While not a new term, converged media is a relatively modern concept for many digital marketers that presents opportunities, challenges and questions. Before brands can begin to capitalize on converged media, they must first understand the different media types that overlap to create “converged media” in a digital marketing environment. Take advantage of the converged media opportunity for your brand. Learn how to leverage an integrated Paid, Owned and Earned media strategy with this informative ebook.

1. Paid Media Owned Media
Converged
Media
Earned Media
LOCAL: SIMplified
Converged Media in a Digital World

2. What Is Converged Media?
Gone are the days where big brands and local businesses could safely “ egardless of whether
R
focus on just one digital media type to reach their consumers. Brands a brand manages its
today must integrate and align their media channels in order to be ‘converged media’
successful in their digital marketing strategy. The integration of channels efforts with one tool or
results in “converged media.”
several, it’s important
to recognize ‘converged
The term converged media represents the overlap of any combination
media’ is here to stay
of paid, owned and earned media types. The Altimeter Group published
a very comprehensive study in July of 2012 that does a great job of
and begin addressing
explaining the converged space: the opportunities that
come along with it now.”
JON SCHEPKE, SEW NOV 2012
Promoted
Brand
Content
Paid Media Owned Media
Traditional Ads Corporate Content
Converged
Media
Sponsored Brands that
Customer ask for shared
Press Coverage
Earned Media
Organic
http://www.web-strategist.com/blog/2012/07/19/altimeter-report-paid-owned-earned-converged-media/
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3. Brand Converged Opportunity
Content
Management
While not a new term, converged System
media is a relatively modern concept Paid Media Owned Media
Traditional Ads Corporate Content
for many digital marketers that presents
opportunities, challenges and questions.
Before brands can begin to capitalize
on converged media, they must first
understand the different media types that Bid Management Social
overlap to create “converged media” in a Technology CRM
digital marketing environment.
Let’s define converged media from a
SIM Partners’ perspective: Earned Media
Organic
Paid media Owned media Earned media
This includes pay-per-click This refers to location This includes local SEO,
(PPC), mobile PPC, social pages, mobile location mobile SEO, Google+
PPC, mobile search, mobile pages, Facebook pages, Local and Bing listing
display, etc. Twitter accounts, Google+ optimization, customer
Local pages, YouTube reviews, and more.
channels, etc.
Paid Media Earned Media
• Pay-per-click (PPC) Owned Media • Location SEO
• Mobile PPC • Location Pages • Mobile SEO
• Social PPC • Mobile Location Pages • Google+ Local and
• Mobile Search • Facebook Pages Bing listing optimization
• Mobile Display • Twitter Accounts • Review Generation
• Google+ Local Pages Platform
• YouTube Channels
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4. Paid Media
Paid media includes any form of advertising
where a media buy is involved. In the digital
marketing world this includes pay-per-click
(PPC) advertising, mobile PPC, social PPC
(such as standard marketplace ads on
Facebook), mobile search ads, mobile
display ads, etc.
Paid media has traditionally led marketing
initiatives, but advertising alone is no
longer as effective as it once was, unless
complemented by other media channels.
According to the Altimeter Group, it is now
more important than ever for brands to
coordinate and align their owned and earned
media with their paid media campaigns, as
consumers today view brand messaging
across a myriad of channels and devices.
“ anaging the Paid component of
M
Converged Media can be complicated
and time-consuming. One thing that
can help is to implement a best-in-class
bid management tool. Often times these
are complex algorithms that will take
into account the thousands of moving
parts in a SERP and make optimiza-
tions towards your campaign goals.”
NEIL MAHONEY
DIRECTOR OF ECOMMERCE, SIM PARTNERS
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5. Owned Media
Owned media refers to channels owned or fully controlled by
“ uccessful management
S
the business or brand. This includes the business’s location page,
of ‘converged media’ will
mobile location page, blog, Facebook page, Twitter accounts,
Google+ Local pages, YouTube channel, etc.
take practice, and CMOs
and CTOs must work
An important aspect to owned media is content development. together and break down
A majority of owned media in the digital marketing world is content silos with technology to
marketing, or content a business or brand develops and pushes make it work. Brands
out to media channels that does not involve any media buy. must remain flexible to
maximize success and
minimize potential
stumbling blocks.
Regardless, companies
must act now or risk
wasting the opportunity.”
JON SCHEPKE, SEW NOV 2012
Location Page Mobile Page powered by Velocity
TM
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6. Earned Media
Owned and Paid media seem to be fairly well
understood by most digital marketers. Earned
media, on the other hand, is a more difficult con-
cept to grasp and perfect. It is also the most sought
after, due to the inherent credibility it contains via
consumer perspectives. Examples of earned media
in digital marketing include customer reviews, social
media posts, social sharing of content and more.
Earned media is defined as any user generated
content regarding the brand or business that
is created and/or shared by users.
Earned media cannot be created or controlled by
marketing teams but often results from efforts in
the paid or owned media arenas through the
accumulation of “Likes,” “shares,” “retweets,”
customer reviews and other user-generated
content that features a company. Word of mouth
meets the web.
Many brands struggle to generate earned
media, but the following strategies from a recent
SIM Partners article in Search Engine Watch:
“Converged Media: Maximizing Consumer
Engagement in a Digital World” can help:
Make sure owned and paid content is unique
and valuable as quality content drives earned
media.
Work to gain the attention of key influencers
who increase value by sharing your content
with their followers; not all “Likes” are created Reviews Platform example powered by Velocity
TM
equal.
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7. Challenges
“ s the Internet of things
A
becomes a reality, in
While “converged media” has existed in various forms for years, 10 years media will be
changing consumer media consumption habits prompted by the rise embedded into and around
of the Internet, social networks, tablets, smartphones, etc. – have sped
common objects. Products,
up the evolution of paid, owned, and earned digital media. Today,
appliances, and tools will
these three categories naturally overlap, and brands should focus on
contain data. Initially, this
developing a fourth, opportunity-rich digital media type: “converged.”
information will be paid
As is often the case, addressing untapped opportunity brings challenges; and owned, but very quickly
“converged media” is no different. In order to move toward a converged earned components will
media model, companies must overcome a variety of issues. Several top develop and commingle
issues facing organizations looking to move into converged media are: with other information.”
ALTIMETER STUDY, JULY 2012
They are afraid to leave Living within Lack of marketing
their comfort zone departmental silos automation tools
Brands are slowly but surely It is often hard for companies to
and technology
becoming aware of the need to escape the departmental silos, Brands need to access tools like
integrate paid, owned and earned but it is crucial that each depart- a CMS, marketing automation,
media. Often times, however, ment work together and align analytics and social CRM. With
those that first realize the im- their messaging and strategy. the wide range of digital mar-
portance of a converged media The public relations team, social keting channels that need to be
approach are still not willing to media team and advertising managed, brands are in need of
leave their comfort zone and department need to be consistent marketing automation tools and
be an advocate for change. It is with their messaging across all technology that are scalable,
important that a company recog- channels as well as implement adaptable and allow for cross
nizes a leader to direct the overall the same standards for analytics channel reporting and attribution.
integration and convergence of and measurement. Without cross
the media types. channel attribution, this model is
a failure before it even begins.
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8. Strategy and Success
Brands can overcome the challenges of moving to a converged media approach by developing
a strong strategy and leveraging tools, technologies and an automated approach. Marketers
should consider the following tips for leveraging convergence for their brands:
Have a Content Strategy for Your Brand and Work Closely With Partners That Have Deep
Locations that Works Across Paid, Owned, Expertise in Tools and Data (proprietary or
and Earned strategic partnerships in technology):
CMO’s need to lead how content flows between each By leveraging the right tools and data, brands can
of the different teams. Consumers now follow a more automate these efforts and achieve a great deal
complex path across paid, owned and earned media, with their converged media strategy. Brands should
so it is important that these departments all work carefully choose the right automated technology
together to create a seamless experience from and partnerships to help them expand their efforts
channel to channel. and easily measure the results.
Achieve “Earned” With Scale
Brands should utilize tools and technology that allow for
a scaled approach to earned media. These tools should “ he ‘Connective Tissue’ for these
T
take a scalable approach to producing user-generated three media types within converged
content such as customer reviews and social sharing. media consist of these items: Bid
Management Technology, Content
Alignment of Teams
Paid, earned, and owned decision makers must Management System, Social CRM.
be aligned to plan brand strategies through technology
solutions and partners or agencies. It is crucial that not The best technology will help large
only the internal organization be aligned but that they brand advertisers ‘connect the dots’
also work closely with outside technology providers,
between Paid, Owned Earned
partners and agencies to ensure there is a consistent
message, value, look and feel across all channels. media. This will allow for ‘cross
channel attribution’, so large
Reporting and KPI’s (Real Time) advertisers can spend their online
Performance measurement and reporting are budgets more effectively based
especially critical in earned media. Brands must
have a meaningful method of evaluating the
on pre-defined KPI’s”.
engagement of their customer along each step
of the customer’s journey. JON SCHEPKE
CEO, SIM PARTNERS
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9. Planning Your Brand’s Digital Roadmap
Don’t be overwhelmed by the convergence. To help you as you prepare your digital strategy,
we have created a short checklist to guide you.
YES NO DON’T KNOW
We have claimed and optimized Google+ Local listings for all locations.
Our digital marketing efforts (social, local, mobile) are siloed.
Our Brand employs adaptable, scalable technology that allows for
cross-channel optimization and reporting.
We distribute one clean, unified data set for all locations through
an aggregator (e.g. Localeze, etc.) on a weekly/monthly basis.
We can easily and effectively update that data set.
We have a Brand strategy for optimizing Google+ Business pages
to improve organic ranking.
Our Brand has implemented marketing automation technology.
We have a strategy to ensure data integrity within Apple Maps.
We utilize a content management system that creates and controls
optimized location pages/websites for each location (dealer, agent,
franchise, store, etc.).
Our Brand utilizes the same content on all location pages/websites
consistently.
To Learn More About Converged Solutions:
CONTACT US: info@simpartners.com
VISIT US: www.simpartners.com/velocity
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10. SIM Partners is dedicated to creating
innovative digital marketing products
and services that provide ongoing
value to our customers.
Top home services providers, hotels,
insurance companies and other
consumer brands trust SIM Partners
to keep thousands of locations visible
and accessible in top search engine
results, mobile devices, social networks
and other sources of local information.
A technology company at its core,
SIM Partners offers a full suite of
holistic solutions that include data
distribution, their Velocity platform,
TM
video, mobile app development
and performance reporting.
CONVMED120712
1601 Sherman Ave, 3rd Floor 87 Graham St. Suite 250
Evanston, IL 60201 San Francisco, CA 94111
Phone: (800) 260-3380 Phone: (800) 260-3380