Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World

Maximising Marketing Returns in a Socially Connected World

av Burcher Nick  (häftad, 2012)

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Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World (häftad)
  • Häftad (paperback)
  • Språk: Engelska
  • Antal sidor: 296
  • Utg.datum: 2012-03-06
  • Förlag: KOGAN PAGE LTD
  • Medarbetare: Finch, Jon (ed.)
  • Illustrationer: Illustrations
  • Dimensioner: 240 x 160 x 16 mm
  • Vikt: 450 g
  • Antal komponenter: 1
  • ISBN: 9780749465629

Recensioner i media

Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style. John Taylor, Chairman, ZenithOptimedia Worldwide Paid, Owned, Earned should be required reading for anyone who works in media and marketing. This isn't just the future but the present. If you're not sure why your career hasn't taken off or why your products aren't selling it may be because you don't understand the concepts so thoughtfully articulated in this book. Shiv Singh, Global Head of Digital, PepsiCo Beverages and author of Social Media Marketing for Dummies Paid, Owned, Earned is essential to understanding the new marketing landscape.In this book Nick Burcher not only explains how everything from search to social to TV is inter-connected, but tells you how to succeed. Ignore this book at your peril! Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly and co-author of Search Engine Marketing, Inc Nick's book is easily the most complete and actionable contribution to date to the 'Paid, Owned, Earned' conversation. And it comes at a time when the power and potential of "earned media" is driving really hard yet urgent questions across the enterprise: how to fund community managers, how to 'socialize' offline assets like TV and packaging, how to think about 'profit center' versus 'cost center' aspect of customer service. He's easily 'earned' this testimonial Pete Blackshaw, Nestle Global Head of Digital Marketing and Social Media and author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000" In a fragmented media landscape that is in constant change it is difficult for advertisers to get an understanding of the underlining dynamic and constantly changing concepts. Nick clearly understands both the theory and the practical implications and this book will help advertisers to enter the stage better dressed and more qualified. Rene Rechtman, Head of AOL EMEA / CEO goviral Paid, owned, earned is the most misunderstood phenomenon of the social media revolution. This book is the first grown-up work that seeks to understand and explain the connection between the different elements without a biased view from one side of the triangle. Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer

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Övrig information

Nick Burcher is Head Of Social Media and Digital Innovation at ZenithOptimedia Worldwide, one of the world's largest global media services agencies and a part of the Publicis Groupe. With 15 years industry experience, he has worked across the whole spectrum of Paid, Owned, Earned (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presences.

Innehållsförteckning

Foreword
About this book

Introduction
'Hi, my name is Karen'
Going viral
unKaren and the spirit of HC Andersen
Denmark's a liberal country, but they're not crazy
You can't put it back in
'My name is Ditte'
The paid, owned, earned jigsaw

1. How the world of paid, owned, earned works Defining the elements
The Shannon-Weaver model of communication and paid media - the traditional model of advertising
Always-on owned media - changing the way that the message is received
The changing nature of consumers - consumers as senders, consumers as producers - and redrawing the Shannon-Weaver model
Explaining how paid, owned and earned link together
Key points

2. Listening
Soft and yielding like a Nerf ball - an introduction to listening to your customers
Improving product and customer satisfaction through listening
Using data from Google and Facebook for actionable insight
Using listening tools
Different tools, different capabilities, different costs
Dealing with spam, sarcasm and slang
The problems with allocating language and location
How Cadbury used listening to bring back a classic chocolate bar
Using listening data to power an owned media space and drive advocacy
Using listening in crisis management
Key points

3. Content hubs and communities
Building an owned media content hub
Marketing to communities
Building bespoke, brand-specific communities
The importance of brand profiles and content hubs
The mechanics of the social graph
Configuring and managing Facebook pages
Using a content calendar to plan and manage updates
Mapping hubs and content connections
Key points

4. Content
TV advertisements as branded content
Weaving brands into the narrative rather than the advertisement break
Developing content - collaborating with the new producers
Developing content to match search behaviour
Developing content in line with trends
Developing content: harnessing the people's network
User-generated content competitions: the trade-off between earned media and control
Just make great stuff!
Key points

5. Optimization
Discovery strategy and the principles of search engine optimization (SEO)
The rules of social media optimization (SMO)
Maximize visibility by making sharing easy
Conversion optimization and the approach of 'test and learn'
How content travels through subscription mechanisms and RSS
How social networks refer traffic and boost audience
Integrating Facebook to sites and content via Facebook Connect
Using personalization to boost sharing
The expanded range of Facebook social plug-ins
Real-world 'Like'
Key points

6. Seeding and viral distribution
The 'man in the pub' and the two-step theory of receiving
Diffusion and the role of influentials in helping things to spread
Dreams can come true ...

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