POEM- Paid Owned and Earned Online Media


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Let Internet marketing pioneer, Hillary Bressler, lead you in today's fast paced world, consumers are massively dependent on the information they gather from a brand's online presence. Cultivating the right balance of Paid, Owned, and Earned Media is critically important to develop your digital footprint, draw in eager consumers, and generate conversions. Your actual site and other controlled properties are your owned information in that they can be carefully crafted to send out your message. Paid media, while easily the most expensive is immensely valuable because of the immediate results it delivers and its value as a supplement to traditional ranking strategies. Finally, earned, the most difficult to acquire medium are those mentions where awards, newspapers, bloggers, and other sites recognize your excellence and provide mentions based solely on your merit.

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  • Digital Media Trifecta or POEM
  • Paid media, also known as bought media, is all the stuff you commission: ads, sponsorships, paid search campaigns, - See more at:
  • it’s pretty well-known within the search engine marketing community that eBay is the butt of many jokes when it comes to adopting advertising best practices.
  •  if someone clicks on the ad and goes to the site – they’re not likely to find what they’re looking for (no love for sale), and won’t convert.eBay was paying a high premium for mostly worthless clicks.
  • Simply put, owned media are all outlets you own and can control in full or partial ways. Fully-owned media are things you have complete authority over, such as your website and blog. - See more at: http://www.rise.net/blog/three-media-types#sthash.X3l1Lvas.dpuf
  • On a night of 1.4 million tweets, it was a little water bottle that created the most froth
  • Their twitter is protected from the public, with only 729 followers despite being a major brand.
  • “Right now, their rep is frantically trying to remember the password,” joked author Jory John on—where else?—Twitter.
  • This is where you let the customers do the talking for you, for better or worse. Earned media has been around forever in the form of word-of-mouth recommendations and cautions. - See more at: http://www.rise.net/blog/three-media-types#sthash.X3l1Lvas.dpuf
  • Source: HubSpot, 2010“How do you attract a flash mob of 150+ people to your restaurant? Offer the possibility of a Foursquare Swarm Badge, of course!Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total Foursquare users in the area). Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5697/Restaurant-Owner-Increases-Sales-by-110-with-Foursquare-Swarm-Badge-Party.aspx
  • within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."
  • POEM- Paid Owned and Earned Online Media

    1. 1. How and Why They Are Important Hillary Bressler, CEO & Founder of .Com Marketing @hillarybressler | bressler@commarketing.com A u g u s t 2 2 , 2 0 1 3 1
    2. 2. 2
    3. 3. 3 Paid media is an exposure that you pay for. Examples: Paid Search, Banners, Social Ads Least Credible and Most Expensive But Fastest
    4. 4. 4 Owned media is any web property that you can control and is unique to your brand. Examples: website, blog sites and social media channels Least Objective and Most Control
    5. 5. 5 Earned media is essentially online word of mouth. Examples: 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites Most Credible and Hardest to Get The Customer is the Channel
    6. 6. Paid media 6
    7. 7. Positive Paid – Snickers “You are Not You When You’re Hungry” • Targeted misspelled keywords, and used ad copy to play on the fact that the person misspelled what they were searching for. • In just over two days, Snickers managed to get 558,589 ad impressions on those misspellings. http://searchenginewatch.com/article/2265867/Snickers-AdWords-Campaign- Targets-Searchers-So-Hungry-They-Cant-Spell
    8. 8. Positive Paid – Snickers
    9. 9. 9
    10. 10. “….many paid search ads generated virtually no increase in sales, and even for ones that do, the sales benefits are far eclipsed by the cost of the ads themselves.” ~Ray Fisman, who wrote up the study for Harvard Business Review http://www.wordstream.com/blog/ws/2013/03/13/dear-ebay-its-not- adwords-its-you Negative Paid – eBay Ads
    11. 11. Does Google AdWords work? eBay Says No! The company argues that SEM only works in instances where consumers are nearly totally ignorant of a brand and its offerings. By not-so-subtle implication eBay urges other well-known brands to stop using SEM. 11
    12. 12. Is eBay's bashing of Google AdWords valid or do they just stink at it? 12 eBay’s AdWords strategy appears to be to pick every possible word in the dictionary and run them on Dynamic Keyword Insertion. For the last 10 years, they’ve been running ads on the most ridiculous things including stuff that doesn’t exist or stuff that is illegal to sell.
    13. 13. 14
    14. 14. http://www.vaughns-1-pagers.com/internet/ebay-ads.htm
    15. 15. 16 Discounts for Smart Paid Search To ensure that advertisers do a good job at choosing keywords that are relevant to their business (which is important because Google would prefer not to display stupid, irrelevant ads, which annoy users), they give you a discount on ads that have high click-through rates. Penalization for Stupid Paid Search The flip side of this is that they penalize lousy ads (like ads for love or loneliness, etc.) by charging as much as 10x more.
    16. 16. Negative Paid – Carnival Cruise Use negative keywords to prevent your ads from showing up on irrelevant searches!
    17. 17. 18
    18. 18. Negative Keyword: “Roach Hotel” 19
    19. 19. 20 Negative Keyword: “Roach Hotel” Roach, Mo
    20. 20. 21 Negative Keyword: “Roach Hotel” Roach Motel Pest Control
    21. 21. Paid Search Tips • Be more picky with your keywords. Instead of bidding on hopelessly unspecific keywords like “baby,” choose more specific terms that show at least a little intent, like baby bottles, or baby stroller, etc. • Consider using Dynamic Search Ads – a technology from Google that picks your keywords for you automatically. • Use negative keywords to prevent your ads from showing up on irrelevant searches. This could save you millions of dollars! • Use remarketing to target shopping cart abandoners. It’s a super-effective way to draw people back onto your site. • Track conversions. 22
    22. 22. Owned media 23
    23. 23. 24 Poland Spring's Missed State of the Union Opportunity
    24. 24. Missed Opportunity Costs Tweets that included the terms ‘Rubio’ and ‘water’ peaked at 57,466 mentions “Rubio Water”
    25. 25. 26 Within the hour, #watergate was trending, a Lil’ John remix was in the works, and Rubio himself had even tweeted out a photo of the bottle:
    26. 26. Finally, more than 14 hours after Rubio’s sip -- or roughly 14 years in social media time -- Poland Spring released an image on Facebook of a tiny Poland Spring bottle staring at itself in a vanity mirror with the message: “Reflecting on our cameo. What a night!” 27
    27. 27. 28 Negative- Poland Springs Their twitter is protected from the public, with only 729 followers despite being a major brand.
    28. 28. “I had no idea we would get such a response to an impromptu sip of water,” says Jane Lazgin, Poland Spring’s media contact at Nestlé Waters North America” 29
    29. 29. 30
    30. 30. Their website comes up like this on a mobile phone. 31
    31. 31. Positive - Old Spice Old Spice launched its new Wild Collection line and to accompany it, “hired” a wolf dog as their marketing director with an entire suite of owned digital space for the wolf dog: facebook, twitter google+, youtube and instagram.
    32. 32. Twitter Despite only having 89 tweets and following 8 users, Director Wolf Dog had a following of nearly 8,000 within a week of launch
    33. 33. www.mrwolfdog.com •Old Spice created a tumblr page for Director Wolf Dog, complete with cheesey gifs •Within a week, the site had over 500,000 visitors. •The most popular post has 2,824 notes (made up of reblogs and likes)
    34. 34. 35
    35. 35. One week of marketing…. • The Wolfdog campaign garnered over 4 million views on YouTube • The campaign also led to 600,000 page views on Old Spice.com and MrWolfdog.com • Generated more than 30,000 new social fans, followers and subscribers http://www.clickz.com/clickz/news/2255256/old-spice-wraps-up-wild-week- with-mr-wolfdog
    36. 36. 37 LinkedIn Profiles
    37. 37. 38 LinkedIn Endorsements
    38. 38. CelebBoutique, an online store, posted a promotional tweet with the Aurora hashtag to take advantage of a trending topic. Unfortunately, the company's PR apparently did not take the time to read up on why Aurora was trending, so the tweet came off as incredibly insensitive. http://mashable.com/2012/11/25/social-media-business-disasters-2012/ Negative- Celeb Boutique
    39. 39. 40 TWEET: "Obamas gma even knew it was going 2 b bad! She died 3 days b4 he became president. #nbcpolitics" Negative- Kitchen Aid To the company's credit, it quickly removed the tweet and issued an apology, explaining that a member of the KitchenAid team had mistakenly posted it from the company account instead of from a personal handle.
    40. 40. Owned Tips • Make sure you have a professional PR or social media expert driving your social media strategy. • Make sure that all your “owned” space is updated, claimed and active, or remove it. • Do act fast in times of opportunity. • Have a crisis management plan in place. • Reply to both good and bad reviews. 41
    41. 41. Earned media 42
    42. 42. 43 80% of Twitter updates are on mobile devices. Imagine what that means for bad customer experiences.
    43. 43. 44 United Stock prices dip 10% after social video launches Negative Earned- United Airlines
    44. 44. Negative Earned- United Airlines
    45. 45. • Over 11.4 million views • Stock prices dip 10% resulting in $180 million • Appeared on ABC’s The View • Time Magazine’s Top Viral Video’s of 2009 • 2 more videos to be produced As of 2/4/12 Negative Earned- United Airlines
    46. 46. Negative Earned- Suite Paradise Hotel
    47. 47. Negative Earned- Heart of Texas Motel
    48. 48. iPhone’s Voice Activated Search Siri, uses Yelp as their search data. The moldy shower photo is their main photo! 50
    49. 49. 51 Design-led companies are beginning to embrace the rapid adoption of mobile-based photo sharing websites such as Instagram Positive Earned- Morgan Hotels Hot trifecta of marketing magic today: social/mobile/local.
    50. 50. Hotel Indigo does a great job of guestsourcing – using photos that guests have tweeted or uploaded as a Pinterest board. 52 Positive Earned- Hotel Indigo
    51. 51. 53 Positive Earned- Hyatt
    52. 52. 54
    53. 53. Positive Earned – Cava Del Tequila • Cava del tequila in Disney’s Epcot offers freebies to people who follow them on twitter
    54. 54. Positive Earned – Cava Del Tequila
    55. 55. Why it works • Users are eager to follow @cavadeltequila in order to get the freebie • Once the user follows, Cava can send out updates easily to highly targeted users • Users are likely and eager to share their experience with an expanded network of followers.
    56. 56. 58
    57. 57. 59
    58. 58. Hillary Bressler CEO/Founder of .Com Marketing Email: bressler@commarketing.com Web: www.commarketing.com Phone: 407.774.4604 ext 203 @commarketing @hillarybressler Find My Presentation On www.slideshare.net/hillarybressler