Comments on: Media as an Ecosystem http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/ Shannon Paul writes about the impact of social media on PR, marketing and business communications Sat, 22 May 2010 23:32:40 +0000 hourly 1 http://wordpress.com/ By: Weekend Reader: January 17 Edition | David S. Finch http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3493 Weekend Reader: January 17 Edition | David S. Finch Mon, 18 Jan 2010 03:35:44 +0000 http://veryofficialblog.com/?p=1257#comment-3493 [...] Media as an Ecosystem : “Most marketing is still not being created or executed with media ecosystems in mind beyond our own segment of paid, earned or owned media. To me this spells opportunity. Those of us working on the social media side of marketing understand social networks and blogs as a sort of information ecosystem where content is shared and made relevant through linking and sharing. ” [Shannon Paul] [...] [...] Media as an Ecosystem : “Most marketing is still not being created or executed with media ecosystems in mind beyond our own segment of paid, earned or owned media. To me this spells opportunity. Those of us working on the social media side of marketing understand social networks and blogs as a sort of information ecosystem where content is shared and made relevant through linking and sharing. ” [Shannon Paul] [...]

]]> By: Wheatley & Timmons | PR Experts, Brand Consultants - Blog http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3439 Wheatley & Timmons | PR Experts, Brand Consultants - Blog Wed, 13 Jan 2010 18:02:01 +0000 http://veryofficialblog.com/?p=1257#comment-3439 [...] Paul published a great piece on new media that brought to life some of Dave Fleet’s thinking on how to understand the [...] [...] Paul published a great piece on new media that brought to life some of Dave Fleet’s thinking on how to understand the [...]

]]> By: Headliners — Stimulus Marketing http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3429 Headliners — Stimulus Marketing Mon, 11 Jan 2010 14:43:19 +0000 http://veryofficialblog.com/?p=1257#comment-3429 [...] media strategist Shannon Paul imagines a world where traditional media and social media integrate. I think she’s seeing the not-too-distant [...] [...] media strategist Shannon Paul imagines a world where traditional media and social media integrate. I think she’s seeing the not-too-distant [...]

]]> By: Kirk Chritton http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3428 Kirk Chritton Mon, 11 Jan 2010 13:42:07 +0000 http://veryofficialblog.com/?p=1257#comment-3428 Shannon, I think you're seeing the not-to-distant future. It seems like we're racing toward a time when social media and traditional media will blend and cross pollinate in every imaginable way. In a year or two, Twitter handles might be as ever-present in mass-market advertising as web addresses are today. Shannon, I think you’re seeing the not-to-distant future. It seems like we’re racing toward a time when social media and traditional media will blend and cross pollinate in every imaginable way. In a year or two, Twitter handles might be as ever-present in mass-market advertising as web addresses are today.

]]> By: Karthik http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3426 Karthik Mon, 11 Jan 2010 04:55:10 +0000 http://veryofficialblog.com/?p=1257#comment-3426 Shannon, I love the 5 points mentioned under 'What if...'...really good thought. I had posted something mildly on this line, based on Sean's (Forrester) original post defining paid, owned and earned media, from the perspective of high involvement and low involvement products. Some of that thought could help understand the kind of brands that could do one or more of your 'what if' ideas. I'd rather not add a link to my post and make it seem like a link bait, however. Shannon, I love the 5 points mentioned under ‘What if…’…really good thought. I had posted something mildly on this line, based on Sean’s (Forrester) original post defining paid, owned and earned media, from the perspective of high involvement and low involvement products. Some of that thought could help understand the kind of brands that could do one or more of your ‘what if’ ideas. I’d rather not add a link to my post and make it seem like a link bait, however.

]]> By: Shannon Paul http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3425 Shannon Paul Mon, 11 Jan 2010 04:46:45 +0000 http://veryofficialblog.com/?p=1257#comment-3425 Dave, Thanks for chiming in! I don't think we diverge at all either, I just had a lot of thoughts swirling around in my brain in relation to your post. I simply pulled one of the illustrations -- each does an excellent job of showing the direction and current means of interaction within the space. Maybe it would have been better to nab the more comprehensive one for this post that encompassed the broader overlaying of each type of media. I guess I was thinking more in terms of the movement involved with each. Some channels are regarded as push only, whereas others like social channels are considered push/pull. Even though this opinion is rather unpopular, I think it's completely appropriate for some branded channels to focus on push in social networks as long as they deliver something valuable to the community. Since ads can be interactive, content-rich and encourage a means of opting-in via social network, I was simply trying to think of ways the arrows could be moved around and messages could be more consistent and integrated. Does that make sense? Dave,

Thanks for chiming in! I don’t think we diverge at all either, I just had a lot of thoughts swirling around in my brain in relation to your post.

I simply pulled one of the illustrations — each does an excellent job of showing the direction and current means of interaction within the space. Maybe it would have been better to nab the more comprehensive one for this post that encompassed the broader overlaying of each type of media.

I guess I was thinking more in terms of the movement involved with each. Some channels are regarded as push only, whereas others like social channels are considered push/pull. Even though this opinion is rather unpopular, I think it’s completely appropriate for some branded channels to focus on push in social networks as long as they deliver something valuable to the community. Since ads can be interactive, content-rich and encourage a means of opting-in via social network, I was simply trying to think of ways the arrows could be moved around and messages could be more consistent and integrated.

Does that make sense?

]]> By: davefleet http://veryofficialblog.com/2010/01/10/media-as-an-ecosystem/#comment-3424 davefleet Mon, 11 Jan 2010 04:29:54 +0000 http://veryofficialblog.com/?p=1257#comment-3424 Hi Shannon, Great points, and I completely agree. In fact, I'm not sure if we diverge at all - the whole point of my original post was to try to map out the single integrated ecosystem in which communicators work nowadays. It's not about earned media or paid media alone; they all need to work together. The image you've pulled for this post is a single, narrow layer of that ecosystem which I pulled out to help clarify the whole. You're absolutely right - we absolutely need to think outside our silos nowadays. Mainstream media relations is harder than ever; ads are growing less effective over time. The only piece which seems to be growing right now is the online part, but without the others to support it even that can be ineffective. I think effective communicators really do need to think about all of the elements when they're creating their plans. The toughest part of the challenge is that organizations still tend to put them in silos - ad agency, PR agency/function, etc. Social media does begin to bridge the divide but it's all too easy to hive that off too (and suffer from the disconnect once again). Cheers, Dave Hi Shannon,

Great points, and I completely agree. In fact, I’m not sure if we diverge at all – the whole point of my original post was to try to map out the single integrated ecosystem in which communicators work nowadays. It’s not about earned media or paid media alone; they all need to work together. The image you’ve pulled for this post is a single, narrow layer of that ecosystem which I pulled out to help clarify the whole.

You’re absolutely right – we absolutely need to think outside our silos nowadays. Mainstream media relations is harder than ever; ads are growing less effective over time. The only piece which seems to be growing right now is the online part, but without the others to support it even that can be ineffective. I think effective communicators really do need to think about all of the elements when they’re creating their plans.

The toughest part of the challenge is that organizations still tend to put them in silos – ad agency, PR agency/function, etc. Social media does begin to bridge the divide but it’s all too easy to hive that off too (and suffer from the disconnect once again).

Cheers,

Dave

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