Aligning Paid, Owned, and Earned Media for Social SuccessSpredfast Achievement Series

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Ellen WestcottSocial Media Specialist Spredfast@ellenbwestcott@Spredfast

Jennifer StaffordSocial Media ManagerHomeAway@jennstafford@HomeAway

Today’s Presenters

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Social content exists to tell your brand story

Source: The Brandsphere Infographic, Brian Solis

@ellenbwestcott

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@ellenbwestcott

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Expect more, pay less.

@ellenbwestcott

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“Paid, earned, owned”

Paid Earned Owned

• Facebook promoted posts

• Facebook ads• LinkedIn

sponsored updates

• LinkedIn ads• Promoted tweets• Promoted

accounts• Pay per post

blogging• Paid

partnership/sponsorship with a blogger

• User-generated content

• Pictures• Likes,

comments, shares

• Retweets, @mentions, hashtag use

• Brand blog• Branded social

channels + the content that lives on them: Facebook, Twitter, YouTube, Instagram, SlideShare, etc.

• Branded apps• Brand-curated

content

@ellenbwestcott

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From “paid, earned, owned” to converged media

Converged Media

Owned MediaCorporate Content

Paid MediaTraditional Ads

Earned MediaOrganic

Brands that ask for shared

media

Sponsored Customer

Promoted Brand

Content

Source: The Converged Media Imperative, Altimeter Group

@ellenbwestcott

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Paid, earned, owned converge

Owned

Paid

Earned

@ellenbwestcott

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Paid > earned > owned

Owned + Paid

Earned +

Owned

@ellenbwestcott

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Kate Spade Saturday

@ellenbwestcott

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Jive: Six Secrets

@ellenbwestcott

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Brands as publishersContent marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.- Content Marketing Institute

@ellenbwestcott

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Why content is kingBrand awareness

Lead generation

Increased customer loyalty

Establish expertise

@ellenbwestcott

Converging Media•What resonates with your audience?

•Turn owned media into earned media and support with paid media

•Use data to your advantage

@jennstafford#SFAchieve

Winning P/O/E Content

Step 1: Identify Objectives and Opportunities

• Traffic?

• Awareness?

• Engagement?

• Conversion?

• Organic search lift?

Which content types and channels support P/E/O and help reach your goals?

@jennstafford#SFAchieve

Winning P/O/E ContentStep 2: Use data to tell you what is resonating currently or in the past; create from there

Look for:

• Trends in earned content

• Engagement vs Clicks

• Different behavior based on content call-to-action

• Create content from data

@jennstafford#SFAchieve

Winning P/O/E ContentStep 3: Build a Fluid Monthly Ed Cal with Content Buckets & Test Regularly

Content Bucket Examples:• Aspirational• Educational• Brand/Business/Marketing• Traffic & Conversion Drivers• Engagement Drivers• Holiday

Categorize & Determine Channels

Brainstorm ways to incorporate popular themes/holidays into content that works for your business or product

Support content with paid as much as possible to increase reach/engagement@jennstafford

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Winning P/O/E ContentStep 4: Test, Test, Test!

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Winning P/O/E ContentStep 5: Measure, Measure, Measure

o Know how both ongoing and test content is performing

o Is paid media supporting & delivering desired results?

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Examples

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Converging Media

Over 25,000 visits, 220 pins, 900+ repins and 325+ likes from Pinterest

in 2013

Additional visits from other social channels and lots of link love for SEO

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Converging Media

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Converging Media• Look for Pinterest top categories, how can your content fit?

• Used owned content to drive earned / shared media

• Over 1000 Pinterest visits

• 400+ pins/repins@jennstafford#SFAchieve

Earned Media• Facebook announced Newsfeed Story Bumping

o Shows content with high engagement that users missed in their newsfeed by bumping stories back to the top

o Extend life of posts and potentially increase organic engagement with Page content

Early user tests show an 8% increase in engagement with Page content

*Watch organic reach and engagement numbers over next month to see if earned engagement improves

Source: Facebook Update 8/6/13

@jennstafford#SFAchieve

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Ellen WestcottSpredfast@ellenbwestcott@Spredfast

Jennifer StaffordHomeAway@jennstafford@HomeAway

Thank You!

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Today’s Connected Enterprise How Social is Impacting the Business

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Next Tuesday—August 20, 2013www.spredfast.com