{"id":12559,"date":"2012-09-03T05:43:05","date_gmt":"2012-09-03T12:43:05","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=12559"},"modified":"2012-09-08T04:58:28","modified_gmt":"2012-09-08T11:58:28","slug":"breakdown-converged-media-workflow-coordinating-paid-owned-earned","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2012\/09\/03\/breakdown-converged-media-workflow-coordinating-paid-owned-earned\/","title":{"rendered":"Breakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)"},"content":{"rendered":"

The purpose of this post is to serve as an industry reference for converged media workflows: How companies will coordinate<\/em> paid, owned and earned as one orchestration. \u00a0This is continued coverage on Converged Media, read the full report<\/a>.<\/p>\n

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Business Needs<\/strong>
\nCustomers already experience advertising, corporate content, editorial, and social media at the same time, often in an integrated manner, although most brands do not approach the experience in one deployment. As Facebook, Twitter deploy social ads that utilize earned and owned content amplified by paid, these worlds are quickly merging. Brands that want to achieve the best experience for their customers in digital channels must approach in an integrated converged method, and understand how to utilize each channel’s strength. Brands that don’t have these workflows are at risk for inefficiency, and give agencies an opportunity to lead. Brands that produce these workflows working with agency and software partners can deliver an orchestrated experience. <\/p>\n

Converged Media Workflows Represent Complexity in a Simple Graphic<\/strong>
\nThis is continuing coverage of research I’m conducting with Rebecca Lieb (Bio<\/a>, Blog<\/a>, Twitter<\/a>, Books<\/a>), my co-author on this report as well as Jessica Groopman (Bio<\/a>, Twitter<\/a>), researcher. I recommend you first read the whole report on Converged Media (Paid, Owned, and Earned)<\/a>, in which we didn’t go into depth into the workflow that we found. \u00a0As the industry starts to combine these often disparate channels, we’ll see new forms of workflows emerge that coordinate all these channels. \u00a0Don’t be fooled by these simple diagrams, as each step transcends a different channel, intense coordination is required on brand side, agency side, as well as software. \u00a0A new ecosystem of players will also converge in order to serve this new workflow, and professionals that run to meet this future need now will be ahead in their careers over those that do not.<\/p>\n

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Definition: A Converged Media Workflow is a simple yet comprehensive diagram that represent complex streams that coordinate paid, owned, and earned channels in a holistic manner across an entire customer experience –beyond a siloed approach. As a result, the entire customer experience has a greater net benefit to customers and brands than individual deployments.<\/em><\/center><\/p>\n
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Start with Strategy
\n<\/strong>Companies should not approach the Converged Media approach without first having a goal in mind, as there are significant changes that happen both internally, with agency partners, and new software requirements. \u00a0To get the most return in your effort, start by:<\/p>\n