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Owned and earned media are familiar territory for social marketers, but innovations in paid media are revealing new paths to social success. Where should brands start? And how can brands traverse a constantly changing landscape of paid offerings? Listen in as leading brands share how they are navigating paid integration to maximize social’s impact. The session will map out proven paid approaches to driving reach and engagement and will explore the future of paid media.
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Paid Social: The Modern Marketer’s New Frontier
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Meet the Panelists
Brian Marks Sr. Manager of Digital & Social Strategy, Aramark
Jennifer P. Brown VP, Social Strategy Edelman
Deirdre Walsh Director of Social and Community Marketing, Jive
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Paid in the Service of Earned
Jennifer P. Brown, Edelman @jenniferpbrown
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INTEGRATED media & paid amplification
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PAID
OWNED EARNED
PAID
OWNED EARNED
ü 3.2x community growth
ü 2.6x lift in earned impressions
ü 2.7x lift in engagement
ü 3.5x lift in direct response rates
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CASE STUDY – PAID SOCIAL for Direct Response in EMEA
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TURNED £10K INTO 19,162 REDEMPTIONS OF OFFERS AVERAGE COST PER REDEMPTION OF £0.48 WITH A PHENOMENAL CTR OF 1.21%
• 25 million people reached in the target demographic (women 25-54)
• 9-point increase in tune-in among adults 35-44 exposed to the campaign
• 25-point increase in awareness of the show among all those exposed to the ads
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Get paid. Brian Marks, Aramark @bmarks
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Who we are. What we do. • Provide food, facilities, and uniforms where
people work, learn, recover, and play
• Commonly known as vendors at schools, stadiums, hospitals, etc.
• Large global workforce – over 270,000 employees
• Digital marketing at the corporate brand level as well as the location level inside our client spaces
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Plotting a paid path. • There’s only one really reliable game in town –
• Custom audiences and retargeting create more complete campaigns
• Great opportunities between broad demographics and local focus ads
• The question isn’t to go all-in on paid or owned, it’s about where can you reach the right people with the most effective content.
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The Four R’s Deirdre Walsh, Director of Social & Community Marketing, Jive Software
@deirdrewalsh
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Jive is the leading provider of modern communication and collaboration solutions for business.
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Social Impacts Entire Journey
Paid Social adver,sing
Owned
Blog, Community, Social accounts, Integrated w/Website and Microsites
Earned Men,ons, Reviews
Shared
Shares, Amplifica,on, Virality, RTs, Likes
SUCCESS
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• 98% posi,ve brand sen,ment
• Posi,on CMO as thought leader with ave. LI CTR of 2.6% vs. .25 of standard B2B posts
Reputa,on
• 97% of all Facebook and 83% of LinkedIn impressions come from paid
• Paid contributes to 38% of our follower increase on LinkedIn (beUer through updates than follower campaigns)
Reach
About 50% of all engagement on Facebook and LinkedIn comes
from paid updates
Rela,onships
Social leads have a 38% win rate (average across all channels including our
Website is 19%)
Revenue
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