PSU Lecture - New media
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Presentation deck to accompany a guest lecture I gave at Portland State to an advertising principles class. Was meant to be a quick introduction to new media and the marketing opportunities available with these options.
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PSU Lecture - New media
- 1. Alternative and Social Media John Gross Account Director HMH @johngee
- 2. Paid Earned Owned Traditional Approach
- 3. Paid media
- 4. Earned
- 5. Owned
- 6. Evolution Paid Earned Owned Traditional Approach
- 9. Paid Media
- 10. Owned – Old Spice • 3-days, over 180 video responses • Custom messaging to key influencers – Huffington Post, Apollo Ohno, Alyssa Milano, Gizmodo, Ellen Degeneres, Starbucks, even the Chicago Blackhawks – Even facilitated an engagement
- 11. Earned – Old Spice • Day 1 – Nearly 6 million views (more than Obama’s victory speech) • Day 2 – had 8 of the 11 most popular videos online • After first week, over 40 million views • Old Spice channel became all time most viewed channel
- 12. Results – Old Spice • Facebook fan interaction – up 800% • Website traffic – up 300% • In the last 3 months sales – up 55% • In the last month sales – up 107% • Old Spice is now the #1 body wash brand for men
- 13. Earned - Evolution • PR campaign • Possibly integrated with other communications, but generally separate • Focused list of media contacts nurtured over time • Primarily out-bound
- 14. Earned - Evolution • Critical component of overall communication strategy. So it must: – Enhance the brand experience – Be appropriate messaging for the medium and what your audience will give you credit for • Remember: – Far greater number of influencers – Most important, now a 2-way conversation
- 15. Earned - Evolution • Objectives can range from – Pushing company messaging – Customer service • company based • consumer-directed (forums) – Consumer research – R&D
- 16. Operational Challenges • Incorporating into existing structures • Dedicating full-time resources • Overall value of efforts still unclear • Requires measure of risk tolerance
- 17. Australia Tourism Board • Create interest in Great Barrier Reef • Global campaign on classified budget So how ….
- 19. Australia Tourism Board • 1.4 million applicants • www.islandreefjob.com - 4 million hits/hr on the first day of the campaign • More hits in the UK than Google • 35,000 video applicants from over 200 countries • Media coverage valued at over $80 million
- 20. Groupon
- 21. Groupon • Launched in ‘08, struggled to sell soccer tix in Chicago • Kept working on their owned media, their product, refining and honing • Focused on building their database • First 10-12 months, grew exclusively through WOM (earned) • Only recently expanded to paid media
- 22. Groupon • First national deal, with Gap, this August – $11 million in sales in one day • Valued at over $1 billion • Recently expanded into Japan and Russia • Still expends extensive resources in owned and earned media
- 23. Mobile • SMS • Mobile ads • 2D codes