Posts Tagged ‘earned’

Why Brands are Becoming Publishers [video]

Is content still king?

According to Deanna Brown, CEO, Federated Media Publishing, “Content, in the right context, is ultimately king.”

Welcome to the evolution of publishing, where storytelling, advertising, and technology intersect. By having unhindered access to social and mobile media platforms, brands are experimenting with paid, owned, and earned media to reach connected consumers in their channels of relevance. As brands dabble in publishing, traditional marketing and advertising networks are also evolving.

Looking Beyond Paid, Earned, Owned Media: The Brandsphere Infographic

In discussions about new media, you will often hear the division of media opportunities as Paid, Owned, and Earned media (P.O.E.M.). Over the years, I’ve studied the various categorization of media from a few perspectives, 1) that of traditional content creation, owners, budgets, and metrics, 2) how social networks cater to consumption and sharing, 3) how progressive businesses are approaching content strategies in social media and how they’re rethinking departments, intentions, metrics, and budgets,  and 4) also how media opportunities are packaged and sold by each network and who’s buying them and why. In many cases, I’ve found that  media is not limited to three groups, but instead categorized into five key segments: Paid, Promoted, Owned, Shared, and Earned. To visualize the model that reflects the state of new media, I once again partnered with my good friends at JESS3. The result…The Brandsphere.

Brands Must Become Media to Earn Relevance

What follows is the complete version of my recent post on Mashable, “Why Brands are Becoming Media.

One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting social architecture and the engineering that connects people to other people strategically, enthusiasm and support typically derail when examining the resources and the commitment required to rhythmically produce, distribute, and support content.

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian

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