To conclude our Extole blog series, 5 Ways Facebook’s Open Graph Will Impact Your Marketing, we will look at how the Open Graph will facilitate the convergence of paid, owned and earned media types.
The convergence of paid, owned and earned media is top of mind for marketers today. How do you leverage owned media channels to drive more earned media? And how can you use earned media to drive more effective paid media? Altimeter recently released the report, The Convergence Media Imperative: How Brands Must Combine Paid, Owned and Earned Media, which highlights that it is only by leveraging a combination of these approaches that the offering of on-demand content can reach optimal value. Facebook’s Open Graph and Sponsored Stories bring it all together, providing a canvas for marketers to test out the impact of converged media types.
With the Open Graph, brands can engage consumers across all owned media touch points (website, blogs, social networks, and more) and foster creation of earned media (stories). This earned media is then broadcast across Facebook to amplify awareness organically. Brands can further amplify the reach of these earned media stories by purchasing highly effective paid media (Sponsored Stories). Or in Facebook’s words — spread word of mouth at scale.
With Facebook, brands can implement strategies to test the impact of the convergence of media types today. Brands can foster earned media (in the form of consumer stories) to fuel more effective paid media (Sponsored Stories).
As 2012 rolls to a close and brands finalize their plans for 2013, they need to think about how to incorporate Facebook’s Open Graph into their marketing initiatives. Long gone are the days of “flat” marketing – consumers and the content they create need to be incorporated into marketing strategies to create integrated, dimensional programs that leverage all media types. Marketing can now be more targeted, more relevant and ultimately, more effective.
We hope you found our series on 5 Ways Facebook’s Open Graph Will Impact Your Marketing helpful. If you missed any of the previous posts, you can check them out below: