In its Social Media Week session, hosted at The Onion’s new Chicago headquarters, the IAB’s Social Media Committee will explore many of the urgent questions marketers are asking themselves about the interplay between paid, owned and earned media, such as:

• How do I define paid, owned and earned, respectively?
• When, for example, does owned media end and earned begin?
• Which comes first, paid, owned or earned?
• Can I expect significant impact from earned without paid (and vice versa)?
• What’s the best allocation of resources to achieve my objectives?
• How do I know if I’ve been successful? What metrics count?

As part of this session, we will review several case studies of how marketers have approached POE in different ways and effectively orchestrated them for maximum results. These examples will show that POE is converged and the connections are getting stronger as brands build integrated POE from the ground up.  While each example starts from a different point in the POE spectrum, you will learn the one thing they all have in common: the importance of HOWs. Following this lively session, you’ll walk away with a better understanding of how you can manage the complex relationship between your paid, owned and earned media.

Opening Remarks: Susan Borst, IAB

Moderator: Steve Wax, Partner, Ladies & Gentlemen

Case studies from: 

Todd Hayes, Local Reponse

Grant Jones, Marketing Director, The Onion and A.V. Club

Matt McDonagh, National Sales Director, The Onion and A.V. Club

Tom Thai, VP, Marketing and Business Development at Bluefin Labs

Brian Lipman, Digital Media Manager, MillerCoors

Tyler DeAngelo, Executive Creative Director, Euro RSCG