the need for a converged media strategy

Steve MacAlpine —  May 8, 2013

a converged media strategy

Yes content marketing buzzwords abound and every second blog or newsletter tells you how it important it is. What I wanted to share was the need to develop your promotional strategy through various social channels and networks.

In any given network, brands can invest in digital assets that span five media landscapes:

1. Paid: Digital advertising, banners, adwords, overlays
2. Owned: Created assets, custom content
3. Earned: favourable publicity ,Brand-related conversations and user-generated content
4: Promoted: in-stream or social paid promotions vehicles (e.g. Twitter’s Promoted products and Facebook’s Sponsored Stories)
5. Shared: Open platforms or communities where customers co-create and collaborate with brands.

I’ve always been a fan of Jeremiah Owyang and keenly followed every piece of research that the Altimeter team publish. This keynote presentation to 2000 marketers in SF on how marketers must adopt Converged Media (Paid+Owned+Earned) is timely.

The fabulously relevant content that you are producing for your audience needs a strategy to be seen across the different media landscapes yet this report shows that that 47 percent of companies have yet to launch a converged media campaign. I would bet that figure would be much higher in our APAC marketplace.

Start now and you’ll have a head start on the competition.

Here’s the workflow a company needs to create converged media:

1. Periodic strategic analysis and reporting

Perform research into what customers have already said, the content that has generated the most interest and even what competitors do.

2. Develop a content strategy

Develop a communications plan but be sure to include components of what your customers say.
Example – An ad (paid media) for Windows 7 featured pieces of earned media. It showed that 92 percent of students would recommend Windows 7 and had an option to view customer reviews.

3. Publish across all channels

Integrate your content. For example, find the best performing social media content and include aspects of that into your other marketing efforts.

4. Engage

Use various parts of your staff—such as experts, product teams and executives—to interact with customers and prospects and turn them into advocates and influencers to spread the word.
Example – The Original Runner Company asked its 2,000 Twitter followers for feedback before launching a new color aisle runner. Ten percent of the five-person company’s followers engaged and selected a hot pink runner.

5. Amplify with paid

Take the owned and earned media and make it more visible by using it in paid media. For example, gather quotes from customers and use that in your advertisement.
Example – Sharpie recently let its fans do the copywriting and converged earned and paid media. They retweeted and promoted some of the best writing-related tweets. The campaign helped Sharpie increase its new daily followers sixfold.

6. Restructure

Converged media is a cycle that can last an hour or a month depending on your brand. Repeat the process over and over to keep producing new pieces of converged media.
(Note: During each phase of the workflow, brands should monitor and record how well things are working. Repeat what works best and adjust weak areas.)

Marketo Keynote: Converged Media (Paid+Owned+Earned) from Jeremiah Owyang

 

Steve MacAlpine

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Brand and digital strategist - founder of Social Insights.