Converged Media - Altimeter Group Webinar


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The Converged Media Imperative: Why Brands Must Combine Paid, Owned & Earned Media

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  • RL: thank jess, recording available, report downloadable, slides too.
  • think this is applicable to B2B as well. Every buyer is influenced by brand impressions.The average person sees some 3,000 brand impressions every day.1 The media and information they consume might originate in traditional media, social media, advertising, or — with increasing frequency — a hybrid of all three. Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with.
  • ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  • Gray area: eg. RetweetsOutlying channels don’t neatly conform to the categories of paid/owned/earned media. This is to be expected from some forms of digital media. Online contests and sweepstakes, for example, are often hybrids of paid, owned, and earned media. And as mentioned above, shared media (“likes,” “retweets,” “shares,” etc.) are considered by some to be a wholly separate channel from earned media. Moreover, shared media may or may not contain original content (e.g., a comment or other earned media) added by the sharer. Co-created content is another category that could be assigned to earned or to shared media. We acknowledge these arguments, but for the purpose of this report we will consider “shared” media to be part of earned.Definitions for Reference- Paid media: are display or broadcast advertising. In digital channels, paid media include banner ads, Pay Per Click (PPC) search ads, advertorials, sponsorships, sponsored links, and pay-per-post blogging. The common factor of all these channels is that they are a form of advertising for which a media buy is necessary.Owned media are all content assets a brand either owns or wholly controls. Owned media channels include websites, microsites, branded blogs, videos, and the brand’s own(ed) presence on social media and social network channels, such as Facebook, Twitter, YouTube, Flickr, etc. Owned media is largely content marketing, i.e., content a brand owns and/or publishes that involves no media buy.Earned media is user-generated content created and/or shared by users. (It bears mentioning that some consider shared media to be a separate channel. More on this below in Outlying Channels.) Types of earned media include consumers’ social media posts, tweets, reviews, videos, photos, and open online communities. Another component of earned media is mentions in media or on social channels that are the result of PR or media relations. For brands, earned media is the most elusive and difficult of the three channels; while it can be influenced, it cannot be directly controlled.
  • Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.
  • 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
  • ¾- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. Targetskewsheavilytowardsfemale- By partnering with the Digitial Influence Group, Glidden was able to devise a strategythatspannedcontent, platforms, and the dynamiccustomerjourney. Together, DIG and Gliddenpartnered to architect a trulyvaluableexperience for the consumer, ultimatelyleadingthem to the brand. Glidden engaged multiple influential bloggers to help them produce content. While many brands engage high-end famous designers, Glidden selected “down-home”, more approachable bloggers, “like a friend down the street who happens to be great at design” Engaging them as ‘trusted peer voices’ and publishing partners on owned platforms, they also enlisted them to promote and distribute content, creating greater earned opportunities. The owned tools are key, core colortopia team bloggers as publishing partners is an integral component. Experts exchange, others pointing to higher end designers, we want to find the approachable bloggers, they’re the voice of this experience, she’s not ready to engage with brand. In Q&A, bloggers starting to weave Glidden colors into what they’re saying, their advice. Onboarding process was specific ab bloggers engaging with the people, Glidden handles the brand side. Parntershipab # of posts, engaging with people, we trained them on the brand. They bring to life owned properties, socialization created perceived earned, the content that became part of the paid. Thiscampaign was moreaboutleadinghertowardsGliddenbrand, engagingher in inspirationpage. Thisis the stagewhenshe’srippingpages out of a magazinebcsheloves a room, not engaging with paintbrands. For thisreason, theykept the Brandingmoresubsumed; onlyat the bottom of the page do yousee ‘Powered by Glidden”, that was intentional. Theywanted to leadhertherethroughcontent and tools, and as shegetscloser to hercolor choice, the Gliddenbrandgetsdialed up. Colortopia cascades across media channels, allowing shoppers to engage on their termsOwned tools in upper section, site experience built to be modular so we could distribute tools to social channels and to core blogger sites. On left side, you see media and blogger partner network that helps to amplify. Using paid to distribute that content, no display ads. Mobile done in conjunction with HouseBeautiful partnership (paid), featured MyColortopia, with digital watermark, scan with mobile device with video popping up and introducing to My Colortopia and pointing to program. Also color swatches you could scroll through. You can scan QR code and take to Pinterest. Ties to retail (in-store kiosk) + mylifemycolor quiz. All tools lead you towards color palatte choice and shopping list. When user got to paint colors, Glidden was right there. Some tools enabled users grab colors from other places(from her purse, or vacation photos), use those sources of inspiration. Part of challenge with retail environments was to give her the oppty to to create (email, sharable, have on phone) must have confidence when you go into the store; Confidence transferal and brand insistence. #painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
  • PAID TO EARNED TO OWNED Intel paid social influencers to create engaging and authentic content across a number of their own(ed) media properties. This content aligned with themes related to the brand’s products and initiatives. The paid content gained earned amplification as influencers shared content across their social networks. Engagement and links were then driven directlyto the brand’s owned social properties, including their blog, Facebook, Twitter, Google+, Tumblr, and YouTube channel. A total of 121 pieces of content were produced (text, video, infographics, images, etc.) across only 24 influencers.Results: Over 1.1M social interactions were generated, an average of 9,314 per piece of content.
  • PAID TO EARNED TO OWNED Intel paid social influencers to create engaging and authentic content across a number of their own(ed) media properties. This content aligned with themes related to the brand’s products and initiatives. The paid content gained earned amplification as influencers shared content across their social networks. Engagement and links were then driven directlyto the brand’s owned social properties, including their blog, Facebook, Twitter, Google+, Tumblr, and YouTube channel. A total of 121 pieces of content were produced (text, video, infographics, images, etc.) across only 24 influencers.Results: Over 1.1M social interactions were generated, an average of 9,314 per piece of content.
  • Rather than fight for access to key athletes in the 2012 games, Procter & Gamble is promoting its brand — personal care and home goods — by turning its cameras to the champions’ moms.“While P&G may not be in the business of athletic equipment, sports drinks or athletic apparel, we are in the business of helping Mom,” according to the company’s statement about its “Thank You, Mom” Olympics content project.“We will be using our voice in the London 2012 Olympic Games to acknowledge Mom’s rightful place in the 2012 Games.”Results? (this is a brand new and still ongoing campaign…) Sociagility ranked the campaign high as effective, right off, and as Reuters reported at the end of July: “U.S. consumer goods giant Procter & Gamble, which issued a profit warning last month, still expects its 2012 Olympic sponsorship to generate $500 million in additional sales.”This video actually did make me cry!! #retail #olympics#contentmarketing #poe#facebook #twitter#jessica
  • Moms from around the world use P&G products to help raise champions!
  • ClearChannel has a recent and very integrated example of converging media through digital billboards, gesture recognition, and social media interaction with their Crowdplay Media approach, designed to engage consumers and woo advertisers. This summer, ClearChannelSpectacolor is activating the “Times Square Dunk Tank.” The campaign will run on the hour throughout the summer and starts with a carnival barker inviting passers-by to help dunk the Painted Lady (actress/model Sabina Kelley), or the Strong Man (stuntman Robert Miller).ClearChannel integrated digital channels as part of the engagement process, inviting players to watch on YouTube and vote on Twitter to determine who gets dunked. (Tweets are broadcast on the Jumbotron). When voting closes, a giant augmented reality ball is released “into” the crowd, which they can bounce until it hits the target (the dunkee).Results: Dunking occurs 3X per hour, and results thus far indicate ClearChannel sees c. 500 participants per dunking; 1,500 people per hour. In addition to the live events, ClearChannel created a YouTube channel and a Facebook page and application as a virtual campaign home base. Participants nationwide will submit video auditions online to be chosen as “the dunkee” to be flown to L.A. and New York over Labor Day Weekend for filming.
  • Smart idea from UNIQLO to get people talking about the launch of the new San Francisco store opening in October.  I’m not sure which I love more… the incredibly simple but great idea to use a quirky online game to drive traffic to the new flagship store (prize collection is at the new store) — or the fact that they have partnered with a YouTUBE star (cat) called Maru. Maru is an adorable, box-loving, male Scottish fold cat from Japan that has cute overloaded the entire Internet many times over. His YouTube channel has 230 videos with over 230,000 subscribers and over 172 million views. He has been inducted to YouTube Japan’s Hall of Fame after winning top honors 3 years in a row. He’s also released two books and one DVD. #gamification #retail #japan#youtube #POE #contentmarketing #meow#jessica
  • NO ONE-SIZE-FITS-ALLA number of interview subjects mentioned building this awareness by conducting an audit to first understand where the brand sits relative to these forces (content, technology, industry, consumer behavior, channels, etc.).
  • balancing-paid-vs-earned-media/
  • Successfully architecting strategies around paid, owned, and earned media is analogous to designing a stool. The insights that come with 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.
  • RL HEREWhile earned media is the most challenging to measure for direct ROI, it’s also the most powerful medium for achieving brand goals such as advocacy, loyalty, retention, and, ultimately, increased sales. But quality earned alone is not enough; brands must leverage paid and owned media to drive quantity. Many brands, agencies, and vendors interviewed reiterate that the main challenge to scale in earned media (and for the industry at large) lies in the immaturity of the technology and how it impacts agility.
  • Owned > Earned
  • Bhagat is Vice President of Sales and Marketing at Intel, and serves as Director of Marketing Strategy and Campaigns.
  • Brands’ partner companies require briefs that define the scope of paid, owned, and earned convergence.
  • Design, voice, branding, and other creative elements must be agreed upon and defined across paid and owned channelsHumans build relationships with brands in the same ways they do with other humans: through ongoing interactions, establishing trust and mutual benefit/value. As digital channels continue to evolve, so does the audience’s options for consumption. Aligning content across channels is paramount for driving consistent brand messaging, value, look, and feel. Stakeholders across paid and owned channels must also be aligned on branding elements from day one.
  • “It all started with this idea that we were being outspent by all our competitors by an egregious amount, and we wanted to look for a way to keep our voice in the conversation,” said Ron Faris, head of brand marketing at Virgin Mobile USA. So Virgin decided its time and money would be better spent creating “a loud voice published daily to get [its] news out there,” said Faris.Virgin Mobile started down this path in 2012, when its marketing budget was 0.1 percent of the category spend. Its newsroom, or Virgin Mobile Live, goes beyond a single website to encompass Facebook, Pinterest and BuzzFeed. Every so often, Virgin Mobile gathers its public relations, social and advertising agencies in a room in Virgin Mobile’s New York City office, where they reenact the story-pitch process. For the brand, good story ideas are pieces of content it can get up quickly, spread through its social media channels, and connect with its young audience, 18-to 30-year-olds.Virgin Mobile has settled on a youthful, irreverent voice that is the marriage of pop culture and technology. That’s what leads it to gin up items like ”The 19 Most Ridiculous Texting Fails” and “11 Things No One Wants to See You Instagram.” Those stories don’t have much to do with Virgin Mobile, and that’s as it should be, Faris said. The important thing is Virgin Mobile is setting itself up as part of the in-crowd. The ideal is that, unlike its competitors, Virgin Mobile will talk to its young consumers as one of its friends, not like their parents. With these types of posts, Virgin Mobile is playing to smartphone culture rather than hitting its target over the head with loud promotions. #telecom #mobile #entertainment#poe #content marketing #brandnewsroom
  • Agility is a derivative of effective listening, measurement, and resource allocation, as well as market, cultural, and media awareness. The organization must also facilitate agility in its converged media strategy by providing the proper labor resources, buy-in from stakeholders, communication channels between these stakeholders (internal and external), and empowerment to act.Real-time capabilities (measurement, benchmarking, reporting, attribution, engagement, support, etc.) are what enable this agility and the ability to respond and act rapidly and efficiently — something particularly critical in earned media.
  • SOURCE:!/insights/real-time-marketing-research/GolinHarris interviewed 3,200 U.S. consumers to learn about RTM’s value. We explored the impact of real-time marketing on how people think and act in relationship to diverse products and brands. Because RTM marketing doesn’t exist in a vacuum, the research also investigated the effect RTM on other marketing activities.Learning #1: Real-time marketing delivers what marketers want most.Our research measured the likelihood of communication with and without RTM to deliver positive outcomes most marketers seek, such as an increase in positive perceptions; interest in a product; likelihood to seriously consider, choose or try a product or brand; and to recommend it to others.When it’s added to the marketing mix, real-time marketing provides a dramatic lift to each of these five coveted outcomes. Marketers who serve as the stewards of brands should consider RTM strategies as part of any communication program intended to capture attention, drive WOM, increase preference, or bolster the likelihood to try or buy.Learning #2: RTM turbocharges your other marketing efforts.Marketers today employ many different methods to share their stories. From publicity and paid media to brand websites, social channels, search marketing and WOM programs, marketing investments are more diverse than ever before.RTM makes these investments work harder, amplifying each activity’s effectiveness. Our research shows a significant lift in likelihood to seek out, pay attention to, and participate in brand communications delivered in common channels when RTM is added to the mix. Marked increases were found regardless of channel including websites, Twitter, Facebook and other popular social media, recommendations from trusted contacts, and PR or advertising-generated stories delivered through “traditional” media.
  • The empowered and dynamic customer has choices; choices in the platform they use to consume information, how social they want to be in the process, and the time of day they wish to do so. Thus, it’s important for brands to extend their presence across multiple channels and platform types. This distributed presence is a cornerstone to successful paid, earned, and owned integration, both in terms of brand ubiquity from a consumer standpoint and revealing demographic and behavioral insights from the brand standpoint.
  • Influencers can play a role to amplify the brand message across all media types, whether touting the product in an unprompted “earned” setting, being the voice of a “paid” campaign, or even through offering guidance or advice on an “owned” platform. Analysts, bloggers, celebrities, expert practitioners, and news commentators are just a few of these influential consumerswho carry large and engaged fan followings. Consider that mass influencers, those with the greatest online reach, account for less than a fifth of the online population, but comprise the vast majority (some four-fifths) of online impressions.The extent to which brands can leverage these key consumers depends on their ability to interact with them effectively. Brands must take special steps with these types of customers by ensuring a positive interaction (purchase, support, dialog, engagement), offering them brand experiences that resonate consistently and keeping their finger on the pulse/message/behavior of such key influencers.
  • Customers, not marketers, drive successful marketing. No matter the medium (paid, owned, or earned), customers determine success. Successful integration of paid, owned, and earned media require agility, both to shift campaign strategies quickly and experiment with pilot campaigns and idea-testing. Listening, monitoring, and measurement are instrumental in substantiating this level of rapid decision-making. Listening and tracking consumers’ behavior around each media type is paramount to maximizing the impact of the investment. Analysis of the crowd can instruct strategy, while technologies that track individual behavior can facilitate better engagement on a customer-by-customer level.
  • Measure as much as possible! Go as deep as you can into attribution in order to separate the signal from the noise. Focus on what is driving the highest-quality signal.” And so the system for identifying KPIs must instruct the ongoing measurement itself. KPIs should be established at the onset, but brands must also constantly have their ears to the ground for engaging consumers along each step of the customer journey — from consideration to purchase, to support to loyalty. These metrics are fluid and may shift based on customer segment, platform, campaign assets and goals, even external forces like cultural events, etc. Measurement and analysis help marketers become smarter. In a world of converged media, they are the foundation from which investment potential is established, understood, optimized, and realized.
  • 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.
  • Above: Edelman’s David Armano shows a workflow between Paid Owned EarnedAnalyst Note: This early diagram quickly delineates a workflow among channels focusing on strength of eachSocial Marketing and Engagement, Slideshareby David J Carr (twitter, blog), Digital Strategy Director, Chemistry CommunicationsAnalyst Note: The integration of social listening, social engagement, email, website and communitiesSocial Marketing and Engagement, Slideshare

by David J Carr (twitter, blog), Digital Strategy Director, Chemistry Communications
Analyst Note: The integration between multiple channels both from awareness push to engagement and across screens
  • RL DOES BULLETS 2, 3 & $
  • Converged Media - Altimeter Group Webinar

    1. 1. 1 The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned MediaSeptember 13, 2012Rebecca Lieb, Digital Media Analyst & JeremiahOwyang, Industry Analyst, Partner@lieblink @jowyangEvent Hashtag#POEMedia
    2. 2. Image by Mark Garbowskiused with Attribution as directed by Creative Commons We‟re Tuning Out the Noise© 2012 Altimeter Group
    3. 3. 3 As consumption habits shift, brands require media ubiquity The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day© 2012 Altimeter Group
    4. 4. 4 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2012 Altimeter Group
    5. 5. 5 Investment in Earned and Owned increases in 2012 Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
    6. 6. 6 A closer look into each media type Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
    7. 7. 7 Digital Paid, Owned, and Earned media Display, banner ads corporate website Sponsored posts, ads microsites PPC ads corporate blog Pay per post blogging© 2012 Altimeter Group
    8. 8. 8 Now, let‟s define Converged Media  Two or more channels of paid, earned, and owned media.  Consistent storyline, look, and feel.  All channels work in concert, enabling brands to reach customers throughout the customer journey© 2012 Altimeter Group
    9. 9. 9 Creating branded ‘surround sound’: how media types influence and enable each other OWNED PAID Instructs where to amplify EARNED Drives volume© 2012 Altimeter Group
    10. 10. POP QUIZ: Which media type are Facebook and Twitter?© 2012 Altimeter Group
    11. 11. 11 Answer: all three!  Paid: • Sponsored tweets, posts, engagement ads  Owned: • Branded Facebook or Twitter page • Brand-curated content • Branded Facebook apps  Earned: • Fan/user-generated content posted related to brand • May be on brand‟s page or elsewhere© 2012 Altimeter Group
    12. 12. 12 What does this look like on Facebook? Paid Owned Earned© 2012 Altimeter Group
    13. 13. 13 What does this look like on Twitter? Owned Paid Earned© 2012 Altimeter Group
    14. 14. 14 Converged Media Example: Earned + Paid Earned Paid Bazaarvoice deploys paid advertisements with user ratings and reviews. Microsoft advertises with transparency; shoppers click on the ads to learn more from their peers.© 2012 Altimeter Group
    15. 15. 15 How Successful Brands Deploy Converged Media© 2012 Altimeter Group
    16. 16. 16 Glidden Paint employs a wide palette of channels, converging mediafor a streamlined brand experience© 2012 Altimeter Group
    17. 17. 17 Enterprise tech company pays the influencers to ignite earned, drive traffic back to owned 128 Pieces of content created by influencers 24Influencers commissioned to create content 1.1m Social interactions The company paid influencers to share content 9,314 Average actions per Across their piece of content networks© 2012 Altimeter Group
    18. 18. 18 Enterprise tech company achieves converged media harmony with quality content While investing in influencers and media partners to amplify, the investment was just as much in the content itself– valuable, sharable, and on-brand.© 2012 Altimeter Group
    19. 19. 19 P&G tells stories of Olympian… Moms? P&G launched a globally resonant campaign to support more than 150 athletes and their mothers, across 34 brands. In just a few months since launching, multiple video ads have received more than 5 million views and the Thank You Mom Facebook page has over 750,000 likes in the U.S. alone.© 2012 Altimeter Group
    20. 20. 20 P&G ties in product imagery with brand message and campaign story© 2012 Altimeter Group
    21. 21. 21 ClearChannel integrates online and offline channels to „make the audience the media‟ Converging media through digital billboards, gesture recognition, and social media interaction, ClearChannel combines offline media with online to drive attention, engagement, (advertiser interest), and a summer-long sweepstakes.© 2012 Altimeter Group
    22. 22. 22 Uniqlo partners with an unlikely online „influencer‟ to promote flagship store opening in SF Uniqlo creates “Lucky Cube with Maru,” a sharable, interactive game where users choose a box to win a prize. Uniqlo hopes to drive traffic and buzz; The prize can be picked up locally or shipped. Maru the cat has received more than 175 million views and was inducted into YouTube Japan‟s Hall of Fame.© 2012 Altimeter Group
    23. 23. Converged Media Success Criteria© 2012 Altimeter Group
    24. 24. 24 Brands that do not integrate paid, owned and earned media types are at a disadvantage  Fragmented messaging, inconsistent branding  Redundant efforts, no communication/ collaboration  Departments competing for budget  Low customer engagement/ advocacy  Convergence begins to occur in traditional media© 2012 Altimeter Group
    25. 25. 25 Altimeter identifies 11 criteria to successful converged media deployment© 2012 Altimeter Group
    26. 26. 26 Strategy: Understand Converged Media Brand marketers must first possess an understanding of the changing forces of converged media: • Emerging practices • Content types • Technologies • Channels • News, media, current events • Behavioral trends • Other trends specific to audience© 2012 Altimeter Group
    27. 27. 27 The value of each media type depends on the business Q: Which category has the biggest impact on your business in terms of generating sales, new customers, and revenue from marketing-related efforts?  Owned media such as your Biggest impact on business by website or blog category  Paid media such as search engines, banner ads or other advertising Paid Owned  Earned media such as reviews, online forums, other sources for 32% 36% peer advice Earned 32% Source: Zuberance Paid, Owned, Earned Media Study, April 2011© 2012 Altimeter Group
    28. 28. 28 Strategy: Plan a Stable Foundation Two legs (or media channels) may hold up the converged media strategy, but stability and balance is achieved when design incorporates all three. • Deploy all three media type in harmony, integrating each to instruct the next • The insights that come with analyzing earnedinstruct where to amplify using paid and where to innovate in 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 • Paidmedia helps drive volume to owned and earned channels, and ultimately what amplifies the brand message.© 2012 Altimeter Group
    29. 29. 29 Organization: Ability to Achieve Earned at Scale Earned is the most difficult medium to achieve, particularly at a significant scale. Essential both to build and nurture earned media is: • Content strategy, consistent brand messaging • Listening & measurement tools • Publishing tools • Inter-agency/ vendor communication • A fundamentally agile approach • An ongoing effort© 2012 Altimeter Group
    30. 30. 30 Intel‟s iQ Social Publishing an industry first for integrated media curation The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.© 2012 Altimeter Group
    31. 31. 31 Organization: Align Teams & Departments Brands MUST overcome the cultural silos that exist internal to the organization, aligning in a number of historically autonomous areas: • Ownership/ governance • Communication • Collaboration/ creative design • Campaign goals • Budget© 2012 Altimeter Group
    32. 32. 32 Intel among the first to reorganize… merging social media team with global media team “Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”© 2012 Altimeter Group
    33. 33. 33 Organization: Align Agencies & Vendors Each will have individual areas of specialization and expertise, yet full- picture visibility is essential for all partner companies. Brands must play moderator and facilitate: • Communication • Collaboration/ creative design • Campaign goals, KPIs • Performance incentives© 2012 Altimeter Group
    34. 34. 34 Production: Aligned Content / Creative Across Channels Design, voice, message, branding, and other creative elements must be consistent: • Agreement/ alignment across stakeholders from day one • Across all channels and touchpoints • Singular brand message, no matter the media • Natural extension of organizational and partner alignment© 2012 Altimeter Group
    35. 35. 35 Why Virgin Mobile believes in a brand newsroom Built as a way to streamline the time between idea and execution, „Virgin Mobile Live‟ is a the branded hub for all Virgin content. Targeting 18-30 year olds, the brand „joins the conversation‟ with a youthful, pop culture-savvy tone. Content is shared 100x/month on Facebook, 200x/month on StumbleUpon.© 2012 Altimeter Group
    36. 36. 36 Production: Real-time Capabilities To be effective in converged media is to be agile. Brands must enable: • Proper labor resources • Proper tools • Stakeholder buy-in • Communication channels between stakeholders • Content marketing strategy • Empowerment to act, particularly in Earned media© 2012 Altimeter Group
    37. 37. Real-time marketing turbo-charges other efforts Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.!/insights/real-time-marketing-research/© 2012 Altimeter Group
    38. 38. 38 Production: Channel Flexible The empowered and dynamic customer has choices in how they consume; brands must extend presence across: • Multiple channels, platforms • Multiple touchpoints • Not JUST mainstream channels, instead following their customers • Demographic-specific hang-outs© 2012 Altimeter Group
    39. 39. 39 Production: Influencer Relations In the digital age, brands cannot ignore influencers, as they can amplify the message (positive or negative) across all media types: • Touting or shaming product/ service in unprompted Earned setting • Acting as the voice of a Paid campaign • Offering guidance or advice on Owned platforms • Influencers are key to helping build Earned at scale© 2012 Altimeter Group
    40. 40. 40 Analysis: Social Listening / Analysis of Crowd Social listening, monitoring and measurement are key for substantiating agility. Brands must: • Have systems and process in place to listen, measure, respond • Let conversation instruct creative design, strategy • Use insights to be proactive • Allow insights to facilitate personalization/ resonance© 2012 Altimeter Group
    41. 41. 41 Analysis: System for Identifying & Measuring KPIs Metrics are the foundation from which investment potential is established, understood, optimized, and realized: • The system for identifying KPIs must instruct the ongoing measurement itself • Metrics should be established at the outset… but can evolve • Metrics may shift based on segment, platform, campaign assets, goals,even cultural events, etc.© 2012 Altimeter Group
    42. 42. 42 Workflow: Coordinating Paid + Owned + Earned© 2012 Altimeter Group
    43. 43. 43 Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration© 2012 Altimeter Group
    44. 44. 44 Periodic Strategic & Analysis Reporting  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© 2012 Altimeter Group
    45. 45. 45 Content Strategy  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© 2012 Altimeter Group
    46. 46. 46 Publication Across Channels  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 collaborationtools spanning multiple teams  Growing ecosystem of tools • CMS, Media Network Mgmt, SMMS, etc.© 2012 Altimeter Group
    47. 47. 47 Engagement  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© 2012 Altimeter Group
    48. 48. 48 Amplification  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 (eg. Bizaarvoice)  Tap into social graph by allowing those involved to share with their networks© 2012 Altimeter Group
    49. 49. 49 Restructuring  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© 2012 Altimeter Group
    50. 50. 50 Measurement a baseline requirement across all phases  Conduct in real-time to allow for rapid iteration  Communicate progress to company via simple reporting • Daily wrap-ups, trend diagrams, real-time tickers© 2012 Altimeter Group
    51. 51. 51 And then the cycle repeats…© 2012 Altimeter Group
    52. 52. 52 But remember, workflows are unique to the organization© 2012 Altimeter Group
    53. 53. 53 Putting the Pieces Together© 2012 Altimeter Group
    54. 54. 54 We asked brands, agencies and vendors to rate the maturity of the Converged Media space…. Respondent Average Group (1-5) ALL 1.95 Brands 2.18 Vendors 1.72 Agencies 2.08 Respondents rated the maturity of the Paid, Earned and Owned space on a scale of 1-5, where 1 is Very Immature and 5 is Very Mature.© 2012 Altimeter Group
    55. 55. 55 Summary  Converged is here. Facebook and Twitter ads are proof. Those who take advantage now will have an edge.  Its not easy. Immense internal change must occur as lines blur, both internally and with agency partners  Leverage data and platforms that propel campaigns forward by aggregating ad data, corporate content, and social, then derive analytics.  Converged media is rapidly bleeding into offline channels and also creates demands for real-time marketing capabilities  As consumer gadgets and devices and media channels proliferate, this will only become more complicated© 2012 Altimeter Group
    56. 56. THANK YOU Rebecca Lieb Jeremiah Owyang Twitter: lieblink Twitter: jowyang With assistance from Jessica Groopman, Researcher Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group