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The lines between them are blurred
Conversation now continues across all
Earned media is increasing in importance
Increased mobile usage is accelerating earned media growth
Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link
The lines between them are blurred
Conversation now continues across all
Earned media is increasing in importance
Increased mobile usage is accelerating earned media growth
Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link
OWNEDMEDIA
Agile engagement takes advantage of convergence happening across paid, earned and owned media
EARNEDMEDIA
PAIDMEDIA
SOCIAL + MOBILESOCIAL + MOBILE
A brand pays to place ad or content in a
channel
A brand pays to place ad or content in a
channel
Publicity gained when an
influencer promotes a brand
Publicity gained when an
influencer promotes a brand
A brand owns
a channel
A brand owns
a channel
• Advertising• Events• Direct Marketing
• Advertising• Events• Direct Marketing
• Press pickup• Blog mention • Social sharing• Word of mouth
• Press pickup• Blog mention • Social sharing• Word of mouth
• Company blogs• Company website• Company social accounts
• Company blogs• Company website• Company social accounts
Support paid media campaigns with high-quality content
• Paid media (ads/events/marketing)– Spark conversation
– Short-term impact
• Adding high-quality content – Drive the conversation forward
with shareable content and social campaigns (i.e. behind the scenes clips, how-to’s, infographics)
– Support the spark of paid media to gain more earned media
PAIDMEDIA
OWNEDMEDIAExpand owned media to sustain
buzz around brand
• Create Web infrastructure of outposts and communities to house high-quality content– Support paid campaigns to
amplify brand voice– More brand-voiced Web real
estate to help overshadow conflicting messages
– Become go-to resources for media & consumers
– Increase social interaction and crowd-sourcing
BRANDWEBSITE
BRAND FACEBOOK
PAGE
BRANDTWITTERACCOUNT
BRAND BLOG
BRANDMICROSITES
HOSTEDCOMMUNITIES
BRAND YOUTUBECHANNEL
EARNEDMEDIA
Distribute content to increase earned media
• Identify and target brand influencers– Journalists, bloggers, social
• Disseminate to outposts/communities
• Cover all media channels – print, online, social, broadcast
• Multimedia formats – text, photos, audio/video– More views
– More social interaction
ONLINEMENTIONS
ONLINEMENTIONS
LISTEN, ANALYZE, STRATEGIZE
Monitor what’s being said about your brand and industry and identify influencers key to these conversationsMonitor what’s being said about your brand and industry and identify influencers key to these conversations
CREATE, CURATE, CUSTOMIZE Build an infrastructure of content engagement platforms
• Combination of owned, partially-owned and third-party sites
MOBILEMOBILE
PAID MEDIAPAID MEDIA
EARNED MEDIA
EARNED MEDIA
Content Influence Spectrum THIRD-PARTY THIRD-PARTY BRAND BRAND
PARTIALLY-OWNED
COMMUNITY
PARTIALLY-OWNED
COMMUNITY
BRANDWEBSITE
3RD-PARTY
SITE
3RD-PARTY
SITE
3RD-PARTY
SITE
3RD-PARTY
SITE
3RD-PARTY
SITE
3RD-PARTY
SITE
3RD-PARTY
SITE
3RD-PARTY
SITE3RD-
PARTYSITE
3RD-PARTY
SITE
3RD-PARTY
SITE3RD-
PARTYSITE
3RD-PARTY
SITE
OWNEDWEB
OUTPOST
OWNEDWEB
OUTPOST
OWNEDWEB
OUTPOST
OWNEDWEB
OUTPOSTOWNED
WEBOUTPOST
Create high-quality content
• Content created by you/your agencies to support paid media campaigns and amplify brand voice
• Use a variety of content formats including multimedia elements (images, video, etc) to increase visibility and social interaction
CREATE, CURATE, CUSTOMIZE
LISTSLISTSARTICLESARTICLESNEWSNEWS
STUDIESSTUDIESVIDEOSVIDEOSPHOTOSPHOTOS
TARGET
Engage with journalists, bloggers and other influencers who cover topics relevant to your brandEngage with journalists, bloggers and other influencers who cover topics relevant to your brand
journalists bloggerssocial media influencers
SEARCHSEARCH
SOCIAL MEDIASOCIAL MEDIA
BLOGGERSBLOGGERS
MOBILEMOBILE
NEWSROOMS & JOURNALISTS
NEWSROOMS & JOURNALISTS
VIDEOSHARING
VIDEOSHARING
ONLINE NEWS SITES
ONLINE NEWS SITES
BROADCASTBROADCAST
PHOTOARCHIVESPHOTOARCHIVES
DISTRIBUTE
CONTENTDISTRIBUTION
CONTENTDISTRIBUTION
Distribute a stream of your content to all channels
MEASURE
Identify new influencers
Measure results to improve content & expand reach
Monitor earned media pickup
Listen to social media feedback
Analyze effectiveness of channels & formats
For more information, read our free white paper:“Earned Media Evolved.”
For more information, read our free white paper:“Earned Media Evolved.”