The emergence of social media has allowed consumers to express themselves in an even faster way and to compete with traditional communication channels. Today, brands are facing immediate expression of consumers and are exposed to new forms of criticism which have become much faster. Consumers have become brand ambassadors or wild opponents according to their expressed opinions. Social media offers therefore a wide field of study for measuring the perception of a brand in almost real-time. In order to master this visibility, it is necessary to be able to measure it and to put it in comparison to the existing traditional communication channels. This free visibility generated by information professionals and by consumers is called Earned media. The consideration of Earned media as a major indicator of the perception of a brand is the essential missing link to establish a coherent communication strategy. The POE model (Paid, Owned, Earned) is hence transformed into an EPO model which allows to stimulate the communication strategy of a brand by crossing the various indicators between them.
Join us on the 23rd of September 2014 to find answers to all these questions and a lot more about Paid, Owned and Earned media.
Location: Diamant Building, Conference & Business Center, Bd A. Reyers 80 1030 Brussels.
All information here.