Nick Burcher is head of Social Media and Digital Innovation at ZenithOptimedia Worldwide. Based in the UK, he has been part of the ZenithOptimedia family since 1997 and his new book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World draws from his decade plus of experience.
Paid, Owned, Earned examines the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and Nick’s opinion it provides a framework on how best to approach the fragmented media landscape.
The publisher describes the book a follows:
“The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today’s marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it’s difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of ‘paid’, ‘owned’ and ‘earned’ media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.”
Praise for Paid Owned Earned:
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 )
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” )
Today we need a new framework to think and undertake marketing communications. One that is relevant to changing times and new behaviors. We believe Paid, Owned and Earned is the new framework and this book is a manual on how to refurbish and retool your mind and your company to this new reality. Read it. It will make you smarter. (Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi)
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 )
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 )
Read the first chapter of the Paid, Owned, Earned:
http://www.scribd.com/doc/81930820/Paid-Owned-Earned-by-Nick-Burcher
