Converged Media Breakfast Seminar - November 2013
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Converged Media Breakfast Seminar - November 2013

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We’ve just held our latest Breakfast Briefing exploring ‘converged media’ because there is no superior tool or medium anymore. ...

We’ve just held our latest Breakfast Briefing exploring ‘converged media’ because there is no superior tool or medium anymore.

Converging media means combining two or more channels to tell a brand story. And if your brand story is good enough, people will quite simply spend more time with your brand. A strong converged media strategy means that the end user is interested and wants to get involved.

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  • Customers are becoming aware that they have the power to collectively organize and protest, and today they have the tools to do it. <br /> Kristen Christian <br /> September of 2011, Bank of America announced it would start charging customers $5 per month to shop with their debit cards <br /> Kristen Christian set up a Facebook page, inviting her friends to move their accounts to local credit unions by November 5, which she called “Bank Transfer Day.” <br /> The Bank Transfer Day campaign resulted in nearly 6 million Americans changing the way they bank. <br />  Greg Karber launched the campaign, which uses the hashtag #FitchTheHomeless - In the video, which has since attracted nearly 8m views, Karber encourages viewers to donate their Abercrombie & Fitch clothing to a local homeless shelter, and then share what they&apos;re doing on social media. <br />
  • From the brands perspective, in a time of simpler media landscape and consumer behaviour <br />
  • Integrated - Matching Luggage <br />
  • Brand perspective to consumer perspective <br /> The 2011 Edelman Trust Barometer study revealed for the first time that search engines have become the first source of trusted information for today&apos;s customers, ahead of any traditional media brands. Search results, then, including content on non-traditional media like blogs, are now critical in the first stage of the funnel where awareness is created. <br /> Product reviews posted by other customers on sites like Amazon.com. Studies by Nielsen and others have shown that product reviews by strangers are among the most trusted sources of product information. <br />
  • Dreamliner v Tweetliner <br /> Live race between a virtual plane and BA Dreamliner flight from BA to Toronto. Power Tweetliner with #racetheplane and 5 people win flights. <br />
  • Integrated - Matching Luggage <br />

Transcript

  • 1. Converged Converged Media Media Source: Flickr.com @Iain Husbands Based on the great report by Altimeter Group: ‘The Converged Media Imperative’
  • 2. Technology Source: http://www.flickr.com/photos/jdlasica/
  • 3. Connected People “A revolution doesn’t happen when society adopts new tools, ...it happens when society adopts new attitudes and behaviours” Clay Shirky Professor NYU Source: http://www.flickr.com/photos/jdlasica/
  • 4. Connected People • • • • • • Connected Media fragmented Sharing Marketing savvy Influenced by peers Powerful
  • 5. Conventional marketing funnel Discover Previous traditional channels • TV Consider • Press Evaluate • In Store Buy • In Store Loyalty • Direct Mail
  • 6. Integrated Marketing Communications Matching Luggage Campaigns Outdoor TV Concept PR Direct Mail Sampling Digital
  • 7. New consumer journey Discover Previous traditional channels New digital media Consider Evaluate Buy Loyalty • TV • Press • In Store • In Store • Social • Search • 3rd Party Reviews • Website • sCRM • Mobile apps • Social • Social Advocacy • Direct Mail • N/A • Social
  • 8. Connected People Consumers expect a seamless and a consistent experience of the brand wherever and whenever they encounter it Source: http://www.flickr.com/photos/jdlasica/
  • 9. PONBE We are generally familiar with the distinct media channels • Paid Media – TV ads, sponsorship, banner ads, experiential activations • Owned Media – websites, blogs • Networked Media – press and media relations • Borrowed Media – Facebook, Twitter, • Earned Media – Word of mouth, reviews, sharing
  • 10. New Era We as marketers have the opportunity to deploy all forms of media across what we now term as ‘converged media’
  • 11. Converged Media Converged media, is simply two or more channels combined to tell the brand story PAID OWNED NETWORKED BORROWED
  • 12. Good converged media strategy means the end user wants to consume and partake, meanwhile the brand is getting the benefit of unobtrusive advertising.
  • 13. Paid + Borrowed + Earned Volvo – YouTube Masthead
  • 14. Paid + Owned + Borrowed Olay – Wow Eyes Times Square http://vimeo.com/70797201
  • 15. Paid + Borrowed + Earned #LetsEatTogether Coca-Cola Live Tweets http://www.youtube.com/watch?v=5k1fvMmfJxs
  • 16. Paid + Borrowed + Earned GAP – Back to Blue, Tumblr
  • 17. Paid + Networked Source: http://nativeadvertising.com/#/leaderboard
  • 18. Paid + Networked Source: http://nativeadvertising.com/#/leaderboard
  • 19. Owned + Borrowed + Earned BA – #racetheplane
  • 20. You’re already using it! Facebook Owned Paid Networked
  • 21. You’re already using it! Twitter Paid Owned Networked
  • 22. Marketing reality
  • 23. How Budgets Are Being Spent Source: Seven.co.uk/research/convergedmedia
  • 24. Challenge for brands & agencies
  • 25. Integrated Marketing Communications 2.0 Media Neutral Planning Owned Media Paid Media Concept Network Media Borrowed Media
  • 26. Be flexible and agile in planning Thanks to Made by Many and David Armano
  • 27. Paid media supports Source: Classic Cool Kid
  • 28. Content
  • 29. Thank you