Paid Owned Earned Media

Paid Owned Earned Media Gregory Birge F5 Digital ConsulFng (C) F5 DIGITAL CONSULTING PTE LTD 2010

Safety announcement hKp://www.xerox.com/informaFon-‐overload/enus.html (C) F5 DIGITAL CONSULTING PTE LTD 2010

Official Forrester definiFon hKp://blogs.forrester.com/interacFve_markeFng/2009/12/defining-‐earned-‐owned-‐and-‐paid-‐media.html (C) F5 DIGITAL CONSULTING PTE LTD 2010

(C) F5 DIGITAL CONSULTING PTE LTD 2010

adapted from Marke-ng profs LLC deﬁni-on (C) F5 DIGITAL CONSULTING PTE LTD 2010

04/18/10 (C) F5 DIGITAL CONSULTING PTE LTD 2010

Andrey 17 years old Ternovskiy Russian (C) F5 DIGITAL CONSULTING PTE LTD 2010

In 3 months (C) F5 DIGITAL CONSULTING PTE LTD 2010

INSPIRATION (C) F5 DIGITAL CONSULTING PTE LTD 2010

INSPIRATION STRATEGY (C) F5 DIGITAL CONSULTING PTE LTD 2010

PAPER (C) F5 DIGITAL CONSULTING PTE LTD 2010

PAPER DEVICES (C) F5 DIGITAL CONSULTING PTE LTD 2010

STORY (C) F5 DIGITAL CONSULTING PTE LTD 2010

STORY ONE STORY (C) F5 DIGITAL CONSULTING PTE LTD 2010

READERS (C) F5 DIGITAL CONSULTING PTE LTD 2010

READERS CONSUMERS (C) F5 DIGITAL CONSULTING PTE LTD 2010

PAID MEDIA OR PUSHED MEDIA (C) F5 DIGITAL CONSULTING PTE LTD 2010

74% 68% 73% ✗ ✗ Radio Ads Source : Forrester 2009, USA for small companies 80% (C) F5 DIGITAL CONSULTING PTE LTD 2010 TV Ads

Natural switch to new Paid Media Qn: What types of paid media does your client/company currently use for marke-ng purposes? Heavy Use + Moderate Use Source : MarkeFng Prof 09 survey : landscape of social media (C) F5 DIGITAL CONSULTING PTE LTD 2010

However, is it enough ? Data : Spending of drug dealers in USA versus, data from Nielsen Wire (C) F5 DIGITAL CONSULTING PTE LTD 2010

Paid Media ✔ ✗ Pushed only (C) F5 DIGITAL CONSULTING PTE LTD 2010

•  Integrated •  Set the tone •  Statement, needs evidence •  Clear Call to AcFon •  Measurement (C) F5 DIGITAL CONSULTING PTE LTD 2010

AWKWARD RELATION © EMI His Master’s Voice hKp://upload.wikimedia.org/wikipedia/commons/2/2d/His_Master%27s_Voice.jpg (C) F5 DIGITAL CONSULTING PTE LTD 2010

CorporaFons are facing new issues OrganizaFon Marketers ConFnuous new media overloaded spinning (C) F5 DIGITAL CONSULTING PTE LTD 2010

NO VYNIL NO SOUND © EMI His Master’s Voice hKp://upload.wikimedia.org/wikipedia/commons/2/2d/His_Master%27s_Voice.jpg (C) F5 DIGITAL CONSULTING PTE LTD 2010

We must change our record Music style : US Consumer Campaign adaptaNon Music format: New Media – New Way © EMI His Master’s Voice hKp://upload.wikimedia.org/wikipedia/ commons/2/2d/His_Master%27s_Voice.jpg (C) F5 DIGITAL CONSULTING PTE LTD 2010

Sales funnel Conversion Long term relaFon (C) F5 DIGITAL CONSULTING PTE LTD 2010

Let Your Ears Decide by Philips Road Show •  Link to roadshow •  Product informaFon •  Engagement of consumers MUSIC (C) F5 DIGITAL CONSULTING PTE LTD 2010

Let Your Ears Decide by Philips Campaign Site •  Main access point •  Oﬃcial informaFon •  Adapt accordingly •  Long term relaFon (C) F5 DIGITAL CONSULTING PTE LTD 2010

Let Your Ears Decide by Philips Corporate site •  Integrated, InformaFon •  HUB •  Link to all •  InteracFve ,dynamic (C) F5 DIGITAL CONSULTING PTE LTD 2010

•  Oﬃcial communicaFon line •  Always visible from far away •  Conversion •  Adapted to audience, style (C) F5 DIGITAL CONSULTING PTE LTD 2010

EARNED MEDIA SAFE OASIS ? JUST ILLUSION ? (C) F5 DIGITAL CONSULTING PTE LTD 2010

Risk of switching all to new Media (C) F5 DIGITAL CONSULTING PTE LTD 2010

Some examples… hKp://newsinfo.inquirer.net/breakingnews/infotech/view/20100413-‐264033/Internet_fuels_RP_elecFon_smear_campaigns TD 2010 (C) F5 DIGITAL CONSULTING PTE L

hKp://www.collegehumor.com/video:1909386 (C) F5 DIGITAL CONSULTING PTE LTD 2010

Our new responsibiliFes •  Eﬀorts to create the relaFon •  Respect •  Listen •  Talk •  Don’t try to change me •  Time (C) F5 DIGITAL CONSULTING PTE LTD 2010

Content Management Resources Planning / Metrics (C) F5 DIGITAL CONSULTING PTE LTD 2010

EARNED MEDIA TOP 3 quesFons 1) Why would I become Fan of this page ? 2) Why would I invite / share with my friends ? 3) Why would I come back to this page? (C) F5 DIGITAL CONSULTING PTE LTD 2010

Don’t go blind (C) F5 DIGITAL CONSULTING PTE LTD 2010

EARNED MEDIA TIPS DO "   Select relevant theme "   Tell the truth, support the page "   Answer negaFve comments "   Answer comments / tweets "   Fuel regular discussion "   Create new content (C) F5 DIGITAL CONSULTING PTE LTD 2010

Let Your Ears Decide Road Show Corporate Site Campaign Site Social networking •  Engagement pla_orm •  Recruitment pla_orm •  BUT indirect •  MUSIC -‐ SOUND (C) F5 DIGITAL CONSULTING PTE LTD 2010

Let Your Ears Decide Facebook Music theme Same campaign IntegraFon on .com look and feel Truth (C) F5 DIGITAL CONSULTING PTE LTD 2010

As a result, Singapore only 5k end of 2009 0 paid media 10k now (C) F5 DIGITAL CONSULTING PTE LTD 2010

•  Strategy •  Integrated •  RelaFonship values •  Eﬀorts (C) F5 DIGITAL CONSULTING PTE LTD 2010

Sound lovers budget mix (actual) Teaser video Corp site Facebook Video contest Local banners Social Blogs Campaign site TwiKer (C) F5 DIGITAL CONSULTING PTE LTD 2010

Measure !, but what ? (C) F5 DIGITAL CONSULTING PTE LTD 2010

What metrics ? CPC CPP CPC (C) F5 DIGITAL CONSULTING PTE LTD 2010

“Helpful but Incomplete; Interes-ng but not useful; Waste of -me” Q : Please rate the effec-veness of each social media measurement tool. Poll of Social Media Freebuzz monitoring Tracking Tweeter click ScienNfic Control 87.8% 87.1% 81.6% 79.9% Fans, connecFon, effecFveness (tweedeck, FB stream search, Google Alert) Survey Paid Buzz Monitoring Free AnalyNcs so`ware Paid AnalyNc so`ware 77.4% 71.9% 66.3% Nielsen Buzz Metrics, Cymphony, Radian 6 Google analyFcs, Quantcast, Youtube analyFcs Omniture Source: MarkeFngProf Fall 2009 Survey (C) F5 DIGITAL CONSULTING PTE LTD 2010

•  Change the way we use •  Change the way we measure ready for the future •  Be (C) F5 DIGITAL CONSULTING PTE LTD 2010

Each plane requires unique licence (C) F5 DIGITAL CONSULTING PTE LTD 2010

We need to get our Digital Licence Diﬀerent objecFves, metrics & usages for every online media Which is in any case is totally diﬀerent from using the push media (C) F5 DIGITAL CONSULTING PTE LTD 2010

2010 engagement paradigm Consumer is the start, not Facebook consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation © New Consumer Engagement Paradigm – F5DC -‐ (C) F5 DIGITAL CONSULTING PTE LTD 2010

The new Era of informaFon Devices to devices 2.0 New revoluFon Content © Apple corp (C) F5 DIGITAL CONSULTING PTE LTD 2010

The new Era of informaFon © Apple corp hKp://www.youtube.com/watch?v=pT4EbM7dCMs&feature=player_embedded (C) F5 DIGITAL CONSULTING PTE LTD 2010

Website Mobile ApplicaFon (C) F5 DIGITAL CONSULTING PTE LTD 2010

hKp://www.youtube.com/watch?v=M_URyWFBOy4 (C) F5 DIGITAL CONSULTING PTE LTD 2010

For more informaFon f5dc http://bit.ly/aEmARR www.f5dc.com gregbirge gregory.birge@f5dc.com (C) F5 DIGITAL CONSULTING PTE LTD 2010

Thanks for your help •  Mashable •  mashable •  www.mashable.com •  David Armano •  Armano •  Thoughts on Paid + Earned Media •  JusFn Parks •  JusFnparks •  Richmeyer •  Richmeyer •  Link •  Charlie Pownall •  Cpownall •  Forrester •  hKp://blogs.forrester.com •  Nielsen Wire •  NielsenWire •  Most Recalled Drug Commercials Are not the Biggest Spenders •  Ian McKee •  ian_mckee •  The power of Influence, Heavy drug Ad Spending doesn’t pay off •  Social reflexion •  Link •  Sean Corcoran •  SeanCor •  Sean Corcoran’s blog •  MarkeFng Prof •  Johnee Lee •  Brian Solis •  Briansolis •  hKp://www.briansolis.com/ •  CNET •  MulFmedia 2.0: From paid media to earned media to owned media and back •  Dave Fleet •  davefleet •  The 2010 Social Media MarkeFng Ecosystem •  chiefmarketer •  Integrate Owned, Earned and Paid Media in 2010 •  David Berkowitz •  Should Owned Media Join Paid and Earned Media? (C) F5 DIGITAL CONSULTING PTE LTD 2010 (C) F5 DIGITAL CONSULTING PTE LTD 2010

THANK YOU QUESTIONS ? (C) F5 DIGITAL CONSULTING PTE LTD 2010

Paid Owned Earned Media

by F5DIGITAL Group on Jul 31, 2011

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Paid Owned Earned Media — Presentation Transcript