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Agenda1. Intro to Holistic Social Strategy in 2017
2. The Owned, Earned Paid Lifecycle
3. Success Stories
4. Where to Start
5. Q&A
Presenters
#SocialTrifecta | Intro
Neal Schaffer
Founder,
Maximize My Social
Rebecca Lombardo
Director of Strategic Services,
Tracx
Robyn Showers
Director of Social & Content,
Tracx (Moderator)
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
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
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
● Display
● Paid search
● Boosted posts
● Social ad
campaigns
#SocialTrifecta
Tracking Earned Media Mentions
Shopper Selfies Coupons Complaints & Returns Culture Reference Product Recalls
Likes Comments Shares/Retweets
#SocialTrifecta