Poem Model
The Poem model forms a combination between Paid, Owned and Earned Media. This three-way division refers to the combinations that can be made between paid, owned or relational and earned media. Here the individual values of the different media types are combined into one. To get a good idea of this model, it is good to first have an idea of what the different media types mean:
- Paid media channels are those that require payment to advertise on them. This could include Google Ads.
- Owed media channels are those over which an organization has control and on which it can attract the attention of the target audience. This can include its own website, social media channels or Youtube.
- Earned media is a term for earned media. This can include social media posts about a company, word of mouth and sharing content about a specific organization or offering.
The Poem model focuses on content marketing where the focus is on bringing together the power of exposure from the various media channels. This takes advantage of the fact that the various channels can influence each other. The channels over which control can be exercised (the owned and paid channels, although less can be done on the latter) can be used to draw attention to the channels over which no influence can be exercised, i.e. the earned channels.
Examples of applying the Poem model include sharing valuable content from a website on social media or gathering practical tips from a community to share in an e-book. Using an influencer to promote an offering is also seen as applying the Poem model.
What is the peso model?
The Peso model is an expanded version of the Poem model. The acronym Peso stands for Paid, Earned, Shared and Owned media. Here, the Paid, Earned and Owned aspects remain unchanged but the model is supplemented with shared media. This form of exposure is shaped by social media channels. In the case of shared media, the focus is exclusively on participation and interaction with consumers, in the form of likes and shares on Facebook, likes, comments and saving posts on Instagram and the retweets on Twitter.
