social advertising in 2011 with havas sports & entertainment
TRANSCRIPT
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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
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Jez Jowett, Global Director���Cake, Havas Sports & Entertainment. ���14 years being all things digital..
PAID
EARNED
OWNED
300+ Campaigns. 1.5bn views / engagements.
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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
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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
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KEY COMPONENTS DE-CONSTRUCTED
AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS.
SOCIAL & DIGITAL
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DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES
Source: Forrester Research
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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
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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
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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.
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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
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MEDIA BUYING PATTERNS , ‘THE NORM’
Pre Launch Launch Post Launch time
spend
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THE PROBLEM:
Pre Launch Launch Post Launch time
spend
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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
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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
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Step by step, hubs and spokes…..
Major & minor social networks
Corporate social media profiles (owned media)
Mainstream media & blogs (earned media)
Advertising (paid media)
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SOCIAL MEDI A ECOSYSTEM (OWNED)
Major & minor social networks
Corporate social media profiles (owned media) Adapted: Dave Fleet
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SOCIAL MEDI A ECOSYSTEM (EARNED)
Major & minor social networks
Mainstream media & blogs (earned media) Adapted: Dave Fleet
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SOCIAL MEDI A ECOSYSTEM (PAID)
Major & minor social networks
Advertising (paid media)
Adapted: Dave Fleet
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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)
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IMPORTANT TAKE-OUTS
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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
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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
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CONCLUSIONS AND CHALLENGES
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Pre Launch Launch Post Launch
“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Really, in every scenario ?
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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
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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!
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“OWN MEDIA IS UNDER USED, AND A WASTED ASSET” Resourcing ? Clarity ?
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“EARNED MEDIA CAN REACH MILLIONS & BILLIONS” But can it be proven ? What’s ROI of social media ?
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“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned?
Pre Launch Launch Post Launch time
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“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED” Should every paid, have earned and owned? A: yes!
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