![Paid Owned Earned - the book [sample editorial] by Nick Burcher](https://static.fdocuments.us/doc/165x107/54bd31714a795915388b45a1/paid-owned-earned-the-book-sample-editorial-by-nick-burcher.jpg)
Paid Owned Earned - the book [sample editorial] by Nick Burcher
Developing a Social Content Strategy: Finding the right mix of paid, owned and earned Media
63
Developing a Social Content Strategy Finding the right mix of earned, owned and paid media Amy Mengel readMedia PRSA CHE Senior Summit April 27, 2012
-
Upload
merit-pages -
Category
Business
-
view
3.124 -
download
0
description
Amy Mengel's presentation from the 2012 PRSA Counselors to Higher Education Senior Summit defines different types of content types: paid media, owned media, and earned media, offers examples of each from across higher education institutions, and discusses a framework for integrating the three types of media in to a strategic communications approach.
Transcript of Developing a Social Content Strategy: Finding the right mix of paid, owned and earned Media
Developing a Social Content StrategyFinding the right mix of earned, owned and paid media
Amy MengelreadMedia
PRSA CHE Senior SummitApril 27, 2012
Welcome, SlideShare viewers!
Thanks for your interest in this presentation. I prefer the “less is more” approach with slides when I present, so many of these slides are simply a photo or a screenshot.
Please refer to slide notes/transcript at the bottom of your browser for the speaker notes so that the presentation makes more sense.
Contact me with questions or comments! --Amy
About Me
Head of Marketing & Research at readMediaAdvise clients on best practices in communications, social mediaBackground in corporate communications
readmedia.com/LeadershipLessons
Paid Owned Earned
Paid Owned Earned
EarnedPaid Owned
Paid Media
• Paying to place your messaging/content in front of an audience that someone else has assembled
Paid
Paid Media: Benefits
• Control of message• Control of reach• Flexibility: audience targeting• Auditable• Fast/Immediate
Paid
Paid Media: Challenges
• Cost• Low influence/trust• Low conversion• Short-term
Paid
Paid Media: SearchPaid
Paid Media: SearchPaid
Paid Media: FacebookPaid
Paid Media: FacebookPaid
Paid Media: FacebookPaid
Paid Media: FacebookPaid
Paid Media OnlinePaid
Paid Media: Consider
• Budget• Messaging / Relevance• Targeting / Segmentation• Then what? Where are you driving your
audience to from your paid media?
Paid
Owned Media
• Owned media is content that you create, on channels that you control (or mostly control)
• “Brand Journalism”
Owned
Owned Media: Benefits
• Control• Longevity• Community-building• True voice• Less interruptive• Expandable across the web• SEO
Owned
Owned Media: Drawbacks
• Effort to sustain• Resource intensive• No built-in audience• Measuring success is difficult• Not fully trusted by audiences• Shared platforms: lack of control
Owned
Owned Media: Driving SEO
• 60% of searchers never move past the first page of search results
• 42% of searchers click on the first organic link that’s returned
• 77% choose organic over paid search results
Owned
Owned Media: Driving SEOOwned
Owned Media: Driving SEOOwned
Owned Media: MicrositesOwned
Owned Media: NewsOwned
Owned Media: BlogsOwned
Owned Media: FacebookOwned
Owned Media: Facebook
• Only 16% of fans of your page see your content in their newsfeed
• Among millennials, 70% rarely or never visit Facebook fan pages
• 65% of Facebook users are fans of 5 brand pages or less
Owned
Owned Media: Where Else?Owned
Owned Media: Consider
• What are your stories?• What resources can you commit to tell them?• Where and how should you tell them?• What’s your brand’s voice, values?• How will this drive earned media?
Owned
Earned Media
• Earned media is the promulgation of your brand by unpaid, external third parties
Earned
Earned Media: Benefits
• Free• Authentic• Most trusted, credible• Can drive audiences to your owned media
Earned
Earned Media: Drawbacks
• Lack of message control• Can be negative• Harder to audit, measure• No “on-demand”
Earned
Earned Media: National PREarned
Earned Media: National PR
“In 1946, 53% of articles mentioning a research university were about that university – its programs or
activities. Today, just 15% of articles mentioning a university are about that university: the remaining 85% simply cite high-stature faculty for soundbite
commentary on current events.”Leetaru, Kalev & Magelli, Paul. (September 2010).
The Soundbite University: 60 Years of University News Coverage.
Earned
Earned Media: National PREarned
?
Earned Media: Long TailEarned
Earned Media: Social NetworksEarned
Earned Media: Facebook ShinesEarned
Earned Media: Advocates Come Alive
Earned
Earned Media: Setting the Stage for Conversation
“The people talking about your products and services are never compensated by an agency or network—however they
can be set into action by triggers you've put in place.
This could mean establishing a relationship, sharing news, seeding content, talking to, and in general interacting with the people who actually care about your product or even
better the topics associated around them.”
David Armano, Edelman
Earned
Earned Media: Encouraging Social Discussion
Earned
Earned Media: Facilitating Online Endorsements
Earned
Earned Media: Consider
• What triggers can you create to incite sharing?• What owned content are you driving to?• How can you make sure that social word-of-
mouth includes your brand messaging?• How can you leverage more than just national
media to get people talking about you?
Earned
EarnedPaid Owned
Earned
Paid
Owned
Control
Reac
h
Source: Forrester Research
Paid OwnedEarned
“Every marketer, of course, has the option of praying or waiting for lightning to strike. But only by sending off a
piece of attractive owned media can advertisers set off a predictable round of conversation and pass-along that has the potential to spread brand stories and messages almost endlessly through the ranks of their audience.”
– Kirk Cheyfitz, Story Worldwide
“No matter what the short-term goal of any advertising effort (product introductions, trials and test drives, store visits, etc.), the long-term goal is always the same: to drive media spending sharply
downward by recruiting fans and advocates who will spread a brand's messages for free, forever.”
– Kirk Cheyfitz, Story Worldwide
Vanderbilt: MyHealthChat
Vanderbilt: MyHealthChat
Vanderbilt: MyHealthChat
Vanderbilt: MyHealthChat
Vanderbilt: MyHealthChat
Vanderbilt: MyHealthChat
Resources & Links
• http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
• http://darmano.typepad.com/logic_emotion/2009/02/thoughts-on-bought-earned.html• http
://conversations.marketing-partners.com/2011/01/paid-owned-and-earned-media-channels-are-you-in-the-right-place/
• http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html• http
://huguesrey.wordpress.com/2011/07/26/defining-paid-earned-and-owned-media-picure-de-rappel/
• http://adage.com/article/digitalnext/marketing-mashup-paid-owned-earned-media/229204/• http://www.ichass.illinois.edu/SoundbiteUniversity/report.html• https://www.facebook.com/business/fmc/guides/reach• http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-frien
ds-and-virtual-strangers-the-most/
• http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/• http://kdpaine.blogs.com/themeasurementstandard/2012/03/4-infographics-millennials-vs-o
rganizations-on-facebook.html
• http://blog.lab42.com/wp-content/uploads/2011/11/infographic-follow-brands-large.png• http://link.highedweb.org/2012/03/unlock-snhu-edu-with-the-konami-code/
Questions?
Amy Mengel518-429-2780@amymengel
www.readMedia.comwww.readabout.me
