Transcript
Page 1: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Paid Owned EarnedWhat it means... beyond words

BMMA Digital Academy

Thursday 8 March 2012

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POE!WTF?

Thursday 8 March 2012

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POE!A thing of the past

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POE!Or how to rebrand something

that existed for a century

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Paid(space @ Jacob’s)

OwnedCoke machine

Earnedenthusiastic consumers

and bartenders

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The first radio soap opera circa 1910Thursday 8 March 2012

Page 7: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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changed...... really

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Except maybe...

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Page 9: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Technology

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Technology accelerates

Moore’s Law Means More Performance (and lower prices)

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Technology has given a wonderful opportunity for self expression and

endless conversations, without boundaries, free from censorship

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What means increased technology in a media environment?

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More and faster convergence

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Welcome in the society of appliances

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Content rather than media

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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All (content) media getting digital

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

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Thursday 8 March 2012

Page 43: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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changed in the last century...

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The need to differentiate

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In order to catch the top loyal customers

No Presence

Presence

Relevance & Performance

Advantage

Bonding

I don’t know anything about it

I’ve heard about it

It’s OK

I like it

I love it

•Who are the most valuable customers?

•What do they want and what are they looking for?

•What motivates them?

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Loyalty is the key to growth

« I'm discovering the only possible pathway to growth is when you earn the enthusiastic loyalty of your core

customers so that they become Promoters. These customers act as your sales force, your marketing

organization, and your PR agency. »

Fred Reicheld, Loyalty strategist and author of “Loyalty Rules”

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So what does it mean for brands? How can they build on those new paradigms?

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“Flows” media Platforms media

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Media Brands Content platforms

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One content

Multiple channels

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Top

Down

Bottom

Up

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Page 53: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Product centric Communication

Brand driven communication

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Page 54: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Elite talking to the mass Masses talking to masses

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Our WorldMy socialnetworks

My WorldMe

“This is my brand, which you should buy”

The WorldGovernmentsCompanies

NGOs

How it used to be

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How it is now“Don’t buy that brand, buy this

one instead!”

My WorldMe

The WorldGovernmentsCompanies

NGOs

Our WorldMy socialnetworks

“This is how I feel about this brand”

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Talk to Talk amongst

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Mass Niche One-2-one Network

Brand

Brand Brand Brand

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Imposed advertising Shared content

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Advertising propagandaStorytelling

Brand experienceAuthenticity

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A new communication framework for brands

(not POE...)

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The past: a push - pull funnel

Above the lineMass MediaDirective ads

Segmented approach

POS/focused channels

PurchaseLoyalty, CRM, fertilization...

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Today: an upstream strategy

Presence in mindDeliver content and feelings

Engaging touchpoints

Contact with the brand

Relation with the brandProduct experience

Satisfaction & advocacy

Directive

Dialogue

Daily life

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The 3 D’s: 3 levels for defining communications

Directive

Dialogue

Daily life

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Directive

Street marketingSample distrib

National outdoor networks

Print media Classical ads

Passive sponsorship

TV standard ads

Shop facings and displays

Cinema commercials

Unwished web formats

Radio standard ads

Unopened docs via post boxes

Spams & sms’

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Dialogue

Ambient active sponsorship

Advertorial

Dealer contacts

Mails and emails exchanges

Search formats

events

CRM actions

One to one marketing

Targeted sponsorhip

Interactive web functions

Club membership

TV product placement Brand website

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Daily life

Experts

Portals / specialised websites

Consumerism & public information

Search engines

Product trials

Word of mouth

Product tests

Communities

Buzz effects

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Only brands true to themselves and transparent

enough will pass the “test” (except maybe ... Apple)

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Ask yourself the right questions

•Who is the most valuable consumer? (not socio-demo but attitude, behaviour...)

•What relationship do consumers have with my brand’s communications?

•How do those consumers make their decisions (remember that “everyday in the consumer’s mind is election day”)

•What is the big challenge? (a challenge, not just an objective)

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Page 70: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Ask yourself the right questions

•How will we engage consumers? (that’s where the heart of the strategy lies) The key need for an engagement platform

•Which channels will we use, when, where and how? (think of those channels that will reinforce the brand promise, not only those that have the highest reach)

•How will we make it happen? (that’s the most pragmatic part of course...)

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And remember !

•Not product first

•Not brand first

•Not media or touchpoints first

•Not creation first

•But CONSUMERS first !!

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Why consumers first?

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Page 73: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Why consumers first?

No Presence

Presence

Relevance & Performance

Advantage

Bonding

I don’t know anything about it

I’ve heard about it

It’s OK

I like it

I love it Because when consumers are more likely to recommend, it

is because they see an advantage, or when they have

a real preference (rational and / or emotional).

And that’s where the money is !

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Page 74: Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Takeaways• POE, 3D’s, or any other, are just methods to help you think

differently.

• What really matters is the consumer.

• Whatever the sector, brands must think about the value they bring to this consumer.

• Consumers increasingly consume content.

• Consumers are ready to engage with a brand when they see an advantage.

• We slightly move from the digital media to all media going digital

• Touchpoints must reinforce the promise, not just push the message

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A few interesting examples

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Ryanair : true to oneself

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The IdeBank case

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Ethias safe route planner

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Audi A7 Sportback

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Nivea FYI mag

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Palm Live Café

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Thank you

Thursday 8 March 2012


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