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Storytelling platforms are those platforms which are used by companies to promote their products. These platforms also help companies in maintaining long-term relationship with existing customers. These platforms are Paid, Owned and Earned Media
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Storytellingplatforms
April 8, 2023
EarnedMedia
Paid Media
OwnedMedia
Platforms
Paid Media
You pay to leverage a channel
Advertising in any medium, e.g. print, broadcast or digital
Paid search Sponsorships
Example
Shift from a foundation to a catalyst that feeds owned and can stimulate earned media
Role
On demand Immediacy Scale Control of
message
Benefits
Clutter Declining
response rates
Poor credibility
Challenges
Source: blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Examples
Owned Media
You own and control the channel
Company websites
Mobile Apps Blogs Corporate
brochures Twitter
account Facebook
page YouTube
Example
Build a long-term relationship with existing and potential customers, and earned media
Role
Control Cost
efficiency Delivers
brand promise
Benefits
Company communication not trusted
Takes time to scale
No guarantees
Challenges
Source: blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Examples
Earned Media
You reach out and interact through third-party channels
PR in traditional media outlets
Twitter account
Facebook page
YouTube channel
Flickr account WOM, Buzz
or ‘Viral’
Example
Two-way information flow between company, customers and between various media types. Talk, listen and respond – earned media is often the result of well-executed and well coordinated owned and paid media
Role
Most credible Increasingly
key role in sales
Transparent and lives on
Cost efficiency
Versatility Organization
al learnings Humanizes
organization
Benefits
Little or no control
Can be negative
Takes time to scale
Can be hard to measure
Challenges
Source: blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Examples
Control & Reach
Source: conversations.marketing-partners.com/2011/01/paid-owned-and-earned-media-channels-are-you-in-the-right-place/
Myths
Myth #1: All you need is owned media.
Myth #2: Paid media is more expensive than any other kind of media.
Source: smallbiztrends.com/2013/08/what-is-owned-earned-paid-media.html
EarnedMedia
Convergence
Paid Media
OwnedMedia
ConvergedMedia
Source: www.web-strategist.com/blog/category/converged-media/
Paid Media
EarnedMedia
OwnedMedia
Provid
es platf
orm
Drives
volume t
o brand
Provides platform
Informs innovation, creative
Instructs where to amplify
Drives volume
Surround sound effect
Source: www.web-strategist.com/blog/category/converged-media/
Disadvantages Fragmented messaging, inconsistent branding
Redundant efforts, no communication collaboration
Departments competing for budget
Low customer engagement/advocacy
Source: www.web-strategist.com/blog/category/converged-media/
QuizWhich media type are Facebook and Twitter?
Answer: All three!
Paid Media Sponsored ads, promoted tweets
Owned Media Branded Facebook or Twitter page
Earned Media Fan/user-generated content posted related to brand May be on brand’s page or elsewhere
Source: www.web-strategist.com/blog/category/converged-media/
FacebookOwned Media
Paid Media
Earned Media
TwitterOwned Media
Earned Media
Paid Media
All three elements, owned, earned and paid are important to a marketing strategy.
Key Takeaways
Paid media is a great way to promote content in order to generate more earned media and can also be used to drive traffic directly to your owned media properties.
Owned media is an extension of your brand and create additional avenues for people to interact with your brand.
Earned media is the vehicle that drives traffic, engagement and sentiment around a brand.
Questions?
Thank You!
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