SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialDriving Paid, Earned and Owned Media with Social Intellige...
According to IDC by 2020there will be more than 35trillion terabytes of data atour disposal.Statistics from IBM, alongwith...
Consumer decision making has shifted – culture isshiftingSpectatorCultureParticipatoryCultureConvergenceCulture
As consumers take control of how, when and what they consume mediachannels are converging tooThe NewConvergedMediaWorkflow...
The value social data bringsAnalyzing and deriving insightsbased on social data givesbusinesses a real-time, non-biasedvie...
SDL Customer Commitment Framework – thefundamentals of successful CXM80% of businesses believe theircustomer experience is...
The ideal customer:SDL Customer Commitment Framework – thefundamentals of successful CXMShops Shares Advocates
SDL Customer Commitment Framework – 3 provenand predictive KPIsPCS: Product commitment score• What I get• Informs your val...
Emotional connections – Driving earned, paid and ownedmedia effectiveness through enabling customer journeysThe Advocacy J...
10• Explore this season‟s successes and strugglers• Look at some best practices that have drivensuccess for key shows• Ide...
11
0102030405060708090100Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Ma...
0102030405060708090100Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Ma...
0102030405060708090100Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Ma...
Increasing ratings, low BCSDeclining ratings, low BCSGrowth in viewing figures across 2012/13 seriesBCSscore Increasing ra...
Increasing ratings, low BCSDeclining ratings, low BCSGrowth in viewing figures across 2012/13 seriesBCSscore Increasing ra...
-60 -50 -40 -30 -20 -10 0 10 20 30 40 50 60EvangelizeKill or Cure Engage and EnableSupportIncreasing ratings, low BCSDecli...
18
Week on week the emotionalconnection with Red Widow isgrowing. People identify more withthe characters and the FemaleGangs...
KeysupportissuesNo support for niche and valuablefan base – the community isforming but have no support toengage. A save t...
21http://www.youtube.com/watch?v=JOtZNCU8XSw&list=PLNIBY1ZYyRPBAndoI5x8Ym1UA3PJ8Twu3
5 years in development and 5weeks in the real world but eventhe hard core gamers and SyFyfan base don‟t know how to makeco...
Kill orCure?There are no established ritualsaround the game / TV experience.Establishing and creatingconnection between th...
24
25Walking Dead has an consistentexperience eco-systemWalking Dead-heads or z-hedsknow, recognize and can embracethe Dead C...
26An integrated, interactive multi-media strategy TheWalking DeadDownward trend – limited ‘stickiness’ once viewed Growing...
EvangelizeThe community is selfgenerating, connected andadvocating. The volume of fanart, community discussions, UGCvideo ...
28Three key learnings Summary of best practiceKeysuccessfactorsIdentify, engage andsupport your communityacross a range of...
Q&A
Copyright © 2008-2013 SDL plc. All rights reserved.All company names, brand names, trademarks, service marks, images and l...
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Driving Earned, Paid and Owned Media Using Social Intelligence

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On May 8, 2013, Liz High, Senior Director Insights and Services at SDL, gave this presentation as part of the Advertising Research Foundation Thought Leader series in San Francisco. It’s safe to say that television isn’t what it used to be. Nowadays, the growing number of channels from which to view media (live, on demand, online streaming) make it much more difficult to be successful. Some series instantly get lost in the noise while some flourish. What made series such as Game of Thrones, The Walking Dead or Madmen a hot topic while others struggled for audience? It has never been more critical to understand exactly where, when and how you should drive earned, paid and owned media to maximize success. Liz walked through an analysis of how key US TV shows are living and dying through the smart application of multi-channel campaigns that embrace traditional and social that support new season launch. By looking through the lens of the SDL Customer Commitment Framework and exploring SDL’s predictive social measures we will reveal a set of best practices that can mean the difference between a viral hit and a rating challenge.

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  • GartnerBy 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. Nearly 90% of the data in the world has been created in the last two years alone, with social and mobile data accounting for a large part of that. By analyzing and deriving insights based on the social dataset you gain a real-time, non-biased view of your customer and their experience. Modeling the unstructured conversations occurring in the social web provides a deep and holistic understanding of that experience. This means you can adjust your strategy now, without waiting for a post-mortem. * source: published on the Gartner website: http://www.gartner.com/technology/topics/social-media.jsp
  • SDL’s Customer Commitment Framework (CCF®) enables organizations to gain real time insight from one of the world’s largest and richest data sets. No other research methodology or measurement framework allows organizations to listen, analyze and react to customer needs in real time thus shortening the purchase cycle, ensuring constant relevance and removing the usual chasm between gaining insight and getting to action. This gives organizations the power to directly participate in, and contextually direct the quality of, their customer’s experience by adopting a data-driven approach to decision making, strategic planning and execution. The development of SDL’s social data modeling through CCF was fueled by our desire to get a deep, detailed understanding of the customer journey first and understand how to properly manage it second. SDL developed CCF for the sole purpose of providing strategists and business decision makers with the market knowledge that enables raising awareness, converting shoppers into customers and customers into advocates.
  • SDL’s Customer Commitment Framework (CCF®) enables organizations to gain real time insight from one of the world’s largest and richest data sets. No other research methodology or measurement framework allows organizations to listen, analyze and react to customer needs in real time thus shortening the purchase cycle, ensuring constant relevance and removing the usual chasm between gaining insight and getting to action. This gives organizations the power to directly participate in, and contextually direct the quality of, their customer’s experience by adopting a data-driven approach to decision making, strategic planning and execution. The development of SDL’s social data modeling through CCF was fueled by our desire to get a deep, detailed understanding of the customer journey first and understand how to properly manage it second. SDL developed CCF for the sole purpose of providing strategists and business decision makers with the market knowledge that enables raising awareness, converting shoppers into customers and customers into advocates.
  • SDL’s Customer Commitment Framework (CCF®) enables organizations to gain real time insight from one of the world’s largest and richest data sets. No other research methodology or measurement framework allows organizations to listen, analyze and react to customer needs in real time thus shortening the purchase cycle, ensuring constant relevance and removing the usual chasm between gaining insight and getting to action. This gives organizations the power to directly participate in, and contextually direct the quality of, their customer’s experience by adopting a data-driven approach to decision making, strategic planning and execution. The development of SDL’s social data modeling through CCF was fueled by our desire to get a deep, detailed understanding of the customer journey first and understand how to properly manage it second. SDL developed CCF for the sole purpose of providing strategists and business decision makers with the market knowledge that enables raising awareness, converting shoppers into customers and customers into advocates.
  • SDL’s Customer Commitment Framework (CCF®) enables organizations to gain real time insight from one of the world’s largest and richest data sets. No other research methodology or measurement framework allows organizations to listen, analyze and react to customer needs in real time thus shortening the purchase cycle, ensuring constant relevance and removing the usual chasm between gaining insight and getting to action. This gives organizations the power to directly participate in, and contextually direct the quality of, their customer’s experience by adopting a data-driven approach to decision making, strategic planning and execution. The development of SDL’s social data modeling through CCF was fueled by our desire to get a deep, detailed understanding of the customer journey first and understand how to properly manage it second. SDL developed CCF for the sole purpose of providing strategists and business decision makers with the market knowledge that enables raising awareness, converting shoppers into customers and customers into advocates.
  • So let’s look at what happened through the lens of the SDL Product Commitment Score.One of the unique strengths of our measurement system is that unlike ANY other form of measurement, we can start to measure before a product is even in the marketplace because social data is about contextual insight. When the announcement was made people were curious, interested and frnaly wanted a Surface. However, the PCS score of 56 achieved the first week of the pre-launch announcement week has never been reached again for the RT. In fact as the chart shows the clear trend in likelihood to purchase is downwards. Even the launch days only created a temporary increase in the score. So why has the RT hit challenges along the way? Our enthnogrpahic deep dive into the data that makes up the score reveals 3 key issues (NEXT SLIDE)
  • So let’s look at what happened through the lens of the SDL Product Commitment Score.One of the unique strengths of our measurement system is that unlike ANY other form of measurement, we can start to measure before a product is even in the marketplace because social data is about contextual insight. When the announcement was made people were curious, interested and frnaly wanted a Surface. However, the PCS score of 56 achieved the first week of the pre-launch announcement week has never been reached again for the RT. In fact as the chart shows the clear trend in likelihood to purchase is downwards. Even the launch days only created a temporary increase in the score. So why has the RT hit challenges along the way? Our enthnogrpahic deep dive into the data that makes up the score reveals 3 key issues (NEXT SLIDE)
  • So let’s look at what happened through the lens of the SDL Product Commitment Score.One of the unique strengths of our measurement system is that unlike ANY other form of measurement, we can start to measure before a product is even in the marketplace because social data is about contextual insight. When the announcement was made people were curious, interested and frnaly wanted a Surface. However, the PCS score of 56 achieved the first week of the pre-launch announcement week has never been reached again for the RT. In fact as the chart shows the clear trend in likelihood to purchase is downwards. Even the launch days only created a temporary increase in the score. So why has the RT hit challenges along the way? Our enthnogrpahic deep dive into the data that makes up the score reveals 3 key issues (NEXT SLIDE)
  • This view is slightly different. The SDL Customer commitment framework offers out clients an opportunity to benchmark against the market. The 2x2 shows two data points: The change on PCS scores between Q4 1012 and Q4 2013 e.g. is buying intentions rising or fallingThe delta between the device PCs and the industry average (based on 100 global technology products)So the desired quadrant is the top right – a product that is performing better than the industry average and is seeing commitment to buy increasing substantially. The surface pro is here today.This further re-enforces the importance of the Pro finding, defining and owning its own space within the category.The most interesting insight revealed by this quadrant is the emerging threat from the Chromebook – a very low cost, browser device that has seen significant growth in overall interest. It may be attracting niche attentions right now but the PCS score suggests that it is a threat to the category as consumer confidence in could solutions increases and Google grows in confidence in delivering a strong app driven experience.
  • This view is slightly different. The SDL Customer commitment framework offers out clients an opportunity to benchmark against the market. The 2x2 shows two data points: The change on PCS scores between Q4 1012 and Q4 2013 e.g. is buying intentions rising or fallingThe delta between the device PCs and the industry average (based on 100 global technology products)So the desired quadrant is the top right – a product that is performing better than the industry average and is seeing commitment to buy increasing substantially. The surface pro is here today.This further re-enforces the importance of the Pro finding, defining and owning its own space within the category.The most interesting insight revealed by this quadrant is the emerging threat from the Chromebook – a very low cost, browser device that has seen significant growth in overall interest. It may be attracting niche attentions right now but the PCS score suggests that it is a threat to the category as consumer confidence in could solutions increases and Google grows in confidence in delivering a strong app driven experience.
  • This view is slightly different. The SDL Customer commitment framework offers out clients an opportunity to benchmark against the market. The 2x2 shows two data points: The change on PCS scores between Q4 1012 and Q4 2013 e.g. is buying intentions rising or fallingThe delta between the device PCs and the industry average (based on 100 global technology products)So the desired quadrant is the top right – a product that is performing better than the industry average and is seeing commitment to buy increasing substantially. The surface pro is here today.This further re-enforces the importance of the Pro finding, defining and owning its own space within the category.The most interesting insight revealed by this quadrant is the emerging threat from the Chromebook – a very low cost, browser device that has seen significant growth in overall interest. It may be attracting niche attentions right now but the PCS score suggests that it is a threat to the category as consumer confidence in could solutions increases and Google grows in confidence in delivering a strong app driven experience.
  • So let’s look at what happened through the lens of the SDL Product Commitment Score.One of the unique strengths of our measurement system is that unlike ANY other form of measurement, we can start to measure before a product is even in the marketplace because social data is about contextual insight. When the announcement was made people were curious, interested and frnaly wanted a Surface. However, the PCS score of 56 achieved the first week of the pre-launch announcement week has never been reached again for the RT. In fact as the chart shows the clear trend in likelihood to purchase is downwards. Even the launch days only created a temporary increase in the score. So why has the RT hit challenges along the way? Our enthnogrpahic deep dive into the data that makes up the score reveals 3 key issues (NEXT SLIDE)
  • We identified three primary theme in the social data: People were intrigues by the Surface but were stalling in the ‘Assessment’ phase of the buying journey. Fundamentally, the iPad owned and defined the tablet category and consumers were unsure where the Surface sat in the continuum between the iPad and a traditional productivity based netbook / laptop category. They didn't know when or how to choose the Surface.Secondly, for those that could move beyond the first step on the buying journey, they did not know how to effectively compare it to the iPador indeed to compare it to a laptop. This was further complicated by lack of clear pricing differentiation between devices within the category and between categories themselves. Thirdly, the advertising was brand and experience focused – a significant departure for Microsoft. While it resonated with some as a new start and new direction for Microsoft as a challenging brand (and more about who these people were later) – the majority of conversations focused on confusion about what Microsoft was trying to achieve and therefore confusion about why and who should buy it.To try to explore further, we overlaid the PCS for the Pro on top.
  • So let’s look at what happened through the lens of the SDL Product Commitment Score.One of the unique strengths of our measurement system is that unlike ANY other form of measurement, we can start to measure before a product is even in the marketplace because social data is about contextual insight. When the announcement was made people were curious, interested and frnaly wanted a Surface. However, the PCS score of 56 achieved the first week of the pre-launch announcement week has never been reached again for the RT. In fact as the chart shows the clear trend in likelihood to purchase is downwards. Even the launch days only created a temporary increase in the score. So why has the RT hit challenges along the way? Our enthnogrpahic deep dive into the data that makes up the score reveals 3 key issues (NEXT SLIDE)
  • We identified three primary theme in the social data: People were intrigues by the Surface but were stalling in the ‘Assessment’ phase of the buying journey. Fundamentally, the iPad owned and defined the tablet category and consumers were unsure where the Surface sat in the continuum between the iPad and a traditional productivity based netbook / laptop category. They didn't know when or how to choose the Surface.Secondly, for those that could move beyond the first step on the buying journey, they did not know how to effectively compare it to the iPador indeed to compare it to a laptop. This was further complicated by lack of clear pricing differentiation between devices within the category and between categories themselves. Thirdly, the advertising was brand and experience focused – a significant departure for Microsoft. While it resonated with some as a new start and new direction for Microsoft as a challenging brand (and more about who these people were later) – the majority of conversations focused on confusion about what Microsoft was trying to achieve and therefore confusion about why and who should buy it.To try to explore further, we overlaid the PCS for the Pro on top.
  • We identified three primary theme in the social data: People were intrigues by the Surface but were stalling in the ‘Assessment’ phase of the buying journey. Fundamentally, the iPad owned and defined the tablet category and consumers were unsure where the Surface sat in the continuum between the iPad and a traditional productivity based netbook / laptop category. They didn't know when or how to choose the Surface.Secondly, for those that could move beyond the first step on the buying journey, they did not know how to effectively compare it to the iPador indeed to compare it to a laptop. This was further complicated by lack of clear pricing differentiation between devices within the category and between categories themselves. Thirdly, the advertising was brand and experience focused – a significant departure for Microsoft. While it resonated with some as a new start and new direction for Microsoft as a challenging brand (and more about who these people were later) – the majority of conversations focused on confusion about what Microsoft was trying to achieve and therefore confusion about why and who should buy it.To try to explore further, we overlaid the PCS for the Pro on top.
  • WHAT QUESTIONS WOULD YOU LIKE TO KNOW ABOUT YOURSELF – 10 MINUTE WORKING ACTIVITIY
  • Transcript of "Driving Earned, Paid and Owned Media Using Social Intelligence"

    1. 1. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialDriving Paid, Earned and Owned Media with Social IntelligenceTV Series Best Practices
    2. 2. According to IDC by 2020there will be more than 35trillion terabytes of data atour disposal.Statistics from IBM, alongwith many others, assert that90% of the data in the worldhas been created in the lasttwo years alone.
    3. 3. Consumer decision making has shifted – culture isshiftingSpectatorCultureParticipatoryCultureConvergenceCulture
    4. 4. As consumers take control of how, when and what they consume mediachannels are converging tooThe NewConvergedMediaWorkflowSource: Altimeter
    5. 5. The value social data bringsAnalyzing and deriving insightsbased on social data givesbusinesses a real-time, non-biasedview of the customer and theirexperiences.This means businesses can easilyshorten the purchase cycle andensure constant relevance forproducts and services as marketsand customer needs change.*source: Gartner 2012By 2015, the 20% of enterprises that employ social mediabeyond marketing will lead their industries in revenuegrowth. *
    6. 6. SDL Customer Commitment Framework – thefundamentals of successful CXM80% of businesses believe theircustomer experience is superior,while only 8% of customersagreed**source: Bain & Co survey 2012
    7. 7. The ideal customer:SDL Customer Commitment Framework – thefundamentals of successful CXMShops Shares Advocates
    8. 8. SDL Customer Commitment Framework – 3 provenand predictive KPIsPCS: Product commitment score• What I get• Informs your value proposition• Predicts future purchase behavior• Primarily linked to direct response, paid mediaCRS: Customer relevance score• The time I spend• Drives content & engagement strategy• Predicts sharing behavior• Primarily linked to owned media / content relevanceBCS: Brand commitment score• How I feel• Drives brand strategy• Predicts levels of emotional engagement• Primarily linked to Earned Media
    9. 9. Emotional connections – Driving earned, paid and ownedmedia effectiveness through enabling customer journeysThe Advocacy Journey Stage Description ImplicationsStage 3: COMMITDevotion:Is it an integral part ofmy life?EngagementStage 2: EXPLOREAttraction:How desirable is thebrand?AttachmentStage 1: UNDERSTANDHopeful:What‟s important tome?ExpectationBCS: Brand commitment score• How I feel• Drives brand strategy• Predicts levels of emotional engagement• Primarily linked to Earned Media
    10. 10. 10• Explore this season‟s successes and strugglers• Look at some best practices that have drivensuccess for key shows• Identify where alternative strategies could havedelivered different outcomesToday’s Focus – Best practices strategies that both optimize andmonetize viewer engagement
    11. 11. 11
    12. 12. 0102030405060708090100Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13Game of Thrones Grimm Red Widow Walking Dead Deception Psych Scandal DefianceBCS: Brand commitment score over time
    13. 13. 0102030405060708090100Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13Red Widow Deception DefianceThe new players – 2012/13 season Red Widow – volatile emotional connections aspeople get to know the show, its charactersDefiance – a unique and intriguing propositiongenerates little connection even at launchShow announced to be in production
    14. 14. 0102030405060708090100Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13Grimm Walking Dead Psych ScandalThe established competitors – 2012/13 season
    15. 15. Increasing ratings, low BCSDeclining ratings, low BCSGrowth in viewing figures across 2012/13 seriesBCSscore Increasing ratings, high BCSDeclining ratings, high BCSHighLowLinking emotional commitment to viewing figures
    16. 16. Increasing ratings, low BCSDeclining ratings, low BCSGrowth in viewing figures across 2012/13 seriesBCSscore Increasing ratings, high BCSDeclining ratings, high BCSHighLowLinking emotional commitment to viewing figuresEvangelize : celebrate thecommunityKill or Cure: refresh, re-connectand establish ritualsEngage and Enable: communitybuildingSupport: galvanise aroundestablished rituals, inviteengagement
    17. 17. -60 -50 -40 -30 -20 -10 0 10 20 30 40 50 60EvangelizeKill or Cure Engage and EnableSupportIncreasing ratings, low BCSDeclining ratings, low BCSGrowth in viewing figures across 2012/13 seriesBCSscoreSize of bubble =viewing figures forfinal episode of2012/13 seriesRed WidowGrimmGame of thronesDeceptionWalking DeadScandalPsychDefianceIncreasing ratings, high BCSDeclining ratings, high BCSHighLowLinking emotional commitment to viewing figures
    18. 18. 18
    19. 19. Week on week the emotionalconnection with Red Widow isgrowing. People identify more withthe characters and the FemaleGangster genre becomes morefamiliar and less challengingRecognizing the tipping pointfor a fan community is criticalfor Season 1 shows this was9, when the mid season breakended and a part one re-run wascomplete. This is wherecommunity „support‟ should havekicked inRecognizing the fan tipping point Red WidowTippingpoint
    20. 20. KeysupportissuesNo support for niche and valuablefan base – the community isforming but have no support toengage. A save the show campaignis too late.Paid advertising only in support - :lack of connection pointsCompeting with shows that havecrossed from specialist to generalappeal: Game of Thrones, WalkingDead. Lack of either nicheengagement or ability to competeon a wide levelThe right thing, wrong time? Red Widow
    21. 21. 21http://www.youtube.com/watch?v=JOtZNCU8XSw&list=PLNIBY1ZYyRPBAndoI5x8Ym1UA3PJ8Twu3
    22. 22. 5 years in development and 5weeks in the real world but eventhe hard core gamers and SyFyfan base don‟t know how to makeconnections between the ritual ofgaming and the rituals of viewingThe idea is interesting, theexecution is confusing andconversion of customers fromdiscovery and anticipation tocommitment to the TV series isstallingBeing first is never easy DefiancePredicted trend = zero growth
    23. 23. Kill orCure?There are no established ritualsaround the game / TV experience.Establishing and creatingconnection between the twocommunity will requireexplicit, more powerful inflectionpoints to provide compellingmoments that attract and inspireviewers and gamers in commonspacesThe paid and owned media aredisjointed. „Buy the game‟ is thecore messages being pushed to themarket.The unique, ground breakingelements of this show need to beamplified. In theory, the targetaudience areonline, social, ritualistic andconnect. They need a road map forthis new journey.You need more than ritualistic death and destructionDefiance Because the first season has already beenshot, the interactive relationship is mostly anillusion. The plague on “Defiance” will becured, even if the game players in Defianceunite by the thousands and refuse to be virtualJonas Salks. But small backgroundtouches, via computer graphics, will beaffected by player actions in the first televisionseason: a character who appears on a wantedposter in one episode this season, forexample, will be determined by what happensin the game. Is this enough to make thingsstick? I doubt it.
    24. 24. 24
    25. 25. 25Walking Dead has an consistentexperience eco-systemWalking Dead-heads or z-hedsknow, recognize and can embracethe Dead Culture across a range ofmedia– both on and off season, bothon and off screenThe support system put in place by theproductions company built supportedand amplified the passions thatexisted around the horror/ zombiegenre and helped it to cross into themainstream, attracting ratings andaudience value that mains streamdramas rarely achieveOnce a Walking Deadhead, always a WalkingDead-head The Walking Dead
    26. 26. 26An integrated, interactive multi-media strategy TheWalking DeadDownward trend – limited ‘stickiness’ once viewed Growing trend: driving and facilitating the fan conversationSocial game as ‘fix’ now the series has ended for the year Continued commitment to Series 4 – But what about Darly?
    27. 27. EvangelizeThe community is selfgenerating, connected andadvocating. The volume of fanart, community discussions, UGCvideo shows is amplifying the storystarted by AMC & Fox internationalEngaging with Walking Deadcontent means consistent, strongimagery and consistent strongexperiences that deepen emotionalconnection with the franchiseThe Walking Dead typifies theaspirational franchise that knowshow to drive, create and amplifyearned media as the fan basegrows in value and trustEmpowering experiences drive community to advocateThe Walking Dead
    28. 28. 28Three key learnings Summary of best practiceKeysuccessfactorsIdentify, engage andsupport your communityacross a range ofchannelsRemember theimportance of ritualsLearning and respondingis critical in this world –Social intelligence is thefoundations ofmaximisingearned, owned and paidfor media
    29. 29. Q&A
    30. 30. Copyright © 2008-2013 SDL plc. All rights reserved.All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content areSDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.

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