Webinar Replay: The Death of Paid, Earned and Owned Media
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Are the distinctions between “paid, earned and owned” content - used for years by CMOs to distinguish between types of business-driven content - becoming meaningless? Some online marketers say that the recent proliferation of new communications channels and forms of consumption on the web has blurred the accepted boundaries between content based on origins and delivery methods, so much that these labels may no longer have much practical use. In fact, on the social web, one piece of content often travels through all of these categories as it is published, shared and re-shared across internal and external networks.
If that's the case, what new labels should marketers use to talk about content, and what qualifications should each category use? Is content now defined more by how people interact with it than where it originates? Join us as we explore this upheaval in the structure of business content, and how it should impact our ideas about marketing, sales, customer relations and community. We'll ask:
- How do businesses adjust to these new realizations about content?
- Does marketing strategy need to be completely rethought?
- Are there best practices for engaging the public to circulated one’s content?
- What now fits under the umbrella term “content” that didn’t fit before?
About the Panel:
Matt Heinz, President, Heinz MarketingMatt Heinz brings more than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Matt has held various positions at companies such as Microsoft, Weber Shandwick, Boeing, The Seattle Mariners, Market Leader and Verdiem. In 2007, Matt began Heinz Marketing to help clients focus their business on market and customer opportunities, then execute a plan to scale revenue and customer growth. He launched Heinz Marketing formally in late 2008. Matt lives in Kirkland, Washington with his wife, Beth, and a menagerie of animals (a dog, two cats, and six chickens).
Michael Damphousse, CEO/CMO of Green Leads, LLCMike is the consummate sales and marketing executive, leading the growth of Green Leads while sharing b2b demand generation knowledge with others. After serving as CMO at two software companies, Mike created Green Leads to leverage technology, the human asset, and today’s ever changing trends. Mike has developed a new brand of marketing that delivers ROI in this 2.0 world. Green Leads serves companies of all sizes, from 30 person startups to billion dollar software giants. Mike’s blog, Smashmouth Marketing is widely read amongst b2b marketing professionals. Prior to Green Leads, Mike served as both an entrepreneur and executive. He was CMO of Infoteria, an XML software company. He was founder and CMO of Pangaea Software, an enterprise level software solutions company. He started his career at Modicon as a 19 year old co-op student. From there he held positions in engineering, sales, marketing and business development. Over the years, Mike has served on several boards of both commercial and non-profit ventures. Mike holds a BS in Computer Science from Merrimack College.
Craig Rosenberg, Vice President, Focus.comCraig is the leader of the Focus Expert Network for Focus.com, where his team recruits, engages and manages the world-class industry and technology experts who make up the Focus Expert Network. Focus.com is fostering the democratization of industry data, information and advice by reinventing how expertise is created and consumed by business professionals. At the heart of Focus.com is the Focus Expert Network, in which experts power the real-time Q&A, research and personalized support that so many businesses now depend on. Craig is also the author of the popular sales and marketing blog, The Funnelholic, where he writes about b2b marketing issues including demand generation and lead management. Prior to Focus, Craig worked for Sales Ramp where he designed, built and managed lead generation and inside sales strategies and processes for high-tech startups. During that time, Craig built lead generation machines at over 25 different companies in a variety of high-tech verticals ranging from business applications to IT infrastructure.
Maggie Fox, Moderator, Social Media Group
Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.
Former SMT Senior Editor, currently a social media analyst/consultant. Now find me here as username Cliff Figallo.The quintessential online communities and social media veteran and expert. Founding director of The WELL, author of Hosting Web Communities ('98) and Building the Knowledge Management Network ('02).