ocial media marketers often downplay the paid media programs that fuel their success. Learn the truth about holistic media planning that takes advantage of the powerful synergy between paid and social media for stronger campaign results.

1. How Social Media Marketers Lie and What To Do About It Lisa Osborne, Director of Media Services Jamie Beckland, Emerging Media Manager

2. Social Media Advocates Lie All the Time… Social media advocates want you to think that social media marketing efforts can be wildly successful all on their own © 2011 White Horse Productions, Inc. Content may not be reused without permission.

3. The Roles Of Owned, Paid, and Earned Media Think holistically about consumer engagements by leveraging all owned, paid and earned media channels © 2011 White Horse Productions, Inc. Content may not be reused without permission.

4. Consumers Trust Word of Mouth Paid media can be more effective when combined with owned/social media Quality of impact - (Nielsen) © 2011 White Horse Productions, Inc. Content may not be reused without permission.

6. Using social data to better target and optimize paid media© 201 White Horse Productions, Inc. Content may not be reused without permission.

8. Use social better target and optimize paid mediaAd impression Competitive Search Related forums Review sites Visit Connect thru forum Social outlets Peer influence Conversion © 2011 White Horse Productions, Inc. Content may not be reused without permission.

10. Evaluate size and scope of competitor participation© 2011 White Horse Productions, Inc. Content may not be reused without permission.

11. Broad Social Architecture Use owned/social media to assist paid media and develop earned media Flow of content into social channels Flow of consumers from social channels © 2011 White Horse Productions, Inc. Content may not be reused without permission.

13. Earned media can provide assets for paid media© 2011 White Horse Productions, Inc. Content may not be reused without permission.

16. Social Media Helps SEO Search relies on loads of content © 2011 White Horse Productions, Inc. Content may not be reused without permission.

18. Elevate category ownership© 2011 White Horse Productions, Inc. Content may not be reused without permission.

20. Typically increases site traffic from referrals 15-50%

21. Exponentially increases reach and awareness© 2011 White Horse Productions, Inc. Content may not be reused without permission.

23. Require that the social and paid media teams work together throughout the planning process

24. Work with people with deep experience in both paid and social – like White Horse!© 2011 White Horse Productions, Inc. Content may not be reused without permission.

25. Thank you! jbeckland@whitehorse.com losborne@whitehorse.com www.whitehorse.com | @whitehorsepdx | contactus@whitehorse.com © 2011 White Horse Productions, Inc. Content may not be reused without permission.