This 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.
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