Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Storytelling Platforms - Paid; Owned & Earned Media


Published on

Storytelling platforms are those platforms which are used by companies to promote their products. These platforms also help companies in maintaining long-term relationship with existing customers. These platforms are Paid, Owned and Earned Media

Published in: Business
  • Have u ever tried external professional writing services like ⇒ ⇐ ? I did and I am more than satisfied.
    Are you sure you want to  Yes  No
    Your message goes here
  • Would you like to earn extra cash =>>
    Are you sure you want to  Yes  No
    Your message goes here
  • Best survey site online! $1,500 a month thanks to you guys! Without a doubt the best paid surveys site online!I have made money from other survey sites but made double or triple with for the same time and effort. The variety and number of daily paid surveys I get from them is unmatched. A must for anyone looking for extra cash or a full time income. ♥♥♥
    Are you sure you want to  Yes  No
    Your message goes here

Storytelling Platforms - Paid; Owned & Earned Media

  1. 1. Storytelling platforms February 28, 2014
  2. 2. Platforms Owned Media Paid Media Earned Media
  3. 3. Paid Media Example You pay to leverage a channel    Advertising in any medium, e.g. print, broadc ast or digital Paid search Sponsorships Role Shift from a foundation to a catalyst that feeds owned and can stimulate earned media Source: Benefits     On demand Immediacy Scale Control of message Challenges    Clutter Declining response rates Poor credibility
  4. 4. Examples
  5. 5. Owned Media Example You own and control the channel        Company websites Mobile Apps Blogs Corporate brochures Twitter account Facebook page YouTube Role Build a long-term relationship with existing and potential customers, and earned media Source: Benefits    Control Cost efficiency Delivers brand promise Challenges    Company communicati on not trusted Takes time to scale No guarantees
  6. 6. Examples
  7. 7. Earned Media Example You reach out and interact through third-party channels       PR in traditional media outlets Twitter account Facebook page YouTube channel Flickr account WOM, Buzz or ‘Viral’ Role Two-way information flow between company, custom ers and between various media types. Talk, listen and respond – earned media is often the result of well-executed and well coordinated owned and paid media Source: Benefits        Most credible Increasingly key role in sales Transparent and lives on Cost efficiency Versatility Organization al learnings Humanizes organization Challenges     Little or no control Can be negative Takes time to scale Can be hard to measure
  8. 8. Examples
  9. 9. Control & Reach Source:
  10. 10. Myths Myth #1: All you need is owned media. Myth #2: Paid media is more expensive than any other kind of media. Source:
  11. 11. Convergence Paid Media Owned Media Converged Media Earned Media Source:
  12. 12. Surround sound effect Owned Media Paid Media Source: Earned Media
  13. 13. Disadvantages  Fragmented messaging, inconsistent branding  Redundant efforts, no communication collaboration  Departments competing for budget  Low customer engagement/advocacy Source:
  14. 14. Quiz Which media type are Facebook and Twitter? Answer: All three! Paid Media  Sponsored ads, promoted tweets Owned Media  Branded Facebook or Twitter page Earned Media   Fan/user-generated content posted related to brand May be on brand’s page or elsewhere Source:
  15. 15. Facebook Owned Media Earned Media Paid Media
  16. 16. Twitter Owned Media Paid Media Earned Media
  17. 17. Key Takeaways  All three elements, owned, earned and paid are important to a marketing strategy.  Paid media is a great way to promote content in order to generate more earned media and can also be used to drive traffic directly to your owned media properties.  Owned media is an extension of your brand and create additional avenues for people to interact with your brand.  Earned media is the vehicle that drives traffic, engagement and sentiment around a brand.
  18. 18. Questions?
  19. 19. Thank You!