how three brands are implementing successful converged media strategies.
Incentivize participation by tapping into user curiosity
In order to increase affinity and buzz around their brand, Hollister rallied consumers to unlock a promotional product via social interactions. Fans tweeted the #InHollister hashtag to release the brand’s special deal for the day.
Hollister leveraged Twitter promoted hashtags to increase campaign exposure. The hashtag drove consumers to the social experience, where they generated earned media. This earned content subsequently directed people back to Hollister’s owned destination thus completing the paid, owned, and earned loop. The strategy was hugely successful, earning Hollister over 40,000 #InHollister Tweets and driving a 600% increase in mentions. This exposure translated into conversion as Hollister’s site sales increased by 45% from the average day.
Leverage paid advertising to align your brand with an experience
One way that brands are entering the converged media space is through social sponsorships. Brands have seen value in spending ad dollars on sponsorships as a way of tying themselves to informational, unobtrusive advertising that doesn’t disrupt the user experience.
AT&T did just this through their sponsorship of American Idol’s #IdolAgree/#IdolDisagree experience. They leveraged Idol’s active built-in audience to engage with their brand in a way that enhanced the viewing experience of the event. Of the total volume of Tweets around American Idol during the featured week, 27% contained one of the two voting hashtags, sponsored by AT&T.
Enable and inspire amplification
Free Cone Day is marked on the calendars of ice cream lovers around the world. To generate global awareness and buzz, Ben and Jerry’s utilized the hashtag #freeconeday to inspire amplification around the special event. Scaling across multiple touchpoints, Ben and Jerry’s was able to successfully generate earned media by asking fans about their favorite flavors.
Using Twitter Promoted Products, Ben & Jerry’s was able to own the social conversation surrounding the campaign by targeting the right audience with a brand-specific hashtag. This resulted in a massive social reach generating brand exposure globally to about 10% of the world’s population.
Converged media is now the ultimate marketing imperative. You have an audience and they are talking about your brand. It’s time to make the valuable parts of this conversation visible across multiple channels to allow for further user interaction and amplification.
Sam Decker is Co-Founder and CEO of Mass Relevance, a social engagement platform that discovers, filters, and displays real-time content anywhere. Prior to Mass Relevance, Sam was founding Chief Marketing Officer at Bazaarvoice, the leader in Software as a Service (SaaS) social commerce technologies serving over 1,000 brands, where he was responsible for building the company’s brand, products, and platform.
Don’t want to wait to hear insights from Ann Handley, Jay Baer, HomeAway and more? Download your free copy of The Social Experience now.