POE EMMA Mars 2013
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Paid, owned, and earned media are blurring boundaries as everything becomes media. A 2012 study by Havas Media found that paid media still accounts for most perceived brand exposure at 59% but earned media is growing in importance at 22%. The document discusses case studies of how Ikea, Red Bull, and Abercrombie & Fitch leverage all three types of media together. It also covers how consumer journeys have evolved from a linear funnel to a continuous cycle and the importance of optimizing for the "zero moment of truth" when consumers research online before purchases.
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POE EMMA Mars 2013
- 1. Everything is media ! Paid, Owned, and Earned Media: Marketing “Silo Breaker” Hugues L. Rey - March 2013 EXECUTIVE MASTER IN MARKETING & ADVERTISING
- 4. Owned: Everything is Media !
- 5. $420 M Among top 100 P $200 on TV $33 million outdoor $5,000 in gross sales-per-square-foot O best all other U.S. chains iTunes 200 M accounts E 1,6 M fans only
- 6. Agenda Concept & Definition – Bluring Boundaries How Much ? (Havas Media) POE Study 2012 Case: Ikea / Monoprix / Red Bull How ? From Funnel to Cycle – ZMOT Case: Twelp Force POE Media Working Together Convergence Case: A&F Shopping Experience Case: Burberry - Social Shopping Marketeer Challenges POE as a Change Management Tool: The "Silo" Breaker POE & Data Conclusion 6 | EXECUTIVE MASTER IN MARKETING & ADVERTISING
- 7. Paid.Owned.Earned Concept & Definition EXECUTIVE MASTER IN MARKETING & EXECUTIVE MASTER IN MARKETING & ADVERTISING ADVERTISING 7|
- 8. What
- 9. Paid, Owned & Earned http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
- 10. In advertising we trust.
- 11. So, forget paid media? ?% ?% ?% Control Control No control can be negative Expensive Cost efficient Cost efficient Wide audience Often limited No control, but crucial (reach!) to customers in the purchase cycle Source : POE Research 2012 by Havas Media
- 12. POE – How Much ? Havas Media POE 2012 Study EXECUTIVE MASTER IN MARKETING & EXECUTIVE MASTER IN MARKETING & ADVERTISING ADVERTISING 12 |
- 13. st THE MEASUREMENT of GLOBAL MEDIA PERFORMANCE Public PERCEPTION of EXPOSURE TO BRANDS P O E PAID MEDIA OWNED MEDIA EARNED MEDIA LAUNCH OF THE EVOLUTION 2012 RESEARCH IN 2011 • 114 brands / 10 sectors • Field in 2 waves • Analysis of different sectors • 100 brands / 10 sectors
- 14. POE « You are exposed to this brand through the following » : P O E Advertising in media (TV, Web Site, facebook page of the Opinions of friends and family, Internet, Radio, outdoor, print) brand word of mouth (e-)mailings Point of sale Opinions of surfers Promotional gifts, trade fairs Catalogue or magazine (blogs, forums, community networks, etc ...) Sponsored events of the brand Press coverage
- 15. HAVAS MEDIA Methodology 2012 3 111 INTERVIEWS 15+ Online field conducted by ANT Research in February
- 16. PAID MEDIA STILL WIN THE RACE In 2012, PAID MEDIA remain the most powerful with 59% of the total, P before EARNED MEDIA with 22% O E OWNED MEDIA score at 19% 2012 59% 19% 22% 2011 58% 17% 25% 2011 average of 100 brands 2012 average of 114 brands
- 17. P PAID MEDIA 2012 18% DM 82% of PAID MEDIA’S impact comes from ADVERTISING While 18% comes from DIRECT MARKETING 82% (advertising)
- 18. O OWNED MEDIA 2012 45% of OWNED MEDIA’S impact comes from the INTERNET SITES of the various brands 45% (site) While 55% comes from the POINT OF SALES 55% (POS)
- 19. E EARNED MEDIA 2012 49% OF EARNED MEDIA’S IMPACT comes from OPINIONS 51% FROM ARTICLES ET PRESS COVERAGE in the various media 49% (WOM) 51% (PR)
- 20. MEDIA PERFORMANCE 6 7 8 9 10 Ranking based on perceived exposure score
- 21. MARQUES EXPOSITION PAID OWNED EARNED Google 39% 33% 28% Microsoft 42% 32% 26% Facebook 41% 28% 31% Nokia 49% 29% 22% Danone 75% 5% 21% Côte d’Or 72% 7% 22% Nivea 71% 7% 22% Colgate 74% 5% 20% Belgacom 52% 27% 21% La Poste/BPost 49% 30% 21% Ranking based on perceived exposure score
- 22. POE SECTORS PAID OWNED EARNED Snacks 74% 5% 21% Food 73% 5% 22% Hygiene & Beauty 73% 6% 22% Media NL 31% 44% 25% Media FR 31% 44% 26% Technology 44% 31% 25% Public Brands 48% 30% 23% Telecom 52% 27% 21% Banking & Insurance 56% 24% 20% Automotive 59% 18% 23%
- 23. PAID SECTEURS : P (vs top 5 MDB 2011: Culture/Tourism/Leisure/Sports, Retail, Food, Services, Transport, Hygiene-Beauty , Telecom) Hygiene Snacks Food Beauty
- 24. P PAID MARQUES : MARQUES EXPOSURE Belgacom Côte d’Or Danone Proximus Knorr Nutella Devos Lemmens Becel Google BNPParibasFortis (Base : volume Paid
- 25. OWNED SECTORS : O Media Technology Public Brands
- 26. O OWNED BRANDS : MARQUES EXPOSURE VRT VTM RTL RTBF Belgacom Google VT4 Proximus Nieuwsblad Microsoft (Base : volume Owned
- 27. EARNED SECTORS : E Media Technology Auto
- 28. E EARNED BRANDS : MARQUES EXPOSURE Google Belgacom VRT VTM Facebook RTBF RTL Microsoft Proximus VT4 (Base : volume Earned
- 29. E EARNED BRANDS : Excl. Media Brands MARQUES EXPOSURE Google Belgacom Facebook Microsoft Proximus Côte d’Or La Poste/BePost Danone Telenet Lotto (Base : volume Earned
- 30. Le bon élève POE
- 31. O Le 1er media : les points de vente
- 32. O Création de Owned innovant
- 33. O …qui s’attache à rendre la vie plus facile...
- 34. O Et tout l’attirail digital
- 35. P Un Paid qui crée lui aussi l’évènement
- 36. P …de manière quasi systématique…
- 37. E Des fans qui ne se contentent pas d’une page Facebook
- 38. E Mais IKEA c’est aussi ça... Une cinquantaine de FanPage concernant les petits crayons
- 39. E ...et ça... Une trentaine de FanPage concernant les boulettes de viande
- 40. E ...ou encore ça Une trentaine de FanPage concernant les hot-dog
- 41. P O E IKEA : leader Earned de la distribution MARQUES EXPOSITION PAID OWNED EARNED 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%
- 42. PAID PAID OWNED PAID MEDIA PAID 42
- 43. Bienvenue dans un nouveau modèle d’impact 18 Octobre2012 – Havas Media – Planning Stratégique
- 44. 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)
- 45. ...avant et après l’événement
- 46. Un Earned attribué à Red Bull dans le volume de requêtes Requêtes record pour Red Bull Des requêtes aussi fortes sur la marque que sur l’événement Saut Le nombre 100correspond Annoncedu saut au volume de recherche maximal
- 47. Un Earned attribué à Red Bull au niveau du buzz Près de 6 000 verbatims enregistrés
- 48. L’événement booste Red Bull face à ses concurrents... Requêtes record pour Red Bull
- 50. Un Earned au delà du digital Equipe de Base Jump Red Bull sur le plateau du Grand Journal accompagnéede P.Baudry – Canal+ - 15/10/12 le lendemain du saut
- 51. Un Earned qui inspire les marques...
- 52. ...et les internautes Des fans de Lego réinterpètent le saut en stop motion
- 53. Comment Red Bull en est arrivée là ?
- 54. 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
- 55. 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 Brésil - 2001 Angleterre- 2003 Japon - 2007
- 56. 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
- 57. Screenshot du compte Twitter Red Bull Sources : Le Figaro Challenges Kantar Sport Médiamétrie Synthesio France Google Trends France The Telegraph
- 58. POE – How (concretely) ? POE Media Working Together – Convergence Case: Abercrombie & Fitch / We are Tennis From Funnel to Cycle – ZMOT Case: Twelp Force POE & Shopping Experience Case: Burberry EXECUTIVE MASTER IN MARKETING & ADVERTISING & EXECUTIVE MASTER IN MARKETING 58 | ADVERTISING
- 60. Abercrombie & Fitch • Owned media drives earned media
- 62. Abercrombie & Fitch • Dedicated # on Instagram
- 63. Abercrombie & Fitch • Search « Abercrombie Model » in Pinterest
- 64. Abercrombie & Fitch • Dedicated tweets
- 66. Consumer Journey – From Funnel …
- 67. Consumer Journey - … to Cycle EXECUTIVE MASTER IN MARKETING & ADVERTISING 67 |
- 68. POE & Influence EXECUTIVE MASTER IN MARKETING & ADVERTISING 68 |
- 69. What is ZMOT? 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. 69
- 70. The Traditional Mental Model of Marketing (B2C) Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store 70
- 71. The New Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store 71
- 72. ZMOT Variables 72
- 73. 73
- 74. In-store Mobile Shopping Habits 74
- 75. Showrooming: Check Out Physical / Bought Online 75
- 76. 76
- 77. How to WIN at ZMOT: Optimize for ZMOT In 2011, only 21% of websites were optimized for mobile 77
- 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. “A brand is not just about product, it’s about experience as well, and experiences need to come from the center of a community,” - Christopher Bailey 24/01/12
- 81. In 2005 Burberry’s aim was to be the first fully digital brand that could connect with anyone that touches their brand. The dream could only succeed if they created an “Experience”, total access from anywhere in the world, on any device. Burberry wish you to live the experience, to get the same feel of the brand to be consistent through every channel.
- 82. % Of Burberry marketing spend is on Digital
- 83. The Digital Path To Success •Experience - Look beyond the product to create content Renewal and Relevance • Collaboration • Design • Commerce • Usability •
- 84. Renewal and Relevance 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. “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 Burberry Instagram – using photography uploaded on a day that it rained. Connecting with people who are in London experiencing the same weather.
- 85. The Art Of Collaboration • Like minded curators With Large/Highly interactive • audiences • Some leverage to be creative
- 86. E-commerce 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 Personalised customer service sales up 50% in 2010 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.
- 87. Content Calendar X45 Tweets Google+ x3 videos and 7 photos of products of festive x10 original photos on campaign and Instagram cosmetics YouTube - x6 videos a month: beauty how to, 2 acoustic, 2 current campaign videos x15 Facebook - wall posts
- 88. QU’EST-CE QUE LE SOCIAL SHOPPING ? UN BESOIN DE RETROUVER SUR LE WEB CE QUE L’INTERNAUTE FAIT DANS LA VIE RÉELLE FAIRE DU SHOPPING AVEC SES AMIS PROCHES UNE EXPÉRIENCE … QUI SE REPRODUIT EN MAGASIN … SUR LE WEB LE SHOPPING SE FAIT AVEC SES AMIS, DES LE E-COMMERCE DEVIENT SOCIAL COMMERCE PERSONNES DE CONFIANCE QUI NOUS EN INTÉGRANT LES MÉDIAS SOCIAUX AUX RECOMMANDENT PLATEFORMES D’E-COMMERCE
- 89. QU’EST-CE QUE LE SOCIAL SHOPPING ? UN BESOIN DE RETROUVER SUR LE WEB CE QUE L’INTERNAUTE FAIT DANS LA VIE RÉELLE : FAIRE DU SHOPPING AVEC DES AMIS QUI ONT LES MÊMES GOÛTS UNE EXPÉRIENCE … QUI SE REPRODUIT EN MAGASIN … SUR LE WEB FAIRE DU SHOPPING AVEC SES AMIS, MAIS AVEC DES COMMUNAUTÉS PAR AFFINITÉS ET GOÛTS DES AMIS QUI PARTAGENT NOS GOÛTS POUR DES SE CRÉENT SUR LE WEB AU TRAVERS DE CONSEILS PLUS SPÉCIFIQUES, SPÉCIALISÉS PLATEFORMES DE RECOMMANDATIONS PRODUITS.
- 90. COMMENT FONCTIONNE LE SOCIAL SHOPPING ? 2 STRATÉGIES DE SOCIAL SHOPPING AIDER LES INTERNAUTES ACHETER AIDER LES INTERNAUTES À SE LÀ OÙ ILS SE CONNECTENT CONNECTER LÀ OÙ ILS ACHÈTENT L’E-COMMERCE SUR LE SOCIAL MEDIA INTÉGRÉ LES MÉDIAS SOCIAUX DANS LES PLATEFORMES SHOPPING
- 92. POE – Marketeer Challenge Silo Breaker – Data Collect EXECUTIVE MASTER IN MARKETING & ADVERTISING 92 |
- 94. Silo Breaker Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM Earned
- 95. And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
- 96. And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
- 97. And who manages them now? Marketing? Online Website Display Owned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement eCommerce? WOM PR & Social? Earned
- 98. EXECUTIVE MASTER IN MARKETING & ADVERTISING 98 |
- 99. POE – Top Down Data to be collected • 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 99
- 100. POE – Conclusions What’s Next ? Action points ! EXECUTIVE MASTER IN MARKETING & ADVERTISING & EXECUTIVE MASTER IN MARKETING 100 | ADVERTISING
- 101. 101
- 102. Sold Media: Amazon.com Example 102
- 103. Hijacked Media Examples (Nestlé) 103
- 104. Pour les marques, sur les 3 dimensions POE : Les media, audience « real time » des marques Les sites, identité « real time » des marques Les réseaux sociaux, engagement « real time » des marques 104 104
- 105. Challenge - Brand 2012 19% 59% 22% Owned Media Paid Media Earned Media Brand Engagement Brand Attention Brand Affinity Platform Impact Conversations What the Brand Does What the Brand Says What is being said about the Brand COHERENCE Brand 2015 ? ? ? ?
- 106. 3 Minutes. 3 Months. 3 Years.
- 107. Thank You! + 32 / 496 26 06 88 hugues.rey@havasmedia.com www.huguesrey.com Twitter / Foursquare: huguesrey SlideShare: Yugs13
Editor's Notes
- 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
- 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
- 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.
- According to Pew Internet50% of US Shoppers rely on mobile phones for in-store research. 38% called a friend for buying advice25% looked up prices online for products while inside the store24% accessed product reviews
- 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.
- 84% of the shoppers said that ZMOT shapes their decisions. It’s now just as important as stimulus and FMOT in moving consumers from undecided to decided. Stimulus was 76%FMOT was 77%