http://static6.businessinsider.com/image/4d6eb01ccadcbbca07010000/times-square-new-york.jpgAlso applicable to B2B as well. Every buyer is influenced by brand impressions.The average person sees c 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 in its complexity.
http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded#at=76http://www.huffingtonpost.com/2011/06/27/south-korea-virtual-supermarket_n_885150.htmlRemoved from bubble: Tesco put images of products and QR codes in subways. Customers would scan and purchase these products for same day delivery. “So, Tesco Homeplus created a virtual store in Seoul subway stations in which the displays and merchandise are exactly the same as the stores. Customers scan the desired product with their smartphone and it then appears in their online cart. The products will be delivered to their door ‘right after you get home.’”http://www.adobomagazine.com/cannes/wp-content/uploads/2011/06/Direct-Gold-KR.jpgMobile web stats…http://www.singleboundcreative.com/2011/05/infographic-the-mobile-web/June 27, 2011 (Updated Nov. 16, 2011)#foodbev#retail#mobile#asia#support #learn#jaimy#SW
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.
Screenshots are of paid search results, a Blue Cross Blue Shield blog from Michigan and a Facebook status posting about an open position at BCBS.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
¼- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAVE BEHIND. 100% approved for broadcast format. 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. 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. http://img.ehowcdn.com/article-new/ds-photo/getty/article/249/194/stk118189rke_XS.jpgTags-#painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
2/4- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. 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. We’ve strategically woven into experience the oppty for validation from target’s network (fb shares, twitter; she can ask her network, what do yo think. This is about creating confidence- creates a social impression from a brand standpoint.) All tied to Glidden’s own social channels, using one channel vs establishing my colortopia#painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
¾- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. My 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
4/4- APPROVED TO USE FOR ANY PRESO YOU WANT TO GIVE< NOT APPROVED FOR LEAD BEHIND. 100% approved for broadcast format. Key: this is after just 6 months, continuing to see great momentum. Based on the finding that others’ successes helps inspire shoppers’ confidence, Glidden adjusts the campaign accordingly. This flexibility is important to converging media successfully and in real-time.#painting #construction #decor#contentmarketing #poe#influence #gamification #support #thoughtleadership#jessica
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! http://www.youtube.com/watch?feature=player_embedded&v=NScs_qX2Okk#!http://contently.com/blog/procter-gamble-goes-to-the-source-of-olympic-champions-moms/https://twitter.com/ThankYouMomhttp://pg.isebox.net/global-announcements/p-g-supports-160-world-class-athletes-at-the-london-2012-olympic-games/#cpg #retail #olympics#contentmarketing #poe#facebook #twitter#jessica
Moms from around the world use P&G products to help raise championshttp://www.youtube.com/watch?feature=player_embedded&v=NScs_qX2Okk#!
PepsiCo has bottled and marketed Brisk, a Lipton ready-to-drink tea brand, through a joint venture with Unilever, owner of Lipton, since 1991. It has also worked with Lucasfilm to promote the “Star Wars” franchise since 1997.http://www.nytimes.com/2012/01/03/business/media/to-promote-brisk-tea-pepsi-enlists-the-aid-of-yoda.html?_r=2&ref=media
Bricksaber will feature content that allows fans to unlock new characters and objects based on codes found on marked packages of one-liter Brisk Iced Tea bottles. The game features 2-D and 3-D elements and invites players to choose their side-the Light Side or the Dark Side. From there you can choose what mode of play you want. You will then battle foes depending on the allegiance you have chosen. Players can share their scores on Facebook and Twitter if they so choose. Those with top scores will be shown on the leaderboard on Facebook.com/Brisk.
Brisk asks fans to submit their “Brisk Story” Brisk tapped into other pop culture icons, such as Eminem and Danny Trejo to drive traffic and earned media towards the brand. http://popsop.com/41947*Similarly, according to data provided by Larry Finkel, director of food and beverage research for MarketResearch.com, Brisk’s dollar sales in supermarkets, drugstores and mass merchants excluding Walmart rose 12 percent, to $94.3 million, in the year ending April 17, 2011.
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.
CAMPAIGN 1: Tales from the RoadCAMPAIGN 2: Blast from the Past CAMPIAGN 3: Ryder Cup Challenge Eager to understand fans' tips and tickets, 'How do you go like a pro?' asked National, tapping into specific segments (eg. What is your most embarrassing travel moment? What is the greatest business success you've had on the road?"National Car Rental’s first Facebook campaign, Tales of the Road, asked fans to share travel stories for a chance at 350,000 airline miles and “elite” status in their loyalty program. National listened to the hundreds of submitted stories and learned fans will share qualitative information about their travel habits in exchange for travel perks. Based on this insight, National planned the next activation in the formof a sweepstakes on both Facebook and Twitter, utilizing paid Page Post Ads, Facebook Marketplace Ads, community messaging, Promoted Tweets and Promoted Accounts to encourage increased engagement and growth. In roughly three weeks, the Blast from the Past sweepstakes generated more than 400 entries, thousands of new fans and thousandsof new followers, indicating that fans are not only willing to engage and share content, but were also competitive. Based on the knowledge that their fans were driven to engage and compete in sweepstakes- like activations, National launched the Ryder Cup Facebook sweepstakes that offered fans four tickets and $5,000 for a trip to the event itself. In additionto investing in more paid promotion based on these insights, National deployed community messaging on Facebook and Twitter to drive even more engagement and to help tap into fans’ competitive behavior in a social setting. By listening to each campaign, National can not only adjust activations, but instruct ongoing and future campaign design as well.Results: With each campaign, National gained thousands of new Facebook Fans and Twitter followers within a month below target cost-per-fan goals (in both channels). Facebook paid media generated tens of thousands of engagements below cost-per-engagement goals. Total Facebook fan base grew 30% as paid engagement spread virally. The campaigns achieved PR placementin major publications, garnering millions of impressions as a result.
The New York Giants digital team created a year-round program of social promotion and curation campaigns to cultivate engagement with fans on and off the field. Beginning in the pre-season, they would become the first professional sport team to integrate live tweets both in the stadium and on TV for viewers at home. Using social curation, tweets were enabled on-site via the stadium Jumbotron, while simultaneously televised; there were website polls and pre-game Twitter Q&As.The team also created a Twitter-based commerce tie-ins for shop.giants.com. http://www.giants.com/news-and-blogs/article-1/Giants-Kickoff-Season-with-Real-Team-Social-Integration/6e84ff6f-960e-4236-b5e1-be5138675251Result: Increased ecommerce sales via Twitter-driven discount; Twitter followers grew 122.87% in the 2011 preseason (7/28 – 9/12). Team jumped from ranking 20th to ranking 3rd for most NFL Twitter followers. Halloween Costume Contest Campaign attracted 7,000 votes, driving amplification and awareness. (Agency: Mass Relevance)
THIS EXAMPLE IS GREAT FOR STRONG BRAND MESSAGING, BOTH OWNED AND EARNED ARE RIGHT ON BRAND. Canon inspires fans to new levels of creativity with this user-generated photo contest on YouTubePhoto uploads via Flickr, Facebook, and other sourcesReal-time discussions across Twitter, Facebook, & YouTubePhoto voting, viewing, sharingWinning photos inspired a Ron Howard film1.7 million YouTube channel views 138,000 photo submissions21,000 votes cast23,000 posts192 press mentions, 415 blog mentions40% increase in positive sentiment
SOURCE: http://www.tnooz.com/tag/gateguru/UPDATE: Nov, 2011GateGuru. GateGuru is the leading in-airport resource for travelers. GateGuru is location aware – when a user opens the application, the closest airport is identified.A user can select that airport or choose from a list of 100 airports. Once the airport and terminal are selected, a user sees all the available amenities, including location, category and average rating from fellow travelers.Once the user chooses an amenity, a more detailed overview of that selection can be seen, including ratings and reviews from fellow travelers as well as photos. The app also includes maps of the various airports and terminals.Since the app’s release, there have been over 15,000 reviews and 2,500 photos submitted via the application. GateGuru is a free application. The primary business model for GateGuru currently is working with airport retailers to drive users into stores (ie location-based advertising). We are currently working with ten of the largest airport retailers on a pilot program, giving exclusive deals to GateGuru users.Despite only launching two weeks ago, the pilot program to date has been a smashing success.We are also working with larger brands on a sponsorship basis. Right now, JetBlue is running a very innovative contest whereby the leaders of the GateGuru leaderboard get free tickets (on a national level) or $100 travel certificates (on a regional level).Tags:#listening#mobile#foodbev#jessica
SLIDE 1 out of 2Strategy: Leverage quality SAP content in pull marketing efforts on Facebook, Outbrain, StumbleUpon, and LinkedInObjectives:Generate awareness of SAP Business Onewithin the Small to Medium Size Business sectorPull traffic to owned SAP channels and credible3rd party content related to SAP Business One Establish baselines and gain insights into theresults and potential of pull marketingCampaign Platform InsightsAll assets utilized Broad Small Business and Precise Targeting (i.e. Procurement Manager, Financial Management, Business Owner)Precise Targeting saw 38% higher CTR and 52% more clicks than broad targeting Although earned content only comprised of 6% of all assets, it drove 29% of clicks on FacebookBranded copy on average had a 19% lower CTR on Facebook than un-branded copyBased on % of clicks, Americans showed more interest in ads related to mobile access features
Slide 2 out of 2 *TheNet Adopter Ratio is calculated by [(Likes – Dislikes) / Total Views]Measures the level of engagement that content spurs within usersHighly entertaining, informative, or insightful content will promote a higher Net Adopter Ratio*The Share Ratio is calculated by (Free Stumbles / Total Views) Free Stumbles occur when users in StumbleUpon share a link with a user, or send it to other social network (such as Facebook or Twitter)The Share Ratio represents the percentage of views that were free for a particular asset
http://www.iab.net/media/file/DigitalAttributionComesOfAge.pdfForty-four percent of interactive marketers don’t currently use any form of attribution to assign credit to contacts, channels, or partners. T
Image Source: http://blog.tagman.com/wp-content/uploads/2011/10/attribution.pngInspired by article written by IBMer Brad Terrell: http://www.clickz.com/clickz/column/2189700/algorithmic-attribution-easy-doing
30% (top box other than NONE) cite their approach to attribution analysis as First/ Last Event approach. Source here: http://www.iab.net/media/file/DigitalAttributionComesOfAge.pdf
Huge proliferation of digital devices creates a “digital exhaust trail” of online human activity that needs to be captured and analyzed. In addition, there is a convergence of social events and mobile devices combined with location awareness, and a shift to behavior-based targeting, driving the need for fairly sophisticated analytics over large volumes of complex data. Developing a holistic view and being able to integrate click-stream and transactional data is critical to maximize the value obtained from essential digital media solutions.Dealing with the volume, velocity and variety of big data is a growing challenge. The IBM big data platform works to aggregate customer information across multiple sources, including data from call centers, point-of-sale systems, websites, social media and outbound marketing campaigns. The ability to combine these disparate sources and analyze data quickly to enable more effective marketing campaigns is critical to digital media companies. In addition, the big data platform can help your organization reduce data latency, manage complexity and cost, and deliver accurate marketing results to improve return on investment (ROI)
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.).
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.
While 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.
http://blogs.intel.com/marketeer-musings/2012/06/22/the-blending-of-media/Nancy 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.
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: http://golinharris.com/#!/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.
Attribution models taking from IBM whitepaperhttp://public.dhe.ibm.com/common/ssi/ecm/en/imc14661usen/IMC14661USEN.PDF
This slide uses animation to depict old model (silo’d, no communication/ collaboration) vs. new model (cross-agency/ cross vendor collaboration and communication, all working towards singular and consistent brand experience)
http://www.web-strategist.com/blog/2010/11/05/industry-reference-the-social-business-stack-for-2011/RL- Petra mentioned this was not as applicable to Cisco; the idea is to touch on our findings in the research report around this.
Attribution models taking from IBM whitepaperhttp://public.dhe.ibm.com/common/ssi/ecm/en/imc14661usen/IMC14661USEN.PDF
Since the influence piece is obviously important to POE and to Cisco in particular, I brought in Brian’s DCJ graphic. The point here being that POE media must comprise that “virtual cycle” of brand ubiquity throughout the customer journey.
The Converged Media Imperative - DMA/IBM Webinar
1 The Converged Media Imperative: Combining Paid, Owned & Earned MediaSeptember 12, 2012IBM / DMA WebinarRebecca Lieb @lieblinkDigital Advertising & Media Analyst