Keynote - The Rise of Earned Media - Abe Thomas, GM, Microsoft

©2013 | BrightEdge Technologies

Rise of Earned Media Abe Thomas | GM, Microsoft

Earned Media is gaining in importance… How significant is the trend towards earned media via social

media marketing in terms of its impact on your organization? **

Breakdown of US Brands’ Social Media Budgets*

Technorati Media

*TECHNORATI MEDIA, Digital Influence Report 2013 ** ADOBE/ECONSULTANCY QUARTERLY DIGITAL INTELLIGENCE BRIEFING, 2013

Facebook in particular is a big focus area for marketers

Average Ranking of Goals*

Average Spend of Facebook Fans Versus Non-Fans, 2010 to 2013

*TECHNORATI MEDIA, Digital Influence Report 2013

Earned, Owned, Paid media lines are blurring….

Old Model

Hub and Spoke

Social Media

Earned Media

SMS Email

Paid Ads

Owned Content

Earned, Owned, Paid media lines are blurring….

New Model

Converged Content Earned

Owned

Paid

Shared Content

Content Partnerships

Sponsored Content

Is it Owned, Earned or Paid that drove the sale?

Earned Media is more trusted than other channels*

* NIELSEN, APRIL 2012 GLOBAL SURVEY

Earned Media comes with more volatility

Paid Media Earned Media

With Paid Media you get what you paid for

Earned Media comes with more volatility

Earned Media

Earned Media issues that plague large companies

Fragmentation

Duplication of Effort

Inconsistencies

Inefficiencies

Roles and Responsibilities

Social Content Management

Tools and Services

Measurement

Coordination

The Six Stages of Social Maturity Presence Stake your claim

Planning Listen and Learn

Engagement Dialogue Deepens Relationships

Formalized Organize for Scale

Strategic Become a Social Business

Converged Business is Social

Social Transformation

Planning Presence

Engagement Formalized

Strategic

Converged

Industry approaches to organizing around social execution

Thank you!