Contents -- About this book -- Foreword -- Introduction -- 'Hi, my name is Karen' -- Going viral -- #unKaren and the spirit of HC Andersen -- Denmark's a liberal country, but they're not crazy... -- You can't put it back in... -- 'My name is Ditte' -- The paid, owned, earned jigsaw -- 01 How the world of paid, owned, earned works -- Defining the elements -- The Shannon-Weaver model of communication and paid media - the traditional model of advertising -- Always-on owned media - changing the way that the message is received -- The changing nature of consumers - consumers as senders, consumers as producers - and redrawing the Shannon-Weaver model -- Explaining how paid, owned and earned link together -- Key points -- 02 Listening -- Soft and yielding like a Nerf ball - an introduction to listening to your customers -- Improving product and customer satisfaction through listening -- Using data from Google and Facebook for actionable insight -- Using listening tools -- Different tools, different capabilities, different costs -- Dealing with spam, sarcasm and slang -- The problems with allocating language and location -- How Cadbury used listening to bring back a classic chocolate bar -- Using listening data to power an owned media space and drive advocacy -- Using listening in crisis management -- Key points -- 03 Content hubs and communities -- Building an owned media content hub -- Marketing to communities -- Building bespoke, brand-specific communities -- The importance of brand profiles and content hubs -- The mechanics of the social graph -- Configuring and managing Facebook pages -- Using a content calendar to plan and manage updates -- Mapping hubs and content connections -- Key points -- 04 Content -- TV advertisements as branded content -- Weaving brands into the narrative rather than the advertisement break.

Developing content - collaborating with the new producers -- Developing content to match search behaviour -- Developing content in line with trends -- Developing content: harnessing the people's network -- User-generated content competitions: the trade-off between earned media and control -- Just make great stuff! -- Key points -- 05 Optimization -- Discovery strategy and the principles of search engine optimization (SEO) -- The rules of social media optimization (SMO) -- Maximize visibility by making sharing easy -- Conversion optimization and the approach of 'test and learn' -- How content travels through subscription mechanisms and RSS -- How social networks refer traffic and boost audience -- Integrating Facebook to sites and content via Facebook Connect -- Using personalization to boost sharing -- The expanded range of Facebook social plug-ins -- Real-world 'Like' -- Key points -- 06 Seeding and viral distribution -- The 'man in the pub' and the two-step theory of receiving -- Diffusion and the role of influentials in helping things to spread -- Dreams can come true - the traditional diffusion process -- Identifying and reaching out to influencers -- The paradox of choice and the changing role of the 'man in the pub' -- Flow of influence versus flow of information -- How people are connected in a networked world and what it means for the spread of content -- The rich get richer: the influence of critical mass -- The role of mass media in earned media spread -- Planning for earned media amplification -- Using the lots-of-fires approach to drive critical mass -- Performance distribution - new paid media solutions to drive critical mass -- The benefits of using paid to drive earned -- Key points -- 07 Broadcast -- TV versus AV: the medium is the message - different advertisements for different platforms -- Broadcast paid media as a content gateway.

TV driving always-on social hubs -- How simultaneous channel viewing is creating an amplified present -- TV driving conversation on Twitter -- Twitter conversation driving TV viewing -- Reappraising traditional TV planning - how Yeo Valley harnessed the amplified present -- Crowdsourcing the creative to build pre-launch buzz -- Key points -- 08 Performance -- Gorillas going unnoticed - the importance of relevance -- How Google advertising taps the feedback loop to reward relevance -- The different motivations behind why people search -- Using paid search for branding and creativity -- Using cookies and data to enhance the effectiveness of online display campaigns -- Using cookie data to re-target potential leads -- Using 'network neighbours' to expand targeting pools -- Facebook advertisements -- Facebook paid media targeting options -- Executing paid advertisements on Facebook -- Data protection and privacy -- Key points -- 09 Responding -- How responding in a socially connected world can drive advocacy and business results -- 'Engaging the enemy' - creating policies and structures in order to respond effectively -- How a proactive approach to responding can change customer perceptions -- Using Facebook for real-time customer service - SAS and Heathrow -- Using responding to drive earned media coverage -- Responding as part of a branded content strategy -- Key points -- 10 Measurement -- Calculating the value of marketing -- Setting objectives and goals -- The need for multi-channel metrics -- The problem with just measuring the last click -- Measuring owned and earned media -- Establishing the value of a fan -- Expressions not impressions -- Business outcomes, not virality measures - Hero revisited -- Bringing it all together -- Key points -- Conclusion -- Notes -- Introduction -- Chapter One How the world of paid, owned, earned works.

Chapter Two  Listening -- Chapter Three Content hubs and communities -- Chapter Four  Content -- Chapter Five  Optimization -- Chapter Six  Seeding and viral distribution -- Chapter Seven Broadcast -- Chapter Eight Performance -- Chapter Nine Responding -- Chapter Ten Measurement -- Index.