This document discusses the role of editors in managing social media advertising. It argues that editors should be in charge of advertising because they understand customers and can create high-quality content aligned with business goals. Effective social advertising requires a strategic content supply chain, always-on editorial production, and paid distribution to scale and amplify content to customers. Prioritizing paid efforts over quality content and customer experience will not be successful.

1. Paid as an editorial tool
IAB Amplify the Love
Antony Mayfield
19th February 2014
@amayfield
brilliantnoise.com

2. Or why editors
should be in
charge of
advertising...

3. Or why editors
should be in
charge of
social media
advertising...

4. The
Problem

5. Small
budgets
Low
priority

6. Paid is another
tool in the box.

7. Source
RSS
Social
listening
Bookmarking
e.g. Diigo
Yammer
Wiki
Internet
Create
Publish
Word/Pages
Spredfast
Editorially
Gather
Content
Scrivener
ZenWriter
CMS
Blog
3rd party
sites
Social
networks
Amplify
Social
networks
Email
RSS
Paid content
promotion
e.g. PPC,
OutBrain,
Zemanta

9. Mind your
Language

10. Legacy
Language
Business models
Perspectives

11. Earned Media
Paid distribution

12. All about the
Customer?

13. Customers, not
media, are at
the centre of a
brand’s world.

14. Advertising is
an unwelcome
caller...

16. Customer Decision
Journey
Consider
Bond
Advocate
Evaluate
Enjoy
Buy
Mckinsey & Co’s Consumer Decision Journey Model
Model first published Harvard Business Review

17. “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
image (cc) Lorem Ipsum

18. If paid is the
priority, the
customer isn’t.

19. The content
Equation

20. Processes: content supply chain
Client

21. Content / social brand activity types
- Campaigns (spikey)
- Always-on (consistent)
- Regular/standard posts
- Paid-supported distribution

22. Always-on
Paid supported

23. Content isn’t
Scaling

24. Brings us back
to a model from
IBM...

25. Campaign model

26. Community building

27. To scale content...
- 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

28. A-OPS

29. #AOPS

30. Ends.
Further Reading and notes at:
@amayfield
brilliantnoise.com
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