Marketo Keynote: Converged Media (Paid+Owned+Earned) #MUS13

Editor's Notes

1. Relate Times Square story.Consumers will have many choices in their journey, much how this times square experience overwhelms but gives buyers options. This same experience will happen digitally for consumers, even in their homes.
2. ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
3. ANIMATED SLIDE, MUST BE IN PRESENTATION MODE TO PLAYBut despite a fragmented industry, media are converging because consumers demand itComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, friends, colleagues. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
4. http://www.emarketer.com/Article.aspx?id=1008948&R=1008948b2http://www.slideshare.net/sodaspeaks/the-soda-report-11690932/download
5. Gray area: eg. RetweetsOutlying channels don’t neatly conform to the categories of paid/owned/earned media. This is to be expected from some forms of digital media. Online contests and sweepstakes, for example, are often hybrids of paid, owned, and earned media. And as mentioned above, shared media (“likes,” “retweets,” “shares,” etc.) are considered by some to be a wholly separate channel from earned media. Moreover, shared media may or may not contain original content (e.g., a comment or other earned media) added by the sharer. Co-created content is another category that could be assigned to earned or to shared media. We acknowledge these arguments, but for the purpose of this report we will consider “shared” media to be part of earned.Definitions for Reference- Paid media: are display or broadcast advertising. In digital channels, paid media include banner ads, Pay Per Click (PPC) search ads, advertorials, sponsorships, sponsored links, and pay-per-post blogging. The common factor of all these channels is that they are a form of advertising for which a media buy is necessary.Owned media are all content assets a brand either owns or wholly controls. Owned media channels include websites, microsites, branded blogs, videos, and the brand’s own(ed) presence on social media and social network channels, such as Facebook, Twitter, YouTube, Flickr, etc. Owned media is largely content marketing, i.e., content a brand owns and/or publishes that involves no media buy.Earned media is user-generated content created and/or shared by users. (It bears mentioning that some consider shared media to be a separate channel. More on this below in Outlying Channels.) Types of earned media include consumers’ social media posts, tweets, reviews, videos, photos, and open online communities. Another component of earned media is mentions in media or on social channels that are the result of PR or media relations. For brands, earned media is the most elusive and difficult of the three channels; while it can be influenced, it cannot be directly controlled.
6. Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.
7. From a brand perspective, converging media types has tremendous value: The insights that accompany analyzing earned media instruct and inform the areas in which to amplify using paid and where to innovate with respect to owned. Owned media provides the platform upon which earned and paid can exist and is foundational to the brand presence and messaging, which inspires earned. Paid media helps drive volume to owned and earned channels, and ultimately what amplifies the brand message. MORE AND MORE, EARNED INFORMS CREATIVE FOR PAID AND OWNEDMore and more brands use earned to inform paid and owned investmentReveals demographic trendsHighlights what audience is talking/cares aboutShowcases optimal channels for investment
8. http://jess3.com/facebook-vs-twitter/
9. no original date givenUPDATE: Nov, 2011SOURCE:http://originalrunners.com/http://twitter.com/#!/weddingrunnershttps://docs.google.com/viewer?url=http://media.nucleus.naprojects.com/pdf/OPEN_Insight_3_SocialMedia.pdf“When Goldman and her team of five employeeswanted to launch a new runner color, they turned totheir 2,000 followers on Twitter (@WeddingRunners).Ten percent of their followers got engaged andsupported development of a hot pink runner. Thisinput pushed the company’s creative power in adirection it might not have gone otherwise. “Twohundred people asked us for runners in Eva HotPink, so we took their advice. It quickly became oneof our top sellers,” says Goldman.”Tags:#retail#twitter#smb#crowdsource#jessica
10. https://business.twitter.com/en/optimize/case-studies/sharpie/Tags:#retail #art#b2c #teens #poe #paid #ugc#jessica
11. SOURCE: https://business.twitter.com/success-stories/monterey-countyChallenge: Introduce new visitors to the hidden gems of Monterey via word of mouth reviews and trusted information from travelers who are passionate about the region.Solution: @SeeMonterey used Promoted Tweets to drive users to a contest landing page where they could win a trip to Monterey by sharing their favorite Monterey experiences through Tweets and Retweets. To reach an engaged audience for the contest, the bureau and their agency, Borders Perrin Norrander (@bordersperrin), partnered with travel content website Trazzler. Trazzler helped @SeeMonterey reach nearly 1.3 million followers using Promoted Tweets to promote the “Win a Free Trip to Monterey” contest. The followers who posted the three most creative Tweets won vacations to Monterey.Tags: #smb #smallbusiness #travel #tourism #b2c#poe #paid #twitter #contest#jessica
12. Smart idea from UNIQLO to get people talking about the launch of the new San Francisco store opening in October.  I’m not sure which I love more… the incredibly simple but great idea to use a quirky online game to drive traffic to the new flagship store (prize collection is at the new store) — or the fact that they have partnered with a YouTUBE star (cat) called Maru. Maru is an adorable, box-loving, male Scottish fold cat from Japan that has cute overloaded the entire Internet many times over. His YouTube channel has 230 videos with over 230,000 subscribers and over 172 million views. He has been inducted to YouTube Japan’s Hall of Fame after winning top honors 3 years in a row. He’s also released two books and one DVD.http://newmediarockstars.com/2012/09/youtubes-greatest-hero-maru-the-cat-becomes-a-fashion-icon-sort-of/http://www.businessinsider.com/uniqlo-maru-2012-9Tags:#entertainment #gamification #retail #japan#youtube #POE #contentmarketing #meow#jessica
13. MKESXSW was a Beer and Bratwurst How a burger joint used Foursquare to draw a crowd (Part I) Tags:#smallbusiness #foodbev #hospitality #foodbev #b2c#foursquare #twitter#foottraffic#jessica
14. http://blog.steffanantonas.com/case-study-how-to-use-foursquare-to-draw-a-crowd-into-your-restaurant.htmhttp://mkesxsw.info/WHY IS THIS RELEVANT TO MUSIC MERCHANTS:Foot traffic IN-STORE is critical to selling productSmall, local business listens/ observes what fans are doing and opts to ‘invest’ in preferred channel (foursquare)Relatively low budget, high-return initiativeCo-promotion with another store-sponsored event drives simultaneous awareness, greater value for storeTags:#hospitality #foodbev #b2c#foursquare #smallbusiness #foodbev#twitter #foottraffic#jessica
15. In “The Bug Circus Generator” ad from telecommunications company Qualcomm, creepy crawlers inhabit a miniature circus and power a smartphone with their limbs.The 89-second commercial for Qualcomm’s Snapdragon platform features a praying mantis on a bike, tarantula on a treadmill, scorpion on a rotating wheel as well as Madagascar cockroaches and a death feigning beetle on the merry-go-round and in a cannon. At one point, the clip flashes, “100% Bug PoweredSmartphone.”The video attracted more than 600,000 views within its first few days, and is currently at 1.2 million. VIDEO URL: http://www.youtube.com/watch?v=CPwDkVnF-YQEMBED CODE FOR VIDEO <iframe width="560" height="315" src="http://www.youtube.com/embed/CPwDkVnF-YQ" frameborder="0" allowfullscreen></iframe>http://mashable.com/2011/10/19/bug-circus-generator-smartphone-snapdragon/Tags:#b2b #tech #mobile #chips #contentmarketing #entertain#youtube#jessica
16. Owned > Earnedhttp://www.briansolis.com/2012/07/a-social-publishing-model-from-intel-iq/http://iq.intel.com/story/8513442/iq-a-new-publishing-model-1
17. http://blogs.intel.com/marketeer-musings/2012/06/22/the-blending-of-media/Nancy Bhagat is Vice President of Sales and Marketing at Intel, and serves as Director of Marketing Strategy and Campaigns.
18. Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
19. If your effort is kicking off, start by conducting analysis of what’s happened in earned, and owned channels. We often heard from interviews that earned tells you what target market is saying or where they are, which informs owned.  However in most cases, launches were built off existing products so analysis on owned was common.  This analysis should be conducted looking back several periods (months to years).
20. Often companies jump to decide what they say, without analyzing what people want to hear, and that’s why the prior phase on analysis and reporting was a requirement.  Companies can now develop a content strategy, but should understand how it changes and varies depending on the following variables:  product type, geography, channel, screen, and source of information.  Note that this spans many internal teams from corpcomm, brand marketing, media buying, social media team and all related agency partners.
21. This phase requires both internal governance on message and engagement orchestration that includes communication, internal collaboration, a series of meetings, a clear leader and the tools to support.  We’re currently seeing a variety of tools from CMS, media network management, and social media management system (SMMS) technologies span this environment.
22. Real time measurement and iteration (center item) should be occurring as a baseline, as a result, post-publication, teams will identify hot paths and hot conversations where content is resonating.  Then, teams should invest in sending in content experts, community managers, product leads, executives, or influencers to trigger further discussion.
23. New media units have been on the rise from Facebook and Twitter in the form of social ads.  These units often can be promoted based upon resonating with earned or owned content in social networks.  Double and triple down on content that’s resonating to reach a broader audience, or tap into the social graph by allowing those involved to share with their networks.
24. Nothing is static in this real time world –even your umbrella messaging and tag lines.  Understand that messaging must evolve and change in real time to meet needs the changes of the market.  Savvy marketers will know when to bend, by involving customers into these process –and know when to stay on overall message to lead market to a new stance in positioning.
25. Above: Edelman’s David Armano shows a workflow between Paid Owned EarnedAnalyst Note: This early diagram quickly delineates a workflow among channels focusing on strength of eachSocial Marketing and Engagement, Slideshareby David J Carr (twitter, blog), Digital Strategy Director, Chemistry CommunicationsAnalyst Note: The integration of social listening, social engagement, email, website and communitiesSocial Marketing and Engagement, Slideshare

by David J Carr (twitter, blog), Digital Strategy Director, Chemistry Communications
Analyst Note: The integration between multiple channels both from awareness push to engagement and across screens