How to Make Paid, Earned, and Owned Media Work for You!

1. Paid, Owned,
and Earned
Media

2. Agenda
1) Introduction: Who we are
2) Paid, owned, and earned media - What are they?
3) How the three forms of media work with one another
4) Increasing the market effectiveness when utilized in tandem
5) Case study: major telco company
6) Question and Answers
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3. Presenters
Brienne Torley
Community Media Manager
Addison Nixon
Social Data Analyst
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4. What is Paid Media?
• Brand pays to leverage a channel
• Normally thought of as advertisments
such as display ads or paid searches
• Benefits:
• immediacy, scale, control
• Drawbacks:
• clutter, declining response rate,
poor credibility
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5. Paid Media
Print, Television,
Radio,Banners,
Direct Mail
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6. What is Owned Media?
• Channel and assets that
brand controls
• Media such as blogs,
websites, or twitter
accounts
• Benefits:
• control, longevity,
versatility
• Drawbacks:
• no guarantees, bias source
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7. Owned Media
Company websites,
Microsites, Mobile app,
Facebook page

8. What is Earned Media?
• when customers become the channel
• having brand presence without having to
pay for advertising
• Benefits:
• most credible, key role in most
sales, cost effective
• Drawbacks:
• no control, scale, hard to
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measure

9. Earned Media
Blogs, Facebook,
Twitter, Digg,
Youtube, Word of mouth
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10. Working Together
• Paid media has the ability to
create brand awareness
• Owned media has the ability to
create earned media
• Earned media has the ability to
create social lift
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11. Applying All Three
• Paid media is used as a catalyst for
owned and earned media
• Not enough to buy an ad
• Owned media creates brand portability
• Must engage consumers to obtain
earned media
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12. Why is Earned Media is so Important?
• Owned media can only take a
company so far
• It is necessary for the
consumer to ‘like’, ‘share’, and
talk about the products and
services

13. There were 500 billion
word-of-mouth
impressions made by
Americans online in 2009
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14. MavenSocial Campaign Example
Major Telco Company
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15. MavenSocial Campaign Example
Major Telco Company
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16. MavenSocial Campaign Example
Major Telco Company
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17. MavenSocial Campaign Example
Major Telco Company
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18. MavenSocial was tasked with:
a) lowering costs of the campaign by leveraging
direct mail and amplifying results through
social media
b) determine economic impact of influencers
and capture email opt-ins for follow-up
marketing
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19. MavenSocial Campaign Dashboard Overview
All Paid ads FB, Google &
paid bloggers, inserts
200%
Social Lift
Visitor to Opt-in
Conversion Rate
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13%

20. Paid Owned Earned
3% 33% 64%
Top 20 Influencers
Number of Days in Amplification (Paid Media to
(Earned Media) brought
Market Visitors)
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60 Days 580% Lift
20% of the Opt-ins

21. Media 967
1037
777
Earned Media
409 Paid Media 55
37 530
37 518
471
37
Owned Media
217
0
March 1 First Period Second Period Third Period May 16
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22. We Leveraged
Owned Media to drive
Earned Media with the
help of influencers EARNED MEDIA
MAVENSCORE:
Influencer Viral Impact
Score: 66
Brand Impact: 20 (50%)
Top Influencer
Brand Engagement: 32 (80%)
Followers: 14 (70%)
Kevin Linkie:
Male, Oshawa, Beauty, Social Media,
Social, 35-44

23. Campaign Results
Paid:
a) 1,474 paid ads on Google & Facebook
Brought in: 1,474 visitors
b) 3.2M direct mail pieces
Brought in: 2,000 visitors
Earned:
a) Social media influencers & Organic sharing:
Brought in 5,000 visits
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24. How Can You Leverage the 3 Media?
Owned Media:
- content creation, complimented by a strong SEO strategy
Paid Media:
- use as a catalyst (not a foundation) that feeds owned &
creates earned media
= no dead ends - everything feeds something else
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25. Overall
1) There are three main types of media: paid, owned, and earned
2) All have the ability to effect one another
3) When utilized properly, the three elements can increase the marketing
effectiveness by considerable amounts
4) Long term relationships are invaluable to have with customers; these
realtationships can be obtained with the ability to communicate directly to
consumers and create engangment
5) It is possible for a company to have all three
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26. JOIN US
Twitter/mavensocial.com
Contact details @Maven_Social
facebook.com /mavensocial
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