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Paid, owned and earned media convergence, with an emphasis on "earned" for the 2013 Bazaarvoice Summit #bsocial13
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BazaarvoiceMarch 6, 2013
Bazaarvoice SummitThe Converged Media Imperative:How Brands Must Combine Paid, Owned & Earned Media
Rebecca LiebDigital Advertising & Media Analyst
© 2013 Altimeter Group
As consumption habits shift, brands require media ubiquity
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The average consumer sees c. 3,000 brand impressions daily. Media are converging and will continue to. Brands are challenged to intercept elusive customers, regardless of medium, channel or time of day
© 2013 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacyawareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
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© 2013 Altimeter Group
Digital Paid, Owned, and Earned media4
MicrositesBlogs
WebsiteSponsored posts, adsPPC ads
Display, banner ads
Pay per post blogging
© 2013 Altimeter Group
Now, let’s define Converged Media5
Two or more channels of paid, earned, and owned media. Consistent storyline, look, and feel. All channels work in concert, enabling brands to reach
customers throughout the customer journey
© 2012 Altimeter Group
© 2013 Altimeter Group
What does this look like on Facebook?6
Owned
Paid
Earned
© 2013 Altimeter Group
What does this look like on Twitter?7
Owned
Paid
Earned
© 2013 Altimeter Group
Converged Media Example: Earned + Paid8
Bazaarvoice deploys paid ads with earned user ratings and reviews. Microsoft
advertises with transparency; shoppers click to learn more from their peers.
PaidEarned
© 2013 Altimeter Group
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How Successful Brands Deploy Converged Media
© 2013 Altimeter Group
© 2013 Altimeter Group
Sharpie lets its fans do the copywriting, promotes tweets as ads
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Targeting teens interested in creativity and self-expression, Sharpie used Promoted Tweets. Through
Promoted Accounts, they attracted an artistic following whose tweets were turned into Promoted Tweets. The campaign helped Sharpie increase its
following 6X at 1,000 followers per day.
© 2013 Altimeter Group
average customer
community user
superfan10x
2.5x
customer spending
Content Creators: Superfans spend ~33 hours per week in Sephora’s Beauty Talk community
© 2013 Altimeter Group
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Canon leverages owned microsite to drive tremendous earned response
Canon leveraged owned platform (Imagin8tion) for a contest in which winners’ photos (earned) inspire a Ron Howard short film.• 1.7 million YouTube channel views • 138,000 photo submissions• 21,000 votes cast• 23,000 posts• 192 press mentions, 415 blog mentions• 40% increase in positive sentiment
© 2013 Altimeter Group
© 2013 Altimeter Group
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Nike crowdsources input for customized shoe designs, merges media online and off-
Nike launched the NikeID campaign (store, mobile app, community, etc.) to enable customers to design their own shoe and purchase it directly on their mobile devices. Earned input inspires owned assets (including the product itself!), driving
paid ads, online and off— including interactive billboard experience in Times Square.
© 2013 Altimeter Group
© 2013 Altimeter Group
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Threadless customers submit, vote, and shop for crowdsourced t-shirt designs
© 2013 Altimeter Group
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Jones Soda crowdsources label design with photo contest
Jones Soda asks customers to submit
photos that represent a “Jones attitude”
© 2013 Altimeter Group
GiffGaff, a small UK-based mobile virtual network operator with only 25 employees has national coverage, but no call center. Instead, the community receives pre-pay credits and badges for contributions. • Community has provided +1M replies• Users have produced >146 videos, >500k views• Users have submitted >9k ideas, 270 have been
implemented• 95% of queries are resolved within 1 hour• Average response time: 3 minutes• Top earning giffgaffer earned over £13k, paid for
university
GiffGaff conquers traditional service overhead, online community answers 100% of customer inquiries
© 2013 Altimeter Group
© 2013 Altimeter Group
Glidden Paint employs a wide palette of channels, converging media for a streamlined brand experience
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© 2013 Altimeter Group
© 2013 Altimeter Group
Enterprise tech company pays influencers to ignite earned, drive traffic to owned
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1.1m Social interactions
128 Pieces of content created by
influencers
24 Influencers commissioned
to create content
The company paid influencers to share content
Across their networks
9,314 Average actions per
piece of content
© 2012 Altimeter Group
© 2013 Altimeter Group
ClearChannel integrates online and offline channels to ‘make the audience the media’
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Converging media via digital billboards, gesture recognition, and social media
interaction, ClearChannel combines offline media with online to drive attention,
engagement, (advertiser interest), and a summer-long sweepstakes.
© 2013 Altimeter Group© 2013 Altimeter Group
Converged Media Success Criteria
© 2013 Altimeter Group
Brands that do not integrate paid, owned and earned media types are at a disadvantage
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Fragmented messaging, inconsistent branding
Redundant efforts, no communication/ collaboration
Departments competing for budget
Low customer engagement/advocacy
Convergence begins to occur in traditional media
© 2013 Altimeter Group
Altimeter identifies 11 criteria to successful converged media deployment
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© 2013 Altimeter Group
Strategy: Understand Converged Media 23
Brand marketers must first possess an understanding of the changing forces of converged media:
• Emerging practices
• Content types
• Technologies
• Channels
• News, media, current events
• Behavioral trends
• Other trends specific to audience
© 2012 Altimeter Group
© 2013 Altimeter Group
Strategy: Plan a Stable Foundation 24
Two legs (or media channels) may hold up the converged media strategy, but stability and balance is achieved when design incorporates all three.
• Deploy all three media type in harmony, integrating each to instruct the next
• The insights that come with analyzing earned instruct where to amplify using paid and where to innovate in owned
• Owned media provides the platform upon which earned and paid can exist and is foundational to the brand presence and messaging, which inspires earned
• Paid media helps drive volume to owned and earned channels, and ultimately what amplifies the brand message.
© 2012 Altimeter Group
© 2013 Altimeter Group
Organization: Ability to Achieve Earned at Scale 25
© 2012 Altimeter Group© 2012 Altimeter Group
Earned is the most difficult medium to achieve, particularly at a significant scale. Essential both to build and nurture earned media is:
• Content strategy, consistent brand messaging
• Listening & measurement tools
• Publishing tools
• Inter-agency/ vendor communication
• A fundamentally agile approach
• An ongoing effort
© 2013 Altimeter Group
Organization: Align Teams & Departments26
© 2012 Altimeter Group© 2012 Altimeter Group
Brands MUST overcome the cultural silos that exist internal to the organization, aligning in a number of historically autonomous areas:
• Ownership/ governance
• Communication
• Collaboration/ creative design
• Campaign goals
• Budget
© 2013 Altimeter Group
Organization: Align Agencies & Vendors27
© 2012 Altimeter Group© 2012 Altimeter Group
Each will have individual areas of specialization and expertise, yet full-picture visibility is essential for all partner companies. Brands must play moderator and facilitate:
• Communication
• Collaboration/ creative design
• Campaign goals, KPIs
• Performance incentives
© 2013 Altimeter Group
Production: Aligned Content / Creative Across Channels28
Design, voice, message, branding, and other creative elements must be consistent:
• Agreement/ alignment across stakeholders from day one
• Across all channels and touchpoints
• Singular brand message, no matter the media
• Natural extension of organizational and partner alignment
© 2013 Altimeter Group
Production: Real-time Capabilities29
To be effective in converged media is to be agile. Brands must enable:
• Proper labor resources
• Proper tools
• Stakeholder buy-in
• Communication channels between stakeholders
• Content marketing strategy
• Empowerment to act, particularly in Earned media
© 2013 Altimeter Group
Production: Channel Flexible 30
The empowered and dynamic customer has choices in how they consume; brands must extend presence across:
• Multiple channels, platforms
• Multiple touchpoints
• Not JUST mainstream channels, instead following their customers
• Demographic-specific hang-outs
© 2013 Altimeter Group
Production: Influencer Relations31
In the digital age, brands cannot ignore influencers, as they can amplify the message (positive or negative) across all media types:
• Touting or shaming product/ service in unprompted Earned setting
• Acting as the voice of a Paid campaign
• Offering guidance or advice on Owned platforms
• Influencers are key to helping build Earned at scale
© 2013 Altimeter Group
Analysis: Social Listening / Analysis of Crowd 32
© 2012 Altimeter Group
Social listening, monitoring and measurement are key for substantiating agility. Brands must:
• Have systems and process in place to listen, measure, respond
• Let conversation instruct creative design, strategy
• Use insights to be proactive
• Allow insights to facilitate personalization/ resonance
© 2013 Altimeter Group
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© 2012 Altimeter Group
Metrics are the foundation from which investment potential is established, understood, optimized, and realized:
• The system for identifying KPIs must instruct the ongoing measurement itself
• Metrics should be established at the outset… but can evolve
• Metrics may shift based on segment, platform, campaign assets, goals, even cultural events, etc.
Analysis: System for Identifying & Measuring KPIs
© 2013 Altimeter Group
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© 2012 Altimeter Group
Workflow:
Coordinating Paid + Owned + Earned
© 2013 Altimeter Group
Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
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© 2012 Altimeter Group
© 2013 Altimeter Group
Periodic Strategic & Analysis Reporting36
Investigate what’s happening in Paid, Owned, Earned channels
What instructs what?
Listen to and observe customers and prospects
Listen to competitors
• What their customers say
• How they respond
© 2013 Altimeter Group
Content Strategy37
What message represents, reflects, speaks for the brand?
Understand how content strategy varies:
• Persona segments, product type, geography, channel, screen, source of information
Spans many stakeholders; internal depts. and external agencies
© 2013 Altimeter Group
Publication Across Channels38
To execute across channels, brand must define:
• Governance, engagement plan(s), communication, internal collaboration, series of meetings, designated leader, tools to support
Agency and brands are increasingly adopting collaboration tools spanning multiple teams
Growing ecosystem of tools
• CMS, Media Network Mgmt, SMMS, etc.
© 2013 Altimeter Group
Engagement39
Teams must identify hot paths and hot conversations where content is resonating
Trigger further discussion via:
• Content Experts, Community Managers, Product Leads, Executives
• Advocates and influencers
Also partake in ongoing discussion and monitoring
© 2013 Altimeter Group
Amplification40
Leverage converging media
• Use Paid to amplify Earned and Owned
• And Earned to amplify owned and paid…
• And Owned to amplify earned and paid…
Explore new ad and promotion types via owned and earned
• Social ads, UCG
• New aggregation platforms
Tap into social graph by allowing those involved to share with their networks
© 2013 Altimeter Group
Restructuring41
Messaging must evolve and change in real-time to meet the needs and changes of the market
Leverage emerging tools for customer collaboration
Staying on-message vs. taking new positioning?
• Involve customers in the process; be innovative
© 2013 Altimeter Group
Conduct in real-time to allow for rapid iteration
Communicate progress to company via simple reporting
• Daily wrap-ups, trend diagrams, real-time tickers
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Measurement a baseline requirement across all phases
© 2013 Altimeter Group
Then the cycle repeats…43
© 2012 Altimeter Group
© 2013 Altimeter Group
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© 2012 Altimeter Group
Putting the Pieces Together
© 2013 Altimeter Group
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We asked brands, agencies and vendors to rate the maturity of the Converged Media ...
© 2012 Altimeter Group
Respondent Group
Average (1-5)
ALL 1.95
Brands 2.18
Vendors 1.72
Agencies 2.08
Respondents rated the maturity of the Paid, Earned and Owned space on a scale of 1-5, where 1 is Very Immature and 5 is Very Mature.
© 2013 Altimeter Group
Summary46
Converged is here. Facebook and Twitter ads are proof. Those who take advantage now will have an edge.
It's not easy. Immense internal change must occur as lines blur, both internally and with agency partners
Leverage data and platforms that propel campaigns forward by aggregating ad data, corporate content, and social, then derive analytics.
Converged media is rapidly bleeding into offline channels and also creates demands for real-time marketing capabilities
As consumer gadgets and devices and media channels proliferate, this will only become more complicated
© 2013 Altimeter Group
Rebecca [email protected]
rebeccalieb.com/blog
Twitter: lieblink
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
With assistance from Jessica Groopman, researcher