The document discusses various types of media including paid, owned, and earned media. It provides definitions of these terms from sources like Forrester and MarketingProfs. It also includes copyright notices and discusses challenges with adapting marketing strategies to new media formats and ensuring integrated, measurable campaigns.
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
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
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
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
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
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
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
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