Dear Apple, I’m leaving you | The Real Economy (A good exemple of (negative) earned media)

Dear Apple, I’m leaving you | The Real Economy.

The real economy is the blog of Ed Conway economics editor of Skynews.

On October 31st 2012, I wrote a letter to Tom Cook.

This is a good example of negative earned media


There follows a letter to Tim Cook, chief executive of Apple:

Dear Tim,

There’s no easy way to put this so I’ll just come right out with it. I’m leaving you. It’s been great (mostly) but it’s over.

I figured the least I could do is to explain my decision in full – I like to think it might help protect you from nasty break-ups like this in the future.

I’ve been with you, with Apple I mean, for 13 years now – ever since 1999. Perhaps you’ve forgotten: I was a spotty teenager; I bought one of your cute little translucent iBooks. Slowly but surely I painted most parts of my technological life a bright shade of Apple. Let’s see: I’ve owned two iMacs, a number of iBooks, countless Macbooks (I’ve currently got two on the go, for some unknown reason), an iPhone for almost five years, an iPad since the very beginning; iPods, iPod touches, iPod nanos – I’ve had ‘em all. I even invested in an Apple TV and, wait for it, a G4 Power Mac Cube (yes, that was me!).

I’ll admit I became dependent on you – clingy, even. When I went to the States a couple of years back I shelled out hundreds of dollars to ensure I wouldn’t be without an iPhone – even though I was back at college and wasn’t exactly rolling in it. And like so many of those who fall in love with you, soon enough I found myself working part-time as your best PR spokesman: I spent hours persuading all my friends to buy your stuff. I even wrote a blog about what made Apple such a dynamic, innovative and successful company.

Like millions of others, I really believed the hype.

I never thought I would utter these words, but here goes: I’m leaving you. I have already traded in my iPhone for a Samsung.

Now, this is the point where I know I’m expected to say: “it’s not you, it’s me,” but I can’t, because the truth is: “it’s not me, it’s you”. Now, I know you don’t like lists (at least I presume that’s why you avoided including a task application in Mac OS and iOS for so many years) but it’s only right that I run through the issues:

1. iOS 6

Yes, I know I’m hardly the first to mention this – but that doesn’t make it any less valid as a complaint. It is truly, truly awful. I’m usually ready to forgive one or two niggles in a new iteration of operating system. After all, they’re usually outweighed by the improvements. In this case, I honestly can’t think of a single new feature that in any way enhances the phone. Every change you’ve made is negative.

The maps application is utterly horrendous; you must have known this is among the most commonly-used of all functional parts of a smartphone and that to change it quite so substantially would be seriously disruptive. Yes, I know you’ve magnanimously urged users to use alternatives, but the problem is that even if I try to use Google maps on your safari browser (it hardly ever works on Safari but let’s leave that for the time being), I can’t avoid the fact that crappy iOS maps are integrated into every other geographically-reliant app I have.*

I know you’re a pragmatic fellow: I suspect you might even give future users the option to change this. But the fact is that’s not the only disconcertingly disastrous issue with iOS. Take iTunes Match. In the previous iOS I could download any individual song in my iTunes Match library, so I could listen to it overseas without data or when in the Tube. Now your dreadful new operating system will only let me download whole albums and then won’t let me delete them afterwards, so my iPhone gets clogged up with stuff before arbitrarily deleting precious chunks of data when it reaches capacity.

It’s as if you think I should never have had the right to have chosen what songs to have, and to delete, on my own iPhone in the first place. Which I find a little controlling, to tell you the truth. As do I find the fact that you now seem to have decided to allow the iOS to decide unilaterally to use the telephone network rather than wifi when it so chooses. Given how badly you screwed up with the whole secret GPS-tracking of iPhone users, I’d have thought you realised we don’t like it when you behave creepily like this. It’s seriously not cool, but then more on that later.

All the new, exciting apps you’ve brought in are, I’m afraid to say, rubbish. Podcasts: dismal and buggy. Facebook integration: should have been there years ago. Passbook: erm – seriously? Siri’s improvements are lost on me because, like most users, the only time I’ve engaged with Siri is to see how many swear words he/she/it understands (answer: a surprising number).

Finally, for some reason iOS also seems to have broken the tilt-scrolling in Instapaper, which I resent because, well, I just use that app a lot.

2. You’ve lost it

Yes, I realise that’s going to sound harsh. But there’s no point in sugaring the pill.

I’ll be specific: for most of our relationship, there were two things I could rely on from Apple. The first was that your products would work far better than PCs. Windows PCs would get viruses, they would be difficult to fix, they would break down and leave you tearing your hair out. The second thing is that although you weren’t necessarily the most innovative company out there, you would just do it right. You weren’t the first company to make a smartphone (Nokia Communicator, anyone?) but you were the first to do it well. The same goes for mp3 players, for tablet computers, for family photo software, for media management (for the first half of iTunes’s life). You were never about innovation, but you were damn good at execution and flair.

Not any more. This is going to sound awful, but I can’t think of any big product you’ve re-imagined well since the iPad, and that was almost three years ago. iCloud? Not as good as dropbox, and actually more confusing. FaceTime? Slick, but still pales in comparison with Skype. iMessages? Mostly annoying, particularly when it sends messages twice. Siri? See the previous point. Safari? Not as good as Chrome or Firefox. Safari’s Reader function? Not as good as Instapaper. I could go on, but I think you get the idea.

Plus, my Mac simply doesn’t work that well any more. The contacts on my iPhone don’t seem to sync very well with my laptop. Aperture is extraordinarily slow and buggy, Pages and Numbers are a bit of a nonsense. It just feels like you don’t make the best software anymore. And it doesn’t fit together as seamlessly as in the past.

3. You’re not cool anymore

Again, this is probably a body blow, but it’s also true. It’s not merely that I now have to put up with your products being used by my mother. The fact is that Apple used to be edgy; it used to be associated with the counterculture; it used to be rebellious. I liked that. I liked the fact that you were uncompromising. When you introduced the iMac you ditched the serial ports and insisted everyone had to make do with USB ports, despite the fact there was approximately one printer in the world which worked with USB. You were the first to ditch disc drives and DVD drives. I’m not alone but I liked the way you refused to put Flash on your devices. Plus I liked the fact that unlike Google and pretty much every other big company you and your fellow execs would never go to navel-gazing networking conferences like the World Economic Forum in Davos. There was something cool about that attitude.

These days, you’re all too ready to compromise. Do you want to know the beginning of the end of our relationship? It was when you decided to include an SD slot in your MacBooks. Why? I can’t imagine the Apple of old ever doing this; there is no inherent reason why you need one in your laptop, save to compromise. And in compromising, you’ve become too complex. I remember the first iMac: it was the first computer you didn’t really need an instruction manual for. When iOS came out I found myself having to download the manual and wade through its 156 pages (156, FFS Tim!) to find out what you’d done with the settings I used to use. That’s the first time I’ve ever had to use an Apple instruction manual.

Apple used to be about purity, which in turn made its products simpler and more reliable; somewhere along the way, this got lost. Or rather, Apple under Steve Jobs used to be about purity: when he wasn’t at the helm in the 90s, it also made the kind of compromises I’m talking about here.

And then there’s your advertising. You were the company which came up with the best advert in history.

These days your ads are not merely awful and patronising – they are palpably worse than the competition.

Finally, there’s that legal letter you sent to Samsung when you failed, churlishly, to get their tablets banned. I challenge anyone to read that and not conclude you’re bitter, chippy and, frankly, a little unpleasant.

In short, you are so not cool.

4. You’re screwing us

You might be surprised to learn that the final straw for me wasn’t the maps debacle. It wasn’t iOS 6. It wasn’t even the fact that you’re not cool anymore. I’m not cool anymore so I probably shouldn’t really expect better from you.

No: the final straw was when you decided to replace the dock on the bottom of all your iPhones and iPads with the new “lightening dock”. I’ve heard your explanations: that it’ll allow your devices to be thinner, that it’s a faster connector and all that. I don’t buy it. The main reason you did this is the main reason you seem to be bringing your products out in ever shorter product cycles: planned obsolescence. You’re aware that the more frequently something is out-of-date, the more often we’ll have to buy more Apple stuff. Now, I was willing to put up with that when it felt as if there was genuinely progress between iterations, when there was a shed of aspiration about it, but by the time you unveiled the lightening connector I wasn’t so sure. All it means is that I have to throw out all the devices I’ve bought over the past years which plug into my iPhone: adaptors, radios, speakers and so on. It’s a really low-down thing to do – particularly since the lightening connector is patently not that much faster than the existing dock.

Anyway, I guess you could say it was a Eureka moment. Finally, I realised that you’ve been working your way here for years: the fact that you give up supporting old Macs far quicker than before; that you won’t let us download and delete our own music from your cloud. You realise there isn’t much money long-term in being a pure manufacturer. You want to turn yourself into a quasi-service, where we constantly need to buy or subscribe to one of your products. I see the point – it’s economic genius. The problem is that it’s not inspiring in the slightest; and the products are no longer wowing us enough to detract from the venality of it. And I’m just tired and, worse, bored of it.

5. I don’t need you any more

That’s right. I’ve realised – and it’s been a revelation – that I could get on perfectly fine without you. A couple of years ago when I moved to the States I couldn’t envisage a day without my iPhone. But today it strikes me I might be just as happy with one of your rivals. How do I know? Well… the truth is, I haven’t been entirely honest with you. I did spend a few months with someone else last year. Don’t be mad: I was between iPhones and I filled the lonely miserable gap with an HTC Android phone. And while I tried to ignore it at the time, the fact is, it was actually pretty good. Yes, there were niggles and a few annoyances, but we got along surprisingly well. And I’ll get on pretty well with it again, because the fact is, Tim: I’m leaving you for an Android. I can get everything I need from a phone from them as well. My email, my messages, maps that work, my contacts (they’re stored with Google anyway and that integrates far better into an Android phone); Evernote, Instapaper, Whatsapp, my tube timetables and bus times. I’ll probably ditch iTunes Match in favour of Amazon Cloud Player or Google Drive, and, frankly, good riddance after the way you’ve treated us mobile users of the service. I’ll miss some of the apps, I’m sure – Reeder to name just one. I’ll miss the hundreds of text messages sitting on my iPhone. I’ll miss… Actually, I can’t think of anything else right now.

I’ll hang onto my iPad for the time being. I’ll certainly keep the Macbook Air – I’m not quite ready to return to Windows yet. But right now, for the first time since I started buying computers, I’m no longer absolutely certain that the next piece of technology I’ll buy will automatically have your logo on the back.

Don’t take it personally. Well, do, if it helps inspire you to make better and bolder products. This need not be forever. You can still win me back: but you’ll need to do something special again, like you did in the good old days. Reinvent the TV, like you reinvented the phone. Revolutionise finance. Overhaul the home entirely. Think Different – as your predecessor Steve Jobs used to say. Perhaps the problem is you’re not the same person any more. You’re not Steve. Perhaps.

Either way, I’m tired of settling for mediocrity from you these days.


Yours affectionately,


* Though I admit some – some – of the 3D maps of cities are seriously cool. But prettiness is not enough to compensate me for the times you’ve got me lost.


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Apple, ou comment capitaliser sur la rumeur: L’Echo

Apple, ou comment capitaliser sur la rumeur: L’Echo.

Une rumeur chasse l’autre quand il s’agit des produits Apple. On évoque désormais une sortie de l’iPhone 5 pour le 12 septembre. Vrai ou faux, peu importe, le cours s’envole.
Phil Schiller, directeur marketing du groupe Apple, dit «confier son travail aux médias».

Phil Schiller, directeur marketing du groupe Apple, dit «confier son travail aux médias».

Le web bruisse à nouveau de rumeurs quant à la sortie du nouveau smartphone d’Apple et d’éventuels autres produits. Dernier scénario en date: une présentation le 12 septembre, date déjà bloquée par les analystes, et une distribution qui démarrerait neuf jours plus tard, le 21. De quoi pousser à la hausse le cours d’Apple, au point de lui permettre d’atteindre la place “virtuelle” de capitalisation boursière la plus importante de l’histoire aux Etats-Unis, à plus de 662 milliards de dollars. Virtuelle car elle ne tient pas compte pas des effets de l’inflation, auquel cas Microsoft et IBM restent devant Apple.

La question principale reste néanmoins celle de l’engouement des marchés pour une information qui n’a rien d’officiel, preuve aussi de l’attente monstre face aux prochains produits du groupe. Les indices sont simplement l’interdiction faite par l’opérateur américain Verizon à ses employés de prendre congé durant cette période. À quoi s’ajoutent les déclarations du directeur d’un opérateur allemand, MobilCom Debitel, qui a annoncé que le nouveau smartphone d’Apple se trouverait en magasin au mois de septembre. Des rumeurs un peu maigres mais qui suffisent amplement, de par l’incroyable force médiatique et marketing du groupe de feu Steve Jobs.

La question principale reste néanmoins celle de l’engouement des marchés pour une information qui n’a rien d’officiel, preuve aussi de l’attente monstre face aux prochains produits du groupe. Les indices sont simplement l’interdiction faite par l’opérateur américain Verizon à ses employés de prendre congé durant cette période. À quoi s’ajoutent les déclarations du directeur d’un opérateur allemand, MobilCom Debitel, qui a annoncé que le nouveau smartphone d’Apple se trouverait en magasin au mois de septembre. Des rumeurs un peu maigres mais qui suffisent amplement, de par l’incroyable force médiatique et marketing du groupe de feu Steve Jobs.

Avoir l’air de ne pas y toucher…

Interrogé sur les dépenses en publicité du groupe, lors du procès qui l’oppose à Samsung, le directeur marketing Phil Schiller a commencé par une pirouette bien symptomatique, indiquant qu’Apple n’avait plus vraiment à investir puisque les fans de la marque et les médias internationaux se chargent de la communication pour eux. Une déclaration plutôt gonflée quand on sait que l’homme a dû ensuite produire des documents internes qui ont démontré qu’Apple avait dépensé plus d’un milliard de dollars en publicité spécifique pour les iPhones et iPads entre 2007 et 2010.

Ces dépenses ne sont pas ventilées, mais on connaît certaines sphères d’expertise du groupe: le placement de produit (le groupe est champion du monde en la matière), des conférences de presse magistralement organisées et des publicités léchées. Mais, surtout, il y a la rumeur. Il ne se passe pas une journée sans qu’une nouvelle “information” ne fasse le tour du web. Qu’il s’agisse d’une photo volée d’un modèle chinois de housse pour l’iPad Mini (véridique) ou d’une prétendue vis impossible à enlever. Un flot permanent, intensifié par la culture officielle du secret chez Apple, qui crée de l’attente et pose question.

…Et profiter du buzz.

“Il est difficile de dire si c’est orchestré ou non, on peut parfois en avoir l’impression, notamment en ce moment”, explique Benoît Octave, spécialiste du secteur pour l’agence Ogilvy. “Il y a tellement d’informations qui circulent actuellement sur le prochain iPhone/iPad qu’on peut se demander s’ils n’essayent pas de noyer la véritable information, un tout autre produit comme l’iTV, par exemple”.

Il note par contre que cette frénésie, cette vitesse de circulation tient aussi à l’écosystème des blogs, qui sont parfois peu regardants sur la véracité de l’information et cherchent principalement à générer du trafic, donc des revenus publicitaires. “Les sources d’informations, les techniques d’investigation sont bien plus variées: il existe par exemple un blog vietnamien qui est clairement en contact avec les employés de sous-traitants de la firme et dispose d’informations sur les pièces détachées.”

Reste que la culture du secret touche à la paranoïa chez Apple, et qu’il semble difficile d’imaginer une fuite importante au sein du groupe. “On devait déjà s’identifier par empreinte digitale dans certaines salles avant 1995!”, ajoute Benoît Octave, qui a collaboré avec l’entreprise au siège de Cupertino pendant 8 ans.

Quant à la rumeur, on se rappellera que le “Financial Times” lui-même avait relayé une information selon laquelle le premier modèle d’iPad disposerait de la reconnaissance faciale et d’une antenne pour capter la télévision…

Infographic Shows Just How Huge The App Store Has Gotten | Cult of Mac

Infographic Shows Just How Huge The App Store Has Gotten | Cult of Mac.

Infographic Shows Just How Huge The App Store Has Gotten

A week!

How long would it take you just to read the names of all the apps in the iOS App Store? According to an infographic (what we old timers used to call a “chart” or “poster”) by Tap Mag, this simple task would take you a whole week. And that’s far from all…

Tap Mag is a UK-based, iPad-published magazine about apps, and if you like both iOS and magazines, then you should really be reading it – unlike most Newsstand mags, Tap actually makes full use of the iPad’s capabilities: no afterthought PDF shovelware here.

Infographic Shows Just How Huge The App Store Has Gotten

The chart puts together a bunch of fun facts. Did you know, for instance, that Apple earns about $1,000 per minute from the App Store? Or that the $5.5 billion Apple has paid out to developers so far would fill 2.5 olympic swimming pools if counted out in dollar bills.

There’s more, but that’s what the chart is for. Check it out.


Obama Loses 36,000+ Twitter Followers in #Compromise Campaign [STATS]

Obama Loses 36,000+ Twitter Followers in #Compromise Campaign [STATS].

President Obama created a barrage of activity on Twitter on Friday afternoon when he began urging his more than 9 million followers to tweet at their Republican Congressmen to “ask them to support a bipartisan solution to the deficit crisis.”

The @BarackObama account then proceeded to tweet out the Twitter handles of Republican Congressmen state-by-state. The account has also been making use of the hashtag #compromise in an effort to drive home the message of bipartisanship.

The results so far have been mixed. According to NM Incite, the #compromise hashtag had been used more than 22,000 times and reached 36 million users (followers of accounts using the hashtag) as of around 5 p.m. ET on Friday, and people had mentioned the President some 28,000 times in tweets. NM Incite says 40% of the @BarackObama mentions and 28% of the #compromise tweets expressed positive sentiment, with only 13% and 12% of them expressing negative sentiment, respectively.

As we noted in our earlier coverage, however, some users felt the state-by-state tweets were creating way too much noise — the President has lost nearly 37,000 followers so far today. You can see the drop as the day progressed in this chart from Simply Measured:

Obama’s losses appear to have been Republican’s gains, at least when it comes to followers. The National Journal notes that Republican congressmen on Twitter picked up a total of about 6,500 new followers Friday thanks to the exposure on the President’s widely followed account.

Meanwhile, certain states seemed more supportive of the President’s campaign than others. According to data from 140 Elect LLC, Twitter users in California, Georgia and Alabama retweeted the President’s call to action the most — more than 300 times in each state — while voters in South Carolina, Mississippi and North Dakota showed the least engagement with less than 100 retweets of their state-specific message.

Meanwhile, Simply Measured took a look at the states that made the most use of the #compromise hashtag:

Members of Congress also used the opportunity to fire back at the President (or echo his sentiments) with their own tweets, as you can see in the gallery below:

What did you think of the #compromise campaign? Let us know in the comments.

Defining paid, earned and owned media (Piqûre de Rappel)

Digital, luxury, Asia… // Defining paid, earned and owned media.


With the rise in importance of social media and online PR, we’re seeing more companies change their method of budgeting, reporting and investing in media to reflect the types of sites where audiences spend their time online. The trend is towards a review of investments in the 3 main media buckets of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past.

It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level.

My take on the intersection between these new channels is illustrated by this diagram:

The main types of media are:

1. Paid media. Simple. Paid or bought media are media where there is investment to pay for visitors, reach or conversions through search, display ad networks or affiliate marketing. Offline traditional media like print and TV advertising and direct mail remain important accounting for the majority of paid media spend.

2. Earned media. Traditionally, earned media has been the name given to publicity generated through PR invested in targeting influencers to increase awareness about a brand. Of course, it’s still an investment. Earned media also includes word-of-mouth that can be stimulated through viral and social media marketing and includes conversations in social networks, blogs and other communities. It’s useful to think of earned media as developed through different types of partners such as publishers, bloggers and other influencers including customer advocates. Think of earned media as different forms of conversations occurring both online and offline.

3. Owned media. This is media owned by the brand. Online this includes a company’s own websites, blogs, mobile apps or their social presence on Facebook, Linked In or Twitter. Offline owned media may include brochures or retails stores.

It’s useful to think of a company’s own presence as media in the sense that they are an alternative investment to other media and they offer opportunities to promote products using similar ad or editorial formats to other media. It emphasises the need for all organisations to become multi-channel publishers.

You can see on the diagram above that there is overlap between the three different types of media. It is important to note this since achieving this overlap requires integration of campaigns, resources and infrastructure. Content on a content hub or site can be broken down (atomised) and shared between into other media types through widgets powered by APIs such as the Facebook API.

Note that some such as Dave Fleet and David Armano identify company owned social media as a separate channel from owned media, but social media cuts across all three.

Source :

and some other graphs on the subject :

photoEarned owned paid charat

Posted on July 12th, 2011

How Social Media Is Changing Paid, Earned & Owned Media | Share on LinkedIn

via How Social Media Is Changing Paid, Earned & Owned Media | Share on LinkedIn.

The Modern Media Agency Series is supported by IDG. IDG research shows that IT professionals are both early adopters of social media and many use it regularly. Ninety percent visit at least one social or business networking site each month. Find out more about the report here. Click here to learn why.

Those in the marketing and agency world are privy to the buzzwords “paid,” “earned” and owned.” Traditionally, they stand for the different types of media and can be easily broken down like this:

  • Paid: Buying a 30-second Super Bowl spot
  • Earned: Coverage on Mashable
  • Owned: Your company’s website

But social media has brought about a change. It not only affected how agencies themselves function on a day-to-day basis, but it also altered the definitions of paid, earned and owned media and blurred the lines between them. Now, the challenge that agencies face is figuring out how to integrate all three forms of media for maximum effect. What follows is a breakdown of what the terms mean, how different agencies interpret them, who is responsible for synthesizing the three channels and how the agencies measure success.

The Social Challenge

The conversations on Twitter and Facebook never stop — it’s 24/7/365. A brand can’t buy an ad and then call it quits — it has to continue the conversation, engage consumers and really earn that earned media.

“Why would a TV spot end and there be no URL or Facebook Page?” asks Curtis Hougland, founder and CEO of Attention. “We don’t want any ‘dead ends’ — the conversation should be ongoing and cross-platform.” Indeed, blasting consumers with banner ads and product placement isn’t enough. With social media, marketing has become more of a pull medium than a push — the audience is active and engaged, transforming marketing into a two-way street. It’s been a curveball for the industry, and agencies have had to restructure and rethink their approach to media to account for the impact of social media.

Paid, earned and owned — as terms — don’t mean as much. Grant Owens, an account planning VP atRazorfish, often finds himself “frustrated by the rigidity of the buckets.” To explain why, he looks at a brandedYouTube channel and explains why it could be classified as any of the three buckets:

  • Paid. It can cost ~$100,000 a year to manage.
  • Owned. It’s an exclusively owned URL (much like a website) and the brand has complete control of what is posted.
  • Earned. It’s “squarely social.” A YouTube channel will succeed only if consumers watch and share the videos they see. A brand needs to earn those eyeballs with creative execution of content.

And even a Facebook Page, which is free and “owned,” costs a pretty penny when you consider the fees of hiring an agency and social media specialist to manage the Page and produce content.

“To some extent, everything that’s done by a media agency is paid media,” says Andrea Wolinetz, director of social media at PHD. “Whether it’s managing a Facebook Page or blogger outreach, people get paid for that work, so it always starts from a place of paid media.”

And at the end of the day, do consumers care about these buckets? Do they see the paid, earned and owned lines drawn when they’re watching a commercial or tweeting about their favorite brand? No.

“Consumers don’t draw those lines, we do,” says Owens.

The Increasing Importance of Earned Media

So, the goal of the modern agency is to connect the dots and integrate all media for maximum results. Of the three buckets, the holy grail is earned media. Earned media can be most easily described as the result of paid and media — you buy a Super Bowl ad (paid) or you run a promotion on your brand’s Facebook Page (owned), and then and then people in the media talk about it (earned) and the Twitterverse erupts into conversation about that topic. You may shell out big bucks to flash an ad before a consumer, but you can’t force them to buy anything or tweet about it — you have to earn that consumer’s dollars and tweets, you have to engage and empower him to become your evangelist, says Sean Corcoran, an analyst at Forrester.

“Earned often requires a paid spark,” says Owens. “We have empirical evidence that a kick-start from paid media is often the difference between a cultural juggernaut and complete silence.”

Wolinetz agrees, saying that earned media is the buzz, and it’s more of an effect than a cause. “It’s what becomes of any fire that we start in a space,” whether it’s from paid media or not. Earned media is what you get when you foster such a connection with someone that he’s impelled to write a Yelp review, a blog post, a comment or a tweet, sharing their thoughts on your brand with their social network. The nice thing about earned media, too, is that it provides more insights and is much more measurable than it was before social media went mainstream.

But, “regardless of what type of media it is, you still need to conceive of its potential as earned media,” says Hougland. “You need to conceive of the distribution of the content at its conception and then filter everythingthrough its earned potential.” This is especially important, he says, when you consider that all content — whether it’s text, a video or a microsite — will be “reduced to a link” for social spheres. There were 500 billion word-of-mouth impressions made by Americans online in 2009, according to Forrester. Such volumes of word-of-mouth marketing can spread awareness of a product incredibly quickly, and it’s why earned media has become so important to a marketing campaign.

How Paid, Earned and Owned Play Together

So, is any form of media more valuable than the others? While we’ve already discussed that earned media is becoming ever more crucial — you want people to become evangelists and talk about your products of their own volition. Then again, it’s hard to get those eyeballs without making a big impression for which you have to pay big bucks. Wolinetz says that whether one is more important than the others comes down to what you’re trying to accomplish.

“We want to understand how these three media work together for a goal, whether that’s an action, or a purchase or more conversation,” she says.

In addition to the big three, the planners at Horizon Media also take into consideration social insights (also called ‘social intelligence’). Taylor Valentine, Horizon’s VP of social media and relationship marketing, says “You don’t really begin to understand the impact that [paid, earned and owned] are having on each other” unless you look at the numbers and analyze the data to see where traffic is coming from and what is spurring engagement. The raw numbers — say, 746 “likes” and 593 comments in a week on a Facebook Page — don’t provide much insight, but digging into the numbers and figuring out what people responded to will help a brand optimize all forms of media, thereby enabling the brand to create the deepest and most meaningful relationships with consumers.

The important thing to remember is that social media is not a vertical, like advertising or PR — “It’s a horizontal layer that wants to touch every part of your business, from customer service to customer acquisition to customer retention,” says Hougland. He and Owens agree that there can’t be silos anymore — the teams at the agency must play well together to come up with an idea that can dip into all forms of media. Attention’sBarbie and Ken campaign is a great example of an integrated approach. It started with a simple idea: How can Barbie and Ken get back together? And it worked very well across all forms of media and even dipped into “shared media” with the video, since both Mattel and Match benefited from the earned media generated by the clip.

Measuring the Value of Media

A media agency is driven by an objective — it needs to compel consumers to do something, whether it’s paying attention to a new product, buying something or going to a store. Just because the medium is Twitter instead of TV doesn’t mean much — media is media. What’s become most important to the agency is how successful the campaign was at accomplishing the goals.

“At this point in social media, we pretty much have metrics along the entire purchase pathway,” Wolinetz says. “We know the amount of eyeballs that something hits and how far it spreads.”

Whether it’s better to get X million hits on one post of earned media on Perez Hilton or the same number of impressions spread over 25 different sites comes down to the campaign. “Depending on your objective, one would be more important than the other,” says Wolenitz.

Hougland adds that we’re getting to the point where there are different performance metrics for each point along the marketing funnel. You can determine your effectiveness at achieving a goal, whether it’s brand health, brand awareness, brand preference or intent to buy, says Valentine. Owens puts it bluntly: Did we drive more leads and sell more cars? Did more people book hotel rooms? Do people have a better perception of the brand?

As more consumers get on board with social media, generating earned media through social shares will become an even higher priority. And that means paid and owned media — and the teams that manage each — will need to work together even more seamlessly. The barriers of the silos are broken, and they’re only going to crumble more.

Series Supported by IDG

The Modern Media Agency Series is supported by IDG. IT pros rely on social media. Technology buyers are very social online. IDG research shows that IT pros who visit a social or business networking site at least one monthly consider themselves active users. More than a quarter of the respondents are sharing IT-related news, product information and tactical tips with peers. Click here to learn more.

SocialSteve’s Blog: Integrating Owned Media, Earned Media, and Paid Media | SocialSteve\’s Blog

via Integrating Owned Media, Earned Media, and Paid Media | SocialSteve\’s Blog.

One area of great significance is the balance and planning of owned media, earned media, and paid media. There certainly are other areas, but let’s start by looking at these.

Here is how Forrester defines these media types …

So now that we have the basic definitions down, let’s talk about how these should work in an integrated fashion. I’d like to think that a picture paints a thousand words. Once in a while a single slide can do this. Now I am not talking about a complex infographic that often attempts to cram10 typical slides in on one picture. Just one shot. (I’d like to think I’ve accomplished this with my Social Media Marketing Funnel or one slider on a digital strategy) And a little over a week ago, I was at a great session hosted by Oglivy and Facebook at Social Media Week NY and I saw this one-slider for integrating owned-earned-paid media.

It was presented by Karen Untereker, Senior Digital Strategist at Ogilvy Digital Influence, as part of her presentation on a Ford social media case. I’ve replicated this slide with some minor adjustments (not nearly as pretty as the original) and I’d like to provide you with my own “playbook” interpretation …

Looking vertically across the x axis, you can see there are three time phases defined – pre-reveal, reveal, and post reveal. It is important to recognize there is opportunity and synergy for each of these phases. I always say to my brands, we want to stretch the promotion time lapse and magnitude of the event, content, launch, etc we have planned. The integration of social media allows this to happen. You should look to keep the buzz meter maximized – both in amplitude and time.

The horizontals on the y axis are three different media types. Starting with owned media, it is good to leak some content early on. This could be in the form of a teaser, trailer, or even releasing excerpts before the big promotion or reveal. By doing so, you start to create some interests and following. It primes earned media for the official reveal, promotion, or release. Obviously the reveal or promotion time is when most of your content is released. But there is also an opportunity to produce and release content after the promotion. Content that talks to and summarizes the event or launch and reinforces the reveal in a compelling and entertaining way.

Earned media is leveraging your audience and advocates to help circulate and further promote your content. It starts by having content that is worthy of sharing. Assuming that is in place, you seed your content or provide references to it in places where your audience exists. You should focus on social media methods and tactics that make it easy for word-of-mouth (WOM) sharing (one click operations). Also, think about putting incentives to share your content (owned media). This need not be monetary incentives. Often, recognition, thank you responses, and status provoke people to share. Your “owned media” generation should be continuous as people like to share “new” things all the time.

Paid media execution takes place during the actual promotion time. This is both an economical and strategic decision. Economic because you want to minimize expenses; strategic in that it focuses at the premiere time. Maximize exposure – minimize expenses doing so.

What has been discussed here is a “playbook” for integration of marketing concentrating on owned, earned, and paid media. It is not an execution plan. The execution plan will vary for each endeavor for each brand. Do your prerequisite work as I’ve described in the past – define position, identify and understand your audience, set objectives and measure, listen, be real. See “Before You Start with Social Media,” “Simplifying Social Media,” and “Executable Game Plan for Winning Ultimate Customers with Social Media.”

Remember – social media is not this stand alone thing. It is part of overall marketing strategy, planning, execution, and measuring activities. Thus, orchestrating owned, earned, and paid media is the difference between creating a sonic vibe versus a ho-hum noise.

Make It Happen!
Social Steve

Le Figaro – Médias & Publicité : Les marques médias plébiscitées par les Français

via Le Figaro – Médias & Publicité : Les marques médias plébiscitées par les Français.

Google, Facebook, TF1, Orange et M6 dominent le premier classement des marques les plus puissantes dans la vie quotidienne, établi par Havas Media.

Les médias traditionnels ne sont pas morts et enterrés. Alors que les chaînes de télévision historiques étaient, dit-on, promises à lent et inexorable déclin, elles font encore la démonstration de leur formidable puissance, selon une étude inédite de l’agence Havas Media. Le baromètre «MPG POE» que la filiale du groupe Havas dévoile jeudi montre, en effet, que deux des chaînes emblématiques françaises – TF1 et M6 – figurent aux côtés des géants des nouvelles technologies dans le top 5 des marques les plus présentes dans la vie quotidienne des Français, toutes catégories confondues.

Ce premier classement, qui prend en compte 125 marques sur 11 secteurs d’activité, a été réalisé en collaboration avec l’institut CSA auprès de 3876 individus de 15 à 49 ans, interrogés en ligne au deuxième et quatrième trimestre 2010. «Outil indispensable dans un univers médias de plus en plus mutant», selon Yves Del Frate, le directeur général adjoint de Havas Media France, cette étude analyse dans le détail «la perception de l’exposition aux marques par les consommateurs» au travers d’une double mesure.

D’une part, la fréquence avec laquelle les individus ont le sentiment d’être en contact avec les marques dans leur vie quotidienne. D’autre part, les principaux points de contacts perçus par les consommateurs rangés en trois grandes familles: les médias dits «payants» («paid»), c’est-à-dire la publicité dans les médias, le mailing et l’e-mailing; les médias «privés» («owned»), qui recouvrent les sites Internet des marques ainsi que leurs points de vente; enfin, les médias «publics» («earned») qui englobent l’opinion des proches, le bouche-à-oreille, l’opinion des internautes et le Web social. Trois dimensions qui expliquent le nom de ce baromètre «MPG POE», pour «paid, owned, earned».


«Lecture en 3D»


«Nous ne disposions que d’études focalisées sur l’audience et limitées aux “paid media”. Ce nouveau baromètre, qui sera reconduit tous les six mois, offre la première lecture en 3D du marché médias en France en permettant de quantifier le poids de chacune de ces trois familles de médias dans l’efficacité perçue des marques», précise le directeur général adjoint de Havas Media France, qui consacre 5% de son chiffre d’affaires à la recherche et aux études.

Si la filiale de Havas réserve les résultats détaillés de cette enquête à ses clients – comme Orange, Danone (première marque alimentaire à la 11e place du classement) ou Carrefour (premier distributeur à la 19e place devant Leclerc) -, elle indique que la publicité dans les médias garde un rôle prépondérant auprès des consommateurs.

Son baromètre révèle que les médias payants restent les plus efficaces avec 60% de l’impact total, devant les médias privés (30%) et les médias publics (10%). Le Web social gagne du terrain mais les avis d’internautes ne représentent que 19% de l’impact des médias publics. Les 81% restants proviennent encore de l’opinion des proches, qui reste déterminante «quel que soit le canal».