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Balancing Paid vs. Earned Media

Definitions:

Owned media: A message through a company controlled channel (e.g., brand website, blog, mailing list, Twitter, and Facebook account)

Paid media: A message that's purchased to appear on a channel not controlled by the company (e.g., Online ads, paid search, sponsorships)

Earned Media: A message that's passed between consumers as a result of an experience with the brand (e.g. Customer-created content such as tweets, comments, review/recommendations, WOM, buzz, viral, etc.)

3. Please provide us with your email address. This will ONLY be used to send iTunes gift certificates for respondents who are randomly selected. Your information will not be used for any other purpose, nor will it be shared to with any third party. *This question is required.

4. How are you currently spending resources on Owned vs. Paid vs. Earned media? Please rank in order of importance. *This question is required. Note: for the following table each column is restricted to a single answer across all rows.

	1	2	3
Owned media	1	2	3
Paid media	1	2	3
Earned media	1	2	3

6. What element(s) were missing from your Earned Media campaign that could have made it more successful? Check all that apply. *This question is required.

Defining the right strategy
Information sharing with other departments (i.e. marketing)
Integrating with Paid campaign(s)
Not enough resources to gain Earned Media
Not enough resources to solicit Earned Media
Not applicable
Other (please specify) Please enter an 'other' value for this selection.

7. Which channels do your customers go to the most to first learn (build awareness) about your brand? Please rank in order of importance. *This question is required. Note: for the following table each column is restricted to a single answer across all rows.

	1	2	3
Owned media	1	2	3
Paid media	1	2	3
Earned media	1	2	3

8. Which channel do your customers go to the most to make a purchase decision about your brand or product? Please rank in order of importance. *This question is required. Note: for the following table each column is restricted to a single answer across all rows.

	1	2	3
Owned media	1	2	3
Paid media	1	2	3
Earned media	1	2	3

10. Why? *This question is required.

13. If you are attending the webinar, Paid Versus Earned Media, on April 19, 2011, what questions would you like the speaker(s) to address?

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