Paid, Earned and Owned. Integrating the digital marketing enterprise with a DMP.

1. The importance of integrating
Paid, Owned & Earned
toward driving measurable
success and ROI in Social Media

2. “If you build it, he (or she) will
come”
The greatest myth of social media

3. “Ease his (or her) pain”
Thinking across the
enterprise
Paid: Earned: Owned:
- Display - Editorial - Web Site
- Video - SEO - Microsites
- Paid - Query - Apps
Search - WOM - Email
Brand/Corporate Product Promotio
Reputation/CSR
n
Brand
Platform
1964 1979 1984

4. “Go the
distance”
Metrics: Brand, Transaction, Attribution?
Paid: Earned: Owned:
- TV - Public Relations - POS
- Print - Employee WOM - Sales
- Sponsorshi - Customer WOM - Ops
p
- DM
Paid: Earned: Owned:
- Display - Editorial - Web Site
- Video - SEO - Microsites
- Paid Search - Query - Apps
- WOM - Email
Campaign Objectives: Brand/Transaction
Brand/Corporate Product Promotio
Reputation/CSR
n
Brand
Platform
1964 1979 1984

5. “Field of
Dreams”
3rd Party
online
Search data
Data
Site Data
Email DMP
Social Media:
Volume/Sentiment
Sales
Segment Individuals Data
s
Customer
Display Data - ICA Database
Centralization of WHAT and
Offline media 3rd Party WHO across online and offline
offline
data channels (beyond static
Direct mail dashboards to dynamic data

6. Q&A