Online Media - owned, earned, paid and shared.

1. ONLINE MEDIA MATRIX
A Guide to Integration

2. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email
partnerships, sponsored
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page,
YouTube channel

3. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email
partnerships, sponsored
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial Owned Media
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page,
YouTube channel

4. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email
partnerships, sponsored
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial Owned Media
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page, Earned Media
YouTube channel

5. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email
partnerships, sponsored
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial Shared Media Owned Media
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page, Earned Media
YouTube channel

6. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email
partnerships, sponsored Paid Media
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial Shared Media Owned Media
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page, Earned Media
YouTube channel

7. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email SCALE
partnerships, sponsored Paid Media
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial Shared Media Owned Media
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page, Earned Media
YouTube channel

8. Online Media Matrix
◼ Paid Media - Advertising.
Rich media, AdWords, Email SCALE
partnerships, sponsored Paid Media
take-overs
◼ Owned Media - Web sites.
Corporate site, brand site,
microsites, newsletters
◼ Earned Media - ePR. Editorial Shared Media Owned Media
coverage on forums, blogs,
social networks
◼ Shared Media - Social
outposts. Corporate Twitter
account, Facebook fan page, Earned Media
YouTube channel
INFLUENCE

9. Online Media Matrix
Media Type Benefits Challenges
Immediacy Clutter
Paid Media Scale Response rates
Control Low credibility
Credible Lack of control: positive and negative
Earned Media Transparent Hard to scale
Longevity Hard to measure
Control
No guarantees
Scale
Owned Media Low credibility
Longevity
Paid drives audience
Versatile
Lack of control
Existing audience
Requires constant governance
Retains value of paid support
Shared Media Commitment to transparency
Credible
Versatile Hard to measure
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
3
http://davefleet.com/2010/03/evolving-social-media-marketing-ecosystem/

10. Online Media Matrix
Paid Media
Shared Media Owned Media
Integrated
[Online]
Marketing
Earned Media
INTEGRATED ONLINE MARKETING = INFLUENCE + SCALE