©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!