Social advertising in 2011 with Havas Sports & Entertainment

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Social advertising in 2011 with Havas Sports & Entertainment

  1. 1. SOCIAL  ADVERTISING  IN  2011  The  role  of  paid,  owned  and  earned  media  and  what  that  media  mix,  in  digital,  could  and  should  be.  Jez  JoweJ,  Global  Social  Media  Director,  #Jezmond  
  2. 2. Jez Jowett, Global DirectorCake, Havas Sports Entertainment.14 years being all things digital.. PAID OWNED EARNED 300+ Campaigns. 1.5bn views / engagements.
  3. 3. Today, we’re going to look at how the eco-system has changed dramatically, as brands are having toevolve, and play catch up to where consumers actually spending their time (money andinfluence) Time spent on social networks and their influence Time spent on social networks and their (reading, watching sharing) pre 2003 (or 2005) influence (reading, watching sharing) in 2010
  4. 4. Brands are still slow to invest the same amount ofspend, for the same amount of time and influence Time. Influence and spend in 2010
  5. 5. KEY COMPONENTS DE-CONSTRUCTED AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS. SOCIAL DIGITAL
  6. 6. DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES Source: Forrester Research
  7. 7. DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES   DISPLAY  ADS,   CLUTTER,  LOW   KICK  START  AND  FEED   THE  KNOWN,   BRAND  PAYS  TO   TAKEOVERS,   CREDIBILITY,  LOW   OWNED  AND  EARNED   IMMEDIACY,  SCALE,  LEVERAGE  A  CHANNEL   SPONSORSHIPS,  PAID   RESPONSE  RATES,   MEDIA   CONTROL   SEARCH.       EXPENSIVE    
  8. 8. DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES   WEBSITE,  MICROSITE,   RELATIONSHIP  WITH   COMPANY  COMMS  UN-­‐CHANNEL  A  BRAND   CONTROL,  COST   BLOG,  TWITTER,   EXISTING  AND   TRUSTED,  ROLES  AND   CONTROLS  /  HAS   EFFICIENCY,  LONGEVITY,     FACEBOOK,  MYSPACE,   POTENTIAL   RESPONSIBILITIES,   REGISTERED   LEADS.   YOUTUBE,  LINKEDIN     CUSTOMERS     TAKES  TIME  TO  SCALE  
  9. 9. DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES   WOM,  SHARE,     MOST  CREDIBLE,   CREATE  CONTENT       NO  CONTROL,    CUSTOMERS  BECOME   LIKE,  RATE,     MOST  INFLUENTIAL,   CONVERSATIONS   NEG    POSITIVE,     THE  CHANNEL   RE-­‐TWEET,     MOST  COST  EFFICIENT,   WORTH  SHARING.   MEASURABILITY.   FORWARD,   LONGEVITY  
  10. 10. DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES   DISPLAY  ADS,   CLUTTER,  LOW   AMPLIFY    OWNED  AND   THE  KNOWN,   BRAND  PAYS  TO   TAKEOVERS,   CREDIBILITY,  LOW   EARNED  MEDIA  (KICK   IMMEDIACY,  SCALE,  LEVERAGE  A  CHANNEL   SPONSORSHIPS,  PAID   RESPONSE  RATES,   START  IF  APP.)   CONTROL   SEARCH.       EXPENSIVE     DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES   WEBSITE,  MICROSITE,   RELATIONSHIP  WITH   COMPANY  COMMS  UN-­‐ CHANNEL  A  BRAND   CONTROL,  COST   BLOG,  TWITTER,   EXISTING  AND   TRUSTED,  ROLES  AND   CONTROLS  /  HAS   EFFICIENCY,  LONGEVITY,     FACEBOOK,  MYSPACE,   POTENTIAL   RESPONSIBILITIES,   REGISTERED   LEADS.   YOUTUBE,  LINKEDIN     CUSTOMERS     TAKES  TIME  TO  SCALE   DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES   WOM,  SHARE,     MOST  CREDIBLE,   CREATE  CONTENT       NO  CONTROL,    CUSTOMERS  BECOME   LIKE,  RATE,     MOST  INFLUENTIAL,   CONVERSATIONS   NEG    POSITIVE,     THE  CHANNEL   RE-­‐TWEET,     MOST  COST  EFFICIENT,   WORTH  SHARING.   MEASURABILITY  ?   FORWARD,  POST,  BLOG.   LONGEVITY   Source: Forrester Research
  11. 11. MEDIA BUYING PATTERNS , ‘THE NORM’ spend time Pre Launch Launch Post Launch
  12. 12. THE PROBLEM: spend time Pre Launch Launch Post Launch
  13. 13. THE SOCIAL MEDIA ECO-SYSTEM CURRENTLY LOOK LIKE THIS…. Special thanks to Dave Fleet for his take on the eco-system that I have adapted. www.davefleet.com
  14. 14. SOCIAL MEDI A ECOSYSTEM Corporate social Mainstream Major minor Advertising media profiles media blogs social networks (paid media) (owned media) (earned media) Adapted: Dave Fleet
  15. 15. Step by step, hubs and spokes….. Corporate social Mainstream Major minor Advertising media profiles media blogs social networks (paid media) (owned media) (earned media)
  16. 16. SOCIAL MEDI A ECOSYSTEM (OWNED) Corporate social Major minor media profiles social networks (owned media) Adapted: Dave Fleet
  17. 17. SOCIAL MEDI A ECOSYSTEM (EARNED) Mainstream Major minor media blogs social networks (earned media) Adapted: Dave Fleet
  18. 18. SOCIAL MEDI A ECOSYSTEM (PAID) Major minor Advertising social networks (paid media) Adapted: Dave Fleet
  19. 19. SOCIAL MEDI A ECOSYSTEM Corporate social Mainstream Major minor Advertising media profiles media blogs social networks (paid media) (owned media) (earned media) Adapted: Dave Fleet
  20. 20. IMPORTANT TAKE-OUTS
  21. 21. Content and conversations fizzingaround the eco-system case studies O, E, P : Pam Ann British Airways O, E, P : Tippex O, E, P : Nespresso
  22. 22. 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 http://www.youtube.com/watch?v=vtplCJIN-kI RESULTS : 4m views (8 weeks), 42% Own Media.
  23. 23. CONCLUSIONS AND CHALLENGES
  24. 24. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Really, in every scenario ? Pre Launch Launch Post Launch
  25. 25. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario? A: In most scenarios where trust is important! spend time Pre Launch Launch Post Launch
  26. 26. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario? A: In most scenarios where trust is important! spend time Pre Launch Launch Post Launch Source: Society of Digital agencies (SoDA) and AnswerLab 2011 Digital Marketing outlook” provided to eMarketer , Feb 9, 2011!
  27. 27. “OWN MEDIA IS UNDER USED, AND A WASTED ASSET” Resourcing ? Clarity ?
  28. 28. “EARNED MEDIA CAN REACH MILLIONS BILLIONS” But can it be proven ? What’s ROI of social media ?
  29. 29. “PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? time Pre Launch Launch Post Launch
  30. 30. “PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? A: yes!

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