paid owned earned media: what does that mean for a media company?
Post on 12-Sep-2014
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DESCRIPTION
http://www.iabthinksocial.be/ IAB Think Social is the first of 4 IAB Think Events in 2013.TRANSCRIPT
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Paid Owned Earned Media: what does that mean for a media company? Clo Willaerts @iab_belgium #focusonsocial 26 March 2013
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Hello, my name is Clo
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I work at Sanoma
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A media company
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Dual business model
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attention reach reactivity
trust brands content
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Paid - service
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Although we do a lot more
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d2c: Magstore app
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Owned - service
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Earned – service ?
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Earned – d2c ?
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Cf. Robb’s Law for web hosting
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Remember the conversity model?
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Objective: consumer intimacy
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Objective: branding/presence
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Objective: traffic to the site
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Creating cheat sheets and playbooks
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Center of Excellence
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Learnings
1. Kill channel thinking. It’s about attention and trust.
2. Use a hub and spokes model. Site = most important digital asset.
3. Insource and train. Social is becoming part of a lot of people’s day to day jobs.
4. Find a way to exchange best practices. (and f***-ups).
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Thank you very much!
http://www.conversity.be/blog http://www.slideshare.net/bnox