IAA Digital Download 2012 - Nick Burcher

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I was asked to give a short presentation at the IAA Digital Download 2012. …

I was asked to give a short presentation at the IAA Digital Download 2012.

The topic was content in the context of Paid Owned Earned - these are my slides.

More in: Business , Technology
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Transcript

  • 1. IAA Digital Download The role of content in Paid Owned Earned Nick Burcher Global Head of Social Media and Digital Innovation ZenithOptimedia 27th April 20121
  • 2. 2 types of audience now – Passive and Active ...using a multitude of platforms and devices
  • 3. We now live in a world of Paid Owned Earned Everything is linked and each element drives another3
  • 4. But we need to split out Paid Owned Earned into „Always On‟ and„Campaign‟ – and understand that they both help each other4
  • 5. The POE Love Story
  • 6. Content fulfils searches...
  • 7. And acts as “Facebook Fuel”...7
  • 8. Guardian data highlights this duel approach http://www.guardian.co.uk/technology/2012/mar/26/news-providers-facebook Guardian FB app driving as much traffic as Google!
  • 9. So why would they care and why would they share? Search for “NY Times Psychology of sharing”
  • 10. Content can be simple...
  • 11. Content can be personal...& make it easy to share
  • 12. Content can be big...H&M Super Bowl campaign (a Zenith / Big Fuel collaboration)12
  • 13. Content...  Extends Paid Media campaigns  Sustains relationships and charges up Owned Media hubs  Drives Earned Media and advocacy13
  • 14. Thank you @zenithoptimedia @nickburcher nick.burcher AT zenithoptimedia.com On sale now!14