The New Rules of Marketing: Paid, Owned and Earned

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

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

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

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

SUBSTANCE

PURPOSE

A lost treasure

online & mobile media
changing how we connect

paid, earned and owned
the new rules of marketing

Paid
Media

A brand pays
to place ad
or content in
a channel

•Advertising
•Events
•Direct Marketing

Earned
Media

Publicly
gained when
an inﬂuencer
promotes a
brand

•Press Pick Up
•Blog Mention
•Social Sharing
•Word of Mouth

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

Owned
Media

A brand
owns a
channel

•Company Blogs
•Company website
•Company social
accounts

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

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

Powered by COX Business

Real-time hub to grow your business.

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.

Powered by COX Business

BR ANDING

Keep it simple

Own the space

Own the color

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

ORDINARY ACTIONS
EXTRAORDINARY CHANGE

ORDINARY ACTIONS
extraordinary change

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

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

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

WHAT TODAYS CONSUMER
WANTS??

:) *

©
2012
eGood
Inc.
-‐
CONFIDENTIAL

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

IF you’RE
j u s t
making
noise...

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

SO,
Are you
willing
to listen?

A N D
T R U L Y
CREATE
IMPACT?

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?

if you remember
just one thing...


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


Join Us Next Month!
Tuesday, April 16th
Strategies for Business Success
Featuring Jane Applegate, author of
“201 Great Ideas for Your Small Business”

Register
Early!


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