Let Internet marketing pioneer, Hillary Bressler, lead you in today's fast paced world, consumers are massively dependent on the information they gather from a brand's online presence. Cultivating the right balance of Paid, Owned, and Earned Media is critically important to develop your digital footprint, draw in eager consumers, and generate conversions. Your actual site and other controlled properties are your owned information in that they can be carefully crafted to send out your message. Paid media, while easily the most expensive is immensely valuable because of the immediate results it delivers and its value as a supplement to traditional ranking strategies. Finally, earned, the most difficult to acquire medium are those mentions where awards, newspapers, bloggers, and other sites recognize your excellence and provide mentions based solely on your merit.

1. How and
Why They
Are
Important
Hillary Bressler,
CEO & Founder of
.Com Marketing
@hillarybressler |
bressler@commarketing.com
A u g u s t 2 2 ,
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Paid media is an exposure that you pay for.
Examples: Paid Search, Banners, Social Ads
Least Credible and Most Expensive
But Fastest

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Owned media is any web property that you can control
and is unique to your brand.
Examples: website, blog sites and social media channels
Least Objective and Most Control

5. 5
Earned media is essentially online word of mouth.
Examples: 'viral' tendencies, mentions, shares,
reposts, reviews, recommendations, or content
picked up by 3rd party sites
Most Credible and Hardest to Get
The Customer is the Channel

6. Paid media
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7. Positive Paid – Snickers
“You are Not You When You’re Hungry”
• Targeted misspelled keywords, and used ad copy
to play on the fact that the person misspelled
what they were searching for.
• In just over two days, Snickers managed to get
558,589 ad impressions on those misspellings.
http://searchenginewatch.com/article/2265867/Snickers-AdWords-Campaign-
Targets-Searchers-So-Hungry-They-Cant-Spell

8. Positive Paid – Snickers

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10. “….many paid search ads generated virtually no
increase in sales, and even for ones that do, the
sales benefits are far eclipsed by the cost of the
ads themselves.”
~Ray Fisman, who wrote up the study for Harvard Business Review
http://www.wordstream.com/blog/ws/2013/03/13/dear-ebay-its-not-
adwords-its-you
Negative Paid – eBay Ads

11. Does Google AdWords work?
eBay Says No!
The company argues that SEM only works in instances
where consumers are nearly totally ignorant of a
brand and its offerings. By not-so-subtle implication
eBay urges other well-known brands to stop using SEM.
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12. Is eBay's bashing of Google AdWords valid
or
do they just stink at it?
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eBay’s AdWords strategy appears to be to pick every possible word in
the dictionary and run them on Dynamic Keyword Insertion.
For the last 10 years, they’ve been running ads on the most ridiculous
things including stuff that doesn’t exist or stuff that is illegal to sell.

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15. http://www.vaughns-1-pagers.com/internet/ebay-ads.htm

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Discounts for Smart Paid Search
To ensure that advertisers do a good job at choosing keywords that are
relevant to their business (which is important because Google would prefer
not to display stupid, irrelevant ads, which annoy users), they give you a
discount on ads that have high click-through rates.
Penalization for Stupid Paid Search
The flip side of this is that they penalize lousy ads (like ads for love or
loneliness, etc.) by charging as much as 10x more.

17. Negative Paid – Carnival Cruise
Use negative
keywords to
prevent your ads
from showing up
on irrelevant
searches!

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19. Negative Keyword: “Roach Hotel”
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Negative Keyword: “Roach Hotel”
Roach, Mo

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Negative Keyword: “Roach Hotel”
Roach Motel Pest Control

22. Paid Search Tips
• Be more picky with your keywords. Instead of bidding on
hopelessly unspecific keywords like “baby,” choose more
specific terms that show at least a little intent, like baby
bottles, or baby stroller, etc.
• Consider using Dynamic Search Ads – a technology from
Google that picks your keywords for you automatically.
• Use negative keywords to prevent your ads from showing up
on irrelevant searches. This could save you millions of dollars!
• Use remarketing to target shopping cart abandoners. It’s a
super-effective way to draw people back onto your site.
• Track conversions.
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23. Owned media
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Poland Spring's Missed
State of the Union
Opportunity

25. Missed Opportunity
Costs
Tweets that included the terms ‘Rubio’ and
‘water’ peaked at 57,466 mentions
“Rubio Water”

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Within the hour, #watergate was trending, a Lil’ John remix was in
the works, and Rubio himself had even tweeted out a photo of the
bottle:

27. Finally, more than 14 hours after Rubio’s sip -- or roughly
14 years in social media time -- Poland Spring released an
image on Facebook of a tiny Poland Spring bottle staring at
itself in a vanity mirror with the message:
“Reflecting on our cameo. What a night!”
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Negative- Poland Springs
Their twitter is protected from the public, with only 729 followers despite
being a major brand.

29. “I had no idea we would get such a
response to an impromptu sip of water,”
says Jane Lazgin, Poland Spring’s media contact at
Nestlé Waters North America”
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31. Their website comes
up like this on a
mobile phone.
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32. Positive - Old Spice
Old Spice launched its new Wild Collection line
and to accompany it, “hired” a wolf dog as their
marketing director with an entire suite of owned
digital space for the wolf dog: facebook, twitter
google+, youtube and instagram.

33. Twitter
Despite only having 89 tweets and following 8 users, Director Wolf Dog
had a following of nearly 8,000 within a week of launch

34. www.mrwolfdog.com
•Old Spice created a tumblr page for Director Wolf Dog, complete with cheesey
gifs
•Within a week, the site had over 500,000 visitors.
•The most popular post has 2,824 notes (made up of reblogs and likes)

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36. One week of marketing….
• The Wolfdog campaign garnered over 4 million
views on YouTube
• The campaign also led to 600,000 page views on
Old Spice.com and MrWolfdog.com
• Generated more than 30,000 new social fans,
followers and subscribers
http://www.clickz.com/clickz/news/2255256/old-spice-wraps-up-wild-week-
with-mr-wolfdog

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LinkedIn Profiles

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LinkedIn Endorsements

39. CelebBoutique, an online store, posted a promotional
tweet with the Aurora hashtag to take advantage of a
trending topic. Unfortunately, the company's PR
apparently did not take the time to read up on why
Aurora was trending, so the tweet came off as incredibly
insensitive.
http://mashable.com/2012/11/25/social-media-business-disasters-2012/
Negative- Celeb Boutique

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TWEET:
"Obamas gma
even knew it
was going 2 b
bad! She died 3
days b4 he
became
president.
#nbcpolitics"
Negative- Kitchen Aid
To the company's credit, it quickly removed the tweet and issued an apology,
explaining that a member of the KitchenAid team had mistakenly posted it from
the company account instead of from a personal handle.

41. Owned Tips
• Make sure you have a professional PR or social media expert
driving your social media strategy.
• Make sure that all your “owned” space is updated, claimed
and active, or remove it.
• Do act fast in times of opportunity.
• Have a crisis management plan in place.
• Reply to both good and bad reviews.
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42. Earned media
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80% of Twitter updates are on
mobile devices.
Imagine what that means for bad
customer experiences.

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United Stock prices dip 10% after
social video launches
Negative Earned- United Airlines

45. Negative Earned- United Airlines

46. • Over 11.4 million views
• Stock prices dip 10%
resulting in $180 million
• Appeared on ABC’s The
View
• Time Magazine’s Top Viral
Video’s of 2009
• 2 more videos to be
produced
As of 2/4/12
Negative Earned- United Airlines

48. Negative Earned- Suite Paradise Hotel

49. Negative Earned- Heart of Texas Motel

50. iPhone’s Voice
Activated Search
Siri, uses Yelp as
their search data.
The moldy shower
photo is their
main photo!
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Design-led companies are beginning
to embrace the rapid adoption of
mobile-based photo sharing websites
such as Instagram
Positive Earned- Morgan Hotels
Hot trifecta of marketing magic today: social/mobile/local.

52. Hotel Indigo does a great job of guestsourcing – using photos
that guests have tweeted or uploaded as a Pinterest board.
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Positive Earned- Hotel Indigo

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Positive Earned- Hyatt

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55. Positive Earned – Cava Del Tequila
• Cava del tequila in Disney’s Epcot offers
freebies to people who follow them on twitter

56. Positive Earned – Cava Del Tequila

57. Why it works
• Users are eager to follow @cavadeltequila in
order to get the freebie
• Once the user follows, Cava can send out
updates easily to highly targeted users
• Users are likely and eager to share their
experience with an expanded network of
followers.

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60. Hillary Bressler
CEO/Founder of .Com Marketing
Email: bressler@commarketing.com
Web: www.commarketing.com
Phone: 407.774.4604 ext 203
@commarketing
@hillarybressler
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