(Download this) Paid vs Earned Media: 2 Different Approaches to Customer Experience (GrahamDBrown)

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Paid vs Earned Media: Different Approaches to Creating Customer Experience

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  • 1. grahamdbrown.com http://www.grahamdbrown.com/paid-vs-earned-media-different-approaches-to-creating-customer-experience/ gbrown Paid vs Earned Media: Different Approaches to Creating Customer Experience Paid vs Earned Media: Dif f erent Approaches to Creating Customer Experience PAID vs EARNED MEDIA APPROACH TO CUSTOMER EXPERIENCE Paid Media Earned Media Model Top-Down Model, One-to-One or One-to-Many Bottom-Up Model, Many-to-Many Strategy Above the line, Below the line, buy media space, celebrity endorsement, brand ambassadors, create ‘buzz’ Help Fans tell their story, word of mouth Tactics Campaigns, Big Ideas Grass roots movements, Co-creation with Fans Role of the Brand Hero/star of the brand narrative. Brand uses resources to buy media space, promote the narrative Customer is hero/star of the narrative. Brand uses resources to create tools and platf orms f or the customer to share this narrative. Measurement Awareness, brand equity, share of mind, top of mind, ‘buzz’, recall, impressions, eyeballs Recommendation, Earned Media Indexes, NPS How to Create Exceptional Customer Experience 3 Tips on How to Build a Customer Experience like Lego Delivering Customer Experience Excellence (Presentation) A Fantastic Customer Experience Doesn’t End With the Sale Paid vs Earned Media: Dif f erent Approaches to Creating Customer Experience 5 recommended Customer Experience presentations Premium CX Research How to create an amazing experience that drives sales and word of mouth The Apple Customer Experience: how can brands replicate it? Youth Buyology: why youth buy