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Paid Owned Earned Model v1.2
 

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 Paid Owned Earned Model v1.2 Presentation Transcript

    • Paid, Owned, Network, Borrowed and Earned Media Model
      Steve Sponder: @stevesponder - Lawton Communications Group - Version 1.2 - 03/08/11
      Paid Media
      • Direct cost
      • Partial ‘editorial’ control
      • 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
      • Partial ‘editorial’ control
      • 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
      • Full ‘editorial’ control
      • Full ownership
      Your media spaces; Website, blog, Email, Catalog, Packaging, Company owned retail stores and vehicles.
      Network Media
      • No direct cost
      • No ‘editorial’ control
      • 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