Brand & Content Curation
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Brand & Content Curation
Exploring news, trends and insight in brand and content curation. Also follow at http://twitter.com/#!/myrstad.
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How Social Media Is Changing Paid, Earned & Owned Media - Laure Drell

How Social Media Is Changing Paid, Earned & Owned Media - Laure Drell | Brand & Content Curation | Scoop.it
Social media has blurred the lines between the media silos, forcing agencies to rethink their structure and the approach to media planning.

With social media, marketing has become more of a pull medium than a push — the audience is active and engaged, transforming marketing into a two-way street. It’s been a curveball for the industry, and agencies have had to restructure and rethink their approach to media to account for the impact of social media.

The goal of the modern agency is to connect the dots and integrate all media for maximum results. Of the three buckets, the holy grail is earned media. Earned media can be most easily described as the result of paid and media.

The important thing to remember is that social media is not a vertical, like advertising or PR — “It’s a horizontal layer that wants to touch every part of your business, from customer service to customer acquisition to customer retention,
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Paid, Owned, Earned - and Curated Media - Visuals from Roland C. Müller

Paid, Owned, Earned - and Curated Media - Visuals from Roland C. Müller | Brand & Content Curation | Scoop.it
via connectedmarketing.de
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Rediscovered: Earned Media May Be Efficient, but It's Far From Free - Pete Blackshaw

Rediscovered: Earned Media May Be Efficient, but It's Far From Free - Pete Blackshaw | Brand & Content Curation | Scoop.it
Maximizing earned media requires a much more fundamental shift than just "embracing social media." Setting up shop on Facebook is the easy part. Developing the brand business processes that increase odds of advocacy or favorable earned media is quite a different thing, but it's essential.
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Rediscovered: Thoughts On Paid + Earned "Media" - David Armano

Rediscovered: Thoughts On Paid + Earned "Media" - David Armano | Brand & Content Curation | Scoop.it
Earning digital media doesn't mean it's free. It's not. It's just that instead of paying directly for a placement or making arrangements with a partner—you are paying for the time and resources of people who will investigate what's being said about your brand and engage on your behalf.
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Brands Want to Own Their Media, but Find It's Harder Than It Looks | Content Evolving

Brands Want to Own Their Media, but Find It's Harder Than It Looks | Content Evolving | Brand & Content Curation | Scoop.it
Brand and PR managers along with the agencies they retain to help "tell their story" have little idea how to create editorial content in a social media culture that craves 24-7 information instead of the occasional disruption of an advertising or PR campaign.
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Rediscovered: Defining Earned, Owned And Paid Media - Sean Corcoran, Forrester Blogs

Rediscovered: Defining Earned, Owned And Paid Media - Sean Corcoran, Forrester Blogs | Brand & Content Curation | Scoop.it
Here are some high level takeaways: Create a solar system of owned media. Recognize that earned media is a result of brand behavior. Your paid media is not dead, but it is evolving into a catalyst.
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Rediscovered: Earned media has been around forever. But it has now gotten a lot easier. - Fred Wilson

Rediscovered: Earned media has been around forever. But it has now gotten a lot easier. - Fred Wilson | Brand & Content Curation | Scoop.it
Earned media is media you don't buy but earn the hard way. PR is an example of earned media. Word of mouth is another. Earned media has been around forever. But it has now gotten a lot easier, thanks to the Internet and social media, to earn media for your brand, product, or self.
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Rediscovered: Owned, Bought and Earned Media « ALL THAT IS GOOD - Daniel Goodall

Rediscovered: Owned, Bought and Earned Media « ALL THAT IS GOOD - Daniel Goodall | Brand & Content Curation | Scoop.it
Obviously one of the things available to you is your own web site. Bought media clearly has a role, although often it is overemphasized by agencies who make money out of percentages of media spend. Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding.
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