The Employed Media Opportunity
For years, marketers have been aware of the three main types of media: bought, owned and earned. There's now a fourth,and it's a big one: Employed Media.
Employed Media is the term used to describe the collective group of socially connected people who work for your company.Thanks to the pervasiveness of social media, your employees now have reach, influence and credibility, and yet they're wholly ignored in almost every communication plan you develop.
Employees are your front line - not only do they build and sell your products, their interactions with customers define your brand. Your employees are the heart of your company and should be the heart of your communication strategy. Their advocacy is important and it doesn't come by default with the salary cheque each month. You have to earn it.
The reason we strongly encourage positioning Employed Media separately to bought,owned and earned media is because it's an interesting enough hybrid of the three and an important enough group of people to warrant being looked at separately.This, combined with the understanding of the importance of our employees as advocates, means that we need a structured strategic approach.
In this eBook we introduce you to Cerebra's thinking around Employed Media, followed by the strategic overview we have developed within our own business. We encourage you to use this eBook as a starting point for your own Employed Media projects,and we hope you share what you learn with us.
There are two distinct sections to this eBook: Understanding Employed Media
tackles the theory and thinking,and Developing the Strategy
lays out the framework for getting it right.
To continue reading please download the eBook via http://www.cerebra.co.za/employed-media