Social advertising in 2011 by jez jowett

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The role of paid, owned and earned media and what the media mix, in digital, could be. …

The role of paid, owned and earned media and what the media mix, in digital, could be.

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  • 1. Social Advertising in 2011
    • The role of paid, owned and earned media and what the media mix, in digital , could be.
  • 2. Jez Jowett, Global Director Cake, Havas Sports & Entertainment. 14 years being all things digital. #jezmond. Display & Media. Search. Mobile. Affiliates. Networks. Havas & Agency.com Viral Marketing Blogger Outreach Influencer Marketing Community Management Reputation Management Micro Publishing Promotions Partnerships Buzz Monitoring CAKE (12 years) Why Didn’t They? Blog A New Life in Italy Blog Jezmond tweets. Jezmondo YouTube. Jezmond Delicio.us Eatmail.TV & ERCM. Vinspired.com CMO. Consultant. PAID EARNED OWNED 300+ Campaigns. 1.5bn views / engagements.
  • 3. Today, we’re going to look at how the eco-system has changed dramatically, as brands are having to evolve, and play catch up to where consumers actually spending their time ( money and influence) News & Mainstream Sites Social Networks Time spent on social networks and their influence (reading, watching sharing) pre 2003 (or 2005) Brand Sites News & Mainstream Sites (paid) Social Networks and SM tools (Earned / free) Time spent on social networks and their influence (reading, watching sharing) in 2010 Brand Sites (owned)
  • 4. KEY COMPONENTS DE-CONSTRUCTED PAID OWNED EARNED AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS . PAID OWNED EARNED EARNED OWNED EARNED PAID OWNED SOCIAL & DIGITAL
  • 5. DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES PAID OWNED EARNED Source: Forrester Research
  • 6. PAID DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES BRAND PAYS TO LEVERAGE A CHANNEL DISPLAY ADS, TAKEOVERS, SPONSORSHIPS, PAID SEARCH. KICK START AND FEED OWNED AND EARNED MEDIA THE KNOWN, IMMEDIACY, SCALE, CONTROL CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES, EXPENSIVE
  • 7. OWNED DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES CHANNEL A BRAND CONTROLS / HAS REGISTERED WEBSITE, MICROSITE, BLOG, TWITTER, FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN RELATIONSHIP WITH EXISTING AND POTENTIAL CUSTOMERS CONTROL, COST EFFICIENCY, LONGEVITY, LEADS. COMPANY COMMS UN-TRUSTED, ROLES AND RESPONSIBILITIES, TAKES TIME TO SCALE
  • 8.  
  • 9. EARNED DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES CUSTOMERS BECOME THE CHANNEL WOM, SHARE, LIKE, RATE, RE-TWEET, FORWARD, CREATE CONTENT & CONVERSATIONS WORTH SHARING. MOST CREDIBLE, MOST INFLUENTIAL, MOST COST EFFICIENT, LONGEVITY NO CONTROL, NEG & POSITIVE, MEASURABILITY.
  • 10.  
  • 11. PAID OWNED EARNED Source: Forrester Research DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES BRAND PAYS TO LEVERAGE A CHANNEL DISPLAY ADS, TAKEOVERS, SPONSORSHIPS, PAID SEARCH. AMPLIFY OWNED AND EARNED MEDIA (KICK START IF APP.) THE KNOWN, IMMEDIACY, SCALE, CONTROL CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES, EXPENSIVE DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES CHANNEL A BRAND CONTROLS / HAS REGISTERED WEBSITE, MICROSITE, BLOG, TWITTER, FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN RELATIONSHIP WITH EXISTING AND POTENTIAL CUSTOMERS CONTROL, COST EFFICIENCY, LONGEVITY, LEADS. COMPANY COMMS UN-TRUSTED, ROLES AND RESPONSIBILITIES, TAKES TIME TO SCALE DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES CUSTOMERS BECOME THE CHANNEL WOM, SHARE, LIKE, RATE, RE-TWEET, FORWARD, POST, BLOG. CREATE CONTENT & CONVERSATIONS WORTH SHARING. MOST CREDIBLE, MOST INFLUENTIAL, MOST COST EFFICIENT, LONGEVITY NO CONTROL, NEG & POSITIVE, MEASURABILITY ?
  • 12. To DATE, THIS HAS BEEN THE MEDIA MIX THAT IS APPLIED TO MOST CAMPAIGNS Pre Launch Launch Post Launch time spend BLOGS BUZZ MICRO SITES TEASERS DISPLAY MEDIA SEO PR BLOGS BUZZ VIRAL INFLUENCER MICRO SITES E-CRM INTRANET COMMUNITY DISPLAY MEDIA SEM SEO PROMO’S NETWORKS BLOGS INFLUENCER MICRO SITES ECRM SEO / SEM
  • 13. THE PROBLEM: Pre Launch Launch Post Launch time spend
  • 14. THE SOCIAL MEDIA ECO-SYSTEM CURRENTLY LOOK LIKE THIS….
  • 15. Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other CORPORATE WEBSITE SOCIAL MEDIA HUB MY PAGE MY PAGE MY CHANNEL MY ACCOUNT ADS ADS ADS ADS ACCOUNT CHANNEL PAGE PAGE News sites Blog Networks Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other CORPORATE WEBSITE SOCIAL MEDIA HUB MY PAGE MY PAGE MY CHANNEL MY ACCOUNT News sites blogs blogs Blog Networks Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other ACCOUNT CHANNEL PAGE PAGE CORPORATE WEBSITE SOCIAL MEDIA HUB ADS ADS ADS ADS ADS ADS ADS ADS ADS MY PAGE MY PAGE MY CHANNEL MY ACCOUNT ADS ADS ADS ADS ADS Major & minor social networks Corporate social media profiles (owned media) Mainstream media & blogs (earned media) Advertising (paid media) SOCIAL MEDI A ECOSYSTEM Adapted: Dave Fleet
  • 16. Step by step, hubs and spokes….. Major & minor social networks Corporate social media profiles (owned media) Mainstream media & blogs (earned media) Advertising (paid media)
  • 17. Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other ACCOUNT CHANNEL PAGE PAGE SOCIAL MEDI A ECOSYSTEM (OWNED) CORPORATE WEBSITE SOCIAL MEDIA HUB Major & minor social networks Corporate social media profiles (owned media) Adapted: Dave Fleet
  • 18. Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other SOCIAL MEDI A ECOSYSTEM (EARNED) CORPORATE WEBSITE SOCIAL MEDIA HUB MY PAGE MY PAGE MY CHANNEL MY ACCOUNT News sites blogs MSN Blog Networks Major & minor social networks Mainstream media & blogs (earned media) Adapted: Dave Fleet
  • 19. Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other SOCIAL MEDI A ECOSYSTEM (PAID) CORPORATE WEBSITE SOCIAL MEDIA HUB ADS ADS ADS ADS ADS ADS ADS ADS ADS ADS ADS ADS ACCOUNT CHANNEL PAGE PAGE News sites Blog Networks ADS ADS Major & minor social networks Advertising (paid media) Adapted: Dave Fleet MSN ADS
  • 20. Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other CORPORATE WEBSITE SOCIAL MEDIA HUB MY PAGE MY PAGE MY CHANNEL MY ACCOUNT ADS ADS ADS ADS ACCOUNT CHANNEL PAGE PAGE News sites Blog Networks Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other CORPORATE WEBSITE SOCIAL MEDIA HUB MY PAGE MY PAGE MY CHANNEL MY ACCOUNT News sites blogs Blog Networks Facebook Twitter MySpace/Orkut YouTube Linkedin Flickr Delicious Other ACCOUNT CHANNEL PAGE PAGE CORPORATE WEBSITE SOCIAL MEDIA HUB ADS ADS ADS ADS ADS ADS ADS ADS ADS MY PAGE MY PAGE MY CHANNEL MY ACCOUNT ADS ADS ADS ADS ADS SOCIAL MEDI A ECOSYSTEM Adapted: Dave Fleet Major & minor social networks Corporate social media profiles (owned media) Mainstream media & blogs (earned media) Advertising (paid media) MSN ADS
  • 21. IMPORTANT TAKE-OUTS
  • 22. Content and conversations fizzing around the eco-system case studies
          • O , E, P : Pam Ann & British Airways
            • O, E , P : Tippex
            • O, E, P : Nespresso
  • 23. British Airways and Pam Ann - Own Media
    • Internal stakeholders approval
    • Internal ECRM and media
    • Casting Call - intranet
    • BA News Feature
    • Finalists selected - all owned media
    • The Making Of - YouTube
    • Cast & Crew Premiere
    • E-mail and social media distribution
    • Pam Ann owned media
    RESULTS : 4m views (8 weeks), 42% Own Media. http://www.youtube.com/watch?v=vtplCJIN-kI
  • 24.  
  • 25.  
  • 26. CONCLUSIONS AND CHALLENGES 1 2 3 3
  • 27. Pre Launch Launch Post Launch BLOGS BUZZ MICRO SITES TEASERS DISPLAY MEDIA SEO PR BLOGS BUZZ VIRAL INFLUENCER MICRO SITES E-CRM INTRANET COMMUNITY DISPLAY MEDIA SEM SEO PROMO’S NETWORKS BLOGS INFLUENCER MICRO SITES ECRM SEO / SEM “ THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Really, in every scenario ? 1 NOT THIS WAY
  • 28. Pre Launch Launch Post Launch BLOGS BUZZ INFLUENCER VIRAL PR MICRO SITES LIBRARY INTRANET VIDEO TEASER PARTNERS COMMUNITY DISPLAY MEDIA SEO BLOGS BUZZ INFLUENCER VIRAL PR SEO PARTNERS PROMOTED MICRO SITES E-CRM PARTNERS COMMUNITY BLOGS INFLUENCER SEO MICRO SITES ECRM PARTNERS COMMUNITY LIBRARY DISPLAY MEDIA SEM PROMO’S NETWORKS ECRM 1 “ THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario? A: In most scenarios where trust is important! time spend P O E DISPLAY MEDIA SEM NETWORKS
  • 29. Pre Launch Launch Post Launch BLOGS BUZZ INFLUENCER VIRAL PR MICRO SITES LIBRARY INTRANET VIDEO TEASER PARTNERS COMMUNITY DISPLAY MEDIA SEO BLOGS BUZZ INFLUENCER VIRAL PR SEO PARTNERS PROMOTED MICRO SITES E-CRM PARTNERS COMMUNITY BLOGS INFLUENCER SEO MICRO SITES ECRM PARTNERS COMMUNITY LIBRARY DISPLAY MEDIA SEM PROMO’S NETWORKS ECRM 1 “ THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario? A: In most scenarios where trust is important! time spend P O E DISPLAY MEDIA SEM NETWORKS PAID (traditional) 14% will increase spend in traditional paid media PAID (digital) 58% will increase spend in digital paid media EARNED (digital) 61% will increase spend in unpaid / earned media Source: Society of Digital agencies (SoDA) and AnswerLab 2011 Digital Marketing outlook” provided to eMarketer , Feb 9, 2011
  • 30. 2 “ OWN MEDIA IS UNDER USED, AND A WASTED ASSET” Resourcing ? Clarity ?
  • 31. 3 “ EARNED MEDIA CAN REACH MILLIONS & BILLIONS” But can it be proven ? What’s ROI of social media ?
  • 32. 4 “ PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? Pre Launch Launch Post Launch BLOGS BUZZ INFLUENCER VIRAL PR MICRO SITES LIBRARY INTRANET VIDEO TEASER PARTNERS COMMUNITY DISPLAY MEDIA SEO BLOGS BUZZ INFLUENCER VIRAL PR SEO PARTNERS PROMOTED MICRO SITES E-CRM PARTNERS COMMUNITY DISPLAY MEDIA SEM NETWORKS BLOGS INFLUENCER SEO MICRO SITES ECRM PARTNERS COMMUNITY LIBRARY time SAVING DISPLAY MEDIA SEM PROMO’S NETWORKS ECRM
  • 33. 4 “ PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? A: yes!
  • 34.