WE COMBINE READING about Nick Burcher's view of paid, owned and earned media with in-class discussions about the most-highlighted passages of Burcher's book for discussion.
-- The brand effects of Adwords. A 59% increase in unaided awareness occurs when users visit the promoted website.
-- Engagement today isn't just pouring a message on their head and hoping they get wet. It really is understanding that you must be present on a conversation when they want to have it, not when you want to.
-- Owned media has the most control but smallest reach, followed by paid, and them earned, which has the least control bit the highest potential reach.
-- Designed cleverly enough, market research surveys will answer any question you can think up. But they can't tell you what you never thought to ask.
-- Robert Cialdini posits six principles of influence, including "social proof" about following others. Social proof can be used to stimulate a person's compliance with a request by informing him or get that many other individuals, perhaps some who are role models, are of have observed this behavior. Social proof is most influential under two conditions-- uncertainty (when people don't know what to do they will look to follow others) and similarity (people will follow those who they believe are similar to themselves).
We look at these common highlighted passages in the Web Analytics module during the creative multimedia degree programme in the Limerick Institute of Technology.
Nick Burcher -- Paid Owned Earned: Maximising Marketing Returns in a Socially Connected World ISBN 074946562X
