(Note: This article appears as a part of a partnership with our parent company Ayzenberg Group.)
Progressive marketers know influencer and social marketing works, but understanding the value gained from these programs compared to paid media can be difficult. A new webinar and index from Ayzenberg Group will help marketers that struggle to quantify the success of their campaigns.
In their March 2 webinar, “Earned Media Value: Intel for a Smarter Marketing Mix,” Ayzenberg is introducing an index of industry values for social and influencer activations, providing a way to judge these gains against other marketing options. The Earned Media Value Index will be available immediately following the webinar and the values will be updated regularly on the alistdaily and ION websites as they change over time.
During the session, Ayzenberg experts will share the methodology for creating the EMV Index, which is backed by more than a decade of media, social and influencer experience. They will also outline how to use the index to make smarter decisions when planning a campaign or content strategy. With actual values for key platforms and the actions that are generated by activations, marketers can better quantify efforts on platforms like YouTube, Snapchat, Facebook, Instagram and Twitter.
“Earned media has evolved in the social-mobile age but it is still immensely valuable,” said Vincent Juarez, Principal at Ayzenberg. “Nielsen tells us 92 percent of consumers trust word-of-mouth recommendations versus only 24 percent for online ads. Yet we found no accepted standards to really provide the value of individual, platform-specific social actions.”
“We’ve had an internal EMVI for years to report on the success of client campaigns,” said Juarez. “We’ve refined the numbers as we gained more knowledge, folded in third-party research and updated values against paid costs by platform. We are making this Index public so there are real baselines available to the industry that are updated regularly.”
Juarez will be joined on the webinar by Robin Barnett, Ayzenberg’s director of analytics and Francesca Forgach, the director of group accounts for ION, the Influencer Orchestration Network.
The webinar is scheduled for Wednesday, March 2 at 11 a.m. PT and registration is now open for all attendees. To join this session and be among the first to learn about this essential new tool to accurately report on marketing success, sign up here.
