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April 9, 2013
Reach your Dynamic Customer
through Converged Media
@jowyang
Jeremiah Owyang
Industry Analyst
Altimeter Group
© 2013 Altimeter Group
With so many choices, consumers are
empowered to take the most efficient
journey.
Dynamic Customer Journey 3
© 2013 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacy awareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
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Converged Media Permutations
© 2013 Altimeter Group
Dynamic Customer Journey
“How can inflexible organizations
synchronize with the changing
customer?”
© 2013 Altimeter Group © 2012 Altimeter Group
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/
We’re Tuning Out the Noise
© 2013 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacy awareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
7
Converged Media Permutations
© 2013 Altimeter Group
Investment in Earned and Owned increases in 2012
8
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
© 2013 Altimeter Group
A closer look into each media type
Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
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© 2013 Altimeter Group
Digital Paid, Owned, and Earned media
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microsites
corporate blog
corporate website
Sponsored posts, ads
PPC ads
Display, banner ads
Pay per post blogging
© 2013 Altimeter Group
Now, let’s define Converged Media
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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
© 2012 Altimeter Group
© 2013 Altimeter Group
Creating branded ‘surround sound’: how media types influence and enable each other
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PAID
OWNED
EARNED Drives volume
Instructs where to amplify
© 2013 Altimeter Group
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
© 2013 Altimeter Group
Answer: all three!
15
Paid:
• Sponsored tweets, posts, engagement ads
Owned:
• Branded Facebook or Twitter page
• Brand-curated content
• Branded Facebook apps
Earned:
• Fan/user-generated content posted related to brand
• May be on brand’s page or elsewhere
© 2013 Altimeter Group
Converged Media Example: Earned + Paid
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Bazaarvoice deploys paid advertisements
with user ratings and reviews. Microsoft
advertises with transparency; shoppers click
on the ads to learn more from their peers.
Paid Earned
© 2013 Altimeter Group
The Original Runner Co. turned to Twitter followers to launch a new aisle runner color
The Original Runner Co, makers of
fabric aisle runners, e.g. for weddings,
asked its 2000 Twitter followers for
feedback before launching a new
runner color. Ten percent of followers
engaged, and supported the
development of a hot pink runner. The
company has 5 employees.
© 2013 Altimeter Group
Sharpie lets its fans do the copywriting, promotes tweets as ads
Targeting teens interested in creativity and self-
expression, Sharpie used Promoted Tweets. Through
Promoted Accounts, they attracted an artistic
following from whose tweets were made more
Promoted Tweets. The campaign helped Sharpie
increase its following by 6x at 1000 followers per day.
© 2013 Altimeter Group
Monterey’s Convention & Visitor’s Bureau,
SeeMonterey, leverages paid tweets to drive
engagement and content
© 2013 Altimeter Group
1.3M
reach
To reach new potential visitors, the MCVB invests in paid tweets and travel agency partnership to
promote fans to share their favorite Monterey experiences. Reaching more than 1.3M followers, the
contest generated ~1k entries, 2k new followers with a 99.6% retention rate. SeeMonterey
repurposed content from the campaign on their blog and other owned properties.
© 2013 Altimeter Group
Uniqlo partners with an unlikely online ‘influencer’ to promote flagship store opening in SF
23
Uniqlo creates “Lucky Cube with Maru,” a sharable,
interactive game where users choose a box to win a prize.
Uniqlo hopes to drive traffic and buzz; The prize can be
picked up locally or shipped. Maru the cat has received
more than 175 million views and was inducted into
YouTube Japan’s Hall of Fame.
© 2013 Altimeter Group
How a small Milwaukee Burger joint
draws a crowd (Part I)
Local Milwaukee Burger Joint, AJBombers noticed its
growing Twitter following was using Foursquare more and
more, so they decided to set up the elusive “Swarm” badge
for the shop, earned from a gathering of 50+ Foursquare
users.
AJ Bombers cross-promoted the event as a fundraiser for
a Milwaukee Beer & Bratwurst part at SXSW (for which
AJ Bombers was a sponsor), across Twitter, Facebook,
Twtvite. Foursquare itself even tweeted the event.
© 2013 Altimeter Group
And ‘swarm’ they do; AJ Bombers draws mass
foot traffic, engagement (Part II)
• 100 pre sign-ups; 161 check-ins
generated by the event in one day
• Hundreds of tweets generated by the
event, marked increase in word of
mouth
• 56 users signed up for Foursquare for
the first time just to get the badge
• Biggest Foursquare check-in event in
the mid-west hitherto, first “Swarm”
• Picked up by multiple media outlets
• Took only 1 week to organize the event
© 2013 Altimeter Group
B2B can go viral too: Qualcomm’s Snapdragon’s
Bug Circus Generator crawls across the internet
Using tiny creatures to promote a tiny
product, (Snapdragon’s CPU is called
‘Scorpion’), the campaign was right on-
brand… and managed to bite users
with the viral video bug attracting more
than 600k views in the first few days–
now 1.2M.
© 2013 Altimeter Group
Intel’s iQ Social Publishing an industry first for integrated media curation
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The iQ experience, while still in beta, is comprised
around social algorithms that curate content shared by
Intel employees as well as owned and industry content.
It is then filtered through a touch design based on the
insights generated through all data in aggregate.
© 2013 Altimeter Group
Intel among the first to reorganize… merging social media team with global media team
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“Why does this make sense? I found we were having similar
conversations across teams. For the past several years, I have
been encouraging every opportunity for them to work as one,
sharing information and insights — driving cross media
opportunities with our partners and thinking about a new world
where the idea of “paid” or transactional media dissolves.”
© 2013 Altimeter Group
Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
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© 2013 Altimeter Group
© 2013 Altimeter Group
Periodic Strategic & Analysis Reporting
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Investigate what’s happening in Paid, Owned, Earned channels
What instructs what?
Listen to and observe your customers
Listen to competitors too
• What their customers say
• How they’re responding
© 2013 Altimeter Group
Content Strategy
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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
© 2013 Altimeter Group
Publication Across Channels
35
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.
© 2013 Altimeter Group
Engagement
36
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
© 2013 Altimeter Group
Amplification
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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 (eg.
Bizaarvoice)
Tap into social graph by allowing those
involved to share with their networks
© 2013 Altimeter Group
Restructuring
38
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
© 2013 Altimeter Group
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
© 2013 Altimeter Group
42
We asked brands, agencies and vendors to rate the maturity of the
Converged Media space….
© 2013 Altimeter Group
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.
© 2013 Altimeter Group
Reach the Dynamic Customer by Converging Media
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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
© 2013 Altimeter Group
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.
Jeremiah Owyang
web-strategist.com/blog
Twitter: jowyang
@jowyang