'Paid Owned Earned: maximizing marketing returns in a socially connected world'

Yesterday I got an email from Nick Burcher about his new book. Nick describes the book, 'Paid Owned Earned: maximizing marketing returns in a socially connected world', as an "exploration of the different aspects of Paid Owned Earned and how everything links together - with the text split into individual chapters around 'Listening', 'Community Management and Content Hubs', 'Content', 'Optimization', 'Seeding and Distribution', 'Broadcast', 'Performance', 'Responding' and 'Measurement'".

He goes on to say, "[that] Paid, Owned, Earned is about the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and original thinking it provides a clear framework on how best to approach the fragmented media landscape."

I was absolutely delighted to find out that Nick has released a free editorial sampler featuring excerpts about linking paid owned and earned media together as well as an exploration of how TV and social can be linked.

Paid Owned Earned by Nick Burcher


The full book blurb:
“The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.”

Paid Owned Earned is available for pre-order now with an official on sale date of the 3rd March 2012 from from both online and offline retailers.

Smirnoff Blueberry

If you're a Smirnoff fan like myself, you'll be delighted to here that this week Smirnoff announced the launch of Smirnoff Blueberry. Smirnoff's berry flavoured vodka will be joining Smirnoff's two other flavoured varieties: Green Apple Smirnoff and Lime Smirnoff. As with all Smirnoff's flavoured options, Smirnoff Blueberry is crafted using award-winning triple distilled pure Smirnoff No.21 vodka.

“We’re really excited to be launching Smirnoff Blueberry in Ireland. Set to hit the shelves just in time for Spring, it’s one of our most popular flavours thanks to its refreshing yet subtle blueberry notes. Best served with lemonade over ice, Smirnoff Blueberry is a great tasting long drink,” says, Carol McHugh, Marketing Manager Western Europe, Diageo.

Smirnoff Blueberry is available in all major Irish supermarkets.

Did you know?
• Blueberries were once called ‘star berries’ because of the star-shaped
formation on their skin left from the flower that formed the fruit
• Blueberries are one of the only natural foods that are truly blue in color
• At least 50 different species of blueberries have been identified
• Blueberries won't ripen once they are picked
• Fresh blueberries are available for nearly eight months of the year

1,000 Tickets To Czech Republic Friendly In Aviva For €10 Each

‘Three loves football’

Today, 13th February, Three and the FAI (Football Association of Ireland) announced something extremely, extremely cool. Together the two have created the ‘Three loves football’ special ticket offer. The ‘Three loves football’ is a celebration of Ireland’s qualification for EURO 2012.

But what is it?

Tomorrow, 14th of February at 3pm, Three will release 1,000 tickets for Ireland's friendly against the Czech Republic in Aviva Stadium on February 29th for just €10.

Seriously, €10!

Get over to the Three football Facebook page, tomorrow afternoon for full details of how the 1,000 tickets will be distributed on a “first-come, first-served” basis.

This isn't Three's only Irish Football activity. In recent months, Three has launched a number of initiatives such as their “Dare to Dream” affinity scheme offering Football Association of Ireland-affiliated clubs across the country the chance to earn cash when their members switch to Three which helps support the development of grass roots football. Last August Three also launched their ‘Go green with pride, pull on the jersey’ campaign. This saw Three give fans the chance to trade-in their old Republic of Ireland football jerseys and get €20 off the brand new Ireland home jersey.

Sky Rainforest Rescue 'Amazon' Exhibition

This week, Sky (in association with WWF and the Gallery of Photography) announced the Irish premiere of ‘AMAZON’. AMAZON is an exhibition in aid of the Sky Rainforest Rescue which features the work of two award-winning photographers - Sebastião Salgado and Per-Anders Pettersson.

The exhibition aims to highlight the plight of the Amazonian rainforest and its peoples. Through the two beautiful and distinct photography collections of xxx and xxx, the exhibition showcases the work of Sky Rainforest Rescue, the three year partnership between Sky and WWF. Sky Rainforest Rescue itself is aiming to help save one billion trees in the state of Acre, North-West Brazil.

The exhibition, which had a critically acclaimed six-week run at Somerset House, London in November 2011, is curated by Bakul Patki and will be accompanied by a programme of talks and events. For further information and updates see www.galleryofphotography.ie.


Exhibition Dates: 1 – 31 March 2012
Location: Gallery of Photography, Meeting House Square, Temple Bar, Dublin 2
Opening hours: Tuesday – Saturday 11am - 6pm and Sunday 1pm - 6pm
Admission: Free

The Interest Graph

A great piece here from Gary Vaynerchuk discussing the explosion of Pinterest, something Gary predicted at the start of the year. While Facebook may be king of the Social Graph, Gary sets out his belief on how Pinterest, and indeed Tumblr, are both offering users interest driven experiences. Well worth a watch...