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Sharp Edges Or Curves?A Toolkit for Growth

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Availability

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Valuable users

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Growth ‘from below’

Growth ‘from above’

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CrowdsourcingFreemiumGrowth-hackingDigital footprintCRMMember-get-memberNetwork effects‘Earned’ mediaPartner marketing

Effective SOVSalience

Brand extensions & launches‘Upper funnel’ marketing

Direct responseBrand comms

Content distribution

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Search demand vs. media investment

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A framework for growth

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Sharp Curves:

The Toolkit

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Every business has ‘owned’ data assets

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OWNED DATA

PLATFORM

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Owned content

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The Content Matrix

Awareness PurchaseEmotional

Ratio

nal

Inspire

Entertain

Educate Convince

videos

widgets

podcasts

photos

news

white papers

FAQs

articles

community

celebrityendorsements

events

webinars

product comparison

surveys

gamesapplications

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2008 2012 2014

35%

16%

6%

Facebook organic reach

1% of brands have an organic

reach of 84%

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This is probably the biggest Earned space

Rankings = votes

Votes = links

Content drives links

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Social extensions can increase CTR by 5 - 10%

This is probably the biggest Earned space

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Leveraging shared partnerships

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Leveraging shared partnerships

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Data driven Paid marketing

1st party

2nd party

3rd party

Create rich and up to date audience segments

Use lookalike modelling to grow prospepcting scale

Data sync & segmentation Display

Search

Social Video

Site

Mobile

#GrowWithArenaContent hub

Influencers

Targeted Paid Media

Earned media and PR

Amplify with Paid

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Measuring Paid, Owned, and Earned impact

Scenario modelling on campaign GRPs and Reach across Owned, Earned, and Paid

Forecasting impact on key brand and business metrics and what if? scenario planning

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Take the principles of user-centred and data driven

Think about advertising as content, not advertising

It’s not just spots and space any more

Think Owned, Earned, Shared and not just Paid

Find the right blend for your brand, your audience, your sector

The toolkit for growth in the digital age - applying Curve thinking to Sharp edges

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