How to Make Paid, Earned, and Owned Media Work for You!

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How to Make Paid, Earned, and Owned Media Work for You!

Published in: Technology, Business

How to Make Paid, Earned, and Owned Media Work for You!

  1. 1. Paid, Owned, and Earned Media
  2. 2. Agenda1) Introduction: Who we are2) Paid, owned, and earned media - What are they?3) How the three forms of media work with one another4) Increasing the market effectiveness when utilized in tandem5) Case study: major telco company6) Question and Answers Mavensocial.com
  3. 3. PresentersBrienne TorleyCommunity Media Manager Addison Nixon Social Data Analyst Mavensocial.com
  4. 4. What is Paid Media? • Brand pays to leverage a channel • Normally thought of as advertisments such as display ads or paid searches • Benefits: • immediacy, scale, control • Drawbacks: • clutter, declining response rate, poor credibility Mavensocial.com
  5. 5. Paid MediaPrint, Television, Radio,Banners, Direct Mail Mavensocial.com
  6. 6. What is Owned Media?• Channel and assets that brand controls• Media such as blogs, websites, or twitter accounts• Benefits: • control, longevity, versatility• Drawbacks: • no guarantees, bias source Mavensocial.com
  7. 7. Owned Media Company websites,Microsites, Mobile app, Facebook page
  8. 8. What is Earned Media? • when customers become the channel • having brand presence without having to pay for advertising • Benefits: • most credible, key role in most sales, cost effective • Drawbacks: • no control, scale, hard to Mavensocial.com measure
  9. 9. Earned Media Blogs, Facebook, Twitter, Digg,Youtube, Word of mouth Mavensocial.com
  10. 10. Working Together• Paid media has the ability to create brand awareness• Owned media has the ability to create earned media• Earned media has the ability to create social lift Mavensocial.com
  11. 11. Applying All Three• Paid media is used as a catalyst for owned and earned media• Not enough to buy an ad• Owned media creates brand portability• Must engage consumers to obtain earned media Mavensocial.com
  12. 12. Why is Earned Media is so Important? • Owned media can only take a company so far • It is necessary for the consumer to ‘like’, ‘share’, and talk about the products and services
  13. 13. There were 500 billion word-of-mouth impressions made byAmericans online in 2009 Mavensocial.com
  14. 14. MavenSocial Campaign Example Major Telco Company Mavensocial.com
  15. 15. MavenSocial Campaign Example Major Telco Company Mavensocial.com
  16. 16. MavenSocial Campaign Example Major Telco Company Mavensocial.com
  17. 17. MavenSocial Campaign Example Major Telco Company Mavensocial.com
  18. 18. MavenSocial was tasked with:a) lowering costs of the campaign by leveragingdirect mail and amplifying results throughsocial mediab) determine economic impact of influencersand capture email opt-ins for follow-upmarketing Mavensocial.com
  19. 19. MavenSocial Campaign Dashboard OverviewAll Paid ads FB, Google & paid bloggers, inserts 200% Social Lift Visitor to Opt-in Conversion Rate Mavensocial.com 13%
  20. 20. Paid Owned Earned 3% 33% 64% Top 20 Influencers Number of Days in Amplification (Paid Media to (Earned Media) brought Market Visitors) Mavensocial.com in 60 Days 580% Lift 20% of the Opt-ins
  21. 21. Media 967 1037 777 Earned Media 409 Paid Media 55 37 530 37 518 471 37 Owned Media 217 0March 1 First Period Second Period Third Period May 16 Mavensocial.com
  22. 22. We LeveragedOwned Media to driveEarned Media with the help of influencers EARNED MEDIA MAVENSCORE: Influencer Viral Impact Score: 66 Brand Impact: 20 (50%) Top Influencer Brand Engagement: 32 (80%) Followers: 14 (70%) Kevin Linkie: Male, Oshawa, Beauty, Social Media, Social, 35-44
  23. 23. Campaign ResultsPaid:a) 1,474 paid ads on Google & Facebook Brought in: 1,474 visitorsb) 3.2M direct mail pieces Brought in: 2,000 visitorsEarned:a) Social media influencers & Organic sharing: Brought in 5,000 visits Mavensocial.com
  24. 24. How Can You Leverage the 3 Media?Owned Media: - content creation, complimented by a strong SEO strategyPaid Media: - use as a catalyst (not a foundation) that feeds owned & creates earned media = no dead ends - everything feeds something else Mavensocial.com
  25. 25. Overall1) There are three main types of media: paid, owned, and earned2) All have the ability to effect one another3) When utilized properly, the three elements can increase the marketingeffectiveness by considerable amounts4) Long term relationships are invaluable to have with customers; theserealtationships can be obtained with the ability to communicate directly toconsumers and create engangment5) It is possible for a company to have all three Mavensocial.com
  26. 26. JOIN US Twitter/mavensocial.comContact details @Maven_Social facebook.com /mavensocial Mavensocial.com

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