I'm always impressed by the collaborative infographics created by Brian Solis and JESS3...and the 'Social Media Brandsphere' is no exception. It illustrates a transmedia approach to storytelling connecting brands with audience groups spanning five media landscapes:
"Social networks and channels present brands with a broad array of media opportunities to engage customers and those who influence them. Each channel offers a unique formula for engagement where brands become stories and people become storytellers. Using a transmedia approach, the brand story can connect with customers differently accross each medium, creating a deeper, more enriching experience. Transmedia story telling doesn't follow the traditional rules of publishing: it caters to customers where they connect and folds them into the narrative. In any given network, brands can invest in digital assets that span five media landscapes.
1. Paid: Digital advertising, banners, adwords, overlays
2. Owned: Created assets, custom content
3. Earned: Brand-related conversations and user-generated content
4. Promoted: In-stream or social paid promotion vehicles
5. Shared: Open platforms or communities where customers co-create and collaborate with brands
Any combination of the five media strategies defines a new Brandsphere where organisations can capture attention, steer online experiences, spark conversations and word-of-mouth, and help customers address challenges or create new opportunities. Each media channel connects differently with people and thus requires a dedicated approach integrating tangible or intangible value. Doing so ensures a critical path for social media content: relevance, reach and resonance."
Visit www.theconversationprism.com for more on this and other infographics in this series.
RELATED LINKS:
Cx3 blog entry: Social Media Content Grid
Cx3 blog entry: Conversation prism 2.0
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