It’s not who’s telling your story but whose story you’re telling.
Watch the following video and ask yourself how this would have turned out if the brand had commissioned an agency to create the same story. It’s been done a million times but is it an authentic experience?
PAID vs EARNED MEDIA APPROACH TO CUSTOMER EXPERIENCE
|Paid Media||Earned Media|
|Model||Top-Down Model, One-to-One or One-to-Many||Bottom-Up Model, Many-to-Many|
|Strategy||Above the line, Below the line, buy media space, celebrity endorsement, brand ambassadors, create ‘buzz’||Help Fans tell their story, word of mouth|
|Tactics||Campaigns, Big Ideas||Grass roots movements, Co-creation with Fans|
|Role of the Brand||Hero/star of the brand narrative. Brand uses resources to buy media space, promote the narrative||Customer is hero/star of the narrative. Brand uses resources to create tools and platforms for the customer to share this narrative.|
|Measurement||Awareness, brand equity, share of mind, top of mind, ‘buzz’, recall, impressions, eyeballs||Recommendation, Earned Media Indexes, NPS|