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September 13, 2012
The Converged Media Imperative:
How Brands Must Combine Paid, Owned & Earned Media
Rebecca Lieb, Digital Media Analyst & Jeremiah Owyang, Industry Analyst, Partner@lieblink @jowyang Event Hashtag #POEMedia
© 2012 Altimeter Group© 2012 Altimeter Group
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/
We’re Tuning Out the Noise
© 2012 Altimeter Group
As consumption habits shift, brands require media ubiquity
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The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day
© 2012 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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© 2012 Altimeter Group
Investment in Earned and Owned increases in 2012 5
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
© 2012 Altimeter Group
A closer look into each media type
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
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© 2012 Altimeter Group
Digital Paid, Owned, and Earned media7
micrositescorporate blog
corporate websiteSponsored posts, adsPPC ads
Display, banner ads
Pay per post blogging
© 2012 Altimeter Group
Now, let’s define Converged Media8
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
© 2012 Altimeter Group
Creating branded ‘surround sound’: how media types influence and enable each other
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PAID
OWNED
EARNED
Drives
vol
ume
to b
rand
Drives volume
Provides platformPr
ovid
es p
latfo
rm
Instructs where to amplify
Informs innovation, creative
© 2012 Altimeter Group
POP QUIZ: Which media type are Facebook and Twitter?
© 2012 Altimeter Group
© 2012 Altimeter Group
Answer: all three!11
Paid:
• Sponsored tweets, posts, engagement ads
Owned:
• Branded Facebook or Twitter page
• Brand-curated content
• Branded Facebook apps
Earned:
• Fan/user-generated content posted related to brand
• May be on brand’s page or elsewhere
© 2012 Altimeter Group
What does this look like on Facebook?12
Owned
Paid
Earned
© 2012 Altimeter Group
What does this look like on Twitter?13
Owned
Paid
Earned
© 2012 Altimeter Group
Converged Media Example: Earned + Paid14
Bazaarvoice deploys paid advertisements with user ratings and reviews. Microsoft
advertises with transparency; shoppers click on the ads to learn more from their peers.
PaidEarned
© 2012 Altimeter Group
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How Successful Brands Deploy Converged Media
© 2012 Altimeter Group
© 2012 Altimeter Group
Glidden Paint employs a wide palette of channels, converging media for a streamlined brand experience
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© 2012 Altimeter Group
© 2012 Altimeter Group
Enterprise tech company pays the influencers to ignite earned, drive traffic back 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
© 2012 Altimeter Group
Enterprise tech company achieves converged media harmony with quality content
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While investing in influencers and media partners to amplify, the
investment was just as much in the content itself– valuable, sharable,
and on-brand.
© 2012 Altimeter Group
P&G tells stories of Olympian… Moms?19
P&G launched a globally resonant campaign to support more than 150 athletes and their mothers,
across 34 brands. In just a few months since launching, multiple video ads have received more
than 5 million views and the Thank You Mom Facebook page has over 750,000 likes in the
U.S. alone.
© 2012 Altimeter Group
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P&G ties in product imagery with brand message and campaign story
© 2012 Altimeter Group
© 2012 Altimeter Group
ClearChannel integrates online and offline channels to ‘make the audience the media’
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Converging media through 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.
© 2012 Altimeter Group
Uniqlo partners with an unlikely online ‘influencer’ to promote flagship store opening in SF
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Uniqlo creates “Lucky Cube with Maru,” a sharable, interactive game where users choose a box to win a prize.
Uniqlo hopes to drive traffic and buzz; The prize can be picked up locally or shipped. Maru the cat has received
more than 175 million views and was inducted into YouTube Japan’s Hall of Fame.
© 2012 Altimeter Group© 2012 Altimeter Group
Converged Media Success Criteria
© 2012 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
© 2012 Altimeter Group
Altimeter identifies 11 criteria to successful converged media deployment
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© 2012 Altimeter Group
Strategy: Understand Converged Media 26
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
© 2012 Altimeter Group
The value of each media type depends on the business
Source: Zuberance Paid, Owned, Earned Media Study, April 2011
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Owned35%
Earned32%
Paid32%
Biggest impact on business by cat-egory
Q: Which category has the biggest impact on your business in terms of generating
sales, new customers, and revenue from marketing-related efforts?
Owned media such as your
website or blog
Paid media such as search
engines, banner ads or other
advertising
Earned media such as reviews,
online forums, other sources for
peer advice
© 2012 Altimeter Group
Strategy: Plan a Stable Foundation 28
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
© 2012 Altimeter Group
Organization: Ability to Achieve Earned at Scale 29
© 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
© 2012 Altimeter Group
Intel’s iQ Social Publishing an industry first for integrated media curation
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The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the
insights generated through all data in aggregate.
© 2012 Altimeter Group
Organization: Align Teams & Departments31
© 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
© 2012 Altimeter Group
Intel among the first to reorganize… merging social media team with global media team
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“Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”
© 2012 Altimeter Group
Organization: Align Agencies & Vendors33
© 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
© 2012 Altimeter Group
Production: Aligned Content / Creative Across Channels34
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
© 2012 Altimeter Group
Why Virgin Mobile believes in a brand newsroom35
Built as a way to streamline the time between idea and execution, ‘Virgin Mobile Live’ is a the branded hub for all Virgin content. Targeting 18-30 year olds,
the brand ‘joins the conversation’ with a youthful, pop culture-savvy tone. Content is shared 100x/month on
Facebook, 200x/month on StumbleUpon.
© 2012 Altimeter Group
Production: Real-time Capabilities36
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
© 2012 Altimeter Group
Real-time marketing turbo-charges other efforts
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
© 2012 Altimeter Group
Production: Channel Flexible 38
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
© 2012 Altimeter Group
Production: Influencer Relations39
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
© 2012 Altimeter Group
Analysis: Social Listening / Analysis of Crowd 40
© 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
© 2012 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
© 2012 Altimeter Group
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© 2012 Altimeter Group
Workflow:
Coordinating Paid + Owned + Earned
© 2012 Altimeter Group
Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
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© 2012 Altimeter Group
© 2012 Altimeter Group
Periodic Strategic & Analysis Reporting44
Investigate what’s happening in Paid, Owned, Earned channels
What instructs what?
Listen to and observe your customers
Listen to competitors too
• What their customers say
• How they’re responding
© 2012 Altimeter Group
Content Strategy45
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
© 2012 Altimeter Group
Publication Across Channels46
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.
© 2012 Altimeter Group
Engagement47
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
© 2012 Altimeter Group
Amplification48
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 (eg. Bizaarvoice)
Tap into social graph by allowing those involved to share with their networks
© 2012 Altimeter Group
Restructuring49
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
© 2012 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
© 2012 Altimeter Group
And then the cycle repeats…51
© 2012 Altimeter Group
© 2012 Altimeter Group
But remember, workflows are unique to the organization52
© 2012 Altimeter Group
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© 2012 Altimeter Group
Putting the Pieces Together
© 2012 Altimeter Group
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We asked brands, agencies and vendors to rate the maturity of the Converged Media space….
© 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.
© 2012 Altimeter Group
Summary55
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
© 2012 Altimeter Group
Rebecca Liebrebecca@altimetergroup.com
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.
Jeremiah Owyangjeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
With assistance from Jessica Groopman, Researcher