Paid, Owned, Earned

Maximising Marketing Returns in a Socially Connected World
1. Auflage 2012
ISBN: 978-0-7494-6562-9
Verlag: Kogan Page

Buch, Englisch, 296 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 453 g

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.

Autoren/Hrsg.

Burcher, Nick

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: How the world of paid, owned, earned works; Chapter - 02: Listening; Chapter - 03: Content hubs and communities; Chapter - 04: Content; Chapter - 05: Optimization; Chapter - 06: Seeding and viral distribution; Chapter - 07: Broadcast; Chapter - 08: Performance; Chapter - 09: Responding; Chapter - 10: Measurement

Über Autor(innen)

Burcher, Nick
Nick Burcher is Head of Social Media EMEA at MediaCom, a division of Group M and WPP, the world's largest advertising and media group. He has worked across the whole spectrum of paid, owned and earned for over 20 years, leading marketing innovation and media initiatives for clients such as Sony, Coca-Cola, IKEA, Nestle, Toyota, P&G and BBC Worldwide. He is a regular conference speaker and former Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide.

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.