the converged media imperative

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BazaarvoiceMarch 6, 2013

Bazaarvoice SummitThe Converged Media Imperative:How Brands Must Combine Paid, Owned & Earned Media

Rebecca LiebDigital Advertising & Media Analyst

© 2013 Altimeter Group

As consumption habits shift, brands require media ubiquity

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The average consumer sees c. 3,000 brand impressions daily. Media are converging and will continue to. Brands are challenged to intercept elusive customers, regardless of medium, channel or time of day


5 factors

5 FACTORS

3 factors

3 FACTORS

5 factors

5 FACTORS

advocacyawareness consideration intent purchase support loyalty

5X3X5=75

75X7=525

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Digital Paid, Owned, and Earned media4

MicrositesBlogs

WebsiteSponsored posts, adsPPC ads

Display, banner ads

Pay per post blogging


Now, let’s define Converged Media5

Two or more channels of paid, earned, and owned media. Consistent storyline, look, and feel. All channels work in concert, enabling brands to reach

customers throughout the customer journey



What does this look like on Facebook?6

Owned

Paid

Earned


What does this look like on Twitter?7

Owned

Paid

Earned


Converged Media Example: Earned + Paid8

Bazaarvoice deploys paid ads with earned user ratings and reviews. Microsoft

advertises with transparency; shoppers click to learn more from their peers.

PaidEarned


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How Successful Brands Deploy Converged Media



Sharpie lets its fans do the copywriting, promotes tweets as ads

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Targeting teens interested in creativity and self-expression, Sharpie used Promoted Tweets. Through

Promoted Accounts, they attracted an artistic following whose tweets were turned into Promoted Tweets. The campaign helped Sharpie increase its

following 6X at 1,000 followers per day.


average customer

community user

superfan10x

2.5x

customer spending

Content Creators: Superfans spend ~33 hours per week in Sephora’s Beauty Talk community


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Canon leverages owned microsite to drive tremendous earned response

Canon leveraged owned platform (Imagin8tion) for a contest in which winners’ photos (earned) inspire a Ron Howard short film.• 1.7 million YouTube channel views • 138,000 photo submissions• 21,000 votes cast• 23,000 posts• 192 press mentions, 415 blog mentions• 40% increase in positive sentiment



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Nike crowdsources input for customized shoe designs, merges media online and off-

Nike launched the NikeID campaign (store, mobile app, community, etc.) to enable customers to design their own shoe and purchase it directly on their mobile devices. Earned input inspires owned assets (including the product itself!), driving

paid ads, online and off— including interactive billboard experience in Times Square.



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Threadless customers submit, vote, and shop for crowdsourced t-shirt designs


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Jones Soda crowdsources label design with photo contest

Jones Soda asks customers to submit

photos that represent a “Jones attitude”


GiffGaff, a small UK-based mobile virtual network operator with only 25 employees has national coverage, but no call center. Instead, the community receives pre-pay credits and badges for contributions. • Community has provided +1M replies• Users have produced >146 videos, >500k views• Users have submitted >9k ideas, 270 have been

implemented• 95% of queries are resolved within 1 hour• Average response time: 3 minutes• Top earning giffgaffer earned over £13k, paid for

university

GiffGaff conquers traditional service overhead, online community answers 100% of customer inquiries



Glidden Paint employs a wide palette of channels, converging media for a streamlined brand experience

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Enterprise tech company pays influencers to ignite earned, drive traffic to owned

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1.1m Social interactions

128 Pieces of content created by

influencers

24 Influencers commissioned

to create content

The company paid influencers to share content

Across their networks

9,314 Average actions per

piece of content



ClearChannel integrates online and offline channels to ‘make the audience the media’

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Converging media via digital billboards, gesture recognition, and social media

interaction, ClearChannel combines offline media with online to drive attention,

engagement, (advertiser interest), and a summer-long sweepstakes.

© 2013 Altimeter Group© 2013 Altimeter Group

Converged Media Success Criteria


Brands that do not integrate paid, owned and earned media types are at a disadvantage

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Fragmented messaging, inconsistent branding

Redundant efforts, no communication/ collaboration

Departments competing for budget

Low customer engagement/advocacy

Convergence begins to occur in traditional media


Altimeter identifies 11 criteria to successful converged media deployment

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Strategy: Understand Converged Media 23

Brand marketers must first possess an understanding of the changing forces of converged media:

• Emerging practices

• Content types

• Technologies

• Channels

• News, media, current events

• Behavioral trends

• Other trends specific to audience



Strategy: Plan a Stable Foundation 24

Two legs (or media channels) may hold up the converged media strategy, but stability and balance is achieved when design incorporates all three.

• Deploy all three media type in harmony, integrating each to instruct the next

• The insights that come with analyzing earned instruct where to amplify using paid and where to innovate in owned

• Owned media provides the platform upon which earned and paid can exist and is foundational to the brand presence and messaging, which inspires earned

• Paid media helps drive volume to owned and earned channels, and ultimately what amplifies the brand message.



Organization: Ability to Achieve Earned at Scale 25


Earned is the most difficult medium to achieve, particularly at a significant scale. Essential both to build and nurture earned media is:

• Content strategy, consistent brand messaging

• Listening & measurement tools

• Publishing tools

• Inter-agency/ vendor communication

• A fundamentally agile approach

• An ongoing effort


Organization: Align Teams & Departments26


Brands MUST overcome the cultural silos that exist internal to the organization, aligning in a number of historically autonomous areas:

• Ownership/ governance

• Communication

• Collaboration/ creative design

• Campaign goals

• Budget


Organization: Align Agencies & Vendors27


Each will have individual areas of specialization and expertise, yet full-picture visibility is essential for all partner companies. Brands must play moderator and facilitate:

• Communication

• Collaboration/ creative design

• Campaign goals, KPIs

• Performance incentives


Production: Aligned Content / Creative Across Channels28

Design, voice, message, branding, and other creative elements must be consistent:

• Agreement/ alignment across stakeholders from day one

• Across all channels and touchpoints

• Singular brand message, no matter the media

• Natural extension of organizational and partner alignment


Production: Real-time Capabilities29

To be effective in converged media is to be agile. Brands must enable:

• Proper labor resources

• Proper tools

• Stakeholder buy-in

• Communication channels between stakeholders

• Content marketing strategy

• Empowerment to act, particularly in Earned media


Production: Channel Flexible 30

The empowered and dynamic customer has choices in how they consume; brands must extend presence across:

• Multiple channels, platforms

• Multiple touchpoints

• Not JUST mainstream channels, instead following their customers

• Demographic-specific hang-outs


Production: Influencer Relations31

In the digital age, brands cannot ignore influencers, as they can amplify the message (positive or negative) across all media types:

• Touting or shaming product/ service in unprompted Earned setting

• Acting as the voice of a Paid campaign

• Offering guidance or advice on Owned platforms

• Influencers are key to helping build Earned at scale


Analysis: Social Listening / Analysis of Crowd 32


Social listening, monitoring and measurement are key for substantiating agility. Brands must:

• Have systems and process in place to listen, measure, respond

• Let conversation instruct creative design, strategy

• Use insights to be proactive

• Allow insights to facilitate personalization/ resonance


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Metrics are the foundation from which investment potential is established, understood, optimized, and realized:

• The system for identifying KPIs must instruct the ongoing measurement itself

• Metrics should be established at the outset… but can evolve

• Metrics may shift based on segment, platform, campaign assets, goals, even cultural events, etc.

Analysis: System for Identifying & Measuring KPIs


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Workflow:

Coordinating Paid + Owned + Earned


Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration

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Periodic Strategic & Analysis Reporting36

Investigate what’s happening in Paid, Owned, Earned channels

What instructs what?

Listen to and observe customers and prospects

Listen to competitors

• What their customers say

• How they respond


Content Strategy37

What message represents, reflects, speaks for the brand?

Understand how content strategy varies:

• Persona segments, product type, geography, channel, screen, source of information

Spans many stakeholders; internal depts. and external agencies


Publication Across Channels38

To execute across channels, brand must define:

• Governance, engagement plan(s), communication, internal collaboration, series of meetings, designated leader, tools to support

Agency and brands are increasingly adopting collaboration tools spanning multiple teams

Growing ecosystem of tools

• CMS, Media Network Mgmt, SMMS, etc.


Engagement39

Teams must identify hot paths and hot conversations where content is resonating

Trigger further discussion via:

• Content Experts, Community Managers, Product Leads, Executives

• Advocates and influencers

Also partake in ongoing discussion and monitoring


Amplification40

Leverage converging media

• Use Paid to amplify Earned and Owned

• And Earned to amplify owned and paid…

• And Owned to amplify earned and paid…

Explore new ad and promotion types via owned and earned

• Social ads, UCG

• New aggregation platforms

Tap into social graph by allowing those involved to share with their networks


Restructuring41

Messaging must evolve and change in real-time to meet the needs and changes of the market

Leverage emerging tools for customer collaboration

Staying on-message vs. taking new positioning?

• Involve customers in the process; be innovative


Conduct in real-time to allow for rapid iteration

Communicate progress to company via simple reporting

• Daily wrap-ups, trend diagrams, real-time tickers

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Measurement a baseline requirement across all phases


Then the cycle repeats…43



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Putting the Pieces Together


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We asked brands, agencies and vendors to rate the maturity of the Converged Media ...


Respondent Group

Average (1-5)

ALL 1.95

Brands 2.18

Vendors 1.72

Agencies 2.08

Respondents rated the maturity of the Paid, Earned and Owned space on a scale of 1-5, where 1 is Very Immature and 5 is Very Mature.


Summary46

Converged is here. Facebook and Twitter ads are proof. Those who take advantage now will have an edge.

It's not easy. Immense internal change must occur as lines blur, both internally and with agency partners

Leverage data and platforms that propel campaigns forward by aggregating ad data, corporate content, and social, then derive analytics.

Converged media is rapidly bleeding into offline channels and also creates demands for real-time marketing capabilities

As consumer gadgets and devices and media channels proliferate, this will only become more complicated


Rebecca [email protected]

rebeccalieb.com/blog

Twitter: lieblink

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

With assistance from Jessica Groopman, researcher

the converged media imperative

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