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ONLINE MEDIA MATRIX
A Guide to Integration
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email
   partnerships, sponsored
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,
   YouTube channel
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email
   partnerships, sponsored
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial   Owned Media
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,
   YouTube channel
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email
   partnerships, sponsored
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial                  Owned Media
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,     Earned Media
   YouTube channel
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email
   partnerships, sponsored
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial   Shared Media                  Owned Media
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,                    Earned Media
   YouTube channel
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email
   partnerships, sponsored                         Paid Media
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial   Shared Media                  Owned Media
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,                    Earned Media
   YouTube channel
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email                                            SCALE
   partnerships, sponsored                         Paid Media
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial   Shared Media                  Owned Media
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,                    Earned Media
   YouTube channel
Online Media Matrix
 ◼ Paid Media - Advertising.
   Rich media, AdWords, Email                                             SCALE
   partnerships, sponsored                          Paid Media
   take-overs
 ◼ Owned Media - Web sites.
   Corporate site, brand site,
   microsites, newsletters
 ◼ Earned Media - ePR. Editorial    Shared Media                  Owned Media
   coverage on forums, blogs,
   social networks
 ◼ Shared Media - Social
   outposts. Corporate Twitter
   account, Facebook fan page,                     Earned Media
   YouTube channel
                                   INFLUENCE
Online Media Matrix
                Media Type                            Benefits                                         Challenges
                                   Immediacy                                        Clutter
                Paid Media         Scale                                            Response rates
                                   Control                                          Low credibility

                                   Credible                                         Lack of control: positive and negative
               Earned Media        Transparent                                      Hard to scale
                                   Longevity                                        Hard to measure

                                   Control
                                                                                    No guarantees
                                   Scale
               Owned Media                                                          Low credibility
                                   Longevity
                                                                                    Paid drives audience
                                   Versatile
                                                                                    Lack of control
                                   Existing audience
                                                                                    Requires constant governance
                                   Retains value of paid support
               Shared Media                                                         Commitment to transparency
                                   Credible
                                   Versatile                                        Hard to measure

 http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
                                                                                                                             3
 http://davefleet.com/2010/03/evolving-social-media-marketing-ecosystem/
Online Media Matrix


                                   Paid Media




                 Shared Media                       Owned Media
                                    Integrated
                                     [Online]
                                    Marketing


                                  Earned Media




                 INTEGRATED ONLINE MARKETING = INFLUENCE + SCALE

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Online Media Matrix

  • 1. ONLINE MEDIA MATRIX A Guide to Integration
  • 2. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, YouTube channel
  • 3. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, YouTube channel
  • 4. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
  • 5. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
  • 6. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email partnerships, sponsored Paid Media take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
  • 7. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email SCALE partnerships, sponsored Paid Media take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel
  • 8. Online Media Matrix ◼ Paid Media - Advertising. Rich media, AdWords, Email SCALE partnerships, sponsored Paid Media take-overs ◼ Owned Media - Web sites. Corporate site, brand site, microsites, newsletters ◼ Earned Media - ePR. Editorial Shared Media Owned Media coverage on forums, blogs, social networks ◼ Shared Media - Social outposts. Corporate Twitter account, Facebook fan page, Earned Media YouTube channel INFLUENCE
  • 9. Online Media Matrix Media Type Benefits Challenges Immediacy Clutter Paid Media Scale Response rates Control Low credibility Credible Lack of control: positive and negative Earned Media Transparent Hard to scale Longevity Hard to measure Control No guarantees Scale Owned Media Low credibility Longevity Paid drives audience Versatile Lack of control Existing audience Requires constant governance Retains value of paid support Shared Media Commitment to transparency Credible Versatile Hard to measure http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html 3 http://davefleet.com/2010/03/evolving-social-media-marketing-ecosystem/
  • 10. Online Media Matrix Paid Media Shared Media Owned Media Integrated [Online] Marketing Earned Media INTEGRATED ONLINE MARKETING = INFLUENCE + SCALE

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