ConvergedMedia

ConvergedMedia

Source: Flickr.com @Iain Husbands

Based on the great report by Altimeter Group:‘The Converged Media Imperative’

Source: http://www.flickr.com/photos/jdlasica/

Technology

Source: http://www.flickr.com/photos/jdlasica/

“A revolution doesn’t happen

when society adopts new tools,

...it happens when society

adopts new attitudes and

behaviours”

Clay ShirkyProfessor NYU

Connected People

• Connected• Media fragmented• Sharing• Marketing savvy• Influenced by peers• Powerful

Connected People

Kristen Christian – Bank Transfer Day Campaign = Powerful

Conventional marketing funnel

ConsiderDiscover Evaluate LoyaltyBuy

Previous traditional channels

• TV • Press • In Store • In Store • Direct Mail

Integrated Marketing Communications 1.0

TV Concept

Digital

Matching Luggage Campaigns

OutdoorDirect Mail

PR Sampling

New consumer journey

ConsiderDiscover Evaluate LoyaltyBuy Advocacy

Previous traditional channels

New digital media

• TV • Press • In Store • In Store • Direct Mail

• N/A

• Social • Search • 3rd Party Reviews

• Website• Mobile

apps• Social

• sCRM• Social

• Social

Source: http://www.flickr.com/photos/jdlasica/

Connected People

Consumers expect a seamless and a consistent experience of the brand wherever and whenever

they encounter it

PONBE

We are generally familiar with the distinct media channels

•Paid Media – TV ads, sponsorship, banner ads, experiential activations•Owned Media – websites, blogs•Networked Media – press and media relations•Borrowed Media – Facebook, Twitter,

•Earned Media – Word of mouth, reviews, sharing

For more info on PONBE visit: http://archive.is/yAq6

New Era

We as marketers have the opportunity to deploy all

forms of media across what we now term as ‘converged

media’

Converged Media

Converged media, is simply two or more channels combined to tell the brand story

PAID

OWNED NETWORKED

BORROWED

Paid + Borrowed + Earned

Source: http://www.massrelevance.com/

Paid + Borrowed + Earned

http://www.youtube.com/watch?v=5k1fvMmfJxs

#LetsEatTogether Coca-Cola Live Tweets

Paid + Borrowed + Earned

http://www.youtube.com/watch?v=JNfRNkKmchM

Xerox Presents Inside the US Open: Social Wall

Paid + Networked

Source: http://nativeadvertising.com/#/leaderboard

Owned + Borrowed + Earned

Source: http://racetheplane.ba.com/

You’re already using it!

Facebook

PaidOwned Networked

You’re already using it!

TwitterPaid

Owned

Networked

Marketing reality

How Budgets Are Being Spent

Source: Seven.co.uk/research/convergedmedia

Challenge for brands

Integrated Marketing Communications 2.0

Concept

Media Neutral Planning

Paid Media

Owned Media

Network Media

BorrowedMedia

Be flexible and agile in planning

Thanks to Made by Many and David Armano

Paid media supports

Source: Classic Cool Kid

Content

Thank you