1.
RESPONSIVE MARKETING
BUILDING LIVING BRANDS IN A REAL TIME WORLD
David Armano
Global Strategy Director
@Armano
David.Armano{at}Edelman.com
Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

2.
1 2 3
Converged
Media
Transmedia
Storytelling
Contextual &
Cultural
Relevance
THREE MACRO TRENDS
RE-SHAPING MARKETING TODAY
2

3.
DOVE REAL BEAUTY SKETCHES
CONVERTING A COMPELLING STORY INTO THE WORLD’S MOST VIRAL
BRANDED CONTENT
T R A N S M E D I A S T O R Y T E L L I N G
3

4.
THE MOST SHARED PIECE
OF BRANDED CONTENT IN
THE HISTORY OF THE WEB
4Dove is an Edelman client

5.
5
The story was revealed to be
“marketing”

6.
“The convergence of paid, owned
and earned media has blurred the
distinction between each.
You don’t need to design ads that
look like editorial content.
Great content is your ad”.
Richard Edelman,
President & CEO
6
C O N V E R G E D M E D I A

7.
SOCIAL + SEARCH + CONTENT =
VISABILITY & VIABILITY
Native advertising,
social and mobile
have forced once
traditional marketing
swim lanes to blur into
each other.
Search engines and
social sharing behavior
further fuels the blur—
while content becomes
core to visibility and
viability of a brand’s
reach, influence and
relevance.
PAID &
EARNED
Native Advertising
Amplified Earned
OWNED &
SOCIAL
Websites/Apps
E-mail
Social Networks
SOCIALSHARING
SEARCHENGINES
CONTENT
EARNED &
SOCIAL
Traditional Media
Blogs
Forums
7
Inspired by Altimeter’s Converged Media Imperative

8.
CONTEXTUAL & CULTURAL RELEVANCE
8
Source: Edelman’s Modern Family study

9.
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CULTURAL INSIGHT:
THIS IS
NO LONGER HOW
MANY FAMILIES
SEE THEMSELVES

10.
10

11.
CONTEXTUAL & CULTURAL RELEVANCE
11MEETS RESPONSIVE APPROACH TO ENGAGEMENT

12.
PARDON OUR
DISRUPTION
12

13.
IT’S NOT ABOUT “A”
SCREEN. IT’S ABOUT
SCREEN(S)
13

14.
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“Snackable”
content that’s
both social and
mobile friendly,
while ephemeral
in nature can
reach individuals
and are designed
to be shared.
ConAgra is an Edelman client

15.
BUT…
FOR MANY
MARKETERS,
THERE’S STILL
ONE SCREEN TO
RULE
THEM ALL
15

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U.S. ADVERTISERS
WILL SPEND $66.35
BILLION ON TV THIS
YEAR, UP FROM $64.54
BILLION IN 2012 AND
SET TO RISE TO OVER
$75 BILLION BY 2017
Source: E-marketer

17.
of smartphone
users access
social media on
their mobile
device.
61%
17
While the tech industry puts
this screen first

18.
PLANNING FOR BROADCAST
LED MARKETING IS LINEAR
BY DESIGN
18

19.
EVOLVING THE LINEAR MODEL
STRATEGY
& PLANNING
CREATIVE
& ”BIG” IDEA
EXECUTION
TESTING TESTING
Typical planning, creative and production
activities for integrated marketing often takes
a time intensive, linear path.
19

20.
IN CONTRAST, TRENDS MOVE
MULTI-DIRECTIONALLY AND
RAPIDLY IN A DIGITAL,
SOCIAL & MOBILE CONTEXT
20

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WHAT’S HOT?
53% OF MARKETERS
WORLDWIDE SAID
THEY PLANNED TO
MAKE GREATER USE
OF REAL-TIME DATA
IN 2013
Source: E-marketer

22.
LAUNCH
OPTIMIZE
LEARN
ADAPT
THE RESPONSIVE MARKETING MODEL:
Multiple, iterative activation cycles overlay linear path and
align with emerging trends while being responsive to
changes in environment
22

23.
THE ORIGINAL RESPONSIVE MARKETER?
23

24.
IT’S BIGGER THAN BRANDED SOCIAL POSTS
24
WOULD YOU
SHARE?
BRAND CONTENT
IN SOCIAL
NEWSFEEDS ARE
NOW THE NORM.
BUT SHARING IS
CARING...

25.
WE’VE GOT THE BEAT…
25
0
2
4
6
8
10
12
14
16
18 Guitar solos

26.
HOURLY, DAILY, WEEKLY
26
0
2
4
6
8
10
12
14
16
18
Rhythm
Guitar solos

27.
STORIES BREAK THROUGH
THE CLUTTER:
27
CONTENT IS
CURRENCY

28.
“Great content is your ad”.
28

29.
GOING NATIVE:
DIGITAL DISPLAY
ADVERTISING IS UNDER
ATTACK
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30.
30

31.
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CONTENT
ADVERTISING

32.
32
CONTENT
ADVERTISING
DMI is an Edelman Client

33.
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CURATED
CO-CREATED
ORIGINAL
SPONSORED
CONSUMER GENERATED
CONTENT YOUR BRAND DEEMS
OF HIGHEST VALUE TO CONSUMERS
CONTENT WHICH IS CO-PRODUCED EITHER
PEER TO PEER OR BRAND TO PARTICIPANT
CONTENT PRODUCED BY THE BRAND
NOT TO BE FOUND ANYWHERE ELSE
CONTENT PRODUCED BY CONSUMERS
WITHOUT THE BRAND’S INVOLVEMENT
CONTENT THE BRAND INVESTS IN
FINANCIALLY OR LEVERAGES
PAID MEANS TO PROMOTE
THE FIVE CONTENT ARCHETYPES

34.
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CURATED & CONSUMER GENERATED

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ORIGINAL

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ORIGINAL
Kellogg’s is an Edelman client

37.
“GREAT STORIES HAVE ALWAYS HAD
A WAY OF EARNING ATTENTION AND
CONVERSATION. THE IMPERATIVE
FOR BRANDS TODAY, IS TO TELL
THOSE STORIES WHERE
CONSUMERS PLAY AN ACTIVE PART
OF THE STORY ITSELF.”
BRANDY RUFF
DIRECTOR, BRAND PR
KELLOGG
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CO-CREATED

39.
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SPONSORED
Technology
(Paid products offered
by tech/social platforms)
Media
(Paid content options offered
by media companies)
Display
(Paid/traditional advertising
including display)

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WHEN SPONSORED GOES WRONG
Higher editorial standards increase the risk. Quality of content becomes increasingly critical.

41.
ACTING LIKE A
MEDIA COMPANY:
41
BRAND JOURNALISM

42.
RED BULL: BRAND AS MEDIA
42

43.
COKE: BRAND AS EDITORIAL
43

44.
ADOBE: BRAND AS PUBLISHER
44Adobe is an Edelman Client

45.
AMEX: BRAND AS COMMUNITY
45

46.
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Focus of the content is
informative, relevant,
entertaining and on brand
Activision is an Edelman client

47.
“OUR SKYLANDER FANS HAVE GROWN UP IN A MULTI-
SCREEN WORLD, WHERE THEY SIMPLY EXPECT TO
INTERACT WITH THE CONTENT AND BRANDS THEY
WANT, WHERE, WHEN AND HOW THEY WANT TO. SO,
WE'VE INVESTED IN WEEKLY ON-DEMAND VIDEO
CONTENT ON YOUTUBE,
THE NUMBER ONE SITE FOR” BOYS 6-11.”
JONATHAN ANASTAS,
VP, DIGITAL, ACTIVISION
47

48.
RESPONSIVE BY DESIGN
48

49.
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1. INFORM
Strategy and tactics based
on emerging trends and
signals
2. PRODUCE
Contextually relevant and
valuable content designed
to be visible and viable
3. DISTRIBUTE
Content via paid, owned,
earned and shared
distribution methods
4. EVALUATE
Performance of content
aligned with pre-determined
KPIs
5. OPTIMIZE
Assets based on
performance—more of
what works and less of
what doesn’t
BUILDING A RESPONSIVE CONTENT ENGINE

50.
ORGANIZING FOR
RESPONSIVENESS
ORGANIZATIONS MUST
BE PREPARED, HAVE
THE ABILITY TO
“PUBLISH” DIRECTLY
AND RESPOND
THROUGH
ENGAGEMENT
AND CONTENT
50
POSSESS
ABILITY TO
ANTICIPATE &
RESPOND
POSITION
BRAND AS
PUBLISHER
ESTABLISH A
STATE OF
PREPAREDNESS

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ESTABLISH A STATE OF PREPARDNESS
CORPORATE
CONVERGED MEDIA
BUDGET
PARTNERS
STAFFPROCESS
BRAND

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POSITION BRAND AS PUBLISHER
1. IDENTIFY STRATEGIC GOALS AND OBJECTIVES
-New efficiencies
-Reaching key audiences
-SEO effectiveness
-Targeting
-Penetration
2. ALIGN WITH KEY PARTNERS
-Media companies
-Technology platforms
(CMS etc.)
-Technology companies
(Facebook, Google, etc.)
-Agencies
3. TEST, LEARN & SCALE
-Pilots
-Programs
-Campaigns
-Products

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POSESS ABILITY TO ANCITIPATE & RESPOND

54.
The Challenge: Getting a fragmented industry to speak and act as one
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EXAMPLE: BRAND AS PUBLISHER

55.
INDUSTRY
CONSUMERS
Conversations
Indicate opportunity
to speak to stakeholders
In a common voice
55
EXAMPLE: BRAND AS PUBLISHER

56.
PUBLISH ENGAGE CREATE ADVOCATES
A unified image supported by a strategy rooted
in advocacy across multiple stakeholder groups
56
EXAMPLE: BRAND AS PUBLISHER

57.
NEWSROOM ENGAGES INDUSTRY
WITH TIMELY, RELEVANT CONTENT
& ACTIVE ENGAGEMENT
57
EXAMPLE: BRAND AS PUBLISHER

58.
58

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60.
“WE LOOKED AT EXPANDING OUR
OVERALL APPROACH TO
COMMUNICATIONS. BY USING
TRADITIONAL, HYBRID, SOCIAL, AND
OWNED, WE ARE STARTING TO REACH
AUDIENCES WHERE THEY ARE AND
MOVE THEM ALONG THE SPECTRUM OF
ADVOCACY.”
TOM GALLAGHER
CEO, DAIRY MANAGEMENT INC 60

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RESPONSIVE MARKETING IN A REAL TIME WORLD
1. Marketing disrupted: Converged, content, context, convenience
2. (Really Good) Content = Currency
3. Responsive = Ready for anything—able to act and iterate
4. Content must be viewed holistically (content archetypes)
5. Building a responsive content marketing engine requires
planning, infrastructure and commitment

62.
David Armano
Global Strategy Director
@Armano
David.Armano{at}Edelman.com
Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
RESPONSIVE MARKETING
BUILDING LIVING BRANDS IN A REAL TIME WORLD