Responsive Marketing in a Real Time World

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It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments …

It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.

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  • Going to talk about a number of changes in the marketing industry—but these are three macro trends…
  • Transmedia storytelling—the stories we tell must be able to effortlessly traverse media landscape but still hold together. Dove is a brand who has mastered this first through real beauty and more recently through “sketches”

    ---------------

    Edelman managed the global PR and social campaign in real time, which included a dedicated team who sat with the full inter-agency/brand team in a Command Centre based in London to optimise content.

    Published, tagged, and uploaded the video in 25 languages to 46 YouTube channels, which was syndicated across the entire Dove digital ecosystem .

    Earned, owned and paid worked symbiotically to generate maximum exposure, which resulted in more than 150M views, making it the most viewed piece branded video content in history. 


    Upon receiving the film asset from Ogilvy Brazil, Edelman was tasked with crafting the larger story and narrative to pitch to media.
    The reason for being of the film was rooted in the statistic uncovered by the Edelman Berland study – only 4% of women consider themselves beautiful
    The larger narrative redefined the film as a social experiment Created a narrative arch by redifining the film as a social experiment.
    Created content and opportunities around the personal stories of the women, a tactic that has always been successful for Dove and drove further interest in the film.

    Edelman managed the entire global PR and social campaign in real time. This included a dedicated team who sat with the full inter-agency and brand team daily in the Real Beauty Sketches Command Centre based in London to optimise content daily.
    Published, tagged, and uploaded the video in 25 languages to 46 YouTube channels within hours of the decision to support the film globally, which was syndicated across the entire Dove digital ecosystem 
    Managed distribution of 5 phases of content to 69 markets over the course of 3 weeks 
    Worked with the brand team to develop a recommended paid media strategy and managed key partners in the execution (Google, Facebook) 



  • • Why was it the most shared piece of branded content on the Web? Sure it was a great story but it also had the help of coordinated distribution across paid, earned owned. One of the less sexy tasks our team took on was to create multi language versions of it which helped it reverberate globally.


    Earned, owned and paid media worked symbiotically to generate maximum exposure for Dove Real Beauty Sketches around the world. The real time efforts of the syndication of content across all Dove markets resulted in an additional 100M views of the film outside of the US. The current views now surpass 150M, making Dove Real Beauty Sketches the most viewed piece branded video content in history. 

    4.5 billion earned media impressions
    27 Cannes Lions including Titanium
    Gold for Best Use of PR
    Gold for Best Use of PR and Social Media


    Sketches also created a re-engaged and created a global community of women that are now paying attention to the Campaign for Real Beauty. The brand is able to capitalize on this new global audience in launching new campaigns in a more powerful way.

    Edelman coordinated the global launch, driven by PR and social media with minimal paid support.
    Since launch, the campaign has garnered over 5 billion PR and blogger impressions including Today Show, Good Morning America, the New York Times, Mashable, Huffington Post, Channel 7 Morning Show in Australia, TV Cultura in Brazil and the Globe & Mail in Canada.
    Following its initial launch, Edelman provided full support of each regional market, delivering resources in real time and responding to media requests.
  • Jimmy Kimmel took the world by surprise when he engineered a viral video phenomena at the height of the Twerking craze. The video primarily spread through social and then mainstream media and was later revealed by Fallon to be a coordinated effort.
  • And the lines across media itself are blurring putting the emphasis on great content—this will be an ongoing theme of my talk
  • We can no longer think of traditional media swimlanes as “paid, owned, earned—with native advertising and social media fueling the blur.

    Visability: Can you content be found?
    Viability? Is it viable for sharing?
  • Contextual and cultural relevance matters now more than ever the average consumer is more informed and empowered than ever.

    Edelman’s modern family study yielded some significant data points around the changing face of traditional familes
  • Consumers no longer relate to the 50s style nuclear family with a mom who stays at home and dad as breadwinner—the ideal is less relevant because it’s less reflective of modern family dynamics
  • Today’s families come in all shapes, colors and sizes. In many cases mom works and dad’s more active in family life. There can be two dads or two moms. Or a single parent. The notion of the ideal family is less relevant.
  • Honey Maid understood this insight when they aired a commercial showing diverse families as opposed the the 1950s ideal—they were contextually and culturally relevant. But they are also the poster child of a responsive and resilient brand as when a backlash brewed around their campaign, they were able to act quickly and decisively—getting their side of the story told in a way that broke through the noise.
  • But Honeymaid is one of the few exceptions to the rule—marketing is being disrupted by our evolving media habits
  • 90 percent of people use screens sequentially
  • Lowes creates incredibly useful and intuitive “how to” videos on Vine (also used in stores) which have helped it build a following on that channel
  • Let’s face it. TV is easy—we’ve become Gollum and TV is our “precious”.
  • http://www.emarketer.com/Article/TV-Advertising-Keeps-Growing-Mobile-Boosts-Digital-Video-Spend/1009780
  • A September 2012 Insit survey of 6,000 consumers in 19 markets found that 51% of internet users have a smartphone. These smartphone users are heavy users of social media. According to Google, 61% of smartphone users already access social on their mobile. These people aren’t just using mobile social a little. According to Nielsen, nearly one-third (30%) of all time spent on mobile devices is spent on social networks, compared with 20% of all time spent on PCs. (Nielsen, July 2012).

    Social media platforms are quickly adjusting. Facebook bought Instagram for its mobile community as much as its feature set. On the phone, the visual experience is even more pronounced than on a PC, where people, thumb, scroll, like through their experience. This is why Zuckerberg has directed that all new Facebook features should be designed for mobile first.
  • In contrast to agile or responsive methods in digital design and development, the majority of marketing today is still a prolonged, linear process. Campaigns build primarily around television can often take 6-9 months to plan and execute and often result in a brief launch designed to maximize reach for a limited amount of time.
  • Digital isn’t linear and trends un a digital age are multidirectional.

    Digital: Removes barriers
    Social: Connects Mobile: Everyone has a super computer in our pocket
  • http://www.emarketer.com/Article/Real-Time-Marketing-Grows-Importance-Social-Analytics-Improve/1009669
  • Marketers must reconcile the legacy of traditional campaign planning and deployment (broadcast, print etc.) with responsive cycles which can be planned and executed in weeks over months. Sometimes even daily. The core premise of “Responsive Marketing” is to add elements of adaptability to the integrated marketing construct. Without this adaptability, marketers will be limited in their ability to be effective in the moment or in response to emerging opportunities or threats. Responsive Marketing is not a substitute to traditional integrated marketing but must become the opposite side of the coin working con concert with broader marketing initiatives. Today’s fast moving environment combined with the increasingly important role that content plays in the marketing mix demands that marketing become more responsive and less rigid by design,
  • Let’s get this out of the way…
  • But being a responsive marketer is bigger than creative posts on social media. It’s one part of the equation and even Oreo hasn’t perfected it.
  • Marketers must reconcile the legacy of traditional campaign planning and deployment (broadcast, print etc.) with responsive cycles which can be planned and executed in weeks over months. Sometimes even daily. The core premise of “Responsive Marketing” is to add elements of adaptability to the integrated marketing construct. Without this adaptability, marketers will be limited in their ability to be effective in the moment or in response to emerging opportunities or threats. Responsive Marketing is not a substitute to traditional integrated marketing but must become the opposite side of the coin working con concert with broader marketing initiatives. Today’s fast moving environment combined with the increasingly important role that content plays in the marketing mix demands that marketing become more responsive and less rigid by design,
  • Game of Thrones took this philosophy into print by working a shadow of a dragon into one of the page layouts layering the ad over the content.
  • Ad Trap blocks all types of digital display ads through a direct connection to your internet, acting essentially as a “DVR” for the Web.
  • Dove is an active global marketer executing a coordinated series of campaigns but it also deployed a significant content based story through its “sketches” launch.
  • DMI partnered with Slate to produce a sponsored content series as a form of native advertising while it ties in traditional display ads that link to its owned property where it regularly publishes (Dairygood.org).
  • Whether it’s native advertising or content marketing—marketers today must begin to look more holistically at content across the fragmented landscape. These five archetypes provide a foundation for how content can be classified.
  • The REI 1440 Project is “a celebration of every minute spent outside” where people can submit photos of themselves doing activities outside and enjoying outdoors.
    The hope is to collect enough photos to represent every minute of the day (24 hours x 60 minutes =1440 minutes).  You can check out the site here: http://www.rei1440project.com/. By the way, Kelly explained that there are still some times in the early morning with open slots to fill (hint, hint).
    On the 1440 timeline you can search for pictures based on time, location, or activity. Since its inception the 1440 project has had over 1 million visitors, and has received positive comments from members on its inspiration to “tackle the outdoors”.
    Another way that REI shares user-generated content in their marketing is through Member Stories that highlight what REI members are doing and love about the outdoors. 
    Members submit their story and selected stories are then videotaped and featured on the website.  Here is a sample Member Story that is featured this month.
  • Intel and Toshiba have teamed up to produce an original mini-series leveraging the success of an emerging indie film producer to result in well produced short films designed to capture the attention of the growing indie-film audience.
  • Kellogg’s original content (video)
  • AMC’s “Dead Yourself” App is one of the most compelling examples of co-created content. The brand empowers fans to create their own personalized content which is optimized for both the mobile experience and social sharing.
  • Likewise, marketers must understand what spaces they are playing in where paid and earned will converge. Increasingly, media companies like the Washington Post or the Atlantic are offering sponsored content options which blur editorial with advertorial. Likewise, tech platforms such as Facebook, Twitter, Google, Instagram, Linked In are continually refining and offering paid options which help brands get their content to the right audiences.
  • In contrast, serious editorial properties are in the process of striking that balance between editorial and advertorial. Their audiences are more often more discerning, demanding and have different expectations.
  • Brand Journalism is a term used to describe the increasingly popular trend of brands leveraging their own form of “journalism” through the creation of various forms of quality content (short form or long form)
  • Red Bull puts out so much content (and events) that it’s more of a media company which sells beverages than vice versa.
  • Coke Journey pushes the boundaries of corporate communications by employing a team of full time editors who work with partners on nothing but editorial content under the corporate brand banner.
  • Adobe’s CMO.com leverages content aimed at capturing the attention of the CMO through regular content produced both by the brand as well as third party producers.
  • AMEX creates community both through its Open Forum platform which operates on the Web, social and mobile and also through Small Business Saturday—an annual event it helped create to help small business owners grow their businesses.
  • Activision’s Skylander’s Boomcast takes a popular celebrity within it’s tween demographic (Diary of a Wimpy Kid) and pairs him with compelling content which revolves around tips and tricks. The series exists primarily via digital on YouTube.
  • The building blocks of responsive marketing are iterative cycles which resemble “sprints” in the development world In each of these cycles, planning is compressed and execution is evaluated in a more real time environment. Each iteration is improved upon laying the foundation for learning cycle that results in both efficiency and scale,
  • Three imperatives must be followed for the organization or brand to become a responsive marketer:
    Establish a state of preparedness
    Position brand as publisher
    Possess ability to anticipate and respond
  • Organization must establish a state of preparedness which updates process for adaptability, empowers key partners for speed, has staff in place for scale and has earmarked dollars for paid efforts which are native or converged in nature.
  • In order for brands to act as publishers, they must address three critical steps which put them in a position to continually execute, learn and iterate.
  • The responsive brand acts as part real time marketer and part newsroom. It has put in the infrastructure, people and process in place to monitor and analyze data and synthesize the intellegience to act upon it.
  • Challenge: Both the Dairy industry as well as initiatives run by DMI, messaging and digital properties were becoming increasingly fragmented.

    Take a traditional organization serving the US dairy industry (DMI) and gradually convert it into a social organization, directly connected to it’s most important stakeholders and provide content that brides the gap between consumers and dairy farmers
  • Data from multiple sources including a marketing research online community “MROC”, online search and conversation analysis and stakeholder interviews indicated that while stakeholders communicated differently around dairy, there was a positive perception of the industry as a whole. Dairy is seen as “good”.
  • With a unified image in place based on the “Where Good Comes From” platform, the industry must now galvanize it’s strongest supporters and empower them. Tactics break down into publishing relevant content and engaging stakeholders.
  • DMI operates as a publisher by running its own newsroom and partnering with media companies such as Slate.
  • DMI video case study

Transcript

  • 1. RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD David Armano Global Strategy Director @Armano David.Armano{at}Edelman.com Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
  • 2. 1 2 3 Converged Media Transmedia Storytelling Contextual & Cultural Relevance THREE MACRO TRENDS RE-SHAPING MARKETING TODAY 2
  • 3. DOVE REAL BEAUTY SKETCHES CONVERTING A COMPELLING STORY INTO THE WORLD’S MOST VIRAL BRANDED CONTENT T R A N S M E D I A S T O R Y T E L L I N G 3
  • 4. THE MOST SHARED PIECE OF BRANDED CONTENT IN THE HISTORY OF THE WEB 4Dove is an Edelman client
  • 5. 5 The story was revealed to be “marketing”
  • 6. “The convergence of paid, owned and earned media has blurred the distinction between each. You don’t need to design ads that look like editorial content. Great content is your ad”. Richard Edelman, President & CEO 6 C O N V E R G E D M E D I A
  • 7. SOCIAL + SEARCH + CONTENT = VISABILITY & VIABILITY Native advertising, social and mobile have forced once traditional marketing swim lanes to blur into each other. Search engines and social sharing behavior further fuels the blur— while content becomes core to visibility and viability of a brand’s reach, influence and relevance. PAID & EARNED Native Advertising Amplified Earned OWNED & SOCIAL Websites/Apps E-mail Social Networks SOCIALSHARING SEARCHENGINES CONTENT EARNED & SOCIAL Traditional Media Blogs Forums 7 Inspired by Altimeter’s Converged Media Imperative
  • 8. CONTEXTUAL & CULTURAL RELEVANCE 8 Source: Edelman’s Modern Family study
  • 9. 9 CULTURAL INSIGHT: THIS IS NO LONGER HOW MANY FAMILIES SEE THEMSELVES
  • 10. 10
  • 11. CONTEXTUAL & CULTURAL RELEVANCE 11MEETS RESPONSIVE APPROACH TO ENGAGEMENT
  • 12. PARDON OUR DISRUPTION 12
  • 13. IT’S NOT ABOUT “A” SCREEN. IT’S ABOUT SCREEN(S) 13
  • 14. 14 “Snackable” content that’s both social and mobile friendly, while ephemeral in nature can reach individuals and are designed to be shared. ConAgra is an Edelman client
  • 15. BUT… FOR MANY MARKETERS, THERE’S STILL ONE SCREEN TO RULE THEM ALL 15
  • 16. 16 U.S. ADVERTISERS WILL SPEND $66.35 BILLION ON TV THIS YEAR, UP FROM $64.54 BILLION IN 2012 AND SET TO RISE TO OVER $75 BILLION BY 2017 Source: E-marketer
  • 17. of smartphone users access social media on their mobile device. 61% 17 While the tech industry puts this screen first
  • 18. PLANNING FOR BROADCAST LED MARKETING IS LINEAR BY DESIGN 18
  • 19. EVOLVING THE LINEAR MODEL STRATEGY & PLANNING CREATIVE & ”BIG” IDEA EXECUTION TESTING TESTING Typical planning, creative and production activities for integrated marketing often takes a time intensive, linear path. 19
  • 20. IN CONTRAST, TRENDS MOVE MULTI-DIRECTIONALLY AND RAPIDLY IN A DIGITAL, SOCIAL & MOBILE CONTEXT 20
  • 21. 21 WHAT’S HOT? 53% OF MARKETERS WORLDWIDE SAID THEY PLANNED TO MAKE GREATER USE OF REAL-TIME DATA IN 2013 Source: E-marketer
  • 22. LAUNCH OPTIMIZE LEARN ADAPT THE RESPONSIVE MARKETING MODEL: Multiple, iterative activation cycles overlay linear path and align with emerging trends while being responsive to changes in environment 22
  • 23. THE ORIGINAL RESPONSIVE MARKETER? 23
  • 24. IT’S BIGGER THAN BRANDED SOCIAL POSTS 24 WOULD YOU SHARE? BRAND CONTENT IN SOCIAL NEWSFEEDS ARE NOW THE NORM. BUT SHARING IS CARING...
  • 25. WE’VE GOT THE BEAT… 25 0 2 4 6 8 10 12 14 16 18 Guitar solos
  • 26. HOURLY, DAILY, WEEKLY 26 0 2 4 6 8 10 12 14 16 18 Rhythm Guitar solos
  • 27. STORIES BREAK THROUGH THE CLUTTER: 27 CONTENT IS CURRENCY
  • 28. “Great content is your ad”. 28
  • 29. GOING NATIVE: DIGITAL DISPLAY ADVERTISING IS UNDER ATTACK 29
  • 30. 30
  • 31. 31 CONTENT ADVERTISING
  • 32. 32 CONTENT ADVERTISING DMI is an Edelman Client
  • 33. 33 CURATED CO-CREATED ORIGINAL SPONSORED CONSUMER GENERATED CONTENT YOUR BRAND DEEMS OF HIGHEST VALUE TO CONSUMERS CONTENT WHICH IS CO-PRODUCED EITHER PEER TO PEER OR BRAND TO PARTICIPANT CONTENT PRODUCED BY THE BRAND NOT TO BE FOUND ANYWHERE ELSE CONTENT PRODUCED BY CONSUMERS WITHOUT THE BRAND’S INVOLVEMENT CONTENT THE BRAND INVESTS IN FINANCIALLY OR LEVERAGES PAID MEANS TO PROMOTE THE FIVE CONTENT ARCHETYPES
  • 34. 34 CURATED & CONSUMER GENERATED
  • 35. 35 ORIGINAL
  • 36. 36 ORIGINAL Kellogg’s is an Edelman client
  • 37. “GREAT STORIES HAVE ALWAYS HAD A WAY OF EARNING ATTENTION AND CONVERSATION. THE IMPERATIVE FOR BRANDS TODAY, IS TO TELL THOSE STORIES WHERE CONSUMERS PLAY AN ACTIVE PART OF THE STORY ITSELF.” BRANDY RUFF DIRECTOR, BRAND PR KELLOGG 37
  • 38. 38 CO-CREATED
  • 39. 39 SPONSORED Technology (Paid products offered by tech/social platforms) Media (Paid content options offered by media companies) Display (Paid/traditional advertising including display)
  • 40. 40 WHEN SPONSORED GOES WRONG Higher editorial standards increase the risk. Quality of content becomes increasingly critical.
  • 41. ACTING LIKE A MEDIA COMPANY: 41 BRAND JOURNALISM
  • 42. RED BULL: BRAND AS MEDIA 42
  • 43. COKE: BRAND AS EDITORIAL 43
  • 44. ADOBE: BRAND AS PUBLISHER 44Adobe is an Edelman Client
  • 45. AMEX: BRAND AS COMMUNITY 45
  • 46. 46 Focus of the content is informative, relevant, entertaining and on brand Activision is an Edelman client
  • 47. “OUR SKYLANDER FANS HAVE GROWN UP IN A MULTI- SCREEN WORLD, WHERE THEY SIMPLY EXPECT TO INTERACT WITH THE CONTENT AND BRANDS THEY WANT, WHERE, WHEN AND HOW THEY WANT TO. SO, WE'VE INVESTED IN WEEKLY ON-DEMAND VIDEO CONTENT ON YOUTUBE, THE NUMBER ONE SITE FOR” BOYS 6-11.” JONATHAN ANASTAS, VP, DIGITAL, ACTIVISION 47
  • 48. RESPONSIVE BY DESIGN 48
  • 49. 49 1. INFORM Strategy and tactics based on emerging trends and signals 2. PRODUCE Contextually relevant and valuable content designed to be visible and viable 3. DISTRIBUTE Content via paid, owned, earned and shared distribution methods 4. EVALUATE Performance of content aligned with pre-determined KPIs 5. OPTIMIZE Assets based on performance—more of what works and less of what doesn’t BUILDING A RESPONSIVE CONTENT ENGINE
  • 50. ORGANIZING FOR RESPONSIVENESS ORGANIZATIONS MUST BE PREPARED, HAVE THE ABILITY TO “PUBLISH” DIRECTLY AND RESPOND THROUGH ENGAGEMENT AND CONTENT 50 POSSESS ABILITY TO ANTICIPATE & RESPOND POSITION BRAND AS PUBLISHER ESTABLISH A STATE OF PREPAREDNESS
  • 51. 51 ESTABLISH A STATE OF PREPARDNESS CORPORATE CONVERGED MEDIA BUDGET PARTNERS STAFFPROCESS BRAND
  • 52. 52 POSITION BRAND AS PUBLISHER 1. IDENTIFY STRATEGIC GOALS AND OBJECTIVES -New efficiencies -Reaching key audiences -SEO effectiveness -Targeting -Penetration 2. ALIGN WITH KEY PARTNERS -Media companies -Technology platforms (CMS etc.) -Technology companies (Facebook, Google, etc.) -Agencies 3. TEST, LEARN & SCALE -Pilots -Programs -Campaigns -Products
  • 53. 53 POSESS ABILITY TO ANCITIPATE & RESPOND
  • 54. The Challenge: Getting a fragmented industry to speak and act as one 54 EXAMPLE: BRAND AS PUBLISHER
  • 55. INDUSTRY CONSUMERS Conversations Indicate opportunity to speak to stakeholders In a common voice 55 EXAMPLE: BRAND AS PUBLISHER
  • 56. PUBLISH ENGAGE CREATE ADVOCATES A unified image supported by a strategy rooted in advocacy across multiple stakeholder groups 56 EXAMPLE: BRAND AS PUBLISHER
  • 57. NEWSROOM ENGAGES INDUSTRY WITH TIMELY, RELEVANT CONTENT & ACTIVE ENGAGEMENT 57 EXAMPLE: BRAND AS PUBLISHER
  • 58. 58
  • 59. 59
  • 60. “WE LOOKED AT EXPANDING OUR OVERALL APPROACH TO COMMUNICATIONS. BY USING TRADITIONAL, HYBRID, SOCIAL, AND OWNED, WE ARE STARTING TO REACH AUDIENCES WHERE THEY ARE AND MOVE THEM ALONG THE SPECTRUM OF ADVOCACY.” TOM GALLAGHER CEO, DAIRY MANAGEMENT INC 60
  • 61. 61 RESPONSIVE MARKETING IN A REAL TIME WORLD 1. Marketing disrupted: Converged, content, context, convenience 2. (Really Good) Content = Currency 3. Responsive = Ready for anything—able to act and iterate 4. Content must be viewed holistically (content archetypes) 5. Building a responsive content marketing engine requires planning, infrastructure and commitment
  • 62. David Armano Global Strategy Director @Armano David.Armano{at}Edelman.com Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”). RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD