Presentation given on April 2nd 2011 at ABTOF Conference, St Malo, France. Focusing on Social media examples, challenges and opportunities in the travel industry; and presenting a framework for establishing Social Media ROI and Social Business.
22. Owned, earned and bought
Owned Earned Bought
Media via a
Media via others Media via 3rd
channel that you
with influence party agreements
control
23. OWNED
Media via a channel that you control
EXAMPLES ROLES BENEFITS CHALLENGES
No guarantees
Fully owned: Where people Control
Web / mobile site go to find out
Trust
Blog site more Longevity
Widgets and apps
Takes time to
Longer term Versatility
scale
Partially owned: relationships
Facebook page Niche Audiences
Cost
Twitter account Taking comms
Partnerships beyond your
Natural Search website
Support people
who WANT to
engage with you
24. BOUGHT
Media via 3rd party agreements
EXAMPLES ROLES BENEFITS CHALLENGES
Display ads Control Clutter
Reach
Paid search Delivery with Lower response
Engagement &
Immediacy rates
Interaction
Sponsorships
Scale and Interruptive
Catalyst
Partnerships frequency
Costs
Salience
Targeting
Drive Owned
and Earned
25. EARNED
Media via others with influence
EXAMPLES ROLES BENEFITS CHALLENGES
Control
Word of mouth Peer to peer Most credible
(WOM) sharing
Reputation
Transparent and
management
User generated User lives on
content broadcasting
Potential
Supports us
negativity
Buzz listening and
responding
Scale
Viral
Potential value
Risk
for money
Management
Hard to measure