Paid Owned Earned Model v1.2
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Paid Owned Earned Model v1.2

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Paid Owned Earned media planning model

Paid Owned Earned media planning model

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Paid Owned Earned Model v1.2 Presentation Transcript

  • 1. Paid, Owned, Network, Borrowed and Earned Media Model
    Steve Sponder: @stevesponder - Lawton Communications Group - Version 1.2 - 03/08/11
    Paid Media
    • Direct cost
    • 2. Partial ‘editorial’ control
    • 3. No ownership
    Paid for media spaces; TV ads, radio ads, press ads, outdoor, sponsorship, social ads, banner ads, paid search, paid lists
    Borrowed Media
    • No direct cost
    • 4. Partial ‘editorial’ control
    • 5. No ownership
    Media spaces you ‘borrow’; social outpost (e.g. Facebook & Twitter) and public spaces (e.g. guerrilla tactics & location based PR stunts)
    Beyond 1st Generation Exposure
    Earned
    Media
    Earned
    Media
    1st Generation
    Exposure
    Paid
    Media
    Borrowed
    Media
    Owned Media
    • No direct cost
    • 6. Full ‘editorial’ control
    • 7. Full ownership
    Your media spaces; Website, blog, Email, Catalog, Packaging, Company owned retail stores and vehicles.
    Network Media
    • No direct cost
    • 8. No ‘editorial’ control
    • 9. No ownership
    Your network’s media spaces; media relations, blogger relations, community relations
    Beyond 1st Generation Exposure
    Content
    Beyond 1st Generation Exposure
    1st Generation
    Exposure
    1st Generation
    Exposure
    Network
    Media
    Owned
    Media
    Earned Media Aka WOM, buzz, viral effect
    While the other media spaces generate opportunities for 1st generation exposure, earned media generates 2nd, 3rd, 4th etc generation exposure.
    People using their own media spaces; sharing, tweets, likes, comments, check-ins, reviews, bookmarking and conversation
    Content
    To successfully move out from 1st generation exposure into the earned media space, content needs to provide one or more types of value.
    5 Value Types; Entertainment, Utility, Information, Monetary & Emotive - http://bit.ly/6T14cl
    1st Generation
    Exposure
    Earned
    Media
    Earned
    Media
    Beyond 1st Generation Exposure
    Creative Commons: Attribution-Non-commercial-No Derivative Works 2.0 UK: England & Wales License