Paid, Owned, & Earned: Balancing Tactics for a Successful Strategy

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  • The source of this entire conversation is having content worth sharing. B2Cs always seem to have something to say and B2Bs often struggle with this.
    Aligning your internal teams is beneficial for both types of business though. Remember, social media allows for 2-way conversation. Start listening and you’ll find something to talk about.

    •This isn’t just your marketing team!
    •Pull in people from each department to help you source content
    •In most cases, there is content waiting to get out. Again, listening is key.
    •You’ll find that this practice also help your business function more efficiently as new internal connections develop
    •People will be talking who don’t usually get to interact.

    HR is talking and listening online, Customer service does lots of listening, Operations has insight that can be valuable for both of those groups. You can help bridge that gap and combine 3 separate conversations into pro-active marketing.
  • •How does this all affect the bottom line?
    •You can get an ROI from social media but understand what the R is.
    •You want more sales of course but get real clear on your KPIs (Key Performance Indicators)
    •For some it is more organic traffic or email address collection
    •Understand google analytics or whatever package you use. Google just announced a big push of training materials.
    •There are free resources that let you create a unique URL that can be tracked in Google. It sets a campaign and medium
    •In this example, any traffic to my site would be recorded in my analytics in a campaign called omi and the medium would be webinar
    •I can then measure the performance of those visitors. This way I know what works and what doesn’t
    •Simple and free!
  • So lets move the needle
  • •The best way to to this all is to move backwards.
    • Spend time this week defining your Rs if you haven’t already.
    • define your evangelists and reach out to them. You may want to schedule a meeting to discuss your request for info from them.
    • in the long run, you will be sourcing data from them but if they know you are interested and what the goal is, they will be prepped
    • Take a look at all your current web pages, emails and digital assets. Make sure readers can easily share this info with others. Add “forward to a friend” links on your emails, add social sharing icons on all your pages and posts, etc.
    • start your editorial calendar and get to work
    • I always recommend working in 90 day chunks. All your efforts support your vision statement but plan for 90 days of work and work your plan
    • 90 days is a long enough focus. Part of your next 90 days will be reviewing the success of your last 90 days. Understand what worked and start again from the top.
  • •So what did we learn?
    •The convergence of Paid owned and earned are here.
    •Bring the convergence INSIDE your organization
    •coordinate people, efforts and goals
    •Track your progress and learn from your work
    •There is only learning here. Take the results from your 90 day plan and move forward with intelligence.
  • Thank you so much for your time.
    Again my name is aaron mandelbaum and you can find me at icebreakerconsulting.com and all over social media
    I’m happy to answer any questions you have.
  • Paid, Owned, & Earned: Balancing Tactics for a Successful Strategy

    1. 1. Paid, Owned and Earned: Balancing Tactics for A Successful Strategy Aaron Mandelbaum Founder & CEO Icebreaker Consulting
    2. 2. Today You Will Learn • The difference between Paid, Owned and Earned Media • Editorial planning strategies • How to align cross-functional teams for effective deployment • ROI measurement
    3. 3. • MBA in Strategic Management • Award winning business plan writer • International speaker • Founder & CEO of Icebreaker Consulting We connect your mission and vision with your digital presence. About Me
    4. 4. Agenda • Paid, Owned, Earned Defined • Convergence of POE • POE in Practice • Editorial Planning • Aligning Teams • ROI • Takeaways
    5. 5. Paid Owned and Earned Defined Size of circle denotes maturity of sector Owned • Web Analytics • FB • SEO • Email Paid • Ad Networks, Display, RTB • SEM • Social Buys Earne d • Social Engagement • Social Advocacy • Community Management • Influencer Marketing
    6. 6. POE In Practice PAID EARNED OWNED • Paid delivers scale • Owned is where you convert • Earned drives conversation
    7. 7. Convergence Is Here Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
    8. 8. Content Distribution Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
    9. 9. Content Distribution Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
    10. 10. Examples Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012) Create a Blog post Share on Facebook Sponsor the post (Owned) (Owned) (Paid)
    11. 11. Examples Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012) Outreach to Influencers Like on Facebook to participate Review Comments (Paid) (Owned) (Earned)
    12. 12. Examples Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
    13. 13. Examples Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
    14. 14. Editorial Planning Annual- Holidays, events Quarterly- Sales goals, promotions, seasonal Monthly- Editorial, contests, ongoing events Weekly- #FF, tips, news Daily- 10:1 (conversation : conversion) Hourly- RT, reposts, shares, questions
    15. 15. Content Planning “Lets make a viral video!” Scary or Happy? • Compact • Cohesive
    16. 16. Aligning Teams 1. Source evangelists from each department 2. Source content from each evangelist 3. Align content on a single calendar 4. Align staff around your calendar
    17. 17. ROI • Define your “R” • Learn Google Analytics • Track all URLs • Create campaigns • Create mediums • Example: icebreakerconsulting.com/?utm_source=omi&utm _medium=webinar&utm_campaign=omi
    18. 18. Move The Needle
    19. 19. Move The Needle Start Backwards 1. Define your “R” 2. Find your evangelists 3. Create an calendar 4. Test and measure 5. Work in 90-day increments
    20. 20. Key Takeaways Paid Owned and Earned work together Your team has to work together Your efforts have to be cohesive Your results must be tracked Narrow your focus
    21. 21. www.onlinemarketinginstitute.org Thank You! Learn more at

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