The document discusses strategies for earning an audience through owned, earned, and paid media. It explains that user interest in content leads to social sharing, which expands the projected audience reach. This projected audience then drives earned traffic back to the content through social interactions like clicks and shares. Content that performs well socially can be leveraged as ad creative, and earns champions that pay back through increased search relevance, social relevance, and reblogs. Earned media is not a replacement for paid advertising, and the content strategy should evolve with the conversation.

1. Earning an audience in real time Paid I Owned I Earned Federated Media Publishing Confidential and Proprietary Smartphone Advantage: Easy access to your stuff Parallel Galaxy features: LivePanel, Music, HD Video, Allshare

2. Your message Here !

3. Your message Here !

11. INTEREST EARNS AN AUDIENCE THAT AUDIENCE TAKES A VARIETY OF SOCIAL ACTIONS ON CONTENT , sharing it to their social graph. SOCIAL ACTIONS BRING CONTENT LINKS TO A NEW AND EXPANDED AUDIENCE , increasing the Projected Audience Reach. PROJECTED AUDIENCE “ EARNED MEDIA” THAT PROJECTED AUDIENCE DRIVES “EARNED” TRAFFIC BACK TO CONTENT THROUGH CLICKBACKS ON POSTS AND SHARED URLS. We call these clickbacks Social Landings. 2 3 4 THE NATIVE SITE AUDIENCE - comprised of loyal readers, natural search, and various syndication sources – views content. 1

12. CONTENT MAKES GREAT AD CREATIVE

13. (Social) Search Social Networks Email Syndication Mobile CONTENT MAKES FRIENDS, STRANGERS, AND EXPERTS YOUR CHAMPIONS Blogs and Microblogs

14. WHICH PAYS YOU BACK IN OTHER WAYS SEARCH RELEVANCE (#1 in organic search ranking) REBLOGGING SOCIAL RELEVANCE

18. THANK YOU