5 6 14_paid_owned_earned-2

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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.

Published in: Social Media, Technology, Business
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  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • 5 6 14_paid_owned_earned-2

    1. 1. It's All One Big Bucket: Paid, Earned and Owned #SMTLive
    2. 2. Join the Conversation… #SMTLive
    3. 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. 4. It’s all one big bucket: Paid, Earned and Owned RebelMouse / Social Media Today Webinar
    5. 5. 5 What We Mean by Paid, Earned & Owned
    6. 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?
    7. 7. 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
    8. 8. andrea@rebelmouse.com @andreaharrison Thank You!
    9. 9. COX COMMUNICATIONS “PAID, OWNED & EARNED” 10
    10. 10. THE MODEL FOR SUCCESS HAS CHANGED 11
    11. 11. 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
    12. 12. PAID, OWNED & EARNED MEDIA: MAYWEATHER VS. MAIDANA 13
    13. 13. 14 PROMOTED POSTS & TWEETS AMPLIFIED CONTENT AND BUILT AWARENESS AROUND PAY-PER-VIEW EVENT
    14. 14. 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
    15. 15. 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
    16. 16. 17 TWITTER: ONGOING COVERAGE PRE, DURING AND POST FIGHT COVERAGE KEPT AUDIENCES ENGAGED PRE-FIGHT DURING FIGHT POST FIGHT
    17. 17. 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
    18. 18. Paid Owned & Earned – One Bucket! SAP Digital Attribution Crispin Sheridan, Digital Scale, SAP May 6, 2014 Confidential
    19. 19. © 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
    20. 20. © 2012 SAP AG. All rights reserved. 21ConfidentialVolume of Uniques ConversionRate ACTION: Optimize Volume Initial Results: MIX Demonstrative data only
    21. 21. © 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:
    22. 22. © 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
    23. 23. #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
    24. 24. #SMTLive Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTlive Audience: Tell us why you want to go to The Social Shake-Up 2014 to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…”
    25. 25. Upcoming Webinars May 12th People Love You: The Real Secret to Delivering Legendary Customer Experiences #SMTLive

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