Paid, Owned and Earned: Balancing Tactics for A Successful
Strategy
Aaron MandelbaumFounder & CEO
Icebreaker Consulting
Today You Will Learn
• The difference between Paid, Owned and Earned Media
• Editorial planning strategies• How to align cross-functional teams for effective
deployment• ROI measurement
• MBA in Strategic Management• Award winning business plan writer• International speaker• Founder & CEO of Icebreaker Consulting
We connect your mission and vision with your digital presence.
About Me
Agenda• Paid, Owned, Earned Defined• Convergence of POE• POE in Practice• Editorial Planning• Aligning Teams• ROI• Takeaways
Paid Owned and Earned DefinedSize of circle denotes maturity of sector
Owned
• Web Analytics• FB• SEO• Email
Paid
• Ad Networks, Display, RTB• SEM• Social Buys
Earned
• Social Engagement • Social Advocacy• Community Management• Influencer Marketing
POE In Practice
PAID
EARNED
OWNED
• Paid delivers scale• Owned is where you convert• Earned drives conversation
Convergence Is Here
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Content Distribution
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Content Distribution
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Examples
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Create a Blog post Share on Facebook Sponsor the post
(Owned) (Owned) (Paid)
Examples
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Outreach to
Influencers
Like on Facebook to participate Review Comments
(Paid) (Owned) (Earned)
Examples
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Examples
Source: “The Converged Media imperative: How Brands Must Combine Paid, Owned, and Earned Media”, Altimeter Group (July 2012)
Editorial PlanningAnnual- Holidays, eventsQuarterly- Sales goals, promotions, seasonalMonthly- Editorial, contests, ongoing events Weekly- #FF, tips, newsDaily- 10:1 (conversation : conversion)Hourly- RT, reposts, shares, questions
Content Planning
“Lets make a viral video!”Scary or Happy?• Compact• Cohesive
Aligning Teams
1. Source evangelists from each department
2. Source content from each evangelist
3. Align content on a single calendar
4. Align staff around your calendar
ROI
• Define your “R”• Learn Google Analytics• Track all URLs
• Create campaigns• Create mediums• Example: icebreakerconsulting.com/?
utm_source=omi&utm_medium=webinar&utm_campaign=omi
Move The Needle
Move The Needle
Start Backwards
1. Define your “R”
2. Find your evangelists
3. Create an calendar
4. Test and measure
5. Work in 90-day increments
Key Takeaways
Paid Owned and Earned work together
Your team has to work together
Your efforts have to be cohesive
Your results must be tracked
Narrow your focus
www.onlinemarketinginstitute.org
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