Post on 05-Dec-2014
description
Navigating the digital landscape
Shifting world– Consumer Habits– Digital Landscape
POE (Paid Owned and Earned) Digital Levers Focus
– Tracking– Display– RTB and Adexchange– Online Video– SEA– Affiliation– Social Media
Agenda
2
SHIFTING WORLD
3
GLOBAL ADSPEND CONSISTENTLY FOLLOWS GDP
4 Source: ZenithOptimedia AdForecast April 2013
Seven of the ten biggest contributors to global growth in ad dollars are developing markets
5
7 of the 10 largest Contributors will be rising markets: 43%
Source: ZenithOptimedia AdForecast April 2013
A SHIFT IN THE TOP 10 GLOBAL AD MARKETS
6
France set to leave top 10 in 2015 – Russia enters top 10…
…and digital is about to overtake press at a global level
7
40,1%
18,3%
18,7%
8,6%
7,0%6,8%
0,5%
2012
Television
Internet
Newspapers
Magazines
Radio
Outdoor
Cinema
39,5%
24,3%
15,1%
6,9%
6,6%6,9%
0,6%
20152012 2015
Source: ZenithOptimedia Global Adspend forecasts Dec 2012
8
Newsweek disappeared after 79 years
SHIFTING WORLD
9
1941
19981954
20052005
SHIFTING WORLD
10
SHIFTING WORLD
11
CONSUMER HABITS
SHIFTING WORLD
12
13
Long Ago, People Danced @ Concerts,Now They video / Click / Share / Tweet…
… still married to old habits
14
Daily viewing time continues to increase,sometimes significantly …
15 Daily viewing time in minutes per individual
Time spent per day
16
Internet time spending took the 2nd place after TV.
Source: TNS
17
18
1969…500m
Worlwide AUDIENCE
19
8 million Live
600millions
worlwide AUDIENCE
Same place …43 years later
20 Red Bull Stratos 8 million viewers live on Youtube6bn€
New ballgame
21
Some major changes
22
But behavior is changing
23
MULTI DEVICES SPREADING ACROSS MARKETS…
24
France Internet device penetration
25
78,9% 20,6% 27,6%47,9%
Smartphone Desktop TabletConnected TV
Source : Médiamétrie / Web Observatoire T2 2013
MULTI DEVICES SPECIFIC USAGE…
26
Around the house On the move
Source: Nielsen, European Technographics, Roland Berger - 2013
Mobile & tablet device usage peak in the evenings
27
Consumers are Multi-tasking while watching TV…
28
48% of Europeans surf the internet whilst watching television
65% of US 4 screens owners use another device whilst watching television
Source: IAB Europe Mediascope / IAB US 2012
Consumers are Multi-tasking while watching TV…
29
In Europe some countries have more than half of their population that go online while watching TV
Source : IAB Europe - 2013
MULTISCREEN DECREASES TV AUDIENCE
30
Source: Global average - IAB May 2012
DIGITAL LANDSCAPE
SHIFTING WORLD
31
32
Internet is ~20 years old…
How are we doing?
The Internet today
33 SOURCE:http://blog.hostgator.com/2013/05/02/a-day-in-the-life-of-the-internet/
Global gap …
34
3 Major Blocks… and a digital 4th world
35
Technology Cycles
36
Smartphone sales blew past PC Sales
37
Smartphone Usage =Still Early Stage With Tremendous (3-4x)
38 Source: Morgan Stanley Research estimates.
Number of connected devices growing…
39
1.2 bSmartphonesin
the World
2.3Nb of connected devices per pers
27Nb of devices changes / day
Source: Google 2013
1.5B Subscribers, 31% Growth, 21% Pen
40 Source: KPCB 2013 // Infoma // Morgan Stanley Research
41
Mobile Traffic as % of global traffic: 1.5x/yr accelerating
42
20% of page views now from Mobiles and Tablets
43
Device share of Page Views in Europe
Source: Comscore December 2012
Mobile Video shows tremendous growth in EU in one year 158,9 M online Video Viewers vs 48,1 M Mobile Video Users
44Source : comScore Video Metrix, December 2012 EUR 15+
Source : comScore Mobilens, 3 month average ending December 2012 EUR 13+
TABLET GROWTH=More rapid than smartphones, ipad = ~3x iPhone Growth
45 Source: KPCB 2013
And tablets are here to stay…
46 Source: Comscore December 2012
So the future is mobile
47
Predicting the Future
48
Predicting the Future
49
50
Predicting the Future: acceleration of everything
Predicting the Future: Technology will be the backbone of Marketing
51
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Predicting the Future: Media operating like capital markets
53
Predicting the Future: Global scale requires technology solutions…
54
Predicting the Future: What’s next?
Predicting the Future: some people laughed at PC & Internet too…
55
56
Predicting the Future: Sensor-enabled wearable attributes…
57
Predicting the Future: new shopping habits…
58
Back to the Future…
Paid Owned Earned
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Touchpoints
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PR
Social
UGC
Reviews
News
Mobile
ContentBlogs
Events
Content
MobileContent
Packaging
Instore
Brand Site
Social
OOH
Cinema
Radio
TV
Sponsorship
Display
Sponsorship
Paid Search
Social
Overloadedconsumers
Incomplete andincomparable
datapaid
owne
d
earned
Consumers with the advent of
more technology are exposed to a
Multitude of Touchpoints
A sophisticated ecosystem…
Paid drives Owned, but can also drive Earned
Microsite
Paid Owned Earned
Synergy: Key to efficiency
Owned can drive Earned,but can also help Paid
Earned drives Owned, help Paid and gives Insights / Feedback
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Paid Owned Earned in the digital worldMedia Type Definition Examples Benefits Challenges
Owned Media Channel a brand controls
Web site Mobile site Blog Twitter
account Facebook
Control Cost efficiency Longevity Versatility Niche audiences
No guarantees Company
communication not trusted
Takes time to scale
Paid Media Brand pays to leverage a channel
Display ads Paid Search Sponsorships
In demand Immediacy Scale Control
Clutter Declining
Response rates Poor credibility
Earned Media When customers become the channel
WOM Buzz ‘Viral’
Most credible Key role in most sales Transparent and lives
on
No control Can be negative Scale Hard to measure
Set campaign tasks on the consumer pathway
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What is it?
What does it do?
What is it called?
What does it look like?
How does it make me feel?
Is it for people like me?
Do I like it?
How do I know this is the best?
Where and how do I find out more?
When, where and how do I buy this?
Why should I buy this now?
How do I use this?
Why should I use this now/more often?
How do I get more from this?
Can I be part of this brand?
How do I engage more with it?
What’s my reward?
How I show my appreciation?
What’s the story?
How do I share?
Productnews
Emotionalinvolvement
Helping themchoose
Convert toaction
Improve theexperience
Rewardbrand users
Enable
WOM
BRAND ACTION
Know Feel Think Shop Use Bond Tell
CONSUMER BRAND EXPERIENCE
Display - Performance
Emails/ Newsletters
Sponsorships/partnerships
Affiliation
SEA + SEO
Video – Online TVDisplay - Branding
Shopbot – Comparison websites
Social media Social media Social media
Shopbots
Shoppable Video
Mobile
Multiple actionable digital levers according to objectives
Digital has diversified consumer experiences…and measurement options…
Digital Levers Focus
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Measuring the performances of online campaigns
Tracking
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This describes the capabilities of an ad server to track, measure and report online campaign activities and performance (number of ad impressions, clicks, page views after banner click or after ad impression, interactions after click…)
Ad tracking is possible via tracking tags to be implemented before campaign start, in banners and websites to measure ad banner and destination website interactions.
Ad tracking solution provides reporting information by creative ad format, ad placements, publisher websites, daypart (hours…)… and proposes usually a real-time reporting to optimize the campaign on an on-going basis. This should be available through an online reporting system to monitor and control all these campaign performance indicators.
Why is data tracking essential ?
Why is data tracking essential ?
Measure your traffic & Identify your Audience!
Create a bridge between regular media data, site activity data and customer data
Better understanding of the consumer pathway, “from Awareness to purchase”
Identify conversion factors and positively affect key indicators: Conversion rates (Sales, Newsletter, contest, etc.)
Web users actions on your site become the main objective to reach
=> key Performance Indicator (KPIs)
Why is data tracking essential ?
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Optimization on-the-go for a better spend!
Measure site’s activity in real time to understand the customers’ activity on
site and to optimize media investment by publisher channel
A test and learn approach: at the end of the campaign we will be able to get
precious learnings for the following campaigns.
Why is data tracking essential ?
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Stop throwing your money out!
Understand your consumers and optimize your ROI
Optimize your campaign to reach your KPIs (Sales, Newsletter, etc)
Identify the conversion path to optimize the performances
Ability to identify, track, and report complex user interactions to develop efficient campaigns via Retargeting
Why is data tracking essential ?
Get reliable information on the actual performance of your campaign Allocate conversions to the exact channel it came from Using a simple tracking method means de-duplication of conversion data
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1 conversion paid to channel w/ the last attributed cookie
Your website
Why is data tracking essential ?
Avoid Duplication!
Display
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Display, an answer to all media objectives
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Creative can echo TV/print messages in order to increase memorization halo effect
High visibility and impacting campaign through innovative formats on high reach websites and portals
Generate engagement by offering unique and useful experience through : In-banner interactions (ie mini game or contest), website integrations with added value for the user (ie eshop integration, recipe/tips – see Tendriade example), social plugin integration in banner..Creative developed ad-hoc for the online campaign
Maximize traffic, enlarge consumer database / generate on or off line sales through a contest, coupons, special deals …Cost-effective buying with standard formatsCreative : strong and clear call to action Conversion funnel on the website has to be optimized (3 clicks max)
Coverage / Awareness Engagement Traffic/Recruitment/Sales
Display, presentation of different formats
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Online display media landscape
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A same placement can serve multiple objectives. The message itself will determine the user’s actions and objective achievement.
A clear creative message is key
Branding /Awareness/Visibility Performance/Lead
A. Build Awareness
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B. Create engagement
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Keys to a good story telling :
Engage with your audience : clear and pertinent content - Conversation, exclusivity and originality
Incite share : give them the need to share your content!
Engaging tool : innovate with apps, widgets to optimize visibility and shares
Added value : consumers aspire to a real relationship with the brand and expect to benefit somewhat of
that relationship
Experience : make the consumer live a real and rich experience with the brand
B. Create engagement
C. Generate Traffic/Recruitment/Sales
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C. Generate Traffic/Recruitment/Sales
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Focus on ROI driven campaigns : Performanced based display and emailing campaigns can be activated to garanty
traffic/sales/recruitment
ROI driven display and emailing campaigns in order to maximise traffic and sales using :
- Digital networks and portals (ie MSN..) with pay per action buying model
- Digital networks using retargeting and behavioral targeting
- Targeted websites, on cost-effective placements with pay per clic or low CPM
- Targeted emailing databases when brand awareness is high with pay per action buying model
Requirement : strong call to action with a promotional offer, a coupon, a contest, a game…
Measurement of online display campaigns
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KPI’s are different for each type of campaign
Impressions & UV (coverage)RepetitionCost/ UVPosts tests, memorization…
MediaKPI’s
Number of clicksVisits post click & post-impression Interaction rateAverage time spent on siteCTRCost per click
TrafficKPI’s
Subscriptions, registrationsSalesConversion rateAverage turnoverCost of acquisition….
Transformation KPI’s
Traffic/engagement Recruitment/SalesVisibility/Exposure
Able to address a wide scope of objectives :– Branding, awareness, traffic, leads generation, ROI,…
Various buying models: – Cost per exposure (CPT), – Cost per click (CPC),– Cost per lead or per acquisition (CPL / CPA) …
Requires to be creative, flexible, innovative in order to emerge
Fully measurable (via in depth tracking possibilities)Þ Media rich in learnings
To recap, Display is a diversified channel
Mass campaign
Socio demographics targeting
Behavioral targeting
Targeting quality
Contextual targeting
Profile targeting
Day and geographic targeting
Soph
istic
ation
de
gree
Different ways to reach target audience with advertising
New targeting opportunities
Users centric
Standards targets based on media data / supports
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Contextual targeting
Source : Panel Nielsen NetRatings
Example : France Women 25-49 yo
High audience and coverage
Strong affinity
Affinity Targeting vs Reach
TargetingDay-part, Geographical & demographic targeting
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• Sites with users of the desired gender, age, HHI, education, etc. are identified with media planning tools.
Demographic
• Ads are shown only during specified times of day, according to performance and target audience behavior
Day-parting
• Ads are displayed only to users in certain geographical areas, based on country, region, DMA, etc.
Geographical
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Increasingly sophisticated methods to reach audiences online using data
3 methodologies to score profiles:
• Declarative (panel)
Generally used for demographics
• Surf on the web : what kind of content (sites/pages) did the user visit ?
• Request on search engines captured through referrers
These methodologies depend and vary according to the data provider
Collected data are not nominative
They are associated with the user’s IP address
Using consumer dataFocus on behavioral targeting
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More granular targeting based on site searches
Continuing the onsite customer dialogue with more relevant messaging
Better user experience with more relevant ads
Using consumer dataFocus on retargeting and remessaging
How can I buy my target audience?Buying models- pro’s & cons
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Buy type Appropriate for : Pros Cons
Fixed RateAwareness, sponsorships, page exclusivities
No other advertisers on the pageQualitative presence, strong visibility Premium pricing – Volume not guaranteed
CPM (cost per thousand)
Sponsorship, premium buys
ControlGuaranteed volume.Targeting and filters can be applied
Premium pricing
Hybrid (CPM + other)CPM-A
Securing volume in performance systems
Provide additional control over volume in performance engines No performance guaranty
CPC (cost per click) Traffic objectivesHigher priority than CPA in the P.E systemsBetter control of volume for linear conversion paths
Higher pricing Ltd targeting available across most CPC activity.Volume not guaranteed and difficult to flight
CPA (cost per action) Applications, leads, and online actions
Closest to ideal ROI position for advertisers (publisher assumes majority of risk)Only pay for agreed outcome at agreed bid
Susceptible to competitionLittle control of placement and site selectionVolumes are not guaranteedInability to target
RTB and Adexchange
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Two Decades of Online Buying
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The growth in the volume of inventory in the online marketplace has led to new buying models.
How can RTB help you achieve your marketing goals?
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How does RTB work?
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1. User arrives at a site. Site sends a request to the Ad Exchange for an ad.
2. The site feeds data into the exchange (data can be related to site, user, etc.).
3. The data is relayed to a demand side platform (DSP) which is the technology used to gather availability and then bid on the impression.
4. If the ad/impression request fits your campaign parameters your pre set bid will be submitted to the Ad Exchange.
5. The exchange receives all of the bids, verifies for any blocked advertisers and then selects the winning bid.
6. That bidder’s ad is then served to the site and the user is shown a more relevant and targeted ad.
Success Requires Knowledge Sharing
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Data Providers
DSPEvaluation
InventorySources
ExpectationSetting
ReportingDashboards
OverallStrategy
Partners
KPIs
HotButtons
CAMPAIGNSUCCESS
AdvertiserAgency
Real-time Bidding
Active Learning
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Targeting
Optimizing
ScalingReporting
Performing
Online Video
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Why focus on Online Video ?
102
1.Increased memorisation vs. other media
2. Incremental Coverage
3. Reach Light TV Viewers
4. Stand out vs. competitors (SOV)
5. Cost efficiency
6.Enriched experience vs. search or traditional display / redirection is not a requirement
The volume of users watching Video content online has increased by 9% in the past year
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What determines Online Video relevance ?
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1. Market’s TV coverage, congestion and profitability
2. Market’s Digital coverage
3. Market’s TV Online coverage, broadband capacity
4. Cost efficiency : CPM : TV vs TVOL
5. Placement type (Pre-Roll, Center Break) and quality
6. Targeting possibilities
7. Video content available
8. Redirection possibilities
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In-Banner:
Advertising videos integrated in classical
display formats
In-Stream: Dynamically integrated ad video in a streaming video content
(ex: Youtube)
Catch-Up: « Never miss a TV show again! » Similar to In-stream, used for (re)viewing TV programmes without the use of a TV.
The different types of Online Video
Buying Models
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Buy type Appropriate for : Pros Cons
Fixed RateAwareness, sponsorships, page exclusivities
No other advertisers on the pageQualitative presence, very strong visibility Premium pricing – Volume not guaranteed
CPM (cost per thousand)
In-stream, in-banner, catch-up
ControlGuaranteed volume.Targeting and filters can be applied
Premium pricing
CPV (cost per view) Massive diffusion at controlled cost
Closest to ideal ROI position for advertisers (publisher assumes majority of risk)Only pay for agreed outcome at agreed bid
Susceptible to competitionLittle control of placement and site selectionVolumes are not guaranteedTargeting is not always possible
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On top of coverage and GRP’s costs optimization, Internet is about creating a halo effect around the campaign in order to increase impact, memorization, top of mind and purchase intent
Using the same creative ad / platform will maximize this complementarity effect, creating a real continuity, an «echo» between the 2 medias
Creative guideline: use the TV copies on digital !
Source : Nielsen -238 brands et 412 products tested ie 951 copies aired in TV and mid-roll of a TV show (entire) aired on the web.
On premium video websites, TV copies show more impact than dedicated creatives: from6 to 15%
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Creative guideline : Best practice
In order to benefit from the free visibility during the first 30 seconds (and especially during
the first 5 seconds) we strongly recommend including the following during the first seconds :
A fixed logo during the entire video and/or
The end packshot / brand logo and/or any important and appealing information
Unless the video’s content is extremely entertaining, we recommend limiting the video’s
duration to 30 seconds max. Ideal duration being between 15 and 20 seconds.
Search Introduction
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The basics of Paid Search
110Which becomes the ZMOT of next user
THE CONSUMER JOURNEY IN TODAY’S DIGITAL WORLDHAS RADICALLY CHANGED
The basics of Paid Search
111
SEA challenges for a brand
1. Answer consumers informative requests (recipes, nutrition, health, news…)
2. To improve brand image and awareness, and increase online leads (discount coupons, site visits)
3. Allowing in fine to increase brands market share
SEA : a lever for market share improvement
SEA : a lever for market share improvement
Territories to conquerBrand territory
Preempt Google results page on all declensions of Brand requests
Make sure that no competitor is showing
Protect your Brand at Google to make sure that no competitor can use it in their ad.
Understand consumer intentions behind every requests to cover only those for which the brand website contains a qualified answer
Encourage leads on the web site
DEFENSIVE - LOYALTY OFFENSIVE - ACQUISITION
Rationalize and increase investments on territories to conquer, while securing brand territory.
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Why should I invest in Paid Search ?1. To increase qualified traffic on your website
Why should you invest in Paid Search?
After 2 seconds After 8 seconds
The first 5-6 links on the left get by far the most attention and are much more frequently clicked. This includes the paid results on the top already in the first seconds.
Why should you invest in Paid Search?
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To increase your brand awareness and legitimacy
Why should you invest in Paid Search?
Source: comScore, US, CPG study / Jupiter Research / Ipsos Insight Consumer Survey
To increase my market share
Why should you invest in Paid Search?
ConsiderationTop of Mind Awareness
+34% +94%
TV SEM
0.54
1.40
PPC : ROI x2.5 vs TV
Net ROI per media
Ratio of short term sales per invested euro.
Impact of Paid Search on brand items
Cross Media Study :Herbabrillance campaign (Jun 09 / FR)
Source: Garnier Study & GfK, Benchmarking – the great leap forward, April 2010
How does paid search work?
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Optimization strategy
How does paid search work?
Ad Rank=
Pertinence
Quality Score
• Is determined by a combination of factors :• Click-Through Rate (CTR)• Keyword and ad copy pertinence• Landing Page quality• And some other factors
X
How much I’m ready to pay
Google Quality Score
Annonce
CTR
Landing
Page
Bid (Max Cost Per Click)
• The bid is the maximum amount an advertiser is ready to pay for each click on his ad.
How to create an efficient Paid Search campaign ?
Structure PrioritisationRelevance
The 3 Efficiency Pillars
1. Relenvance
The 3 Efficiency Pillars
Ensure adgroups are tightly themed
Cover the most relevant keywords
Use the most relevant adcopy
Direct to the most relevant landing pages
Maximise Quality Score Increase Ads position on the search page Achieve lower CPC and higher Conversion Rate Increase ROI
Structure
The 3 Efficiency Pillars
Purchase
Consideration
Awareness
Generic campaigns
Brand + Generics
Brand terms
Structure
The 3 Efficiency PillarsStructure campaigns according to the purchase
funnel
Ensure each search query triggers the right keyword
Allocate maximum budget to end funnel campaigns
Manage impression share on upper funnel campaigns
Maximise position and share of voice for top converting keywords Achieve cost efficiency for generic campaigns Maximise volume of conversions Increase ROI
In practical terms, how to launch a Paid Search campaign ?
In practical terms, how to launch a Paid Search campaign ?
The 3 Efficiency Pillars
Reporting & Insights
• Where to advertise• Brand & Generics• Competitor Terms• New Product Initiatives
• Relevancy• Site Structure• Reporting / Budget Control
Needs• Considerations for Quality
Score
• Message & Experience Should match KW / Copy
• Largest lever for Conversion Rate
• Budget• Performance Objectives• Drives the control of
actual performance
• Message to the searcher• Branding• Promotional• Testing
• Impressions, Clicks, CTR, CPC, Avg Pos.
• Conversions• CPA
Copy
Keywords
Landing Pages
Campaign Structure
Measurement
Bids & Budgets
The future of Search
126
Enhanced campaign
127
Demographics
128
Writing an Ad copy
The 3 Efficiency PillarsAd copy is used to connect keywords with relevant copy, screening out irrelevant traffic. Relevant copy prompts a user to click-through an ad (CTR), which is a key factor into the search engines’ algorithms for ad placements. High relevancy is rewarded with high placement.
Properly managed copy drives conversions, not just clicks…
Benefits at a Glance: Delivers high qualified traffic Increases click-through rates Decreases irrelevant clicks Maximizes campaign efficiency Reduces costs Increases leads/sales
Measurement
The 3 Efficiency Pillars
Reporting
• Ensure you have implemented conversion tracking• Test tracking is correctly implemented:
• Use test library• Create a dummy conversion
Tracking
• Integrate with analytics (where possible) to report on engagement metrics
• Synchronise platform with search engine platforms
• Set regular reportings following key metrics in order to follow performances and optimize in consequence.
Setting a campaign’s daily budget
The 3 Efficiency Pillars Use Google’s traffic estimator to
anticipate the demand of traffic an cost for each campaign
Ensure your budget is well distributed across campaigns and that daily budgets reflect the estimated volume of traffic and cost
Ensure budget covers 100% visibility on lower funnel campaigns
Use remaining budget to maximise the impression share for upper funnel campaigns
Conversions
Brand
Brand + Generic
Generic
Maximise impression share with remaining budget
Ensure 100% visibility
Ensure high visibility
Leverage with other channels
The 3 Efficiency PillarsLeverage activity from other channels to maximise SEM performance
Affiliation
133
Affiliation is a form of advertising that is priced based on campaign performance
A win-win partnership where an advertiser offers a webmaster visuals / tools to circulate on their website in order to promote their products (in exchange for a commission fixed ahead of time)
Definition of Affiliation
134
The advertiser uses a network of affiliates who act as a virtual sales force promoting the brand and the products of the advertiser
By including on their pages advertising materials &/or product information these affiliates direct traffic to the advertiser’s site
Each affiliate is remunerated according to the results attained
A performance marketing channel, affiliation is by definition, the marketing tool with the lowest risk given that the advertiser pays only if the internet user is converted according to specific conditions
Affiliation principles
135
Affiliation principles
136
A win-win partnership
137
• Utilize internet to install and reference the brand & its offers in order to:• Drive sales, increase average items per customer, grow turnover• Acquire a proprietary database with qualified and reactive opt-in contacts• Tap into quality traffic • Reinforce the awareness of the brand and site
• All the while controlling the cost per acquisition for each converted contact: according to remuneration defined by several criteria, the advertiser pays only once the result is achieved (sale, inscription, visit…)
Why chose affiliation?
138
Affiliation SWOT
139
Social Media
140
Social TV
141
Social Media Adspend: high growth…And mobile…
142
Social Media Adspend
$0.0
$2,000,000,000.0
$4,000,000,000.0
$6,000,000,000.0
$8,000,000,000.0
$10,000,000,000.0
$12,000,000,000.0
2012
2017
20122017
1.1B+ global active Facebook users…68% on mobiles…60% log indaily…with average 200+ friends… 350MM photos uploaded daily…*
Facebook secret ad revenue growth? Mobile…
143 Source: Facebook 5/2013
Social Media Key Players
144
Key Stats
145
How social Media impacts the consumer pathway
146
FourSquare
Google+
InstagramTwitter
6 categories of social media experiences
147
• Self contained experiences accessed through FB or mobile platforms
Applications
• Environments set up to serve a specific population for specific needs
Community
• Experiences for which branded content is created, distributed and shared
Social content
•Monitoring customer issues and managing one-to-one & one-to-few communications
Social CRM
•Using a group of socially connected individuals to build or enhance an asset
Crowd sourcing
•Paid media on social channels•Standard paid media driving to social context
Social placement
Social Media offers richer possibilities of measurement
148