Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Paid Owned Earned Model v1.2

4,659 views

Published on

Paid Owned Earned media planning model

Published in: Business, News & Politics
  • Be the first to comment

Paid Owned Earned Model v1.2

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

×