There are three types of media that are important for digital marketing success: owned, paid, and earned. Owned media includes a brand's own platforms like websites and social media channels. Paid media involves promoting owned content through paid advertisements. Earned media refers to unpaid mentions and sharing of a brand's content. These three types interact and influence each other. While owned media gives the most control, earned media is the most effective but also hardest to control since it involves third parties. It is important for brands to monitor and respond appropriately to earned mentions, both positive and negative, in order to maximize success.

1. OWNED, EARNED AND BOUGHT
MEDIA
How each influences the other and
cause brands to change and respond
https://pixabay.com/en/social-media-board-structure-1157114/

2. BUT WHAT DOES EACH TYPE MEAN?
THERE ARE 3 TYPES OF MEDIA
NECESSARY FOR DIGITAL
MARKETING SUCCESS
Owned
Paid
Earned
all working together to bring brand success

3. OWNED MEDIA
Some examples
your website, retail stores,
blogs, social media channels, apps
and brochures.
" These assets offer a more controlled -- but not
overly promotional -- message about your
company.*
- Meyer, 2016
is any communication channel or
platform that belongs to your
brand that you create and over
which you have control.
-Shea Bennett, (2014)

4. PAID MEDIA
http://www.publicdomainpictures.net/pictures/30000/velka/one-
is anything that is paid for to drive
traffic to owned media properties – you
pay to boost your exposure through the
channel.
-Bennett.
Some examples
print ads, TV ads, display
ads, paid search,
Facebook advertising
and Promoted Tweets.

5. EARNED MEDIA
is when people talk about and share your
brand, products and services, either in
response to content you’ve shared or via
voluntary means. In other words, free
publicity
-Bennett
Some Examples
Retweets, Likes,
YouTube comments,
other social shares,
bloggers writing about
you, online reviews and
general word of mouth.
https://static.pexels.com/photos/267477/pexels-photo-267477.jpeg

6. BUT ALL INTERACT WITH AND INFLUENCE
EACH OTHER
https://c1.staticflickr.com/6/5621/21032898246_3dd1590db8_b.jpg

7. Owned media can manipulate earned and
bought media due to the brand wanting to get
a certain message out across all platforms
http://www.publicdomainpictures.net/pictures/190000/velka/hintergrund-tapete-
1473337033nnu.jpg

8. Paid and owned media can manipulate earned
media via the brand putting out only the
information it wants people to see or hear.
https://upload.wikimedia.org/wikipedia/commons/a/ae/Metal_movable_type.jpg

9. As the owned media puts the message out, the
bought and earned mentions change it...
https://c1.staticflickr.com/9/8671/28083375162_ded8c8ecc3_b.jpg

10. For example, a sponsored tweet may receive a reply
that encourages a change to the brand's
advertisements, or a negative mention
may shift how the company handles complaints via
the website.
https://upload.wikimedia.org/wikipedia/commons/d/da/Internet2.jpg

11. Earned media is the most difficult media to
regulate as it is all third person controlled.
https://upload.wikimedia.org/wikipedia/commons/9/91/The_Art_of_Social_Media.jpg

12. but it is also the most
effective
"Earned media is
the most trusted
and influential
source of
commercial
information"
-Charity
Stebbins, (2015)
https://static.pexels.com/photos/1252/fashion-wristwatch-time-watch.jpg

13. Earned media happens almost exclusively on social media ,
through something called "'rented media"
https://upload.wikimedia.org/wikipedia/commons/f/f8/For-rent-sign.jpg

14. "Most social media is
rented, not owned.
Facebook, Twitter, and
LinkedIn are your
landlords and you
just lease the space."
-Mark Boncheck, (2014)
Rented equals less
control

15. "Recognize
that earned
media is a
result of
brand
behavior."
Brands need to
-Sean Corcoran, (2009)

16. Therefore, earned media can
also be a negative...
https://pixabay.com/p-95477/?no_redirect

17. Earned media, when
negative,
can hamper your
brand's success

18. If a brand suffers a potentially damaging event , the response
is key. It's up to them to own the situation

19. If they respond well and in a timely manner, they
probably won't suffer.
https://pixabay.com/p-917364/?no_redirect

20. but if they respond badly the situation
can get out of hand, and spiral out of
control
https://upload.wikimedia.org/wikipedia/commons/b/bd/Oracle_plane_downward_spiral_smoke.jpg

21. "Engaging in dialogue with angry online users who do not want to
hear the organization's view is unlikely to resolve a crisis."
Larissa Ott and Petra Theunissen, (2015)
They must learn to read the situation

22. Interaction and openness during a social media crisis is crucial. By
handling situations correctly brands can turn negative earned
mentions to positive ones, and maybe even earn some new fans.
https://upload.wikimedia.org/wikipedia/commons/8/8b/Neon_Open_green.jpg

23. Citations
Paid, Owned and Earned Media: What's the Difference? Shea Bennett [INFOGRAPHIC]
2014 23 - http://www.adweek.com/digital/paid-owned-earned-media-meaning
The Difference Between Earned, Owned & Paid Media (And Why It Matters for Lead Gen)
Kelsey Meyer - https://blog.hubspot.com/marketing/earned-owned-paid-media-lead-
generation#sm.0000051pukwys5fr4w5zrzvvgihqu
Reputations at risk: Engagement during social media crises Larissa Ott-Petra Theunissen -
Public Relations Review – 2015
http://journals2.scholarsportal.info.proxy.queensu.ca/details?
uri=/03638111/v41i0001/97_raredsmc.xml#body-SEC0015
Sean Corcoran's Blog http://blogs.forrester.com/interactive_marketing/2009/12/defining-
earned-owned-and-paid-media.html
Bonchek, M. (2014, October 10). Making Sense of Owned Media. Harvard Business Review .
doi:http://web.a.ebscohost.com.proxy.queensu.ca/ehost/pdfviewer/pdfviewer?
sid=b2a5a1fb-c8f7-4fdb-a20e-1c522cd1c3e7%40sessionmgr4007&vid=1&hid=4204
What Is Earned Media? 50 Stats That May Surprise You
Charity Stebbins - https://www.conductor.com/blog/2015/07/earned-medi