social connections: connecting paid, owned and earned
TRANSCRIPT
“Seamless Connections: Connecting Paid, Owned and Earned Media”! Jeff Ragovin @jeffragovin Chief Strategy Officer, Salesforce Marke=ng Cloud Cloud
Abbey Reider @abzreider Global Social Media Strategy at Starwood Hotels & Resorts
October 15, 2012
Social Media has created chaos for marketing !
Ineffec=ve Marke=ng Results
Most Companies Struggle !
Fragmented Conversa7ons
No Unified Data Too Many Systems
Mul=ple groups engaging
Mixed messages
Customers only see one brand
Campaigns and engagement disconnected
Mul=ple measurement dashboards
No customer record or profile
Mul=ple point solu=ons
Disconnected from the enterprise
Inefficient & uncoordinated
Fragmented Conversations Are Happening!
Department Siloes
Not coordinated
Mixed messages
Customers confused
52% Of companies don’t have a coordinated social media strategy
Source: Al=miter Group
First, we need to understand Paid, Owned and Eared !
!!
1. Example of Paid Media on Facebook!
2. Example of Earned Media – The “free” impressions and stories from our engaged customers!
3. Owned Media (Web, Landing Pages, Mobile Apps) !
Today, the lines between paid and owned are getting very blurry !
We can now AMPLIFY owned content to create Ads. !
Let’s play an earned media game…!!The 2 attendees with the most re-tweets!at the end of todays session will “earn”! something special…..!!Here’s an example of an acceptable tweet:!!“learning about #POE #DMA2012” with @jeffragovin @abzreider !
Starwood Hotels Building an Owned Network!
Create a solid foundation globally!
10 Global Brands; 1,300 properties; 1,500 users !
Massive Distribution Engine!
Corporate support by brand and region !
Content push for local and corporate !
Social switch board for all incoming/outgoing posts!
Building an Integrated Paid, Owned, Earned (POE) Media Framework
!
• Educating The Organization!
• Determining Value of Paid, Owned Earned (POE)!
• Defining Goals, Measurement & Integration Points!
An Integrated POE Approach Enables Starwood to Reach Consumers At All Relevant Touch Points!
PAID OWNED EARNED
Print, TV, online media, PPC, radio, partnerships, sponsorships
Brand.com, email, social channels & apps, mobile sites & apps, SEO, PR
Forums, social sharing, ratings & reviews, advocates & influencers
Social Media
Prospects Guests/SPG Members Fans, Followers
Engaging Content 51%
…The increase in likelihood a customer will purchase, after clicking the ʻlikeʼ button.
An Integrated Approach Drives Media Efficiency, Reengages & Introduces New Guests!
Engaged Users
2X
Shares & Impressions …trust earned media,
such as recommendations from friends and family".
92%
Fan/Follower Growth
Bookings Conversion
Loyalty Share of Wallet
the additional amount a fan will spend on a brand compared to a non fan(4)
117%
of consumers…
Ascertaining The Value of Owned/Earned Content!
141K+ Fans 8K+ Page Stories (likes, shares, comments, etc)
37K+ Consump7ons (clicks, album
views, video plays)
224K+ Viral Impressions
400+ New Viral Stories
11K+ New Viral Fans
Facebook.com/Sheraton*
When a ‘fan’ interacts with content, the monetary value of that content can begin to be calculated…
*Illustra=ve – Based on Sheraton Facebook July performance metrics
Above activity resulted in a total of 587,571 (owned + earned) impressions!
Layering In Paid Amplifies Key Campaign Messaging!Sheraton #SocialHour promoted post resulted in a reach of 300K+ users and 156K+ likes for one post alone!
Thank You / Q & A ! Jeff Ragovin @jeffragovin Chief Strategy Officer, Salesforce Marke=ng Cloud
Abbey Reider @abzreider Global Search Marke=ng, Affiliate & Social Media Strategy at Starwood Hotels & Resorts
October 15, 2012