Paper [r]evolution in a world of friends, fans & followers

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Media Evolution or Media Revolution? Paper [r]evolution in a world full of friends, fans & followers 2012/11/15 Christophe Mottint
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    19-Oct-2014
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"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".

Transcript of Paper [r]evolution in a world of friends, fans & followers

Slide 1

Media Evolution or Media Revolution?

Paper [r]evolution in a world full of friends, fans & followers

2012/11/15 Christophe Mottint

Agenda

The world is changing or the place of the customer within this media (r)evolution

Media dynamic and conversation: 2 cases brought by bpost

Paper evolution in this world full of friends, fans & followers or the letterbox media as a key actor to bring relevancy to consumers

Paper revolution or how to build a new technology-driven communication tool

Conclusions

2

The world is changing

or the place of the customer within this media (r)evolution

Sources: Dreams&Fears Herman Toch 4

More and more, consumer is looking for a conversation

Consumer is looking for a partner who can help him

Customer needs to establish a dialogue with a brand, to discover how they can help each other

Sources: Culture of future (US), Meerwaarde-marketing choco (B) 5

You are exposed to a brand through the following :

... that creates a new media dynamic

Paid Media Owned Media Earned Media

What the Brand Says What the Brand Does What is being said about the Brand

Brand attention impact Brand engagement platform

Conversations

Opinions of friends and family, word of mouth

Opinions of surfers(blogs, forums, community

networks, etc ...)

Press coverage

Advertising in media (TV, Internet, Radio,

outdoor, print)

(e-)mailings

Promotional gifts, trade fairs

Sponsored events

Web Site, facebook page of the brand

Point of sale

Catalogue or magazineof the brand

6

Media dynamic & conversation

2 cases brought by bpost

Our recent TV spot has generated some conversation

8

Ask visualNele

1 2Case

Bonding

Att

en

tio

n

COMM. VALUE

Attention & bonding grid

IDEAL

ADVERTISING

ONLY

ENTERTAINING

MISSED

OPPORTUNITY

FAILED

ADVERTISING

The ad can be described as ideal advertising. The ad had a lot of

attention and succeeded in creating a bond with the viewer.

Benchmark

Min Attention = 16

Max Attention = 22

Min Bonding = 21

Max Bonding = 35

... quite clasical, from our social media

Positive (63.3%) Negative (21.3%)

Neutral: 15.4%

9

1 2Case

Quantitative Post test results: The ad has a high likeability, 85% of the Belgians like the ad, of which almost 60% really like the ad.

but also in a more unexpected way with a parody

10

1 2Case

and with letters straight from the heart!

11

1 2Case

Social media: a clear strategy and ambition

12

1 2Case

Become trend-setter in Belgium as conversation company by:

Implementing a strategy based on 5 pillars

Defining and respecting SLA

CUSTOMER CARELight

MONITORING100%

PUBLISHING

eREPUTATIONMANAGEMENT

UPSTREAM INFORMATION

to become best in class

13

15 Belgian companies tested with 3

types of interactions :

Mention of the brand

Direct question on official channel

Complaint on official channel

We monitored: reaction speed, type

and quality of answer

bpost is best in class with 100%

of questions answered and is often

the fastest

Next step will be to implement

personalised support

1 2Case

One example

Process:

Mention is made by consumer

In a few minutes bpostpublishes a structured answerwith a next step

Reaction from consumer is often very positive and results in a tweet seen by all contacts

Learnings:

Mentions implicit support demands are the best opportunities for long-term ambassadorship

Public answers create positivevisibility for our reactiveness

Such a process is only possible with 100% real-time monitoring

1 2Case

Paper evolution in this world full of friends, fans & followers

or the letterbox media as a key actor to bring relevancy to consumers

While most media are overloaded, DM still gets a lot of attentionWeekly number of advertising messages per capita

SOURCE: Mindshare - Henley Centre (and TNS Media & Post survey)

3,000messages/week

52 get your attention

4 kept in mind positively 200 TV ads

150 radio ads

1000s of ambient

ads ...

20 e-mail ads

3 cinema ads

3+ DM pieces

400 press ads/inserts

350+ out-door ads

17

Two thirds of Belgian consumers look forward to the mail moment

Hurry to empty

the letter box

61%

Always curious

whats in their mail

69%

Enjoy looking through

their mail

61%

Sources: Market Probe, 2011 18

Addressed DM remains the preferred advertising medium

Overall, which media do you like the most for advertising messages?

31%

23%

13%

7%

5%

4%

3%

Addressed DM

Unaddressed DM

TV

Press

Email

Internet

Radio

Sources: Market Probe, 2011

In het algemeen, via welk medium ontvangt u het liefst reclame?De manire gnrale, sur quel mdia prfrez-vous la publicit ?

19

Even young people prefer DM as instrument of interaction

20

29

21

10

7

7

4

Internet

TV

Addressed DM

Email

Press

Radio

20

Percentage of digital natives (