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Paid, Owned, Earned: Maximising Marketing Returns in a Socially Connected World

Paid, Owned, Earned: Maximising Marketing Returns in a Socially Connected World [Kindle Edition]

Nick Burcher
4.7 out of 5 stars  See all reviews (3 customer reviews)

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Product Description


"Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style." (John Taylor, Chairman, ZenithOptimedia Worldwide)

"Paid, Owned, Earned should be required reading for anyone who works in media and marketing. This isn't just the future but the present. If you're not sure why your career hasn't taken off or why your products aren't selling it may be because you don't understand the concepts so thoughtfully articulated in this book." (Shiv Singh, Global Head of Digital, PepsiCo Beverages and author of Social Media Marketing for Dummies)

"Paid, Owned, Earned is essential to understanding the new marketing landscape.In this book Nick Burcher not only explains how everything from search to social to TV is inter-connected, but tells you how to succeed. Ignore this book at your peril!" (Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly and co-author of Search Engine Marketing, Inc)

"Nick's book is easily the most complete and actionable contribution to date to the 'Paid, Owned, Earned' conversation. And it comes at a time when the power and potential of "earned media" is driving really hard yet urgent questions across the enterprise: how to fund community managers, how to 'socialize' offline assets like TV and packaging, how to think about 'profit center' versus 'cost center' aspect of customer service. He's easily 'earned' this testimonial" (Pete Blackshaw, Nestlé Global Head of Digital Marketing and Social Media and author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000")

"In a fragmented media landscape that is in constant change it is difficult for advertisers to get an understanding of the underlining dynamic and constantly changing concepts. Nick clearly understands both the theory and the practical implications and this book will help advertisers to enter the stage better dressed and more qualified." (Rene Rechtman, Head of AOL EMEA / CEO goviral)

"Paid, owned, earned is the most misunderstood phenomenon of the social media revolution. This book is the first grown-up work that seeks to understand and explain the connection between the different elements without a biased view from one side of the triangle." (Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer)

Book Description

Paid, Owned, Earned is about the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and original thinking it provides a clear framework on how best to approach the fragmented media landscape.

Product details

  • Format: Kindle Edition
  • File Size: 691 KB
  • Print Length: 297 pages
  • Page Numbers Source ISBN: 074946562X
  • Publisher: Kogan Page; 1 edition (3 Mar 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B007C24FSW
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: #410,544 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

Nick Burcher is Head Of Social Media EMEA at MediaCom, one of the world's largest global media agencies and a part of WPP. With 17 years industry experience, Nick has worked across the whole spectrum of Paid, Owned, Earned (including social media for six years) and is the author of 'Paid, Owned, Earned: maximising marketing returns in a socially connected world.'

Working with a wide range of UK and international clients, Nick has further built his reputation through both speaking at industry events and maintaining his own social media presences at and, more recently,

Customer Reviews

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4.7 out of 5 stars
4.7 out of 5 stars
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
4.0 out of 5 stars A book worth the small investment 10 May 2012
Format:Paperback|Verified Purchase
Was delighted to find a book about this very current topic. Worth buying if you are a student, academic or practitioner specialising in Marketing Communications.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Essential Reading 14 Mar 2012
As the lines between traditional media continue to blur and technology increasingly impacts and defines user behaviour, Nick's "Paid Owned Earned" offers a framework of understanding that enables marketers to navigate through complex, ever-evolving concepts and articulates clearly the growing impact and accountability of social media. Essential reading for anyone in the business of media.
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1 of 1 people found the following review helpful
Understanding the value of social media is still a tall order for many businesses, both large and small. Understanding where it sits with their other digital and offline marketing can be even more difficult to fathom. As the title of the book suggests, "Paid, Owned, Earned" breaks everything down into 3 areas and expertly deals with each and how areas such as TV, content marketing, SEO, social and many more overlap, and how each are integral to the success of the other.

It's rare that you find an author who clearly understands, and has experience in each area, but Nick's trademark use of left field (yet perfectly hitting the nail on the head) analogies makes this a book that's not only a fun read, but will have you reaching for your pen and paper so you can put some of Nicks ideas into practice. A must read for anyone in the marketing industry.
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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  5 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars Clued me in, big time 8 May 2012
By Drea Knufken - Published on
I first picked up this book because I needed an education on how to market my own material online (and I really trust the books that Kogan Page publishes). I've read several books on online marketing and social media, but frankly, they all read like hack jobs. "Just do these four things, we're not going to tell you why, and by the way, I'm Gen-Y and of course I'm right because I'm wired differently from you, fool." OK, not in those words, but that was the gist of these sorry tomes.

Burcher's book is much, much better. Not only does he provide a theoretical background on how advertising has changed, giving my brain a framework to start from, but he explains what works and why. I can't say I absorbed more than 1/4 of the book on my first read, but I learned enough to know that I need this book as a reference going forwards. I picked out about 7 things I need to do for my own online marketing strategy, which is fantastic. I also feel like I understand online advertising on a level that I previously didn't.

Below is the official review I wrote for a blog called Business Pundit. I'm not sure it's any more useful than what I wrote above, but nice if you like having loads of details before you buy:

From TV spots to social media, the tools of modern advertising have become diffuse. With so many channels available, where do you start? Should you sacrifice old media for Twitter? How do you get something to go viral?

The truth, according to "Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World," is that new media hasn't replaced old media. Rather, advertisers are operating in a new digital ecosystem, one based around networks, behaviors and people. The idea is to build a media system that optimizes your brand's presence. There are three main components at work:

Paid channels, including advertisements and search. These feed users into owned and earned locations.
Owned content hubs (your website, social media, apps, events, etc.). These dedicated online assets make brands available for conversation when the consumer wants to have it, which is 24/7.
Earned media, which happens when customers, community, viral content, etc. contributes to word of mouth, brand credibility and loyalty.

In his in-depth look at modern advertising, ZenithOptima Head of Social Media and Digital Innovation Nick Burcher breaks down today's complex media landscape into digestible bites. Rich in case studies, theoretical background and research, "Paid, Owned, Earned" acts as a software upgrade for the advertiser's brain. If you've ever wanted to know what works in today's media world, why it works and how to execute it, pick up this book. If you're a seasoned online marketing expert, some of Burcher's tips will be familiar, but the theoretical background and insights he provides will still make the book worth reading.

Rich in depth and detail, "Paid, Owned, Earned" starts by covering the ways in which traditional models for advertising have changed. Next, Burcher addresses listening, an important precursor to building advertising objectives and strategy. Once advertisers have mined social media chatter and feedback to learn how their brands are perceived, they can build an executable paid-owned-earned system from there.

Burcher then goes into the mechanics of the paid-owned-earned process -- what each segment contains, how to best harness it and how to make it an interdependent part of the entire system. Among other components, that includes the creation of social hubs and content and optimizing campaigns. Tools like viral seeding and harnessing mass media in order to gain paid traction are discussed, as are more qualitative strategies, like how to distribute content so that it spreads, and how to use customer service as a branding tool. In the end, Burcher discusses measuring campaign success, qualitatively and quantitatively.

The idea of building a viral brand is attractive, but nebulous. Burcher himself admits that there's no one-size-fits-all approach to getting something to go viral. But by educating readers on the new definitions around advertising, and by providing theory- and experience-backed tips on what to do, Burcher gives readers the tools they need in order to design their marketing system for success.

(Book review by Drea Knufken)
1 of 1 people found the following review helpful
5.0 out of 5 stars Great Resource!! 1 Dec 2012
By Meg Crawford - Published on
Working as a social media marketing specialist, I have read numerous "industry" books covering everything from SEO to digital marketing. Burcher's Paid, Owned, Earned has been a breath of fresh air! He concisely and clearly lays out best practices in the interactive marketing space while telling a compelling story. The real-life examples are especially supportive of the overall goal of the show how the marketing and communications landscape has forever been changed with the advent of the internet and social. I would highly recommend this book for anyone needing serious resources and guidance on elevating their digital marketing strategy.
1 of 1 people found the following review helpful
5.0 out of 5 stars Nick Burcher is an excellent writer! 19 Mar 2012
By mike onghai - Published on
Format:Paperback|Verified Purchase
Nick Burcher has written a very timely and comprehensive book discussing Paid, Owned and Earned. For example, his writings about where Facebook Ads is going in the future is spot on. And to think that his book is published only a few days after Facebook launched the fMC (Facebook Marketing Conference)!
I could not put down the book because I was really absorbed into it. His book is helping me guide AppAddictive, the company where I am founder and President. We are developing the products that will shape the future of advertising : Social Advertising. Earned media has been around since the beginning of time --- "word of mouth". But Facebook and social media is making "word of mouth" measurable now in the digital age. The other book that I recommend is "Grouped" by Paul Adams. These 2 books are essential reads for any big advertising agency.
1 of 1 people found the following review helpful
5.0 out of 5 stars Great reference 9 Mar 2012
By Kimday - Published on
Format:Paperback|Verified Purchase
This book contains many numbers of helpful cases, academic findings, and appropriate frameworks to understand what is happening in marketing communication fields, and what marketing communication practitioners need to do for successful branding.
5.0 out of 5 stars A marketer's future - this is it! 11 Sep 2014
By Hans van der Meulen - Published on
Format:Kindle Edition|Verified Purchase
We're living in times of information overload, so much data, so little knowledge...

Are you a marketing or communications professional?

Then forget everything else.

Just read this book and you're ready for the coming years.
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