The importance of integrating     Paid, Owned & Earned   toward driving measurablesuccess and ROI in Social Media
“If you build it, he (or she) willcome”      The greatest myth of social media
“Ease his (or her) pain”                       Thinking across the                       enterprise Paid:          Earned:...
“Go the             distance”Metrics: Brand, Transaction, Attribution?Paid:            Earned:              Owned:- TV    ...
“Field of                                             Dreams”                               3rd Party                     ...
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Smw talkable brands 10am pane simkins

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Paid, Earned and Owned. Integrating the digital marketing enterprise with a DMP.

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Smw talkable brands 10am pane simkins

  1. 1. The importance of integrating Paid, Owned & Earned toward driving measurablesuccess and ROI in Social Media
  2. 2. “If you build it, he (or she) willcome” The greatest myth of social media
  3. 3. “Ease his (or her) pain” Thinking across the enterprise Paid: Earned: Owned: - Display - Editorial - Web Site - Video - SEO - Microsites - Paid - Query - Apps Search - WOM - Email Brand/Corporate Product Promotio Reputation/CSR n Brand Platform 1964 1979 1984
  4. 4. “Go the distance”Metrics: Brand, Transaction, Attribution?Paid: Earned: Owned:- TV - Public Relations - POS- Print - Employee WOM - Sales- Sponsorshi - Customer WOM - Ops p- DMPaid: Earned: Owned:- Display - Editorial - Web Site- Video - SEO - Microsites- Paid Search - Query - Apps - WOM - EmailCampaign Objectives: Brand/Transaction Brand/Corporate Product Promotio Reputation/CSR n Brand Platform 1964 1979 1984
  5. 5. “Field of Dreams” 3rd Party online Search data Data Site Data Email DMP Social Media: Volume/Sentiment Sales Segment Individuals Data s CustomerDisplay Data - ICA Database Centralization of WHAT and Offline media 3rd Party WHO across online and offline offline data channels (beyond static Direct mail dashboards to dynamic data
  6. 6. Q&A
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