The Influence View of Content – seeking something more useful than 'paid, owned, earned'

Mon, 14 Nov 2011 00:00:00 +0000

[Version 0.1 « work in progress needing your critical feedback. Also available as a PDF if that suits you better.]

Précis

Categorising media as Paid, Owned and Earned isn’t particularly useful. In fact, it simply appears to reinforce increasingly irrelevant functional silos.

The Influence View of Content aims to establish something more useful. It’s a perspective that seeks to help influence professionals think about how influence goes around and comes around in line with the Influence Scorecard framework .

Definition: Influence – you have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.

Definition: The Influence Scorecard – serves as both the methodology for defining influence strategy and the tool for executing it.

Paid Owned Earned

With the proliferation of what used to be known as “new media”, it was natural to attempt some sort of descriptive taxonomy:

Media-Taxonomy on Philip Sheldrake

The Influence View of Content – seeking something more useful than 'paid, owned, earned'

Précis

Paid Owned Earned