The Converged Media Imperative - DMA/IBM Webinar
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The Converged Media Imperative - DMA/IBM Webinar



Webinar delivered on 9-12-12 for the DMA & IBM

Webinar delivered on 9-12-12 for the DMA & IBM



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  • applicable to B2B as well. Every buyer is influenced by brand impressions.The average person sees c 3,000 brand impressions every day.1 The media and information they consume might originate in traditional media, social media, advertising, or — with increasing frequency — a hybrid of all three. Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with.
  • 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 in its complexity.
  • from bubble: Tesco put images of products and QR codes in subways. Customers would scan and purchase these products for same day delivery. “So, Tesco Homeplus created a virtual store in Seoul subway stations in which the displays and merchandise are exactly the same as the stores. Customers scan the desired product with their smartphone and it then appears in their online cart. The products will be delivered to their door ‘right after you get home.’”[1] web stats… 27, 2011 (Updated Nov. 16, 2011)#foodbev#retail#mobile#asia#support #learn#jaimy#SW
  • 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.
  • Screenshots are of paid search results, a Blue Cross Blue Shield blog from Michigan and a Facebook status posting about an open position at BCBS.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
  • ¼- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAVE BEHIND. 100% approved for broadcast format. By partnering with the Digitial Influence Group, Glidden was able to devise a strategythatspannedcontent, platforms, and the dynamiccustomerjourney. Together, DIG and Gliddenpartnered to architect a trulyvaluableexperience for the consumer, ultimatelyleadingthem to the brand. Thiscampaign was moreaboutleadinghertowardsGliddenbrand, engagingher in inspirationpage. Thisis the stagewhenshe’srippingpages out of a magazinebcsheloves a room, not engaging with paintbrands. For thisreason, theykept the Brandingmoresubsumed; onlyat the bottom of the page do yousee ‘Powered by Glidden”, that was intentional. Theywanted to leadhertherethroughcontent and tools, and as shegetscloser to hercolor choice, the Gliddenbrandgetsdialed up. #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
  • 2/4- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. Glidden engaged multiple influential bloggers to help them produce content. While many brands engage high-end famous designers, Glidden selected “down-home”, more approachable bloggers, “like a friend down the street who happens to be great at design” Engaging them as ‘trusted peer voices’ and publishing partners on owned platforms, they also enlisted them to promote and distribute content, creating greater earned opportunities. The owned tools are key, core colortopia team bloggers as publishing partners is an integral component. Experts exchange, others pointing to higher end designers, we want to find the approachable bloggers, they’re the voice of this experience, she’s not ready to engage with brand. In Q&A, bloggers starting to weave Glidden colors into what they’re saying, their advice. Onboarding process was specific ab bloggers engaging with the people, Glidden handles the brand side. Parntershipab # of posts, engaging with people, we trained them on the brand. They bring to life owned properties, socialization created perceived earned, the content that became part of the paid. We’ve strategically woven into experience the oppty for validation from target’s network (fb shares, twitter; she can ask her network, what do yo think. This is about creating confidence- creates a social impression from a brand standpoint.) All tied to Glidden’s own social channels, using one channel vs establishing my colortopia#painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
  • ¾- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. My Colortopia cascades across media channels, allowing shoppers to engage on their termsOwned tools in upper section, site experience built to be modular so we could distribute tools to social channels and to core blogger sites. On left side, you see media and blogger partner network that helps to amplify. Using paid to distribute that content, no display ads. Mobile done in conjunction with HouseBeautiful partnership (paid), featured MyColortopia, with digital watermark, scan with mobile device with video popping up and introducing to My Colortopia and pointing to program. Also color swatches you could scroll through. You can scan QR code and take to Pinterest. Ties to retail (in-store kiosk) + mylifemycolor quiz. All tools lead you towards color palatte choice and shopping list. When user got to paint colors, Glidden was right there. Some tools enabled users grab colors from other places(from her purse, or vacation photos), use those sources of inspiration. Part of challenge with retail environments was to give her the oppty to to create (email, sharable, have on phone) must have confidence when you go into the store; Confidence transferal and brand insistence. #painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
  • 4/4- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. Key: this is after just 6 months, continuing to see great momentum. Based on the finding that others’ successes helps inspire shoppers’ confidence, Glidden adjusts the campaign accordingly. This flexibility is important to converging media successfully and in real-time.#painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
  • Rather than fight for access to key athletes in the 2012 games, Procter & Gamble is promoting its brand — personal care and home goods — by turning its cameras to the champions’ moms.“While P&G may not be in the business of athletic equipment, sports drinks or athletic apparel, we are in the business of helping Mom,” according to the company’s statement about its “Thank You, Mom” Olympics content project. “We will be using our voice in the London 2012 Olympic Games to acknowledge Mom’s rightful place in the 2012 Games.”Results? (this is a brand new and still ongoing campaign…) Sociagility ranked the campaign high as effective, right off, and as Reuters reported at the end of July: “U.S. consumer goods giant Procter & Gamble, which issued a profit warning last month, still expects its 2012 Olympic sponsorship to generate $500 million in additional sales.”This video actually did make me cry!! #retail #olympics#contentmarketing #poe#facebook #twitter#jessica
  • Moms from around the world use P&G products to help raise champions!
  • PepsiCo has bottled and marketed Brisk, a Lipton ready-to-drink tea brand, through a joint venture with Unilever, owner of Lipton, since 1991. It has also worked with Lucasfilm to promote the “Star Wars” franchise since 1997.
  • Bricksaber  will feature content that allows fans to unlock new characters and objects based on codes found on marked packages of one-liter Brisk Iced Tea bottles. The game features 2-D and 3-D elements and invites players to choose their side-the Light Side or the Dark Side. From there you can choose what mode of play you want. You will then battle foes depending on the allegiance you have chosen. Players can share their scores on Facebook and Twitter if they so choose. Those with top scores will be shown on the leaderboard on
  • Brisk asks fans to submit their “Brisk Story” Brisk tapped into other pop culture icons, such as Eminem and Danny Trejo to drive traffic and earned media towards the brand.*Similarly, according to data provided by Larry Finkel, director of food and beverage research for, Brisk’s dollar sales in supermarkets, drugstores and mass merchants excluding Walmart rose 12 percent, to $94.3 million, in the year ending April 17, 2011.
  • ClearChannel has a recent and very integrated example of converging media through digital billboards, gesture recognition, and social media interaction with their Crowdplay Media approach, designed to engage consumers and woo advertisers. This summer, ClearChannelSpectacolor is activating the “Times Square Dunk Tank.” The campaign will run on the hour throughout the summer and starts with a carnival barker inviting passers-by to help dunk the Painted Lady (actress/model Sabina Kelley), or the Strong Man (stuntman Robert Miller).ClearChannel integrated digital channels as part of the engagement process, inviting players to watch on YouTube and vote on Twitter to determine who gets dunked. (Tweets are broadcast on the Jumbotron). When voting closes, a giant augmented reality ball is released “into” the crowd, which they can bounce until it hits the target (the dunkee).Results: Dunking occurs 3X per hour, and results thus far indicate ClearChannel sees c. 500 participants per dunking; 1,500 people per hour. In addition to the live events, ClearChannel created a YouTube channel and a Facebook page and application as a virtual campaign home base. Participants nationwide will submit video auditions online to be chosen as “the dunkee” to be flown to L.A. and New York over Labor Day Weekend for filming.
  • CAMPAIGN 1: Tales from the RoadCAMPAIGN 2: Blast from the Past CAMPIAGN 3: Ryder Cup Challenge Eager to understand fans' tips and tickets, 'How do you go like a pro?' asked National, tapping into specific segments (eg. What is your most embarrassing travel moment? What is the greatest business success you've had on the road?"National Car Rental’s first Facebook campaign, Tales of the Road, asked fans to share travel stories for a chance at 350,000 airline miles and “elite” status in their loyalty program. National listened to the hundreds of submitted stories and learned fans will share qualitative information about their travel habits in exchange for travel perks. Based on this insight, National planned the next activation in the formof a sweepstakes on both Facebook and Twitter, utilizing paid Page Post Ads, Facebook Marketplace Ads, community messaging, Promoted Tweets and Promoted Accounts to encourage increased engagement and growth. In roughly three weeks, the Blast from the Past sweepstakes generated more than 400 entries, thousands of new fans and thousandsof new followers, indicating that fans are not only willing to engage and share content, but were also competitive. Based on the knowledge that their fans were driven to engage and compete in sweepstakes- like activations, National launched the Ryder Cup Facebook sweepstakes that offered fans four tickets and $5,000 for a trip to the event itself. In additionto investing in more paid promotion based on these insights, National deployed community messaging on Facebook and Twitter to drive even more engagement and to help tap into fans’ competitive behavior in a social setting. By listening to each campaign, National can not only adjust activations, but instruct ongoing and future campaign design as well.Results: With each campaign, National gained thousands of new Facebook Fans and Twitter followers within a month below target cost-per-fan goals (in both channels). Facebook paid media generated tens of thousands of engagements below cost-per-engagement goals. Total Facebook fan base grew 30% as paid engagement spread virally. The campaigns achieved PR placementin major publications, garnering millions of impressions as a result.
  • The New York Giants digital team created a year-round program of social promotion and curation campaigns to cultivate engagement with fans on and off the field. Beginning in the pre-season, they would become the first professional sport team to integrate live tweets both in the stadium and on TV for viewers at home. Using social curation, tweets were enabled on-site via the stadium Jumbotron, while simultaneously televised; there were website polls and pre-game Twitter Q&As.The team also created a Twitter-based commerce tie-ins for  Increased ecommerce sales via Twitter-driven discount; Twitter followers grew 122.87% in the 2011 preseason (7/28 – 9/12). Team jumped from ranking 20th to ranking 3rd for most NFL Twitter followers. Halloween Costume Contest Campaign attracted 7,000 votes, driving amplification and awareness. (Agency: Mass Relevance)
  • THIS EXAMPLE IS GREAT FOR STRONG BRAND MESSAGING, BOTH OWNED AND EARNED ARE RIGHT ON BRAND. Canon inspires fans to new levels of creativity with this user-generated photo contest on YouTubePhoto uploads via Flickr, Facebook, and other sourcesReal-time discussions across Twitter, Facebook, & YouTubePhoto voting, viewing, sharingWinning photos inspired a Ron Howard film1.7 million YouTube channel views 138,000 photo submissions21,000 votes cast23,000 posts192 press mentions, 415 blog mentions40% increase in positive sentiment
  • SOURCE: Nov, 2011GateGuru. GateGuru is the leading in-airport resource for travelers. GateGuru is location aware – when a user opens the application, the closest airport is identified.A user can select that airport or choose from a list of 100 airports. Once the airport and terminal are selected, a user sees all the available amenities, including location, category and average rating from fellow travelers.Once the user chooses an amenity, a more detailed overview of that selection can be seen, including ratings and reviews from fellow travelers as well as photos. The app also includes maps of the various airports and terminals.Since the app’s release, there have been over 15,000 reviews and 2,500 photos submitted via the application. GateGuru is a free application. The primary business model for GateGuru currently is working with airport retailers to drive users into stores (ie location-based advertising). We are currently working with ten of the largest airport retailers on a pilot program, giving exclusive deals to GateGuru users.Despite only launching two weeks ago, the pilot program to date has been a smashing success.We are also working with larger brands on a sponsorship basis. Right now, JetBlue is running a very innovative contest whereby the leaders of the GateGuru leaderboard get free tickets (on a national level) or $100 travel certificates (on a regional level).Tags:#listening#mobile#foodbev#jessica
  • SLIDE 1 out of 2Strategy: Leverage quality SAP content in pull marketing efforts on Facebook, Outbrain, StumbleUpon, and LinkedInObjectives:Generate awareness of SAP Business Onewithin the Small to Medium Size Business sectorPull traffic to owned SAP channels and credible3rd party content related to SAP Business One Establish baselines and gain insights into theresults and potential of pull marketingCampaign Platform InsightsAll assets utilized Broad Small Business and Precise Targeting (i.e. Procurement Manager, Financial Management, Business Owner)Precise Targeting saw 38% higher CTR and 52% more clicks than broad targeting Although earned content only comprised of 6% of all assets, it drove 29% of clicks on FacebookBranded copy on average had a 19% lower CTR on Facebook than un-branded copyBased on % of clicks, Americans showed more interest in ads related to mobile access features
  • Slide 2 out of 2 *TheNet Adopter Ratio is calculated by [(Likes – Dislikes) / Total Views]Measures the level of engagement that content spurs within usersHighly entertaining, informative, or insightful content will promote a higher Net Adopter Ratio*The Share Ratio is calculated by (Free Stumbles / Total Views) Free Stumbles occur when users in StumbleUpon share a link with a user, or send it to other social network (such as Facebook or Twitter)The Share Ratio represents the percentage of views that were free for a particular asset
  • Image Source:
  • Source: IBM Netezza & Big Data Solutions
  • percent of interactive marketers don’t currently use any form of attribution to assign credit to contacts, channels, or partners. T
  • Image Source: by article written by IBMer Brad Terrell:
  • 30% (top box other than NONE) cite their approach to attribution analysis as First/ Last Event approach. Source here:
  • Huge proliferation of digital devices creates a “digital exhaust trail” of online human activity that needs to be captured and analyzed. In addition, there is a convergence of social events and mobile devices combined with location awareness, and a shift to behavior-based targeting, driving the need for fairly sophisticated analytics over large volumes of complex data. Developing a holistic view and being able to integrate click-stream and transactional data is critical to maximize the value obtained from essential digital media solutions.Dealing with the volume, velocity and variety of big data is a growing challenge. The IBM big data platform works to aggregate customer information across multiple sources, including data from call centers, point-of-sale systems, websites, social media and outbound marketing campaigns. The ability to combine these disparate sources and analyze data quickly to enable more effective marketing campaigns is critical to digital media companies. In addition, the big data platform can help your organization reduce data latency, manage complexity and cost, and deliver accurate marketing results to improve return on investment (ROI)
  • NO ONE-SIZE-FITS-ALLA number of interview subjects mentioned building this awareness by conducting an audit to first understand where the brand sits relative to these forces (content, technology, industry, consumer behavior, channels, etc.).
  • balancing-paid-vs-earned-media/
  • Successfully architecting strategies around paid, owned, and earned media is analogous to designing a stool. The insights that come with 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.
  • While earned media is the most challenging to measure for direct ROI, it’s also the most powerful medium for achieving brand goals such as advocacy, loyalty, retention, and, ultimately, increased sales. But quality earned alone is not enough; brands must leverage paid and owned media to drive quantity. Many brands, agencies, and vendors interviewed reiterate that the main challenge to scale in earned media (and for the industry at large) lies in the immaturity of the technology and how it impacts agility.
  • Bhagat is Vice President of Sales and Marketing at Intel, and serves as Director of Marketing Strategy and Campaigns.
  • Brands’ partner companies require briefs that define the scope of paid, owned, and earned convergence.
  • Design, voice, branding, and other creative elements must be agreed upon and defined across paid and owned channelsHumans build relationships with brands in the same ways they do with other humans: through ongoing interactions, establishing trust and mutual benefit/value. As digital channels continue to evolve, so does the audience’s options for consumption. Aligning content across channels is paramount for driving consistent brand messaging, value, look, and feel. Stakeholders across paid and owned channels must also be aligned on branding elements from day one.
  • Agility is a derivative of effective listening, measurement, and resource allocation, as well as market, cultural, and media awareness. The organization must also facilitate agility in its converged media strategy by providing the proper labor resources, buy-in from stakeholders, communication channels between these stakeholders (internal and external), and empowerment to act.Real-time capabilities (measurement, benchmarking, reporting, attribution, engagement, support, etc.) are what enable this agility and the ability to respond and act rapidly and efficiently — something particularly critical in earned media.
  • SOURCE:!/insights/real-time-marketing-research/GolinHarris interviewed 3,200 U.S. consumers to learn about RTM’s value. We explored the impact of real-time marketing on how people think and act in relationship to diverse products and brands. Because RTM marketing doesn’t exist in a vacuum, the research also investigated the effect RTM on other marketing activities.Learning #1: Real-time marketing delivers what marketers want most.Our research measured the likelihood of communication with and without RTM to deliver positive outcomes most marketers seek, such as an increase in positive perceptions; interest in a product; likelihood to seriously consider, choose or try a product or brand; and to recommend it to others.When it’s added to the marketing mix, real-time marketing provides a dramatic lift to each of these five coveted outcomes. Marketers who serve as the stewards of brands should consider RTM strategies as part of any communication program intended to capture attention, drive WOM, increase preference, or bolster the likelihood to try or buy.Learning #2: RTM turbocharges your other marketing efforts.Marketers today employ many different methods to share their stories. From publicity and paid media to brand websites, social channels, search marketing and WOM programs, marketing investments are more diverse than ever before.RTM makes these investments work harder, amplifying each activity’s effectiveness. Our research shows a significant lift in likelihood to seek out, pay attention to, and participate in brand communications delivered in common channels when RTM is added to the mix. Marked increases were found regardless of channel including websites, Twitter, Facebook and other popular social media, recommendations from trusted contacts, and PR or advertising-generated stories delivered through “traditional” media.
  • The empowered and dynamic customer has choices; choices in the platform they use to consume information, how social they want to be in the process, and the time of day they wish to do so. Thus, it’s important for brands to extend their presence across multiple channels and platform types. This distributed presence is a cornerstone to successful paid, earned, and owned integration, both in terms of brand ubiquity from a consumer standpoint and revealing demographic and behavioral insights from the brand standpoint.
  • Influencers can play a role to amplify the brand message across all media types, whether touting the product in an unprompted “earned” setting, being the voice of a “paid” campaign, or even through offering guidance or advice on an “owned” platform. Analysts, bloggers, celebrities, expert practitioners, and news commentators are just a few of these influential consumerswho carry large and engaged fan followings. Consider that mass influencers, those with the greatest online reach, account for less than a fifth of the online population, but comprise the vast majority (some four-fifths) of online impressions.The extent to which brands can leverage these key consumers depends on their ability to interact with them effectively. Brands must take special steps with these types of customers by ensuring a positive interaction (purchase, support, dialog, engagement), offering them brand experiences that resonate consistently and keeping their finger on the pulse/message/behavior of such key influencers.
  • Customers, not marketers, drive successful marketing. No matter the medium (paid, owned, or earned), customers determine success. Successful integration of paid, owned, and earned media require agility, both to shift campaign strategies quickly and experiment with pilot campaigns and idea-testing. Listening, monitoring, and measurement are instrumental in substantiating this level of rapid decision-making. Listening and tracking consumers’ behavior around each media type is paramount to maximizing the impact of the investment. Analysis of the crowd can instruct strategy, while technologies that track individual behavior can facilitate better engagement on a customer-by-customer level.
  • Measure as much as possible! Go as deep as you can into attribution in order to separate the signal from the noise. Focus on what is driving the highest-quality signal.” And so the system for identifying KPIs must instruct the ongoing measurement itself. KPIs should be established at the onset, but brands must also constantly have their ears to the ground for engaging consumers along each step of the customer journey — from consideration to purchase, to support to loyalty. These metrics are fluid and may shift based on customer segment, platform, campaign assets and goals, even external forces like cultural events, etc. Measurement and analysis help marketers become smarter. In a world of converged media, they are the foundation from which investment potential is established, understood, optimized, and realized.
  • Attribution models taking from IBM whitepaper
  • This slide uses animation to depict old model (silo’d, no communication/ collaboration) vs. new model (cross-agency/ cross vendor collaboration and communication, all working towards singular and consistent brand experience)
  • Petra mentioned this was not as applicable to Cisco; the idea is to touch on our findings in the research report around this.
  • Attribution models taking from IBM whitepaper
  • Since the influence piece is obviously important to POE and to Cisco in particular, I brought in Brian’s DCJ graphic. The point here being that POE media must comprise that “virtual cycle” of brand ubiquity throughout the customer journey.

The Converged Media Imperative - DMA/IBM Webinar The Converged Media Imperative - DMA/IBM Webinar Presentation Transcript

  • 1 The Converged Media Imperative: Combining Paid, Owned & Earned MediaSeptember 12, 2012IBM / DMA WebinarRebecca Lieb @lieblinkDigital Advertising & Media Analyst
  • 2 As consumption habits shift, brands require media ubiquity The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day© 2012 Altimeter Group
  • 3 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2012 Altimeter Group
  • 4 Tesco customers scan and purchase goods in virtual subway supermarkets Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%. This was deployed in Seoul.© 2012 Altimeter Group
  • 5 Tesco grew to #1 grocery retailer online and a close 2nd offline by adapting to dynamic customers‟ needs Solution: Bring the store to the customer via interactive displays during commutes.© 2012 Altimeter Group
  • 6 Digital Paid, Owned, and Earned media Display, banner ads corporate website Sponsored posts, ads microsites PPC ads corporate blog Pay per post blogging© 2012 Altimeter Group
  • 7 Visualizing Paid, Owned, and Earned Paid Owned Earned  Requires media buy  Owned or controlled,  User-generated or does not require media media content buy surrounding brand© 2012 Altimeter Group
  • 8 Investment in Earned & Owned increases in 2012 Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
  • 9 A closer look into each media type Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
  • 10 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© 2012 Altimeter Group
  • 11 Creating branded ‘surround sound’: how media types influence and enable each other OWNED PAID Instructs where to amplify EARNED Drives volume© 2012 Altimeter Group
  • Question: Which media type are Facebook and Twitter?© 2012 Altimeter Group
  • 13 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© 2012 Altimeter Group
  • 14 What does this look like on Twitter? Owned Paid Earned© 2012 Altimeter Group
  • 15 What does this look like on Facebook? Paid Owned Earned© 2012 Altimeter Group
  • 16 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.© 2012 Altimeter Group
  • 17 How Successful Brands Deploy Converged Media© 2012 Altimeter Group
  • 18 Glidden Paint builds confidence by building experiences that resonate pre-purchase Overwhelmed by color choices and afraid of making a wrong decision, sometimes shoppers give up. Glidden facilitates decision-making by providing trusted voices, validating ideas, leading towards the brand in the process.© 2012 Altimeter Group
  • 19 Glidden launches branded microsite, MyColortopia as the hub for advice, blog, tools Glidden invests heavily in “approachable” bloggers to be the voice of the experience– the consideration/ “inspiration” phase– not necessarily the brand. Content and tools aid in this process: • „Ask the Colortopia Team‟ Q&A forum • Blog • Influencers as publishing partners and promoters • Color selection/ room visualization tool • Personalized “My Project” folder© 2012 Altimeter Group
  • 20 Glidden employs a wide palette of channels, converging media for a streamlined brand experience© 2012 Altimeter Group
  • 21 Results apparent after just 6 months  Based on campaign insights and focus groups, Glidden introduces Before & After feature mid- campaign– helping inspire shoppers based on others‟ success stories  Engagement skyrockets: • 500m digital exposures; 800k offline exposures • 2k comments across properties • 100k+ tool interactions • 100m+ minutes spent interacting with content • Shoppers 70% more likely to consider Glidden for future projects© 2012 Altimeter Group
  • 22 P&G tells stories of Olympian… Moms? P&G launched a globally resonant campaign to support 150 athletes and their mothers across 34 brands. In just a few months, multiple video ads received +5M views. Thank You, Mom Facebook page has +750,000 likes in U.S. alone.© 2012 Altimeter Group
  • 23 P&G ties in product imagery with brand message and campaign story© 2012 Altimeter Group
  • 24 Brisk Tea combines old-school branding success with new-age tactics To promote new packaging, Brisk piggybacked on the release of Star Wars: Episode I - The Phantom Menace. They partnered to create a TV spot reviving Brisk‟s mid-90s clay-animated ads, applying it to the likes of Yoda and Darth Maul. Brisk integrates online and offline throughout the campaign.© 2012 Altimeter Group
  • 25 Brisk ties TV commercial in with co-branded “Brisksaber” app Brisksaber allows fans to unlock new characters and objects based on codes found on Brisk Iced Tea bottles. Scores can be posted on Facebook and Twitter. High scorers make the leaderboard on© 2012 Altimeter Group
  • 26 Star Wars push only part of Brisk‟s integrated “That‟s Brisk, Baby” content strategy PepsiCo’s largest multimedia advertising campaign yields results: • Facebook following jumped from 10k to 950,000 in ~18 months, 82% of whom are in their 20s or 30s • In-store sales up 12%* • Total sales more than double in 2 years • Over 500,000 app downloads© 2012 Altimeter Group
  • 27 ClearChannel integrates online and offline channels to „make the audience the media‟ Converging media through digital billboards, gesture recognition, and social media interaction, ClearChannel combines offline media with online to drive attention, engagement, (advertiser interest), and a summer-long sweepstakes.© 2012 Altimeter Group
  • 28 National Car Rental listens to each campaign to instruct the next National invests in more campaigns tapping Learning: Fans share qualitative into both storytelling and fans‟ competitive information about their travel habits in drive; sees 30% growth in Facebook exchange for travel perks. Rapid entries in fanbase, thousands of new FB and Twitter short timeframe reveal unforeseen fan followers. Both below-target cost-per fan/ competitiveness. per engagement metrics, millions of impressions via earned PR placement.© 2012 Altimeter Group
  • 29 The New York Giants bring social events to owned venues, generating earned buzz NY Giants were the first pro sports team to integrate live tweets into offline events (stadium, TV) and online (poll, Q&A, e-commerce tie-in). Tying in social content and voting with real-time events generated an increase in e-commerce sales, a 127% increase in Twitter followers, and huge brand amplification and awareness for related campaigns.© 2012 Altimeter Group
  • 30 Canon leverages owned microsite to drive tremendous earned response Canon leveraged owned platform (Imagin8tion) for a contest in which winners‟ photos (earned) inspire a Ron Howard short film. • 1.7 million YouTube channel views • 138,000 photo submissions • 21,000 votes cast • 23,000 posts • 192 press mentions, 415 blog mentions • 40% increase in positive sentiment© 2012 Altimeter Group
  • 31 ScottTrade hosts owned community platform to drive earned ScottTrade utilizes multiple approaches to drive earned on their own platform: • Influencer advice • Featured blogs • Polling, community voting • Featured members • Community interaction features • Customizable experience© 2012 Altimeter Group
  • 32 Marketo shows B2B can drive earned And still be effective on owned (Facebook) While Marketo advertises with Facebook ads, they keep it fun, interactive, and in line with the brand message (rock-and-roll theme). Customers interact with brand directly on Facebook where they can expect an immediate response.© 2012 Altimeter Group
  • 33 Peets uses paid ads on mobile promoting earned media to snag new customers The converged experience for customers: Airport retailers purchase location-aware advertising on GateGuru to drive users into stores.© 2012 Altimeter Group
  • 34 SAP integrates paid and owned media types to strategically push SMB offering Paid© 2012 Altimeter Group
  • 35 SAP monitors and compares all content performance across channels and optimizes Earned Facebook Top 10 Assets StumbleUpon Campaign Performance (clicks) 6.000% 0.000% 11% 5.000% -0.500% 3% 27% 4.000% 4% -1.000% 3.000% 4% -1.500% 2.000% 5% 1.000% -2.000% 6% 14% 0.000% -2.500% 7% 9% 10% Share Ratio Net Adopter Smarter SME Software (Precise) (Owned) (Branded) Hot Salsa, Hot Sales (Precise) (Owned) (Unbranded) Improve Your Cash Flow (Precise) (Earned) (Branded) Small Business Success (Precise) (Owned) (Unbranded) Cross-channel monitoring reveals which ads Drive Business Growth! (Precise) (Owned) (Unbranded) perform well with whom and where. Leveraging Run Your SMB Better (Precise) (Owned) (Branded) Whats Right For You? (Precise) (SAP) (Owned) this data across platforms, SAP has seen +55 Drive Business Growth! (Precise) (Case) (Owned) (Branded) million impressions since late last year when Need to Boost Cash Flow? (Precise) (Earned) (Branded) SMB iPhone Apps (Precise) (Owned) (Unbranded) the campaign launched. Other© 2012 Altimeter Group
  • 36 The Role of Data & The Digital Exhaust Trail© 2012 Altimeter Group
  • 37© 2012 Altimeter Group
  • 38 Nearly half of digital marketers use no form of attribution Lacking (or basic) tracking methods: a testament to challenges marketers face in leveraging big data.© 2012 Altimeter Group
  • 39 Attribution analysis remains a challenge  Incomplete or Missing Data • Disparate devices, channels, platforms leave „blind spots‟ when analyzing attribution  Complex Technology & Talent Requirements • Massive data sets require big data platforms as well as a specific level of talent/ skill to unlock full potential  Defining What Success Means • What defines success varies drastically by campaign; every attribution model must be unique to that campaign© 2012 Altimeter Group
  • 40 Most marketers conducting attribution analysis employ first/last event approach© 2012 Altimeter Group
  • 41 Using analytics to accurately reflect the dynamic customer journey Traditional Attribution Dynamic Attribution Model Model© 2012 Altimeter Group
  • 42 Marketers feel a growing necessity to manage large amounts of data from multiple media streams Objectives Challenges Identify high potential audiences and  Numerous „permutations‟ of the accurately target them customer journey Enable the right message at the right time via the right content targeting  Myriad of devices Maximize ad inventory by identifying high-  Diverse social events value audiences across publisher properties  Geo-targeting Optimize ad media purchase and  Behavioral targeting understand the value of channels higher up in the funnel  Structured vs. unstructured data© 2012 Altimeter Group
  • 43 Create marketing effectiveness by capitalizing on big data Audience Optimization Opportunities  Implement rules-driven integration of Content disparate data Optimization  Improve operating infrastructures  Create a network of data-centric Yield technology and partners Optimization  Define marketing data governance Channel Optimization© 2012 Altimeter Group
  • 44 Big Data = Big Opportunity  Goal: Deliver the right message to the right person at the right time for the right price in the right channel© 2012 Altimeter Group
  • Converged Media Success Criteria© 2012 Altimeter Group
  • 46 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© 2012 Altimeter Group
  • 47 Altimeter identifies 11 criteria to successful converged media deployment© 2012 Altimeter Group
  • 48 Strategy: Understand Converged Media Brand marketers must first possess an understanding of the changing forces of converged media: • Emerging practices • Content types • Technologies • Channels • News, media, current events • Behavioral trends • Other trends specific to audience© 2012 Altimeter Group
  • 49 The value of each media type depends on the business Q: Which category has the biggest impact on your business in terms of generating sales, new customers, and revenue from marketing-related efforts?  Owned media such as your Biggest impact on business by website or blog category  Paid media such as search engines, banner ads or other advertising Paid Owned  Earned media such as reviews, online forums, other sources for 32% 36% peer advice Earned 32% Source: Zuberance Paid, Owned, Earned Media Study, April 2011© 2012 Altimeter Group
  • 50 Strategy: Plan a Stable Foundation Two legs (or media channels) may hold up the converged media strategy, but stability and balance is achieved when design incorporates all three. • Deploy all three media type in harmony, integrating each to instruct the next • The insights that come with analyzing earned instruct where to amplify using paid and where to innovate in 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.© 2012 Altimeter Group
  • 51 Organization: Ability to Achieve Earned at Scale Earned is the most difficult medium to achieve, particularly at a significant scale. Essential both to build and nurture earned media is: • Content strategy, consistent brand messaging • Listening & measurement tools • Publishing tools • Inter-agency/ vendor communication • A fundamentally agile approach • An ongoing effort© 2012 Altimeter Group
  • 52 Organization: Align Teams & Departments Brands MUST overcome the cultural silos that exist internal to the organization, aligning in a number of historically autonomous areas: • Ownership/ governance • Communication • Collaboration/ creative design • Campaign goals • Budget© 2012 Altimeter Group
  • 53 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.”© 2012 Altimeter Group
  • 54 Organization: Align Agencies & Vendors Each will have individual areas of specialization and expertise, yet full- picture visibility is essential for all partner companies. Brands must play moderator and facilitate: • Communication • Collaboration/ creative design • Campaign goals, KPIs • Performance incentives© 2012 Altimeter Group
  • 55 Production: Aligned Content / Creative Across Channels Design, voice, message, branding, and other creative elements must be consistent: • Agreement/ alignment across stakeholders from day one • Across all channels and touchpoints • Singular brand message, no matter the media • Natural extension of organizational and partner alignment© 2012 Altimeter Group
  • 56 Production: Real-time Capabilities To be effective in converged media is to be agile. Brands must enable: • Proper labor resources • Proper tools • Stakeholder buy-in • Communication channels between stakeholders • Content marketing strategy • Empower to act, particularly in Earned media© 2012 Altimeter Group
  • Real-time marketing turbo-charges other efforts Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.!/insights/real-time-marketing-research/© 2012 Altimeter Group
  • 58 Production: Channel Flexible The empowered and dynamic customer has choices in how they consume; brands must extend presence across: • Multiple channels, platforms • Multiple touchpoints • Not JUST mainstream channels, instead following their customers • Demographic-specific hang-outs© 2012 Altimeter Group
  • 59 Production: Influencer Relations In the digital age, brands cannot ignore influencers, as they can amplify the message (positive or negative) across all media types: • Touting or shaming product/ service in unprompted Earned setting • Acting as the voice of a Paid campaign • Offering guidance or advice on Owned platforms • Influencers are key to helping build Earned at scale© 2012 Altimeter Group
  • 60 Influencers vs. Advocates Influencer Advocate Definition An influencer is someone who An advocate is someone who actively shares their opinions, proactively defends, promotes and passions and expertise through participates in the public their (large) personal and conversation for a particular brand, professional networks. product, service or cause. Function Brand Amplifiers and Brand Defenders Accelerators Example Celebrities, analysts, bloggers Loyal customers© 2012 Altimeter Group
  • 61 Analysis: Social Listening / Analysis of Crowd Social listening, monitoring and measurement are key for substantiating agility. Brands must: • Have systems and process in place to listen, measure, respond • Let conversation instruct creative design, strategy • Use insights to be proactive • Allow insights to facilitate personalization/ resonance© 2012 Altimeter Group
  • 62 Analysis: System for Identifying & Measuring KPIs Metrics are the foundation from which investment potential is established, understood, optimized, and realized: • The system for identifying KPIs must instruct the ongoing measurement itself • Metrics should be established at the outset… but can evolve • Metrics may shift based on segment, platform, campaign assets, goals, even cultural events, etc.© 2012 Altimeter Group
  • 63 Putting the Pieces Together© 2012 Altimeter Group
  • 64 The Dynamic Customer Journey requires an integrated approach But it doesn’t end with the purchase…© 2012 Altimeter Group
  • 65 Execution Workflow: Experiment tactically, amplify intelligently, measuring and iterating throughout© 2012 Altimeter Group
  • 66 We asked brands, agencies and vendors to rate the maturity of the Converged Media space….© 2012 Altimeter Group
  • 67 While varied, the perception is clear 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.© 2012 Altimeter Group
  • 68 But while brand report the highest rating, they lag in effectively deploying the converged media experience PR/ Communi cations Social Creative Brand Customer Digital Service • Mindset, access to resources vary by department • Departmental silos hinder converged deployment • Disparate toolsets further divide teams & initiatives© 2012 Altimeter Group
  • 69 Brands must incentivize agencies (digital, social, PR, creative, etc.) and vendors work together Vendor Agency Agency Vendor Brand Brands cannot deploy converged media alone. They must coordinate agency and vendor partners. Our research found that stakeholders are often resistant to cross-collaboration.© 2012 Altimeter Group
  • 70 For software vendors, acquisition and integration hinders converged deployment As media types flow together to converge, building software from the ground up is too costly and time consuming. Thus , vendors are forced to move outside of familiar territory to expand into new functions– or will be gobbled up by large software companies creating digital marketing suites.© 2012 Altimeter Group
  • 71 The Dynamic Customer Journey requires an integrated approach Traditional Attribution Model Dynamic Attribution Model But it doesn’t end with the purchase…© 2012 Altimeter Group
  • 72 From funnel to cycle… Paid, owned and earned media are central to the influence loop, both for brands and their customers© 2012 Altimeter Group
  • 73 Summary  Converged media is a growing reality  Paid, owned, earned integration makes marketing more effective  Processes and best practices are emerging  Redefining roles, hierarchies and organization is essential  Convergence is primarily digital now, but it‟s bleeding into offline channels© 2012 Altimeter Group
  • THANK YOU Rebecca Lieb Twitter: lieblink 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.© 2012 Altimeter Group