earned media

Communications Planning in 2013

The good people at WARC are keen to encourage people to start thinking early about planning themes for 2013 and so have asked me (along with a few other ad bloggers around the world) to put down a few thoughts on the subject. 

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Paid, Owned and Earned Media

My friend Nick has been busy working away on a shiny new book which has launched today, focusing on a way of viewing the communications world which is fast becoming the default: Paid media (paid for communication placed in third party channels), Owned media (brand assets with direct contact with consumers), and Earned media (customers as the channel, third party endorsements, word of mouth, advocacy).

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Slow, Fast & Spiky Communications

A few weeks back Matt Locke wrote a rather excellent post about "The New Patterns of Culture: Slow, Fast & Spiky". He talks about nostalgia for a bygone broadcast era of limited channels that had defined a culture characterised by a broad spectrum of the niche and the marginal and a tightly defined mainstream.

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Sponsored Stories Highlight Media Overlap

Earlier this week Facebook announced its intentions to capture attention where it naturally lives--in the stream (or in the case of Facebook, your wall). The move signals what is likely going to become a standard for businesses hoping to become more visible and relevant to their audiences, it blurs three types of media (paid, earned, and social).

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How Do You Get a Billion Hits on YouTube?

My story this week in FORBES:

http://blogs.forbes.com/marketshare/2010/11/19/how-you-get-a-billion-hit...

When was the last time you had a hit on YouTube? You are the CMO and you have the opportunity to generate big viewership numbers on YouTube at a time when paid media budgets are being slashed.

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Earned Media Planning

Guest Post by: Matthew Rogers

In 2009 the smart guys at Nokia started to think about categorising and planning media according to how it was evolving. The “earned media” category  was a nice way to summarise all activities related to social networks and social media.

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Interactions, Engagement & Ecosystems

A "media" model composed of paid, owned and earned efforts is nothing new—however it’s useful to think about this landscape in tandem with the different ways we interact and engage which are enabled through technology. There are essentially three forms of digital engagement which can often overlap (engagement in a single initiative can include all three types) but each form can tend to dominate the experience. It’s important to remember that the type of engagement is contextual to what a participant wants to accomplish.

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Thoughts On Paid + Earned 'Media'

by: David Armano

I'm not one of those people that believes the world is being totally upside down with how we get the word out about our products and services, but I do believe there needs to some acknowledgment of several models that need to work together (and right now I am only focusing on digital—that's big enough). So I'm in the process of sketching out a very high level model of 2 approaches which in my opinion will need to work in tandem in the not so distant future. The paid and earned models.

 

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Paid vs Earned Media - on Internet Is Fair Fight

by: Lynette Webb

This paraphrased quote comes from a March Ad Age article and is attributed to Matt Freeman, head of Tribal DDB. It isn’t a new point to make but I liked the simplicity of explaining it this way.
adage.com/abstract.php?article_id=125741

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