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Paid Owned & Earned : The blurring boundaries

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Hayden Sutherland
Hayden Sutherland

The 3 classifications of media are changing

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Paid, Owned & Earned The blurring boundaries Hayden Sutherland Ideal Interface 30 March 2012
For the last few years.. • Paid, Owned & Earned has become a popular way to categorise the range of media available. • Often seen as an evolution of the channels – Owned • Controlled by a brand – Paid • Brand pays – Earned • Customers create & continue
Paid, Owned & Earned http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Each has its own media space Owned Paid Earned
With its own media Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook Page Sponsorship Social Engagement WOM Earned
But the lines are blurred ….
…. and may even not exist now Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM Earned
And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
And who manages them now? Marketing? Online Website Display Owned Twitter g Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement eCommerce? WOM PR & Social? Earned
Are paid, owned & earned becoming one? • Facebook ads are now integrating content from brand pages & your social graph • Adverting now includes real-time UGC • Twitter now has sponsored content • PR agencies are requesting budget from marketing spend • Social Engagement is now done via the corporate website • Search Engines now include “social signals” in rankings
Hayden Sutherland www.idealinterface.co.uk Copyright © 2012 Ideal Interface Ltd.

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Paid Owned & Earned : The blurring boundaries

  • 1. Paid, Owned & Earned The blurring boundaries Hayden Sutherland Ideal Interface 30 March 2012
  • 2. For the last few years.. • Paid, Owned & Earned has become a popular way to categorise the range of media available. • Often seen as an evolution of the channels – Owned • Controlled by a brand – Paid • Brand pays – Earned • Customers create & continue
  • 3. Paid, Owned & Earned http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
  • 4. Each has its own media space Owned Paid Earned
  • 5. With its own media Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook Page Sponsorship Social Engagement WOM Earned
  • 6. But the lines are blurred ….
  • 7. …. and may even not exist now Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM Earned
  • 8. And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
  • 9. And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
  • 10. And who manages them now? Marketing? Online Website Display Owned Twitter g Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement eCommerce? WOM PR & Social? Earned
  • 11. Are paid, owned & earned becoming one? • Facebook ads are now integrating content from brand pages & your social graph • Adverting now includes real-time UGC • Twitter now has sponsored content • PR agencies are requesting budget from marketing spend • Social Engagement is now done via the corporate website • Search Engines now include “social signals” in rankings
  • 12. Hayden Sutherland www.idealinterface.co.uk Copyright © 2012 Ideal Interface Ltd.