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DMC 4 fi

The document discusses the PESO model, which categorizes digital media into Paid, Earned, Shared, and Owned types, emphasizing their interconnected roles in a brand's content strategy. Earned media refers to organic mentions and coverage from third parties, while shared media involves content shared on social platforms, both of which can significantly impact brand perception. Owned media consists of content created and controlled by the brand, serving as the foundation for effective digital campaigns and audience engagement.

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DMC 4 fi

The document discusses the PESO model, which categorizes digital media into Paid, Earned, Shared, and Owned types, emphasizing their interconnected roles in a brand's content strategy. Earned media refers to organic mentions and coverage from third parties, while shared media involves content shared on social platforms, both of which can significantly impact brand perception. Owned media consists of content created and controlled by the brand, serving as the foundation for effective digital campaigns and audience engagement.

Uploaded by

wassilabassel10
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DIGITAL MEDIA

CAMPAIGNS
LECTURE 3
Types of Digital Media
continued:

The PESO model identifies the four


media types- Paid, Earned, Shared,
Owned- and merges them together.
Earned Media:
is the organic response your brand gets from other sources. It’s content that other
people and publishers produce about your company/brand. This includes reviews, if
customers recommend the brand by online word of mouth or through social media.
Also, social media shares, press about your brand, and more. In addition, if the media
campaign earns media coverage and the support of public figures, celebrities, and
experts in the related field.

Traditionally, earned media is a PR press release Today, PR and marketing professionals


sent to journalists who may include the brand or aren’t just pitching journalists or TV/radio
personnel; they’re pitching bloggers and
awareness campaign in a featured story or
social media influencers with large number
mention it in an article in some way, whether it’s a
of followers who trust the influencer’s
print or online publication. recommendations.
In addition, they’re sending pitches to editors and webmasters of relevant websites inquiring
about including a backlink to a piece of owned content or to contribute a guest post (which
usually includes a link or two back to the brand’s website). This enhances the authority and
credibility of your business to audiences — and to Google, which rewards backlinks by boosting
the rank of content in the Search Engine Results Page (SERP). The page that a search engine
returns after a user submits a search query.

In this sense, search engine optimization can be considered an earned media play. Though there
are more than 200 factors that Google assesses to rank content, securing quality backlinks from
websites with a high domain authority that are trusted by the public is a critical factor to boost
rankings.

To gain earned media is challenging. Whether it’s securing coverage in a print magazine, a blog,
or on an influencer’s Instagram page, it’s tougher than ever for your pitch to stand out. Fifty
seven percent of the highest-ranking publishers in importance receive between 50 to 500
pitches each week.
Shared Media:
Shared media could be considered a sector of owned media because you own the content that is published
to your social media platforms. High rate of reach in the form of views, likes, shares, comments give an
impression on the level of campaign success.

Once you share something to your social media channels, what happens next is out of your hands. The
engagements, comments and shares your content receives is up to your audience. It’s online word-of-mouth,
so you lose the ability to control exactly who is sharing your content, what they’re saying about it and where
it’s happening.

The slightest mistake can turn into a viral post that could EasyJet’s response was quick (15 minutes) but missed the mark. They
be damaging to your brand. Take this example in August asked the poster to delete the picture. The response understandably
angered Twitter users, who criticized the brand for its handling of
2019, a passenger on an EasyJet flight from London to customer issues.

Geneva tweeted a photo of a woman sitting on a backless The airline’s spokesperson said EasyJet complies with all safety
seat. The tweet went viral with over 40,000 likes and guidelines.

20,000 retweets. The European Aviation Safety Agency Key lesson: EasyJet turned a minor issue into a top PR crisis with how
and International Air Trade Association were tagged in the they responded. Asking the poster to remove the picture before
investigating the issue was a grave misstep.
post.
Another brand that came under fire for racism was Dolce

EXAMPLE & Gabbana in 2018. To promote a runway show in


Shanghai, the brand released three ads showing a
Chinese model attempting to eat Italian food with
chopsticks.
This Instagram caption degrades Chinese culture while elevating Italian culture.
Note the ironic #DGLovesChina. The superstition about giving gloves is that you
will have a fight with that person. The ads were viewed as disrespectful, racist,
sexist and stereotypical, prompting a swift backlash from Chinese consumers,
celebrities, media and even the government.

Things escalated when Stefano Gabbana allegedly responded to the backlash with
derogatory remarks about China. The fallout was swift, severe, and sustained. The
Shanghai show was canceled, Chinese celebrities terminated their contracts, and
major stores stopped carrying the brand’s products. To date, D&G hasn’t been able
to sign an endorsement deal with Chinese celebrities. Dolce & Gabbana's overall
sales fell 15% to about 1 billion EUR in 2021. Because of the failure in the Chinese
market, D&G's stock price was also greatly affected. Its losses reached 4.8 billion
EUR just eight days after the scandal occurred.
Key lesson: While D&G removed the ads and publicly apologized, the private
messages by one of the founding designers negated those efforts. When faced
with backlash over a wrong move, quickly apologize and don’t make justifications
for your actions.

But when a social media campaign is well-received, it can generate incredibly


rewarding results. When it comes to shared media, the social posts you craft are
just part of the equation. In many cases, owned, earned AND paid media can all
turn into shared media if people find the content worth talking about and sharing
with others. It’s a powerful way to spread awareness of your brand, gain new
followers and even generate new customers.
Owned Media:
is content produced and owned by your brand. Any online asset that you control like websites, blogs,
eBooks, podcasts, mobile applications or social media channels.

These assets serve as the foundation to make all of your paid, earned and shared channels work. You
can’t launch a campaign without telling a story or sharing a message. It’s estimated by researchers
that customers will manage 85% of their relationship with a company without ever talking to a human.
Additionally, Synchrony Bank (former GE Capital Retail Bank) Shopper Study states that 81% of
consumers research a product or service online and compare prices and financing offers before
making major purchases.

The way that most of your customers will first communicate with a brand is
through its owned media (even copy and creative assets in a paid ad are Then, document a content strategy, which will help you
considered owned media), making it the most critical component of this model. understand your brand’s audience personas, the keywords to
target, what topics and types of content to create, the
Aside from the cost of resources to create content, owned media is free. But platforms where you’ll publish content and how to measure
performance. Once a trusty and productive team is in place
depending on your organization’s goals and team size, content creation could
and there’s more content in the queue, you’ll be able to
be a budget buster. To build a library of owned content, look into options such
determine how content will be used in the rest of your
as hiring internally, recruiting freelancers, or working with an agency. Or
channels.
develop a combination of the three.
All four media strategies work together. But it all comes down to creating owned
content that is useful to your audience. This content could power a paid media
campaign, which could lead to earned media benefits through social sharing and
other online conversations.
Paid, earned, shared and owned media combine to make up your brand’s entire
content strategy. Each media type serves a specific purpose. Understanding where
each one fits in the sales funnel helps you build a well-rounded digital presence.
THANK YOU !

DR . ASEEL DESSOUKY

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