Resources: Converged Media, Integrating your Paid, Owned, and Earned

Is Facebook paid, owned or earned? The answer is yes. Facebook is all. They integrate advertising units along with content created by brands on their Facebook pages, and allow for consumers to share their opinions right in the comments. Sometimes, ads look like social content, and it’s hard to distinguish the difference. At Altimeter, we see this convergence only increasing, and these Venn diagrams will continue to have overlapping circles of paid, owned, and earned. To meet this converging media types, Altimeter kicked off a research project with Rebecca Lieb (a fantastic speaker in her own right), Jessica Groopman (expert researcher), and yours truly. We found that companies must now integrate their marketing process, strategy, and tactics so each channel … Continue readingResources: Converged Media, Integrating your Paid, Owned, and Earned

Keynote Slides: Converging Your Paid+Owned+Earned Media #MUS13

What should 2000 marketers know about the future of digital marketing? Thanks to Marketo, I’ve been asked to share recent research from Altimeter Group on how Paid, Owned, and Earned is converging into one single form of media live at their customer event here in San Francisco. In this presentation, you’ll find the highlights from our recent report on Converged Media (Open Research, which you can download and share at will) and this slideshare includes a problem statement, definition, 6 real world examples, a workflow broken down into pieces, and closing remarks. Love to hear your comments, if your brand is already converging Paid, Owned, and Earned, so we can tell your story on your success. A thank you to … Continue readingKeynote Slides: Converging Your Paid+Owned+Earned Media #MUS13

Oscar TV Ads Failed To Integrate Social –A Missed Opportunity for Converged Media

This year, marketers were focused on promoting their owned corporate website. Of the few that promoted engagement with social ads, even fewer integrated paid, owned, and earned. With 39m American Oscar viewers in 2012, a majority of them are viewing them with a second screen (mobile/laptop/tablet) in hand, disappointingly, most TV ads failed to use paid media to trigger these discussions, indicating that Converged Media of paid owned earned is not consistent in today’s marketing quiver.  A few weeks ago, we conducted similar analysis of SuperBowl ads, and found a greater degree of integration, including cross-channel integration with Hashtags (31% incidence) from TV ads to trigger online discussions. Last night, at the Oscar’s, integration from the 58 TV spots to … Continue readingOscar TV Ads Failed To Integrate Social –A Missed Opportunity for Converged Media

Webinar Recording: Converged Media Imperative

Need to learn more how Paid, Owned, and Earned are going to work together? We call this ‘Converged Media’ and it’s coming to a website near you. Please listen into this webinar which provides an overview from our recent research report on the Converged Media Imperative (download now), it provides business demands (with data), real world case examples, requirements for success, an examination of workflows (more here), and a list of requirements to get started.  I’m pleased to be joined by my co-author Rebecca Lieb, and special thanks to researcher Jessica Groopman, and Andrew Jones. The recording is available below, please sit back, listen, and learn how companies are starting to converge ads, corporate content, and social now. The Converged … Continue readingWebinar Recording: Converged Media Imperative

Breakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

The purpose of this post is to serve as an industry reference for converged media workflows: How companies will coordinate paid, owned and earned as one orchestration.  This is continued coverage on Converged Media, read the full report. Business Needs Customers already experience advertising, corporate content, editorial, and social media at the same time, often in an integrated manner, although most brands do not approach the experience in one deployment. As Facebook, Twitter deploy social ads that utilize earned and owned content amplified by paid, these worlds are quickly merging. Brands that want to achieve the best experience for their customers in digital channels must approach in an integrated converged method, and understand how to utilize each channel’s strength. Brands … Continue readingBreakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

Altimeter Report: Paid + Owned + Earned = Converged Media

To join in an active discussion and presentation, co-author Rebecca Lieb and myself will be hosting a webinar convering the findings from the research, please register for the webinar on Converged Media.  Altimeter directly interviewed 34 agencies, brands, technology vendors and industry experts to answer  how media are changing. we found: Summary:  Converged Media a Reality –Significant Ecosystem Changes Ahead Paid, owned, and earned is converging (like social ads) at a rapid pace, we found 11 criteria of success, a handful of case examples, yet companies are hampered internally and with fragmented agencies and technology to make this happen.  Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, … Continue readingAltimeter Report: Paid + Owned + Earned = Converged Media