marketo keynote: converged media (paid+owned+earned) #mus13
DESCRIPTION
Jeremiah Owyang's keynote presentation to 2000 marketers in SF on how marketers must adopt Converged Media (Paid+Owned+Earned)TRANSCRIPT
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April 9, 2013
Reach your Dynamic Customer through Converged Media
@jowyang
Jeremiah OwyangIndustry AnalystAltimeter Group
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3000
© 2013 Altimeter Group
With so many choices, consumers are empowered to take the most efficient journey.
Dynamic Customer Journey3
© 2013 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacyawareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
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© 2013 Altimeter Group
Dynamic Customer Journey“How can inflexible organizations synchronize with the changing customer?”
© 2013 Altimeter Group© 2012 Altimeter Group
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/
We’re Tuning Out the Noise
© 2013 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacyawareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
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© 2013 Altimeter Group
Investment in Earned and Owned increases in 2012 8
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
© 2013 Altimeter Group
A closer look into each media type
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
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© 2013 Altimeter Group
Digital Paid, Owned, and Earned media10
micrositescorporate blog
corporate websiteSponsored posts, adsPPC ads
Display, banner ads
Pay per post blogging
© 2013 Altimeter Group
Now, let’s define Converged Media11
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
© 2013 Altimeter Group
Creating branded ‘surround sound’: how media types influence and enable each other
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PAID
OWNED
EARNED
Drives
vol
ume
to b
rand
Drives volume
Provides platformPr
ovid
es p
latfo
rm
Instructs where to amplify
Informs innovation, creative
© 2013 Altimeter Group
Brands that do not integrate paid, owned and earned media types are at a disadvantage
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Fragmented messaging, inconsistent branding
Redundant efforts, no communication/ collaboration
Departments competing for budget
Low customer engagement/ advocacy
Convergence begins to occur in traditional media
© 2013 Altimeter Group
POP QUIZ: Which media type are Facebook and Twitter?
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© 2013 Altimeter Group
Answer: all three!15
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
© 2013 Altimeter Group
What does this look like on Facebook?16
Owned
Paid
Earned
© 2013 Altimeter Group
What does this look like on Twitter?17
Owned
Paid
Earned
© 2013 Altimeter Group
Converged Media Example: Earned + Paid18
Bazaarvoice deploys paid advertisements with user ratings and reviews. Microsoft
advertises with transparency; shoppers click on the ads to learn more from their peers.
PaidEarned
© 2013 Altimeter Group
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How Brands Deploy Converged Media
© 2013 Altimeter Group
© 2013 Altimeter Group
The Original Runner Co. turned to Twitter followers to launch a new aisle runner color
The Original Runner Co, makers of fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for feedback before launching a new
runner color. Ten percent of followers engaged, and supported the
development of a hot pink runner. The company has 5 employees.
Earned Owned
© 2013 Altimeter Group
Sharpie lets its fans do the copywriting, promotes tweets as ads
Targeting teens interested in creativity and self-expression, Sharpie used Promoted Tweets. Through
Promoted Accounts, they attracted an artistic following from whose tweets were made more
Promoted Tweets. The campaign helped Sharpie increase its following by 6x at 1000 followers per day.
Earned Paid
© 2013 Altimeter Group
Monterey’s Convention & Visitor’s Bureau, SeeMonterey, leverages paid tweets to drive engagement and content
© 2013 Altimeter Group
PaidEarned
Owned
1.3M reach
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to promote fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the
contest generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey repurposed content from the campaign on their blog and other owned properties.
© 2013 Altimeter Group
Uniqlo partners with an unlikely online ‘influencer’ to promote flagship store opening in SF
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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.
PaidOwnedEarned
© 2013 Altimeter Group
How a small Milwaukee Burger joint draws a crowd (Part I)
Local Milwaukee Burger Joint, AJBombers noticed its growing Twitter following was using Foursquare more and more, so they decided to set up the elusive “Swarm” badge for the shop, earned from a gathering of 50+ Foursquare users.
AJ Bombers cross-promoted the event as a fundraiser for a Milwaukee Beer & Bratwurst part at SXSW (for which AJ Bombers was a sponsor), across Twitter, Facebook, Twtvite. Foursquare itself even tweeted the event.
OwnedEarned
PaidEarned
© 2013 Altimeter Group
And ‘swarm’ they do; AJ Bombers draws mass foot traffic, engagement (Part II)
• 100 pre sign-ups; 161 check-ins generated by the event in one day
• Hundreds of tweets generated by the event, marked increase in word of mouth
• 56 users signed up for Foursquare for the first time just to get the badge
• Biggest Foursquare check-in event in the mid-west hitherto, first “Swarm”
• Picked up by multiple media outlets
• Took only 1 week to organize the event
OwnedEarned
PaidEarned
© 2013 Altimeter Group
B2B can go viral too: Qualcomm’s Snapdragon’s Bug Circus Generator crawls across the internet
Using tiny creatures to promote a tiny product, (Snapdragon’s CPU is called
‘Scorpion’), the campaign was right on-brand… and managed to bite users
with the viral video bug attracting more than 600k views in the first few days–
now 1.2M.
Paid Earned
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Converged Media Success Criteria
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Altimeter identifies 11 criteria to successful converged media deployment
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© 2013 Altimeter Group
Intel’s iQ Social Publishing an industry first for integrated media curation
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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.
© 2013 Altimeter Group
Intel among the first to reorganize… merging social media team with global media team
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“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.”
© 2013 Altimeter Group
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© 2013 Altimeter Group
Workflow:
Coordinating Paid + Owned + Earned
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Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
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© 2013 Altimeter Group
© 2013 Altimeter Group
Periodic Strategic & Analysis Reporting33
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
© 2013 Altimeter Group
Content Strategy34
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
© 2013 Altimeter Group
Publication Across Channels35
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 collaboration tools spanning multiple teams
Growing ecosystem of tools
• CMS, Media Network Mgmt, SMMS, etc.
© 2013 Altimeter Group
Engagement36
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
© 2013 Altimeter Group
Amplification37
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
© 2013 Altimeter Group
Restructuring38
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
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Conduct in real-time to allow for rapid iteration
Communicate progress to company via simple reporting
• Daily wrap-ups, trend diagrams, real-time tickers
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Measurement a baseline requirement across all phases
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And then the cycle repeats…40
© 2013 Altimeter Group
© 2013 Altimeter Group
But remember, workflows are unique to the organization41
© 2013 Altimeter Group
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We asked brands, agencies and vendors to rate the maturity of the Converged Media space….
© 2013 Altimeter Group
Respondent Group
Average (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.
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3000
© 2013 Altimeter Group
Reach the Dynamic Customer by Converging Media44
Converged is here. Facebook and Twitter ads are proof. Those who take advantage now will have an edge.
It's 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
© 2013 Altimeter Group
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.
Jeremiah [email protected]
web-strategist.com/blog
Twitter: jowyang
@jowyang