a difference between paid media and earned media is that unlike paid media, earned media: This is a topic that many people are looking for. thetruthaboutdow.org is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, thetruthaboutdow.org would like to introduce to you Owned – Paid – Earned (OPE) Media . Following along are instructions in the video below:
“Devising new digital marketing strategy. It is vital to understand the different types of media. Media. That can be used to communicate with your target audience knowing the differences between type of media paid owned or earned and how to combine them is critical to the success of your strategy.
So in this video. We ll be discussing what those different types of media are while giving you some examples and as brito says your social media strategy should not only include one of those media. But all of them in order to be successful. So media online can be divided into three categories.
Paid. Media earned media and owned media let s talk first about the most obvious and easiest type of media that a company can create a news owned media. But what exactly is on media. Let s look at several examples owned media is any online property that you control and is unique to your brand.
One of the most common example of all media is a company s website. When you create your own media channel. You control the content on them you decide what type of text. Pictures and videos that you put on them all media is also free even if there is an investment in time and labor in creating something valuable.
A website is the most common type of owned media. But it could also be any other social media presence like your facebook page and your instagram account. You decide what pictures and videos you want to put on these channels. And you do not need to pay facebook or instagram.
When creating an account. This is completely free and any other social media. Account is also considered as own media. Here for example.
Pinterest or twitter. Accounts are the old media channels of the cassandra hotel. A company s linkedin..
Account is also a non media channel. And the more own media channels. You have the more chances you have to extend your brand presence in the digital sphere. And it can also be a channel on youtube for example.
I like this example for marriott hotels in india. Very much where three concierges met together and decided to film themselves explaining to the audience. All the places that someone can visit when visiting mumbai. They created the video and decided on the content and they applauded it for free on their youtube channel.
This is a great example of a hotel chain leveraging. An own media channel to explain to a potential visitor. Why the destination is a great place to visit and finally another possible owned media channel. That could be used by hotel to communicate to its target market is a blog.
The four seasons magazine is a great example of a known media. That is used not so much to sell the product. But rather to talk about useful information around luxury travel. This online magazine is very similar to a traditional travel magazine.
Like the conde nast traveler that offers travel inspiration to its reader. But the force in its magazine is free to read. And there is very little effort to sell anything but for that call to action button on the very top of the page. So creating a blog is free.
But the effort in creating the content is not the time and the labor investment is creating a blog slash magazine like that are worth noting now that we understand what all media is let s discuss what paid media is let s define it and show some examples paid media is often considered as traditional advertising. Where you need to pay for putting your poster on a billboard or pay a magazine to put your advert in it or a tv or on the radio. We know about advertising. Because it s everywhere companies are paying for putting their message in places.
Where customers consider the disadvantage with pay media is that it s often ignored by consumers because there are simply too many advertising messages everywhere when we are talking about online channels. Paid media can be found on banner ads like on this blog for example. The owners of the blog post get paid for having that space on their website..
Where companies can advertise for their product. And then if a visitor clicks on one of these banners. It will bring them to the company s website. Where they can purchase the product.
But advertising can also be found on search engines. Like google. When a customer is putting a search term. The first result tend to be paid results you can recognize that with the little ad sign next to the url companies are paying google to put the link to their website on top of the search engine.
Results if a visitor clicks on the link. The company will then pay for the number of clicks. We call that ppc advertising pay per click and of course such also happens on mobile and company can also pay google to have their website put on top of the search. Result based on their search.
Paid media can also be used on social media and social networks like facebook twitter instagram as a user you can distinguish when a company is paid to put their advertising message in someone newsfeed when you can see the sponsored or promoted note within the post here the companies have paid facebook twitter instagram to have their post appeared to a target audience they have selected paid media can also take the form of sponsorship where a brand decide to finally support an online show like a podcast or youtube show in return for mention of the brand s name in the show directly all the show notes now even directly in the background of the video. Like what you can see here on this video is sponsored by oreo cookies you would normally use paid media to create brand awareness or for new customer acquisition. The advantages of using paid media is that it can scale quickly and easily. If you have a message you want the masses to see today paid media is the right channel through which to do that earn media channels are any media channels that you must earn access to by having stuff worth talking about anywhere someone talks about how awesome you are is an media.
Traditionally earned media. Have been mainstream media outlets like tv news program newspaper radio talk shows magazine for example here. A journalist visited the restaurant and wrote a review. This is earn media.
But today in our digital world burn media is any social media reviews like on tripadvisor or poking. Calm. You are earning the good review. Thanks to how you created and managed a positive experience for your guests and this can also happen on any social media.
The customer here was very satisfied with their experience at the roger smith hotel. And she mentioned it on twitter for all her followers to see and sometimes. A review can be visual customer here is happy with a beautiful dish that he just received and it decides to share a picture on instagram..
This is also considered as earn media as it is a positive endorsement of the experience and this may encourage their friends and followers to want to try the same restaurant. But earn media can also sometimes be negative the restaurant here has heard a negative review. Because the quality of the product. Did not match the expectation of the customer recommendations from friends to friend as always existed and we call this word of mouth or short one but here when talking about online recommendations or electronic word of mouth.
We will summarize it as e1 and our media can also be a complaint. A complaint on a social media account here for example. We have an unhappy customers who went on the w hotel facebook. Page to lodge.
A complaint. The interesting aspect of this example is that even if the hotel is answering back right after which two other guests answered the pose to defend a brand. They have a positive experience and they want people to see so the negative earned media from one customers as created to positive earned media from two other guests who have decided to talk about their positive experience. This is another great example of negative earned media that has been really well managed and ended up in a positive end media after bad experience in a hospital in the middle of the night.
The customers decided to complain to buy it on the facebook page of the organization. But i can see here is that the customer went back to a post and corrected. It later. She explained.
How well the hospital took care of the complaint and managed provide experience to create a positive one this teaches us the importance of not only posting content. But to also listen to what customers are saying on social media. So that we can catch negative experiences and improve the product that we are delivering so earned media is about pause from the general public in the form of reviews. Shared experiences complaints and so on but on social media.
Earned media. Can also be created from influences. When paris. Hilton shares.
Her experience from a stay at actress saira in phuket on instagram thousands of followers sees the pictures. And liked it and this creates awareness about the product and even maybe a desire to buy the product for the people who saw it and here are two other example of celebrities sharing their use of a product on instagram and this creates earned media for both calvin klein and coca cola respectively. But it is very difficult to get those cell..
Which is to post pictures about the organization especially if you do not pay them. But someone does not need to be a celebrity in order to become an influencer you might have someone who has created their own blog or their own youtube channel and they have maybe a thousand 10000. Fans and followers we call them micro influences there are everyday consumers. But they have a bigger following and are able to drive higher levels of engagement.
Because of that and a travel blogger will be giving much more details about the destination and maybe your property. Which might result in higher levels of conversion. So to summarise earn media can be created in three different ways. The first way is traditional media like newspapers radio tv magazines where earn media is created in the form of articles documentaries and reviews.
Earn media can be created with the general public. Like customers and fans as their share the experience online in the form of social media. Post reviews. And so on and finally earned media can be created to influences and micro influences.
As they share. The experience as well through social media. Post blogs reviews. But the reach on this type of earned media will be bigger as the numbers of followers are much larger than regular consumers.
Although each of these channels play a critical role in your content in social media strategy. The real power is what you can integrate two or more of the channels into one plan and this is what we ll be seeing in our next video. Where we discuss what converged media is and we ll discuss what new type of media is created when two types of media overlap. If you want to read more about the topic.
I would highly recommend you to read those two resources around paid earned and owned media. So see you in the next session. We will be discussing everything there is to know around converge. ” .
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“This video will explain you the difference between the various types of media that can be found online. As a digital marketer, it is very important to have a clear understanding of what these media are.”,
Owned Media, Earned Media, Paid Media, Digital Marketing, Social Media, SHMS, The Oxygen