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'Earned media' : levier essentiel et mésestimé des annonceurs

'Earned media' : levier essentiel et mésestimé des annonceurs | SD EN | Scoop.it

Bouche à oreille, avis de consommateurs, recommandations... sont de plus en plus déterminants pour un consommateur, car perçus comme de réelles sources de confiance. Cependant les budgets de communication et marketing restent majoritairement axés sur des moyens plus habituels (pour ne pas dire traditionnels) tel que la TV, la presse ou le online.


L’étude Nielsen 2012 sur la confiance mondiale dans la publicité*, indique que 92 % des consommateurs internationaux font confiance aux médias viraux tels que le bouche-à-oreille, les  recommandations des proches… plus que toute autre forme de communication.


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"Earned Media" cartoon | Tom Fishburne: Marketoonist

"Earned Media" cartoon | Tom Fishburne: Marketoonist | SD EN | Scoop.it
Earned media is on the rise as marketers scrutinize the effectiveness of traditional paid media.

 

Marketing plans have always juggled some form of paid media (buying an ad), owned media (building a web site or store), and earned media (coverage in press or word of mouth). But the lines have blurred between these three forms of media. Some ad agencies have started hiring Earned Media Directors. Some PR agencies have started placing media buys.

 

The best paid media generates earned media (which is why last year’s Superbowl ads drew so many views even before the actual game). And the most successful earned media often needs paid media as an accelerant....

 

[Good overview by Tom Fishburne - JD]


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Content Marketing and the Convergence of Paid, Earned and Owned Media

Content Marketing and the Convergence of Paid, Earned and Owned Media | SD EN | Scoop.it
Content marketing isn’t just about marketing, it’s also an opportunity for a brand’s communications, marketing and PR teams to work together across silos. Cision’s Heidi Sullivan explains how... In December 2009, Forrester defined what it called the three new media options for interactive marketers: “paid, earned and owned.” Earned media had traditionally been the responsibility of public relations, while paid and owned media had been part of the marketing mandate. In the meantime, the rise of shared or social media complicated things further. Was it a function of PR? Marketing? Customer service? Now, more than three years later, it’s clear that PR, advertising and marketing have changed forever and that working together is the best tool these disciplines have in getting their brand’s message heard above the noise....
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What Makes a Good Content Curator?

What Makes a Good Content Curator? | SD EN | Scoop.it

Excerpted from the article:
"Sharing good content shows you understand what’s interesting and valuable to your target markets. It will help you increase your followers and establish your credibility.
A good content curator has to sift through tons of content, quickly and efficiently, finding what is both relevant and good quality.

So what does a good content curator look like?
1) Really Long Arms:
You have the expanded reach to know the smaller players with a unique perspective, the powerhouse publishers, and all of the niche players. This allows for a healthy variety of content, with differing perspectives.

2) Super Fast Scanning Eyes:
An efficient content curator knows how to scan an article for legitimacy, value, and relevance to their target market.

3) A Raised Eyebrow:
Each time you come upon something new, your eyebrow is already up, because you’re there to sniff it out to make sure it’ll pass the test. People will lose interest in what you share and you will hurt your credibility if you share content that isn’t high quality.

4) A Belly Full of Hunger:
Good content curators love what they do and are passionate about traversing the wide expanse of the web to find the best content possible."

Read full article here:
http://socialmediatoday.com/parkerwhite/1236016/what-makes-good-content-curator

 


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Emily at Two Pens's curator insight, February 20, 2013 7:46 PM

What has long arms and raised eyebrows?

 

Charlotte L Weitze's curator insight, March 11, 2013 4:43 AM
Robin Good's insight:

 

Lindsey Weintraub at SocialMediaToday has a short but valuable guide to four key traits a good curator really needs to have.

 

From the ability to search and tap into sources that should not be what everyone else is looking at, to the ability to know in and out its chosen niche of interest and its players, the good content curator has an uncanny talent for scanning, selecting and triple-verifying anything potentially interesting before even considering showcasing in its selections.

 

Rightful. Good for anyone just starting out with curation. 7/10

 

Article:http://socialmediatoday.com/parkerwhite/1236016/what-makes-good-content-curator#

Rebeca Lamas's curator insight, November 18, 2013 8:07 AM

¿Qué aspectos hacen de ti un buen Content Curator?

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Perfect Timing for Lead Nurturing | Marketing Automation - Pardot

Perfect Timing for Lead Nurturing | Marketing Automation - Pardot | SD EN | Scoop.it

There’s one question that comes up over and over again with regards to lead nurturing, it’s this: what’s the perfect timing for lead nurturing emails? If you’ve ever wondered the answer to this question, listen up.

 

The number one factor in determining the timing of emails in a nurturing campaign is the use of the campaign. Let’s take a look at the three most common uses for lead nurturing, their goals, and the best practices for timing email communication in each.

 

The three common uses are:

1) Net New Lead Nurturing Program

2) Sales Nurturing Program

3) Cold Lead Nurturing Program


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marketingIO's curator insight, February 8, 2013 7:12 AM

For the specifics to each program, please click through. A very useful article that gives you an outside opinion on the timing of lead nurturing efforts (often a question mark in the minds of introductory users of marketing automation!).


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10 do's and don'ts of mobile PPC

10 do's and don'ts of mobile PPC | SD EN | Scoop.it

The mobile desktop plays by its own rules and should not be treated like a tablet or a PC. Here's how to develop a unique and winning strategy.

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5 Ways On How To Use Content Curation On Your Blog By Susan Gunelius

5 Ways On How To Use Content Curation On Your Blog By Susan Gunelius | SD EN | Scoop.it

This is an interesting and useful article written by Susan Gunelius to curate content on your blog.
Here is an excerpt from article:


"You can curate content that you think your audience would find value in, add your own commentary, and publish it on your blog. As long as you don't plagiarize, break any laws, publish duplicate content, or fail to attribute the source with a backlink to the original content, then content curation is a viable way to bring interesting content to your audience and increase your blog post publishing schedule.
Following are five easy ways to curate content on your blog in a useful, legal and ethical way.

1) Publish Editorialized Content that You've Curated:
It's important to understand the difference between content aggregation, content syndication, and content curation before you can effectively curate content to publish on your blog.

Here are some simple explanations of each:
- Content Aggregation: When you gather links to content and provide nothing else but those links in a single place, you're using content aggregation.
- Content Syndication: Syndicated content is aggregated and redistributed (in whole or in part) for consumption or publishing through a third party.
- Content Curation: When you review content from a variety of sources, gather links to those sources, share descriptions of that content, add your own commentary to that content, and publish all of those pieces in a single location, you're curating content. While aggregation and syndication are primarily automated processes, curation is not. True content curation requires human intelligence, interpretation, and intervention.

2) Publish Curated Round-up Blog Posts:
You could publish a weekly round-up post where you share links and descriptions of great content from multiple sources about a specific topic. You can even add your own brief commentary with each link.

3) Publish Slideshows to Highlight Curated Content from Multiple Sources:
Slideshows are visually appealing and can boost page views for your blog because visitors have to click through each page in the slideshow to see all of them. If your audience likes slideshows, they're great for sharing curated content.

4) Embed Curated Content on Your Blog:
There are a variety of tools that can streamline the content curation process, and some of those tools enable you to embed the content you curate on your blog. Typically, the formatting is done for you, so the process is quick and easy.

5) Curate Content into an Online Video:
You could create a video that includes your insights added about a single piece of curated content or multiple pieces of curated content, publish it to your YouTube channel, and embed it anywhere on your blog. Just be sure to include the URLs to all of your sources within the video and in the written description of the video.

Read full original article here: http://weblogs.about.com/od/writingablog/tp/5-Ways-To-Curate-Content-On-Your-Blog.htm

 


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Romila De Munshi's comment, February 6, 2013 9:19 AM
Informative article
Romila De Munshi's comment, February 6, 2013 9:19 AM
Informative article
Asil's comment, February 23, 2013 4:02 PM
oh boy ... looks like the smamographers have found Scoop-It. @ Timothy. Suggest you report 'francisca' to Scoopit and delete their post.
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Facebook Launches Graph Search- The Social Data Search Engine - Seo Sandwitch Blog

Facebook Launches Graph Search- The Social Data Search Engine - Seo Sandwitch Blog | SD EN | Scoop.it
Facebook has launched Graph Search- the social data search engine that would enable users to search the enormous amount of social data contained on Facebook servers.

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Scientists: Social Media Is Not Necessarily a Waste of Time

Scientists: Social Media Is Not Necessarily a Waste of Time | SD EN | Scoop.it
When it comes to social media, there seem to be two schools of thought in the science/research community. One posits that spending time on social media can be extremely useful. The other posits that spending time on social media is stupid.

Via Dr. Susan Bainbridge
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Lisa Sicard's comment, December 1, 2012 8:37 AM
Love the image on this piece!
AAEEBL's curator insight, January 21, 2013 7:27 PM

It's all about priorities, huh?

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Promoting Content with Social Media and eMail Marketing | Social Media Today

Promoting Content with Social Media and eMail Marketing | Social Media Today | SD EN | Scoop.it
how to promote your content with social and email marketing Businesses are increasingly reliant on content marketing to inform and educate prospects and existing customers.
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Four brands to inspire your content marketing strategy

Four brands to inspire your content marketing strategy | SD EN | Scoop.it
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Edwin Tam's curator insight, January 9, 2013 12:28 AM

Content marketing is about telling a story that resonates with your audience and finding a relevant channel to deliver it. 

 

It’s the loyal followers that then spread the brand message, these days, commonly, but not exclusively, via social media. Well that’s the theory. Getting it right can be hard. 

 

Sometimes we all have to go back to the drawing board to gather ideas and inspiration. For a recent content marketing workshop we hosted, I did just that. I wanted to showcase the brands that are doing content marketing brilliantly.

 

OK, I admit, some of the companies I used as examples have massive budgets, but they still have their unique challenges.

 

What all the brands have in common is the creative flair, the ability to change direction, adapting to new environments and communicating with the people that are most important to them – their customers – in a variety of ways.

 

 

Here are four brandsto inspire your content marketing strategy

 
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The future of mobile in 2013

The future of mobile in 2013 | SD EN | Scoop.it
As 2012 is officially over and we've now welcomed in another year, we reached out to a few industry professionals to see what their thoughts are for the year ahead.

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gillkelley's curator insight, January 3, 2013 8:20 AM

How is mobile evolving - another view from Econsultancy

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Content Marketing Strategy: Leverage Paid, Owned, Earned Media

Content Marketing Strategy: Leverage Paid, Owned, Earned Media | SD EN | Scoop.it
Content marketing that combines paid, earned, and owned media is a simple strategy that leads to publisher partnerships that can drive success for both parties.

Via Stefano Principato
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Stefano Principato's curator insight, January 14, 2013 7:41 AM

The ad placements are just one part of a three-legged media stool that combines paid, earned, and owned media. This convergence helped create a simple content marketing strategy that led us to start thinking about publishers in a whole new way while putting an end to interruptive advertising.

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The Difference Between Earned and Owned Media

The Difference Between Earned and Owned Media | SD EN | Scoop.it
Here's the basics on where your content appears online and how to position yourself as an industry thought leader.

 

Creating fresh, interesting and relevant content is a new practice for many digital marketing teams. Almost any form of content created by your digital marketing team can be placed into one of two categories--earned media or owned media. Understanding the differences between these content types can focus the team's efforts and maintain truly meaningful KPIs.

 

Owned Media

This is the primary type of content your team will create on a regular basis. Owned media is all content and media that is featured in areas of the Web owned by your brand. A few examples of where you place owned media include:

 

The company blog, news area or website in generalSocial media profile pages such as the company Twitter or Facebook pageEmail marketing pagesWebinar presentationsMobile notifications inside company-owned mobile apps

 

 

Earned Media

This type of content is what really boosts digital relevancy on the Web. However, earned media is useless by itself. The same quality and frequency of published content must also appear in the brand's owned media to complete the loop and be digitally relevant. The most valuable feature of earned media is in the name --the content is so good that it earns a spot on a third party site instead of being paid for. However, just because you don't pay for the placement doesn't mean that it's free. To place earned media effectively, your team must find relevant publishers, pitch ideas, create content and follow up with each potential opportunity in an efficient manner. Examples of Earned Media Content:

 

Guest blog posts, news articles and editorialsPolls or other data resourcesResearch papers, whitepapers, guides and studiesViral videos

 

Examples of Earned Media Third Party Websites:

 

Industry organizationsIndustry partner websitesTop industry Linkedin groupsIndustry thought leader blog or websiteOther relevant blogs or websites

 

It's the combination of compelling owned and earned media that communicates digital relevance to search engines, social media websites and the world. Always keep an educational and thought leadership perspective when creating owned and earned media. This will educate the market, encourage sharing of your content and position your brand as an industry thought leader.

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Education & Learning Social

Education & Learning Social | SD EN | Scoop.it
Paid, Owned, Earned: A Strategic Business Model For Effective Social Media Marketing (Paid, Owned, Earned: A Strategic Business Model For Effective Social Media Marketing http://t.co/lNx7cYJP)...

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Content Marketing & Your 2013 Earned Media Strategy

Content Marketing & Your 2013 Earned Media Strategy | SD EN | Scoop.it
Elevate is an employee social media marketing platform that helps companies generate earned media value.

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2013 — The Year Ahead In Mobile [SLIDE DECK] - Business Insider

2013 — The Year Ahead In Mobile [SLIDE DECK] - Business Insider | SD EN | Scoop.it

We thought it too important not to deliver this deck to you from Business Insider.  Great insight into the growth of mobile.  Note growth of mobile advertising starting on slide 69.

 


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marketingIO's curator insight, February 1, 2013 8:33 AM

 

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Do's and don’ts of hyper-local mobile advertising

Do's and don’ts of hyper-local mobile advertising | SD EN | Scoop.it

Hyperlocal mobile advertising requires some strategizing
SUMMARY: Businesses hoping to take advantage of mobile for hyperlocal marketing are advised to offer something of value in return for information on the mobile user's location, especially as consumers experience increasing message volume, writes Chantal Tode. The geographic area being targeted should be large enough to reach enough consumers to make the effort pay off, and the campaign should rely on the right form of location data for the campaign's needs.

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Sarah Wartman's curator insight, March 11, 2013 12:26 PM

Hyper local is important with mobile advertising... but must me done correctly. Must be relative to the user and create value without seeming intrusive. Fine line to walk.

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Keyword Research for SEO

Keyword Research for SEO | SD EN | Scoop.it
Keyword research is quite possibly the most important part of SEO.

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Level343's curator insight, January 16, 2013 12:00 PM

Keyword research is the practice of identifying which phrases are used on search engines when people are looking for information, and usually includes finding both the search volume and relative competitiveness of the terms.

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Facebook Graph Search: The Experts Speak

Facebook Graph Search: The Experts Speak | SD EN | Scoop.it

"Graph Search is the next big thing on Facebook. Everyone’s talking about how it will impact Facebook from a user’s perspective and how businesses can leverage it.

 

In particular, I wanted to get a better idea of what all of the Facebook marketing experts thought about it, so I surveyed a bunch of my friends".

 

Read More:http://www.jonloomer.com/2013/01/16/facebook-graph-search-experts/


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Thierry Bodhuin's curator insight, January 25, 2013 3:54 AM
Facebook Graph Search: The Experts Speak

 

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Which content will get the best visibility in Facebook in 2013? - Smart Insights Digital Marketing Advice

Which content will get the best visibility in Facebook in 2013? - Smart Insights Digital Marketing Advice | SD EN | Scoop.it

Along with most commentators on Facebook, I’ve written extensively about the new Edgerank algorithm in recent weeks. It’s clear that many brands have experienced a significant drop in organic reach (although to be fair I’m not the only one who has reported a significant increase in reach since the back-end of November as Facebook appear to have tweaked the algorithm again – see below).

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The 2013 Marketing Predictions Post: Content Marketing And Social Business

The 2013 Marketing Predictions Post: Content Marketing And Social Business | SD EN | Scoop.it
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3 Ways To Kick-Start Your Content Strategy For 2013 - Forbes

3 Ways To Kick-Start Your Content Strategy For 2013 - Forbes | SD EN | Scoop.it

Just hearing the words “content strategy” can scare business owners. The thought of stepping away from the core business and becoming your own media company is often daunting, which is why it’s helpful to have a simple framework for addressing your  content strategy.

Let’s look at a widely used approach — people, process, and technology – and fill in our own details for content planning in 2013.


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