The rise of PWNED Media
January 28, 2013 5 Comments
Recently, I had the privilege to speak at the Dallas Digital Summit discussing the convergence of owned & paid media. The talk covered the importance of visual storytelling and the intersection of real-time paid amplification.
One of the outputs of the presentation is a new phrase that better defines the intersection of paid & owned media. Being a gamer of course I gravitated towards “PWNED media” as the new descriptor for this emerging trend.
There is a consistent theme coming from Facebook regarding owned content strategies. Whether it’s a Facebook conference, on-site at Menlo Park or other interactions with Facebook team members you will consistently hear the phrase “Storytelling”.
This definitely makes sense as Facebook’s platform is organized around the generation and amplification of stories.
With this in mind, one of the more powerful elements to incorporate into an owned content strategy is visual storytelling.
Think about this for a moment… when we were first learning to read, our parents most likely used picture books to begin to create associations between visual images and the context of the story.
The same thing still happens now as adults.
A picture paints a 1000 words, images are more powerful storytellers than words. Within Facebook, timeline now showcases and rewards brands that use visual imagery to help tell the brands story.
Creating engaging visual content is definitely the first step to maximize the platform, but there is another step to further drive the reach and impact of visual content.
This is where the paid portion of “PWNED Media” comes into play. Instead of having a separation between owned content & paid campaigns, there should be an intersection to drive a more efficient media spend.
One of the ideal methods to drive engagement both within an existing fan base and beyond is to execute real-time amplification of engaged content.
In layman’s terms take owned content that people are already engaging with and add it to the targeted paid inventory to further maximize the reach of content that people already find interesting.
This is done by setting a pre-determined virality rate based on the size of the fan base and a carefully calculated threshold based on engagement.
This ensures that content that users find compelling can be maximized on behalf of the brand and also serve as an acquisition driver for like-minded fans that align with the persona of the brand.
To my knowledge only 2 brands are actively executing a “PWNED Media” strategy and I lead the social strategy for one of them. If you are interested in hearing more about real-time amplification in action please reach out to me.
Follow Tom Edwards @BlackFin360