Social advertising in 2011 by jez jowett

Social Advertising in 2011

The role of paid, owned and earned media and what the media mix, in digital, could be.

Jez Jowett, Global DirectorCake, Havas Sports & Entertainment.14 years being all things digital. #jezmond.

Display & Media. Display & Media. Search. Mobile. Search. Mobile.

Affiliates. Networks.Affiliates. Networks.

Havas & Agency.comHavas & Agency.com

Viral MarketingViral MarketingBlogger OutreachBlogger Outreach

Influencer MarketingInfluencer MarketingCommunity ManagementCommunity ManagementReputation ManagementReputation Management

Micro PublishingMicro PublishingPromotionsPromotionsPartnershipsPartnerships

Buzz MonitoringBuzz Monitoring

CAKE (12 years)CAKE (12 years)

Why Didn’t They? BlogWhy Didn’t They? BlogA New Life in Italy BlogA New Life in Italy Blog

Jezmond tweets.Jezmond tweets.Jezmondo YouTube.Jezmondo YouTube.Jezmond Delicio.usJezmond Delicio.usEatmail.TV & ERCM.Eatmail.TV & ERCM.

Vinspired.comVinspired.com

CMO.CMO.Consultant.Consultant.

PAID

EARNED

OWNED

300+ Campaigns.1.5bn views /

engagements.

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)

News & News & Mainstream Mainstream

SitesSites

Social Social Networks Networks

Time spent on social networks and their influence (reading, watching sharing) pre

2003 (or 2005)

Brand Brand SitesSites

News & News & Mainstream Mainstream

SitesSites(paid)(paid)

Social NetworksSocial Networks and SM tools and SM tools (Earned / free)(Earned / free)

Time spent on social networks and their influence (reading, watching

sharing) in 2010

Brand SitesBrand Sites(owned)(owned)

KEY COMPONENTS DE-CONSTRUCTED

PAIDPAID OWNEDOWNED EARNEDEARNED

AND CONSIDER THE ROLE, MIX AND LEAD OF COMBINATIONS.

PAIDPAIDOWNEOWNE

DD

EARNEDEARNED EARNEDEARNED OWNEOWNEDD

EARNEEARNEDD PAIDPAID

OWNEDOWNED

SOCIAL & DIGITAL

DEFINITION, TYPES, ROLE, BENEFIT, CHALLENGES, EXAMPLES

PAIDPAID

OWNEDOWNED

EARNEDEARNED

Source: Forrester Research

PAIDPAIDPAIDPAID

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

OWNEDOWNEDOWNEDOWNED


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

EARNEDEARNEDEARNEDEARNED


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.

PAIDPAIDPAIDPAID

OWNEDOWNEDOWNEDOWNED

EARNEDEARNEDEARNEDEARNED


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


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


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

To DATE, THIS HAS BEEN THE MEDIA MIX THAT IS APPLIED TO MOST CAMPAIGNS

Pre Launch Launch Post Launchtime

spend

BLOGSBLOGS

BUZZBUZZ

MICRO SITESMICRO SITES

TEASERSTEASERS

DISPLAYDISPLAY

MEDIAMEDIA

SEOSEO

PRPR

BLOGSBLOGS

BUZZBUZZ

VIRALVIRAL

INFLUENCERINFLUENCER


E-CRME-CRM

INTRANETINTRANET

COMMUNITYCOMMUNITY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

SEOSEO

PROMO’SPROMO’S

NETWORKSNETWORKS

BLOGSBLOGS



ECRMECRM SEO / SEMSEO / SEM

THE PROBLEM:

Pre Launch Launch Post Launchtime

spend

THE SOCIAL MEDIA ECO-SYSTEM CURRENTLY LOOK LIKE THIS….

FacebookFacebook

TwitterTwitter

MySpace/MySpace/OrkutOrkut

YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther

CORPORATECORPORATEWEBSITEWEBSITE

SOCIAL SOCIAL MEDIA HUBMEDIA HUB

MY PAGEMY PAGE MY PAGEMY PAGE

MY CHANNELMY CHANNELMY ACCOUNTMY ACCOUNT

ADSADS ADSADSADSADS ADSADS

ACCOUNTACCOUNT CHANNELCHANNEL

PAGEPAGEPAGEPAGE

News News sitessites

Blog Blog NetworNetwor

ksks

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther






blogblogss

blogblogss


ksks

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther


PAGEPAGEPAGEPAGE



ADSADS

ADSADS

ADSADS ADSADS

ADSADS

ADSADS ADSADS

ADSADS

ADSADS



ADSADS ADSADS ADSADS ADSADS

ADSADS

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

Step by step, hubs and spokes…..




Mainstream media &

blogs(earned media)


FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther


PAGEPAGEPAGEPAGE

SOCIAL MEDI A ECOSYSTEM (OWNED)





profiles (owned media) Adapted: Dave Fleet

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther

SOCIAL MEDI A ECOSYSTEM (EARNED)






blogblogss

MSNMSN


ksks


Mainstream media &

blogs(earned media)

Adapted: Dave Fleet

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther

SOCIAL MEDI A ECOSYSTEM (PAID)



ADSADS ADSADS

ADSADS ADSADS

ADSADS

ADSADS

ADSADS ADSADS

ADSADS

ADSADS ADSADS

ADSADS


PAGEPAGEPAGEPAGE



ksksADSADS

ADSADS



Adapted: Dave Fleet

MSNMSN

ADSADS

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther





ADSADS ADSADSADSADS ADSADS


PAGEPAGEPAGEPAGE



ksks

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther






blogblogss


ksks

FacebookFacebook

TwitterTwitter


YouTubeYouTube

LinkedLinkedinin

FlickrFlickr

DeliciDeliciousous

OtherOther


PAGEPAGEPAGEPAGE



ADSADS

ADSADS

ADSADS ADSADS

ADSADS

ADSADS ADSADS

ADSADS

ADSADS



ADSADS ADSADS ADSADS ADSADS

ADSADS

SOCIAL MEDI A ECOSYSTEM

Adapted: Dave Fleet




Mainstream media &

blogs(earned media)


MSNMSN

ADSADS

IMPORTANT TAKE-OUTS

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

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 mediaRESULTS : 4m views (8 weeks), 42% Own Media.

http://www.youtube.com/watch?v=vtplCJIN-kI

http://www.youtube.com/watch?v=vtplCJIN-kI

CONCLUSIONS AND CHALLENGES

1 1

2 2

3 3

3 3

Pre Launch Launch Post Launch

BLOGSBLOGS

BUZZBUZZ


TEASERSTEASERS

DISPLAYDISPLAY

MEDIAMEDIA

SEOSEO

PRPR

BLOGSBLOGS

BUZZBUZZ

VIRALVIRAL



E-CRME-CRM

INTRANETINTRANET

COMMUNITYCOMMUNITY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

SEOSEO

PROMO’SPROMO’S

NETWORKSNETWORKS

BLOGSBLOGS



ECRMECRM SEO / SEMSEO / SEM

“THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “

Really, in every scenario ?

1 1

NOT THIS WAYNOT THIS WAY


BLOGSBLOGS

BUZZBUZZ


VIRALVIRAL

PRPR


LIBRARYLIBRARY

INTRANETINTRANET

VIDEOVIDEO

TEASERTEASER

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

DISPLAYDISPLAYMEDIAMEDIASEOSEO

BLOGSBLOGS

BUZZBUZZ


VIRALVIRAL

PRPR

SEOSEO

PARTNERSPARTNERS

PROMOTEDPROMOTED


E-CRME-CRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

BLOGSBLOGS


SEOSEO


ECRMECRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

LIBRARYLIBRARY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

PROMO’SPROMO’S

NETWORKSNETWORKS

ECRMECRM

1 1 “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “

Q: Really, in every scenario? A: In most scenarios where trust is important!

time

spend

PPOO EE

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

NETWORKSNETWORKS


BLOGSBLOGS

BUZZBUZZ


VIRALVIRAL

PRPR


LIBRARYLIBRARY

INTRANETINTRANET

VIDEOVIDEO

TEASERTEASER

PARTNERSPARTNERS

COMMUNITYCOMMUNITY


BLOGSBLOGS

BUZZBUZZ


VIRALVIRAL

PRPR

SEOSEO

PARTNERSPARTNERS

PROMOTEDPROMOTED


E-CRME-CRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

BLOGSBLOGS


SEOSEO


ECRMECRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

LIBRARYLIBRARY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

PROMO’SPROMO’S

NETWORKSNETWORKS

ECRMECRM

1 1 “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “

Q: Really, in every scenario? A: In most scenarios where trust is important!

time

spend

PPOO EE

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

NETWORKSNETWORKS

PAIDPAID(traditional)(traditional)

PAIDPAID(traditional)(traditional) 14% will increase spend in traditional paid media14% will increase spend in traditional paid media14% will increase spend in traditional paid media14% will increase spend in traditional paid media

PAIDPAID(digital)(digital)

PAIDPAID(digital)(digital) 58% will increase spend in digital paid media58% will increase spend in digital paid media58% will increase spend in digital paid media58% will increase spend in digital paid media

EARNEDEARNED(digital)(digital)

EARNEDEARNED(digital)(digital) 61% will increase spend in unpaid / earned media61% will increase spend in unpaid / earned media61% will increase spend in unpaid / earned media61% will increase spend in unpaid / earned media

Source: Society of Digital agencies (SoDA) and AnswerLab 2011 Digital Marketing outlook” provided to eMarketer , Feb 9, 2011

22“OWN MEDIA IS UNDER USED, AND A WASTED

ASSET”Resourcing ? Clarity ?

33 “EARNED MEDIA CAN REACH MILLIONS & BILLIONS”But can it be proven ? What’s ROI of social media ?

44“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe

POWERED”Should every paid, have earned and owned?


BLOGSBLOGS

BUZZBUZZ


VIRALVIRAL

PRPR


LIBRARYLIBRARY

INTRANETINTRANET

VIDEOVIDEO

TEASERTEASER

PARTNERSPARTNERS

COMMUNITYCOMMUNITY


BLOGSBLOGS

BUZZBUZZ


VIRALVIRAL

PRPR

SEOSEO

PARTNERSPARTNERS

PROMOTEDPROMOTED


E-CRME-CRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

NETWORKSNETWORKSBLOGSBLOGS


SEOSEO


ECRMECRM

PARTNERSPARTNERS

COMMUNITYCOMMUNITY

LIBRARYLIBRARYtime

SAVINGSAVING

DISPLAYDISPLAY

MEDIAMEDIA

SEMSEM

PROMO’SPROMO’S

NETWORKSNETWORKS

ECRMECRM

44“PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe

POWERED”Should every paid, have earned and owned? A: yes!

Social advertising in 2011 by jez jowett

Business

Transcript of Social advertising in 2011 by jez jowett