Transcript of "Synthesize Paid, Owned , and Earned with Spredfast"
Synthesize Paid, Owned, AND
Earned with Spredfast
Social marketing efforts are more effective if you combine content on owned media channels with earned
audience interactions and paid advertising options. However, most social teams manage owned content, earned
media, and advertising decisions separately. Successful social brands use Spredfast to let owned and earned
content performance direct their paid strategy in order to maximize social results.
Spredfast helps you synthesize paid, earned, and owned content
to drive engagement, conversion, and business results.
Amplify Effective Content
Spredfast makes it easy to understand which content drives quality engagement and lets you amplify it across all
of your social accounts. By removing the guesswork, you can use clear insights to expand reach and engagement.
Harness Earned Media
You can monitor earned engagement to learn when your audience initiates important conversations and responds to
owned content. Spredfast streamlines your team’s ability repurpose earned media to amplify reach and engagement.
Balance Owned, Earned & Paid
Spredfast allows you to compare the performance of owned, earned, and paid content across all social networks
and accounts. You can use this insight to continuously improve content and engagement strategies.
Optimize Paid Promotion
Armed with insight about high performing social content, you can make more informed decisions about paid
social promotions on Facebook, Twitter, LinkedIn and Google+.
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PAID-OWNED-EARNED SUCCESS STORY RACKSPACE
Rackspace Hosting combines paid, owned, and earned elements to connect with users and fans. By
sharing great owned content, amplifying positive earned media, and using paid options on social
channels, Rackspace increases brand awareness, builds brand loyalty, and drives conversion.
These right rail Facebook Ads include a clear call to action and
compelling purchase info.
By Retweeting or engaging with a user’s positive review, Rackspace
builds positive brand awareness.
Rackspace created a video asking kids to explain the cloud. When
shared on Google+ and Facebook, the video was Shared and
Liked/+1’d many times.
In a single post, Rackspace is sharing an earned media impression
from an owned social property and amplifying the message with paid
promotion (Facebook Sponsored Stories.)
THE BIG PICTURE
Don’t make decisions about which posts to amplify and promote in a vacuum. For better results, make sure
you and your team leverage actual social performance insight to inform your paid promotion programs.
Spredfast provides actionable insight about your audience, content, and engagement. This knowledge can help
you and your team understand how to optimize paid promotions on Facebook, Twitter, LinkedIn, and Google+.
For more ideas on Paid - Owned and Earned, refer to The Social Business Textbook - Chapter 8.
19 | Spredfast Study Guide Section8: Paid - Owned and Earned
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