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Paid, Earned and Owned. Integrating the digital marketing enterprise with a DMP.
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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
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
