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How to Make Paid, Earned, and Owned Media Work for You!
The document discusses paid, owned, and earned media. Paid media involves advertising, owned media are company-controlled channels like websites, and earned media is word-of-mouth promotion. When used together effectively, paid media can drive awareness and owned media engagement, which can lead to earned media mentions that boost social lift. A case study shows how a telco used paid inserts, owned content, and influencers to get a 580% increase in visitors with 64% from earned media sources.
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How to Make Paid, Earned, and Owned Media Work for You!
- 1. Paid, Owned, andEarned Media
- 2. Agenda 1) Introduction: Whowe are 2) Paid, owned, and earned media - What are they? 3) How the three forms of media work with one another 4) Increasing the market effectiveness when utilized in tandem 5) Case study: major telco company 6) Question and Answers Mavensocial.com
- 3. Presenters Brienne Torley Community MediaManager Addison Nixon Social Data Analyst Mavensocial.com
- 4. What is PaidMedia? • Brand pays to leverage a channel • Normally thought of as advertisments such as display ads or paid searches • Benefits: • immediacy, scale, control • Drawbacks: • clutter, declining response rate, poor credibility Mavensocial.com
- 5. Paid Media Print, Television, Radio,Banners, Direct Mail Mavensocial.com
- 6. What is OwnedMedia? • Channel and assets that brand controls • Media such as blogs, websites, or twitter accounts • Benefits: • control, longevity, versatility • Drawbacks: • no guarantees, bias source Mavensocial.com
- 7. Owned Media Companywebsites, Microsites, Mobile app, Facebook page
- 8. What is EarnedMedia? • when customers become the channel • having brand presence without having to pay for advertising • Benefits: • most credible, key role in most sales, cost effective • Drawbacks: • no control, scale, hard to Mavensocial.com measure
- 9. Earned Media Blogs, Facebook, Twitter, Digg, Youtube, Word of mouth Mavensocial.com
- 10. Working Together • Paidmedia has the ability to create brand awareness • Owned media has the ability to create earned media • Earned media has the ability to create social lift Mavensocial.com
- 11. Applying All Three •Paid media is used as a catalyst for owned and earned media • Not enough to buy an ad • Owned media creates brand portability • Must engage consumers to obtain earned media Mavensocial.com
- 12. Why is EarnedMedia is so Important? • Owned media can only take a company so far • It is necessary for the consumer to ‘like’, ‘share’, and talk about the products and services
- 13. There were 500billion word-of-mouth impressions made by Americans online in 2009 Mavensocial.com
- 14. MavenSocial Campaign Example Major Telco Company Mavensocial.com
- 15. MavenSocial Campaign Example Major Telco Company Mavensocial.com
- 16. MavenSocial Campaign Example Major Telco Company Mavensocial.com
- 17. MavenSocial Campaign Example Major Telco Company Mavensocial.com
- 18. MavenSocial was taskedwith: a) lowering costs of the campaign by leveraging direct mail and amplifying results through social media b) determine economic impact of influencers and capture email opt-ins for follow-up marketing Mavensocial.com
- 19. MavenSocial Campaign DashboardOverview All Paid ads FB, Google & paid bloggers, inserts 200% Social Lift Visitor to Opt-in Conversion Rate Mavensocial.com 13%
- 20. Paid Owned Earned 3% 33% 64% Top 20 Influencers Number of Days in Amplification (Paid Media to (Earned Media) brought Market Visitors) Mavensocial.com in 60 Days 580% Lift 20% of the Opt-ins
- 21. Media 967 1037 777 Earned Media 409 Paid Media 55 37 530 37 518 471 37 Owned Media 217 0 March 1 First Period Second Period Third Period May 16 Mavensocial.com
- 22. We Leveraged Owned Mediato drive Earned Media with the help of influencers EARNED MEDIA MAVENSCORE: Influencer Viral Impact Score: 66 Brand Impact: 20 (50%) Top Influencer Brand Engagement: 32 (80%) Followers: 14 (70%) Kevin Linkie: Male, Oshawa, Beauty, Social Media, Social, 35-44
- 23. Campaign Results Paid: a) 1,474paid ads on Google & Facebook Brought in: 1,474 visitors b) 3.2M direct mail pieces Brought in: 2,000 visitors Earned: a) Social media influencers & Organic sharing: Brought in 5,000 visits Mavensocial.com
- 24. How Can YouLeverage the 3 Media? Owned Media: - content creation, complimented by a strong SEO strategy Paid Media: - use as a catalyst (not a foundation) that feeds owned & creates earned media = no dead ends - everything feeds something else Mavensocial.com
- 25. Overall 1) There arethree main types of media: paid, owned, and earned 2) All have the ability to effect one another 3) When utilized properly, the three elements can increase the marketing effectiveness by considerable amounts 4) Long term relationships are invaluable to have with customers; these realtationships can be obtained with the ability to communicate directly to consumers and create engangment 5) It is possible for a company to have all three Mavensocial.com
- 26. JOIN US Twitter/mavensocial.com Contact details @Maven_Social facebook.com /mavensocial Mavensocial.com