Sean Corcoran discussed how earned media through word-of-mouth and social sharing now accounts for a massive number of online impressions. He argued that paid media can act as a catalyst to drive people to owned media platforms where they become engaged and generate earned media impressions through sharing and advocacy. David Armano mapped out how owned, paid, and earned media now overlap across various digital properties and platforms. He stressed the importance of identifying influential users and forming meaningful engagements. Rob Fuggetta discussed how brands can leverage their brand advocates to generate earned media impressions through advocacy-based marketing programs that identify, energize, and track brand advocates.

1. 1Sean Corcoran, Senior Analyst, ForresterDavid Armano, Senior Vice President, Edelman DigitalRob Fuggetta, Founder/CEO, ZuberanceTwitter hashtag: #PaidvEarnedPaid vs Earned MediaApril 19, 2011

2. Paid vs Earned Media2Moderator:David SparkSpark Media Solutions

3. Paid vs Earned Media3Hashtag for event:#PaidvEarned

4. 4Successful earned media campaign techniquesB2B, mid-size,communication Integration strategy of owned, paid, earnedBest uses of each channel for highest ROI, budget mixROI evaluation, measurement methods, success metrics“Viral lift,” conversion rates, trackingHow to manage, scale, automate earned campaignResources and toolsTrendsYou asked us about…

5. 5Participant Profile: Title & RoleTitleRole & ResponsibilityN = 336, Online survey, fielded April 12 – 18 2011

6. 6Current Spends and TrendsQ: How are you currently spending resources on Media?Rank in order of importance.* Q: What % of your marketing budget has shifted from Paid to Earned Media?OwnedBudget shifts from Paid to EarnedEarnedPaid*N = 336; score is a weighted calculation

7. Marketers believe customers go to owned media channels most*7*N = 336; score is a weighted calculation

8. 8Marketers are evenly divided on viewsQ: Which category has the biggest impact on your business in terms of generating sales, new customers, and revenue from marketing-related efforts? Why? Owned media such as your website or blog

9. Paid media such as search engines, banner ads or other advertising

10. Earned media such as reviews, online forums, other sources for peer adviceN = 336

11. Biggest impact on business: Owned9Content is superior. "Content is King."

12. [I have] control over content in an environment that directly sells my brand

13. [Owned media] has the most information and details- [and is a] trusted source of accurate info [Owned media] is used as a research tool, it showcases the most information about our brand in one place. All Paid & Earned Media drive back to our website.

14. Most of information about what the company does is contained within owned media, giving customers a better understanding of what we're all about.

15. [It is the] number one area where customers like to book and compare prices.

16. We drive everyone to the website. Also, people do searches indepenedently, and will be led there. Finally, the obvious reason is that we sell our product on our website through a hosted booking engine. N = 336, quantitative and open-ended comment analysis

17. Biggest impact on business: Paid10As a challenger brand, awareness driving to a large audience is critical for trial and new customer acquisition. Earned builds loyalty, but comes later in the cycle.

18. Direct response campaigns drive the most the most in-store and onine traffic

19. Awareness is a key issue in videogames - a launch driven business - and we do not feel Earned or Owned Media gets us enough reach (for most releases).

20. It's the highest reaching vehicle that creates awareness and drives traffic to your "owned" properties

21. Very measurable ROI - easy to track how many leads, sales, etc came directly from the investment.

22. It's measurable and thus gets the most budget N = 336, quantitative and open-ended comment analysis

23. Biggest impact on business: Earned11They are perceived as being independent and unbiased.

24. We're a B2B focused brand, so our customers tend to know who we are in the industry. We really rely on the word of mouth on our technology to sell intricate details of our product to buyers.

25. Word of mouth recommendations are our largest source of referrals and brand discovery/awareness (new sales). Luckily we are one of the few brands that believes credibility, trust, and limited transparency are crucial to success.

26. 3rd party endorsements, whether from peers, other buyers or critical reviews, have great impact.

27. Customers are looking at how others use products in similar ways and then make value judgments based on that information. Credible & trustworthyPeer referencesThird-party influenceN = 336, quantitative and open-ended comment analysis

28. Paid vs Earned Media12Sean CorcoranSenior Analyst Forrester Research Inc@seancor

30. Shifting The Balance Of MediaSean Corcoran, Sr. AnalystApril 19, 2011

31. Word-Of-Mouth reigns again

32. This social media thing is real More than 4 out of 5 online U.S. adults now participate in social media each month…and nearly 7 out of 10 European online adults tooSources: Forrester Social Technographics Survey Q4, 2009

33. Social networks are really popular59% of U.S. online adults are visiting social networks at least once per month…and 50% of online Metro Chinese adults tooSources: Forrester Social Technographics Survey Q1, 2010

34. People are VERY active with social mediaNearly one third of US online adults are “Conversationalists” – they post status updates on social sites at least weeklySources: Forrester Social Technographics Survey Q1, 2010

35. Word-Of-Mouth Is Now Media (Earned Media)Word-of-mouth impressions made by people on other people online in the U.S. in 2009:500 BillionSource: Forrester North Americans Technographics Empowerment Survery Q4 2009

36. And It Lives On

37. Reviews/Ratings

38. Blog posts & comments

39. Listening platforms

40. Volume, Sentiment, etc.

41. Paid Search

42. Display ads

43. Video ads

44. Sponsorships

45. Web site

46. Mobile site

47. Facebook

48. Twitter

49. YouTube“Earned, Owned, Paid” redefines the marketing mixEarned Media“The Result”Paid Media“The Catalyst”Owned Media“The Portable Brand”

50. Brands can now build long term socially-enabled platforms, rather than just short term campaigns

51. Marketers have a tremendous opportunity to energize their advocates and create earned media16% of the online consumers generate 80% of online word-of-mouth impressions

52. Paid media (advertising) is the catalyst

53. Social media has become the interactive platform for TV

54. The “true reach” of the Super Bowl includes both earned and paid media75 million total online views with 55,000 comments and over 185,000 ratings

55. O + P = E

56. What It Means: An up hill battle for marketers

57. Marketers have been on the hunt

58. …but the hunters have become the hunted

59. Marketers must adaptAdaptive Marketing:A flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity.

60. In the adaptive marketing era…ALL of marketing evolves from a focus on push to pullThe Groundswell (social media) is mainstreamAll marketing communication is “always on”Consumers move from passive audience to active participantsBrands must publish and update content on a regular basisIntelligence drives decisions in real timeLoyalty and Influence become the key drivers of success

61. RecommendationsStart thinking about marketing to peopleMost interactive marketers actually market to browsers, phones, and email addressessIdentify your advocates immediately Use listening platforms to identify the most influential and NPS to identify the most loyalBuild owned media platforms that enable advocates to promote the brandLeverage tools like Facebook Open Graph and Ratings and ReviewsCreate cross-team processes Share real time data and processes for acting on it across marketing, PR, customer service, IT, etc.Recognize the true cost is in resourcesYou can’t buy earned media, you must empower the organization to cultivate itRethink your metricsInclude earned media metrics in your paid media analysisMeasure the impact paid media has on your owned and earned media assetsIncorporate loyalty and influence as key metrics for any marketing initiative

62. Thank youSean Corcoran@seancorwww.forrester.com

63. Paid vs Earned Media35David ArmanoSenior Vice President Edelman Digital@armano

64. MEDIA PROPERTIES, OVERLAPS & OWNERSHIPMEANINGFUL ENGAGEMENT IN A CONNECTED WORLDDavidArmano, SVP Edelman Digital | @armano

65. DIGITAL MEDIA PROPERTIES & PLATFORMS

66. DigitalpropertiesWebsitesCustom Built PortalsInternal/EnterpriseOWNEDpropertiesEARNEDmedia38

67. AdvertisingBannersDisplayPaid EndorsementsDigitalpropertiesWebsitesCustom Built PortalsInternal/EnterpriseRich Media Content OWNEDpropertiesPAIDmedia39

68. AdvertisingBannersDisplayPaid EndorsementsDigitalpropertiesWebsitesCustom Built PortalsInternal/EnterpriseRich Media Content OWNEDpropertiesPAIDmediaPartnershipsInfluencer networksBranded entertainmentNiche PlatformsEARNEDmedia40

69. AdvertisingBannersDisplayPaid EndorsementsDigitalpropertiesWebsitesCustom Built PortalsInternal/EnterpriseRich Media Content OWNEDpropertiesPAIDmediaPartnershipsInfluencer networksBranded entertainmentNiche PlatformsEMBASSIESEARNEDmediaSOCIALplatformsoutpostsRELEVANT Message boardsblogosphereInfluencer engagement41

70. THE “CLOVERLEAF”WHERE MEDIA LIVES TODAY

71. 43

72. SEARCH & SOCIAL: HOWDIGITAL MEDIA SPREADS

73. 45Search: Information based+1. Digital participant initiates search(information)3. Traffic directed & media sharedvia social networks and e-mail 2. Results ranked by authority/quality Source: David ArmanoEdelman 2011, edelmandigital.com

74. 46Search: Information based+1. Digital participant initiates search(information)3. Traffic directed & media sharedvia social networks and e-mail 2. Results ranked by authority/quality Source: David ArmanoEdelman 2011, edelmandigital.comSocial: Influence based3. Conversations & social sharing about media influence search results and rankings2. Media digested, conversed aboutand shared1. Digital participant views mediafrom social connection (relationships)

75. 47

76. EARNING MEDIA THROUGH OUTREACH

77. FIRST DETERMINE WHO HAS THE RIGHT INFLUENCE49

78. Source: Edelman 2011, edelmandigital.com50

79. THE FOUR C’S FORMEANINGFUL ENGAGMENTIN A CONNECTED AGE

81. CONNECTION: EBAY SOCIAL MEDIA SELLERS53

82. CONTENT: HUGGIES HIGH CHAIR CRITICS54

83. CONTENT: HUGGIES HIGH CHAIR CRITICSTwo months after launch, Highchair Critics (HC) outpaced the growth of Huggies’ Facebook Page – the brand’s most active and engaged online community to date. HC had 67,000 page views compared to Facebook’s 13,500 page views during the same time period

84. HC averaged 440 comments on promotional giveaway posts each week (during the commercial program), spurring thousands of positive, personal endorsements from moms, many of whom cited the shaped-to-fit feature as their favorite product benefit55

85. CAMPAIGN: CLINIQUEDirecting to Facebook competition3,365 competition entries9,000 votes39,440 visits to the Facebook competition42,053 YouTube video views56

86. CAMPAIGN: EDGE #SOIRRITATING“The #soirritatinghashtag has been used about 6,800 times, and attention from numerous media outlets has contributed to mounting buzz — all of which likely contributed to Edge’s decision to continue the campaign throughout 2011” (Mashable)57

87. COORDINATION: BLACKBERRY GLOBAL SOCIAL BUSINESS58

89. Paid vs Earned Media60Rob FuggettaFounder/CEO Zuberance@RobFuggetta

90. Leveraging Earned MediaRob Fuggetta, Founder/CEO, ZuberanceApril 19, 2011

91. 62About ZuberanceSocial Marketing Company focused on Brand AdvocatesTurn Brand Advocates into powerful marketing forceGenerate qualified leads, traffic, sales, positive WOM

92. 63Where Zuberance Fits InSocial Media Marketing Products & ServicesListenEngageSellZuberance

93. 64Zuberance Brand Advocate Solution“Advocate E-S-P”Advocate ExpertiseAdvocate ServicesAdvocate PlatformAdvocate Apps

94. Marketer Tools

95. Advocacy Engine

96. Advocate Insights65Brand Advocates, DefinitionHighly-satisfied customers who pro-actively recommend brands or products without being paid to do so. ►60 Million Brand Advocates in U.S.Source: Multiple

97. 66How to Leverage Earned MediaBrand Advocacy System

98. 67Identify Brand Advocates…How likely are you to recommend our brand or product to your friends?50%

99. 68Ask Ultimate Question in Many PlacesEmailCall CenterWebProductSocialPackaging

100. …Energize Brand Advocates…Advocate Ratings & ReviewsAdvocate StoriesAdvocate AnswersAdvocate Offers69

101. …Track Results Clicks

102. Leads

103. Impressions

104. Sales70►Earned Media is Measurable!

105. 71Real-World Results

106. 72Q: How Compete Against “Big Boys”?$50M+Vonage$200MOoma<$2MSource: Vonage annual report, 2010

107. 73Answer: Ooma Unleashes Advocates

108. 74Ooma Acquisition Costs Drop 54%Customer Acquisition Costs (CAC)$146$78BeforeAfter

109. 75Problem: Negative WOM►Yet 54% of Norton customers highly likely to recommend

110. 76Solution: Norton Advocates to Rescue!Before energizing Norton Advocates:After energizing Norton Advocates:►Norton sales increased $26 million on Amazon.com

111. 77750,000 Chili’s Advocates1M+ Recommendations50,000+ Email Club Sign-UpsChili’s Peppers in Earned Media

112. 7810X Higher Conversion Rate25%2.5%Earned MediaPaid MediaSource: FireClick Index, Zuberance Customer Data

113. 79Do not pay or coach Brand AdvocatesMake it easy for AdvocatesTrack and optimize resultsGet an Advocacy systemBest Practices

114. 80Thank You!Rob Fuggetta, Founder & CEOZuberancerob@zuberance.com650.369.2002Follow Zuberance on Twitter:http://twitter.com/zuberance