Zack Swire of SWIRE & eGood, and Chelsea Segal of Targetwise share their stories and insights (+ learnings from influential voices that inspire them) on 'The New Rules of Marketing: Paid, Owned and Earned'. Understanding your story, your why and your purpose must come first. Then, you can work to be more effective at amplifying your marketing message with the right media mix, maximizing the success of media dollars, and cutting through the clutter to drive your business.

1. COX KNOWS BUSINESS EDUCATION SERIES
Insight and Expertise
for your Business
Welcome!
The New Rules of Marketing
Paid, Owned and Earned
Featuring Zack Swire & Chelsea Segal

2. Hey :)

3. I’m
Zack
SWIRE

4. This is me.

9. I’m
Chelsea

12. The Purpose of today:
Amplifying your marketing message with the right media mix
Maximizing the success of media dollars
Cutting through the clutter to drive your business

13. how we connect

14. http://mashable.com/2011/01/12/obsessed-with-facebook-infographic/

18. 67%

20. 50,000,000 Users
The World is changing and we are
approaching a global community
Radio 38 Years
TV 13 Years
Internet 4 Years
iPod 3 Years
Facebook 2 Years
Google+ took 1 month to reach 20mm users

21. but...

44. SUBSTANCE

45. SUBSTANCE
PURPOSE

46. SUBSTANCE
PURPOSE
A lost treasure

47. online & mobile media
changing how we connect

57. #firstworldproblems

59. paid, earned and owned
the new rules of marketing

60. Paid
Media
A brand pays
to place ad
or content in
a channel
•Advertising
•Events
•Direct Marketing

67. Earned
Media
Publicly
gained when
an influencer
promotes a
brand
•Press Pick Up
•Blog Mention
•Social Sharing
•Word of Mouth

69. “We may not collect #tigersblood,
but we know our donors &
volunteers have fierce passion for
doing good! #RedCrossMonth,”
the Red Cross

70. Owned
Media
A brand
owns a
channel
•Company Blogs
•Company website
•Company social
accounts

73. Paid Earned Owned
Media Media Media
A brand pays Publicly A brand
to place ad gained when owns a
or content in an influencer channel
a channel promotes a
brand
•Advertising •Press Pick Up
•Events •Company Blogs
•Blog Mention •Company website
•Direct Marketing •Social Sharing •Company social
•Word of Mouth accounts
Social + Mobile

76. The results of this 3 week campaign:
• Reached nearly 19,196 unique visitors with a 45.87% daily return
• Generated 7,188 accounts
• Saw 4,354 shares via Twitter and 7,600 shares on Facebook
• Added 2,493 Twitter followers
•30,057 new Facebook likes

77. no one strategy fits all

78. This is where we
start

79. Powered by COX Business
Real-time hub to grow your business.

80. CONTENT STR ATEGY
Cox BLUE will feature both trending
ar ticles and our own content similar
to Mashable, educational content
similar to Mixergy, an open forum for
discussion similar to AMEX Open,
and inspirational video content
similar to TED.
Brought all together, it will create a
content hub that our small business
customers will find valuable, and
will reinforce Cox as an authoritative
voice in the digital space.

81. Powered by COX Business
BR ANDING
Keep it simple
Own the space
Own the color

82. FEATURED CONTRIBUTORS
Cox BLUE will source a team of influential writers
to enhance the site’s authoritative voice and
leverage their pre-exis ting followers.
We’ve already secured Ann Handley, co-founder
of Click Z and MarketingProfs, for an initial kickof f
post, and we’re in the process of discussions with
various other influential contributors.
Each will bring var ying perspec tives to the
present Issue.
82

85. SOGO

92. the social good community

93. The Empathic Civilization

99. ORDINARY ACTIONS
EXTRAORDINARY CHANGE

101. ORDINARY ACTIONS
extraordinary change

102. FUTILITY
A cause feels TOO BIG to make a real difference.
When researchers told study participants that several thousand people in a Rwandan refugee
camp were at risk and asked them to send aid that would save 1,500 lives, their willingness to give
was related to the proportion of people they could save. The smaller the proportion, the less
willing people were to help.
*http://nonprofit.about.com/od/fundraising/a/whydonorsdontgive.htm

103. PAROCHIALISM
We have evolved to care for those closest and we are not nearly as moved by a
tragedy far away than by one that involves people we feel close to.
HURRICANE KATRINA SOUTHEAST ASIA TSUNAMI
1,600 220,000
KATRINA DEATHS TSUNAMI DEATHS
6.5 Billion Dollars Raised 1.54 Billion Dollars
Raised

104. MISTRUST
TRANSPARENCY
53% of all Americans believe corporate cause
marketing should be regulated
61% of consumers think companies are not
giving them enough details about their (social
For a typical event fundraiser, good) efforts including the amounts donated and
how much money actually the length of the promotions.
goes towards your charity? If a company does not offer consumers enough
information about how their purchase will affect
the cause, 34 percent will either choose another
brand or walk away entirely
Cone Cause Evolution Study, 2010

106. WHAT TODAYS CONSUMER
WANTS??
:) *

107. IMAGINE ONE PURCHASE

108. TURNING INTO MANY

110. by locations
annually

112. ©
2012
eGood
Inc.
-­‐
CONFIDENTIAL

113. ©
2012
eGood
Inc.
-­‐
CONFIDENTIAL

114. ©
2012
eGood
Inc.
-­‐
CONFIDENTIAL

115. Platform
iPhone App iPad in Store App Website
©
2012
eGood
Inc.
-­‐
CONFIDENTIAL

116. content

117. 1. Sell the Experience
These are Ann
2. Get your Community Involved
Handley’s
3. Prepare for the Long Haul 6 steps to winning...
(sorry about the bad crop)
4. Learn to see content moments everywhere
5. Take Risks
6. Create the unexpected

120. Find
your voice

131. do you have a plan?

132. IF you’RE
j u s t
making
noise...

133. ...YOU
MAY LOOK
LIKE AN
IDIOT???

134. SO,
Are you
willing
to listen?

135. A N D
T R U L Y
CREATE
IMPACT?

136. IMPACT = C x (R+E+A+T+E)

137. CONTRAST: Does your idea stand out?
REACH: How many people do you connect to?
EXPOSURE: How often does your audience hear from you?
ARTICULATION: Is your idea clear enough?
TRUST: Do people believe you?
ECHO: Does your idea connect to your audience?

138. Content Marketing plan

139. if you remember
just one thing...

141. No one wants to hear it!!

143. COX KNOWS BUSINESS EDUCATION SERIES
Insight and Expertise
for your Business
Thank You
Cox Blue, our social hub for small business –
information and tools from social media, marketing and
business leaders around the world
www.CoxBlue.com

144. COX KNOWS BUSINESS EDUCATION SERIES
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