With the advent of social networks a base of users were created, they needed a business model to survive. They looked to traditional media and decided to embrace advertising and promoted posts as a way to make money and encourage companies to pay to amplify their content. And so the world of paid, earned, shared, and owned media, or PESO, began. With PESO, the model developed by Gini Dietrich at Spin Sucks, there's an overlap of disciplines.
What is the PESO Model?
PESO stands for “paid, earned, shared, owned,” and serves as a means of segmenting all of the marketing channels at a brand’s disposal into discrete groups. It allows us to look at our efforts through any one of these four lenses (paid, earned, shared, owned), to see if there are opportunities to integrate additional channels into our new or existing programs.
Let’s break down what the individual channels mean: Paid: Exchanging money for distribution, whether an ad or content Earned: Trading valuable content for an established authority’s audience Shared: Amplifying content through your own audience Owned: Aggregating an audience that seeks you out for content and then distributing your content to that audience
How to apply the PESO Model?
Each of the four channels has its pros and cons. But all four channels of the PESO model must be used to ensure program success.
By organizing our efforts into all four channels, we can compensate for the weaknesses of one channel with the strengths of another.
Let’s have a look at these benefits and pitfalls for each channel:
All four media strategies work together. But it all comes down to creating owned content that is useful to your audience. This content could power a paid media campaign, which could lead to earned media benefits through social sharing and other online conversations
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