Digital ecosystem: how to manage your paid, owned and earned media

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What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements).

This slideshow will take you through:
• Types of media
• What is a customer experience ecosystem?
• How do I create a customer experience ecosystem?
• How to test, learn and evolve
• Understanding your customers
• Some questions to get you thinking about your brand and situation

Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.

Published in: Technology, Business

Digital ecosystem: how to manage your paid, owned and earned media

  1. 1. BuildingA Customer Experience Ecosystem
  2. 2. Using cross disciplines to drive connected awareness, engagement and customer acquisition.
  3. 3. But First … How the world has changed and why ecosystems are now so important …
  4. 4. It used to be simple …
  5. 5. One message can reach many people
  6. 6. One message could reach many people
  7. 7. But it is now more complex …
  8. 8. But it is now more complex …
  9. 9. Paid. Owned. Earned.
  10. 10. Paid Media Print Adverts Radio Commercials Online Ads
  11. 11. Owned Media Website Facebook Page Mobile Apps Store front Brochures
  12. 12. Earned Media Forums Social Media Word of Mouth
  13. 13. Your audience Paid  Prospects Own  Customers Earned  Advocates
  14. 14. They are inter-related WebsiteSocial Owned Media Mobile Owned media platforms
  15. 15. They are inter-related WebsiteSocial Owned Media Mobile Content Content is fed into your owned platforms.
  16. 16. They are inter-related WebsiteSocial Owned Media Mobile Distribution Content Paid & Earned Media And distributed via paid and earned media.
  17. 17. They are inter-related WebsiteSocial Owned Media Mobile Distribution Email SEO PPC Content Paid & Earned Media Social Offline Display Which can take place across many channels.
  18. 18. They are inter-related WebsiteSocial Owned Media Mobile Distribution Email SEO PPC Content Paid & Earned Media Social Offline Display And should bring people back to your owned media platforms.
  19. 19. Why?
  20. 20. Loyalty
  21. 21. Problem?
  22. 22. Complexity
  23. 23. An inter-related web of owned platforms that collectively deliver the consumer a superior service Ecosystems
  24. 24. What do we mean? iPhone iTunes iPad Apple TV Laptop
  25. 25. CRM Website Social media Television Online Community What do we mean? Publicity
  26. 26. Newsletter? Website? Social media? …? Online Community? Your Ecosystem Print? Your Company
  27. 27. How?
  28. 28. Making a customer experience ecosystem Facebook
  29. 29. Making a customer experience ecosystem FacebookWebsite Email TV ad Google ads
  30. 30. Making a customer experience ecosystem FacebookWebsite Email TV ad Google ads
  31. 31. The digital ecosystem “Buyers wait until they have completed 60 - 80% of their research before reaching out to vendors” -------------------------------------- Michael Brenner, Senior Director of Global Marketing at SAP
  32. 32. Website The digital ecosystem
  33. 33. The digital ecosystem Your owned media becomes critical in the ecosystem. Investing in Media • Websites & Microsites • Content strategies • Social strategies • Social management • Mobile applications
  34. 34. Workshop 15minutes This concludes part 1 Now, a quick exercise to get us all thinking…
  35. 35. Question 1 Ecosystems need a clear understanding of digital channels. So what are the key challenges for growing your business’s digital channels and how do you overcome them? Question 2 Pick a brand, and begin to map out its owned ecosystem. Now identify ways to grow it to include further channels
  36. 36. Part 2: Test, learn, evolve
  37. 37. Abit more history … In a campaign mindset, most of our effort is put in up front.
  38. 38. The Campaign is LIVE!
  39. 39. But Ecosystems are ‘always-on’
  40. 40. Always-on. Evolving. Collaborative.
  41. 41. Collaborate Creativity, graphic design, product design, mobile design, software programming, hardware and infrastructure, app development, organisational change, measurement and data analysis, understanding of brands, understanding of business, project management, programme management, browsers and front- end code, content strategy, social media, human culture, economics, behavioural economics, user experience,
  42. 42. Operating the ecosystem Understanding the audience and media channels is key to engaging with your customers.
  43. 43. Operating the ecosystem How?
  44. 44. Operating the ecosystem How? • Research • Strategy • CRM • Social listening • A/B testing • Adapting • Analytics • Engagement models • Campaign Metrics • User analytics • Real time
  45. 45. Understanding your customers • Understanding the customer behaviour • Listening to social conversations • Defining the right media channels
  46. 46. The Marketing Plan • Digital landscape changing rapidly. • Yearly plans are no longer effective. • Quarterly planning to review objectives and adapt to market conditions.
  47. 47. Engaging the customers • Audience specific content • Going out with a single voice • Giving customers the personalised experience • Joining in on social conversations
  48. 48. Engaging the customers
  49. 49. All that data • Conversions • Uncover opportunties • Adapting marketing plan
  50. 50. In a nutshell The Marketing Plan Engaging with the Customers Analysing the data Adapting the marketing plan Understanding Your Customers
  51. 51. Workshop 15minutes This concludes part 2 Now, a quick exercise to get us all thinking…
  52. 52. Question 1 What are ways your organisations can test, learn and evolve? What do you currently test, and how can that be improved? Question 2 What are the barriers you face in trying to test, learn and evolve? What can we do to overcome them?
  53. 53. Thank You
  54. 54. Reading Room Pte Ltd 21 Tanjong Pagar Road, #04-01 Singapore 088444 Republic of Singapore T: +65 6603 6020 W: www.readingroom.com.sg E: info@readingroom.com.sg Follow @ReadingRoomSG Get in touch

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