Not all social media is created equal. For instance, did you know that 70% of the conversations about your brand occur away from your owned channels? Owned, earned, and paid social media all combine to create a full picture of your brand’s social media presence. If you’re missing visibility into any one of these three, then you’re making business decisions based on only a portion of the information. In this webinar you will learn why a "listen-first" philosophy sets your team up to discover game-changing opportunities before your competitors do.

1. Finding the
Winning
Formula
Owned, Earned, and Paid
Social Media
March 31, 2017

2. Agenda
1. Intro to Holistic Social Strategy in 2017
2. The Owned, Earned Paid Lifecycle
3. Success Stories
4. Where to Start
5. Q&A

3. Presenters
#SocialTrifecta | Intro
Neal Schaffer
Founder,
Maximize My Social
Rebecca Lombardo
Director of Strategic Services,
Tracx
Robyn Showers
Director of Social & Content,
Tracx (Moderator)

4. Where the Market is Headed

5. Social Lifecycle:
Owned, Earned, and Paid

6. Owned vs. Earned vs. Paid
• Owned is what people say TO you.
(Owned media is any channel your brand controls.)
Examples
● Website
● Packaging
● Blog
● Social network
accounts / pages
#SocialTrifecta

7. Owned vs. Earned vs. Paid
• Owned is what people say TO you.
• Earned is what people say ABOUT you.
Examples
● PR
● Word of mouth
● Online reviews
● “Viral” content
#SocialTrifecta

8. Owned vs. Earned vs. Paid
• Owned is what people say TO you.
• Earned is what people say ABOUT you.
• Paid is what brands pay for people to see in a
certain channel.
Examples
● TV
● Print
● Display
● Paid search
● Boosted posts
● Social ad
campaigns
#SocialTrifecta

9. Social Media Lifecycle
Owned
Paid
Earned
#SocialTrifecta

10. Success Stories & Examples

11. Leverage Influencer Marketing to
Boost Earned Media
#SocialTrifecta

12. Leveraging Paid Social & Content
Curation
#SocialTrifecta

13. Transforming Curated Content into
Owned Media
#SocialTrifecta

14. Nationwide Pet Insurance Example
#SocialTrifecta

15. Repurposing Customer Favorites
#SocialTrifecta

16. Where to Start

17. Where to Start
#SocialTrifecta

18. Where to Start
#SocialTrifecta

19. Where to Start
#SocialTrifecta

20. Where to Start
#SocialTrifecta

21. Where to Start
#SocialTrifecta

22. Where to Start
#SocialTrifecta

23. Where to Start
#SocialTrifecta

24. Tracking Earned Media Mentions
Shopper Selfies Coupons Complaints & Returns Culture Reference Product Recalls
Likes Comments Shares/Retweets
#SocialTrifecta

25. Q&A