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Marketo Keynote: Converged Media (Paid+Owned+Earned) #MUS13

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Jeremiah Owyang's keynote presentation to 2000 marketers in SF on how marketers must adopt Converged Media (Paid+Owned+Earned)

Jeremiah Owyang's keynote presentation to 2000 marketers in SF on how marketers must adopt Converged Media (Paid+Owned+Earned)

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  • Relate Times Square story.Consumers will have many choices in their journey, much how this times square experience overwhelms but gives buyers options. This same experience will happen digitally for consumers, even in their homes.
  • ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  • ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  • http://www.emarketer.com/Article.aspx?id=1008948&R=1008948b2http://www.slideshare.net/sodaspeaks/the-soda-report-11690932/download
  • Gray area: eg. RetweetsOutlying channels don’t neatly conform to the categories of paid/owned/earned media. This is to be expected from some forms of digital media. Online contests and sweepstakes, for example, are often hybrids of paid, owned, and earned media. And as mentioned above, shared media (“likes,” “retweets,” “shares,” etc.) are considered by some to be a wholly separate channel from earned media. Moreover, shared media may or may not contain original content (e.g., a comment or other earned media) added by the sharer. Co-created content is another category that could be assigned to earned or to shared media. We acknowledge these arguments, but for the purpose of this report we will consider “shared” media to be part of earned.Definitions for Reference- Paid media: are display or broadcast advertising. In digital channels, paid media include banner ads, Pay Per Click (PPC) search ads, advertorials, sponsorships, sponsored links, and pay-per-post blogging. The common factor of all these channels is that they are a form of advertising for which a media buy is necessary.Owned media are all content assets a brand either owns or wholly controls. Owned media channels include websites, microsites, branded blogs, videos, and the brand’s own(ed) presence on social media and social network channels, such as Facebook, Twitter, YouTube, Flickr, etc. Owned media is largely content marketing, i.e., content a brand owns and/or publishes that involves no media buy.Earned media is user-generated content created and/or shared by users. (It bears mentioning that some consider shared media to be a separate channel. More on this below in Outlying Channels.) Types of earned media include consumers’ social media posts, tweets, reviews, videos, photos, and open online communities. Another component of earned media is mentions in media or on social channels that are the result of PR or media relations. For brands, earned media is the most elusive and difficult of the three channels; while it can be influenced, it cannot be directly controlled.
  • Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.
  • From a brand perspective, converging media types has tremendous value: The insights that accompany analyzing earned media instruct and inform the areas in which to amplify using paid and where to innovate with respect to owned. Owned media provides the platform upon which earned and paid can exist and is foundational to the brand presence and messaging, which inspires earned. Paid media helps drive volume to owned and earned channels, and ultimately what amplifies the brand message. MORE AND MORE, EARNED INFORMS CREATIVE FOR PAID AND OWNEDMore and more brands use earned to inform paid and owned investmentReveals demographic trendsHighlights what audience is talking/cares aboutShowcases optimal channels for investment
  • http://jess3.com/facebook-vs-twitter/
  • no original date givenUPDATE: Nov, 2011SOURCE:http://originalrunners.com/http://twitter.com/#!/weddingrunnershttps://docs.google.com/viewer?url=http://media.nucleus.naprojects.com/pdf/OPEN_Insight_3_SocialMedia.pdf“When Goldman and her team of five employeeswanted to launch a new runner color, they turned totheir 2,000 followers on Twitter (@WeddingRunners).Ten percent of their followers got engaged andsupported development of a hot pink runner. Thisinput pushed the company’s creative power in adirection it might not have gone otherwise. “Twohundred people asked us for runners in Eva HotPink, so we took their advice. It quickly became oneof our top sellers,” says Goldman.”Tags:#retail#twitter#smb#crowdsource#jessica
  • https://business.twitter.com/en/optimize/case-studies/sharpie/Tags:#retail #art#b2c #teens #poe #paid #ugc#jessica
  • SOURCE: https://business.twitter.com/success-stories/monterey-countyChallenge: Introduce new visitors to the hidden gems of Monterey via word of mouth reviews and trusted information from travelers who are passionate about the region.Solution: @SeeMonterey used Promoted Tweets to drive users to a contest landing page where they could win a trip to Monterey by sharing their favorite Monterey experiences through Tweets and Retweets. To reach an engaged audience for the contest, the bureau and their agency, Borders Perrin Norrander (@bordersperrin), partnered with travel content website Trazzler. Trazzler helped @SeeMonterey reach nearly 1.3 million followers using Promoted Tweets to promote the “Win a Free Trip to Monterey” contest. The followers who posted the three most creative Tweets won vacations to Monterey.Tags: #smb #smallbusiness #travel #tourism #b2c#poe #paid #twitter #contest#jessica
  • Smart idea from UNIQLO to get people talking about the launch of the new San Francisco store opening in October.  I’m not sure which I love more… the incredibly simple but great idea to use a quirky online game to drive traffic to the new flagship store (prize collection is at the new store) — or the fact that they have partnered with a YouTUBE star (cat) called Maru. Maru is an adorable, box-loving, male Scottish fold cat from Japan that has cute overloaded the entire Internet many times over. His YouTube channel has 230 videos with over 230,000 subscribers and over 172 million views. He has been inducted to YouTube Japan’s Hall of Fame after winning top honors 3 years in a row. He’s also released two books and one DVD.http://newmediarockstars.com/2012/09/youtubes-greatest-hero-maru-the-cat-becomes-a-fashion-icon-sort-of/http://www.businessinsider.com/uniqlo-maru-2012-9Tags:#entertainment #gamification #retail #japan#youtube #POE #contentmarketing #meow#jessica
  • MKESXSW was a Beer and Bratwurst How a burger joint used Foursquare to draw a crowd (Part I) Tags:#smallbusiness #foodbev #hospitality #foodbev #b2c#foursquare #twitter#foottraffic#jessica
  • http://blog.steffanantonas.com/case-study-how-to-use-foursquare-to-draw-a-crowd-into-your-restaurant.htmhttp://mkesxsw.info/WHY IS THIS RELEVANT TO MUSIC MERCHANTS:Foot traffic IN-STORE is critical to selling productSmall, local business listens/ observes what fans are doing and opts to ‘invest’ in preferred channel (foursquare)Relatively low budget, high-return initiativeCo-promotion with another store-sponsored event drives simultaneous awareness, greater value for storeTags:#hospitality #foodbev #b2c#foursquare #smallbusiness #foodbev#twitter #foottraffic#jessica
  • In “The Bug Circus Generator” ad from telecommunications company Qualcomm, creepy crawlers inhabit a miniature circus and power a smartphone with their limbs.The 89-second commercial for Qualcomm’s Snapdragon platform features a praying mantis on a bike, tarantula on a treadmill, scorpion on a rotating wheel as well as Madagascar cockroaches and a death feigning beetle on the merry-go-round and in a cannon. At one point, the clip flashes, “100% Bug PoweredSmartphone.”The video attracted more than 600,000 views within its first few days, and is currently at 1.2 million. VIDEO URL: http://www.youtube.com/watch?v=CPwDkVnF-YQEMBED CODE FOR VIDEO <iframe width="560" height="315" src="http://www.youtube.com/embed/CPwDkVnF-YQ" frameborder="0" allowfullscreen></iframe>http://mashable.com/2011/10/19/bug-circus-generator-smartphone-snapdragon/Tags:#b2b #tech #mobile #chips #contentmarketing #entertain#youtube#jessica
  • Owned > Earnedhttp://www.briansolis.com/2012/07/a-social-publishing-model-from-intel-iq/http://iq.intel.com/story/8513442/iq-a-new-publishing-model-1
  • http://blogs.intel.com/marketeer-musings/2012/06/22/the-blending-of-media/Nancy Bhagat is Vice President of Sales and Marketing at Intel, and serves as Director of Marketing Strategy and Campaigns.
  • Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
  • If your effort is kicking off, start by conducting analysis of what’s happened in earned, and owned channels. We often heard from interviews that earned tells you what target market is saying or where they are, which informs owned.  However in most cases, launches were built off existing products so analysis on owned was common.  This analysis should be conducted looking back several periods (months to years).
  • Often companies jump to decide what they say, without analyzing what people want to hear, and that’s why the prior phase on analysis and reporting was a requirement.  Companies can now develop a content strategy, but should understand how it changes and varies depending on the following variables:  product type, geography, channel, screen, and source of information.  Note that this spans many internal teams from corpcomm, brand marketing, media buying, social media team and all related agency partners.
  • This phase requires both internal governance on message and engagement orchestration that includes communication, internal collaboration, a series of meetings, a clear leader and the tools to support.  We’re currently seeing a variety of tools from CMS, media network management, and social media management system (SMMS) technologies span this environment.
  • Real time measurement and iteration (center item) should be occurring as a baseline, as a result, post-publication, teams will identify hot paths and hot conversations where content is resonating.  Then, teams should invest in sending in content experts, community managers, product leads, executives, or influencers to trigger further discussion.
  • New media units have been on the rise from Facebook and Twitter in the form of social ads.  These units often can be promoted based upon resonating with earned or owned content in social networks.  Double and triple down on content that’s resonating to reach a broader audience, or tap into the social graph by allowing those involved to share with their networks.
  • Nothing is static in this real time world –even your umbrella messaging and tag lines.  Understand that messaging must evolve and change in real time to meet needs the changes of the market.  Savvy marketers will know when to bend, by involving customers into these process –and know when to stay on overall message to lead market to a new stance in positioning.
  • Above: Edelman’s David Armano shows a workflow between Paid Owned EarnedAnalyst Note: This early diagram quickly delineates a workflow among channels focusing on strength of eachSocial Marketing and Engagement, Slideshareby David J Carr (twitter, blog), Digital Strategy Director, Chemistry CommunicationsAnalyst Note: The integration of social listening, social engagement, email, website and communitiesSocial Marketing and Engagement, Slideshare

by David J Carr (twitter, blog), Digital Strategy Director, Chemistry Communications
Analyst Note: The integration between multiple channels both from awareness push to engagement and across screens
  • Transcript

    • 1. 1 Reach your Dynamic Customer through Converged Media @jowyangApril 9, 2013Jeremiah OwyangIndustry AnalystAltimeter Group
    • 2. 23000
    • 3. 3Dynamic Customer Journey With so many choices, consumers are empowered to take the most efficient journey.© 2013 Altimeter Group
    • 4. 4 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2013 Altimeter Group
    • 5. Dynamic Customer Journey “How can inflexible organizations synchronize with the changing customer?”© 2013 Altimeter Group
    • 6. Image by Mark Garbowskiused with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We‟re Tuning Out the Noise© 2013 Altimeter Group 2012
    • 7. 7 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2013 Altimeter Group
    • 8. 8 Investment in Earned and Owned increases in 2012 Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2013 Altimeter Group
    • 9. 9 A closer look into each media type Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2013 Altimeter Group
    • 10. 10 Digital Paid, Owned, and Earned media Display, banner ads corporate website Sponsored posts, ads microsites PPC ads corporate blog Pay per post blogging© 2013 Altimeter Group
    • 11. 11 Now, let‟s define Converged Media  Two or more channels of paid, earned, and owned media.  Consistent storyline, look, and feel.  All channels work in concert, enabling brands to reach customers throughout the customer journey© 2013 Altimeter Group 2012
    • 12. 12 Creating branded ‘surround sound’: how media types influence and enable each other OWNED PAID Instructs where to amplify EARNED Drives volume© 2013 Altimeter Group
    • 13. 13 Brands that do not integrate paid, owned and earned media types are at a disadvantage  Fragmented messaging, inconsistent branding  Redundant efforts, no communication/ collaboration  Departments competing for budget  Low customer engagement/ advocacy  Convergence begins to occur in traditional media© 2013 Altimeter Group
    • 14. POP QUIZ: Which media type are Facebook and Twitter?© 2013 Altimeter Group
    • 15. 15 Answer: all three!  Paid: • Sponsored tweets, posts, engagement ads  Owned: • Branded Facebook or Twitter page • Brand-curated content • Branded Facebook apps  Earned: • Fan/user-generated content posted related to brand • May be on brand‟s page or elsewhere© 2013 Altimeter Group
    • 16. 16 What does this look like on Facebook? Paid Owned Earned© 2013 Altimeter Group
    • 17. 17 What does this look like on Twitter? Owned Paid Earned© 2013 Altimeter Group
    • 18. 18 Converged Media Example: Earned + Paid Earned Paid Bazaarvoice deploys paid advertisements with user ratings and reviews. Microsoft advertises with transparency; shoppers click on the ads to learn more from their peers.© 2013 Altimeter Group
    • 19. 19 How Brands Deploy Converged Media© 2013 Altimeter Group
    • 20. The Original Runner Co. turned to Twitter followers to launch a new aisle runner color The Original Runner Co, makers of fabric aisle runners, e.g. for weddings, asked its 2000 Twitter followers for feedback before launching a new runner color. Ten percent of followers engaged, and supported the development of a hot pink runner. The company has 5 employees.© 2013 Altimeter Group
    • 21. Sharpie lets its fans do the copywriting, promotes tweets as ads Targeting teens interested in creativity and self- expression, Sharpie used Promoted Tweets. Through Promoted Accounts, they attracted an artistic following from whose tweets were made more Promoted Tweets. The campaign helped Sharpie increase its following by 6x at 1000 followers per day.© 2013 Altimeter Group
    • 22. Monterey‟s Convention & Visitor‟s Bureau, SeeMonterey, leverages paid tweets to drive engagement and content 1.3M reach To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership topromote fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the contest generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from the campaign on their blog and other owned properties.© 2013 Altimeter Group
    • 23. 23 Uniqlo partners with an unlikely online „influencer‟ to promote flagship store opening in SF Uniqlo creates “Lucky Cube with Maru,” a sharable, interactive game where users choose a box to win a prize. Uniqlo hopes to drive traffic and buzz; The prize can be picked up locally or shipped. Maru the cat has received more than 175 million views and was inducted into YouTube Japan‟s Hall of Fame.© 2013 Altimeter Group
    • 24. How a small Milwaukee Burger joint draws a crowd (Part I) Local Milwaukee Burger Joint, AJBombers noticed its growing Twitter following was using Foursquare more and more, so they decided to set up the elusive “Swarm” badge for the shop, earned from a gathering of 50+ Foursquare users.AJ Bombers cross-promoted the event as a fundraiser fora Milwaukee Beer & Bratwurst part at SXSW (for whichAJ Bombers was a sponsor), across Twitter, Facebook,Twtvite. Foursquare itself even tweeted the event.© 2013 Altimeter Group
    • 25. And „swarm‟ they do; AJ Bombers draws mass foot traffic, engagement (Part II)• 100 pre sign-ups; 161 check-ins generated by the event in one day• Hundreds of tweets generated by the event, marked increase in word of mouth• 56 users signed up for Foursquare for the first time just to get the badge• Biggest Foursquare check-in event in the mid-west hitherto, first “Swarm”• Picked up by multiple media outlets• Took only 1 week to organize the event© 2013 Altimeter Group
    • 26. B2B can go viral too: Qualcomm‟s Snapdragon‟s Bug Circus Generator crawls across the internet Using tiny creatures to promote a tiny product, (Snapdragon‟s CPU is called „Scorpion‟), the campaign was right on- brand… and managed to bite users with the viral video bug attracting more than 600k views in the first few days– now 1.2M.© 2013 Altimeter Group
    • 27. Converged Media Success Criteria© 2013 Altimeter Group
    • 28. 28 Altimeter identifies 11 criteria to successful converged media deployment© 2013 Altimeter Group
    • 29. 29 Intel‟s iQ Social Publishing an industry first for integrated media curation The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.© 2013 Altimeter Group
    • 30. 30 Intel among the first to reorganize… merging social media team with global media team “Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”© 2013 Altimeter Group
    • 31. 31 Workflow: Coordinating Paid + Owned + Earned© 2013 Altimeter Group
    • 32. 32 Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration© 2013 Altimeter Group
    • 33. 33 Periodic Strategic & Analysis Reporting  Investigate what’s happening in Paid, Owned, Earned channels  What instructs what?  Listen to and observe your customers  Listen to competitors too • What their customers say • How they‟re responding© 2013 Altimeter Group
    • 34. 34 Content Strategy  What message represents, reflects, speaks for the brand?  Understand how content strategy varies: • Persona segments, product type, geography, channel, screen, source of information  Spans many stakeholders; internal depts. and external agencies© 2013 Altimeter Group
    • 35. 35 Publication Across Channels  To execute across channels, brand must define: • Governance, engagement plan(s), communication, internal collaboration, series of meetings, designated leader, tools to support  Agency and brands are increasingly adopting collaborationtools spanning multiple teams  Growing ecosystem of tools • CMS, Media Network Mgmt, SMMS, etc.© 2013 Altimeter Group
    • 36. 36 Engagement  Teams must identify hot paths and hot conversations where content is resonating  Trigger further discussion via: • Content Experts, Community Managers, Product Leads, Executives • Advocates and influencers  Also partake in ongoing discussion and monitoring© 2013 Altimeter Group
    • 37. 37 Amplification  Leverage converging media • Use Paid to amplify Earned and Owned • And Earned to amplify owned and paid… • And Owned to amplify earned and paid…  Explore new ad and promotion types via owned and earned • Social ads, UCG • New aggregation platforms (eg. Bizaarvoice)  Tap into social graph by allowing those involved to share with their networks© 2013 Altimeter Group
    • 38. 38 Restructuring  Messaging must evolve and change in real-time to meet the needs and changes of the market  Leverage emerging tools for customer collaboration  Staying on-message vs. taking new positioning? • Involve customers in the process; be innovative© 2013 Altimeter Group
    • 39. 39 Measurement a baseline requirement across all phases  Conduct in real-time to allow for rapid iteration  Communicate progress to company via simple reporting • Daily wrap-ups, trend diagrams, real-time tickers© 2013 Altimeter Group
    • 40. 40 And then the cycle repeats…© 2013 Altimeter Group
    • 41. 41 But remember, workflows are unique to the organization© 2013 Altimeter Group
    • 42. 42 We asked brands, agencies and vendors to rate the maturity of the Converged Media space…. Respondent Average Group (1-5) ALL 1.95 Brands 2.18 Vendors 1.72 Agencies 2.08 Respondents rated the maturity of the Paid, Earned and Owned space on a scale of 1-5, where 1 is Very Immature and 5 is Very Mature.© 2013 Altimeter Group
    • 43. 433000
    • 44. 44 Reach the Dynamic Customer by Converging Media  Converged is here. Facebook and Twitter ads are proof. Those who take advantage now will have an edge.  Its not easy. Immense internal change must occur as lines blur, both internally and with agency partners  Leverage data and platforms that propel campaigns forward by aggregating ad data, corporate content, and social, then derive analytics.  Converged media is rapidly bleeding into offline channels and also creates demands for real-time marketing capabilities  As consumer gadgets and devices and media channels proliferate, this will only become more complicated© 2013 Altimeter Group
    • 45. @jowyang Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2013 Altimeter Group