Yesterday, during a spirited panel discussion I moderated at Cincinnati's Digital Hub Conference featuring P&G's Dave Knox, Empower's Kevin Dugan, and former P&G digital leader Suzanne Tosolini, we talked a fair amount about how to balance "Paid" versus "Earned" media, a question I've been thinking about constantly at Nielsen and beyond. It's a mission critical question -- one with massive implications for both marketing and operational investment -- and it was no coincidence that I used this as a foundational slide to prod and catalyze the conversation on the topic of using social media and digital to build great brands.Dachis's David Armano's very early industry prodding on this framework) includes a third wheel called "blended media." Here is an attempt to acknowledge that paid media often serves as a critical stimulus or even vitamin for "earned media." Moreover, in a world of crowdsourcing and co-creation, "earned media" is increasingly becoming a core input into the paid equation. Yes, we must always accomodate that fuzzy middle.
Needless to say, our discussion on the matter was lively and spirited, and I hope it continues to drive and advance the conversation during the second day of this event which features keynotes from Peter Kim and Bob Gilbreath and presentations from many others, from Jason Falls and Jack Graydon. BTW, if you want to follow this excellent conference, the Twitter hashtag is #dhi09 or just click this link.
Thanks again to Dave, Kevin, and Suzanne for a most excellent panel. And congratulations to all the event organizers, especially Jack Streitmarter or ScreamingBob Media and the Cincinnati Ad Club. Outstanding!!!
- Pete (twitter.com/pblackshaw)