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

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 ...

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

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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.

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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

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Product Details

  • ISBN-13: 9780749465629
  • Publisher: Kogan Page, Ltd
  • Publication date: 3/3/2012
  • Pages: 296
  • Sales rank: 1,399,292
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.70 (d)

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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Table of Contents


Foreword
About this book

Introduction
'Hi, my name is Karen'
Going viral unKaren and the spirit of HC Andersen
Denmark's a liberal country, but they're not crazy…
You can't put it back in…
'My name is Ditte'
The paid, owned, earned jigsaw

1. How the world of paid, owned, earned works Defining the elements
The Shannon-Weaver model of communication and paid media - the traditional model of advertising
Always-on owned media - changing the way that the message is received
The changing nature of consumers - consumers as senders, consumers as producers - and redrawing the Shannon-Weaver model
Explaining how paid, owned and earned link together
Key points

2. Listening
Soft and yielding like a Nerf ball - an introduction to listening to your customers
Improving product and customer satisfaction through listening
Using data from Google and Facebook for actionable insight
Using listening tools
Different tools, different capabilities, different costs
Dealing with spam, sarcasm and slang
The problems with allocating language and location
How Cadbury used listening to bring back a classic chocolate bar
Using listening data to power an owned media space and drive advocacy
Using listening in crisis management
Key points

3. Content hubs and communities
Building an owned media content hub
Marketing to communities
Building bespoke, brand-specific communities
The importance of brand profiles and content hubs
The mechanics of the social graph
Configuring and managing Facebook pages
Using a content calendar to plan and manage updates
Mapping hubs and content connections
Key points

4. Content
TV advertisements as branded content
Weaving brands into the narrative rather than the advertisement break
Developing content - collaborating with the new producers
Developing content to match search behaviour
Developing content in line with trends
Developing content: harnessing the people's network
User-generated content competitions: the trade-off between earned media and control
Just make great stuff!
Key points

5. Optimization
Discovery strategy and the principles of search engine optimization (SEO)
The rules of social media optimization (SMO)
Maximize visibility by making sharing easy
Conversion optimization and the approach of 'test and learn'
How content travels through subscription mechanisms and RSS
How social networks refer traffic and boost audience
Integrating Facebook to sites and content via Facebook Connect
Using personalization to boost sharing
The expanded range of Facebook social plug-ins
Real-world 'Like'
Key points

6. Seeding and viral distribution
The 'man in the pub' and the two-step theory of receiving
Diffusion and the role of influentials in helping things to spread
Dreams can come true - the traditional diffusion process
Identifying and reaching out to influencers
The paradox of choice and the changing role of the 'man in the pub'
Flow of influence versus flow of information
How people are connected in a networked world and what it means for the spread of content
The rich get richer: the influence of critical mass
The role of mass media in earned media spread
Planning for earned media amplification
Using the lots-of-fires approach to drive critical mass
Performance distribution - new paid media solutions to drive critical mass
The benefits of using paid to drive earned
Key points

7. Broadcast
TV versus AV: the medium is the message - different advertisements for different platforms
Broadcast paid media as a content gateway
TV driving always-on social hubs
How simultaneous channel viewing is creating an amplified present
TV driving conversation on Twitter
Twitter conversation driving TV viewing
Reappraising traditional TV planning - how Yeo Valley harnessed the amplified present
Crowdsourcing the creative to build pre-launch buzz
Key points

8. Performance
Gorillas going unnoticed - the importance of relevance
How Google advertising taps the feedback loop to reward relevance
The different motivations behind why people search
Using paid search for branding and creativity
Using cookies and data to enhance the effectiveness of online display campaigns
Using cookie data to re-target potential leads
Using 'network neighbours' to expand targeting pools
Facebook advertisements
Facebook paid media targeting options
Executing paid advertisements on Facebook
Data protection and privacy
Key points

9. Responding
How responding in a socially connected world can drive advocacy and business results
'Engaging the enemy' - creating policies and structures in order to respond effectively
How a proactive approach to responding can change customer perceptions
Using Facebook for real-time customer service - SAS and Heathrow
Using responding to drive earned media coverage
Responding as part of a branded content strategy
Key points

10. Measurement
Calculating the value of marketing
Setting objectives and goals
The need for multi-channel metrics
The problem with just measuring the last click
Measuring owned and earned media
Establishing the value of a fan
Expressions not impressions
Business outcomes, not virality measures - Hero revisited
Bringing it all together
Key points

Conclusion
Notes

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