It's All One Big Bucket: Paid, Earned and Owned Media

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on May 7th 2014

It's All One Big Bucket: Paid, Earned and Owned Media

paid earned or owned mediaThis week, I moderated another great webinar as part of the Social Media Today Best Thinker webinar series, this time on the topic of It's All One Big Bucket: Paid, Earned and Owned. The webinar included the perfect mix of speakers on this topic: Adam Naide, the Social Media Leader for Cox Communications; Andrea Harrison,the Platform Strategy Leader for RebelMouse; and Crispin Sheridan, the Senior Director, Digital Scale at SAP.

Andrea got us kicked off with a single slide representation of how Paid, Earned and Owned media all work together. Then she took us through 2 case studies where they were able to utilize and amplify the best content from anywhere into a single campaign for Samsung and for Sprite. Two really nice examples that got the audience asking questions immediately!

After that, Adam took over and showed us what Paid, Earned and Owned meant to Cox Communications. Adam’s comments specifically in the earned media part regarding Facebook were controversial to the audience since he was recommending moving away from acquiring fans to using Facebook for more paid media since organic reach has been decling and referring to Facebook as a “leased” property. Naturally we got a ton of questions about this and his example of a boxing match that aired on pay-per-view over the weekend (Mayweather vs Maidana) had some really great stats and generated a ton of impressions for Cox. 

Last up was Crispin who shared with us his thinking on Digital Attribution. Crispin referred to a prospects journey as a walk the “digital jungle” - a notion that seemed appropriate given the amount of content companies are producing these days. Best of all he shared a slide with us on various media mixes and how the conversion rates changed dramatically with certain combinations of media. Really interesting results and insights indeed!

If you have ever been on a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as: What’s the best way to plan for each media? What KPI’s are you looking for with each media? What’s the best way to make paid, owned, and earned work together?

If that piqued your interest and you want to hear the replay of this webinar, please check out this link. Otherwise we hope you will join us on another SocialMediaToday webinar! The next webinar is on IT vs Marketing: Who Owns the Data? Who Owns the Platform? signup for it on the SMT website or just view the schedule of upcoming webinars here.

(media bucket / shutterstock)


Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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