Lucas Hulsebos - How Paid, Owned and Earned Media Work Together
The make-up of modern communications - paid, earned and owned
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In partnership with: #integratedcomms
Transcript of The make-up of modern communications - paid, earned and owned
In partnership with: #integratedcomms
Nick Masters Head of Online
PwC
In partnership with:
The outsiders PR Moment conference 25 February 2015
www.pwc.co.uk
PwC
In many organisations our structures tend to dominate thinking
January 2015
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PwC
January 2015
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1. Nielsen Net Ratings: 2013
Traditional models of disruption through – say advertising or direct mail – are increasingly redundant.
Our users are now in charge of curating their own information needs.
For a message to penetrate an audience effectively, it needs to be shared by a trusted source and be in a format that allows for easy consumption.
Users control what they see, not us
The impact of content increases enormously (>70% 1) if the receiver knows or trusts the originator and engages with it by choice.
Good content generates discussion, either with the originator, or through onward sharing among interested parties.
PwC
Crossing the right c
Not content
Not communities
Cohorts.
January 2015
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PwC
Why you need your employees to be engaged
According to the National Business Research Institute engaged employees:
• Produce twice as much work output in the same time as unengaged employees
• Are much more likely to actively share information with others.
In this way engaged employees become brand advocates using social media tools.
Similarly research from Technorati shows:
• Your employees can reach an audience that is up to 10-times larger than the one you are currently reaching
• Acceptance of a recommendation is on average around 70 per cent higher through personal recommendation as opposed to unsolicited communication (e-mail etc)
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PwC
Cohort model
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January 2015
Channels
• All brands are affected by these changes but few have moved beyond their broadcast mentality.
• As cohorts are self-selecting they are much less “controllable” but more enagaged as a result. They emerge at the intersection of where need meets provision
• Employees can play a crucial role in bringing a human interaction to discussions, but only when empowered and armed with the right information
• Not only are engaged employees twice as productive, they can be responsible for up to 80 per cent of your clients’ overall brand satisfaction
• Cohort groups can create a channel to market in their own right
Governance
Networks
Content Channel
Advocacy
PwC
So how do you complete the picture?
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PwC
The world is in beta
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PwC
Creating our social stars
January 2015
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PwC
You still have to pay up
• Twitter provides volume, while LinkedIn tends to offer more quality.
• So Twitter has given us higher levels of engagement but visitors coming from LinkedIn:
• spent longer on the site
• are more likely return to the site
• engaged with more of the content
• shared their personal information
• The Click Through Rate we are experiencing from our paid activity has constantly exceeded the average for our industry in a number of areas
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PwC
Despite all that – these still won
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Gareth Davies UK Head of Studio D UK
Waggener Edstrom
In partnership with:
Understanding Audience Behaviours
Gareth Davies Head of Digital & Insight, Waggener Edstrom
@thebeaverhousen
Your audience is channel agnostic and seek brand experiences not channel experiences
AWARENESS
Targeted
Promoted
Content
Social
Follow/Like
Personal
Networks Print
Media Showrooming Direct
Marketing
Branded
Search
Remarketing
Click
Offline
Ads
Generic
Search
CONSIDERATION ACTION
ON
LIN
E
OF
FL
INE
WOM
Social
Search Targeted
Promoted
Content
Display
Ads
PPC
Ads Website
Visit
Store
Visit
Direct
Marketing
P2P
Dialogue TV
Ads
THE COMMUNICATIONS QUANDRY
INSIGHT Who to sell to?
Where to reach them? How are they buying?
THE COMMUNICATIONS QUANDRY
ENGAGEMENT How do you increase
engagement? How do you interact?
CONTENT What works best?
What drives engagement?
INFRASTRUCTURE How do you best
organise yourselves to deliver integration?
In this channel agnostic world you need to understand four key areas
THE COMMUNICATIONS QUANDRY
So How Do Brands Answer
These Questions?
THE COMMUNICATIONS QUANDRY
#HOTDATA
THE COMMUNICATIONS QUANDRY
Brands Need To Be More
Traditional approaches do not clearly define behaviours and preferences
PPC data suggests I am
just interested in gadgets
Search data suggests I
only seek reviews
Display ad data suggests I
am interested in a PC Web data suggests I have
visited the product page
Traditional approaches to audience persona creation only look at the above in silos
‘GEEK’
THE COMMUNICATIONS QUANDRY
Join multiple data sources together to answer the questions about how, where and when to engage
‘GARETH’
THE COMMUNICATIONS QUANDRY
36 year old male
based in Kent
Uses an HTC
Android device Interests include
tech, food, music
Uses social for brand
engagement
Reads NME,
Gamespot, IGN Engages with Paid
Content regularly
Broad reach activation across
multiple audience profiles and
channels
Identify those audience profiles
engaging with the most content and
the channels they are using
Retarget those audience profiles
who have driven the highest
engagement with tailored content
Build ‘look-a-like’ profiles of these
audiences and continue to target
Brands need to spend more time ‘learning’ what their customers like and dislike and apply this to planning
#HOTDATA
THE COMMUNICATIONS QUANDRY
CASE STUDY: IROBOT
TARGET:
THE MODERN
PROFESSIONAL
AGE 40 - 55 Older children or Empty Nesters
CITY
DWELLERS High Disposable Income
#HOTDATA:
THE YOUNG
FAMILY
AGE 35 - 45 Very young or tween children
OUT OF
TOWNERS Moderate Disposable Income
CASE STUDY: IROBOT
TARGET:
THE MODERN
PROFESSIONAL
CONTENT:
Time Saving
High-End
PLACEMENT:
Lifestyle
Luxury
#HOTDATA:
THE YOUNG
FAMILY
CONTENT:
Family Activities
Pets
PLACEMENT:
Parenting
Kids
CASE STUDY: IROBOT TARGET:
THE MODERN
PROFESSIONAL
#HOTDATA:
THE YOUNG
FAMILY
CASE STUDY: IROBOT
THE MODERN PROFESSIONAL THE YOUNG FAMILY
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500
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Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
UK France Germany Switzerland
Applying audience learnings to content creation drove deeper more meaningful engagements with fans
UNPAID #HOTDATA
PAID #HOTDATA
1. Ask why your audience does something not what they do (and listen)
2. Don’t silo data - centralize data collection and analysis
3. Pilot small campaigns to generate greater audience insight
4. Test and learn, test and learn…then test and learn
5. Don’t split audiences via platform - be agile & authentic storytellers
KEY TAKEOUTS AND RECOMMENDATIONS
Any Questions?
Howard Jones Senior PR Manager
EE
In partnership with:
Paid and/or Owned and/or Earned Media
Challenge and/or Threat for the PR Industry?
@howard_jones Senior PR Manager, EE
The truth is….
…the industry doesn’t know which.
How do PR agencies respond?
This appears if you Google image ‘PR Client’.
How integrated/capable are
most PR agencies?
How are agency results measured?
What target metrics are agencies given?
Source: prmoment.com
Who decides? Who pays? And who manages?
Can any single component make a good campaign?
Which component counts for the most? Which gives the
most value? To which audience?
And what if….
…you have no money?
How to create a successful balance between paid, earned and owned media
Gareth Davies, UK Head of Studio D UK,
Waggener Edstrom Nick Masters, Head of Online, PwC
Sanjani Shah, International Senior Brand Communications Manager, The Body Shop
In partnership with:
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