smw talkable brands 10am pane simkins

The importance of integrating Paid, Owned & Earned

toward driving measurable success and ROI in Social Media

“If you build it, he (or she) will come”

The greatest myth of social media

“Ease his (or her) pain” Thinking across the enterprise

Paid:- Display- Video- Paid

Search

Earned:- Editorial- SEO- Query- WOM

Owned:- Web Site- Microsites- Apps- Email

Brand/Corporate Reputation/CSR

Product Promotion

1964 1979 1984

Brand Platform

“Go the distance”

Paid:- Display- Video- Paid Search

Earned:- Editorial- SEO- Query- WOM

Owned:- Web Site- Microsites- Apps- Email

Brand/Corporate Reputation/CSR

Product Promotion

1964 1979 1984

Brand Platform

Paid:- TV- Print- Sponsorship- DM

Earned:- Public Relations- Employee WOM- Customer WOM

Owned:- POS- Sales- Ops

Campaign Objectives: Brand/Transaction

Metrics: Brand, Transaction, Attribution?

“Field of Dreams”

DMP

Customer Database

Sales Data

Site Data

3rd Party online data

3rd Party offline data

Search Data

Social Media: Volume/Sentiment

Display Data - ICA

Email

Direct mail

Offline media

Segments Individuals

Centralization of WHAT and WHO across online and offline channels (beyond static dashboards to dynamic data with a DMP)

Q & A