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A Marketing Imperative: Balancing Paid vs. Earned Media

We live in the age of the informed, connected and social consumer. Marketers who fail to drive and leverage earned media may be risking the opportunity to increase brand awareness and reputation. Some new media evangelists, however, will tell you that social media will replace traditional advertising entirely. But the truth is – success for today's marketers is learning how to leverage both.

Featured Speakers:

Sean Corcoran, Senior Analyst, Forrester Research Inc @seancor
David Armano, SVP, Edelman Digital @armano
Rob Fuggetta, Founder/CEO, Zuberance @robfuggetta

in this Webinar, attendees will learn:

How to appropriately leverage Earned Media vs. Paid Media
How to gain more Earned Media by tapping into a large segment of your highly satisfied customers (aka Brand Advocates)
How to integrate Earned Media into your existing marketing efforts
How to measure the impact of Earned Media

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Featured Speakers:

Sean Corcoran, Senior Analyst,
Forrester Research Inc

Guest Speaker Sean Corcoran is a Senior Analyst with Forrester Research, Inc. (an independent research firm) and focuses on helping businesses develop and manage their digital strategies. He has written extensively on Paid, Owned and Earned media, and has more than 10 years of interactive marketing experience with large brands such as adidas, HP, Hyatt Hotels, Motorola, and RadioShack. @seancor

David Armano, Senior Vice President, Edelman Digital

David Armano is currently a Senior Vice President of the interactive arm of Edelman Digital. He has 14 years experience in the industry, with the majority spent in digital marketing and user experience design. David also writes Logic + Emotion which is ranked in the top media + marketing blogs and is also a frequent columnist for Harvard Business Review. He focuses on blending strategy with design, and looks for new business opportunities around the social Web to enhance the customer experience, connect individuals and innovate. @armano

Rob Fuggetta, Founder/CEO,
Zuberance

Rob Fuggetta is the driving force behind Zuberance's vision and strategy. After over 20 years in Silicon Valley, Fuggetta founded Zuberance in February 2007 because he saw a major opportunity for companies to harness the power of Word of Mouth and the Social Web to drive sales. You can read his thoughts on Social Media ROI, Word of Mouth Marketing and Brand Advocacy here. Follow Zuberance on Twitter: @Zuberance