I was asked to give a short presentation at the IAA Digital Download 2012.
The topic was content in the context of Paid Owned Earned - these are my slides.
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IAA Digital Download 2012 - Nick Burcher
1. IAA Digital Download
The role of content in Paid Owned Earned
Nick Burcher
Global Head of Social Media and Digital Innovation
ZenithOptimedia
27th April 2012
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2. 2 types of audience now – Passive and Active
...using a multitude of
platforms and devices
3. We now live in a world of Paid Owned Earned
Everything is linked and each element drives another
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4. But we need to split out Paid Owned Earned into „Always On‟ and
„Campaign‟ – and understand that they both help each other
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8. Guardian data highlights this duel approach
http://www.guardian.co.uk/technology/2012/mar/26/news-providers-facebook
Guardian FB app driving as much traffic as Google!
9. So why would they care and why would they share?
Search for “NY Times Psychology of sharing”