Comments on: Owned, Bought and Earned (redux)

By: Michael Lis

Michael Lis — Wed, 17 Mar 2010 15:24:55 +0000

Dan –
Great post on Bought, Owned and Earned media. I believe that we are beginning the paradigm shift to a greater focus on Earned media for two reasons.

1 – the recession: with budgets tight and employees few we are seeing companies find a greater value in earning customers through social media and viral means.

2 – true transparency: in an age when everything said is public information companies are understanding that the only way to turn fans into customers is to be as transparent as possible.

I also like the chart in the post. One fact that CMOs need to realize is that Earned media has the greatest reach when it comes to any type of marketing or branding channel. It is also the cheapest of all three types of media. For the past five or so years Earned media was the hardest to establish without having money spent on the other two medias. Now with social media we are seeing that reach attained easier than ever – even without the build on of the other two medias.

Cheers
Michael J Lis

By: Den nemme vej - Morten Gade

Den nemme vej - Morten Gade — Sat, 27 Feb 2010 13:31:02 +0000

[...] af Sean Corcoran og Daniel Goodall. Mortengade.dk skriver om internettet, politik, kommunikation, fodbold og alt der imellem. Vil du [...]

By: Social Location Optimization « Working in Digital

Social Location Optimization « Working in Digital — Tue, 15 Sep 2009 19:24:20 +0000

[...] large part of my time at work goes into defining the ultimate mix of activities/investments behind own, bought and earned media (from a digital perspective). From a search perspective, own/bought/earned media can be defined as [...]

By: Asi

Asi — Wed, 20 May 2009 19:29:03 +0000

here here

it’s about creating social objects and social ideas that people are part of so the earn and bought doesn’t apply strictly to online.

but as you said it first and foremost about your products and services – these are the main reasons people will talk about you. all the rest is campaigning whereas brilliant product and services get talked about for their intrinsic value to people

By: artojoensuu

artojoensuu — Wed, 20 May 2009 17:24:36 +0000

Good post Dan man. Everything we do has the potential to drive earned media, but it doesn’t mean it’s necessarily “free” media. It’s a paradigm shift in the way we should see working & non-working. Optimizing own and bought to drive earned media involves time and can’t solely be replaced with additional media spend. Wrote a post about that a few weeks ago.

http://artojoensuu.wordpress.com/2009/02/04/working-the-non-working/

By: Jauho

Jauho — Wed, 20 May 2009 08:08:14 +0000

Good stuff Dan!

By: Owned, Bought and Earned Media « ALL THAT IS GOOD

Owned, Bought and Earned Media « ALL THAT IS GOOD — Wed, 20 May 2009 07:24:41 +0000

[...] UPDATED POST on this topic: http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/ Possibly related posts: (automatically generated)About Iris__________Gail Walker.WeMedia, citizen [...]