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Social Advertising in 2011
The role of paid, owned and earned media and what the media mix, in digital, could be.
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Jez Jowett, Global DirectorCake, Havas Sports & Entertainment.14 years being all things digital. #jezmond.
Display & Media. Display & Media. Search. Mobile. Search. Mobile.
Affiliates. Networks.Affiliates. Networks.
Havas & Agency.comHavas & Agency.com
Viral MarketingViral MarketingBlogger OutreachBlogger Outreach
Influencer MarketingInfluencer MarketingCommunity ManagementCommunity ManagementReputation ManagementReputation Management
Micro PublishingMicro PublishingPromotionsPromotionsPartnershipsPartnerships
Buzz MonitoringBuzz Monitoring
CAKE (12 years)CAKE (12 years)
Why Didn’t They? BlogWhy Didn’t They? BlogA New Life in Italy BlogA New Life in Italy Blog
Jezmond tweets.Jezmond tweets.Jezmondo YouTube.Jezmondo YouTube.Jezmond Delicio.usJezmond Delicio.usEatmail.TV & ERCM.Eatmail.TV & ERCM.
Vinspired.comVinspired.com
CMO.CMO.Consultant.Consultant.
PAID
EARNED
OWNED
300+ Campaigns.1.5bn views /
engagements.
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Today, we’re going to look at how the eco-system has changed dramatically, as brands are having to evolve, and play catch up to where consumers
actually spending their time (money and influence)
News & News & Mainstream Mainstream
SitesSites
Social Social Networks Networks
Time spent on social networks and their influence (reading, watching sharing) pre
2003 (or 2005)
Brand Brand SitesSites
News & News & Mainstream Mainstream
SitesSites(paid)(paid)
Social NetworksSocial Networks and SM tools and SM tools (Earned / free)(Earned / free)
Time spent on social networks and their influence (reading, watching
sharing) in 2010
Brand SitesBrand Sites(owned)(owned)
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KEY COMPONENTS DE-CONSTRUCTED
PAIDPAID OWNEDOWNED EARNEDEARNED
AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS.
PAIDPAIDOWNEOWNE
DD
EARNEDEARNED EARNEDEARNED OWNEOWNEDD
EARNEEARNEDD PAIDPAID
OWNEDOWNED
SOCIAL & DIGITAL
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DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES
PAIDPAID
OWNEDOWNED
EARNEDEARNED
Source: Forrester Research
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PAIDPAIDPAIDPAID
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
BRAND PAYS TO LEVERAGE A CHANNEL
DISPLAY ADS, TAKEOVERS,
SPONSORSHIPS, PAID SEARCH.
KICK START AND FEED OWNED AND EARNED
MEDIA
THE KNOWN, IMMEDIACY, SCALE,
CONTROL
CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES,
EXPENSIVE
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OWNEDOWNEDOWNEDOWNED
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
CHANNEL A BRAND CONTROLS / HAS
REGISTERED
WEBSITE, MICROSITE, BLOG, TWITTER,
FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN
RELATIONSHIP WITH EXISTING AND
POTENTIAL CUSTOMERS
CONTROL, COST EFFICIENCY, LONGEVITY,
LEADS.
COMPANY COMMS UN-TRUSTED, ROLES AND
RESPONSIBILITIES, TAKES TIME TO SCALE
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EARNEDEARNEDEARNEDEARNED
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
CUSTOMERS BECOME THE CHANNEL
WOM, SHARE, LIKE, RATE, RE-TWEET, FORWARD,
CREATE CONTENT & CONVERSATIONS WORTH SHARING.
MOST CREDIBLE,MOST INFLUENTIAL,
MOST COST EFFICIENT, LONGEVITY
NO CONTROL, NEG & POSITIVE, MEASURABILITY.
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PAIDPAIDPAIDPAID
OWNEDOWNEDOWNEDOWNED
EARNEDEARNEDEARNEDEARNED
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
BRAND PAYS TO LEVERAGE A CHANNEL
DISPLAY ADS, TAKEOVERS,
SPONSORSHIPS, PAID SEARCH.
AMPLIFY OWNED AND EARNED MEDIA (KICK
START IF APP.)
THE KNOWN, IMMEDIACY, SCALE,
CONTROL
CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES,
EXPENSIVE
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
CHANNEL A BRAND CONTROLS / HAS
REGISTERED
WEBSITE, MICROSITE, BLOG, TWITTER,
FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN
RELATIONSHIP WITH EXISTING AND
POTENTIAL CUSTOMERS
CONTROL, COST EFFICIENCY, LONGEVITY,
LEADS.
COMPANY COMMS UN-TRUSTED, ROLES AND
RESPONSIBILITIES, TAKES TIME TO SCALE
DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES
CUSTOMERS BECOME THE CHANNEL
WOM, SHARE, LIKE, RATE, RE-TWEET,
FORWARD, POST, BLOG.
CREATE CONTENT & CONVERSATIONS WORTH SHARING.
MOST CREDIBLE,MOST INFLUENTIAL,
MOST COST EFFICIENT, LONGEVITY
NO CONTROL, NEG & POSITIVE, MEASURABILITY ?
Source: Forrester Research
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To DATE, THIS HAS BEEN THE MEDIA MIX THAT IS APPLIED TO MOST CAMPAIGNS
Pre Launch Launch Post Launchtime
spend
BLOGSBLOGS
BUZZBUZZ
MICRO SITESMICRO SITES
TEASERSTEASERS
DISPLAYDISPLAY
MEDIAMEDIA
SEOSEO
PRPR
BLOGSBLOGS
BUZZBUZZ
VIRALVIRAL
INFLUENCERINFLUENCER
MICRO SITESMICRO SITES
E-CRME-CRM
INTRANETINTRANET
COMMUNITYCOMMUNITY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
SEOSEO
PROMO’SPROMO’S
NETWORKSNETWORKS
BLOGSBLOGS
INFLUENCERINFLUENCER
MICRO SITESMICRO SITES
ECRMECRM SEO / SEMSEO / SEM
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THE PROBLEM:
Pre Launch Launch Post Launchtime
spend
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THE SOCIAL MEDIA ECO-SYSTEM CURRENTLY LOOK LIKE THIS….
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FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
ADSADS ADSADSADSADS ADSADS
ACCOUNTACCOUNT CHANNELCHANNEL
PAGEPAGEPAGEPAGE
News News sitessites
Blog Blog NetworNetwor
ksks
FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
News News sitessites
blogblogss
blogblogss
Blog Blog NetworNetwor
ksks
FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
ACCOUNTACCOUNT CHANNELCHANNEL
PAGEPAGEPAGEPAGE
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
ADSADS
ADSADS
ADSADS ADSADS
ADSADS
ADSADS ADSADS
ADSADS
ADSADS
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
ADSADS ADSADS ADSADS ADSADS
ADSADS
Major & minor social networks
Corporate social media
profiles (owned media)
Mainstream media &
blogs(earned media)
Advertising(paid media)
SOCIAL MEDI A ECOSYSTEM
Adapted: Dave Fleet
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Step by step, hubs and spokes…..
Major & minor social networks
Corporate social media
profiles (owned media)
Mainstream media &
blogs(earned media)
Advertising(paid media)
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FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
ACCOUNTACCOUNT CHANNELCHANNEL
PAGEPAGEPAGEPAGE
SOCIAL MEDI A ECOSYSTEM (OWNED)
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
Major & minor social networks
Corporate social media
profiles (owned media) Adapted: Dave Fleet
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FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
SOCIAL MEDI A ECOSYSTEM (EARNED)
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
News News sitessites
blogblogss
MSNMSN
Blog Blog NetworNetwor
ksks
Major & minor social networks
Mainstream media &
blogs(earned media)
Adapted: Dave Fleet
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FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
SOCIAL MEDI A ECOSYSTEM (PAID)
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
ADSADS ADSADS
ADSADS ADSADS
ADSADS
ADSADS
ADSADS ADSADS
ADSADS
ADSADS ADSADS
ADSADS
ACCOUNTACCOUNT CHANNELCHANNEL
PAGEPAGEPAGEPAGE
News News sitessites
Blog Blog NetworNetwor
ksksADSADS
ADSADS
Major & minor social networks
Advertising(paid media)
Adapted: Dave Fleet
MSNMSN
ADSADS
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FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
ADSADS ADSADSADSADS ADSADS
ACCOUNTACCOUNT CHANNELCHANNEL
PAGEPAGEPAGEPAGE
News News sitessites
Blog Blog NetworNetwor
ksks
FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
News News sitessites
blogblogss
Blog Blog NetworNetwor
ksks
FacebookFacebook
TwitterTwitter
MySpace/MySpace/OrkutOrkut
YouTubeYouTube
LinkedLinkedinin
FlickrFlickr
DeliciDeliciousous
OtherOther
ACCOUNTACCOUNT CHANNELCHANNEL
PAGEPAGEPAGEPAGE
CORPORATECORPORATEWEBSITEWEBSITE
SOCIAL SOCIAL MEDIA HUBMEDIA HUB
ADSADS
ADSADS
ADSADS ADSADS
ADSADS
ADSADS ADSADS
ADSADS
ADSADS
MY PAGEMY PAGE MY PAGEMY PAGE
MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT
ADSADS ADSADS ADSADS ADSADS
ADSADS
SOCIAL MEDI A ECOSYSTEM
Adapted: Dave Fleet
Major & minor social networks
Corporate social media
profiles (owned media)
Mainstream media &
blogs(earned media)
Advertising(paid media)
MSNMSN
ADSADS
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IMPORTANT TAKE-OUTS
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Content and conversations fizzing around the eco-system
case studies
O, E, P : Pam Ann & British Airways
O, E, P : Tippex
O, E, P : Nespresso
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British Airways and Pam Ann - Own Media
• Internal stakeholders approval
• Internal ECRM and media
• Casting Call - intranet
• BA News Feature
• Finalists selected - all owned media
• The Making Of - YouTube
• Cast & Crew Premiere
• E-mail and social media distribution
• Pam Ann owned mediaRESULTS : 4m views (8 weeks), 42% Own Media.
http://www.youtube.com/watch?v=vtplCJIN-kI
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CONCLUSIONS AND CHALLENGES
1 1
2 2
3 3
3 3
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Pre Launch Launch Post Launch
BLOGSBLOGS
BUZZBUZZ
MICRO SITESMICRO SITES
TEASERSTEASERS
DISPLAYDISPLAY
MEDIAMEDIA
SEOSEO
PRPR
BLOGSBLOGS
BUZZBUZZ
VIRALVIRAL
INFLUENCERINFLUENCER
MICRO SITESMICRO SITES
E-CRME-CRM
INTRANETINTRANET
COMMUNITYCOMMUNITY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
SEOSEO
PROMO’SPROMO’S
NETWORKSNETWORKS
BLOGSBLOGS
INFLUENCERINFLUENCER
MICRO SITESMICRO SITES
ECRMECRM SEO / SEMSEO / SEM
“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “
Really, in every scenario ?
1 1
NOT THIS WAYNOT THIS WAY
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Pre Launch Launch Post Launch
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
MICRO SITESMICRO SITES
LIBRARYLIBRARY
INTRANETINTRANET
VIDEOVIDEO
TEASERTEASER
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
DISPLAYDISPLAYMEDIAMEDIASEOSEO
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
SEOSEO
PARTNERSPARTNERS
PROMOTEDPROMOTED
MICRO SITESMICRO SITES
E-CRME-CRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
BLOGSBLOGS
INFLUENCERINFLUENCER
SEOSEO
MICRO SITESMICRO SITES
ECRMECRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
LIBRARYLIBRARY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
PROMO’SPROMO’S
NETWORKSNETWORKS
ECRMECRM
1 1 “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “
Q: Really, in every scenario? A: In most scenarios where trust is important!
time
spend
PPOO EE
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
NETWORKSNETWORKS
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Pre Launch Launch Post Launch
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
MICRO SITESMICRO SITES
LIBRARYLIBRARY
INTRANETINTRANET
VIDEOVIDEO
TEASERTEASER
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
DISPLAYDISPLAYMEDIAMEDIASEOSEO
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
SEOSEO
PARTNERSPARTNERS
PROMOTEDPROMOTED
MICRO SITESMICRO SITES
E-CRME-CRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
BLOGSBLOGS
INFLUENCERINFLUENCER
SEOSEO
MICRO SITESMICRO SITES
ECRMECRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
LIBRARYLIBRARY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
PROMO’SPROMO’S
NETWORKSNETWORKS
ECRMECRM
1 1 “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “
Q: Really, in every scenario? A: In most scenarios where trust is important!
time
spend
PPOO EE
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
NETWORKSNETWORKS
PAIDPAID(traditional)(traditional)
PAIDPAID(traditional)(traditional) 14% will increase spend in traditional paid media14% will increase spend in traditional paid media14% will increase spend in traditional paid media14% will increase spend in traditional paid media
PAIDPAID(digital)(digital)
PAIDPAID(digital)(digital) 58% will increase spend in digital paid media58% will increase spend in digital paid media58% will increase spend in digital paid media58% will increase spend in digital paid media
EARNEDEARNED(digital)(digital)
EARNEDEARNED(digital)(digital) 61% will increase spend in unpaid / earned media61% will increase spend in unpaid / earned media61% will increase spend in unpaid / earned media61% will increase spend in unpaid / earned media
Source: Society of Digital agencies (SoDA) and AnswerLab 2011 Digital Marketing outlook” provided to eMarketer , Feb 9, 2011
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22“OWN MEDIA IS UNDER USED, AND A WASTED
ASSET”Resourcing ? Clarity ?
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33 “EARNED MEDIA CAN REACH MILLIONS & BILLIONS”But can it be proven ? What’s ROI of social media ?
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44“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe
POWERED”Should every paid, have earned and owned?
Pre Launch Launch Post Launch
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
MICRO SITESMICRO SITES
LIBRARYLIBRARY
INTRANETINTRANET
VIDEOVIDEO
TEASERTEASER
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
DISPLAYDISPLAYMEDIAMEDIASEOSEO
BLOGSBLOGS
BUZZBUZZ
INFLUENCERINFLUENCER
VIRALVIRAL
PRPR
SEOSEO
PARTNERSPARTNERS
PROMOTEDPROMOTED
MICRO SITESMICRO SITES
E-CRME-CRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
NETWORKSNETWORKSBLOGSBLOGS
INFLUENCERINFLUENCER
SEOSEO
MICRO SITESMICRO SITES
ECRMECRM
PARTNERSPARTNERS
COMMUNITYCOMMUNITY
LIBRARYLIBRARYtime
SAVINGSAVING
DISPLAYDISPLAY
MEDIAMEDIA
SEMSEM
PROMO’SPROMO’S
NETWORKSNETWORKS
ECRMECRM
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44“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe
POWERED”Should every paid, have earned and owned? A: yes!
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