SOCIAL  ADVERTISING  IN  2011  The  role  of  paid,  owned  and  earned  media  and  what  that  media  mix,  in  digital,  could  and  should  be.  

Jez  JoweJ,  Global  Social  Media  Director,  #Jezmond  

Jez Jowett, Global Director���Cake, Havas Sports & Entertainment. ���14 years being all things digital..

PAID

EARNED

OWNED

300+ Campaigns. 1.5bn views / engagements.

Today, we’re going to look at how the eco-system has changed dramatically, as brands are having to

evolve, and play catch up to where consumers actually spending their time (money and influence)

Time spent on social networks and their influence (reading, watching sharing) pre 2003 (or 2005)

Time spent on social networks and their influence (reading, watching sharing) in 2010

Brands are still slow to invest the same amount of spend, for the same amount of time and influence

Time. Influence and spend in 2010

KEY COMPONENTS DE-CONSTRUCTED

AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS.

SOCIAL & DIGITAL

DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES

Source: Forrester Research

DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES  

BRAND  PAYS  TO  LEVERAGE  A  CHANNEL  

DISPLAY  ADS,  TAKEOVERS,  

SPONSORSHIPS,  PAID  SEARCH.      

KICK  START  AND  FEED  OWNED  AND  EARNED  

MEDIA  

THE  KNOWN,  IMMEDIACY,  SCALE,  

CONTROL  

CLUTTER,  LOW  CREDIBILITY,  LOW  RESPONSE  RATES,  

EXPENSIVE    

DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES  

CHANNEL  A  BRAND  CONTROLS  /  HAS  REGISTERED  

WEBSITE,  MICROSITE,  BLOG,  TWITTER,  

FACEBOOK,  MYSPACE,  YOUTUBE,  LINKEDIN    

RELATIONSHIP  WITH  EXISTING  AND  POTENTIAL  CUSTOMERS    

CONTROL,  COST  EFFICIENCY,  LONGEVITY,    

LEADS.  

COMPANY  COMMS  UN-­‐TRUSTED,  ROLES  AND  RESPONSIBILITIES,  

TAKES  TIME  TO  SCALE  

DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES  

CUSTOMERS  BECOME  THE  CHANNEL  

WOM,  SHARE,    LIKE,  RATE,    RE-­‐TWEET,    FORWARD,  

CREATE  CONTENT  &    CONVERSATIONS  WORTH  SHARING.  

MOST  CREDIBLE,  MOST  INFLUENTIAL,  

MOST  COST  EFFICIENT,  LONGEVITY  

NO  CONTROL,    NEG  &  POSITIVE,    MEASURABILITY.  

DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES  

BRAND  PAYS  TO  LEVERAGE  A  CHANNEL  

DISPLAY  ADS,  TAKEOVERS,  

SPONSORSHIPS,  PAID  SEARCH.      

AMPLIFY    OWNED  AND  EARNED  MEDIA  (KICK  

START  IF  APP.)  

THE  KNOWN,  IMMEDIACY,  SCALE,  

CONTROL  

CLUTTER,  LOW  CREDIBILITY,  LOW  RESPONSE  RATES,  

EXPENSIVE    

DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES  

CHANNEL  A  BRAND  CONTROLS  /  HAS  REGISTERED  

WEBSITE,  MICROSITE,  BLOG,  TWITTER,  

FACEBOOK,  MYSPACE,  YOUTUBE,  LINKEDIN    

RELATIONSHIP  WITH  EXISTING  AND  POTENTIAL  CUSTOMERS    

CONTROL,  COST  EFFICIENCY,  LONGEVITY,    

LEADS.  

COMPANY  COMMS  UN-­‐TRUSTED,  ROLES  AND  RESPONSIBILITIES,  

TAKES  TIME  TO  SCALE  

DEFINITION   EXAMPLES   ROLE   BENEFITS   CHALLENGES  

CUSTOMERS  BECOME  THE  CHANNEL  

WOM,  SHARE,    LIKE,  RATE,    RE-­‐TWEET,    

FORWARD,  POST,  BLOG.  

CREATE  CONTENT  &    CONVERSATIONS  WORTH  SHARING.  

MOST  CREDIBLE,  MOST  INFLUENTIAL,  

MOST  COST  EFFICIENT,  LONGEVITY  

NO  CONTROL,    NEG  &  POSITIVE,    MEASURABILITY  ?  

Source: Forrester Research

MEDIA BUYING PATTERNS , ‘THE NORM’

Pre Launch Launch Post Launch time

spend

THE PROBLEM:

Pre Launch Launch Post Launch time

spend

THE SOCIAL MEDIA ECO-SYSTEM CURRENTLY LOOK LIKE THIS….

Special thanks to Dave Fleet for his take on the eco-system that I have adapted. www.davefleet.com

Major & minor social networks

Corporate social media profiles (owned media)

Mainstream media & blogs (earned media)

Advertising (paid media)

SOCIAL MEDI A ECOSYSTEM

Adapted: Dave Fleet

Step by step, hubs and spokes…..

Major & minor social networks

Corporate social media profiles (owned media)

Mainstream media & blogs (earned media)

Advertising (paid media)

SOCIAL MEDI A ECOSYSTEM (OWNED)

Major & minor social networks

Corporate social media profiles (owned media) Adapted: Dave Fleet

SOCIAL MEDI A ECOSYSTEM (EARNED)

Major & minor social networks

Mainstream media & blogs (earned media) Adapted: Dave Fleet

SOCIAL MEDI A ECOSYSTEM (PAID)

Major & minor social networks

Advertising (paid media)

Adapted: Dave Fleet

SOCIAL MEDI A ECOSYSTEM

Adapted: Dave Fleet

Major & minor social networks

Corporate social media profiles (owned media)

Mainstream media & blogs (earned media)

Advertising (paid media)

IMPORTANT TAKE-OUTS

Content and conversations fizzing around the eco-system case studies

O, E, P : Pam Ann & British Airways

O, E, P : Tippex

O, E, P : Nespresso

British Airways and Pam Ann - Own Media

•  Internal stakeholders approval

•  Internal ECRM and media

•  Casting Call - intranet

•  BA News Feature

•  Finalists selected - all owned media

•  The Making Of - YouTube

•  Cast & Crew Premiere

•  E-mail and social media distribution

•  Pam Ann owned media

RESULTS : 4m views (8 weeks), 42% Own Media.

http://www.youtube.com/watch?v=vtplCJIN-kI

CONCLUSIONS AND CHALLENGES

Pre Launch Launch Post Launch

“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Really, in every scenario ?

Pre Launch Launch Post Launch

“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario?

A: In most scenarios where trust is important!

time

spend

Pre Launch Launch Post Launch

“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario?

A: In most scenarios where trust is important!

time

spend

Source: Society of Digital agencies (SoDA) and AnswerLab 2011 Digital Marketing outlook” provided to eMarketer , Feb 9, 2011!

“OWN MEDIA IS UNDER USED, AND A WASTED ASSET” Resourcing ? Clarity ?

“EARNED MEDIA CAN REACH MILLIONS & BILLIONS” But can it be proven ? What’s ROI of social media ?

“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned?

Pre Launch Launch Post Launch time

“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? A: yes!