Definition, pros, cons, and role of the 3 main types of media (paid, owned, earned) and they relate to social media - steps to achieving earned media (including case examples).

1. Understanding Social Media
October 20, 2010

2. advertising
paid owned earned
media media media
social media
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3. paid
media
def.: cons:
brand pays to use a - declining results
channel - clutter
- poor credibility
ex.: pros:
- tv, print, radio, etc. - control
- banner ads - scale
- search
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4. owned
media
def.: cons:
brand owns a - requires policy and
channel resources to
continually monitor,
feed, and manage
conversations
ex.: pros:
- website - opportunity to
- branded accounts: build relationship
facebook, twitter, with audience
youtube, etc. (marketing and
customer service)
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5. earned
media
def.: cons:
people become the - no control
channel (comments can be
negative)
ex.: pros:
- anything a friend - credible / trusted
shares by email, - can significantly
facebook, youtube, impact purchase
etc. intent
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6. paid owned earned
media media media
social media
influences audience brand
owned and plays a role becomes an
earned in building extension of
media the brand audience
desirability
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7. Earned Media
Six keys to building “Earned Media”.
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8. Six keys
1. Create Media
• Example: The Last Exorcism
- The popular video chat website Chatroulette
was used in a marketing campaign for the film
The Last Exorcism.
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10. Six keys
2. Involve the audience
• Example: Old Spice
- After an award winning TV ad campaign, the
Old Spice guy delivered personal video replies
to tweets. Celebrities even got involved.
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12. Six keys
3. Think Smart
• Example:Volkswagen
- Volkswagen converted a set of steps at one
subway station into working piano keys… video
was shared around the world.
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14. Six keys
4. Mix the virtual and real worlds
• Example: Diesel
- An interactive installation that allows users to
share the moment of buying and trying garments
on their Facebook profiles from the store.
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16. Six keys
5. Have a social mission
• Example: Pepsi
- Pepsi decided to experiment with a social media
campaign that gives away millions each month to
fund refreshing ideas that change the world.
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18. Six keys
6. Be memorable
• Example: Hell Pizza
- YouTube video that is essentially a 15 minute
film, broken down into 3 minute chunks where
the audience chooses their own adventure.
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20. Thank You

21. About John Xydous
John Xydous is Vice President of Interactive for kbs+p Canada. With a remarkable understanding of the online space, John
brings his passion for interactive to the table. Since joining kbs+p, John has shared his strategic thinking and creativity on the
Subway Canada, Merck Frosst, Dairy Farmers of Canada, MAPAQ, Montréal Impact, and Walmart accounts. For the latter,
winning an award in the category of best online campaign in 2008. Previous to joining kbs+p, John's experience includes
launching interactive efforts for clients such as Best Buy, Lise Watier, LaLaLa Human Steps (awarded best cultural website in
2007), Industrielle Alliance, AutoDesk, Volkswagen, Air Canada, Aeroplan, and CIBC. John was a member of Quebec's
Boomerang Awards (awarding excellence in interactive work) jury on two occasions.
About kbs+p
kirshenbaum bond senecal + partners, a member of the MDC Partners Network, is a leading digitally integrated marketing
communications firm headquartered in New York and Atlanta with offices in Toronto and Montreal. Kbs+p provides expert
counsel across the full range of practices including brand and product innovation, emerging technologies, IP, advertising,
public relations, eCRM, data & analytics, social media marketing, mobile and direct marketing. Its dedicated in-house media
company, The Media Kitchen, offers full-service, state-of-the-art media planning and buying capabilities, SEM and real-time
web analytics. Kbs+p is proud to serve a blue chip roster of clients that includes BMW, Cablevision, Capital One, Delta,
HomeGoods, Levi Strauss & Co., Mohegan Sun, NetJets, and Weight Watchers among others.
About MDC Partners Inc.
MDC Partners is a progressive Marketing and Communications Network, championing the most innovative entrepreneurial
talent. MDC Partners provides strategic solutions and services to multinational clients in North America, Europe and Latin
America. Our philosophy emphasizes the utilization of Strategy and Creativity to drive growth and measurable impact.
"MDC Partners is The Place Where Great Talent Lives." MDC Partners' Class A shares are publicly traded on the NASDAQ
under the symbol "MDCA" and on the Toronto Stock Exchange under the symbol "MDZ.A".
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