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Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World

Год выпуска: 2012
Автор: Nick Burcher

Synopses & Reviews

Publisher Comments

The complexity of media is one of the major problems facing advertising and marketing professionals today. The proliferation of media channels and the unpredictable ways in which consumers jump from TV to Facebook, to text messages to Google, to Foursquare to iPods make itdifficult for brands to decide how best to reach their customers.

Social media can be split into three primary categories:

- "Paid," for example, display ads and affiliate marketing

- "Owned," for example, company run websites or blogs

- "Earned," which would include all types of word-of-mouth marketing

Paid, Owned, Earned defines the constituents of each area of media and shows how they are linked. It proposes a blueprint for how to think and navigate across this space using a framework of key elements such as communities and content, social media optimization, seeding and viral distribution, broadcasting and measurement.


"Opening with the premise that brands can maximize their marketing impact by strategically combining original content with content generated by others, Burcher widens his lens to examine how communication has changed with the introduction of new media and higher speeds of dissemination and what this means for marketers. Burcher breaks media into three categories: 'paid placements that promote content,' owned media ('any asset owned by the brand,' whether it be a website or a Coca-Cola vending machine), and earned media ('brand-related consumer actions and conversations'). Using a litany of examples in both the business-to-business and business-to-consumer spaces, Burcher (Head of Social Media and Digital Innovation at ZenithOptimedia) illustrates how trends like Zynga's Farmville and Nintendo's Wii Fit promotion gained ground through a combination of careful planning and, of course, luck. Interweaving technical tips for social media and search engine optimization, in addition to sociological insights into crowdsourcing and the pros and cons of user-generated content, Burcher's study of the marketing and branding zeitgeist is informative, comprehensive, and nuanced. Readers hoping for the magic bullet for achieving viral dissemination of their content won't find it here, but those interested in learning more about how to better engage an audience are sure to pick up applicable insights, regardless of their industry. (Apr.)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.


Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, part of the world's largest media services group, Publicis Groupe.He has worked across the whole spectrum of "Paid, Owned, Earned" (including social media forfive years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presence.

"A timely, practical, and informative source, this is highly recommended to readers in online marketing as well as business students." --Library Journal, Lucy Heckman, St. Johns University

"[H]elps consumers and advertisers understand and manage the phenomena of the social media revolution. ...Participants in the never-ending connection who read and respond will be in a position to maximize their return, reaping success and remuneration in the global, interconnected marketplace of ideas, goods, and actions." --Pamela Harris Kaiser, ForeWord Reviews

"[T]hose interested in learning more about how to better engage an audience are sure to pick up applicable insights, regardless of their industry." --Publishers Weekly

"If you've ever wanted to know what works in today's media world, why it works and how to execute it, pick up this book. If you're a seasoned online marketing expert, some of Burcher's tips will be familiar, but the theoretical background and insights he provides will still make the book worth reading. ...Burcher gives readers the tools they need in order to design their marketing system for success." --Business Pundit

"[I]nvaluable for marketers bent on successfully navigating the digital age. Teeming with examples, the book boils down a complex world bursting with media options in very understandable and relevant language. ...This is an exceptionally informative, relevant, and readable book. Summing Up: Highly recommended. All readers, especially practitioners, academics, researchers, and undergraduate and graduate students." -- CHOICE, N. A. Govoni, Babson College

"I highly recommend the compelling and refreshing book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World by Nick Burcher, to anyone seeking a fundamental approach to examining the overall media landscape as an integrated whole....the author provides evidence that at the core, the system is linked through the basic paid, owned, and earned model." --Wayne Hurlbert, Blog Business World

"Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style." --John Taylor, Chairman, ZenithOptimedia Worldwide

"Paid, Owned, Earned should be required reading for anyone who works in media and marketing. This isn't just the future but the present. If you're not sure why your career hasn't taken off or why your products aren't selling it may be because you don't understand the concepts so thoughtfully articulated in this book." --Shiv Singh, Global Head of Digital, PepsiCo Beverages and author of Social Media Marketing for Dummies

"Paid, Owned, Earned is essential to understanding the new marketing landscape.In this book Nick Burcher not only explains how everything from search to social to TV is inter-connected, but tells you how to succeed. Ignore this book at your peril!" --Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly and co-author of Search Engine Marketing, Inc

"In a fragmented media landscape that is in constant change it is difficult for advertisers to get an understanding of the underlining dynamic and constantly changing concepts. Nick clearly understands both the theory and the practical implications and this book will help advertisers to enter the stage better dressed and more qualified." --Rene Rechtman, Head of AOL EMEA / CEO goviral

"Paid, owned, earned is the most misunderstood phenomenon of the social media revolution. This book is the first grown-up work that seeks to understand and explain the connection between the different elements without a biased view from one side of the triangle." --Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer

"[A] fine survey that will appeal to any business holding for marketing and advertising professionals, and offers a framework that reveals marketing opportunities inherent in socially connected media. College-level marketing and business holdings will find this a winner!" --Midwest Book Review

"Explores the socially connected media landscape and examines the challenges that it poses for today's marketing and advertising professionals." --Journal of Economic Literature


The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of "paid," "owned" and "earned" media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimization, seeding and viral distribution, broadcast mass media, social performance media and measurement.


Advertising and marketing professionals, marketing directors, brand managers, advertising and media agency planning staff, mid- to senior-level planning staff, academia and students

About the Author


About this book


'Hi, my name is Karen'

Going viral

unKaren and the spirit of HC Andersen

Denmark's a liberal country, but they're not crazy

You can't put it back in

'My name is Ditte'

The paid, owned, earned jigsaw

1. How the world of paid, owned, earned works Defining the elements

The Shannon-Weaver model of communication and paid media - the traditional model of advertising

Always-on owned media - changing the way that the message is received

The changing nature of consumers - consumers as senders, consumers as producers - and redrawing the Shannon-Weaver model

Explaining how paid, owned and earned link together

Key points

2. Listening

Soft and yielding like a Nerf ball - an introduction to listening to your customers

Improving product and customer satisfaction through listening

Using data from Google and Facebook for actionable insight

Using listening tools

Different tools, different capabilities, different costs

Dealing with spam, sarcasm and slang

The problems with allocating language and location

How Cadbury used listening to bring back a classic chocolate bar

Using listening data to power an owned media space and drive advocacy

Using listening in crisis management

Key points

3. Content hubs and communities

Building an owned media content hub

Marketing to communities

Building bespoke, brand-specific communities

The importance of brand profiles and content hubs

The mechanics of the social graph

Configuring and managing Facebook pages

Using a content calendar to plan and manage updates

Mapping hubs and content connections

Key points

4. Content

TV advertisements as branded content

Weaving brands into the narrative rather than the advertisement break

Developing content - collaborating with the new producers

Developing content to match search behaviour

Developing content in line with trends

Developing content: harnessing the people's network

User-generated content competitions: the trade-off between earned media and control

Just make great stuff!

Key points

5. Optimization

Discovery strategy and the principles of search engine optimization (SEO)

The rules of social media optimization (SMO)

Maximize visibility by making sharing easy

Conversion optimization and the approach of 'test and learn'

How content travels through subscription mechanisms and RSS

How social networks refer traffic and boost audience

Integrating Facebook to sites and content via Facebook Connect

Using personalization to boost sharing

The expanded range of Facebook social plug-ins

Real-world 'Like'

Key points

6. Seeding and viral distribution

The 'man in the pub' and the two-step theory of receiving

Diffusion and the role of influentials in helping things to spread

Dreams can come true - the traditional diffusion process

Identifying and reaching out to influencers

The paradox of choice and the changing role of the 'man in the pub'

Flow of influence versus flow of information

How people are connected in a networked world and what it means for the spread of content

The rich get richer: the influence of critical mass

The role of mass media in earned media spread

Planning for earned media amplification

Using the lots-of-fires approach to drive critical mass

Performance distribution - new paid media solutions to drive critical mass

The benefits of using paid to drive earned

Key points

7. Broadcast

TV versus AV: the medium is the message - different advertisements for different platforms

Broadcast paid media as a content gateway

TV driving always-on social hubs

How simultaneous channel viewing is creating an amplified present

TV driving conversation on Twitter

Twitter conversation driving TV viewing

Reappraising traditional TV planning - how Yeo Valley harnessed the amplified present

Crowdsourcing the creative to build pre-launch buzz

Key points

8. Performance

Gorillas going unnoticed - the importance of relevance

How Google advertising taps the feedback loop to reward relevance

The different motivations behind why people search

Using paid search for branding and creativity

Using cookies and data to enhance the effectiveness of online display campaigns

Using cookie data to re-target potential leads

Using 'network neighbours' to expand targeting pools

Facebook advertisements

Facebook paid media targeting options

Executing paid advertisements on Facebook

Data protection and privacy

Key points

9. Responding

How responding in a socially connected world can drive advocacy and business results

'Engaging the enemy' - creating policies and structures in order to respond effectively

How a proactive approach to responding can change customer perceptions

Using Facebook for real-time customer service - SAS and Heathrow

Using responding to drive earned media coverage

Responding as part of a branded content strategy

Key points

10. Measurement

Calculating the value of marketing

Setting objectives and goals

The need for multi-channel metrics

The problem with just measuring the last click

Measuring owned and earned media

Establishing the value of a fan

Expressions not impressions

Business outcomes, not virality measures - Hero revisited

Bringing it all together

Key points



Table of Contents

-Helps marketing and advertising professionals understand the new socially connected media landscape and enables them to select the right new media marketing options for individual campaigns

-Very topical subject in the marketing, advertising and media industries

-Offers practical advice on how to plan, implement and measure across the spectrum of "Paid Owned and Earned"

-Includes compelling case studies and evidence from countries such as the US, the UK, Denmark, Australia, China, India, Germany, Brazil and Israel

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