SXSW: Own the media. Or the media will own you.
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SXSW: Own the media. Or the media will own you.

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For a long time the business of media was all about buying people’s attention. Not so long ago, “spontaneous media” (whatever it really means) stepped in. But the growing fragmentation of media ...

For a long time the business of media was all about buying people’s attention. Not so long ago, “spontaneous media” (whatever it really means) stepped in. But the growing fragmentation of media landscape and more social driven media experiences are making people’s attention harder to get.

Don’t panic. It’s time to add owned media to the equation. Audience is value, and if your can build one or use better one that you already have you will own the greatest asset of all. And, at some point, a consequence of this might be to stop buying media and start selling it. Is your marketing department is ready to start making money instead of spending it?

LiveAD, brazilian award winning creative hotshop (and 2011 SXSW interactive activism finalist!), talks about the importance of owned media along side paid and earned media. And shows some advantages of platform building and some nice results achieved for clients such as Nike, C&A, Lacoste and Oi (one of the biggest mobile carriers in Brazil).

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SXSW: Own the media. Or the media will own you. SXSW: Own the media. Or the media will own you. Presentation Transcript

  • OWN THE MEDIA OR THE MEDIA WILL OWN YOU LUCAS MELLO MAURO SILVA CRIS MONTEIRO RICARDO GUERRA CEO - LIVE SÃO PAULO CREATIVE DIRECTOR - LIVE SÃO PAULO MARKETING MANAGER - PEPSICO HEAD OF CONSUMERS CHANNELS - ITAÚterça-feira, 13 de março de 12
  • #OWNMEDIAterça-feira, 13 de março de 12
  • PAID OWN MEDIA MEDIA EARNED MEDIA #OWNMEDIAterça-feira, 13 de março de 12
  • PAID OWN MEDIA MEDIA EARNED MEDIA #OWNMEDIAterça-feira, 13 de março de 12
  • THE RISE OF OWN MEDIA NEW DIGITAL TECHNOLOGIES IMPACT OF STARTUP CULTURE ON BRANDS FACEBOOK FANPAGES, A NEW FRIENDLY ENVIRONMENT FOR BRANDS #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE MAURO SILVA CREATIVE DIRECTOR LIVE SÃO PAULO #OWNMEDIAterça-feira, 13 de março de 12
  • terça-feira, 13 de março de 12
  • WATCH THE COMPLETE VIDEO CASE ON THE LINK: http://VIMEO.com/37520005terça-feira, 13 de março de 12
  • AMBASSADORS PROJECT AMBASSADORS EVENT AMBASSADORS KIT FACEBOOK ADS TRAINING EVENTS CONTENT INDOOR MEDIA INFLUENCERS GROUP ON FACEBOOK AMBASSADORS CO-CREATIVE SESSIONS TV CAMPAIGN NIKE BLOG PAID OWN SPORTV SPECIAL CONTENT MEDIA MEDIA TWITTER CONTENT FACEBOOK CONTENT PRINT CAMPAIGN INSTAGRAM CONTENT ONLINE DISPLAY MEDIA CAMPAIGN RUNNING CLUB EXPERIENCE CONTENT PARTNER BLOGS MEDIA GOODSTUFF TAB ON FACEBOOK CORRIDASPRIO TAB EARNED MEDIA PRESS CONFERENCE PRESS RELEASE PRESS RUNNING TEAM #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE HIGHSCHOOL UNIVERSITY MID 30s #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE HIGHSCHOOL UNIVERSITY MID 30s #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE HIGHSCHOOL UNIVERSITY MID 30s #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE HIGHSCHOOL UNIVERSITY MID 30s #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE WE NEEDED TO CREATE NEW RUNNING CULTURE WE NEEDED TO CREATE A BEHAVIOR WE NEEDED TO BUILT IT FROM INSIDE #OWNMEDIAterça-feira, 13 de março de 12
  • OWN MEDIA BUILDING NIKE STARTED TWITTER 5 YEARS AGO @NIKECORRE: 169.183 FOLLOWERS STARTED FACEBOOK FANPAGE 3 YEARS AGO: 297.760 FANS INFLUENCERS GROUP 1 YEARS AGO: 3.000 RUNNERS #OWNMEDIAterça-feira, 13 de março de 12
  • NIKE PEOPLE ARE NO LONGER ONLY CONSUMERS PEOPLE ARE ALSO THE MEDIA OUR OWN MEDIA WAS OUR VERY TARGET #OWNMEDIAterça-feira, 13 de março de 12
  • Q&A #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS CRIS MONTEIRO MARKETING MANAGER PEPSICO #OWNMEDIAterça-feira, 13 de março de 12
  • 200K 100K 0 FANPAGE OPENING JUN.11terça-feira, 13 de março de 12
  • DORITOS DORITOS UNCUT #OWNMEDIAterça-feira, 13 de março de 12
  • WATCH THE COMPLETE VIDEO ON THE LINK: http://www.youtube.com/watch?v=o9IzlRcuFXUterça-feira, 13 de março de 12
  • 200K 100K 58 K FANS 0 FANPAGE ACTIVATION#1 OPENING [DORITOS UNCUT] JUN.11 JUL.11terça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO CHRISTIAN PIOR, TV STAR, 2 MILLION TWITTER FOLLOWERS #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO CHRISTIAN PIOR, TV STAR, 2 MILLION TWITTER FOLLOWERS #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO #OWNMEDIAterça-feira, 13 de março de 12
  • DORITOS O PIOR DO VERÃO #OWNMEDIAterça-feira, 13 de março de 12
  • 200K 142 K FANS 100K 0 FANPAGE ACTIVATION#1 ACTIVATION#2 OPENING [DORITOS UNCUT] [O PIOR DO VERÃO] JUN.11 JUL.11 FEB.12terça-feira, 13 de março de 12
  • DORITOS KNOW YOUR BRAND PERSONALITY CREATE A DIGITAL CULTURE MARRY AN AGENCY #OWNMEDIAterça-feira, 13 de março de 12
  • Q&A #OWNMEDIAterça-feira, 13 de março de 12
  • ITAÚ RICARDO GUERRA HEAD OF CONSUMERS CHANNELS ITAÚ #OWNMEDIAterça-feira, 13 de março de 12
  • terça-feira, 13 de março de 12
  • ITAÚ 8th LARGEST BANK IN THE WORLD 50 MILLION CLIENTS 40% OF CREDIT CARD MARKET SHARE 2 MILLION ONLINE DAILY VISITORS 30.000 ATM 4.000 BRANCHES #OWNMEDIAterça-feira, 13 de março de 12
  • Q&A #OWNMEDIAterça-feira, 13 de março de 12
  • THANK YOU CONTATO@LIVESAOPAULO.CO #OWNMEDIAterça-feira, 13 de março de 12