1 / 14

Owned, earned, and paid media Building a typology of s ocial media

Owned, earned, and paid media Building a typology of s ocial media. MARK 490 Week 1. Topics for today’s class. The role of owned, earned, and paid media in marketing campaigns using social networks Building a typology of social media Where does social media “fit” in the marketing toolbox?.

mervin
Download Presentation

Owned, earned, and paid media Building a typology of s ocial media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Owned, earned, and paid mediaBuilding a typology of social media MARK 490 Week 1

  2. Topics for today’s class • The role of owned, earned, and paid media in marketing campaigns using social networks • Building a typology of social media • Where does social media “fit” in the marketing toolbox?

  3. Social networks: Owned, earned, and paid media

  4. The importance of distinguishing between owned, earned, and paid media • When analyzing the use of social media in marketing, we have to look for three distinct aspects or tactics • Different return on investment for each

  5. “Owned” media • Owned media: “media owned by the brand. Online this includes a company’s own websites, blogs, mobile apps or their social presence on Facebook, LinkedIn or Twitter [etc]” Dave Chaffey One of Dell’s twitter accounts Starbucks on Pintrest

  6. Liking, sharing, and commenting on a Starbucks’ Facebook post “Earned” media • Earned media: “Earned media also includes word-of-mouth that can be stimulated through viral and social media marketing and includes conversations in social networks, blogs and other communities.” Dave Chaffey Comments posted to the SkyrimReddit pages (not owned by Bethesda)

  7. “Paid” media Instagram sponsored post • Paid media: “media where there is investment to pay for visitors, reach or conversions”Dave Chaffey Twitter promoted account Advertising on Reddit

  8. Owned, earned and paid media: role, benefits & challenges http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

  9. Owned, earned & paid media – the overlaps http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

  10. Building a typology of social media

  11. Types of social networks • General social networks • Business / professional networking • Blogs and microblogs • Social Q & A • Social marketplaces • News sharing & publishing • Social curation / bookmarking • Video / live-streaming publishing & sharing • Photo / image publishing & sharing • Music communities • Virtual worlds / social gaming communities • Subject specialist / niche communities • Document creation / sharing • Product / service / brand communities • Geo-location services • Quantified self • Enterprise social media • Reviews and ratings services • Messaging

  12. Your task is to find as many examples as you can for each category • Work in small groups • Brainstorm, research • Add to this Google Docs spreadsheet (social content creation in action…) • Some services may appear in more than one category (that’s ok…)

  13. Where does social media fit in the online marketing toolbox?

  14. Change in purpose of web media publishing? • Big effect on web-based media? • Primary purpose used to be traffic to a web page – achieved via SEO • Linkbait tactics with deceptive headlines • Now primary purpose of sites like Buzzfeed is to get people to share • Listicles • Cat videos

More Related