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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	
  
Jez Jowett, Global Director
Cake, Havas Sports  Entertainment.
14 years being all things digital..	


                                         PAID	





         OWNED	





                                                   EARNED	

                                                                        300+ Campaigns.	

                                                               1.5bn views / engagements.
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)	





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
Brands are still slow to invest the same amount of
spend, for the same amount of time and influence	



                                                     Time. Influence and spend in 2010
KEY COMPONENTS DE-CONSTRUCTED	





AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS.	





                            SOCIAL  DIGITAL
DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES	





                                                  Source: Forrester Research
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	
  	
  
Social advertising in 2011 with Havas Sports & Entertainment
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	
  
Social advertising in 2011 with Havas Sports & Entertainment
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	
  
Social advertising in 2011 with Havas Sports & Entertainment
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
MEDIA BUYING PATTERNS , ‘THE NORM’	

    spend	





                                                         time	


         Pre Launch	

   Launch	

      Post Launch
THE PROBLEM:	



      spend	





                                                        time	


           Pre Launch	

   Launch	

   Post Launch
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
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
Step by step, hubs and spokes…..	





                      Corporate social      Mainstream
 Major  minor                                                 Advertising	

                        media profiles      media  blogs	

 social networks	

                                           (paid media)	

                       (owned media)	

   (earned media)
SOCIAL MEDI A ECOSYSTEM
       (OWNED)	





                           Corporate social
      Major  minor
                             media profiles
      social networks	

                            (owned media)	

   Adapted: Dave Fleet
SOCIAL MEDI A ECOSYSTEM
       (EARNED)	





                             Mainstream
      Major  minor
                            media  blogs	

      social networks	

                           (earned media)	

   Adapted: Dave Fleet
SOCIAL MEDI A ECOSYSTEM
         (PAID)	





      Major  minor         Advertising	

      social networks	

   (paid media)	

                                       Adapted: Dave Fleet
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
IMPORTANT TAKE-OUTS
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
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.
Social advertising in 2011 with Havas Sports & Entertainment
Social advertising in 2011 with Havas Sports & Entertainment
CONCLUSIONS AND CHALLENGES
“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “	

                       Really, in every scenario ? 	





Pre Launch	

            Launch	

                       Post Launch
“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
“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!
“OWN MEDIA IS UNDER USED, AND A WASTED ASSET”	

                 Resourcing ? Clarity ?
“EARNED MEDIA CAN REACH MILLIONS  BILLIONS”	

         But can it be proven ? What’s ROI of social media ?
“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED”	

                Should every paid, have earned and owned?	





                                                                                time	


Pre Launch	

              Launch	

                           Post Launch
“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED”	

           Should every paid, have earned and owned? A: yes!
Social advertising in 2011 with Havas Sports & Entertainment

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Social advertising in 2011 with Havas Sports & Entertainment

  • 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. Jez Jowett, Global Director Cake, Havas Sports Entertainment. 14 years being all things digital.. PAID OWNED EARNED 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) 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. Brands are still slow to invest the same amount of spend, for the same amount of time and influence Time. Influence and spend in 2010
  • 5. KEY COMPONENTS DE-CONSTRUCTED AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS. SOCIAL DIGITAL
  • 6. DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES Source: Forrester Research
  • 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    
  • 9. 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  
  • 11. 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  
  • 13. 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
  • 14. MEDIA BUYING PATTERNS , ‘THE NORM’ spend time Pre Launch Launch Post Launch
  • 15. THE PROBLEM: spend time Pre Launch Launch Post Launch
  • 16. 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
  • 17. 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
  • 18. Step by step, hubs and spokes….. Corporate social Mainstream Major minor Advertising media profiles media blogs social networks (paid media) (owned media) (earned media)
  • 19. SOCIAL MEDI A ECOSYSTEM (OWNED) Corporate social Major minor media profiles social networks (owned media) Adapted: Dave Fleet
  • 20. SOCIAL MEDI A ECOSYSTEM (EARNED) Mainstream Major minor media blogs social networks (earned media) Adapted: Dave Fleet
  • 21. SOCIAL MEDI A ECOSYSTEM (PAID) Major minor Advertising social networks (paid media) Adapted: Dave Fleet
  • 22. 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
  • 24. 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
  • 25. 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.
  • 29. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Really, in every scenario ? Pre Launch Launch Post Launch
  • 30. “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
  • 31. “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!
  • 32. “OWN MEDIA IS UNDER USED, AND A WASTED ASSET” Resourcing ? Clarity ?
  • 33. “EARNED MEDIA CAN REACH MILLIONS BILLIONS” But can it be proven ? What’s ROI of social media ?
  • 34. “PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? time Pre Launch Launch Post Launch
  • 35. “PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? A: yes!