the virtuous circle in online...
TRANSCRIPT
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Thevirtuouscircleinonlinecommunica1ons
AaronQuirkVicePresident
CaratGlobalManagement
FIRSTRoom
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Op1mize Measure
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1. Understandyourconsumersdigitaljourney(op1mize)andplan(re)plan
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2. Recognizethatmeasurementandmonitoringarefundamental
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We have a new battleground on which to fight to make our brands
famous
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The great brands of yesterday told stories
about themselves.
The great brands of tomorrow will be those whose consumers tell the best stories about
them.
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Op1mize Measure
1stthingfortoday
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Dining Room Kitchen
Living Room
©Copyright Isobar / Carat 2008
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SECONDRoom
Thirdroom
FIRSTRoom
What is the role of each room?
Branddriven
Consumerdriven
Distribu>ondriven
©Copyright Isobar / Carat 2008
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Whatdoesthismeanfordigitalmarke1ng?
Branddriven
ProprietarywebsitesDeepBrandExperiences
• Informa1onrich•Lowreach
SECONDRoom
Thirdroom
FIRSTRoom
©Copyright Isobar / Carat 2008
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Thelimitedreachofbrandwebsites
UniqueUserspermonth
1m
4m
350m
10m
Source:Neilsen
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Whatdoesthismeanfordigitalmarke1ng?
Distribu1ondriven
• HighReach• ContentRich
Branddriven
Proprietarywebsites• Lowreach•Informa1onrich
SECONDRoom
Thirdroom
FIRSTRoom
©Copyright Isobar / Carat 2008
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Homeofthegiantsofcontentontheweb
350m
332m
269m
420m
Source:Neilsen,uniquevisitorspermonth
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Whatdoesthismeanfordigitalmarke1ng?
Consumerdriven
• ConsumerControlled• HighFragmenta1on
• Influen1al
Distribu1ondriven
• HighReach• ContentRich
Branddriven
Proprietarywebsites• Lowreach•Informa1onrich
SECONDRoom
Thirdroom
FIRSTRoom
©Copyright Isobar / Carat 2008
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AMediaPerspec1ve
EarnedMedia BoughtMediaSECONDRoom
Thirdroom
FIRSTRoom
OwnedMedia
©Copyright Isobar / Carat 2008
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• Proprietarywebsites• Microsites• Mobilesites• SEO
• Socialnetworks
• Blogs
• UserGeneratedContent
• OnlinePR
• AdvocateMarke>ng
• Viral
• Search
• Portals
• Onlineadver>sing• SMS
Thedigitalmarke1nglandscape
SECONDRoom
Thirdroom
FIRSTRoom
©Copyright Isobar / Carat 2008
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Successful digital brands live in ALL ‘Three Rooms’
Plan to create content that can be distributed by partners
Plan for participation by consumers in your digital world
Keyouttakesfromthe3Rooms….
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2ndThingfortoday
Op1mize Measure
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Determinethetaskthatdigitalshoulddeliverupfront‐it’saflexibletool!
ESTABLISHLOYALTYTRIALCREATETALKABILITYEDUCATEACTASAREMINDERIMAGESHIFTDATACAPTUREREAPPRAISALBRAND/PRODUCTRECOGNITION
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Dec Jan Jun
Online/Mobile Buzz/Blogs CRM Retail/ Point Of Purchase
Campaigns
Data optimiz.
MovefromCampaigntoConOnuousanalysisandmeasurement!
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Intheeraofsocialmedia,tradiOonalmetricsandmeasuresofsuccesswillneverbeenough…..
Measurement1.0
Standardadservingmetricsincluding:ImpressionsPageviewsClicksArrivalsTimespentonsiteInteracOonsSales
Measurement2.0
Socialmediameasurementincluding:Buzz(blogpostsetc.)Friends/fansSenOment/comments/raOngs
Videoviewsacrossallpla^ormsincluding:MobileEmbedsMashups/parodies
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Wearepresentedwithmanynewwaystolisten
MoodofthenaOon/globe
Tapinfluencertrends
Maprippleeffectandgroundswell
Launchorcrisisanalysis
TrackcompeOtorblogsandsenOment
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CaseStudyRBK–RunEasy
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Challenge.Onceacrediblerunningbrand,Reebokwantedtoreinvigorateit’srecogni1onamongrunnersbycrea1ngamovementfocusingonthejoyandfunofrunning.
Drivingtheideathatrunningisa‘socialthing’,ReebokengagedCaratandIsobarGlobaltolaunchaninnova1veglobalmarke1ngcampaignthatwouldchallengeconven1onalideasandmessagingaboutrunning.
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INSIGHTInsightshowedthatthewaythatotherbrandshadtalkedinthiscategoryhadledconsumerstobelievetheydidn’tqualifyasarunnerunlesstheywerepushingthemselvesashardastheypossiblycouldbe.
Runninghadbecomeover‐complicated.
Implica1onEncouragepar1cipa1oninRUNNINGinafunandeasyway!BeinclusiveNOTexclusive.ConnectwithaWIDEgroupofpeople(emphasisonYouth)ImportantlyallowpeopletoPARTICIPATE,CONTRIBUTEandputtheirOWNpersonalmarkonthebrandUsenewmediaattheheartofthestrategytoOPENALLroomsintheHOUSE!
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RunEasyVideo/Results
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Buzz appeared during the launch stage and amplified during the main stage with increased presence
We tracked how many videos were embedded into user’s blogs within this period and tracked 35 (including fan sites, soccer sites, personal blogs, media sites)
19 English blogs (UK, USA and Canada)
10 blogs from Europe (Germany, France, Italy, Spain, Netherlands and Turkey)
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“I love this video and Gilbert Arenas is my boy … This
video taught me to never give up and to prove people
wrong when they say I cant do something and in my
heart I know I can!!!”
“This is my favorite one of those so far....I love it a lot and makes me wanna fight to prove who I am! “ (on Gilbert Arenas’ story)
“[…] these adverts mean something. Its the way they present the beauty of the beautiful game. For me, personally, they definitely make me feel good, put a smile on my face and simply inspire me to go find a ball and just have a kickabout. Maybe its cause they're good adverts. Maybe its because of my love for football. But for me, these adverts are timeless...”
These videos are very cool! i cant wait to see more on march 6th!!!
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Measurementlearning’sbasedonIIN
• Teasing/prepromo1onofthecampaigniseffec1ve–withtherightassetsandcredibility
• Digitalchannels(socialnetworks,blogs,forumsandonlinecommuni1es)canamplifythedistribu1onofcontentandcreatefurtherBUZZ
• Seedinginblogsandforumsallowsadidastotracktheirconsumers’responseinreal‐1meandmeasurethesuccessofthecontentplacedthere
• Incen1viseyouraudience,givethemthetoolstoconnectmoredeeplywiththeassetsintheseenvironments
• Useforumsandblogsaseffec1vechannelstolettheathletesspeakoutmoredirectlywiththeconsumerandcreateapowerfulone‐to‐onedialoguewithhim/her
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2thingstotakewithyou…
Op1mize Measure
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This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.