Following on from the previous blog about the Curtin University edX course Digital Branding and Engagement, the third module: Owned Media Assets was about corporate websites, blogs, email newsletters and social media channels. These media assets included story-telling and gamification of the message. An excellent example of this is the video “Dumb ways to die” by Melbourne METRO.
The fourth module was about Earned Media or brand engagement. This aspect is the hardest to achieve since it requires a degree of advocacy by others in the form of reviews, cites in blogs, editorials, word-of-mouth and uncontrolled social media channels. If you can get advocates, then you are on a winner — see previous post.
Two examples of earned media are: STA Travel – WanderAustralia ad — which increased the domestic travel by 22% of young Australians
and Happy South Africa — published on 9 Jun 2014, Happy South Africa is a civil movement powered by Sunlight and Mxit, celebrating South Africa’s vibrancy, unity and joy through music and dance. Inspired by Pharrell Williams, everyone who shares the video on YouTube, SUNLIGHT WILL DONATE R10.00 to the SA Ubuntu Foundation. Thousands of moves. Hundreds of cities. One UNITED South Africa!
The Google+ (MKT1x community) assignment part of this edX course was very successful. There was good participation by the class. We were asked for postings to the Google+ community examples of the different types of brand marketing and we were also encouraged to take part in the discussions.