While showing examples of paid, owned and earned social media content, Salesforce Marketing Cloud Chief Strategy Officer Jeff Ragovin started with one that demonstrated you don’t necessarily have to pay or own to generate lucrative business results. And he demonstrated it in a very personal way.
Ragovin showed an “earned” social media post touting jet maker Boeing’s store, which was offering limited edition replicas of Boeing jet windows.
“I bought three,” Ragovin noted, adding, “That’s a $1,500 conversion for nothing.”
The anecdote taught me two things. One, earned media can be very effective. Two, Salesforce Marketing Cloud execs are paid a lot.