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

1. Storytelling
platforms
February 28, 2014

2. Platforms
Owned
Media
Paid
Media
Earned
Media

3. Paid Media
Example
You pay to
leverage a
channel



Advertising in
any
medium, e.g.
print, broadc
ast or digital
Paid search
Sponsorships
Role
Shift from a
foundation to a
catalyst that
feeds owned and
can stimulate
earned media
Source: blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Benefits




On demand
Immediacy
Scale
Control of
message
Challenges



Clutter
Declining
response
rates
Poor
credibility

4. Examples

5. Owned Media
Example
You own and
control the
channel







Company
websites
Mobile Apps
Blogs
Corporate
brochures
Twitter
account
Facebook
page
YouTube
Role
Build a long-term
relationship with
existing and
potential
customers, and
earned media
Source: blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Benefits



Control
Cost
efficiency
Delivers
brand
promise
Challenges



Company
communicati
on not
trusted
Takes time to
scale
No
guarantees

6. Examples

7. Earned Media
Example
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’
Role
Two-way
information flow
between
company, custom
ers 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
Source: blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
Benefits







Most
credible
Increasingly
key role in
sales
Transparent
and lives on
Cost
efficiency
Versatility
Organization
al learnings
Humanizes
organization
Challenges




Little or no
control
Can be
negative
Takes time to
scale
Can be hard
to measure

8. Examples

9. Control & Reach
Source: conversations.marketing-partners.com/2011/01/paid-owned-and-earned-media-channels-are-you-in-the-right-place/

10. 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

11. Convergence
Paid
Media
Owned
Media
Converged
Media
Earned
Media
Source: www.web-strategist.com/blog/category/converged-media/

12. Surround sound effect
Owned
Media
Paid
Media
Source: www.web-strategist.com/blog/category/converged-media/
Earned
Media

13. 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/

14. Quiz
Which 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/

15. Facebook
Owned Media
Earned Media
Paid Media

16. Twitter
Owned Media
Paid Media
Earned Media

17. Key Takeaways

All three elements, owned, earned and paid are important
to a marketing strategy.

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.

18. Questions?

19. Thank You!