So why Twitter and why earned media? Twitter advertising increased 97% year on year in 2014, Twitter campaigns are now a primary feature of marketing strategies around the world. But many struggle to understand and measure the true value of Twitter as a media channel. Paid media: pretty self explanatory, a company pays to leverage a channel/medium’s audience. Owned media: a channel controlled by the brand (examples: your own Twitter account) Earned media: the sharing of messages by customers, fans and followers that attracts new ppl to your business.

1. Social Media Week London SocialBro
#SMWSocialBro
Javier Burón
CEO & Cofounder of SocialBro
@JavierBuron

2. Panel Discussion:
The Future Of Paid Social Media
Drinks & Networking
Welcome To #SMWSocialBro
#SMWSocialBro@javierburon
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3. Our Panel: The Future Of Paid Social Media
Simon Preece
Founder of SLP
Consulting
Greg Allum
Social Media Manager
at British Gas
Alex Packham
Founder of ASTP
Sarah Groarke
Managing Director at
Snackmedia
Flora Busby
Social Media Manager at
Barclaycard
Tom Ball
Director of Digital at
Immediate Future
#SMWSocialBro
Javier Burón
Cofounder and CEO
at SocialBro

4. #SMWSocialBro
What Is Earned Media?
@javierburon

5. ● Global influencer campaign
with a grass-roots feel
● Targeting 80 cities
● So far, influencers have
averaged roughly 24 times
higher engaged user rates
than PUMA’s core audience
@javierburon #SMWSocialBro
DigitasLbi + PUMA #IgniteYourCity

6. #SMWSocialBro
Telefonica #ThinkBig
@javierburon
Content Search
ie: Tweet about
my Blog
Social Graph
Search
ie: is not
following me

7. 1000heads + Benefits #Poreoclock
#SMWSocialBro@javierburon
● Aimed to discover the city with
the most passion for their
product ‘Porefessional’
● Sampling initiative through the
use of Twitter's, partnerships
with beauty influencers,
interactive microsite with heat
map

8. #SMWSocialBro
Adecco Group (one of the world’s leading provider of HR solutions )
@javierburon

9. The Shift To Measuring Earned Media...
#SMWSocialBro@javierburon
● Brands are moving beyond the
usual metrics and getting to
grips with tracking the earned
media from their Twitter
marketing campaigns
● There is no mystery - good
Twitter campaign management
platforms now enable you to
track the earned media
followed on from your Twitter
Ad campaigns

10. @JavierBuron
Thanks!
#SMWSocialBro