Earned Media: getting talked about

I googled earned media and found the five slides above on slideshare. Placed there by precisely so they could be found and shared. The last slide told me who produced it (Robert Katai aka @katairobi from Romania who’s twitter profile declares “I love being a visual Marketer & Chief Evangelist bannersnack.com ). It also told me where the material came from https://econsultancy.com/blog

At the time of adding these five slides into this blog post they had been viewed 789 times and I don’t know whether anyone has told Robert about the spelling mistake on slide 5. Perhaps he’ll find the link back to this blog and correct it? Perhaps it was intentional? (have you found it yet?)Slideshare gives you good information on how your slides are shared

If people look at this post it might be seen by another 50-100 people this week. If two or three of you begin to share it it might be seen by hundreds or thousands more. This is just a message about sharing messages. This site is used by plenty of evangelists of the old definition, spreading the gospel of Jesus Christ not just the gospel of good marketing.

Techniques of sharing good news are helpful but at the heart you need something good.

They key thing in earned media is that you earn it. Share something that other people will want to share, talk about or apply to their own lives so that the story gets told, and draws other people back to find more.

Thanks for the slides Robert. I like some of your other material and will be back sharing more and drawing other people to your content (and mine).

Some final thoughts from http://en.wikipedia.org/wiki/Earned_media (retrieved March 29, 2015)

Impact of Earned Media

A Nielsen study in 2013 found that earned media (also described in the report as word-of-mouth) is the most trusted source of information in all countries it surveyed worldwide. It also found that earned media is the channel most likely to stimulate the consumer to action. Other authorities make the distinction between online and offline earned media / word-of-mouth, and have shown that offline word-of-mouth has been found to be more effective than online word-of-mouth.

Many consider earned media to be the most cost effective method of marketing. As a result, many companies are investing in earned media. The increased use of earned media is converging traditional owned and paid methods of marketing.[3]

Examples of paid, owned and earned media[4]
Type Definition Offline Examples Online Examples
Paid Media activity related to a company or brand that is generated by the company or its agents
  • Traditional advertising (e.g., television, radio, print, outdoor)
  • Sponsorships
  • Direct Mail
  • Display/banner advertising
  • Search advertising (e.g. Google AdWords)
  • Social network advertising (e.g. Facebook ads)
  • Electronic direct mail (e.g., email advertising)
Owned Media activity related to a company or brand that is generated by the company or its agents in channels it controls
  • Retail in-store visual merchandising or displays
  • Brochures
  • Company press releases
  • Company/brand website
  • Company/brand blog
  • Company-owned pages/accounts in online social networks (e.g., Twitter account, Facebook brand page)
Earned Media activity related to a company or brand that is not directly generated by the company or its agents but rather by other entities such as customers or journalists
  • Traditional publicity mentions in professional media outlets
  • Ratings and reviews in TMOs (e.g., movie reviews)
  • Consumer-to-consumer WOM conversations about products, including advice and referrals
  • Consumers showing or demonstrating products to each other
  • Traditional publicity mentions in digital media outlets (e.g., professional blogs)
  • Online WOM referrals (e.g., invitations to join a website)
  • Post in online communities or social networks (e.g., status updates, tweets)
  • Online ratings and reviews (e.g., Yelp.com for restaurants, Amazon.com for products)

The increasing use of earned media has provided marketers with new ways in which to interact and engage their customers. These innovative approaches are replacing traditional marketing methods such as email and banner ads, and provide innovative methods to find, optimize, and measure return on earned media investments.[5]

Read the full article at http://en.wikipedia.org/wiki/Earned_media and google “earned media” for lots of free tips ideas.

As always if this post has been helpful to you share it with others, reblog, reuse, and give feedback.


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