1. “Seamless Connections: Connecting
Paid, Owned and Earned Media”!
Jeff
Ragovin
@jeffragovin
Chief
Strategy
Officer,
Salesforce
Marke=ng
Cloud
Cloud
Abbey
Reider
@abzreider
Global
Social
Media
Strategy
at
Starwood
Hotels
&
Resorts
October
15,
2012

2. Social Media has created chaos for marketing !

3. Most Companies Struggle !
Fragmented
No
Unified
Data
Too
Many
Conversa7ons
Systems
Ineffec=ve
Marke=ng
Results
Mul=ple
groups
Campaigns
and
Mul=ple
point
engaging
engagement
solu=ons
disconnected
Mixed
messages
Disconnected
Mul=ple
from
the
Customers
only
measurement
enterprise
see
one
brand
dashboards
Inefficient
&
No
customer
uncoordinated
record
or
profile

4. Fragmented Conversations Are Happening!
Department
Siloes
Not
coordinated
Mixed
messages
Customers
confused
Of
companies
don’t
52%
have
a
coordinated
social
media
strategy
Source:
Al=miter
Group

5. First, we need to understand Paid, Owned and
Eared !
!
!

6. 1. Example of Paid Media on Facebook!

7. 2. Example of Earned Media – The “free” impressions
and stories from our engaged customers!

8. 3. Owned Media (Web, Landing Pages, Mobile
Apps) !

9. Today, the lines between paid and owned are
getting very blurry !

10. We can now AMPLIFY owned content to create
Ads. !

11. Let’s play an earned media game…!
!
The 2 attendees with the most re-tweets!
at the end of todays session will “earn”!
something special…..!
!
Here’s an example of an acceptable tweet:!
!
“learning about #POE #DMA2012” with
@jeffragovin @abzreider !

12. Starwood Hotels Building an Owned Network!

13. Create a solid foundation globally!

14. 10 Global Brands; 1,300 properties; 1,500 users !

16. Massive Distribution Engine!

17. Corporate support by brand and region !

18. Content push for local and corporate !

19. Social switch board for all incoming/outgoing posts!

20. Building
an
Integrated
Paid,
Owned,
Earned
(POE)
Media
Framework

21. !
• Educating The Organization!
• Determining Value of Paid, Owned Earned (POE)!
• Defining Goals, Measurement & Integration Points!

22. An Integrated POE Approach Enables Starwood
to Reach Consumers At All Relevant Touch
Points!
Social Media
PAID OWNED EARNED
Print, TV, online Brand.com, email, Forums, social
media, PPC, radio, social channels & sharing, ratings &
partnerships, apps, mobile sites reviews, advocates
sponsorships & apps, SEO, PR & influencers
Prospects Guests/SPG Members Fans, Followers

23. An Integrated Approach Drives Media Efficiency,
Reengages & Introduces New Guests!
Engaging …The increase in likelihood a
51% Content customer will purchase, after
clicking the ʻlikeʼ button.
117%
the additional
amount a fan
Fan/Follower Bookings Engaged 2X
will spend on
Growth Conversion Users
a brand Loyalty
compared to Share of Wallet
a non fan(4)
Shares &
Impressions
…trust earned media,
92% such as
recommendations from
of consumers… friends and family".

24. Ascertaining The Value of Owned/Earned Content!
When a ‘fan’ interacts with content, the monetary value of that
content can begin to be calculated…
Facebook.com/Sheraton*
37K+
Consump7ons
(clicks,
album
views,
video
plays)
141K+
Fans
8K+
Page
Stories
224K+
Viral
400+
New
Viral
(likes,
shares,
Impressions
Stories
comments,
etc)
11K+
New
Viral
Fans
Above activity resulted in a total of
587,571 (owned + earned) impressions!
*Illustra=ve
–
Based
on
Sheraton
Facebook
July
performance
metrics

25. Layering In Paid Amplifies Key Campaign Messaging!
Sheraton #SocialHour promoted post resulted in a reach of
300K+ users and 156K+ likes for one post alone!

26. Thank You / Q & A !
Jeff
Ragovin
@jeffragovin
Chief
Strategy
Officer,
Salesforce
Marke=ng
Cloud
Abbey
Reider
@abzreider
Global
Search
Marke=ng,
Affiliate
&
Social
Media
Strategy
at
Starwood
Hotels
&
Resorts
October
15,
2012