Paid vs. Earned vs. Owned model integrated by social media
This article by Mashable explains how social media is blurring the lines between paid, earned, and owned media. The above graphic shows that social media is an integral part in creating a conversation that across these three platforms. Essentially, brands need to integrate all three platforms to be effective, and social media is how they can do it.
Viral Videos as a Brand Experience
This recent blog post via Televisual focuses on how brands touch consumers through viral videos and how well-made videos can contribute to the “owned media turning into earned media” movement.
According to the author Adam Norris, VP, head of moving image, at Jack Morton, “Brands must realize that, in order to capture hearts and minds and inspire a passionate following, virals must have great creative at their heart.”
Owned media: more important than social media.
We talk so much about social media these days. We should be talking about owned media instead!
I can hear the yawns… maybe you think owned media means corporate stuff.
But in the age of Old Spice guy and Twelpforce, owned media is an experience the brand creates that people want to share — whether that’s something amazing on YouTube or great customer service.
Owned media is what earns all that social media — and, crucially, makes paid media work harder.
Do you agree that owned media trumps social? Check out our latest white paper (and let me know what you think).
When a brand creates its own media properties that consumers use over and over again, such as a popular video on YouTube or a popular digital platform like Nike+, this is “owned” media. When consumers share these media properties with each other-as when one person passes along a viral link to another, or blogs or tweets about a brand, or “likes” a brand on Facebook-this is “earned” media….
The investment model for owned and earned media is the inverse of mass media. It requires a more substantial investment in producing innovative content and ideas, and a much smaller (or nonexistent) investment in paid media to create the initial awareness. But the real point is that the entire investment pie is substantially smaller than the mass media paradigm described above.
”Love this definition of owned media and earned media (as distinct from paid media). My only quibble, it’s 99% focused on the digital space. Owned media also = a brand’s people, their in-store experience, proprietary events they create for their brand or their fans.
Source: Bob Greenberg and Barry Wacksman, writing in Brandweek
