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 , 2 0 1 3 1

2. 2 3. 3 Paid media is an exposure that you pay for. Examples: Paid Search, Banners, Social Ads Least Credible and Most Expensive But Fastest 4. 4 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 6 7. Positive Paid Snickers You are Not You When Youre 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 9. 9 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. 11 12. Is eBay's bashing of Google AdWords valid or do they just stink at it? 12 eBays 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, theyve been running ads on the most ridiculous things including stuff that doesnt exist or stuff that is illegal to sell. 13. 14 14. http://www.vaughns-1-pagers.com/internet/ebay-ads.htm 15. 16 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. 16. Negative Paid Carnival Cruise Use negative keywords to prevent your ads from showing up on irrelevant searches! 17. 18 18. Negative Keyword: Roach Hotel 19 19. 20 Negative Keyword: Roach Hotel Roach, Mo 20. 21 Negative Keyword: Roach Hotel Roach Motel Pest Control 21. 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. Its a super-effective way to draw people back onto your site. Track conversions. 22 22. Owned media 23 23. 24 Poland Spring's Missed State of the Union Opportunity 24. Missed Opportunity Costs Tweets that included the terms Rubio and water peaked at 57,466 mentions Rubio Water 25. 26 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: 26. Finally, more than 14 hours after Rubios 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! 27 27. 28 Negative- Poland Springs Their twitter is protected from the public, with only 729 followers despite being a major brand. 28. I had no idea we would get such a response to an impromptu sip of water, says Jane Lazgin, Poland Springs media contact at Nestl Waters North America 29 29. 30 30. Their website comes up like this on a mobile phone. 31 31. 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. 32. 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 33. 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) 34. 35 35. 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 36. 37 LinkedIn Profiles 37. 38 LinkedIn Endorsements 38. 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 39. 40 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. 40. 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. 41 41. Earned media 42 42. 43 80% of Twitter updates are on mobile devices. Imagine what that means for bad customer experiences. 43. 44 United Stock prices dip 10% after social video launches Negative Earned- United Airlines 44. Negative Earned- United Airlines 45. Over 11.4 million views Stock prices dip 10% resulting in $180 million Appeared on ABCs The View Time Magazines Top Viral Videos of 2009 2 more videos to be produced As of 2/4/12 Negative Earned- United Airlines 46. Negative Earned- Suite Paradise Hotel 47. Negative Earned- Heart of Texas Motel 48. iPhones Voice Activated Search Siri, uses Yelp as their search data. The moldy shower photo is their main photo! 50 49. 51 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. 50. Hotel Indigo does a great job of guestsourcing using photos that guests have tweeted or uploaded as a Pinterest board. 52 Positive Earned- Hotel Indigo 51. 53 Positive Earned- Hyatt 52. 54 53. Positive Earned Cava Del Tequila Cava del tequila in Disneys Epcot offers freebies to people who follow them on twitter 54. Positive Earned Cava Del Tequila 55. 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. 56. 58 57. 59 58. Hillary Bressler CEO/Founder of .Com Marketing Email: bressler@commarketing.com Web: www.commarketing.com Phone: 407.774.4604 ext 203 @commarketing @hillarybressler Find My Presentation On www.slideshare.net/hillarybressler