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!" $%&'() *+%, ,-.,-*/, $/ 0,-(& '% '(1(0-$ Paid Owned Earned What it means... beyond words BMMA Digital Academy Thursday 8 March 2012

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Earned Owned Paid media, Bought Owned Earned media. De multiples appellations mais surtout une absolue nécessité de penser différemment la façon de communiquer pour les marques et d’envisager leur relation au consommateur. L’univers de la communication digitale au sens large a bousculé les codes et les habitudes et oblige à revoir le modèle.

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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

Thursday 8 March 2012

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POE!Or how to rebrand something

that existed for a century

Thursday 8 March 2012

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Paid(space @ Jacob’s)

OwnedCoke machine

Earnedenthusiastic consumers

and bartenders

Thursday 8 March 2012

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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

Thursday 8 March 2012

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Technology accelerates

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

Thursday 8 March 2012

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Technology has given a wonderful opportunity for self expression and

endless conversations, without boundaries, free from censorship

Thursday 8 March 2012

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What means increased technology in a media environment?

Thursday 8 March 2012

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More and faster convergence

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

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Welcome in the society of appliances

Thursday 8 March 2012

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Content rather than media

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

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All (content) media getting digital

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

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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...

Thursday 8 March 2012

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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?

Thursday 8 March 2012

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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”

Thursday 8 March 2012

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

Thursday 8 March 2012

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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

Thursday 8 March 2012

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Product centric Communication

Brand driven communication

Thursday 8 March 2012

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Elite talking to the mass Masses talking to masses

Thursday 8 March 2012

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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

Thursday 8 March 2012

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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”

Thursday 8 March 2012

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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

Thursday 8 March 2012

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A new communication framework for brands

(not POE...)

Thursday 8 March 2012

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The past: a push - pull funnel

Above the lineMass MediaDirective ads

Segmented approach

POS/focused channels

PurchaseLoyalty, CRM, fertilization...

Thursday 8 March 2012

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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

Thursday 8 March 2012

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The 3 D’s: 3 levels for defining communications

Directive

Dialogue

Daily life

Thursday 8 March 2012

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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’

Thursday 8 March 2012

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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

Thursday 8 March 2012

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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

Thursday 8 March 2012

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Only brands true to themselves and transparent

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

Thursday 8 March 2012

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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)

Thursday 8 March 2012

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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...)

Thursday 8 March 2012

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And remember !

•Not product first

•Not brand first

•Not media or touchpoints first

•Not creation first

•But CONSUMERS first !!

Thursday 8 March 2012

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Why consumers first?

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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 !

Thursday 8 March 2012

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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

Thursday 8 March 2012

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A few interesting examples

Thursday 8 March 2012

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Ryanair : true to oneself

Thursday 8 March 2012

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The IdeBank case

Thursday 8 March 2012

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Ethias safe route planner

Thursday 8 March 2012

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Audi A7 Sportback

Thursday 8 March 2012

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Nivea FYI mag

Thursday 8 March 2012

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Palm Live Café

Thursday 8 March 2012

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Thursday 8 March 2012

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Thank you

Thursday 8 March 2012