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 

Thank You!

Learn more at