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Advanced Social Media Marketing
Project 2: Converged Media

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Project 2: Converged Media
(Expected completion time – 60 minutes)
I. Project Goal/Objectives/Problem Statement: ✓ To develop the ability to increase the effectiveness of campaigns by learning how and when
to trigger additional boosts or efforts from other areas of converged media. II. Skills that you will acquire after completing the project: ✓ Ability to identify what areas of social media relate to paid, earned and owned media. ✓ Ability to identify when to amplify a campaign through paid media. ✓ Ability to identify when to leverage earned media for campaign purposes. III. Learning outcome of the project: ✓ Individuals who complete this project will learn how to make each area of social media work
more effectively by understanding how, when and why to trigger amplification,
development or deployment of specific types of campaign content. IV. Project Description: ✓ In this section, you learned about the role of converged media in social media,
understanding paid, owned, and earned media, and putting converged media to work. In
this mini project, apply these concepts and answer the questions. V. Project Tasks ✓ Converged Media refers to the joint efforts of your Advertising (Paid), Public Relations
(Earned), and Content Creation (Owned) teams to create a more impactful social media
strategy. Rather than working in silos, these three teams need to work together to share,
amplify, and leverage different types of content. ✓ For each topic, answer the questions keeping in mind your current organization. Download
the questions from the Learning Tool to your local drive, answer them, and submit the
project.
Topic 1: Consider an Existing Social Media Campaign or Product
• Provide a brief description of either an existing social media campaign, or of a product or service you plan to build a campaign around.
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________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
• List your existing owned media for this marketing campaign:
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• What type of earned media could this campaign attract?
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• What type of paid media does your budget and campaign make allowance for?
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Topic 2: Converged Media Efforts
Think back to the campaign idea or product you outlined above. Use that as your starting point to answer the following questions.
• How can you leverage earned media to impact the owned media created for this campaign?
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• How can you leverage earned media to impact the paid media created for this campaign?

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________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
• How can you leverage paid media to impact the earned media inspired by this campaign?
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• How can you leverage paid media to impact the owned media created for this campaign?
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• How can you leverage owned media to impact the earned media inspired by this campaign?
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Topic 3: Converged Media Flow Process
• Taking the information and the ideas from the previous pages, create a sample converged media flow. Make a notation where one funnel (paid, earned, or owned) is being used to boost or add to the strength of another funnel.
Steps Action/Notation
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