Paid vs Earned Media
Graham Brown
mobileYouth
Customers are the brand
#32
Graham Brown
mobileYouth
How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth
Youth don’t wake up thinking about
your brands anymore
#33
Graham Brown
mobileYouth
Youth Attention
Price 1970
Youth Attention
Price 1990
Youth Attention
Price 2010
The rising cost of youth attention
As dem...
Everywhere, youth attention is in demand
When they stop paying attention
We turn up the volume
We find new ways to interru...
There are many reasons why a whole generation is growing up
distrusting the validity of mainstream media
Graham Brown
mobi...
In youth marketing
attention is your biggest cost
#35
Graham Brown
mobileYouth
You can’t buy youth trust and attention anymore
…you have to earn it
#36
Graham Brown
mobileYouth
Attention is just an invitation not the end game
It’s an invitation to create context and meaning
It’s an invitation to he...
Brands aren’t defined by
marketing departments but by
everyday conversations
between customers.
Marketing departments can
...
#38 Advertising agencies aren’t dead
…but the ad model is
The whole model was built in an era when
youth trust and attenti...
Agencies have little meaningful
control over the touch points that
happen on a daily basis between
youth and the brand
Sin...
Youth media habits and lifestyles today
are so diverse that a brand alone
cannot stay relevant through
a centralized model...
We live in an Age of Discovery
where brands are defined not by
and features agencies accentuate
but by what youth can disc...
Youth mobile app usage is a social process
Youth are more likely to use mobile apps when together
Discovery, too, is often...
Advertising used to fulfil a key social function – to
create social currency. Ads created
conversations. Ads set trends an...
Today, brand awareness or “top of mind”
research means nothing.
When was the last time you bought a Cadillac?
#43
Graham B...
Advertising has become like sex
…only losers are paying for it
#44
Graham Brown
mobileYouth
What youth say is
now more important
than what
advertising agencies
say
#45
Graham Brown
mobileYouth
Customers are the best educators,
best service center, product developers
marketers and sales force
You just need to give ...
Every youth with a mobile phone is a potential advertiser,
journalist, opinion former, critic, fan, customer service cente...
How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth
Kill your campaign#48
Advertising is so removed from the core business
objectives that a brand can win awards for a
campai...
Your Ideal Media Strategy:
Pay Less Earn More
#49
Graham Brown
mobileYouth
Paid vs Earned Media
Paid Media Earned Media
Approach Media buy Lines of influence
Tactics Celebrity, big idea,
sponsorshi...
Graham Brown
mobileYouth
Since 2001, mobileYouth
has been helping
companies build bridges
with the youth market.
Graham is...
How to download the slides…
www.MobileYouthReport.com/101
Graham Brown
mobileYouth
Upcoming SlideShare
Loading in …5
×

(Graham Brown mobileYouth) #Trends: Paid vs Earned Media

2,728 views

Published on

Paid vs Earned Media focuses on recommendation and word-out-mouth
part of the 101 series
http://www.mobileyouthreport.com/101

Published in: Technology, Business

(Graham Brown mobileYouth) #Trends: Paid vs Earned Media

  1. Paid vs Earned Media Graham Brown mobileYouth
  2. Customers are the brand #32 Graham Brown mobileYouth
  3. How to download the slides… www.MobileYouthReport.com/101 Graham Brown mobileYouth
  4. Youth don’t wake up thinking about your brands anymore #33 Graham Brown mobileYouth
  5. Youth Attention Price 1970 Youth Attention Price 1990 Youth Attention Price 2010 The rising cost of youth attention As demand for youth attention increases (multiple media channels, increasing number of messages) and supply (24hrs a day) remain fixed, the price increases exponentially Supplyof attention Demand 1970 Demand 1990 Demand 2010 #34 You are Here Graham Brown mobileYouth
  6. Everywhere, youth attention is in demand When they stop paying attention We turn up the volume We find new ways to interrupt them and they new ways to ignore us In this evolutionary attention race everyone loses, except the creative agencies Graham Brown mobileYouth
  7. There are many reasons why a whole generation is growing up distrusting the validity of mainstream media Graham Brown mobileYouth
  8. In youth marketing attention is your biggest cost #35 Graham Brown mobileYouth
  9. You can’t buy youth trust and attention anymore …you have to earn it #36 Graham Brown mobileYouth
  10. Attention is just an invitation not the end game It’s an invitation to create context and meaning It’s an invitation to help them connect not the meaning itself Graham Brown mobileYouth
  11. Brands aren’t defined by marketing departments but by everyday conversations between customers. Marketing departments can provide customers with the tools to help them do this but can’t control the outcomes #37 Graham Brown mobileYouth
  12. #38 Advertising agencies aren’t dead …but the ad model is The whole model was built in an era when youth trust and attention were abundant We’ve moved on but we are still selling clients on the “big idea” except this time it’s Big Idea v2.0 – new media but business as usual Graham Brown mobileYouth
  13. Agencies have little meaningful control over the touch points that happen on a daily basis between youth and the brand Single Touchpoint Multiple touchpoints #39 Graham Brown mobileYouth
  14. Youth media habits and lifestyles today are so diverse that a brand alone cannot stay relevant through a centralized model of control Relevance means letting youth take control of the conversation #40 Graham Brown mobileYouth
  15. We live in an Age of Discovery where brands are defined not by and features agencies accentuate but by what youth can discover and how brands facilitate that process what marketers say #41 Graham Brown mobileYouth
  16. Youth mobile app usage is a social process Youth are more likely to use mobile apps when together Discovery, too, is often a shared process Graham Brown mobileYouth
  17. Advertising used to fulfil a key social function – to create social currency. Ads created conversations. Ads set trends and shaped opinion. #42 Graham Brown mobileYouth
  18. Today, brand awareness or “top of mind” research means nothing. When was the last time you bought a Cadillac? #43 Graham Brown mobileYouth
  19. Advertising has become like sex …only losers are paying for it #44 Graham Brown mobileYouth
  20. What youth say is now more important than what advertising agencies say #45 Graham Brown mobileYouth
  21. Customers are the best educators, best service center, product developers marketers and sales force You just need to give them the right tools #46 Graham Brown mobileYouth
  22. Every youth with a mobile phone is a potential advertiser, journalist, opinion former, critic, fan, customer service center or brand manager #47 Graham Brown mobileYouth
  23. How to download the slides… www.MobileYouthReport.com/101 Graham Brown mobileYouth
  24. Kill your campaign#48 Advertising is so removed from the core business objectives that a brand can win awards for a campaign but still fail as a business Graham Brown mobileYouth
  25. Your Ideal Media Strategy: Pay Less Earn More #49 Graham Brown mobileYouth
  26. Paid vs Earned Media Paid Media Earned Media Approach Media buy Lines of influence Tactics Celebrity, big idea, sponsorship Co-creation, fanspotting, youthsourcing Impact Short spike Long term organic Spread 100% of market 10% beachhead Measure Awareness, top of mind Recommendation & EMIs Engagement Like the brand Love the brand Decision process Which media to buy? Which fans to engage? Graham Brown mobileYouth
  27. Graham Brown mobileYouth Since 2001, mobileYouth has been helping companies build bridges with the youth market. Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday Times Graham Brown mobileYouth
  28. How to download the slides… www.MobileYouthReport.com/101 Graham Brown mobileYouth

×