Storytelling Platforms - Paid; Owned & Earned Media


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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

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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!
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