Alternative and Social Media

John GrossAccount Director

HMH@johngee

Paid

Owned

Earned

Traditional

Approach

Paid media

Earned

Owned

Paid

Owned

Earned

Traditional

Approach

Evolution

Paid Media

Owned – Old Spice

• 3-days, over 180 video responses

• Custom messaging to key influencers

– Huffington Post, Apollo Ohno, Alyssa Milano, Gizmodo, Ellen Degeneres, Starbucks, even the Chicago Blackhawks

– Even facilitated an engagement

Earned – Old Spice

• Day 1 – Nearly 6 million views (more than Obama’s victory speech)

• Day 2 – had 8 of the 11 most popular videos online

• After first week, over 40 million views

• Old Spice channel became all time most viewed channel

Results – Old Spice

• Facebook fan interaction – up 800%

• Website traffic – up 300%

• In the last 3 months sales – up 55%

• In the last month sales – up 107%

• Old Spice is now the #1 body wash brand for men

Earned - Evolution

• PR campaign

• Possibly integrated with other communications, but generally separate

• Focused list of media contacts nurtured over time

• Primarily out-bound

Earned - Evolution

• Critical component of overall communication strategy. So it must:

– Enhance the brand experience

– Be appropriate messaging for the medium and what your audience will give you credit for

• Remember:

– Far greater number of influencers

– Most important, now a 2-way conversation

Earned - Evolution

• Objectives can range from

– Pushing company messaging

– Customer service

• company based

• consumer-directed (forums)

– Consumer research

– R&D

Operational Challenges

• Incorporating into existing structures

• Dedicating full-time resources

• Overall value of efforts still unclear

• Requires measure of risk tolerance

Australia Tourism Board

• Create interest in Great Barrier Reef

• Global campaign on classified budget

So how ….

Australia Tourism Board

Australia Tourism Board

• 1.4 million applicants

• www.islandreefjob.com - 4 million hits/hr on the first day of the campaign

• More hits in the UK than Google

• 35,000 video applicants from over 200 countries

• Media coverage valued at over $80 million

Groupon

Groupon

• Launched in ‘08, struggled to sell soccer tix in Chicago

• Kept working on their owned media, their product, refining and honing

• Focused on building their database

• First 10-12 months, grew exclusively through WOM (earned)

• Only recently expanded to paid media

Groupon

• First national deal, with Gap, this August

– $11 million in sales in one day

• Valued at over $1 billion

• Recently expanded into Japan and Russia

• Still expends extensive resources in owned and earned media

Mobile

• SMS

• Mobile ads

• 2D codes

Resources/Reading

http://www.slideshare.net/ignitiongroup/agency-25-selection-of-key-slides

www.mashable.com

www.techcrunch.com

http://www.smartbrief.com/aaaa/

Critical Read

http://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html