FILM240: Flipbook Submission. How to use different types of media to your advantage.

1. MAKING CENTS OF MEDIA
- HOW TO USE DIFFERENT TYPES OF MEDIA TO YOUR ADVANTAGE -
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2. What types of media exist?
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PAID OWNEDEARNED

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is the advertisement earned from word of mouth and acts as
free publicity for the product. [1]
This includes things like retweets,
YouTube comments, social shares
and blog posts.
Earned Media :

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3 I’s Of Successful Earned Media:
1.) Influencers: communicate with industry leaders who
influence your target demographic to help promote your product
naturally.[3] Key individuals like Youtubers with specific followings or
athletes with loyal fans are great examples of influencers who can
sincerely promote your product to the correct audience.

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display your content at live events and
connect in person to translate your
brand effectively. [2]

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create a community around your product and
positively engage with your fans. [2]
Twitter Tip:
“Use TweetDeck to constantly monitor tweets that
include your brand name and a link... [and use it
communicate with your community]” [3]

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How did Kraft Earn Earned Media?
In 2011, Kraft created an innovative way to reach all the different
demographics of the brand by posting tweets written directly by
their audience live on TV. This lead to digital conversation
keeping the brand relevant.[4] With this and other bold social
media marketing strategies, throughout 2011 Kraft saw sales of
the classic ‘mac and cheese’ increase 8%. [5]

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This includes things
like print & TV
advertisements as well
as promoted tweets
and Facebook posts.
any type of advertising that is purchased in an effort to bring
the viewing audience’s attention to the brand. [6]

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3 G’s Of Successful Paid Media:
1.) Graphics: incorporating visual components to any
advertisement is critical in grabbing the audience’s attention. [7]

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incorporate a call-to-action, let your audience know what
your product can do for them when they get involved. [7]

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advertisements need to be clean and crisp to impress the
technological savvy generation and stand out in the sea of
online ads. [7]

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How did Old Spice get Paid with Paid Media?
Old Spice turned paid media into earned media in July 2010
with an intensive campaign which centered around a
captivating viral commercial.[8] The video received over
105 million views on Old Spice’s sponsored Youtube channel,
and increased their Twitter followers by 2700%. [9] Old Spice
body wash sales were up 57% after the first commercial. [10]

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is any type of advertising or media that is under
a companies’ direct control. [11]
This includes company run websites,
newsletters, channels, and blogs.

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3 C’s Of Successful Owned Media:
1.) Content: perform research on your audience and
tailor your content accordingly. Engaging and relevant content
will lead to more successful marketing campaigns [12].

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create a community of customers that not only you interact with
but they interact among themselves. This could be
through things like discussion forums or in person gatherings.
[12]

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put your services into context for the user, offers like loyalty
programs turn the one-way interaction of an advertisement into
a connected experience. [12]

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“The greater the number of shares, the greater the
effectiveness of the ad.”
–Kuno Creative [13]

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How did Red Bull Own Owned Media?
Red Bull converted all of its owned
advertising into a media house that
produces Red Bull brand TV stations,
magazines (The Red Bulletin), films and
holds events. [14]
Both the drink sales and other
monetized branded media content
generate revenue for the company. [15]

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The most successful advertising strategies are
ones that seamlessly incorporate all three
aspects of media to create a cohesive brand
campaign.

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“Advertising isn’t going to go away, but smart
companies are (investing) across owned, paid,
and earned media. Brands really are media
companies. And content is our product.” [15]
- Rebecca Lieb, VP of Content Marketing for Teradata Applications

21. Works Cited• [1] Bennett, S. (2014). Paid, Owned, and Earned Media? What's the Difference?. Social Times. Retrieved from http://www.adweek.com/socialtimes/paid-owned-
earned-media-meaning/502565
• [2] Kolb, B. (2016). Add Earned Media to Your Content Marketing Strategy. Content Marketing Institute. Retrieved 15 October 2016, from
http://contentmarketinginstitute.com/2016/05/earned-media-strategies/
• [3] Carter, B. (2013). 5 Tips on Taking Charge of Your Earned Media. Outbrain. Retrieved 15 October 2016, from http://www.outbrain.com/blog/earned-media-
strategy
• [4] Honigman, B. (2011). TWITTER How Twitter As Earned Media Affects Paid Media. Social Times. Retrieved from http://www.adweek.com/socialtimes/twitter-
earned-media/453339
• [5] Ted Mininni, K. (2016). Kraft Uses Its Noodle to Unify Its Mac & Cheese Products. MarketingProfs. Retrieved 16 October 2016, from
http://www.marketingprofs.com/opinions/2011/23227/kraft-uses-its-noodle-to-unify-its-mac-cheese-products
• [6] Kelley, L. & Jugenheimer, D. (2004). Advertising media planning (pp. 10). Armonk, N.Y.: M.E. Sharpe.
• [7] Start a Profitable Paid Social Marketing with these Top 6 Tips. (2014). Digital Marketing Philippines. Retrieved 15 October 2016, from
http://digitalmarketingphilippines.com/start-a-profitable-paid-social-marketing-with-these-top-6-tips/
• [8] Matrix, S. (2016). Advertising Strategies. Lecture, Kingston, Ontario.
• [9] P&G,. (2010). The “Smell Like a Man, Man” Campaign (p. 2). P&G Old Spice.
• [10] Rappaport, S. (2011). Listen first!. Hoboken, N.J.: John Wiley & Sons.
• [11]Burcher, N. (2012). Paid, Owned, Earned: Maximising Marketing Returns in a Socially Connected World (pp. 223-224). Kogan Page.
• [12] Bonchek, M. (2014). Making Sense of Owned Media. Harvard Business Review. Retrieved from https://hbr.org/2014/10/making-sense-of-owned-media
• [13] Kuno Creative. (2016). 6 Tips For Making Your Paid Media More Effective. Kunocreative.com. Retrieved 15 October 2016, from
http://www.kunocreative.com/blog/paid-media-more-effective
• [14] Baetzgen, A. & Tropp, J. (2013). Studies in Media and Communication (pp. 1). Redfame Publishing Inc.
• [15] Benkoil, D. (2015). The New Red Bulls: Why Every Big Brand Is Launching a Media Company. Contently. Retrieved 17 October 2016, from
https://contently.com/strategist/2015/06/22/the-new-red-bulls-why-every-big-brand-is-launching-a-media-company/
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