Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Earned Owned Paid media, Bought Owned Earned media. De multiples appellations mais surtout une absolue nécessité de penser différemment la façon de communiquer pour les marques et d’envisager leur relation au consommateur. L’univers de la communication digitale au sens large a bousculé les codes et les habitudes et oblige à revoir le modèle.

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Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

  1. 1. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Paid Owned Earned What it means... beyond words BMMA Digital AcademyThursday 8 March 2012
  2. 2. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# POE! WTF?Thursday 8 March 2012
  3. 3. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# POE! A thing of the pastThursday 8 March 2012
  4. 4. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# POE! Or how to rebrand something that existed for a centuryThursday 8 March 2012
  5. 5. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Paid (space @ Jacob’s) Owned Coke machine Earned enthusiastic consumers and bartendersThursday 8 March 2012
  6. 6. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# The first radio soap opera circa 1910Thursday 8 March 2012
  7. 7. !"#$%&()# Nothing’s *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# changed... ... reallyThursday 8 March 2012
  8. 8. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Except maybe...Thursday 8 March 2012
  9. 9. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# log y chno TeThursday 8 March 2012
  10. 10. Technology accelerates !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Moore’s Law Means More Performance (and lower prices)Thursday 8 March 2012
  11. 11. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Technology has given a wonderful opportunity for self expression and endless conversations, without boundaries, free from censorshipThursday 8 March 2012
  12. 12. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# What means increased technology in a media environment?Thursday 8 March 2012
  13. 13. M r adsec negne oen atrovrec fThursday 8 March 2012
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  23. 23. Welcome in the society of appliancesThursday 8 March 2012
  24. 24. Content rather than mediaThursday 8 March 2012
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  32. 32. All (content) media getting digitalThursday 8 March 2012
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  43. 43. !"#$%&()# Something else *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# changed in the last century...Thursday 8 March 2012
  44. 44. The need to differentiate !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  45. 45. In order to catch the top loyal customers !"#$%&()# *+%,# ,-.,-*/,#$/# • Who are the most 0,-(&#%# (1(0-$# valuable customers? I love it Bonding • What do they want and what are they I like it Advantage looking for? It’s OK Relevance & Performance • What motivates them? I’ve heard about it Presence I don’t know anything about it No PresenceThursday 8 March 2012
  46. 46. Loyalty is the key to growth !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# « Im discovering the only possible pathway to growth is when you earn the enthusiastic loyalty of your core customers so that they become Promoters. These customers act as your sales force, your marketing organization, and your PR agency. » Fred Reicheld, Loyalty strategist and author of “Loyalty Rules”Thursday 8 March 2012
  47. 47. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# So what does it mean for brands? How can they build on those new paradigms?Thursday 8 March 2012
  48. 48. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  49. 49. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# “Flows” media Platforms mediaThursday 8 March 2012
  50. 50. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Media Brands Content platformsThursday 8 March 2012
  51. 51. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# One content Multiple channelsThursday 8 March 2012
  52. 52. Top !"#$%&()# Up *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Down BottomThursday 8 March 2012
  53. 53. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Product centric Brand driven Communication communicationThursday 8 March 2012
  54. 54. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Elite talking to the mass Masses talking to massesThursday 8 March 2012
  55. 55. How it used to be !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# “This is my brand, which you should buy” The World My World Our World My social Governments Me Companies networks NGOsThursday 8 March 2012
  56. 56. How it is now !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# “Don’t buy that brand, buy this (1(0-$# one instead!” My World Our World My social The World Governments Me networks Companies NGOs “This is how I feel about this brand”Thursday 8 March 2012
  57. 57. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Talk to Talk amongstThursday 8 March 2012
  58. 58. Mass Niche One-2-one Network !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Brand Brand Brand BrandThursday 8 March 2012
  59. 59. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Imposed advertising Shared contentThursday 8 March 2012
  60. 60. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Storytelling Advertising propaganda Brand experience AuthenticityThursday 8 March 2012
  61. 61. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# A new communication framework for brands (not POE...)Thursday 8 March 2012
  62. 62. The past: a push - pull funnel !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Above the line Mass Media Directive ads Segmented approach POS/focused channels Purchase Loyalty, CRM, fertilization...Thursday 8 March 2012
  63. 63. Today: an upstream strategy !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Presence in mind Directive Deliver content and feelings Engaging touchpoints Dialogue Contact with the brand Relation with the brand Product experience Daily life Satisfaction & advocacyThursday 8 March 2012
  64. 64. The 3 D’s: 3 levels for defining communications !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Directive Dialogue Daily lifeThursday 8 March 2012
  65. 65. Directive !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# Passive sponsorship Unwished web (1(0-$# Street marketing formats Sample distrib TV standard ads Radio standard ads National outdoor networks Shop facings and Unopened docs via displays post boxes Print media Classical ads Cinema commercials Spams & sms’Thursday 8 March 2012
  66. 66. Dialogue !"#$%&()# *+%,# One to one marketing ,-.,-*/,#$/# 0,-(&#%# Mails and emails (1(0-$# exchanges Ambient active sponsorship Targeted sponsorhip Search formats Advertorial Interactive web functions events Dealer contacts Club membership CRM actions TV product placement Brand websiteThursday 8 March 2012
  67. 67. Daily life !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Search engines Experts Product tests Product trials Portals / specialised websites Communities Word of mouth Buzz effects Consumerism & public informationThursday 8 March 2012
  68. 68. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Only brands true to themselves and transparent enough will pass the “test” (except maybe ... Apple)Thursday 8 March 2012
  69. 69. Ask yourself the right questions !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# • Who is the most valuable consumer? (not socio-demo but (1(0-$# attitude, behaviour...) • What relationship do consumers have with my brand’s communications? • How do those consumers make their decisions (remember that “everyday in the consumer’s mind is election day”) • What is the big challenge? (a challenge, not just an objective)Thursday 8 March 2012
  70. 70. Ask yourself the right questions !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# • How will we engage consumers? (that’s where the heart of the strategy lies) The key need for an engagement platform • Which channels will we use, when, where and how? (think of those channels that will reinforce the brand promise, not only those that have the highest reach) • How will we make it happen? (that’s the most pragmatic part of course...)Thursday 8 March 2012
  71. 71. And remember ! !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# • Not product first • Not brand first • Not media or touchpoints first • Not creation first • But CONSUMERS first !!Thursday 8 March 2012
  72. 72. Why consumers first? !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# B;C%"#*+%"#D"*C <4= E$&&C,8D.&C <<= E$;&*FCG$&.,-0&C <>= H"1,.+1%,$FC ?@= I&%"J$"8,D$" ?A= !"#$%&()*+&$*,-"*,.//!!#$0&1233456&*%78,$956&.:;#8Thursday 8 March 2012
  73. 73. Why consumers first? !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# I love it Bonding Because when consumers are more likely to recommend, it I like it Advantage is because they see an advantage, or when they have It’s OK Relevance & Performance a real preference (rational and / or emotional). I’ve heard about it Presence And that’s where the money is ! I don’t know anything about it No PresenceThursday 8 March 2012
  74. 74. Takeaways !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# • POE, 3D’s, or any other, are just methods to help you think (1(0-$# differently. • What really matters is the consumer. • Whatever the sector, brands must think about the value they bring to this consumer. • Consumers increasingly consume content. • Consumers are ready to engage with a brand when they see an advantage. • We slightly move from the digital media to all media going digital • Touchpoints must reinforce the promise, not just push the messageThursday 8 March 2012
  75. 75. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# A few interesting examplesThursday 8 March 2012
  76. 76. Ryanair: true to oneself !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  77. 77. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  78. 78. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  79. 79. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  80. 80. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# The IdeBank caseThursday 8 March 2012
  81. 81. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  82. 82. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  83. 83. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  84. 84. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  85. 85. Ethias safe route planner !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  86. 86. Audi A7 Sportback !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  87. 87. Nivea FYI mag !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  88. 88. Palm Live Café !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  89. 89. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  90. 90. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  91. 91. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$#Thursday 8 March 2012
  92. 92. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(&#%# (1(0-$# Thank youThursday 8 March 2012

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