Keynote - The Rise of Earned Media - Abe Thomas, GM, Microsoft

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Earned media through social media marketing is gaining importance for organizations. Social media budgets are shifting towards earned media channels like Facebook, which is a major focus area for marketers. The lines between earned, owned, and paid media are blurring, with a shift towards a converged model where these channels share content and partnerships. Earned media is seen as more trusted than paid channels by consumers. However, earned media also comes with more volatility than paid media. Large companies also face challenges with the fragmentation, duplication of efforts, inconsistencies, and inefficiencies in managing their earned media across different social platforms and teams.

Business Technology

©2013 | BrightEdge Technologies
Rise of Earned Media
Abe Thomas | GM, Microsoft

Earned Media is gaining in importance…
How significant is the trend towards earned media via social
media marketing in terms of its impact on your organization? **Breakdown of US Brands’ Social Media Budgets*
Technorati Media
*TECHNORATI MEDIA, Digital
Influence Report 2013 ** ADOBE/ECONSULTANCY QUARTERLY DIGITAL INTELLIGENCE BRIEFING, 2013

Facebook in particular is a big focus area for marketers
Average Ranking of Goals*
Average Spend of Facebook Fans Versus Non-Fans, 2010 to 2013
*TECHNORATI MEDIA, Digital
Influence Report 2013

Earned, Owned, Paid media lines are blurring….
Old Model
Hub and Spoke
Social
Media
Earned
Media
SMS Email
Paid
Ads
Owned
Content

Earned, Owned, Paid media lines are blurring….
New Model
Converged Content
Earned
Owned
Paid
Shared
Content
Content
Partnerships
Sponsored
Content

Is it Owned, Earned or Paid that drove the sale?

Earned Media is more trusted than other channels*
* NIELSEN, APRIL 2012 GLOBAL SURVEY

Earned Media comes with
more volatility
Paid Media Earned Media
With Paid Media you get what you
paid for
Earned Media comes with
more volatility
Earned Media

Earned Media issues that plague large companies
Fragmentation
Duplication of Effort
Inconsistencies
Inefficiencies
Roles and
Responsibilities
Social Content
Management
Tools and Services
Measurement
Coordination

The Six Stages of Social Maturity
Presence
Stake your claim
Planning
Listen and Learn
Engagement
Dialogue Deepens
Relationships
Formalized
Organize for Scale
Strategic
Become a Social
Business
Converged
Business is Social
Social Transformation
Planning
Presence
Engagement
Formalized
Strategic
Converged

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