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Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
Online Media Matrix
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Online Media Matrix

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Online Media - owned, earned, paid and shared.

Online Media - owned, earned, paid and shared.

Published in: Business, News & Politics
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  • Transcript

    • 1. ONLINE MEDIA MATRIX A Guide to Integration
    • 2. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, YouTube channel
    • 3. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, YouTube channel
    • 4. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
    • 5. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
    • 6. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored Paid Media take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
    • 7. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email SCALE partnerships, sponsored Paid Media take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
    • 8. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email SCALE partnerships, sponsored Paid Media take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel INFLUENCE
    • 9. Online Media Matrix Media Type Benefits Challenges Immediacy Clutter Paid Media Scale Response rates Control Low credibility Credible Lack of control: positive and negative Earned Media Transparent Hard to scale Longevity Hard to measure Control No guarantees Scale Owned Media Low credibility Longevity Paid drives audience Versatile Lack of control Existing audience Requires constant governance Retains value of paid support Shared Media Commitment to transparency Credible Versatile Hard to measure http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html 3 http://davefleet.com/2010/03/evolving-social-media-marketing-ecosystem/
    • 10. Online Media Matrix Paid Media Shared Media Owned Media Integrated [Online] Marketing Earned Media INTEGRATED ONLINE MARKETING = INFLUENCE + SCALE

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