The lines between them are blurred

Conversation now continues across all

Earned media is increasing in importance

Increased mobile usage is accelerating earned media growth

Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link

The lines between them are blurred

Conversation now continues across all

Earned media is increasing in importance

Increased mobile usage is accelerating earned media growth

Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link

OWNEDMEDIA

Agile engagement takes advantage of convergence happening across paid, earned and owned media

EARNEDMEDIA

PAIDMEDIA

SOCIAL + MOBILESOCIAL + MOBILE

A brand pays to place ad or content in a

channel

A brand pays to place ad or content in a

channel

Publicity gained when an

influencer promotes a brand

Publicity gained when an

influencer promotes a brand

A brand owns

a channel

A brand owns

a channel

• Advertising• Events• Direct Marketing

• Advertising• Events• Direct Marketing

• Press pickup• Blog mention • Social sharing• Word of mouth

• Press pickup• Blog mention • Social sharing• Word of mouth

• Company blogs• Company website• Company social accounts

• Company blogs• Company website• Company social accounts

Support paid media campaigns with high-quality content

• Paid media (ads/events/marketing)– Spark conversation

– Short-term impact

• Adding high-quality content – Drive the conversation forward

with shareable content and social campaigns (i.e. behind the scenes clips, how-to’s, infographics)

– Support the spark of paid media to gain more earned media

PAIDMEDIA

OWNEDMEDIAExpand owned media to sustain

buzz around brand

• Create Web infrastructure of outposts and communities to house high-quality content– Support paid campaigns to

amplify brand voice– More brand-voiced Web real

estate to help overshadow conflicting messages

– Become go-to resources for media & consumers

– Increase social interaction and crowd-sourcing

BRANDWEBSITE

BRAND FACEBOOK

PAGE

BRANDTWITTERACCOUNT

BRAND BLOG

BRANDMICROSITES

HOSTEDCOMMUNITIES

BRAND YOUTUBECHANNEL

EARNEDMEDIA

Distribute content to increase earned media

• Identify and target brand influencers– Journalists, bloggers, social

• Disseminate to outposts/communities

• Cover all media channels – print, online, social, broadcast

• Multimedia formats – text, photos, audio/video– More views

– More social interaction

ONLINEMENTIONS

ONLINEMENTIONS

LISTEN, ANALYZE, STRATEGIZE

Monitor what’s being said about your brand and industry and identify influencers key to these conversationsMonitor what’s being said about your brand and industry and identify influencers key to these conversations

CREATE, CURATE, CUSTOMIZE Build an infrastructure of content engagement platforms

• Combination of owned, partially-owned and third-party sites

MOBILEMOBILE

PAID MEDIAPAID MEDIA

EARNED MEDIA

EARNED MEDIA

Content Influence Spectrum THIRD-PARTY THIRD-PARTY BRAND BRAND

PARTIALLY-OWNED

COMMUNITY

PARTIALLY-OWNED

COMMUNITY

BRANDWEBSITE

3RD-PARTY

SITE

3RD-PARTY

SITE

3RD-PARTY

SITE

3RD-PARTY

SITE

3RD-PARTY

SITE

3RD-PARTY

SITE

3RD-PARTY

SITE

3RD-PARTY

SITE3RD-

PARTYSITE

3RD-PARTY

SITE

3RD-PARTY

SITE3RD-

PARTYSITE

3RD-PARTY

SITE

OWNEDWEB

OUTPOST

OWNEDWEB

OUTPOST

OWNEDWEB

OUTPOST

OWNEDWEB

OUTPOSTOWNED

WEBOUTPOST

Create high-quality content

• Content created by you/your agencies to support paid media campaigns and amplify brand voice

• Use a variety of content formats including multimedia elements (images, video, etc) to increase visibility and social interaction

CREATE, CURATE, CUSTOMIZE

LISTSLISTSARTICLESARTICLESNEWSNEWS

STUDIESSTUDIESVIDEOSVIDEOSPHOTOSPHOTOS

TARGET

Engage with journalists, bloggers and other influencers who cover topics relevant to your brandEngage with journalists, bloggers and other influencers who cover topics relevant to your brand

journalists bloggerssocial media influencers

SEARCHSEARCH

SOCIAL MEDIASOCIAL MEDIA

BLOGGERSBLOGGERS

MOBILEMOBILE

NEWSROOMS & JOURNALISTS

NEWSROOMS & JOURNALISTS

VIDEOSHARING

VIDEOSHARING

ONLINE NEWS SITES

ONLINE NEWS SITES

BROADCASTBROADCAST

PHOTOARCHIVESPHOTOARCHIVES

DISTRIBUTE

CONTENTDISTRIBUTION

CONTENTDISTRIBUTION

Distribute a stream of your content to all channels

MEASURE

Identify new influencers

Measure results to improve content & expand reach

Monitor earned media pickup

Listen to social media feedback

Analyze effectiveness of channels & formats

For more information, read our free white paper:“Earned Media Evolved.”

For more information, read our free white paper:“Earned Media Evolved.”