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Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World
     

Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World

by Nick Burcher
 

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The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult

Overview

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of "paid," "owned" and "earned" media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimization, seeding and viral distribution, broadcast mass media, social performance media and measurement.

Editorial Reviews

Publishers Weekly
Opening with the premise that brands can maximize their marketing impact by strategically combining original content with content generated by others, Burcher widens his lens to examine how communication has changed with the introduction of new media and higher speeds of dissemination—and what this means for marketers. Burcher breaks media into three categories: "paid placements that promote content," owned media ("any asset owned by the brand," whether it be a website or a Coca-Cola vending machine), and earned media ("brand-related consumer actions and conversations"). Using a litany of examples in both the business-to-business and business-to-consumer spaces, Burcher (Head of Social Media and Digital Innovation at ZenithOptimedia) illustrates how trends like Zynga's Farmville and Nintendo's Wii Fit promotion gained ground through a combination of careful planning and, of course, luck. Interweaving technical tips for social media and search engine optimization, in addition to sociological insights into crowdsourcing and the pros and cons of user-generated content, Burcher's study of the marketing and branding zeitgeist is informative, comprehensive, and nuanced. Readers hoping for the magic bullet for achieving viral dissemination of their content won't find it here, but those interested in learning more about how to better engage an audience are sure to pick up applicable insights, regardless of their industry. (Apr.)
From the Publisher

"A timely, practical, and informative source, this is highly recommended to readers in online marketing as well as business students." —Library Journal, Lucy Heckman, St. John’s University

"[H]elps consumers and advertisers understand and manage the phenomena of the social media revolution. ...Participants in the never-ending connection who read and respond will be in a position to maximize their return, reaping success and remuneration in the global, interconnected marketplace of ideas, goods, and actions." —Pamela Harris Kaiser, ForeWord Reviews

"[T]hose interested in learning more about how to better engage an audience are sure to pick up applicable insights, regardless of their industry." —Publishers Weekly  

"If you've ever wanted to know what works in today's media world, why it works and how to execute it, pick up this book. If you're a seasoned online marketing expert, some of Burcher's tips will be familiar, but the theoretical background and insights he provides will still make the book worth reading. ...Burcher gives readers the tools they need in order to design their marketing system for success." —Business Pundit

"[I]nvaluable for marketers bent on successfully navigating the digital age. Teeming with examples, the book boils down a complex world bursting with media options in very understandable and relevant language. ...This is an exceptionally informative, relevant, and readable book. Summing Up: Highly recommended. All readers, especially practitioners, academics, researchers, and undergraduate and graduate students." — CHOICE, N. A. Govoni, Babson College

"I highly recommend the compelling and refreshing book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World by Nick Burcher, to anyone seeking a fundamental approach to examining the overall media landscape as an integrated whole. ...the author provides evidence that at the core, the system is linked through the basic paid, owned, and earned model." —Wayne Hurlbert, Blog Business World

"Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style." —John Taylor, Chairman, ZenithOptimedia Worldwide

"Paid, Owned, Earned should be required reading for anyone who works in media and marketing. This isn't just the future but the present. If you're not sure why your career hasn't taken off or why your products aren't selling it may be because you don't understand the concepts so thoughtfully articulated in this book." —Shiv Singh, Global Head of Digital, PepsiCo Beverages and author of Social Media Marketing for Dummies

"Paid, Owned, Earned is essential to understanding the new marketing landscape.In this book Nick Burcher not only explains how everything from search to social to TV is inter-connected, but tells you how to succeed. Ignore this book at your peril!" —Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly and co-author of Search Engine Marketing, Inc

"In a fragmented media landscape that is in constant change it is difficult for advertisers to get an understanding of the underlining dynamic and constantly changing concepts. Nick clearly understands both the theory and the practical implications and this book will help advertisers to enter the stage better dressed and more qualified." —Rene Rechtman, Head of AOL EMEA / CEO goviral

"Paid, owned, earned is the most misunderstood phenomenon of the social media revolution. This book is the first grown-up work that seeks to understand and explain the connection between the different elements without a biased view from one side of the triangle." —Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer  

"[A] fine survey that will appeal to any business holding for marketing and advertising professionals, and offers a framework that reveals marketing opportunities inherent in socially connected media. …College-level marketing and business holdings will find this a winner!" —Midwest Book Review

"Explores the socially connected media landscape and examines the challenges that it poses for today's marketing and advertising professionals." —Journal of Economic Literature

Product Details

ISBN-13:
9780749465629
Publisher:
Kogan Page, Ltd
Publication date:
03/03/2012
Pages:
296
Product dimensions:
6.10(w) x 9.10(h) x 0.70(d)

What People are Saying About This

From the Publisher
"A timely, practical, and informative source, this is highly recommended to readers in online marketing as well as business students." —Library Journal, Lucy Heckman, St. John’s University

"...[H]elps consumers and advertisers understand and manage the phenomena of the social media revolution. ...Participants in the never-ending connection who read and respond will be in a position to maximize their return, reaping success and remuneration in the global, interconnected marketplace of ideas, goods, and actions." —Pamela Harris Kaiser, ForeWord Reviews

"...[T]hose interested in learning more about how to better engage an audience are sure to pick up applicable insights, regardless of their industry." —Publishers Weekly  

"If you've ever wanted to know what works in today's media world, why it works and how to execute it, pick up this book. If you're a seasoned online marketing expert, some of Burcher's tips will be familiar, but the theoretical background and insights he provides will still make the book worth reading. ...Burcher gives readers the tools they need in order to design their marketing system for success." —Business Pundit

"...[I]nvaluable for marketers bent on successfully navigating the digital age. Teeming with examples, the book boils down a complex world bursting with media options in very understandable and relevant language. ...This is an exceptionally informative, relevant, and readable book. Summing Up: Highly recommended. All readers, especially practitioners, academics, researchers, and undergraduate and graduate students." — CHOICE, N. A. Govoni, Babson College

"I highly recommend the compelling and refreshing book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World by Nick Burcher, to anyone seeking a fundamental approach to examining the overall media landscape as an integrated whole. ...the author provides evidence that at the core, the system is linked through the basic paid, owned, and earned model." —Wayne Hurlbert, Blog Business World

"Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style." —John Taylor, Chairman, ZenithOptimedia Worldwide

"Paid, Owned, Earned should be required reading for anyone who works in media and marketing. This isn't just the future but the present. If you're not sure why your career hasn't taken off or why your products aren't selling it may be because you don't understand the concepts so thoughtfully articulated in this book." —Shiv Singh, Global Head of Digital, PepsiCo Beverages and author of Social Media Marketing for Dummies

"Paid, Owned, Earned is essential to understanding the new marketing landscape.In this book Nick Burcher not only explains how everything from search to social to TV is inter-connected, but tells you how to succeed. Ignore this book at your peril!" —Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly and co-author of Search Engine Marketing, Inc

"In a fragmented media landscape that is in constant change it is difficult for advertisers to get an understanding of the underlining dynamic and constantly changing concepts. Nick clearly understands both the theory and the practical implications and this book will help advertisers to enter the stage better dressed and more qualified." —Rene Rechtman, Head of AOL EMEA / CEO goviral

"Paid, owned, earned is the most misunderstood phenomenon of the social media revolution. This book is the first grown-up work that seeks to understand and explain the connection between the different elements without a biased view from one side of the triangle." —Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer

Meet the Author


Nick Burcher
is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, part of the world's largest media services group, Publicis Groupe. He has worked across the whole spectrum of "Paid, Owned, Earned" (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presence.

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