Earned, owned and paid for
May 24, 2012 Leave a comment
The Think Tank PR team has been discussing ‘Earned’, ‘Owned’ and ‘Paid for’ media. This came about as we saw a quote in PR Week from Freud Communications’ chairman, Matthew Freud, saying that: “The basic model for media and marketing is broken”.
While media fragmentation has long been talked about we thought it was interesting that it is the interactive marketing space which is helping use define new universes.
Although full definitions may vary, the basic premise is that ‘Owned’ media is the channel you control such as your website, or partially-owned, your company Facebook page or Twitter account.
‘Earned’ media covers press coverage, however the term has evolved to cover the word-of-mouth that is being created through social media channels.
‘Paid for’ media does what is says on the tin, and covers advertising in its many formats online and in print, and extends into paid search for example.
Categorising your media in this way helps to identify the roles they can play in delivering your communications; understanding their benefits and challenges can be a critical next step, and of course that they work best working together.
But of course the real test is what you say, not just how you are delivering your message, and increasingly how you are then listening, engaging and responding is key in this new ‘networked’ age.
Written Word Speaks Volumes for the Brand
October 28, 2011 Leave a comment
New research suggests that ’likes’ and clicking links online are not enough to ensure long-term sales. Brands need to get people typing comments and more involved with content if they are to turn them into actual customers.The consumers who most actively use branded social media content are the ones most likely to maintain a relationship with those brands in future, claims new research for Marketing Week.
Seventy-eight per cent of people visiting and interacting with a brand’s Facebook page are likely to continue the relationship by visiting its website or considering it for purchase. Just thirty-four per cent of the people who say they are unlikely to interact with a brand’s social media presence on Facebook are likely to do the same.With the role of social media under question, Starcom MediaVest Group’s strategic development director Jim Kite explains: “The deeper the interaction with social media, the greater the likelihood of moving the consumer from enquiry to brand preference.”
The research draws on a study using a representative sample of 6,000 regular Facebook, YouTube and Twitter users in June. They were asked to spend several minutes interacting with content on brands’ Facebook and YouTube pages in product categories where they had already registered an interest. Respondents were asked to participate in activities requiring a range of involvement, from watching videos, posting comments, playing games and following brands on Twitter or tweeting about them.
The study claims that it is not just being aware of brands on social media platforms that leads people to continue that relationship or buy goods. It is the level of interaction or “doing something” with branded content that has a bearing.
To read the full article visit Marketing Week.
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Filed under Design Tagged with comments, consumers, facebook, interaction, Marketing Week, social media, Twitter, YouTube