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Module 3: Owned Media Assets

Module 3: Owned Media Assets

“Owned Media Assets”
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Summaries

  • Module 3: Owned Media Assets > Owned Media Assets > Welcome
  • Module 3: Owned Media Assets > Owned Media Assets > Search engine optimisation
  • Module 3: Owned Media Assets > Owned Media Assets > Understanding branded apps
  • Module 3: Owned Media Assets > Owned Media Assets > Gamification and advergames
  • Module 3: Owned Media Assets > Owned Media Assets > Understanding owned digital media
  • Module 3: Owned Media Assets > Owned Media Assets > Summary

Module 3: Owned Media Assets > Owned Media Assets > Welcome

  • SONIA: In this week’s module, we learn about owned media.
  • Don’t forget to complete the To Do list at the end of the module.

Module 3: Owned Media Assets > Owned Media Assets > Search engine optimisation

  • Search engines like Google and Bing are the librarians on the Internet.
  • Their systems collect information about every page on the web so they can help people find exactly what they’re looking for and every search engine has a secret recipe called an algorithm for turning all that information into useful search results.
  • A web page with a lot of links coming to it can look good to search engines but some people try to fool the search engines by creating or buying bogus links all over the web that point to their own website.
  • Usually search engines can detect when a site has a lot of them and they account for it by giving links from trustworthy sites more weight in the recipe.
  • If your web page says Amazon has lots of books and the word ‘books’ is linked, search engines can establish that Amazon.com is related to the word books.
  • Sites with a consistent record of fresh, engaging content and growing numbers of quality links, may be considered rising stars and do well in search rankings.
  • I’m Lee LeFever and this has been search engine optimisation explained by Common Craft.

Module 3: Owned Media Assets > Owned Media Assets > Understanding branded apps

  • SONIA: To learn more about branded apps, I spoke with Ryan Malone from BlondGorilla.
  • He also it talks about investment in apps, and those industries that are leading the way in terms of that investment.
  • I think branded apps, it’s an interesting point.
  • What I find is there’s a lot of mistakes with apps, in say an overall communication strategy or a campaign.
  • A lot of people want an app because- funnily enough, years later I thought apps would only have the cool factor about a couple of years, but they’re still going.
  • I honestly believe the purpose of having an app, a mobile app, a native app, rather than a mobile website just to allow people access is really there is a utility purpose to the app.
  • So I think it’s really just a case of thinking through the strategy and matching the strategy that you’re going with to does it fit? Is this a piece? There are many other ways that you can hit what you’re intending to do with an app through much cheaper, easier mechanisms, just using Facebook, et cetera.
  • A lot of people sort of miss that and they create a budget at the beginning of the year and they’ve got a line item that says, hey, I want to throw an app in there, so they execute it.
  • Branded apps can be great for the right purpose, and quite often they’ll be a market opportunity that requires a significant investment that clients aren’t- just haven’t earmarked for that and they’ll stick it into traditional media, stuff that they’re familiar with and feeling safe with.
  • Yeah, definitely we’re finding a lot of investment in mobile apps in- and again this is mainly coming from the States, but I assume that it operates here to some extent- but really in health care, sports and fitness, And again, this is really in the connected device space.
  • I think it all sort of comes down, because I think going back to utility before, in the health care and training space, that kind of thing, and whether it’s personal training or education or whatever, I think there is a massive amount of utility in that space that can be leveraged using mobile apps.
  • There’s a lot of stuff that goes in with that, and having an app allows you to continue your behavioural support for whatever you’re doing on the go.
  • Everyone’s got an app nowadays, and it may have been once upon a time you could stick an app on the App store and you’d be guaranteed a crudload of downloads and everyone would get into it.
  • I think the reality is most apps get downloaded once and then never opened.
  • What is it going to do for you? And also it’s an app in the saturated marketplace.
  • SONIA: In the interview Ryan shared some interesting content about apps, remembering, of course, that apps are just one online media asset that can be used by an organisation when communicating with an audience.

Module 3: Owned Media Assets > Owned Media Assets > Gamification and advergames

  • I wonder what does this red button do? Dumb ways to die, so many dumb ways to die Dumb ways to die-ie-ie, so many dumb ways to die.
  • They may not rhyme but they’re quite possibly The dumbest ways to die.

Module 3: Owned Media Assets > Owned Media Assets > Understanding owned digital media

  • In the interview, Tara talks about the various owned media assets they use to channel content to their audiences.
  • TARA HEATH: My role is the Head of Marketing, and I work at ENJO.
  • ENJO is a consumer based cleaning product that sells fiber based cleaning.
  • We have a team that looks after both offline marketing, online marketing, and also PR and an events team as well.
  • The first owned digital media asset that we have is an e-commerce site.
  • We also have a YouTube channel, which has a variety of different videos that primarily focus on product and product demonstrations.
  • Lastly, we have a range of social media channels, the likes of Facebook, Instagram, Pinterest, and also Twitter as well.
  • So we found that different assets provide different results.
  • So whilst its primary objective is sales, it does deliver different things, such as the customer service avenue and also some product information and education for customers as well.
  • As I said, our product is probably primarily driven through product demonstration.
  • The YouTube channel actually provides us a way to do that in the digital landscape.
  • It also allows us to develop our brand personality, image, and develop that lifestyle of our brand further as well.
  • The decision to invest in different digital assets is based on our distribution channels.
  • That is primarily a party plan, so people recommending products and recommending them to their friends.
  • So it’s how do we take the new way that customers are communicating and take that to the digital network.
  • SONIA: From our interview with Tara, you’ll have an understanding of the various owned media assets an organisation can use to channel content to their audiences.

Module 3: Owned Media Assets > Owned Media Assets > Summary

  • In this module we examine owned media assets and why they are so important to brands.
  • We looked at a range of owned media assets starting with websites and the importance of website design.
  • Next we take a look at search engine optimisation and why it’s so important to ensure our content can be found easily and quickly because audiences otherwise won’t engage with our content.
  • Next we take a look at organisational blog’s and we asked you to share your views on the blogs that you think are fantastic.
  • If you’ve contributed to the page,make sure that you go back and take a look at what others are saying, or if you haven’t done so already please do share your views with us, we really appreciate it.
  • As part of this module we also examine gamification and advergames.
  • We also looked at social networks and which social channels are best at engaging certain audiences.

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