It’s rare that people will stumble upon your content by accident. It needs a good promotion plan that combines paid, owned, and earned. So maybe you’ll buy a Facebook ad, include it in a blog post on your website, and earn coverage in the newspaper. But as social media evolves, the definitions of paid, earned, and owned media have started to blur together. Now it’s a matter of integrating all three for maximum exposure of your content. You’ll want to join our panel of experts to learn: -How social blurs the lines of paid, owned, and earned media. -How paid, owned, and earned work together. -The increasing importance of earned media. -Measuring the value of media.

1. It's All One Big Bucket: Paid, Earned and Owned
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2. Join the Conversation…
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3. #SMTLive
Our Speakers
Andrea Harrison leads Platform Strategy at RebelMouse, helping brands and publishers maximize consumer connections through
branded content and storytelling. Previously she worked on the Digital Engagement team at PepsiCo Beverages, focused on digital brand
marketing including Paid, Owned and Social Media. She also lead Pepsi's start-up initiative, Pepsi Digital Labs fostering collaboration
between Pepsi Marketers and start-up companies. Previous to Pepsi, Andrea was the Vice President for Strategy at Razorfish in NYC
responsible for cross-functional and cross-agency leadership, building digital and marketing strategy for global clients. She also led the
Razorfish Social Media Marketing practice. @andreaharrison
Adam Naide is Executive Director of Marketing for Social Media at Cox Communications, where he leads overall strategy for the
company’s social media presences including fan engagement, customer acquisition & retention, social commerce and Social TV. Every
month, over twelve million consumers and small businesses engage with Cox Communications on Facebook, Twitter, You Tube,
Pinterest, Google Plus, and LinkedIn, and Instagram. Cox Business also connects online with small & mid-size businesses from its social
media content hub, Cox Blue. You can follow Adam on Twitter at @adamnaide.
Crispin Sheridan is the Senior Director, Digital Scale at SAP. As part of the Integrated Digital team, he established and leads the search
and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and digital attribution. Search and testing at SAP
are fully centralized and globally funded and run under a hybrid in-house and agency model. Crispin has proven that search learnings and
keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore,
the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts. You can follow him on
Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of
five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley
Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley
2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

4. It’s all one big bucket: Paid, Earned and Owned
RebelMouse / Social Media Today Webinar

5. 5
What We Mean by Paid, Earned & Owned

6. From:
Hard to measure, manage
and optimize across channels
6
To:
Unified publishing, advertising and
community engagement utilizes and
amplifies the best content everywhere
Lots of content today – but how to get the
most value from it all, across all channels?

8. Our vision is fully accessible social sites where people can interact and
engage around any topic or hashtag
One Big Bucket Means more Content Engagement
KPI’s
Post Views
Time on Site
Social Engagement
Brand Impact

9. andrea@rebelmouse.com
@andreaharrison
Thank You!

10. COX COMMUNICATIONS
“PAID, OWNED & EARNED”
10

11. THE MODEL FOR SUCCESS HAS
CHANGED
11

12. OVERALL ORGANIC REACH IS DECLINING
12
Source: Social @ Ogilvy
“We expect organic distribution of an
individual page’s posts to gradually decline over time as we
continually work to make sure people have a meaningful
experience
on the site.” --Facebook

13. PAID, OWNED & EARNED MEDIA:
MAYWEATHER VS. MAIDANA
13

14. 14
PROMOTED POSTS & TWEETS AMPLIFIED CONTENT
AND BUILT AWARENESS AROUND PAY-PER-VIEW EVENT

15. 15
TWITTER: INFLUENCER OUTREACH
ENGAGED RELEVANT AUDIENCES FOR THE EVENT TO INCREASE OVERALL
REACH
• As part of a phased
approach, Cox reached out to
boxing influencers a week prior to
the fight, asking them for their
predictions on the outcome.
• Total tweets sent out: 399
• @ Replies: 229
• Retweets: 45
• Favorites: 41
• Total reach: 149,806

16. 16
TWITTER: INFLUENCER OUTREACH
CONTINUED CONVERSATION WITH INFLUENCERS PRIOR TO THE EVENT
• During phase 2, Cox replied back
to responses, thanking them for
participating and including a link to
order the fight.
• Total tweets sent out: 124
• Total clicks: 481
• @ Replies: 5
• Retweets: 17
• Favorites: 32
• Total reach: 98,785

17. 17
TWITTER: ONGOING COVERAGE
PRE, DURING AND POST FIGHT COVERAGE KEPT AUDIENCES ENGAGED
PRE-FIGHT DURING FIGHT POST FIGHT

18. 18
CAMPAIGN RESULTS
• Generated awareness of fight with 10.6MM impressions
• 6.2MM impressions delivered to Hispanic speaking individuals in the
Cox regions on Facebook
• 3.9MM impressions delivered to Cox Customers as well as people
within the Cox footprint with an interest in Boxing
• 400K impressions delivered to people in the Cox regions talking about
the fight on Twitter
• Leveraged exclusive video content to drive 132,364 video views
• Drove 11,168 users to cox.com purchase path
• Facilitated boxing conversation on Facebook and Twitter generating
over 47,800 social actions

19. Paid Owned & Earned – One Bucket!
SAP Digital Attribution
Crispin Sheridan, Digital Scale, SAP
May 6, 2014
Confidential

20. © 2012 SAP AG. All rights reserved. 20Confidential
Digital Journeys with SAP Prior to Conversion
Key when 60+% research is prior to vendor contact
1
2
3
Touch 1 Touch 2 Touch 3 Touch 4

21. © 2012 SAP AG. All rights reserved. 21ConfidentialVolume of Uniques
ConversionRate
ACTION:
Optimize Volume
Initial Results: MIX
Demonstrative data only

22. © 2012 SAP AG. All rights reserved. 22Confidential
0
100
200
300
400
500
600
700
0 10 20 30 40 50
Uniques
(000)
Frequency of Exposure
Frequency & Uniques
7-17
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
0 10 20 30 40 50
ConversionRate
Frequency of Exposure
Frequency & Conversion Rate
Finding: Optimal Frequency (for Conversion Rate)
frequency to
conversion
sweet spot
Demonstrative data only
7-17
retarget for more
frequency
sweet spot wasted exposures
cap frequency
Actions:

23. © 2012 SAP AG. All rights reserved. 23Confidential
Channel
Contribution Index
to Conversion A
Banner
Contribution Index
to Conversion A
Messages
Contribution Index
to Conversion A
SEO 150 Discovery 160 Banner A 170
Banner 130 NFL 125 Banner D 150
Social Media 125 ESPN 110 Banner C 98
Online Video 115 CNET 95 Banner F 91
SEM 113 NY Times 85 Banner B 70
Microsite 105 Forbes 50 Banner E 65
Content Page 102
SAP Homepage 95
Touch contribution is indexed
Demonstrative data only

24. #SMTLive
Our Speakers
Andrea Harrison leads Platform Strategy at RebelMouse, helping brands and publishers maximize consumer connections
through branded content and storytelling. Previously she worked on the Digital Engagement team at PepsiCo
Beverages, focused on digital brand marketing including Paid, Owned and Social Media. She also lead Pepsi's start-up
initiative, Pepsi Digital Labs fostering collaboration between Pepsi Marketers and start-up companies. Previous to
Pepsi, Andrea was the Vice President for Strategy at Razorfish in NYC responsible for cross-functional and cross-agency
leadership, building digital and marketing strategy for global clients. She also led the Razorfish Social Media Marketing
practice. @andreaharrison
Adam Naide is Executive Director of Marketing for Social Media at Cox Communications, where he leads overall strategy for
the company’s social media presences including fan engagement, customer acquisition & retention, social commerce and
Social TV. Every month, over twelve million consumers and small businesses engage with Cox Communications on
Facebook, Twitter, You Tube, Pinterest, Google Plus, and LinkedIn, and Instagram. Cox Business also connects online with
small & mid-size businesses from its social media content hub, Cox Blue. You can follow Adam on Twitter at @adamnaide.
Crispin Sheridan is the Senior Director, Digital Scale at SAP. As part of the Integrated Digital team, he established and
leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and digital
attribution. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency
model. Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and
together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed
significant success to SAP's digital marketing efforts. You can follow him on Twitter at @crispinsheridan and read his
monthly SEO column on ClickZ.
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and
the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley
2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley
2012). @PaulDunay

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