1.
digital planning
mobile
and social media
18th February 2010
Thursday, 18 February 2010

2.
today’s menu
the digital media landscape
digital planning process
social media
rules of social engagement
mobile media
the opportunity
Thursday, 18 February 2010

3.
online media buying
used to be
quite simple PPC
CPC
CPM
Thursday, 18 February 2010

4.
3rd Party the landscape
Partnerships
Mobile
search and
display
CPC
is diversifying
Social
Media and
CPM CPE
(display)
SEO
will continue to
PPC CPA
Thursday, 18 February 2010

5.
digital media landscape: early 2000s
Instant Return for Advertiser
Response Branding
Longer-term Return for Advertiser
Thursday, 18 February 2010

6.
digital media landscape: now
Instant Return for Advertiser
Response Branding
Longer-term Return for Advertiser
Thursday, 18 February 2010

7.
planning process
Media &
Client Business Agency
g
n
Briefing Objectives Accept Brief
iefi
Agreed
Br
Client Agency plan Agency Agency
ing
feedback on media recommend conduct
nn
strategy / placement media Audience
Pla
approach selection strategy Research
n
io
Agency Ongoing
at
Creative
tiv
negotiate Reporting &
Trafficked
Ac
media buy Optimisation
Thursday, 18 February 2010

8.
PLANNING PROCESS: BRIEFING
Client Brief
‣ Budget
‣ Timings
‣ Product
‣ Audience
‣ Objectives
Thursday, 18 February 2010

9.
PLANNING PROCESS: BRIEFING
Objectives Agreed
‣ Business
‣ Media
Thursday, 18 February 2010

10.
PLANNING PROCESS: BRIEFING
Agency Accept Brief
‣ Agency has been able to
feedback on client’s brief
‣ Once accepted agency to turn
around response with in agreed
SLA
Thursday, 18 February 2010

11.
PLANNING PROCESS
Agency Conduct
Audience Research
‣ Planners have multiple research
tools at their disposal to
understand the size of their
audience, what media their target
consumes and what motivates
them i.e social interests and
behaviours
Example Tools: TGI (Net) & Neuroplanner
Thursday, 18 February 2010

12.
PLANNING PROCESS
Agency Recommend
Media Strategy
‣ Based on Audience insight agency
can now recommend:
• Most effective communication
channels
• Volume of media required to
achieve media objectives (R/F)
• Tactics to ensure cut-through /
guarantee ROI / increase brand
perception
Thursday, 18 February 2010

13.
PLANNING PROCESS
Agency Plan Media
Placement Selection
‣ Using further research tools
agency can identify which
publishers/placements are
frequented by target
‣ Agency to brief Publishers and
review responses
‣ Based on publisher response/
results agency to advise method
of engagement in each
placement
Example Tools: Comscore, Adrelevance, Hitwise
Thursday, 18 February 2010

14.
PLANNING PROCESS
Client Feedback on
Approach
‣ Approved?
‣ Additional insight to inform
strategy?
Thursday, 18 February 2010

15.
PLANNING PROCESS: ACTIVATION
Agency Negotiate
Media Buy
‣ Planner/Buyers to draw up
IO between publisher and
agency
‣ Added value / rate cuts
secured where possible
Thursday, 18 February 2010

16.
PLANNING PROCESS: ACTIVATION
Creative Trafficked
‣ Creative Uploaded into 3rd
Party Adserver and tags sent
over to Publishers
‣ Relevant content /assets
handed over to Publishers
‣ Tracking provided to client
‣ Keywords generated and
categorised by AdGroup
Thursday, 18 February 2010

17.
PLANNING PROCESS: ACTIVATION
Ongoing Reporting &
Optimisation
‣ Business
‣ Media
Thursday, 18 February 2010

18.
planning process
Media &
Client Business Agency
g
n
Briefing Objectives Accept Brief
iefi
Agreed
Br
Client Agency plan Agency Agency
ing
feedback on media recommend conduct
nn
strategy / placement media Audience
Pla
approach selection strategy Research
n
io
Agency Ongoing
at
Creative
tiv
negotiate Reporting &
Trafficked
Ac
media buy Optimisation
Thursday, 18 February 2010

19.
questions on planning?
Thursday, 18 February 2010

20.
social media
Thursday, 18 February 2010

21.
some BIG stats
Flickr, just 4yrs old, hosts more than 3.6 billion user images.
900,000 blog posts are created within a single 24-
hour period
if Facebook were a country
it would be the 4th most populated place in the world,
easily beating the likes of Brazil, Russia and Japan
Twitter receives over 30 million unique visitors each month
It took radio 38 years to reach 50 million listeners. Terrestrial TV
took 13 years to reach 50 million users. The internet took 4 years to
reach 50 million people...
In less than 9 months Facebook added 100 million users to the internet
Thursday, 18 February 2010

22.
the web has become more social
publisher media social media
Thursday, 18 February 2010

23.
and brands need to understand the difference
traditional media social media
brand in control audience in control
one-way/delivering a message two-way/being part of the conversation
repeating the message adapting the message
focused on the brand focused on the audience /adding value
educating influencing / involving
advertiser creates content user created content / co-creation
Thursday, 18 February 2010

24.
brands must crawl first, run later
DEVELOP
FACILITATE GENERATE
SHARING COMMUNITY
PARTICIPATE AND BUZZ
LISTEN EVANGELISM
social media rules of engagement
Thursday, 18 February 2010

25.
excellence in social media: skype
through careful social monitoring Skype realised there were
many simple technical questions being asked on the web by
(potential) Skype users
Thursday, 18 February 2010

26.
excellence in social media: skype
Skype then entered the conversation by adding value. Better
still they prioritised environments where their message could
be shared and spread
the result?
Thursday, 18 February 2010

27.
excellence in social media: skype
skype’s positive sentiment across the web improved by 22.5 %
users shared their experience in the environments Skype had
participated in
the result
Thursday, 18 February 2010

28.
questions on social media?
Thursday, 18 February 2010

29.
mobile media
Thursday, 18 February 2010

30.
handsets continue to evolve
call text/sms wap bluetooth
barcode
applications
wifi
mms GPS email
augmented reality
Thursday, 18 February 2010

31.
global smartphone penetration
Smartphones
30%
iPhone Uptake 29%
25.9% 23%
21.5%
15%
18%
8%
11.5%
8.2%
0%
3.1%
2007 2008 2009 2010 2011 2012 2013
Thursday, 18 February 2010

32.
low barriers to entry
low cost
same principals as online marketing
online assets can be easily transferred to mobile
Thursday, 18 February 2010

33.
high response levels
response levels are similar to early internet CTRs
uncluttered environments
direct call to actions
Thursday, 18 February 2010

34.
deepened engagement
personal experience
audio and video capability
social capabilities
Thursday, 18 February 2010

35.
advance targeting
age and gender
handset
geography
day-part targeting
Thursday, 18 February 2010

36.
questions on mobile media?
Thursday, 18 February 2010