1.
@Cision @SodexoUSA #CisionWebinar
The New Kid on the
Block is Back:
Why Earned Media
is Back in the
Driver’s Seat

2.
Ken Wincko
Cision’s SVP, Marketing
@KenWincko
Steve Cox
Sodexo’s VP, Public Relations
@SodexoUSA

3.
@Cision @SodexoUSA #CisionWebinar
Today’s Participation
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• If you are experiencing audio issues, please use the chat box to
contact the webinar host.
• Submit text questions in the chat box: Q&A will be addressed at
the end of today’s webinar.

4.
@Cision @SodexoUSA #CisionWebinar
What’s Old is New Again

5.
@Cision @SodexoUSA #CisionWebinar
Earned Media has Re-Emerged
as a Potent Force

6.
@Cision @SodexoUSA #CisionWebinar
To what extent do you
trust the following
information sources?
78% Recommendations from
friends and family.
65% Academics, analysts,
and other experts.
61% Companies I use.
32% Celebrities.
31% Companies I don’t use.
Source: 2016 Edelman Trust Barometer

7.
@Cision @SodexoUSA #CisionWebinar
Who Are Increasingly
Resistant to Advertising
of consumers say advertising has
little to no influence on them
when making purchase decisions
88%
Source: 2016 Outsell Earned Media Study

8.
@Cision @SodexoUSA #CisionWebinar Source: 2016 Outsell Earned Media Study
Causing Marketers to
Rethink Their Strategy
of senior marketers believe earned media
is more effective than paid media
81%

9.
@Cision @SodexoUSA #CisionWebinar
Marketers Continue to Prioritize
Earned Media Efforts

10.
@Cision @SodexoUSA #CisionWebinar
And Leverage the Power of Earned Media
% of Firms Using Earned Media Tactics
Source: 2016 Outsell Earned Media Study

11.
@Cision @SodexoUSA #CisionWebinar
CONVERGENCE
Paid Owned
Earned
MARKETERS MUST ADAPT TO THE CHANGING CONSUMER
WHERE, WHEN & HOW THEY CONSUME CONTENT

12.
@Cision @SodexoUSA #CisionWebinar
THE SODEXO BRAND IN NORTH AMERICA
HAS NEVER BEEN STRONGER!

13.
@Cision @SodexoUSA #CisionWebinar
Sodexo positive Brand Sentiment quadrupled in 180 days

14.
@Cision @SodexoUSA #CisionWebinar
S-3 Performance: Most Viewed Releases/Public - 180 Days

15.
@Cision @SodexoUSA #CisionWebinar
S-3 Performance: Most Viewed Releases/Media - 180 Days

16.
@Cision @SodexoUSA #CisionWebinar
S-3 Performance: Most Viewed Releases/Media - 180 Days

17.
@Cision @SodexoUSA #CisionWebinar
Overall Digital Performance Metrics - 90 Day Comparison

18.
@Cision @SodexoUSA #CisionWebinar
Overall Digital Performance Metrics - 90 Day Comparison
● Digital Share of Voice levels are up 17% in
the 2nd 90 days.
● Overall traffic levels are up 14% from pre-
S3 levels.
● 2nd 90 days show a 41% share of voice -
10 points higher than Competitor #2

19.
@Cision @SodexoUSA #CisionWebinar
58% increase in overall mentions of the Sodexo
brand on third-party news/media sites!

20.
@Cision @SodexoUSA #CisionWebinar
Overall Digital Performance Metrics - 180 Days

21.
@Cision @SodexoUSA #CisionWebinar
Goals
Support brand transformation, client retention and sales/new business
development via a Sodexo-owned media publishing process (that will):
Produce and distribute content
4x per week X 50 weeks
Focus release topics on our
business storyline
Facilitate more third-party media
engagement with the Sodexo
brand
Driving digital traffic into
the Sodexo digital
ecosystem
Increasing Sodexo
brand/business search
engine rankings
Delivering greater
engagement
via Sodexo enterprise social
media properties
Enhancing Sodexo
brand/business
topical associations
and search-ability
Outcomes
Improve competitive
positioning via Sodexo
brand association in
digital ecosystems by:
Supporting the B2B
sales digital due
diligence processCreating collateral material
for sales, marketing and
client communications
activities
Goals & Outcomes

22.
@Cision @SodexoUSA #CisionWebinar
We Create Cohesive & Contextual Interactions
PAID
Banner Ads 3P Events
3P Events Paid Search
EARNED
PR Pickup Social Shares
Blog Posts Speaking
OWNED
Website Mobile App
Blog PRN Events
DYNAMIC
CONTENT
Content Offer A
Content Offer B
Content Offer C
Buyer A
Buyer B

23.
@Cision @SodexoUSA #CisionWebinar
Which Significantly Enhances Performance
Source: PR Newswire Study 2015 – Case Study Distribution
1 Week vs 2 Week
Content Promotion
MultiChannel vs Single Channel
Content Promotion
5x Downloads
40% Conversions
4x Downloads

24.
@Cision @SodexoUSA #CisionWebinar
Using Earned Media to Amplify the Impact
Source: PR Newswire Study 2015 – Case Study Promotion vis Wire
+ + +
2.5x Downloads

25.
@Cision @SodexoUSA #CisionWebinar
And Drive Significant Growth for the Business
+166% lift in qualified leads yoy
Drove an incremental 2%+ to the topline
Shortened the sales cycle by over 1/3

26.
@Cision @SodexoUSA #CisionWebinar
A Content Distribution Case Study
PLANNING & EXECUTION RESULTS
• Goal: Demonstrate Direct ROI
from Press Release syndication
• 3-4 Releases Distributed/Week
promoting content & offers
• Use a Mix of Channels
based on content & audience
•ROI directly tied to press release traffic was 27%
within one year in addition to media pickup
•Releases produced first page search results
on key unbranded terms previously untapped
•Press releases delivered 260% more traffic
to website than all other paid channels

27.
@Cision @SodexoUSA #CisionWebinar
Keys to Success
Master the Mix
Utilize Expert Insights
Coordinate Channels
@Cision @SodexoUSA #CisionWebinar

28.
@Cision @SodexoUSA #CisionWebinar
Please enter your questions
for the speaker in the chat
box of your webinar console
or tweet them to
#CisionWebinar.
Questions & Answers

29.
@Cision @SodexoUSA #CisionWebinar
Thank you for Attending!
About Cision:
Cision is a leading media communication technology and analytics company that
enables marketers and communicators to effectively manage their earned media
programs to drive business impact. As the creator of the Cision Communication
Cloud™, Cision has combined cutting-edge data, analytics, technology and
services into a unified communication ecosystem that helps brands build
meaningful & enduring relationships with influencers and buyers.
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