ATSYD 13 Chris Dutton - HotHouse Digital


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  • These days we’re seeing an explosion of devices and channels accelerating at a rate we’ve not experienced before.Going from relatively humble beginnings in the 80s to an abundance of channels in this day and age. (use slide of universal tag explosion)Devices have proliferated. We now want to access information on the go and on a multitude of devices. Mobile is an obvious one and we are all familiar with stats such as mobile searches overtaking desktop by the end of Q3 this year. But we also have Smart TV, POS terminals, etc.. We must to be able to communicated with the consumer how they want and when they want with a seamless consistent message.Every day, the marketing landscape becomes more complex. New technologies change the way that people interact with media and brand communication and this in turn changes shopping behavior. Over the years, marketers have cut through complexity by creating categories of action, traditionally this has been divided according to “below-the-line” and “above-the-line”. Since the advent of the Internet, the industry has further divided activity into “online” and “offline”.
  • This explosion means that consumers are across many different touchpoints and expecting a consistent and engaging experience from brands. Advertisers are having to differentiate their competitive position in order to meet these demands and connect with your customers, or potential customers.In order for a brand to be successful in this day and age it must differentiate. It must deliver value through Experiences & transformations.In ‘The Experience Economy’, Joseph Pine and James Gilmore expound that we are on the threshold of a new economic era in which all businesses will need to orchestrate memorable events for their customers, and that future economic growth lies in moving from providing simple goods and services toward delivering value through experiences and transformations. Their theory incorporates a five-stage maturity model for the progression of economic value built around pricing and competitive positioning, which in turn provides us with the basis for a useful framework and way of thinking about agency maturity:
  • Meaning that agencies must also adapt their approach to meet the changing needs of their clients.Using the more advanced levels of Pine and Gilmore’s model, we can draw a comparison to a model for agency maturity in which agencies are progressing from delivering services to creating platforms for experiences for the customers of their clients, and finally to guiding transformation within the client organisation itself and with the relationship that client has with its customers. This progression of value necessarily changes the tools and technologies required by the agency, the collection and application of data, the skills and culture the agency requires. Delivering services Agencies are commissioned to deliver traditional marketing and advertising services; a linear, one-way, broadcast model using paid media. Staging experiences The role of the agency shifts towards creating, curating and managing customer experiences on behalf of the client. This involves a two-way, interactive model using paid, owned and earned media, and a move toward longer-term platforms, operational involvement, optimisation and iteration using the smart application of data. Guiding transformations Agencies move to creating real change within organisations, helping them adapt to rapidly changing customer needs. This requires a more sophisticated single customer view, joined-up data and systems, an integrated approach with client data and far more agile and iterative approaches. This is where POE media comes in…
  • That’s why brands are moving away from old marketing models which silo marketing channels…
  • And adopting the Paid Owned and Earned universe which accommodates this proliferation of devices and growing set of advertiser assets.Owned can be any asset an advertiser possesses. It used to be just your website but these days we are seeing more and more assets brands need to take ownership of. Paid does exactly what it says. It’s bought media, such as Adwords advertising, Ad Exchange trading, Sponsored Stories. Earned is the conversation generated, i.e. the customer becomes the channel. We think of the outdated term “viral”.Their roles vary but Owned is there to build long term relationships, by entertaining and informing their customers via Earned media. Paid acts as a catalyst in feeding the Earned conversation and driving to your Owned assets. While Earned is about listening and responding.Each of these channels have their individual challenges and benefits and it’s because of this that they must work in harmony. One channel feeds the other.
  • ….as illustrated by the following chart. Brands need to create a ‘virtuous cycle of consumer involvement’ in order to drive consumer loyalty and ultimately sales. What that means is that successful brands leverage the power of consumer participation to grow involvement in earned and owned media, and that successful brands find a distinct recipe for driving this participation.Each channel is not mutually exclusive and they feed one another. Facebook announced an imminent update to the look and feel of its newsfeed which plays further in to the hands of POEM. As you can see from the chart above Facebook operates in Paid, Owned and Earned space. With it’s apps being the owned, sharing newsfeed being the earned, and sponsored posts (or stories) in the paid. And we’re also seeing these channels converge. This chart illustrates that the channels are not mutually exclusive and one channel feeds the other.brands need to create a ‘virtuous cycle of consumer involvement’ in order to drive consumer loyalty and ultimately sales. What that means is that successful brands leverage the power of consumer participation to grow involvement in earned and owned media, and that successful brands find a distinct recipe for driving this participation.
  • As in the following example. Google incorporates Social Signals more and more into it’s organic results, but you can also see this with its +1 buttons across video, Display, PPC ads and also websites. And here you have an example of the owned Google+ page being shown alongside a map and the Paid Search results when searching for “toyota”. If you update your Google Post frequently, Google rewards you by showing the G+ page alongside the search query, giving the brand more page real estate and opportunity to grow its community and display further messaging.And part of what makes Paid Owned and Earned so effective as a strategy is the advocacy provided by peers and this doesn’t have to be shared from just Owned assets – it can also be delivered from Paid. As we can see in this example from BizarreVoice. They feed the advocacy of Earned media into the Paid ads.
  • But these ads need to be driven by and drive to meaningful content. Content Marketing is so important to generating a good community base and this is why Content Marketing is the number one focus of advertisers in 2013.
  • And you can do this through content curation,crouwdsourcing, etc..Many are looking at UGC, but content curation is a fast growing trend. This uses technology in conjunction with human editorial resource to help find, filter and prioritise relevant content. It can also be socialised to become “social curation”, such as the MTV Music Meter which provides a ranking of the Top 11 artists based on “real-time buzz” on the web, tweets, social mentions, blogs, etc.. Companies such as Intel are doing this well. Their IQ Social publishing is an industry first for integrated media curation. It’s based on algorithms and then curations. It discovering content with an algorithm that recommends it for various purposes. Intel’s own employees are then curating that content and pushing the button and creating this new platform that is resulting in a huge amount of resonance on social platforms.
  • So if you get create and curate meaningful content you make it more shareable and develop a communicate that advertises on your behalf, removing reliance on paid media.Something not unnoticed by the the big brands like Toyota and Unilever.
  • Here we see Unilever’s strategy to reduce Paid media expenditure to 60% by 2015, with an increase in Earned media.Some of the world’s largest advertisers are embracing this shift. We would highlight in particular Unilever, the second largest global advertiser, as one which sees earned media becoming a much more important part of the marketing mix in the near future. This chart shows that in 2015, Unilever sees 30% of all impressions delivered coming from earned media, of which social media forms a part, up from 13% in 2010. We believe this implies the social media component commanding a slightly lower proportion of spend, say 25%, by 2015, up from less than 10% currently. Conversely they expect paid media to continue falling, from 80% in 2010 (already down from 80% in 2000) to 60% in 2015.
  • And this is a trend many advertisers are waking up to. Many advertisers are shifting their focus to Earned/Owned, with Paid digital still prominent for now, and traditional media taking a hit.Advertisers across the board are starting to take notice. Monies continue to be shifted from traditional, expensive tactics toward digital – especially earned media – though it’s rarely a one-to-one exchange. More often, a dollar lost from TV and print budgets becomes 20 cents of digital.While only 22% of client marketers are forecasting increases in traditional media spends in 2012, 50% projected an increase in paid digital media and two thirds say they expect to increase earned media efforts in 2012.
  • …making Earned Media the King, Owned the Queen and Paid the Jester.Earned driven by Word of Mouth and publishing content into free channels;Owned prioritised by Natural Search and Social brand platforms;And Paid primarily powered by PPC, enabling people to find their brand and information, as well as drive awareness, but also video ads which are highly engaging.So we can see that Earned media has become king. In 2012 Soda report, Digital marketers ranked their priorities between POEM and then indicated their focus within each category.The ‘build it and they will come’ adage no longer applies. With marketers continuing to make major investments in brand sites, social platforms and branded content in 2012, facilitating the discovery of that content via search efforts and establishing a responsive, consumer-centric approach in the social realm have become increasingly important priorities.Brands plan on turning to more compelling tactics for storytelling, such as integrated sponsorships, branded content and the sight, sound and motion of video. Interest in web display, mobile banners and in-game ads has declined.
  • So many advertisers appreciate that this needs to be embraced but what are the obstacles from implementing a strategy around it right now? The Teams are Too Far ApartMany marketing sub-groups are too “territorial, competitive and political”.Many times, the group handling social media sees the need to integrate first, but don’t have the pull to make it happen. Additionally, the silos mean integrated deployments are cumbersome, if not impossible.2. Agencies are Too SpecializedMany of the agencies marketers focus on what they know. They might specialize in a specific channel like email, direct, broadcast or social. The result is they struggle to offer fully integrated campaigns. And with new channels and tools constantly emerging, they have a hard time keeping up.One of the challenges that agencies face is that it is exceptionally difficult to achieve a level of mastery in both strategy and execution across all forms of digital marketing across all markets. The level of complexity involved when managing multichannel, multimarket campaigns and the continual change within this space means that goalposts are both distant and moving. Despite their ability to plan and deliver on a large scale, global agency networks can lack the local and specialised knowledge to succeed within individual markets. On the other hand, local and specialised agencies do not have the ability to scale campaigns, while underdeveloped management systems may mean that they fail to win the trust of major clients. The sum value of local and global agencies working together in the interests of clients is greater than the parts; those who work in this way are more likely to succeed in challenging conditions. Rather than prioritising resources too thinly, agencies are more likely to succeed if they build relationships with trusted partners that can increase their capabilities. When looking to provide an integrated approach to solving client problems, agencies should build up a network that helps support them in delivering the best value for their clients. 3. The Tools are Too NarrowAs new platforms and channels emerge, many businesses are offering unique products and features for making the most of your marketing investment. But inventiveness isn’t the issue; integration is. The tools often don’t talk to each other, resulting in piecemeal delivery and measurement.
  • So what’s the right approach to succumb these challenges and make it happen?
  • The correct mix of POEM is not something which is standardised. Brands need to configure this weighting according to YOUR audience, consumer interaction touchpoints, geography, and industry! There isn’t necessarily the same weighting between each channel. This varies dependent on your strategy (whether it’s always on or campaign based), geography, consumers, objectives and industry, as you can see from the illustration above. Initiative’s analytics work for its clients around the world has consistently shown us how consumer involvement links to brand growth. In the US we found a very strong link between earned media and sales for a mobile brand - 10% of mobile handset sales were driven directly by the amount of word of mouth that existed among shoppers and customers, showing the power of consumer involvement. In electronics, they found owned media was a huge driver of brand growth. Across Europe, traffic on the brand website for our electronics brand was a powerful predictor of sales. In fact, growing customer involvement with the site by 1% meant a half a point sales growth. So the ROI on customer involvement can be very high.To further understand the relationships between paid, earned and owned media, we studied the top three brands in three categories: mobile network providers in the UK, cars in Germany, and home electronics in the US. We also analyzed the leading shampoo brand in AustraliaThe success of these brands is in part due to their ability to effectively manage the paid, earned, owned relationship We created a total of 67 models across these categories which examined the link and interaction among paid, earned and owned channels and found some very interesting and powerful relationships. Overall, 50% of earned activity was influenced by paid and owned. This is a clear demonstration of how successful marketing can drive consumer participation. From our analysis, we discovered that each category has its own set of behaviours. Among top car brands in Germany we found that 37% of earned (online word-of-mouth) was created by visits to the brand website (owned media). However, the shampoo sector in Australia showed that paid media was driving 60% of word-of-mouth - also a powerful relationship, but this time driven by paid, as opposed to owned. And in the mobile phone category in the UK, our analytics models showed us the ability of advertising in TV, print and online to motivate people to go to the brand website, a valuable sales channel for the category. Different types of paid media were seen to be more or less influential. In the mobile phone category, press and TV had a very similar incremental effect on earned and owned activity. In the car category, press drove1.6 times more owned activity than TV. And, in consumer electronics TV accounted for over 80% of media investment and was therefore the most significant media channel.“Earned media” via content marketing is seen as more effective than “bought media” as:  l It is usually cheaper to create. l Distribution online is “free”. l Word of mouth is still the most effective form of marketing so peer-to-peer endorsement is ideal. l Ad skipping technologies (online, TV etc.) mean increasing amounts of bought media are not being seen. l Earned media delivers inbound links online which is now the key factor in a brand’s search engine rankings and improved search results = direct ROI. l Content, and earned media, have a long „shelf life‟. Unlike advertising or marketing campaigns, which are ephemeral, content can be considered an asset which „keeps on giving‟ via continued direct traffic from links and indirect traffic via improved search rankings. l Content marketing can also target the „Long Tail‟ i.e. niches, including valuable ones, which are hard to reach with mass advertising or many forms of „traditional‟ bought media. Optimising content against particular keyphrases and using targeted online distribution can deliver laser-like targeting.  Many organisations have launched „social media‟ or „online customer engagement‟ initiatives but rapidly find that these are not sustainable when treated as „campaigns‟. They are an ongoing commitment which, crucially, requires *content* (in its various forms), to fuel the engagement and conversation. Thus, again, a rapid rise in organisations investing in online content.
  • Altimeter has a great model which is well worth looking up.Converged media is really about mixing things together to create something new and better. There are at least criteria today that companies need.First is strat; and then what you need to do to organise internally and your agencies and vendors; third is building things together all coming together; finally, to analyse and see what works.
  • So if we break that down into its components, Strategy is first understanding the emerging pratices and being familiar with the changes. If you’re a social media expert any don’t know advertising. Need to know behavioural trends; how they’re constantly changingWhat’s the right type of mix that we need to do? It’s going to depend on your business goals; the types of customers you’re trying to reach; or which phase of your marketing strategy you are in with your customer. Each type of channel is going to be used in a different way and you will have to model the correct mix in order to be successful.Second part of strat is developing a stable foundation.I like to reference how we think about these as a stool and undertand how all of these stools can be used in harmony to give that solid foundation so you need to use them correctly and in a consistent way.Organisation is very important, espeically if you want to achieve the Earend part to achieve at scale. Not going to happen unless you’ve got a solid content strategy. And a solid awareness campaign which is usually roote din advertising. Based on having a consistent and viable content strategy. A consistency of messaging across all of our channels and tools. Communication between everyone that’s working on this – large undertaking between internal and external stakeholders. It means agility, because as we illustrated real-time is a very large companent of this. And constant monitring and optimisaiton. Team and department absolutely need to be aligned and incentivized to work together. As mentioned, the social team doesn;’t work with the advertising team and so on. The speicalisation need to conitnue to exist but different parties need to work in closer harmony. A great exmaple of this happening is Intel.NancyBiggot is VP of sales and marketing and also Director marketing strat has just realigned Intel globally to bring the social people together with the advertising people into the same team across the entirity of Intel. Done this because believes Paid media is beginning to disolve. Look at her blog post.Content and creative needs to be aligned across channels. That’s a very compicated thing to do. Requires everything from digital asset management to alignment and agreement on campaigns creative across touch points. But if this alignment doesn’t occur, campaigns are going to look fragmented and this media untity that’s centre of the diagram can’t possibly happen if not simialr and consistent look feel and voice across campaigns. Virgin mobile atuned to doing this well. They have streamlined the process of publishing into a very rapid hub that’s targeting 18-30 yr olds. And it’s bringing content together under virgin brand in a way that looks unified but that also allows their audience to smash that brand and then reshare the content so that even more fans and interested readers come back to virgin and fin this content that they’re sharing.Real-time is a theme returning to. Agility is critical because so much of it is social, so brands need the labour and the training so that SAAS can operate in Real time and respond in near real time. That involves empowering emplyees to make these responses without having to go up a chain of command and get approvals. Also applies to measurement, benchmarking, reporting, attribution and support. You can tweak and optimise campaigns in realtime but only if you have the data, capabilites and technology to interpret that realtime data.RT has been proven effective. A study of it, proving that it amplifies every metricv in terms of recepetiveness to a campaign.!/insights/real-time-marketing-research/Production has to be channel flexible. You can’t get marreid to a campaign married in an app or micros-ite. Might find the audience migrating and you’ve got to be there for them when they do. When they put down that phone and look at the laptop or put fown the laptop and look at tablet. Be avialble and consisten. Be designed to be protabel.Influencer rlations are also critical. Both in terms of Paid and Earned. Influencers can be paid to write articles – to guest blog. They can also offer guidance or advice on how to manage your own platform. And can be terrific advocates in helping brands to earn Earend media at scale.Have to have socilamedialistening in order to allow you to respond. Mine for proactive insights and allow insights to inform what will happen next. How it will tricklle f
  • Once you’re done, do it all over again. Have to have social media listening in order to allow you to respond. Mine for proactive insights and allow insights to inform what will happen next. How it will tricklle fThis is just one model. There are many more.
  • And while you will need an ‘always on’ and consistent approach to your POE media strategy occasionally you will have campaign focused strategies to work with your agencies and channel selection will vary. The nature of the web means that consumers expect advertisers to have some sort of permanently accessible, 24/7 presence online, and more and more expect this to be interactive and responsive. Owned media is important in fulfilling against this always-on expectation. The brand website offers information, contact forms and, in an increasing number of cases, e-commerce, whilst social presences on platforms like Facebook and Twitter facilitate frictionless dialogue.The variety of executional options now available can therefore be allocated against paid, owned, earned and split out between ‘always-on’ and ‘campaign’ (with always-on tending to be a longer-term commitment that crosses multiple departments, whereas campaigns will tend to be more specific and time sensitive).
  • Different strategic objectives require different solutions, and it is rare for all the areas above to be used in the same campaign (though listening and measurement should be used in some form on every campaign and every piece of activity, regardless of the channel or product).
  • There are also a host of tools coming out which deal specifically with this strategy…too many to mention here. These are great tools but have the API feed into a data hub which will allow you to view all data in a way that is customised to meet the needs of various members of your company and your agencies.Unified Reporting / POEMThe exponential growth of social media means more data, more complexity, and more fragmented reporting. Combining disjointed reports from paid campaigns, owned audiences, and earned media is difficult, and often limits insights.Unified's Strategists use the Social Operating Platform to enable brand marketers' true POEM (Paid, Owned, Earned Measurement) strategies. In a single real-time reporting dashboard, brands see the impact of social campaigns on their owned audiences along with their earned media growth. These reports translate social activity into dollars and cents, allowing for ROI measurement across multiple platforms.Unified's reporting dashboard empowers marketers with the insights they need to become social experts. Now marketers have one view into true POEM and can apply actionable insights to their future campaignsLet’s translate this into Social Media. Your biggest fans are called advocates and they have the power to influence the decisions of countless others. To activate your advocates you need to find them and give them reasons and resources to support your cause. Marketers commonly approach this from the perspective of seeking out whoever is retweeting brand content or posting on brand Facebook pages. That’s a good and necessary start, but you’ll quickly find that advocates are everywhere. Finding them and assessing how best to engage with them is a full time job in and of itself. Of course, there are tools out there that can speed things up. Dachis Group has “Advocate Insight,” which automates the process of identifying your most passionate and influential advocates. Your list might look something like the graphic below:Once you have a list of your advocates, reach out to them. Create highly engaging content that they can gravitate around. Talk to them when they make comments on your content. Make your biggest fans feel special and watch the amplification. If you are passionately engaging your advocates, your efforts will be multiplied many times over by the shares, retweets, and blog posts written about you. This is called “earned media,” and it’s the holy grail of marketing. People trust others more than they trust you. If you have fans spreading your message, you’re getting some serious ROI on your time.
  • Map your brand’s touchpoints. This is the number of ways that consumer interact with your brand. Some of the most influential touchponts may exist in areas in which brand marketers don’t give much focus. Brands should invest in undertaking a rigorous and disciplined audit of all their touchpoints across paid, owned and earned, map out how they connet and understand which ones have the most influence. Connect to the consumer to at every touchpoint in the purchase path. As consideration for brands increases, purchase decision-making is extending into new areas online and offline. Brands need to be everywhere consumers are considering their products and are receptive to the brand messaging. This generally requires a diversification of the marketing mix to connect with consumers in new ways. Track and measure consumer involvement. Marketers in search of metrics Use local insights to drive local plans.Give consumers an experience, not a rotation of messages.
  • ATSYD 13 Chris Dutton - HotHouse Digital

    1. 1. PAID OWNED EARNED MEDIAEngaging Content & Leveraging the Mass Consumer Market
    2. 2. Explosion of devices and channels Posters /1980s OOH RadioMedia Consumer Press Direct TV / Cinema
    3. 3. . Brands must differentiate to connect with consumers
    4. 4. . Agencies must also adapt
    5. 5. Moving away from old marketing models
    6. 6. PAID EARNED• Typical corporate media spend. • First person commentary and• Drives people to Owned Media content about the brand posted and shared across a variety of venues. • “Social Media” outlets also support Bought and Owned media. Radio Product Mags Site(s) Newspapers Corporate „Advertising‟ Website Online ads Outdoor Television Natural Search Campaign OWNED Affiliates Campaign Video sharing Site(s) Social networks Blogs Community Social Media Forum Email Personal pages
    7. 7. A virtuous cycle of consumer involvement
    8. 8. Channels are converging
    9. 9. Drive relevant content and they will come
    10. 10. Big brands adopting the model
    11. 11. Big brands adopting the model
    12. 12. Earned / Owned are trending Source: Soda Report
    13. 13. Earned rules the Court!EARNED OWNED Is King Is Queen PAID Is Jester Source: Soda Report
    14. 14. . What‟s the hold up? 1. The Teams are Too 2. Agencies are Too Far Apart Specialized 3. The Tools are Too Narrow
    15. 15. So what‟s the right approach?
    16. 16. Put it in the right context for you Source: Initiative
    17. 17. Executing POEM well
    18. 18. 1. Strategy 2. Organisation3. Production 4. Analysis
    19. 19. Once you‟re done…do it again!
    20. 20. Campaign versus „Always On‟
    21. 21. Such as this popular „Integrated Marketing Plan‟
    22. 22. . Specific POEM tools emerging
    23. 23. Three things to get started today
    24. 24. 1.Map your brand’s touch-points.2.Connect to the consumer at every touch-point.3.Track and measure consumer involvement.