The Value of Earned Media Over Paid Media
I have been working with some great people as I build Speakery, my new company. I have not actively launched Speakery with the whole Social Media splash – I have been focusing on the prospects and clients that have been working with me. In thinking about social media based marketing , I have from time to time worked on sections of the yet to be launched Speakery website (which I hope to launch in the next few weeks time permitting). I have had numerous conversations with Chris Abraham and Mark Harrison over at Abraham Harrison’s Marketing Conversations over the last year.
When I started Speakery in September, I began putting together the Speakery philosophy. At the core of a number of my discussions with clients has been the power and effectiveness of online word-of-mouth marketing. I have shared the philosophy with prospects and clients and with some of my affiliate partners such as Chris and Mark. Chris suggested sharing some of my thoughts here and on Marketing Conversations.
Since the advent of commerce, engaging customers in positive experiences has time and again resulted in natural word-of-mouth. That dialog or conversation wherever it happens can make or break any entity – business, education institute, government, etc.
The Internet and especially broadband has facilitated real-time communications between like-minded consumers in communities with rapid fire distribution of opinions – valid or not. This provides great opportunities to reach further, wider and deeper into audiences that were previously too expensive to target – however it also requires vigilance in defending your brand against negative comments that can and will go viral.
Your target audience spends 4+ hours online on search engines, pursuing their passions/interests/projects and reading if not joining others in online communities based on similar interests. The discovery process and being recognized are two separate drivers. It is important for these reasons that the development of a comprehensive Online Program that reaches these audiences where, when and how they consume their information and through what media channels.
In harnessing the Internet’s ability to deliver messages quickly and reliably across a vast network of users, I believe strongly in earned media as opposed to paid media.
That does not mean that paid media is not a component of what we do, we just do it in a way that creates leverage for the earned media while minimizing the expense and maximizing the outcome.
We are not in the PR business per se in that we do not disseminate press releases – online or offline. Our programs will always have a hook and will leverage at least two of three elements – Advertising, Marketing, PR, with Promotion and Publicity not far behind.
At the core of what we do is a requirement that our approaches need to include a component that is newsworthy, blog worthy or buzz worthy. This does not necessarily need to be about a product or a service as it can be about how a brand is doing unusual things to generate awareness.
In all cases, we will look to include a call to action that could include going to the website, taking an action that helps move the person to a more engaged relationship and moves the process along.
Comments
I like your post. I think it can be more brand relationship focused. In your next to last para you say that brand generated communication “need not be about the product or the service as it can be about doing unusual things to generate awareness” I think it must deliver something the potential consumer values, values enough to spend precious personal time with, values enough to send to likeminded friends-and here ‘s the kicker– provides an experience that if it is not the direct brand experience itself must be an environment conducive to a successful brand handshake. I think much interactive/viral/digital stuff does not pass that test.
David – Completely agree. If I did not agree, I would not do what I do
. The point for me is that a brand without people talking about them is leaving money on the table. What they talk about and what starts the conversation HAS to have the brand somewhere in there – for example – “did you hear about the cool … ” or “did you like the way in which xyz … ” or “check out xyz’s new product or launch approach”. All this stuff gets people talking. My point is that the brand conversation starter can be about the brand or something the brand is doing.
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