1. Paid, Owned and Earned Media:
Concepts and Examples
Presented By: Liam Gibbs & Andre Britz
2. Agenda
• Defining Paid, Owned & Earned Media
• Earned Media – Concepts and Examples
• Paid Media – Concepts and Examples
• Conclusion & Case Study
3. What do we mean by “Paid, Owned and Earned
Media”?
4. 3 TYPES OF MEDIA
PAID FOR OWNED EARNED
• Adverts in • Your website • PR
magazines, radio, • Your Facebook • Word of mouth
websites page • Fan content on
• Sponsorships • Your Twitter your Facebook
stream page
• Your database • Brand mentions
• Your physical on twitter
store
• Your events
• Your brochures
5. 3 TYPES OF MEDIA: REACH VERSUS CONTROL
REACH
EARNED
OWNED
PAID
FOR
CONTROL
11. “Over the past few years, I’ve developed an affinity for
Morton’s Steakhouses, and if I’m doing business in a city
which has one, I’ll try to schedule a dinner there if I can. I’m
a frequent diner, and Morton’s knows it. They have a
spectacular Customer Relations Management system in place,
as well as a spectacular social media team, and they know
when I call from my mobile number who I am, and that I eat
at their restaurants regularly. Never underestimate the value
of a good CRM system”.
12.
13.
14.
15.
16.
17.
18.
19. Is it a stunt?
Could be a case of:
• Truly great CRM (based on customer history)
• Truly great PR (based on being a social media
influencer)
Either way – a means to earn mentions
20. Why this works
• Real world and social collide
• Real time monitoring and response NB
• Social Media used for CRM purposes:
• Have remarkable interactions happen in a space build to
remark
• Use influencers to influence
• Being remarkable!
25. Two thirds of the global Internet
population visit social networks
Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/
26. 10% of total
internet time is
spent on a social
network
Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Catherine http://www.flickr.com/photos/mayeve/
28. Social Media for marketers: a space to
• Publish content in a very “realtime” space
• Allow interaction with your brand
• Listen to your customers
• Participate in conversations
• Deliver value in a space customers are comfortable
using
• Innovate & be remarkable
31. • 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
(* figures rounded)
32. Search engines are the doorway to the
Internet
95% of Internet users use search
engines
80% of sites are found through search
engines
33. Top of search equates to top of mind
awareness
High ranking = brand value
Can increase brand recall by 220%
34. SEO is what you do to position your brand
and leverage the volume and unique
qualities of organic search traffic
Why is organic search traffic special?
• Organic search traffic is qualified traffic
• Organic search traffic is cost effective
(high ROI)
37. • Universal search is growing: don’t forget the
non text verticals (image, video, maps, news
items, etc.)
• Optimise all your digital assets to rank, and
thus maximise your potential to get organic
traffic.
38.
39. SEO Summary
• Google aims to rank valuable resources highly
• So: SEO best practice + add value = rankings
• High ranking is good for
• Qualified traffic in high volumes (conversions)
• Brand equity
42. According to the DMA, Email Marketing
generated approximately
$42.08 ROI for every $1.00
spent during 2010.
It outperformed all other direct marketing
channels.
46. We might miss a tweet or status update, but
we never miss an email.
"Email marketing is still the best way a company can get its
message heard. An email message is always delivered to an
in-box, and consumers are trained to check their in-boxes
routinely." - Mark Schmulen, General Manager of Social
Media, www.crmbuyer.com, December 2010
95% of people with an email account check it at least once a
day. – eCircle, European Social Media and Email Marketing
Study
47. Most effective uses of Email Marketing:
• Consumer promotions and sales
• Driving traffic to websites
• Managing CRM
• Increasing brand awareness
48. Earned Media Key Points:
• Be remarkable
• Make it easy for users to share
• Social Media: think beyond Facebook – cross
channel, online and offline aspects to a campaign
• Content strategy is key
50. Paid Media: What You Need To Know
• Online platforms/channels: display media, PPC, ad
networks, and mobile advertising
• Ad types
• User engagement, metrics and tracking
• Jargon
64. Ad Networks
Network of publishers, pay to advertise in
specific channels and not individual sites
Burst Media, eType,
Adtegrity, AdDynamo
Automatically optimised
on best converting site
Blog networks: Adgator
Google Display Network
81. User Engagement and Metrics
Ad impression – a single view of one ad by a single user on a website
Clicks – the amount of times an ad had been clicked on
CTR – Click Through Rate; the % of impressions that resulted in users
clicking on an ad
Interactions - The total number of user initiated actions. The number
includes Clicks, Panel open, Flash movie replay, Video Mute/’Sound
On’/Pause, Full Screen Video mode Start/Pause/End, or Custom
Interactions defined in an ad
Interaction rate - The percentage of Total Interactions out of Served
Impressions
82. User Engagement and Metrics
Media cost – This is the total cost for the ad for a specific period, based on
one of the following pricing models:
• CPM: Cost Per Unit x (served impressions/1000)
• CPC: Cost Per Unit x total clicks
• CPA: Cost Per Unit x total actions
• Time-based: The cost is fixed for a prearranged time period
• Flat Fee: The cost is fixed and is calculated as (Booked cost)/(Number of
scheduled days/hours)
Cost per Click - Average cost per click calculated as Total Media Cost
divided by Total Clicks
Cost per Action - For cases where the report includes Cost Per Action (CPA)
ads, this metric will show the total amount of cost that was caused by
conversions that occurred
83. User Engagement and Metrics
CPM CTR CPC Action Rate
PPC - Google Search R 60.00 1.00% R 6.00 10.00%
PPC - Google Display R 25.00 0.20% R 12.50 10.00%
PPC - Facebook ASU's R 3.00 0.02% R 7.00 10.00%
Display - Premium (Standard) R 350.00 0.30% R 117.65 1.00%
Display - Premium (Rich) R 450.00 0.60% R 75.19 1.00%
Display - Ad Networks R 150.00 0.20% R 74.07 1.00%
Mobile - Premium R 250.00 1.00% R 30.00 1.00%
Mobile - Ad Networks R 100.00 0.20% R 5.00 1.00%
85. GA Conversion Tracking
Google Analytics
Advertising ROI: measure the success of display, search,
new media and offline advertising efforts
Uncover trends, patterns, and key comparisons with funnel
visualization, motion charts, mapping, and more
Create the reports, dashboards, and segments
87. Display Media: Conversion Tracking
Third party tracking to ensure metrics are reliable and
accurate across media placements
Track the consumer from impression through to conversion
This is achieved by placing tracking tags on the relevant
pages on the client’s web site
88. Display Media: Conversion Tracking
Why third party ad serving:
Ensure you get what you are paying for
Track user interaction on rich media ad’s
Track beyond impression and click, to conversion
Accurate reporting and optimisation
89. Optimisation
In terms of CPA, CPC and CTR
Placements: above the fold, larger ad size, property, section
Ad: ad copy, file size, message, design and call to action
Clicking through, landing page, optimise
Geo-targeting, frequency capping
91. The Jargon
Page impression - a single view of one page by a single user on a website
Ad impression – a single view of one ad by a single user on a website
CPM - Cost per 1000 impressions
CPC/PPC - cost per click or Pay Per Click
CPA - cost per acquisition
SOV - share of voice, the % of ad impressions the brand holds vs. total for the website
UB - a unique browser (as identified by cookie) that visits a website
CTR – Click Through Rate; the % of impressions that resulted in users clicking on an ad
92. The Jargon
Standard media - ads that remain within a specified size and are not engaging (flash, gif,
jpg)
Rich media - ads developed with advanced multimedia technologies, engaging ads
Ad box / MPU / Medium rectangle - 300x250 or 336x280, the most popular ad placement
Banner – high ad placement usually 468x60 or 468x120
Leaderboard – top ad placement usually 728x90 or 770x60
Skyscraper / Wide Skyscraper - the placement on the right that is narrow and long in
height, 120/160x600
Other sizes include: squares (250x250), small rectangles (220x240), mini skys (160x300),
half page ad (300x600)
95. 3 TYPES OF MEDIA: IMPACT OVER TIME
IMPACT
PAID
FOR
OWNED
EARNED
TIME
96. Savanna 20 000 Fans
The Idea: Celebrate the “10000
fans” milestone with a positive
community initiative that would
increase brand talkability and
build the community further.
97. Savanna 20 000 Fans
The Mechanic: A friend-get-
friend campaign: creating an
incentive for users to invite their
friends to Like the page and
‘spread the dry’. Savanna
offered to donate one blanket to
needy animals for every 10 new
Likes.
98. Like Sources
Likes from Paid:
40%
* These stats reflect the period 20 to 31 July only,
The paid media campaign enhanced and
accelerated the organic growth
Driven by a simple campaign mechanic
and compelling charity cause.
99. The Result
Over 10 000 new users – doubling
the community size to 20 000+
Very NB: a lot of talk in the social space
