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Tuesday
September
25
Chicago
Independent
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Independently Organized Event
english
intermediate
Panel
#SMWborrowed
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Advertising & Marketing
11:00
am
-
12:30
pm
Paid, Owned & Earned Media: What about borrowed?
Closed
Hosted by: WOMMA 22


When a brand seeks to join the conversation of socially connected advocates using an incentive program, paid promotion or endorsement, that brand is relying on the advocates’ reputation to benefit its own reputation. The advocate’s perspective is that he or she is putting hard-earned reputation on the line. Each is relying on the other. Each is effectively “borrowing” the reputation of the other. We’ll discuss the dynamics of borrowed reputation; how it relates to the POE model; how borrowed media relationships can be best structured to build/protect trust and improve ROI; and what marketing performance metrics these programs can reveal when implemented using structured disclosure.

 
Weber Shandwick Chicago 875 N. Michigan Ave.
Chicago, 60611


#SMWborrowed

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Tuesday
September
25
Chicago
11:00
am
12:30
pm
Speakers

Lisa Bialecki

@Bialecki

Sr. Director of Integrated Communications / Rust-Oleum Group

Elizabeth Conlisk

@BTNElizabeth

VP Communications, University Relations / Big Ten Network

Tom Chernaik

@CMPLYTom

CEO / CMP.LY

Adam Keats

@akeats

VP / Weber Shandwick

Bialecki BTNElizabeth CMPLYTom akeats
#SMWborrowed

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