P.O.E.M.Paid, Owned, and Earned MediaCreate a solar system of owned media. Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Facebook fan page or Twitter account). Owned media creates brand portability. Now you can extend your brand's presence beyond your web site so that it exists in many places across the web - specifically through social media sites and unique communities. In a recession in which marketing budgets are being cut by 20%, the ability to communicate directly with consumers who want to engage with your brand through long-term relationships can be invaluable. Recognize that earned media is a result of brand behavior. "Earned media" is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing. Your paid media is not dead, but it is evolving into a catalyst. Many people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shifting away from the foundation and evolving into a catalyst that is needed at key periods to drive more engagement(e.g. Q4 holidays).
Consumers of traditional media sources such as print and TV tend to be older than online media consumers, according to results of a new 24/7 Wall St./Harris Poll conducted by Harris Interactive.Conversely, 50% of 18-to-34-year-olds tend to get almost all of their news online, compared to only 33% of those 55 and older.
Internet Dominates Young Adult Media TimeAmerican young adults spend more time online than consuming other forms of media, according to a new study from Edison Research. “Radio’s Future II: The 2010 American Youth Study” indicates that during an average day, Americans age 12-24 spend two hours and 52 minutes on the internet, making the web the media format American young adults spend the most time consuming. Television closely follows with a daily average of two hours and 47 minutes.
American young adults spend more time online than consuming other forms of media, according to [pdf] a new study from Edison Research.
Social Media connects people with other people and also with brands.
Reach / FrequencyReaching people in multiple ways. Reach over time shows a steady increase in activity.The social challenge for brandsThe web is changing. It’s no longer just a place for information seeking and shopping but a platform where connections are made, friendships formed and information and opinion exchanged.The new social web makes different demands on both consumers and advertisers. Consumers are not merely finding, they are contributing; writing, uploading pictures, videos, creating regular status updates and livestreaming their every day happenings.It’s essential for brands to understand why and where different groups of consumers participate in this new world. It’s not merely a question of identifying the best places to target – the classic media planning/buying approach – but truly knowing what motivates them to be part of it.Understand that and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively than simply buying banners and buttons in these spaces.
We are seeing a large rise in social connections via all digital means but leading the way are the socialnetworks. They have become the largest source of social interaction, finally outstripping face to facecontact in 2009. As finding friends old and new still remain the most highly participated activities it’sa trend clearly set to continue. This is community growth on an phenomenal scale (See Figure 9).
So it’s no surprise that meeting people, staying in touch and sharing experiences are key motivationsfor signing up to these platforms; acquiring a sense of belonging is another reason to be part of it.What is more surprising is how effective social networks are at meeting so many other need states,ones traditionally better serviced by more specialized platforms, like blogging. They are also great forchanging opinions, promoting yourself, keeping up to date and earning respect.It is, perhaps then, unsurprising that social networking is causing the most fundamental shift in socialbehaviour seen since the invention of email. They have moved from being places to meet friends andstay in contact to multi-faceted platforms capable of delivering a wide variety of social needs.
Data shows clear correlation between smartphone ownership, mobile internet access and engagement in social media (See Figures 18 and 19). Not only are smartphone users more likely to engage in a wider variety of platforms (see Figure 19) they do more often too. They visit their social network profile on average 3.5 times a day, 18% more often than the average social network user.
The activity is more popular with younger consumers were more apt to browse and research in-store, although older consumers had a higher year-over-year growth rate.
One of the most interesting things about the mobile social media user is not just the range andfrequency of their activity but who they are. You might be forgiven for thinking that the peopleat the forefront are just the youngest adopters but, in fact, our research shows the higher cost ofsmart phone ownership and usage means that this audience is certainly at the higher end of thesocio-economic scale. They have a broader age range, more like to be aged 25-34. They are morelikely to be male (63%), married (53%), have a medium to high income (62%), have a high level ofeducation (65% have a degree or post graduate qualification). Not only are they a wealthy consumerthey are also highly influential. They are more likely work in senior decision making positions withincompanies(25%) and are more likely to try products first (index 172) and influence others in regardto their purchases (index 157)It is clearly a significant audience and one which not only represents the future face of social mediausage but a very interesting and influential audience today.
We have found over the last three Waves of research a decline in the number of people saying that they have visited an official company website (See Figure 20). Does this mean that there isless appetite to engage with brands in their “official spaces”? Does the increasing power of peer to peer recommendation and the huge number of spaces that facilitate this recommendation, theburgeoning influence economy, mean that people no longer feel the need to engage directly with brands to find the information they want?
Well, we can certainly see a trend towards consumers engaging with brands in social media. When we look at the numbers of people who are becoming fans with brands on their social networking platform we see a huge rise in the last year (See figure 21). Clearly, just by being present in a space socially relevant to the consumer means that they are morethan willing to engage.
The other big debate in social media is identifying the value of brand community engagement and interaction. Of those people who joined a brand community, 72% said they thought more positively of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more loyal to the brand and 63% said they recommended others to join. So clearly there is an opportunity to build brand equity, drive sales, increase loyalty and create brand endorsement all of which sounds a lot like the holy grail of marketing communications. Of course, things are not so simple or easy.In order to create a social media experience that will benefit the brand in these ways we must first understand what kind of social media experience consumers want.
Facebook is a media that we can interact with consumers leading to brand loyalty. Main goal is to increase interaction and measure through total feedback (Likes+Comments). Banners - Drive awareness for our Blue Bunny Facebook pages through exposure to banners. Banners can be on Facebook and blogs.SCRM – utilize Blue Bunny iScream Team to better understand team members to provide convincing reasons for them to become a Blue Bunny Facebook fan.Total Fans – increase the total number of fans. (Total number of fans yet to be determined)Content Management – 1) continue to provide relevant and meaningful reasons for Fans to Like and/or Comment 2) fine tune the time of day to post to maximize interactionLikes/Comments – 1) determine an average per post 2) increase percent interaction (Yet TBD percent increase)Total Feedback – 1) determine total feedback by Month, week, per post 2) increase total feedback by percent (Yet TBD percent increase)Viral Loop – Increased interaction from fans will feed into the Viral Loop
1. Social MediaWhat’s the benefit to brands? 11.4.11
2. • Media Consumption• Social Media• Blue Bunny Social Media
3. Paid Media Free Media Social MediaProject message Promote message Interact directly withinto the to someone who your consumersmarketplace will communicate your message 3
4. P.O.E.M. Paid Media Owned Media Earned MediaPaid Media Controlled Channel Free MediaTelevision, Radio, Pr Buildings, Brochures, Public Relations,int, Magazines, OO Company Website, Social Media Word of Mouth, Facebook,H, Banners, SEM, In Company Social Blogs, Twitter, YouTube,-store, etc. Media pages, etc. Flicker, Forums, ect. Prospects Customers Advocates
5. Media ConsumptionNewspaper Circulationsince 1990
6. Media ConsumptionMagazine ad sales by percent change
7. Media Consumption By age demographic Age Total 18-34 35-44 45-54 55+ Visiting online news and information sites 28% 29% 34% 29% 22% Listening to the radio 19% 24% 21% 15% 13% Reading newspapers online 17% 18% 19% 17% 15% Watching cable TV news 17% 13% 17% 17% 22% Watching TV network news 14% 12% 14% 12% 17% Reading magazines in print 13% 18% 11% 9% 10% Reading newspapers in print 11% 13% 9% 10% 11% Note: Percentages may not add up to 100% due to rounding.Source: 24/7 Wall St./Harris Poll
8. Media consumption Internet dominates young adult media time 173 172 171 2:52 Hrs 170 per day 169 168 167 166 2:47 Hrs 165 per day 164 Min. on Internet Min. on TV (American ages 12-24)Source: Edison Research
9. Media Consumption Media consumption habits (American ages 12-24) (Reported change from Sept. 2010)Source: Edison Research
10. Media ConsumptionThe percentage of adults in each generation who own the following devices.
11. Social Mediais a set of online tools that• facilitate conversation• connect people• build relationships
12. Reach over time An increasingly active universe Reach
14. The challenge is tounderstand thecomplex eco-systemof social media.
15. What job do you want social media to fill?
16. The future faceof social media…
17. Social Media via mobileMobile users visit socialnetworks 18% moreoften than averagesocial network users.
18. Texting 21.6% Internet 16.7% Email 15.7% Call 7.8% Making Phone Calls GPS 6.9% Ranks 4th 5.9% Facebook Only 7.8% of users cited Apps 4.9% making phone calls as an News 2.0% indispensible feature of a Bluetooth 2.0% smartphone Calendar 1.0% Top 10 Essential Smartphone FunctionsMore than Talk: Action in Mobile Marketing May 2011, % of respondents 18 Source: Prosper Mobile Insights
19. Mobile Browsing In-store Grows 78%In-store Mobile Product Browsing2009-2010, % of US consumersSource: Oracle / ATG 60% 55% 48% 44% 41% 39% 36% 37% 27% 23% 22% 19% 18-34 35-54 55 and older Overall Nov. 2009 July 2010 Dec. 2010 More than Talk: Action in Mobile Marketing 19
20. Who are mobile users• Medium to high income (62%)• College degree or post graduate• Senior decision making position (25%)• Influencers (index 157)
21. The Socialisation of Brands
22. Percent of consumers viewing branded websites
23. Used a branded social network in the last six months
24. There is huge demand for a more socialand interactive relationships with brands.Almost half of the Active InternetUniverse has already joined a brandcommunity. These communities arealso clearly having a huge benefit tothe brands involved, driving brandloyalty, endorsement and sales.
25. So why are people joining brand communities?
26. What is the benefit to a brand? “I thought “I am more “I felt more “I recommended more likely loyal others to join” positively to buy towards theof the brand” the brand” brand”
27. Blue BunnySocial Media Efforts
28. Interactive Goals (Website, Database, Social Media)1. Increase brand loyalty through relationship building2. Increase purchase intent3. Provide relevant and meaningful content sought & discovered4. Acquisition to grow iST membership and social media connections5. Retention of iST members to decrease churn6. Increase brand visibility 1. SEO – continue search engine visibility 2. Utilize Social Media tools7. Track users behavior online and in social media
29. Social Media Tactics Elements of Social MediaListening Talking Animating Supporting Absorbing Capturing Sharing Sparking Improving the Solicitinginsights and information advocacy service target feedback with target and driving experience customer input from target customers positive and helping on product and customers WOM customers service get more improvements value
30. MLC Social Media Opportunity Diagnostic Blue Bunny Social Media Opportunity Profile908070 Blue Bunny Maturity60 Index5040 Industry Standard of3020 Top Performers10 0
31. 2011 Facebook Strategy SCRMFan Acquisition Banners Social Customer Organic Relationship Marketing Total Fans Content Management Fan Engagement Likes Comments Total Viral Loop Feedback
32. Branded Viral Loop32
33. There are four steps to identifying the rightsocial media experience for brands:1. Understand the social landscape of the category2. Identify where the consumer fits in this landscape3. Identify the social needs of the consumer in the category4. Map them to social media platforms that can best deliver them