How Social Fits Into Your Owned Media Strategy

How Social Fits Into Your Owned Media Strategy

Gini Dietrich, CEO of Arment Dietrich, joins the Social Pros Podcast to discuss how her successful PESO integration model converts leads into sales through social.

In This Episode:

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Full Episode Details

gini-dietrich-instagramPESO Your Way to Sales

For B2B executives, investing in social can feel like a pointless and expensive endeavor. The common feeling is that B2B customers are on LinkedIn and that’s the only place to be that makes sense. While that is partially true, there is a whole world of influencers available across the social spectrum.

Gini takes her PESO model of Paid, Earned, Shared, and Owned media and employs social to integrate it for authority, thought leadership, and sales conversion for B2Bs. Her successful approach has shown her first-hand that the power of social for B2Bs is in influencing the influencers.

Customers have a gatekeeper that filters their professional purchasing pool. Using social platforms beyond LinkedIn helps B2Bs to network and get past the gatekeeper; allowing a conversation with the customer directly or with somebody that has influence over them.

Adding in a team that coordinates content deployment throughout the online community, she knows how to cast a wide social net that works for B2Bs.

In This Episode

  • How B2B social leads to indirectly influencing the customers of your customer
  • Why successful social for B2B means moving beyond LinkedIn
  • How robust content leads to impactful social variety across all channels
  • Why your website does not, and never will, get the most traffic
  • How to use numbers to your advantage in marketing


Quotes From This Episode

“Every potential customer in the world has people, either in their organization or outside their organization, who influence their decision.” —@jaybaer

“Pinterest drives a ton of really qualified leads for students, where the other social networks don’t do that.” —@ginidietrich

“You do have content specific to social. You do have Instagram stories that don’t live on your site.” —@ginidietrich

“As social becomes more multimedia, it becomes content in a way that it wasn’t in the past.” —@jaybaer

“PR professionals should have a way to learn about how the industry has evolved.” —@ginidietrich

“It’s not math, it’s data, and you’re going to read it. You’re not doing calculus. You’re not doing algebra. We’re reading data, and we’re using that to make really good decisions.” —@ginidietrich

“My biggest pet peeve from a social and content perspective is that we haven’t figured out how to measure it consistently.” —@ginidietrich


What’s your one tip for becoming a social pro?

Gini’s tip is a simple one: you have to participate in social. That means you can’t delegate and you can’t watch from the sidelines. You need to choose something, anything, and at least start from there. If you like writing, create a blog. If you like taking pictures, join Instagram. Find what you love and get good at that via social.

If you could do a Skype call with any living person, who would it be?

Going the timely and political route, Gini would snag some Skype time with Donald Trump to hear his ideas from his own mouth and ask what the heck he’s thinking. At the very least, it would be entertaining.

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