EXECUTIVE MASTER IN MARKETING & ADVERTISING
Everything is media !
Paid, Owned, and Earned Media:
Marketing “Silo Breaker”
...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
5000
2 |
With so many choices, consumers are
empowered to take the most efficient
journey.
Dynamic Customer Journey
3
Owned: Everything is Media !
P
$420 M
Among top 100
$200 on TV
$33 million outdoor
O
$5,000 in gross sales-per-square-foot
best all other U.S. chains
i...
EXECUTIVE MASTER IN MARKETING & ADVERTISING8 |
Agenda
Concept & Definition – Bluring Boundaries
How Much ? (Havas Media) P...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Paid.Owned.Earned
Concept & Definition
EXECUTIVE MASTER IN MARKETING &
ADVERTI...
POP QUIZ:
Which media type are
Facebook and Twitter?
© 2013 Altimeter Group
What does this look like on Facebook?
12
Owned
Paid
Earned
What does this look like on Twitter?
13
Owned
Paid
Earned
In advertising we trust.
So, forget paid media?
? % ? % ? %
Source : POE Research 2012 by Havas Media
 Control
 Expensive
 Wide audience
(reach!...
Brands that do not integrate paid, owned and
earned media types are at a disadvantage
16
 Fragmented messaging, inconsist...
Creating branded „surround sound‟: how
media types influence and enable each other
17
PAID
OWNED
EARNED
Drives volume
Inst...
Le bon élève POE
O
Le 1er media : les points de vente
O
Création de Owned innovant
O
…qui s’attache à rendre la vie plus facile...
O
Et tout l’attirail digital
Un Paid qui crée lui aussi l’évènement
P
…de manière quasi systématique…
P
Des fans qui ne se contentent pas d’une
page Facebook
E
Mais IKEA c’est aussi ça...
E
Une cinquantaine de
FanPage concernant
les petits crayons
...et ça...
E
Une trentaine de
FanPage concernant
les boulettes de
viande
...ou encore ça
E
Une trentaine de
FanPage concernant
les hot-dog
55% 40% 5%
Carrefour 57% 40% 3%
Leclerc 61% 37% 2%
Auchan 63% 31% 6%
Intermarché 64% 33% 4%
Decathlon 47% 46% 6%
Leroy Mer...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
POE – How Much ?
Havas Media POE 2013 Study
EXECUTIVE MASTER IN MARKETING &
AD...
31
THE
st
MEASUREMENT of
GLOBAL MEDIA PERFORMANCE
THE MEASUREMENT
of
st
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA...
32
HAVAS MEDIA Methodology 2013
Online field
Conducted by
ANT Research
in February
3 111
INTERVIEWS
15+
33
GLOBAL MEDIA PERFORMANCE
« pls indicate the frequency at which you see, read or
hear something about the following bran...
34
P O E
POE « You are exposed to this brand through
the following » :
Advertising in media (TV,
Internet, Radio, outdoor,...
35
MEDIA PERFORMANCE
Ranking based on perceived exposure score on 15-64
36
MEDIA PERFORMANCE
Ranking based on perceived exposure score on 15-64
6 7 8 9 10
37
MEDIA PERFORMANCE
15- 34
Ranking based on perceived exposure score on 15-34
6 7 8 9 10
38
MEDIA PERFORMANCE
15-34 vs. 15+
Ranking based on perceived exposure score
39
P
O
E
55% 22% 23%
PAID MEDIA
STILL WIN THE RACE
2013
2012 59% 19% 22%
2011 average of 100 brands 2012 average of 114 br...
40
PAID MEDIAP
55% of PAID MEDIA‟S impact comes from
ADVERTISING
27% from DIRECT MARKETING
While 18% comes from SPONSORSHI...
41
OWNED MEDIAO
38% of OWNED MEDIA‟S impact comes
from the INTERNET SITES of the various
brands
23% from CATALOGUE OR
MAGA...
42
EARNED MEDIAE
36% of EARNED MEDIA‟S IMPACT comes
from OPINIONS of FRIENDS AND
FAMILY
23% from OPINIONS of SURFERS
(blog...
43
55% 22% 23%
Google 28% 40% 32%
Microsoft 32% 41% 27%
Facebook 28% 37% 36%
Coca-Cola 73% 5% 21%
Nokia 35% 41% 23%
Nivea ...
44
POE SECTORS
52% 25% 23%
SUPERMARKETS 39% 44% 17%
RETAIL 38% 41% 20%
TECHNOLOGY 32% 41% 27%
TELECOM 39% 40% 21%
TRANSPOR...
45
AUTOMOTIVE P O E
38% 37% 24%
Volkswagen 39% 37% 24%
Audi 37% 40% 23%
Mercedes 40% 34% 26%
Citroen 36% 39% 25%
BMW 38% 3...
46
AUTOMOTIVE - bis P O E
38% 37% 24%
Toyota 39% 35% 25%
Fiat 41% 36% 22%
Mini 38% 39% 23%
Skoda 39% 37% 23%
Nissan 34% 40...
47
AUTOMOTIVE
Paid vs. Investments - National P
48
AUTOMOTIVE
Owned vs. Unique Visitors O
49
AUTOMOTIVE
Earned vs. Social Monitoring E
EXECUTIVE MASTER IN MARKETING & ADVERTISING
POE – How ?
POE Media Working Together – Convergence
Case: Abercrombie & Fitch...
POE Communication: Convergence!
Converged Media Example: Earned + Paid
52
Bazaarvoice deploys paid advertisements
with user ratings and reviews. Microsoft...
Abercrombie & Fitch
• Owned media drives earned media
Abercrombie & Fitch
Abercrombie & Fitch
• Dedicated # on Instagram
Abercrombie & Fitch
• Search « Abercrombie Model » in Pinterest
Abercrombie & Fitch
• Dedicated tweets
Abercrombie & Fitch
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Bienvenue
dans un nouveau modèle d’impact
18 Octobre2012 – Havas Media – Plann...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un impact Earned record
pendant l’événement...
• 8 millions d’internautesconne...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
...avant et après l’événement
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un Earned attribué à Red Bull
dans le volume de requêtes
Requêtes record pour ...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
L’événement booste Red Bull
face à ses concurrents...
Requêtes record pour Red...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
...aussi énormes soient-ils
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un Earned qui inspire les marques...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
...et les internautes
Des fans de Lego réinterpètent le saut en stop motion
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Comment Red Bull
en est arrivée là ?
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Les sports extrêmes,
l’ADN Owned Media de Red Bull
• Red Bull dépenserait 30% ...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Felix Baumgartner,
le meilleur VRP du monde
•Un partenariat juste (vs la marqu...
EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un impact qui permet
d’entretenir le Earned...
• Un documentaire de 90 minutes...
Consumer Journey – From Funnel …
Consumer Journey - … to Cycle
EXECUTIVE MASTER IN MARKETING & ADVERTISING
72 |
POE & Influence
EXECUTIVE MASTER IN MARKETING & ADVERTISING
73 |
Post-Purchase: Twelp Force
What is ZMOT?
75
The Zero Moment of Truth
refers to all the research
consumers do online before
making a purchase.
The int...
The Traditional Mental Model of Marketing
(B2C)
76
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store...
The New Mental Model of Marketing
77
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-ho...
EXECUTIVE MASTER IN MARKETING &
ZMOT Variables -> Owned & Earned !
79
Showrooming:
Check Out Physical / Bought Online
80
The Burberry Experience
“Most fashion brands still approach
digital as a series of pet projects
rather than presenting a coherent
multi-platform s...
“A brand is not just about product, it‟s about
experience as well, and experiences need to
come from the center of a commu...
%
Of Burberry marketing spend is on Digital
• Experience - Look beyond the product to
create content
•Renewal and Relevance
•Collaboration
•Design
•Commerce
•Usabilit...
Renewal – New content to be
created at a consistent frequency
and standard. How often will you
distribute and will it be
d...
•Like minded curators
•With Large/Highly interactive
audiences
•Some leverage to be creative
The Art Of Collaboration
There are two
great functions on
Burberrys home
store; a click to
call, or chat. This
action creates a
personal assistant
...
Content Calendar
X45
Tweets
x10 original photos on
Instagram
YouTube - x6 videos a
month: beauty how
to, 2 acoustic, 2 cur...
Customer Experience
9090
EXECUTIVE MASTER IN MARKETING & ADVERTISING
POE – Marketeer Challenge
Silo Breaker – Data Collect
91 |
Silo Breaker
Website
Facebook
Page
Paid
Search
Online
Display
Sponsorship
Social
Engagement
Owned Paid
Earned
Twitter
Acco...
And who manages them now?
Website
Facebook
Page
Paid
Search
Online
Display
Sponsorship
Social
Engagement
Owned Paid
Earned...
And who manages them now?
Website
Facebook
Page
Paid
Search
Online
Display
Sponsorship
Social
Engagement
Owned Paid
Earned...
And who manages them now?
Website
Facebook
Page
Paid
Search
Online
Display
Sponsorship
Social
Engagement
Owned Paid
Earned...
Execution Workflow: Coordinating Paid,
Owned, and Earned as one orchestration
97© 2013 Altimeter Group
Periodic Strategic & Analysis Reporting
98
 Investigate what‟s happening in
Paid, Owned, Earned channels
 What instructs...
Content Strategy
99
 What message represents, reflects,
speaks for the brand?
 Understand how content strategy
varies:
•...
Publication Across Channels
100
 To execute across channels, brand must define:
• Governance, engagement plan(s), communi...
Engagement
101
 Teams must identify hot paths and
hot conversations where content is
resonating
 Trigger further discuss...
Amplification
102
 Leverage converging media
• Use Paid to amplify Earned and Owned
• And Earned to amplify owned and pai...
Restructuring
103
 Messaging must evolve and change in real-time to meet the
needs and changes of the market
 Leverage e...
 Conduct in real-time to allow for
rapid iteration
 Communicate progress to
company via simple reporting
• Daily wrap-up...
• Paid
– Bilans – All Medias + Social Ads
• Sum of brut contacts / Medias
– Direct Mail (On/Off) figures
• Owned
– Web Ana...
And then the cycle repeats…
106© 2013 Altimeter Group
EXECUTIVE MASTER IN MARKETING & ADVERTISING
POE – Conclusions
What’s Next ?
Action points !
EXECUTIVE MASTER IN MARKETING ...
108
Sold Media: Amazon.com Example
109
Hijacked Media Examples (Nestlé)
110
3 Minutes. 3 Months. 3 Years.
Thank You!
+ 32 / 496 26 06 88
hugues.rey@havasmedia.com
www.huguesrey.com
Twitter / Foursquare: huguesrey
SlideShare: Yug...
Executive Master Marketing & Advertising - Paid Owned Earned - Hugues Rey - April 2014
Executive Master Marketing & Advertising - Paid Owned Earned - Hugues Rey - April 2014
Executive Master Marketing & Advertising - Paid Owned Earned - Hugues Rey - April 2014
Executive Master Marketing & Advertising - Paid Owned Earned - Hugues Rey - April 2014
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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.
  • Bienvenue au cœur du business model d’Apple, qui via la multiplication des points de contacts, iPod, iPhone, iPad…et demain Apple TV a multiplié les points de vente.En 2001, Apple lançait l’iPod, nouveau point de contact pour la marque et un nouveau terrain de jeu s’ouvrait pour Apple : la musique. En 2003, naturellement Apple devient un point de vente online via iTunes. (plus de 60% des ventes de musique en ligne en France, plus de 15 % du marché total) Apple ne vend plus seulement des terminaux mais de la musique. Le 19 mai 2001 à Tyson’s Corner en Virginie, Apple se matérialisait en point de vente off line… depuis 354 autres Apple Stores ont ouvert dans le monde, aujourd’hui Apple, c’est 5 000 $ de CA/ m2, record toutes chaines confondues aux USA.Le 11 juillet 2008 ouvrait l’App Store, nouveau point de vente online, le 6 juin 2011 : 425 000 applications sont disponibles, dont 90 000 pour l'iPad et 100 000 jeux, 14 milliards d'applications téléchargées en 3 ans, 300$m de CA.A terme, les revenus issus de la distribution de logiciels tiers pourraient devenir aussi importants que la vente des appareils.  Point de contact, point de vente, Apple n’est pas seul dans cette nouvelle course à l’audience, nouveau Graal du moment où il est de plus en plus cher d’acheter l’attention du public.
  • Keynote – le aerned ultime: PR et Buzz
  • Owned: ookverkooppunten
  • http://jess3.com/facebook-vs-twitter/
  • Wezittenallemaal in advertising, dus vertrouwenwetoch in paid?
  • There is more than trust….http://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/ But can paid be given up completely? For most brands, that strategy isn’t really feasible given both the broad reach and historical success associated with paid media.how paid, owned and earned can work together to improve trust and deliver better results
  • 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
  • how paid, owned and earned can work together to improve trust and deliver better results
  • Gestardbegin 20e eeuw om camping en safarikleren te makenvoor Roosevelt en Ernest Hemmingway/1992 overgenomendoor Mike Jeffries, nu 68 jaar oud.DuidelijkepositioneringDoelgroepteensVisueelzeerconsequent ->seenextslideals je Abercrombie & Fitchtijpt in Google Images
  • Geengroteverassing dus datze dus gigantischveel fans hebben op de FB pagina.
  • The first and second moments of truth were a revelation when marketers first discovered them. It helped them focus their messaging and drove them to market more effectively by tying together messaging at the each intersection of the customer experience.
  • Electronics, Shoes, and Apparel lead the way in showroomingWhat is Showrooming? Showrooming is when a customer visits a brick and mortar retail location to touch and feel a product and then goes online to buy the product at a lower price.
  • How you can apply Burberry’s principles to your brandSuggested steps:Develop always-on engagement plans emanating from the brand IBCEncourage design simplicity for intuitive user interactionCreate relevant content in the form of Collaboration and Experimentation – with a consistent feel and lookMake the target audience feel important
  • 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.
  • Executive Master Marketing & Advertising - Paid Owned Earned - Hugues Rey - April 2014

    1. 1. EXECUTIVE MASTER IN MARKETING & ADVERTISING Everything is media ! Paid, Owned, and Earned Media: Marketing “Silo Breaker” Hugues L. Rey - April 2014
    2. 2. EXECUTIVE MASTER IN MARKETING & ADVERTISING 5000 2 |
    3. 3. With so many choices, consumers are empowered to take the most efficient journey. Dynamic Customer Journey 3
    4. 4. Owned: Everything is Media !
    5. 5. P $420 M Among top 100 $200 on TV $33 million outdoor O $5,000 in gross sales-per-square-foot best all other U.S. chains iTunes 200 M accounts E 1,6 M fans only
    6. 6. EXECUTIVE MASTER IN MARKETING & ADVERTISING8 | Agenda Concept & Definition – Bluring Boundaries How Much ? (Havas Media) POE Study 2013 How ? From Funnel to Cycle – ZMOT Case: Twelp Force POE Media Working Together  Convergence Case: A&F + Red Bull Shopping Experience Case: Burberry Marketeer Challenges & Organization transformation POE as a Change Management Tool: The "Silo" Breaker POE & Data Conclusion
    7. 7. EXECUTIVE MASTER IN MARKETING & ADVERTISING Paid.Owned.Earned Concept & Definition EXECUTIVE MASTER IN MARKETING & ADVERTISING 9 |
    8. 8. POP QUIZ: Which media type are Facebook and Twitter? © 2013 Altimeter Group
    9. 9. What does this look like on Facebook? 12 Owned Paid Earned
    10. 10. What does this look like on Twitter? 13 Owned Paid Earned
    11. 11. In advertising we trust.
    12. 12. So, forget paid media? ? % ? % ? % Source : POE Research 2012 by Havas Media  Control  Expensive  Wide audience (reach!)  Control  Cost efficient  Often limited to customers  No control  can be negative  Cost efficient  No control, but crucial in the purchase cycle
    13. 13. Brands that do not integrate paid, owned and earned media types are at a disadvantage 16  Fragmented messaging, inconsistent branding  Redundant efforts, no communication/ collaboration  Departments competing for budget  Low customer engagement/ advocacy  Convergence begins to occur in traditional media
    14. 14. Creating branded „surround sound‟: how media types influence and enable each other 17 PAID OWNED EARNED Drives volume Instructs where to amplify
    15. 15. Le bon élève POE
    16. 16. O Le 1er media : les points de vente
    17. 17. O Création de Owned innovant
    18. 18. O …qui s’attache à rendre la vie plus facile...
    19. 19. O Et tout l’attirail digital
    20. 20. Un Paid qui crée lui aussi l’évènement P
    21. 21. …de manière quasi systématique… P
    22. 22. Des fans qui ne se contentent pas d’une page Facebook E
    23. 23. Mais IKEA c’est aussi ça... E Une cinquantaine de FanPage concernant les petits crayons
    24. 24. ...et ça... E Une trentaine de FanPage concernant les boulettes de viande
    25. 25. ...ou encore ça E Une trentaine de FanPage concernant les hot-dog
    26. 26. 55% 40% 5% Carrefour 57% 40% 3% Leclerc 61% 37% 2% Auchan 63% 31% 6% Intermarché 64% 33% 4% Decathlon 47% 46% 6% Leroy Merlin 57% 37% 5% Darty 55% 40% 5% Ikea 42% 46% 12% FNAC 32% 65% 4% La Redoute 53% 43% 4% But 66% 30% 4% Les 3 Suisses 54% 41% 5% Monoprix 43% 47% 10% Galeries Lafayette 49% 41% 10% PAID OWNED EARNEDMARQUES EXPOSITION IKEA : leader Earned de la distribution EP O
    27. 27. EXECUTIVE MASTER IN MARKETING & ADVERTISING POE – How Much ? Havas Media POE 2013 Study EXECUTIVE MASTER IN MARKETING & ADVERTISING 30 |
    28. 28. 31 THE st MEASUREMENT of GLOBAL MEDIA PERFORMANCE THE MEASUREMENT of st Public PERCEPTION of EXPOSURE TO BRANDS PAID MEDIA EARNED MEDIAOWNED MEDIA P O E EVOLUTION 2012 • 114 brands / 10 sectors • Analysis of different sectors EVOLUTION 2013 • 254 brands / 22 sectors LAUNCH OF RESEARCH in 2011 • Field in 2 waves • 100 brands / 10 sectors
    29. 29. 32 HAVAS MEDIA Methodology 2013 Online field Conducted by ANT Research in February 3 111 INTERVIEWS 15+
    30. 30. 33 GLOBAL MEDIA PERFORMANCE « pls indicate the frequency at which you see, read or hear something about the following brands » : RARELY NEVER SOMETIM ES OFTEN
    31. 31. 34 P O E POE « You are exposed to this brand through the following » : Advertising in media (TV, Internet, Radio, outdoor, print) Brochures, (e-)mailings Promotional gifts, trade fairs Sponsored events Web Site, facebook page of the brand Point of sale Catalogue or magazine of the brand Opinions of friends and family, word of mouth Opinions of surfers (blogs, forums, community networks, etc ...) Press coverage
    32. 32. 35 MEDIA PERFORMANCE Ranking based on perceived exposure score on 15-64
    33. 33. 36 MEDIA PERFORMANCE Ranking based on perceived exposure score on 15-64 6 7 8 9 10
    34. 34. 37 MEDIA PERFORMANCE 15- 34 Ranking based on perceived exposure score on 15-34 6 7 8 9 10
    35. 35. 38 MEDIA PERFORMANCE 15-34 vs. 15+ Ranking based on perceived exposure score
    36. 36. 39 P O E 55% 22% 23% PAID MEDIA STILL WIN THE RACE 2013 2012 59% 19% 22% 2011 average of 100 brands 2012 average of 114 brands 2013 average of 254 brands 2011 58% 17% 25%
    37. 37. 40 PAID MEDIAP 55% of PAID MEDIA‟S impact comes from ADVERTISING 27% from DIRECT MARKETING While 18% comes from SPONSORSHIP & EVENTS
    38. 38. 41 OWNED MEDIAO 38% of OWNED MEDIA‟S impact comes from the INTERNET SITES of the various brands 23% from CATALOGUE OR MAGAZINE of the brand While 39% comes from the POINT OF SALES
    39. 39. 42 EARNED MEDIAE 36% of EARNED MEDIA‟S IMPACT comes from OPINIONS of FRIENDS AND FAMILY 23% from OPINIONS of SURFERS (blogs, forums, community networks, etc ...) 41% from ARTICLES ET PRESS COVERAGE in the various media
    40. 40. 43 55% 22% 23% Google 28% 40% 32% Microsoft 32% 41% 27% Facebook 28% 37% 36% Coca-Cola 73% 5% 21% Nokia 35% 41% 23% Nivea 71% 7% 22% Belgacom 38% 42% 20% Côte d’Or 74% 6% 20% Spa 73% 5% 22% Oral B 77% 4% 19% BRANDS EXPOSURE PAID OWNED EARNED P O E
    41. 41. 44 POE SECTORS 52% 25% 23% SUPERMARKETS 39% 44% 17% RETAIL 38% 41% 20% TECHNOLOGY 32% 41% 27% TELECOM 39% 40% 21% TRANSPORT 39% 30% 31% TV NL 35% 38% 27% ENERGY 52% 22% 26% PRESS FR 36% 38% 26% TV FR 36% 39% 26% AUTOMOTIVE 38% 37% 24% ONLINE SALES 46% 30% 24% PUBLIC BRANDS 39% 37% 24% PRESS NL 40% 37% 23% BANKING & INSURANCES 46% 32% 22% PAID OWNED EARNE D SECTORS
    42. 42. 45 AUTOMOTIVE P O E 38% 37% 24% Volkswagen 39% 37% 24% Audi 37% 40% 23% Mercedes 40% 34% 26% Citroen 36% 39% 25% BMW 38% 37% 25% Renault 37% 37% 25% Opel 41% 36% 23% Peugeot 39% 37% 24% Ford 38% 39% 24% Volvo 37% 39% 24% BRANDS EXPOSURE PAID OWNED EARNED
    43. 43. 46 AUTOMOTIVE - bis P O E 38% 37% 24% Toyota 39% 35% 25% Fiat 41% 36% 22% Mini 38% 39% 23% Skoda 39% 37% 23% Nissan 34% 40% 26% Dacia 39% 35% 26% Seat 35% 40% 26% Kia 39% 37% 24% Hyundai 38% 33% 29% Alfa Romeo 40% 36% 24% Land Rover 37% 38% 25% Mitsubishi 40% 37% 24% Chevrolet 36% 40% 24% Lancia 35% 44% 21% BRANDS EXPOSURE PAID OWNED EARNED
    44. 44. 47 AUTOMOTIVE Paid vs. Investments - National P
    45. 45. 48 AUTOMOTIVE Owned vs. Unique Visitors O
    46. 46. 49 AUTOMOTIVE Earned vs. Social Monitoring E
    47. 47. EXECUTIVE MASTER IN MARKETING & ADVERTISING POE – How ? POE Media Working Together – Convergence Case: Abercrombie & Fitch / We are Tennis From Funnel to Cycle – ZMOT Case: Twelp Force POE & Shopping Experience Case: Burberry Owned to generates maximum of Eraned Case: Red Bull 50 |
    48. 48. POE Communication: Convergence!
    49. 49. Converged Media Example: Earned + Paid 52 Bazaarvoice deploys paid advertisements with user ratings and reviews. Microsoft advertises with transparency; shoppers click on the ads to learn more from their peers. PaidEarned
    50. 50. Abercrombie & Fitch • Owned media drives earned media
    51. 51. Abercrombie & Fitch
    52. 52. Abercrombie & Fitch • Dedicated # on Instagram
    53. 53. Abercrombie & Fitch • Search « Abercrombie Model » in Pinterest
    54. 54. Abercrombie & Fitch • Dedicated tweets
    55. 55. Abercrombie & Fitch
    56. 56. EXECUTIVE MASTER IN MARKETING & ADVERTISING Bienvenue dans un nouveau modèle d’impact 18 Octobre2012 – Havas Media – Planning Stratégique
    57. 57. EXECUTIVE MASTER IN MARKETING & ADVERTISING Un impact Earned record pendant l’événement... • 8 millions d’internautesconnectés sur le live YouTube au momentdu saut. 16 fois le précédent record, détenu par Google pendant les J.O • 2.000 tweets/secondeont circulé pendant le saut • En moins de 40 minutes, la photo du saut a été partagée 29.000 fois, likée 216.000 fois et commentée 10.000 fois sur Facebook • Diffusé en TV sur plus de 40 networks, dans 50 pays. En France, BFM TV avait l’exclusivité : 1,7m de téléspectateurs, record de la chaîne à cet horaire (6,4% de PDA)
    58. 58. EXECUTIVE MASTER IN MARKETING & ADVERTISING ...avant et après l’événement
    59. 59. EXECUTIVE MASTER IN MARKETING & ADVERTISING Un Earned attribué à Red Bull dans le volume de requêtes Requêtes record pour Red Bull Annoncedu saut Des requêtes aussi fortes sur la marque que sur l’événement Saut Le nombre 100correspond au volume de recherche maximal
    60. 60. EXECUTIVE MASTER IN MARKETING & ADVERTISING L’événement booste Red Bull face à ses concurrents... Requêtes record pour Red Bull
    61. 61. EXECUTIVE MASTER IN MARKETING & ADVERTISING ...aussi énormes soient-ils
    62. 62. EXECUTIVE MASTER IN MARKETING & ADVERTISING Un Earned qui inspire les marques...
    63. 63. EXECUTIVE MASTER IN MARKETING & ADVERTISING ...et les internautes Des fans de Lego réinterpètent le saut en stop motion
    64. 64. EXECUTIVE MASTER IN MARKETING & ADVERTISING Comment Red Bull en est arrivée là ?
    65. 65. EXECUTIVE MASTER IN MARKETING & ADVERTISING Les sports extrêmes, l’ADN Owned Media de Red Bull • Red Bull dépenserait 30% de son CA (4,25 milliards € en 2011) dans le sponsoring sportif • La marque organise 500 manifestations sportives par an dans le monde • Très souvent tournées vers les sports extrêmes : Red Bull Cliff Diving (plongeon), Red Bull Crashed Ice (course de patins à glace), Red Bull Air Race (voltige)... • Présente aussi dans les sports plus “classiques” : le football avec les équipes des Red Bulls de NYC, le Red Bull Salzbourg, la F1 avec l’écurie Red Bull • Championne du monde des constructeurs 2010 & 2011 avec des retombées médias valorisées à 148,7 millions € en 2011
    66. 66. EXECUTIVE MASTER IN MARKETING & ADVERTISING Felix Baumgartner, le meilleur VRP du monde •Un partenariat juste (vs la marque) et fort/long terme (vs projet de F.Baumgartner) qui se substitue à un investissement Paid Media • Cela fait plus de 10 ans que F.Baumgartner et Red Bull font tomber les records • Une dizaine de records du monde établis depuis 1999, toujours sponsoriséspar Red Bull • Felix a 1,3 millions de fans Facebook. Il en avait 25.000 il ya 10 jours Japon - 2007 Brésil - 2001 Angleterre- 2003
    67. 67. EXECUTIVE MASTER IN MARKETING & ADVERTISING Un impact qui permet d’entretenir le Earned... • Un documentaire de 90 minutes dédié à Red Bull Stratos est en cours de réalisationpar la BBC et National Geographic et va être diffusé d’ici un mois en TV sous licence BBC Worldwide • La marque va analyser les donnéescollectées durant l’opération • Les instrumentsqui ont permis à F.Baumgartner de réussir son saut (ballon, casque, bottes, gants, capsule) vont être brevetés “Red Bull” • En attendant, on peut acheter les produits dérivés pour entrer aussi dans l’histoire oula BO du saut sur iTunes La BO du saut sur iTunes – Le son ici
    68. 68. Consumer Journey – From Funnel …
    69. 69. Consumer Journey - … to Cycle EXECUTIVE MASTER IN MARKETING & ADVERTISING 72 |
    70. 70. POE & Influence EXECUTIVE MASTER IN MARKETING & ADVERTISING 73 |
    71. 71. Post-Purchase: Twelp Force
    72. 72. What is ZMOT? 75 The Zero Moment of Truth refers to all the research consumers do online before making a purchase. The internet has empowered people to know more about the product they’re going to buy, than the person selling it to them.
    73. 73. The Traditional Mental Model of Marketing (B2C) 76 First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience
    74. 74. The New Mental Model of Marketing 77 First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In-home At shelf In-store Experience
    75. 75. EXECUTIVE MASTER IN MARKETING &
    76. 76. ZMOT Variables -> Owned & Earned ! 79
    77. 77. Showrooming: Check Out Physical / Bought Online 80
    78. 78. The Burberry Experience
    79. 79. “Most fashion brands still approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy” - Scott Galloway, founder of L2
    80. 80. “A brand is not just about product, it‟s about experience as well, and experiences need to come from the center of a community,” 24/01/12 - Christopher Bailey
    81. 81. % Of Burberry marketing spend is on Digital
    82. 82. • Experience - Look beyond the product to create content •Renewal and Relevance •Collaboration •Design •Commerce •Usability The Digital Path To Success
    83. 83. Renewal – New content to be created at a consistent frequency and standard. How often will you distribute and will it be daily, weekly, monthly. Relevance – The content has to be relevant to the brand/product this does not mean the content has to be from the category that the product is in. Burberry Instagram – using photography uploaded on a day that it rained. Connecting with people who are in London experiencing the same weather. “32% of consumers time is spent online, including on their mobiles, yet global digital budgets are only about 17% of overall spend this year.” – Martin Sorrell, CEO WPP Renewal and Relevance
    84. 84. •Like minded curators •With Large/Highly interactive audiences •Some leverage to be creative The Art Of Collaboration
    85. 85. There are two great functions on Burberrys home store; a click to call, or chat. This action creates a personal assistant as if you was in store. Personalised customer service IPads were installed in selected stores to enhance the customer experience by being able to access the Burberry world website, allowing the consumer to find out product information to push them further down the purchase funnel. Consumers are looking beyond the label for information online when researching a product before purchasing. In fact, by some accounts, about half of all retail sales today are online or web-influenced. Digital sales up 50% in 2010 E-commerce
    86. 86. Content Calendar X45 Tweets x10 original photos on Instagram YouTube - x6 videos a month: beauty how to, 2 acoustic, 2 current campaign videos x15 Facebook - wall posts Google+ x3 videos and 7 photos of products of festive campaign and cosmetics
    87. 87. Customer Experience 9090
    88. 88. EXECUTIVE MASTER IN MARKETING & ADVERTISING POE – Marketeer Challenge Silo Breaker – Data Collect 91 |
    89. 89. Silo Breaker Website Facebook Page Paid Search Online Display Sponsorship Social Engagement Owned Paid Earned Twitter Account TV, Radio, Print WOM SEO?
    90. 90. And who manages them now? Website Facebook Page Paid Search Online Display Sponsorship Social Engagement Owned Paid Earned Twitter Account TV, Radio, Print WOM SEO? Marketing? PR & Social?
    91. 91. And who manages them now? Website Facebook Page Paid Search Online Display Sponsorship Social Engagement Owned Paid Earned Twitter Account TV, Radio, Print WOM SEO? Marketing? PR & Social?
    92. 92. And who manages them now? Website Facebook Page Paid Search Online Display Sponsorship Social Engagement Owned Paid Earned Twitter Account TV, Radio, Print WOM SEO? Marketing? PR & Social? eCommerce?
    93. 93. Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration 97© 2013 Altimeter Group
    94. 94. Periodic Strategic & Analysis Reporting 98  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
    95. 95. Content Strategy 99  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
    96. 96. Publication Across Channels 100  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 collaboration tools spanning multiple teams  Growing ecosystem of tools • CMS, Media Network Mgmt, ….
    97. 97. Engagement 101  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
    98. 98. Amplification 102  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  Tap into social graph by allowing those involved to share with their networks
    99. 99. Restructuring 103  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
    100. 100.  Conduct in real-time to allow for rapid iteration  Communicate progress to company via simple reporting • Daily wrap-ups, trend diagrams, real-time tickers 104 Measurement a baseline requirement across all phases
    101. 101. • Paid – Bilans – All Medias + Social Ads • Sum of brut contacts / Medias – Direct Mail (On/Off) figures • Owned – Web Analytics – Advertiser Website + Microsite + Mobile Site • Sum of weekly unique visitors – Traffic in Shops • Sum of Weekly unique visitors (to be estimated) – FB Fanpage / Twitter Followers • Sum of weekly unique visitors – Advertiser Magazine Distribution Figures • Floating average (3 months 60-30-10). • Earned – AuxiPress – Synthesio 105 POE – Top Down Data to be collected
    102. 102. And then the cycle repeats… 106© 2013 Altimeter Group
    103. 103. EXECUTIVE MASTER IN MARKETING & ADVERTISING POE – Conclusions What’s Next ? Action points ! EXECUTIVE MASTER IN MARKETING & ADVERTISING 107 |
    104. 104. 108
    105. 105. Sold Media: Amazon.com Example 109
    106. 106. Hijacked Media Examples (Nestlé) 110
    107. 107. 3 Minutes. 3 Months. 3 Years.
    108. 108. Thank You! + 32 / 496 26 06 88 hugues.rey@havasmedia.com www.huguesrey.com Twitter / Foursquare: huguesrey SlideShare: Yugs13

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