Paid Owned Earned Media:what does that mean for a media company?Clo Willaerts @iab_belgium #focusonsocial26 March 2013
Hello, my name is Clo
I work at Sanoma
A media company
Dual business model
attention reach reactivitytrust brands content
Paid - service
Although we do a lot more
d2c: Magstore app
Owned - service
Earned – service ?
Earned – d2c ?
Cf. Robb’s Law for web hosting
Remember the conversity model?
Objective: consumer intimacy
Objective: branding/presence
Objective: traffic to the site
Creating cheat sheets   and playbooks
Center of Excellence
Learnings1.  Kill channel thinking.   It’s about attention and trust.2.  Use a hub and spokes model.   Site = most importa...
Thank you very much!http://www.conversity.be/bloghttp://www.slideshare.net/bnox
Paid Owned Earned media: what does that mean for a media company?
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Paid Owned Earned media: what does that mean for a media company?

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IAB Think Social is the first of 4 IAB Think Events in 2013.

Paid Owned Earned media: what does that mean for a media company?

  1. 1. Paid Owned Earned Media:what does that mean for a media company?Clo Willaerts @iab_belgium #focusonsocial26 March 2013
  2. 2. Hello, my name is Clo
  3. 3. I work at Sanoma
  4. 4. A media company
  5. 5. Dual business model
  6. 6. attention reach reactivitytrust brands content
  7. 7. Paid - service
  8. 8. Although we do a lot more
  9. 9. d2c: Magstore app
  10. 10. Owned - service
  11. 11. Earned – service ?
  12. 12. Earned – d2c ?
  13. 13. Cf. Robb’s Law for web hosting
  14. 14. Remember the conversity model?
  15. 15. Objective: consumer intimacy
  16. 16. Objective: branding/presence
  17. 17. Objective: traffic to the site
  18. 18. Creating cheat sheets and playbooks
  19. 19. Center of Excellence
  20. 20. Learnings1.  Kill channel thinking. It’s about attention and trust.2.  Use a hub and spokes model. Site = most important digital asset.3.  Insource and train. Social is becoming part of a lot of people’s day to day jobs.4.  Find a way to exchange best practices. (and f***-ups).
  21. 21. Thank you very much!http://www.conversity.be/bloghttp://www.slideshare.net/bnox

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