Marketo Keynote: Converged Media (Paid+Owned+Earned) #MUS13

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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


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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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

advocacyawareness consideration intent purchase support loyalty

5X3X5=75

75X7=525

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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

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Digital Paid, Owned, and Earned media10

micrositescorporate blog

corporate websiteSponsored posts, adsPPC ads

Display, banner ads

Pay per post blogging


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



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


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


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 + 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


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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.

Earned Owned


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


Monterey’s Convention & Visitor’s Bureau, SeeMonterey, leverages paid tweets to drive engagement and content


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.


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


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


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


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

© 2013 Altimeter Group© 2013 Altimeter Group

Converged Media Success Criteria


Altimeter identifies 11 criteria to successful converged media deployment

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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.


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.”


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Workflow:

Coordinating Paid + Owned + Earned


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

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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


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


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.


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


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


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


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


And then the cycle repeats…40



But remember, workflows are unique to the organization41


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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.

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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


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

Marketo Keynote: Converged Media (Paid+Owned+Earned) #MUS13

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Transcript of Marketo Keynote: Converged Media (Paid+Owned+Earned) #MUS13