summit 2013 - jeremiah owyang presentation

1

April 9, 2013

Reach your Dynamic Customer

through Converged Media

@jowyang

Jeremiah Owyang

Industry Analyst

Altimeter Group

2

3000

© 2013 Altimeter Group

With so many choices, consumers are

empowered to take the most efficient

journey.

Dynamic Customer Journey 3


5 factors

5 FACTORS

3 factors

3 FACTORS

5 factors

5 FACTORS

advocacy awareness consideration intent purchase support loyalty

5X3X5=75

75X7=525

4

Converged Media Permutations


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


5 factors

5 FACTORS

3 factors

3 FACTORS

5 factors

5 FACTORS

advocacy awareness consideration intent purchase support loyalty

5X3X5=75

75X7=525

7

Converged Media Permutations


Investment in Earned and Owned increases in 2012

8

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012


A closer look into each media type

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012

9


Digital Paid, Owned, and Earned media

10

microsites

corporate blog

corporate website

Sponsored posts, ads

PPC ads

Display, banner ads

Pay per post blogging


Now, let’s define Converged Media

11

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



Creating branded ‘surround sound’: how media types influence and enable each other

12

PAID

OWNED

EARNED Drives volume

Instructs where to amplify


Brands that do not integrate paid, owned and earned media types are at a disadvantage

13

Fragmented messaging, inconsistent branding

Redundant efforts, no communication/

collaboration

Departments competing for budget

Low customer engagement/ advocacy

Convergence begins to occur in traditional media


POP QUIZ: Which media type are

Facebook and Twitter?



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


What does this look like on Facebook?

16

Owned

Paid

Earned


What does this look like on Twitter?

17

Owned

Paid

Earned


Converged Media Example: Earned + Paid

18

Bazaarvoice deploys paid advertisements

with user ratings and reviews. Microsoft

advertises with transparency; shoppers click

on the ads to learn more from their peers.

Paid Earned


19

How Brands Deploy Converged

Media



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.


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.


Monterey’s Convention & Visitor’s Bureau,

SeeMonterey, leverages paid tweets to drive

engagement and content


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.


Uniqlo partners with an unlikely online ‘influencer’ to promote flagship store opening in SF

23

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.


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.


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


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.

© 2013 Altimeter Group © 2013 Altimeter Group

Converged Media Success Criteria


Altimeter identifies 11 criteria to successful converged media deployment

28


Intel’s iQ Social Publishing an industry first for integrated media curation

29

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.


Intel among the first to reorganize… merging social media team with global media team

30

“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.”


31


Workflow:

Coordinating Paid + Owned + Earned


Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration

32



Periodic Strategic & Analysis Reporting

33

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


Content Strategy

34

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


Publication Across Channels

35

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.


Engagement

36

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


Amplification

37

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


Restructuring

38

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


Conduct in real-time to allow for

rapid iteration

Communicate progress to

company via simple reporting

• Daily wrap-ups, trend diagrams,

real-time tickers

39

Measurement a baseline requirement across all phases


And then the cycle repeats…

40



But remember, workflows are unique to the organization

41


42

We asked brands, agencies and vendors to rate the maturity of the

Converged Media space….


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.

43

3000


Reach the Dynamic Customer by Converging Media

44

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


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 Owyang

[email protected]

web-strategist.com/blog

Twitter: jowyang

@jowyang

summit 2013 - jeremiah owyang presentation

Technology

altimeter group brands

altimeter group digital

altimeter group image

altimeter group investment

altimeter group answer

altimeter group pop

owned media

converged media permutations