Paid Owned Earned Media: what does that mean for a media company? Clo Willaerts @iab_belgium #focusonsocial 26 March 2013

Hello, my name is Clo

I work at Sanoma

A media company

Dual business model

attention reach reactivity

trust brands content

Paid - service

Although we do a lot more

d2c: Magstore app

Owned - service

Earned – service ?

Earned – d2c ?

Cf. Robb’s Law for web hosting

Remember the conversity model?

Objective: consumer intimacy

Objective: branding/presence

Objective: traffic to the site

Creating cheat sheets and playbooks

Center of Excellence

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).

Thank you very much!

http://www.conversity.be/blog http://www.slideshare.net/bnox