Converged Media with Jeremiah Owyang of Altimeter Group
Transcript of Converged Media with Jeremiah Owyang of Altimeter Group
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The Converged Media Imperative:Combine Paid, Owned & Earned Media
Jeremiah Owyang
Industry Analyst
Altimeter Group
© 2013 Altimeter Group
Agenda
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Defining Converged Media
How Successful Brands Deploy Converged Media
Converged Media Success Criteria
Workflow: Coordinating Paid, Owned, and Earned
Summary
© 2013 Altimeter Group© 2013 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
© 2013 Altimeter Group
As consumption habits shift, brands require
media ubiquity
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
© 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
© 2013 Altimeter Group
Digital Paid, Owned, and Earned media
microsites
corporate blog
corporate website
Sponsored posts, ads
PPC ads
Display, banner ads
Pay per post blogging
© 2013 Altimeter Group
Investment in Earned and Owned increases in 2012
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
© 2013 Altimeter Group
A closer look into each media type
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
© 2013 Altimeter Group
Now, let‟s define Converged Media
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
how media types influence and enable each other
PAID
OWNED
EARNEDDrives volume
Instructs where to amplify
Creating branded ‘surround sound’:
© 2013 Altimeter Group
all three!
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
Answer:
© 2013 Altimeter Group
Converged Media Example:Earned + Paid
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
© 2013 Altimeter Group
The Original Runner Co. turned to Twitter followers to launch a new aisle runner color
The Original Runner Co, makers of
fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for
feedback before launching a new
runner color. Ten percent of followers
engaged, and supported the
development of a hot pink runner. The
company has 5 employees.
© 2013 Altimeter Group
Sharpie lets its fans do the copywriting, promotes tweets as ads
Targeting teens interested in creativity and self-
expression, Sharpie used Promoted Tweets. Through
Promoted Accounts, they attracted an artistic
following from whose tweets were made more
Promoted Tweets. The campaign helped Sharpie
increase its following by 6x at 1000 followers per day.
© 2013 Altimeter Group
Monterey‟s Convention & Visitors Bureau,
SeeMonterey, leverages paid tweets to drive
engagement and content
© 2013 Altimeter Group
1.3M
reach
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to
promote fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the
contest generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey
repurposed content from the campaign on their blog and other owned properties.
© 2013 Altimeter Group
How a small Milwaukee Burger joint
draws a crowd (Part I)
Local Milwaukee Burger Joint, AJ Bombers noticed its
growing Twitter following was using Foursquare more and
more, so they decided to set up the elusive “Swarm” badge
for the shop, earned from a gathering of 50+ Foursquare
users.
AJ Bombers cross-promoted the event as a fundraiser for
a Milwaukee Beer & Bratwurst part at SXSW (for which
AJ Bombers was a sponsor), across Twitter, Facebook,
Twtvite. Foursquare itself even tweeted the event.
© 2013 Altimeter Group
And „swarm‟ they do; AJ Bombers draws
mass foot traffic, engagement (Part II)
• Increased sales by 110%, doubling its
typical Sunday sales numbers
• 100 pre sign-ups; 161 check-ins
generated by the event in one day
• Hundreds of tweets generated by the
event, marked increase in word of mouth
• 56 users signed up for Foursquare for the
first time just to get the badge
• Biggest Foursquare check-in event in the
mid-west hitherto, first “Swarm”
• Picked up by multiple media outlets
• Took only 1 week to organize the event
© 2013 Altimeter Group
Qualcomm‟s Snapdragon‟s
Bug Circus Generator crawls across the internet
Using tiny creatures to promote a tiny
product, (Snapdragon‟s CPU is called
„Scorpion‟), the campaign was right on-
brand… and managed to bite users
with the viral video bug attracting more
than 600k views in the first few days–
now 1.2M.
B2B can go viral too:
© 2013 Altimeter Group
Brands that do not integrate paid, owned and
earned media types are at a disadvantage
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
The value of each media type depends on the
business
Source: Zuberance Paid, Owned, Earned Media Study, April 2011
Owned36%
Earned32%
Paid32%
Biggest impact on business by category
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
© 2013 Altimeter Group
Execution Workflow: Coordinating Paid,
Owned, and Earned as one orchestration
© 2013 Altimeter Group
© 2013 Altimeter Group
Periodic Strategic & Analysis Reporting
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
© 2013 Altimeter Group
Content Strategy
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 Channels
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
Engagement
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
Amplification
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.
Bazaarvoice)
Tap into social graph by allowing those
involved to share with their networks
© 2013 Altimeter Group
Restructuring
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
Measurement a baseline requirement across all
phases
© 2013 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/
© 2013 Altimeter Group
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When the Super Bowl lost power, Oreo quickly stepped into the spotlight
During the unexpected 34 minute
power outage at the Super Bowl,
Oreo stayed agile, designing,
captioning, and approving a clever
tweet in minutes which, within an
hour, received more than 15,811
retweets and drew 19,610
Facebook likes.
© 2013 Altimeter Group
We asked brands, agencies and vendors to rate the maturity of the
Converged Media space….
© 2013 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
Summary
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
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 Owyang
web-strategist.com/blog
Twitter: jowyang
With assistance from Jessica Groopman, Researcher
The Vocus family
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