Paid Owned Earned media planning model

2. Partial ‘editorial’ control

4. Partial ‘editorial’ control

6. Full ‘editorial’ control

8. No ‘editorial’ control

9. No ownership Your network’s media spaces; media relations, blogger relations, community relations Beyond 1st Generation Exposure Content Beyond 1st Generation Exposure 1st Generation Exposure 1st Generation Exposure Network Media Owned Media Earned Media Aka WOM, buzz, viral effect While the other media spaces generate opportunities for 1st generation exposure, earned media generates 2nd, 3rd, 4th etc generation exposure. People using their own media spaces; sharing, tweets, likes, comments, check-ins, reviews, bookmarking and conversation Content To successfully move out from 1st generation exposure into the earned media space, content needs to provide one or more types of value. 5 Value Types; Entertainment, Utility, Information, Monetary & Emotive - http://bit.ly/6T14cl 1st Generation Exposure Earned Media Earned Media Beyond 1st Generation Exposure Creative Commons: Attribution-Non-commercial-No Derivative Works 2.0 UK: England & Wales License