Finding the

Winning

Formula

Owned, Earned, and Paid

Social Media

March 31, 2017

Agenda1. Intro to Holistic Social Strategy in 2017

2. The Owned, Earned Paid Lifecycle

3. Success Stories

4. Where to Start

5. Q&A

Presenters

#SocialTrifecta | Intro

Neal Schaffer

Founder,

Maximize My Social

Rebecca Lombardo

Director of Strategic Services,

Tracx

Robyn Showers

Director of Social & Content,

Tracx (Moderator)

Where the Market is Headed

Social Lifecycle:

Owned, Earned, and Paid

Owned vs. Earned vs. Paid

• Owned is what people say TO you.

(Owned media is any channel your brand controls.)

Examples

● Website

● Packaging

● Blog

● Social network

accounts / pages

#SocialTrifecta

Owned vs. Earned vs. Paid

• Owned is what people say TO you.

• Earned is what people say ABOUT you.

Examples

● PR

● Word of mouth

● Online reviews

● “Viral” content

#SocialTrifecta

Owned vs. Earned vs. Paid

• Owned is what people say TO you.

• Earned is what people say ABOUT you.

• Paid is what brands pay for people to see in a

certain channel.

Examples

● TV

● Print

● Display

● Paid search

● Boosted posts

● Social ad

campaigns

#SocialTrifecta

Social Media Lifecycle

Owned

Paid

Earned

#SocialTrifecta

Success Stories & Examples

Leverage Influencer Marketing to

Boost Earned Media

#SocialTrifecta

Leveraging Paid Social & Content

Curation

#SocialTrifecta

Transforming Curated Content into

Owned Media

#SocialTrifecta

Nationwide Pet Insurance Example

#SocialTrifecta

Repurposing Customer Favorites

#SocialTrifecta

Where to Start

Where to Start

#SocialTrifecta

Where to Start

#SocialTrifecta

Where to Start

#SocialTrifecta

Where to Start

#SocialTrifecta

Where to Start

#SocialTrifecta

Where to Start

#SocialTrifecta

Where to Start

#SocialTrifecta

Tracking Earned Media Mentions

Shopper Selfies Coupons Complaints & Returns Culture Reference Product Recalls

Likes Comments Shares/Retweets

#SocialTrifecta

Q&A