Professional Documents
Culture Documents
ISBN: 978-0-7494-6562-9 E-book ISBN: 978-0-7494-6563-6 RRP: 19.99 Publication date: March 2012 Paperback, 296pp, 234 x 156mm
www.koganpage.com
The above (and more) are all answered through the various stories and case studies from across the world with updates and supplementary information posted regularly on the various Paid Owned Earned social spaces that have been created in support of the main text. Welcome to Paid Owned Earned! Nick Burcher
Paid, Owned, Earned 1
In early posts on the subject of paid, owned, earned, Daniel Goodall, a marketing planner at Nokia, detailed the Nokia approach in a couple of blog posts on his All That Is Good blog, explaining that Nokia have been using a media trinity of bought (paid), owned and earned and that all Nokia digital activity is attributed accordingly.23 An important element of his thinking aimed to explain the benefits of each of the three, and he mapped them on to an axis showing control and reach.24 Owned has the most control but smallest reach, followed by paid, and then earned, which has the least control but the highest potential reach. This is one of the trade-offs in paid, owned, earned thinking; benefiting from the amplification potential of earned media is invariably the result of giving up elements of control. The greater the control of the message, the lower the risk, but the less potential there is for spread. Less control equals more potential for earned media amplification, but more potential for trouble too. (There are no easy answers here, but it is worth thinking about this at the beginning of the process!)
Paid media drives traffic to the owned media destination, the classic go here now advertising, but paid media can now drive owned media engagement and create earned conversation. Speaking at the Cannes Festival in 2011, Jeffrey Graham from Initiative told delegates that getting the correct mix of paid, owned and earned could transform a low involvement brand into a high one.25 An interesting owned space or piece of owned content can drive earned conversation, which in turn can drive more traffic to the owned destination, which in turn can drive further conversation and so on. (As we will see at different points in this book, effective owned media content can also help paid media advertisements to work harder.)
Earned media conversations can highlight owned media spaces and turn them into vibrant communities. Conversations and sharing can also aid the effectiveness of paid messages (for example, the TV advertisement that gets shared on YouTube or the earned media conversations that produce natural search results, which help paid search to work harder and so on) and, as noted earlier, the earned media conversation also provides a feedback loop from which insight can be harvested to inform paid (and owned) strategy. An intriguing aspect is that some of the newer platforms are seen in all three areas. Doing something on Facebook can sit anywhere within paid, owned or earned, as, like other social networks, Facebook offers a range of different routes for brand involvement. Depending on what it is, Facebook activity is able to deliver against a range of different objectives (from awareness to relationship building and advocacy). A Facebook strategy can therefore take many forms. Paid advertising on Facebook can work as it does elsewhere on the net (driving off-site to an advertiser destination), but can also be used to promote brand activity inside Facebook. Owned media can be a Facebook brand page or profile, a customized tab on the Facebook page, a Facebook place or Facebook deal, an application that sits inside Facebook, a Facebook event or even Facebook functionality integrated into a brands main website. Earned media can be Facebook users talking about a brand between themselves, setting up their own group or page about the brand, liking an advertisement or brand page, leaving comments on a brands page, agreeing to attend an event or inviting friends to participate in a competition or promotion. All of these elements are trackable and provide data and feedback on user actions, allowing campaign elements to be optimized accordingly. The Facebook landscape is therefore complex, with paid, owned and earned initiatives all possible, and interlinking, on the same platform and sometimes even coexisting in the same advertisement unit! For
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example, Sponsored Stories are paid placements that can be used to showcase user interactions on the site and on 4 May 2011 Volkswagen ran a paid media Facebook advertisement, with the placement containing an owned media video and earned media (Like button) functionality paid, owned, earned all working together.26 This clearly gets more complicated once other media channels are factored in and everything starts to feed everything else. Indeed, at Cannes Graham stressed that there was a need to create a virtuous cycle of involvement, with research showing that the relationship between paid, earned and owned is not linear. The three types work together in a dynamic way and are most powerful when the consumer is truly involved, driving the relationship.27 So we start to see that everything is linked and nothing exists in isolation any more, especially on social platforms. Rather than replacing the pre-existing media channels, earned media is booming alongside them, backing up G Franzs idea that the proliferation of new media adds complexity to the media landscape, since these new media channels rarely replace old media. Rather they tend to complement.28
On the other hand, campaign-based activity will tend to harness elements from across the paid, owned, earned trinity and is used to deliver specific messages against specific objectives, normally across a limited time period. Furthermore, whether by design or default, this sort of activity will also have a knock-on effect for always-on spaces, driving traffic, fan numbers and engagement levels (an effect that can be amplified if the activity is effectively optimized). The variety of executional options now available can therefore be allocated against paid, owned, earned and split out between alwayson and campaign (with always-on tending to be a longer-term commitment that crosses multiple departments, whereas campaigns will tend to be more specific and time sensitive). (See Table 1.1.) The following chapters will cover the above and will group them into nine general areas, with a chapter dedicated to each. These roughly fall in line with the chronological process for managing campaigns across paid, owned and earned:
Chapter 2 listening (mining the feedback loop for insight and determining objectives and strategy); Chapter 3 creation and management of social content hubs (creating always-on hubs and starting to participate in conversation); Chapter 4 creation of (campaign) content; Chapter 5 social media optimization (optimizing content hubs and content campaigns to enhance visibility and potential for sharing); Chapter 6 seeding and distribution (for driving advocacy and generating content spread); Chapter 7 broadcast (using mass-media advertising to generate owned and earned media traction); Chapter 8 performance advertisements (using performance oriented paid media advertising to drive fan bases and attention for initiatives); Chapter 9 responding (conversation strategy and customer service); Chapter 10 measurement (across paid, owned and earned). Different strategic objectives require different solutions, and it is rare for all the areas above to be used in the same campaign (though listening and measurement should be used in some form on every campaign and every piece of activity, regardless of the channel or product).
The equations represent the idea that earned media investment coupled with additional commitments to content can lead to greater returns when combined with traditional paid media. It may then be possible to realize these greater returns on a reduced marketing budget overall. If all three areas are measured side by side, it is possible to build up learnings over time, and these benchmarks can then make it easier to start to form (and solve) the equations that model different scenarios around paid, owned, earned. There is no magic, one-size-fits-all formula, though. The scale of the conversation will vary by brand, by product and by content and will be affected by everything else that is going on in the world. (Share of conversation is harder to model than share of market!) The other thing that should not be forgotten or overlooked is that in the traditional equation the output is guaranteed, as paid media delivers guaranteed impressions. With the new equations the output can be more variable the upside can be significantly higher, but there is a potential downside too. What if the equation ends up looking like this? Complete new equation (scenario 2): Paid 75 + owned 15 + earned 5 = 75 impressions + 0 conversations = 75 Or worse: Complete new equation (scenario 3): Paid 75 + owned 15 + earned 5 = 75 impressions + 25 conversations = 50
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In these equations the activity results in under-delivery, as the public were not interested in talking about or sharing the content or, in the worst-case scenario, consumers were moved to talk negatively about the advertiser. (Its not just about volume of buzz; its about volume of positive sentiment it is unlikely that an increase in conversation will be celebrated if it is all critical!) When things go wrong the fault is most likely to lie with the insight and idea conception rather than the delivery. Real-time listening can help to amend or refocus campaigns that arent working as planned, but those who argue that, in time, earned media can completely replace paid media ignore the fact that production lines dont stop and businesses cannot afford to be left with excesses of stock if a campaign doesnt deliver. Advertising and marketing are invariably used as a stimulant for sales, and the predictability inherent in paid media plans aids business forecasting. Paid media offers guaranteed delivery of impressions (and sales), whereas even with the best owned and earned media planning and execution there is luck involved in instigating cascades, viral effects and sharing. Invigorating earned media is a great way of delivering additional value, but the results can never be guaranteed, and advertisers need to be wary of putting all their eggs in the earned basket. Ideally, the three areas need to work side by side, but apportioning budget between paid, owned and earned is difficult. The key to getting things right (or as right as possible) is therefore undertaking rigorous research and discovery in the planning stage, setting concrete objectives, clearly defining ownership and roles, being adaptable as initiatives progress, and then measuring and learning over time. In a world where no one knows the (full) answers, a culture of testing and learning will help to build up the knowledge base that will help predict, drive and refine efforts across paid, owned and earned. The equations above get easier to write and answer against this sort of backdrop!
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may be a long-term consideration for many organizations, but those that have been able to adapt have been seeing positive results well look at social media governance and training in Chapter 9. Most of all, though, working across paid, owned, earned is about consistency and commitment. Campaigns that look to harness paid, owned and earned cannot be done piecemeal or half-heartedly. The most successful activity has been built around strong, unifying ideas that can work across all channels. Owned media promoted with paid media provides an essential base, and earned media (hopefully) delivers additional, bonus attention.
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music being used. Before viewers could even ask themselves what the track was, @AmazonMP3 had tweeted the details of the song and given their followers the opportunity to make an instinctive purchase.31 Amazon were therefore using Twitter to provide a service, but also to drive sales. Tom Cunniff wrote: This may be the most spectacularly productive use of social media I have ever seen. Commercial break after commercial break, Amazon successfully converted a dozen or so $3million dollar TV buys for other brands into an engine for Amazon ecommerce.32 Robin Sloan on the Twitter Media blog suggested that this sort of live tweeting turns classic web search on its head by pre-emptively answering viewers questions, and further stated: I think songs in Super Bowl commercials are just the start, this is a technique that can be bent towards plenty of other purposes. Instead of pursuing equally flighted bursts of frequency of three activity, paid media spend can now polarize around broadcast content where the enjoyment comes from participating and watching it live or in real time. These are the programmes to target if we want to stimulate simultaneous social actions and generate conversations, the peoples network amplifying our message and delivering additional impacts accordingly. Impactful mass media is still the fastest way of creating attention or conversation around our messages, and prominent paid media positioning can therefore give a significant boost to earned media. This may just be the echo of the paid media, rather than lasting advocacy, but its free coverage that can drive action (which may then have deeper effects over the long term).
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Additional Resources
In the past this book would simply have been words on paper, but this text exists as an e-book and a book in traditional format. Furthermore, whilst this book functions as a stand-alone text, each chapter can be read in isolation, and there is a list of key points at the end of each one. Finally, this book also acts as a starting point for further exploration, a gateway to a range of supplementary content that has been created online to support the words you are about to read: www.paidownedearned.com expands on some of the themes within the book and also contains up-to-date thinking and further content that didnt fit in; www.delicious.com/paidownedearned contains all the links referenced through the book, with everything tagged by category and chapter number; www.facebook.com/paidownedearned a centre for links, new content and related discussion please join me! www.youtube.com/paidownedearned features an aggregation of all the videos referred to in the coming pages; www.slideshare.net/paidownedearned holds a slideshow overview of the following pages and also hosts other related presentations; www.twitter.com/paidownedearned will syndicate and aggregate relevant links and will also aim to expand on the themes that follow.
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Consumers c an now crea te, consume an d converse a nd the complexity o f media that now sees multiple cha nnels acces sed through mult iple devices has created majo r challenges for todays mark eting and ad vertising professiona ls.
is publishing March 2012 wo rldwide ISBN: 978-0-7494-6562-9 E-book ISBN: 978-0-7494-6563 -6 Price: 19.99 296 pages Pa perback www.koganpage.com