Finding the Winning Formula with Owned, Earned, and Paid Social Media
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Transcript of Finding the Winning Formula with Owned, Earned, and Paid Social Media
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