SME Breakfast Seminar - Achieving Successful Reporting Projects
Converged Media Breakfast Seminar - November 2013
-
Upload
fivebyfive -
Category
Marketing
-
view
772 -
download
2
description
Transcript of Converged Media Breakfast Seminar - November 2013
![Page 1: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/1.jpg)
ConvergedMedia
ConvergedMedia
Source: Flickr.com @Iain Husbands
Based on the great report by Altimeter Group:‘The Converged Media Imperative’
![Page 2: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/2.jpg)
Source: http://www.flickr.com/photos/jdlasica/
Technology
![Page 3: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/3.jpg)
Source: http://www.flickr.com/photos/jdlasica/
“A revolution doesn’t happen
when society adopts new tools,
...it happens when society
adopts new attitudes and
behaviours”
Clay ShirkyProfessor NYU
Connected People
![Page 4: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/4.jpg)
• Connected• Media fragmented• Sharing• Marketing savvy• Influenced by peers• Powerful
Connected People
![Page 5: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/5.jpg)
Conventional marketing funnel
ConsiderDiscover Evaluate LoyaltyBuy
Previous traditional channels
• TV • Press • In Store • In Store • Direct Mail
![Page 6: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/6.jpg)
Integrated Marketing Communications
TV Concept
Digital
Matching Luggage Campaigns
OutdoorDirect Mail
PR Sampling
![Page 7: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/7.jpg)
New consumer journey
ConsiderDiscover Evaluate LoyaltyBuy Advocacy
Previous traditional channels
New digital media
• TV • Press • In Store • In Store • Direct Mail
• N/A
• Social • Search • 3rd Party Reviews
• Website• Mobile
apps• Social
• sCRM• Social
• Social
![Page 8: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/8.jpg)
Source: http://www.flickr.com/photos/jdlasica/
Connected People
Consumers expect a seamless and a consistent experience of the brand wherever and whenever
they encounter it
![Page 9: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/9.jpg)
PONBE
We are generally familiar with the distinct media channels
•Paid Media – TV ads, sponsorship, banner ads, experiential activations•Owned Media – websites, blogs•Networked Media – press and media relations•Borrowed Media – Facebook, Twitter,
•Earned Media – Word of mouth, reviews, sharing
![Page 10: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/10.jpg)
New Era
We as marketers have the opportunity to deploy all
forms of media across what we now term as ‘converged
media’
![Page 11: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/11.jpg)
Converged Media
Converged media, is simply two or more channels combined to tell the brand story
PAID
OWNED NETWORKED
BORROWED
![Page 12: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/12.jpg)
Good converged media strategy means the end user
wants to consume and partake, meanwhile the brand
is getting the benefit of unobtrusive advertising.
![Page 13: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/13.jpg)
Paid + Borrowed + Earned
Volvo – YouTube Masthead
![Page 14: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/14.jpg)
Paid + Owned + Borrowed
http://vimeo.com/70797201
Olay – Wow Eyes Times Square
![Page 15: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/15.jpg)
Paid + Borrowed + Earned
http://www.youtube.com/watch?v=5k1fvMmfJxs
#LetsEatTogether Coca-Cola Live Tweets
![Page 16: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/16.jpg)
Paid + Borrowed + Earned
GAP – Back to Blue, Tumblr
![Page 18: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/18.jpg)
Paid + Networked
Source: http://nativeadvertising.com/#/leaderboard
![Page 19: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/19.jpg)
Owned + Borrowed + Earned
BA – #racetheplane
![Page 20: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/20.jpg)
You’re already using it!
FacebookPaidOwned Networked
![Page 21: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/21.jpg)
You’re already using it!
Twitter Paid
Owned
Networked
![Page 22: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/22.jpg)
Marketing reality
![Page 23: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/23.jpg)
How Budgets Are Being Spent
Source: Seven.co.uk/research/convergedmedia
![Page 24: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/24.jpg)
Challenge for brands & agencies
![Page 25: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/25.jpg)
Integrated Marketing Communications 2.0
Concept
Media Neutral Planning
Paid Media
Owned Media
Network Media
BorrowedMedia
![Page 26: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/26.jpg)
Be flexible and agile in planning
Thanks to Made by Many and David Armano
![Page 27: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/27.jpg)
Paid media supports
Source: Classic Cool Kid
![Page 28: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/28.jpg)
Content
![Page 29: Converged Media Breakfast Seminar - November 2013](https://reader035.fdocuments.us/reader035/viewer/2022062613/5456a43caf7959795d8b4d34/html5/thumbnails/29.jpg)
Thank you