This afternoon I am presenting to a class of college juniors and seniors at Arizona State Univerity’s W.P. School of Business. My friend and former colleague, Bret Giles, leads a digital marketing class and has asked me to speak about Owned Media. Find the presentation below and slide notes that follow.
Slides 3-5: Brief over view of paid, earned and owned media.
- Paid media includes any placement that the organization pays to acquire (i.e. advertising)
- Earned media refers to brand mentions and features that are obtained via public relations efforts
- Owned media is comprised of any assets controlled completely by the brand (e.g. websites, social media channels, email campaigns, mobile sites/apps, etc.)
Slide 6: A text graphic that illustrates how channel opportunities have increased exponentially over the past few decades. This proliferation makes the task of communicating with our audience theoretically easier, but it also makes the planning and channel decision process much more complicated. This phenomena has also transformed the true “generalists” into an endangered species.
Slides 7-8: Referring to how ad agencies and internal marketing teams have worked historically, we no longer operate in a linear fashion (at least we shouldn’t). Slide 8 demonstrates the cyclical pattern of campaign planning and execution in which we constantly aim to improve performance and business-oriented metrics from program to program.
Slide 9: A list of the topics I’m covering in class today.
Slide 11: Just before showing this slide to the class, I ask one person to stand up and find the “motorcycles” for sale link. The response time is measured by one other student who has a watch with a second hand or a stop watch app on her phone. The point here is that Craig’s List is not the optimal navigation experience. They can get away with showing 90+ links on the Home page as we have come to expect this from Craig’s List. However, this obviously does not fly for the everyday consumer-focused website.
Slide 12: Patience on the web is kind of like bigfoot; I’m pretty sure it exists, but I’ve never seen it. As soon as you equip the average Internet user with a mouse, a screen and a wifi connection, we essentially become the equivalent of a video game-addicted teenager surviving on only Adderall and Mountain Dew chasers.
Slides 13-18: Website navigation tips based on our short term memory abilities and need for speed. The point here is to make it as easy on the visitor as possible to accomplish her goals.
Slides 19: The best book written on website usability in my opinion, Don’t Make Me Think by Steve Krug. If you haven’t read it, go get yourself a copy.
Slides 20-24: Concepts related to website testing including A/B splits, multivariate testing, online user testing and eye tracking studies. Here’s a list of just some of the website testing tools referenced on these slides.
Slide 26: One of the best examples of content marketing I have seen: Charmin created a mobile app to allow people to rate public restrooms.
Slides 27-28: My bricks and feathers concept for content marketing also illustrated here.
Slides 29-30: An approach to identifying content marketing productions based on what customers are searching for, talking about and accessing on a brand’s website. A real life example of this approach as executed by Vanderbilt University Medical Center is provided on Slide 30. In this scenario, VUMC found that their was substantial search volume, social chatter and website content interest in sports injury content. They developed a mobile application to help youth sports coaches prevent injuries and access health/injury information easily.
Slides 31-33: Several tools used by content marketers to plan, organize and develop outstanding content marketing programs.
Slide 35: My attempt to compare social media program development with adopting a shelter dog. Read the shelter dog analogy here.
Slides 36-38: The importance of choosing the appropriate social media channel and creating an editorial calendar.
Slides 39-42: Tools and concepts to maximize efficiency and exposure with social media. There are references here to Facebook EdgeRank.
Slides 43-44: Kraft Foods relies upon metrics from their website and social media channels to determine what specific content deserves a little extra attention on their KraftRecipes.com site. Based on traffic and share metrics, they amplify recipes by promoting them more via social media, email and with primo placement on their home page. Feathers are amplified to bricks which transform to larger, meatier bricks promoted in multiple channels.
Slides 45-46: Recommendations on what to measure within social media programs including real revenue and sharing activity. Some of the tools included in this section are included in this social media analytics post.
Slides 48-49: Notes and stats about the value of marketing with video.
Slides 50-51: Tips for video content and an example of a brand that has enjoyed amazing success with video, Dollar Shave Club.
Slide 53: Average open and click rates for house lists vs. purchased email lists.
Slide 54: CAN SPAM rules.
Slides 55-56: The anatomy of a typical email marketing message including pre-header, main content and legal/disclaimer footer content.
Slides 57-60: Explanation of email tracks, triggers and campaigns. Various email program types are explained here.
Slides 61-62: The importance of “welcome” messages and sample elements often found within them.
Slides 63-64: A discussion about email list segmentation and two approaches for dividing a list for relevance: 1) asking for preferences and 2) monitoring behaviors.
Slides 67-68: In the sport of hockey, players should not skate to where the puck is; they must skate to where the puck is going. Smartphone penetration among US adults is 55% as of January 2013. Meanwhile there are no signs that this upward trend is slowing. See the smartphone adoption trend line here.
Slide 69: Stats for device usage during the course of an average day from Google’s Zero Moment of Truth study.
Slides 70-73: Notes on responsive design vs. other means of developing a mobile site. See a description for all three options for developing a mobile website.
Any questions about owned media or any of the slides in the deck? Feel free to contact me or ask in the comments below.