Paid Owned Earned media: what does that mean for a media company?
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Transcript of Paid Owned Earned media: what does that mean for a media company?
Paid Owned Earned Media: what does that mean for a media company? Clo Willaerts @iab_belgium #focusonsocial 26 March 2013
Hello, my name is Clo
I work at Sanoma
A media company
Dual business model
attention reach reactivity
trust brands content
Paid - service
Although we do a lot more
d2c: Magstore app
Owned - service
Earned – service ?
Earned – d2c ?
Cf. Robb’s Law for web hosting
Remember the conversity model?
Objective: consumer intimacy
Objective: branding/presence
Objective: traffic to the site
Creating cheat sheets and playbooks
Center of Excellence
Learnings
1. Kill channel thinking. It’s about attention and trust.
2. Use a hub and spokes model. Site = most important digital asset.
3. Insource and train. Social is becoming part of a lot of people’s day to day jobs.
4. Find a way to exchange best practices. (and f***-ups).
Thank you very much!
http://www.conversity.be/blog http://www.slideshare.net/bnox