1. Paid
Owned
Earned
Media
Gregory
Birge
F5
Digital
ConsulFng
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

2. Safety
announcement
hKp://www.xerox.com/informaFon-­‐overload/
enus.html
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

3. Official
Forrester
definiFon
hKp://blogs.forrester.com/interacFve_markeFng/2009/12/defining-­‐earned-­‐owned-­‐and-­‐paid-­‐media.html
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

4. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

5. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

6. adapted
from
Marke-ng
profs
LLC
defini-on
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

7. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

8. 04/18/10
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

9. Andrey
17
years
old
Ternovskiy
Russian
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

10. In
3
months
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

11. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

12. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

13. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

14. INSPIRATION
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

15. INSPIRATION
STRATEGY
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

16. PAPER
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

17. PAPER
DEVICES
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

18. STORY
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

19. STORY
ONE
STORY
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

20. READERS
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

21. READERS
CONSUMERS
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

22. ©
Epipheos
:
how
internet
changed
the
adverFsing
hKp://www.epipheostudios.com/por_olio/epipheo
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

23. PAID
MEDIA
OR
PUSHED
MEDIA
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

24. 74%
68%
73%
✗
✗
Radio
Ads
Source
:
Forrester
2009,
USA
for
small
companies
80%
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010
TV
Ads

25. Natural
switch
to
new
Paid
Media
Qn:
What
types
of
paid
media
does
your
client/company
currently
use
for
marke-ng
purposes?
Heavy
Use
+
Moderate
Use
Source
:
MarkeFng
Prof
09
survey
:
landscape
of
social
media
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

26. However,
is
it
enough
?
Data
:
Spending
of
drug
dealers
in
USA
versus,
data
from
Nielsen
Wire
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

27. Paid
Media
✔
✗
Pushed
only
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

28. • Integrated
• Set
the
tone
• Statement,
needs
evidence
• Clear
Call
to
AcFon
• Measurement
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

29. AWKWARD
RELATION
©
EMI
His
Master’s
Voice
hKp://upload.wikimedia.org/wikipedia/commons/2/2d/His_Master%27s_Voice.jpg
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

30. CorporaFons
are
facing
new
issues
OrganizaFon
Marketers
ConFnuous
new
media
overloaded
spinning
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

31. NO
VYNIL
NO
SOUND
©
EMI
His
Master’s
Voice
hKp://upload.wikimedia.org/wikipedia/commons/2/2d/His_Master%27s_Voice.jpg
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

32. We
must
change
our
record
Music
style
:
US
Consumer
Campaign
adaptaNon
Music
format:
New
Media
–
New
Way
©
EMI
His
Master’s
Voice
hKp://upload.wikimedia.org/wikipedia/
commons/2/2d/His_Master%27s_Voice.jpg
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

33. Sales
funnel
Conversion
Long
term
relaFon
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

34. Let
Your
Ears
Decide
by
Philips
Road
Show
•
Link
to
roadshow
•
Product
informaFon
•
Engagement
of
consumers
MUSIC
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

35. Let
Your
Ears
Decide
by
Philips
Campaign
Site
•
Main
access
point
•
Official
informaFon
•
Adapt
accordingly
•
Long
term
relaFon
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

36. Let
Your
Ears
Decide
by
Philips
Corporate
site
•
Integrated,
InformaFon
•
HUB
•
Link
to
all
•
InteracFve
,dynamic
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

37. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

38. • Official
communicaFon
line
• Always
visible
from
far
away
• Conversion
• Adapted
to
audience,
style
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

39. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

40. EARNED
MEDIA
SAFE
OASIS
?
JUST
ILLUSION
?
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

41. Risk
of
switching
all
to
new
Media
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

42. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

43. Some
examples…
hKp://newsinfo.inquirer.net/breakingnews/infotech/view/20100413-­‐264033/Internet_fuels_RP_elecFon_smear_campaigns
TD
2010
(C)
F5
DIGITAL
CONSULTING
PTE
L

44. hKp://www.collegehumor.com/video:1909386
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

45. Our
new
responsibiliFes
• Efforts
to
create
the
relaFon
• Respect
• Listen
• Talk
• Don’t
try
to
change
me
• Time
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

46. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

47. Content
Management
Resources
Planning
/
Metrics
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

48. EARNED
MEDIA
TOP
3
quesFons
1)
Why
would
I
become
Fan
of
this
page
?
2)
Why
would
I
invite
/
share
with
my
friends
?
3)
Why
would
I
come
back
to
this
page?
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

49. Don’t
go
blind
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

50. EARNED
MEDIA
TIPS
DO
" Select
relevant
theme
" Tell
the
truth,
support
the
page
" Answer
negaFve
comments
" Answer
comments
/
tweets
" Fuel
regular
discussion
" Create
new
content
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

51. Let
Your
Ears
Decide
Road
Show
Corporate
Site
Campaign
Site
Social
networking
•
Engagement
pla_orm
•
Recruitment
pla_orm
•
BUT
indirect
•
MUSIC
-­‐
SOUND
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

52. Let
Your
Ears
Decide
Facebook
Music
theme
Same
campaign
IntegraFon
on
.com
look
and
feel
Truth
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

53. As
a
result,
Singapore
only
5k
end
of
2009
0
paid
media
10k
now
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

54. • Strategy
• Integrated
• RelaFonship
values
• Efforts
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

55. Sound
lovers
budget
mix
(actual)
Teaser
video
Corp
site
Facebook
Video
contest
Local
banners
Social
Blogs
Campaign
site
TwiKer
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

56. Measure
!,
but
what
?
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

57. What
metrics
?
CPC
CPP
CPC
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

58. “Helpful
but
Incomplete;
Interes-ng
but
not
useful;
Waste
of
-me”
Q
:
Please
rate
the
effec-veness
of
each
social
media
measurement
tool.
Poll
of
Social
Media
Freebuzz
monitoring
Tracking
Tweeter
click
ScienNfic
Control
87.8%
87.1%
81.6%
79.9%
Fans,
connecFon,
effecFveness
(tweedeck,
FB
stream
search,
Google
Alert)
Survey
Paid
Buzz
Monitoring
Free
AnalyNcs
so`ware
Paid
AnalyNc
so`ware
77.4%
71.9%
66.3%
Nielsen
Buzz
Metrics,
Cymphony,
Radian
6
Google
analyFcs,
Quantcast,
Youtube
analyFcs
Omniture
Source:
MarkeFngProf
Fall
2009
Survey
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

59. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

60. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

61. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

62. • Change
the
way
we
use
• Change
the
way
we
measure
ready
for
the
future
• Be
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

63. Each
plane
requires
unique
licence
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

64. We
need
to
get
our
Digital
Licence
Different
objecFves,
metrics
&
usages
for
every
online
media
Which
is
in
any
case
is
totally
different
from
using
the
push
media
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

65. 2010 engagement paradigm
Consumer
is
the
start,
not
Facebook
consumer is the center of strategy
consumer
strategy is the center of the tactics
strategy
tactics
innovation
tactics is the center of the innovation
©
New
Consumer
Engagement
Paradigm
–
F5DC
-­‐
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

66. The
new
Era
of
informaFon
Devices
to
devices
2.0
New
revoluFon
Content
©
Apple
corp
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

67. The
new
Era
of
informaFon
©
Apple
corp
hKp://www.youtube.com/watch?v=pT4EbM7dCMs&feature=player_embedded
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

68. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

69. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

70. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

71. Website
Mobile
ApplicaFon
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

72. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

73. (C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

74. hKp://www.youtube.com/watch?v=M_URyWFBOy4
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

75. For
more
informaFon
f5dc http://bit.ly/aEmARR www.f5dc.com
gregbirge
gregory.birge@f5dc.com
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

76. Thanks
for
your
help
• Mashable
• mashable
• www.mashable.com
• David
Armano
• Armano
• Thoughts
on
Paid
+
Earned
Media
• JusFn
Parks
• JusFnparks
• Richmeyer
• Richmeyer
• Link
• Charlie
Pownall
• Cpownall
• Forrester
• hKp://blogs.forrester.com
• Nielsen
Wire
• NielsenWire
• Most
Recalled
Drug
Commercials
Are
not
the
Biggest
Spenders
• Ian
McKee
• ian_mckee
• The
power
of
Influence,
Heavy
drug
Ad
Spending
doesn’t
pay
off
• Social
reflexion
• Link
• Sean
Corcoran
• SeanCor
• Sean
Corcoran’s
blog
• MarkeFng
Prof
• Johnee
Lee
• Brian
Solis
• Briansolis
• hKp://www.briansolis.com/
• CNET
• MulFmedia
2.0:
From
paid
media
to
earned
media
to
owned
media
and
back
• Dave
Fleet
• davefleet
• The
2010
Social
Media
MarkeFng
Ecosystem
• chiefmarketer
• Integrate
Owned,
Earned
and
Paid
Media
in
2010
• David
Berkowitz
• Should
Owned
Media
Join
Paid
and
Earned
Media?
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010

77. THANK
YOU
QUESTIONS
?
(C)
F5
DIGITAL
CONSULTING
PTE
LTD
2010