All Earned Media is Not Created Equal

This week we’re hearing a lot about earned media, ROI, storytelling and brand ambassadors. But is all earned media the same?

Our partners House Party say no.

It’s a bold statement and they can back it up. Friday, they’ll be covering in more detail (and we recommend you check it out here). But to prepare, we think you’ll enjoy their newly released White Paper.

We know that creating experiences is invaluable for brands. It’s not about pushing out content; it’s about conversation and relationships. You hear it every year. But what may get overlooked is that experience-driven social marketing, when properly done, can be the most powerful medium in the mix.

Brands seek out earned media over paid media because it is the most powerful form of advertising. The same should be true for experience-driven advertising. The deeper engagement of in-person brand experiences will ultimately drive stronger advocacy. This leads to bigger and longer-lasting brand and sales lifts. And the better you do, the stronger results.

But it doesn’t stop there. If you have a truly experience-driven social presence, then the rest of what you do is so much more effective- and much more measurable.

“Experience-driven social wins hearts and minds.” House Party has found that experience-driven social can increase favorability by 161%, advocacy by 206%, and purchase-intent by 187%. That’s impressive.

“Experience-driven social opens wallets.” House Party also found that it can increase sales by 10% and ROI by $2, in gross profit.

What’s more, if you do your campaign well, you come out with incredible content, and user-generated content at that. There’s also more opt-ins, feedback and audience feedback. This all goes back to your ROI- and doesn’t let up.

The moral of the story? Create experiences. Download House Party’s White Paper to learn more- then join us tomorrow to engage in a deep discussion around it.

12 Events to Register for NOW

With hundreds of events (over 200!!!), we aim to highlight the ones that catch our eye and share them with you.
Here are a dozen that grabbed our attention this week, each from industry leaders — several of which were just named Fast Company’s most innovative companies of 2013 — aiming to bring you the best content and conversation at SMW NYC:

  1. Ogilvy presents: Contextual Awareness: What Is The Future of Social Intelligence?
  2. BuzzFeed presents Genuine Appeal: Creativity and Authenticity in the Social Age
  3. Games for Change presents: Half The Sky Movement: Using Transmedia to Inspire Real Impact
  4. Pfizer & LiveWorld present: How to Improve Social Media in Regulated Industries and Consumer Sensitive Markets
  5. OfferPop presents Keeping Up With the Agile Consumer
  6. Time.Inc presents: The Secret Sauce of Native Advertising? Authenticity.
  7. Conversocial presents: The Social Engagement Hub: Re-Imagining the Contact Center as a Critical Marketing Tool
  8. Imagination presents: Connections: How the Internet of Things is Transforming Our Social World
  9. Code for America Presents: We Built This City: The State of Civic Technology, with Code For America and IDEO
  10. House Party presents: All Earned Media is Not Created Equal: Winning Hearts, Minds & Wallets via ‘Experience-Driven Social Marketing’
  11. Google Presents: Google+ Hangouts: Go Way Outside the Box(es) – expert tips & tricks to further innovation
  12. SideTour presents: SideTour: The P2P Experience Economy: Four Unique Events for the SMW Community

For the FULL SCHEDULE click here. And keep in mind, if you want to skip registration and lines, and attend events that are already full, you can still BUY A PASS here.