Intention Marketing - Incorporating Paid, Owned & Earned Media
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Digital Now Australia 2010 Alice Manners' Presentation For decades the only way to secure more media was to buy more media. Today, a larger audience can be reached more efficiently through a combination of paid (eg Google, Yahoo and MSN), earned (eg online PR, engaging communities such as Facebook) and owned media (eg your brand's website and other digital touchpoints). Combined, these three forms of media redefine the integrated mix needed to connect with consumers and capture a disproportionately large share of the intention they choose to express through their searches, mobile and social actions. Group M will show you how to drive anticipation, build excitement and foster community by capturing and promoting users' future plans.
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Intention Marketing - Incorporating Paid, Owned & Earned Media
- 1. Intention Marketing Incorporating Paid, Owned & Earned Media
- 2. 1 2 Paid, Owned & Earned (POE) Media Channels 3 Delivery & Direction The value we seek to extract from those experiences
- 3. 3
- 4. trends of the post broadcast age? Addressable Portable Interactive TransactionalSocial Searchable Data
- 5. Media will become more addressable Messaging to people and places Geography Behavior Location Time Reducing wastage Advertising Promotions New trading models A major privacy hurdle Federation square map Google plug that Layar is on the android phone
- 6. Media will become more addressable
- 7. Media will become more addressable
- 8. Portable across platform, time, device and place
- 9. Portable across platform, time, device and place
- 10. Media will become more searchable
- 11. Media usage will become more social • Human behavior enabled by technology - Communication - Collaboration •How do you want to be talked about? •Why should I keep your message? Why should I share it? •Messaging in the stream
- 12. Result – and just this image – sales result Media usage will become more social
- 13. Media will become more interactive
- 14. Media in the transaction chain
- 15. Data
- 16. Real Time Optimization - Mindshare has worked with LG to create a holistic digital brand check across paid, owned, and earned media. Data - LG Global Digital Health Check
- 18. P-O-E - No line thinking 18
- 19. 19
- 20. EARNED PAID OWNED Intention Marketing Paid media works harder without incremental investment because Earned & Owned are creating a higher funnel connection
- 21. 3 Key out-takes
- 22. 1. PAID -Deliver messaging to create awareness and a base of social relevance
- 23. 2. OWNED Direct the curious to brand experiences o Increase investment in the creation of owned media channels and don’t fear activating them prior to paid media campaigns o Syndicate and promote the sharing of those experiences to aid discovery by others and measure the effect.
- 24. 3. EARNED - Make the customer a full partner in the creative and distribution process Invite opinion and act on it in communication and in product development
Notas del editor
- Intention Marketing For decades the only way to secure more media was to buy more media. Today, a larger audience can be reached more efficiently through a combination of paid, earned and owned media. Combined, these three forms of media redefine the mix needed for connecting with consumers and capturing a disproportionately large share of the intention they choose to express. This presentation will focus on how to capture a disproportionate share of consumer intention as expressed in their searches, mobile and social actions.
- There are three central features of our approach. First, our attention has shifted away from paid media channels alone (exchange of money for exposure) to earned (social / PR) channels and owned channels. The owned channels include retail, web sites, apps, brand social profiles, events, CSR, co-produced programs with media partners and consumers, and other experiences. Second, we recognize that paid media channels have two prime functions: Delivery: The general creation of awareness and establishment of a relevant proposition Direction: Driving audiences to deeper experiences in the owned media channels Third, and the new and interesting part, is the value we seek to extract from those experiences.
- Marketing has become a lot more complex and consumers get brand experiences in a bewildering number of ways, especially on digital platforms
- So much has changed so quickly that it is legitimate to say we are at the beginning of the post-broadcast age and given that much of marketing science as we understand it is dependant on the dominance of broadcasting and that we have learned much and done much in a period of unitary influence that may not be replicated in the future. To understand how to play the new game we need to classify the key symptoms of change and their implications for advertisers.
- Addressability may be the partial answer to the ‘Wanamaker problem’ and may lead to some re-balancing of the total portion of marketing spend away from message distribution and towards message creation. Addressable television may also prove to be the gating factor to display advertising growth on the web and a rebalancing of risk between the buyers and sellers of inventory. This will not be restricted to the simple measure of online sales as advertisers learn to define events and interactions that act as indicators of future revenue.
- Book seller chain Borders will use popular location-based social network Foursquare to offer discounts to regular customers, with one social media expert saying the campaign serves as a lesson in mobile marketing for smaller businesses. The move comes as Foursquare's popularity has surged in the United States, although its Australian user base is still trailing behind Facebook and Twitter. Borders' campaign is one of the first major efforts of its kind in Australia. Social media expert and DDB digital strategist Con Frantzeskos says using mobile marketing techniques like Foursquare, and even Google Maps, is essential for small businesses. They cost essentially nothing to run, and offer a massive return on investment. "Location-based media isn't anything new, because local area marketing has been around forever. But with things like Foursquare, it can be highly targetted. With such low distribution costs, the actual return on investment is huge." "It doesn't matter if you don't get a huge number of people coming in because the cost to set everything up is so small." Foursquare works by having businesses set up profiles themselves, or through users identifying locations. The more users "check in" to those locations by visiting regularly, the higher their score and number of achievements. Regular visitors are also designed as a Foursquare "mayor" of that particular location. Some businesses are even getting in on the action by awarding their "mayors" discounts and other promotions – as Borders is doing now. The company's campaign will offer a 10% discount to every third check-in at a Borders store. The promotion will be held at all 26 stores and follows a number of users already checking into Borders on Foursquare already. Communications manager at Borders parent RedGroup Retail, Malcolm Neil, says while the Australian user base isn't huge, it still offers something useful and innovative to one of the company's key demographics – younger, more tech-savvy readers. "While it hasn't really taken off yet, we think it's a great way to offer more for our business. There is interest, and engagement, and Borders is the sort of demographic where people pick up on that sort of thing." Frantzeskos says the Foursquare iPhone app will make things easier for users, and even if it doesn't work the company wouldn't have lost much time and effort. "I would suggest for other businesses, if they aren't doing something similar to this, then they should. Any business with a physical presence should absolutely be involved in something like this, it costs nothing and delivers a good benefit." Ovum analyst Craig Skinner says the campaign serves as a good example of mobile marketing and notes that although Foursquare has been operating in Australia for just under a year, businesses shouldn't ignore it. "All it takes is the cost and time of the person setting it up. Particularly when businesses have customers aligned with this sort of technology, they can gain a lot from using a campaign like this."
- Procter & Gamble Co.'s Charmin, the nation's No. 1 toilet paper brand, has debuted its first mobile advertising sponsorship, working with global bathroom directory SitOrSquat Inc. on its Web site and mobile applications. The consumer packaged goods giant sponsored SitOrSquat's site and iPhone application to help consumers on the go find the cleanest public toilets worldwide. The site and application offered user-generated listings of bathroom locations and ratings, as well as details on hours of operation, handicap accessibility, showers and availability of changing tables. SitOrSquat is a New York-based user-generated service that lets consumers find bathrooms with myriad facilities including changing tables and handicap access across 55,000 bathrooms in 32 countries. It styles itself as "a place to find and record bathrooms anywhere in the world.“ Users who download the SitOrSquat application from the Apple iTunes Store to their iPhone can add their review when they have used one of the featured toilets. A "Sit" rating implies that the bathroom is clean and "Squat" means that it is not.
- Media is something you do. Leisure is active again Guitar Hero. Halo on Xbox Live, Facebook The challenge of marketing to active audiences
- Mindshare worked with Quaker Oats to launch a massive program across India to shake the nation from its complaceny mode when it comes to heart disease. Mindshare developed an integrated campaign featuring a highly useful online health check that quickly gained word-of-mouth across India. PepsiCo – Quaker Oats - India Challenge India is the Cardiovascular Diseases (CVD) capital of the World and as per WHO estimates 60% of World Heart Patients will be in India by end of 2010. Adults in India gave more importance to looking healthy versus being healthy & wouldn’t undertake any preventive steps towards healthy living. The key challenge was to shake consumers from ‘Complacency Mode’ by driving the difference between thinking/looking healthy vs. being healthy and in the process establish thought leadership on heart health for Quaker Oats. Insight Primary/secondary studies along with medicine journals revealed reasons for increasing heart ailments amongst Indians: 1. Importance given to physical appearance 2. Enhancement in the richness of diet 3. Reluctance to exercise 4. Prevalence of diabetes 5. Stress of modern urban living Lifestyle & genetics may have aged your heart more than you’ve aged- “Biological Age vs. Real Age”, “Is Your Heart Older Than You?” Sensitize individuals to the importance of ‘Heart Health’- “To be truly healthy you need to be Heart Healthy”. Idea Champion a social cause & create a nation-wide movement to influence behavior change to make India Heart Healthy “Make India Heart Healthy”- Create a Mission, a Movement that shakes the entire India!!! Activation The program was hosted on www.goodmorningheart.com website as a central anchor to drive the ‘Mission of Making India Heart Healthy’. First step was to make consumers aware of their hearts health by getting them to take the “Quaker Heart Health test” on the above website. Next step was to get them to act upon it:- Depending on the Risk, series of consumer engagements were rolled out- including Discounts on Lipid Profile test, tips on active lifestyle and healthy diet, free Quaker trial packs, Daily diet planner, etc. Across Television, Print, Radio and Digital platform conversations were created with consumers forcing them to stop and spare a moment for their heart. Mobile and Internet widgets helped consumers remain updated with heart health tips, healthy oats recipes & BMI/Calorie counter. Nutritionists and Dieticians helped in resolving ongoing health queries for them. Facebook & Twitter pages for Goodmorningheart.com are ongoing platforms with more than 2000 fans frequently interacting on health related concerns. Results and Effectiveness • Over 160,000 consumers taking the Quaker Heart Health Test at goodmorningheart.com website in less than 4 months • Over 60,000 downloads for Quaker Oats mobile application • 73% of Mission participants claim positive behavior change, e.g. Exercising, Eating healthy • Over 100 Million Impressions from the digital activity with 1 Million+ clicks and 90,000 leads generated for Quaker Oats • 74% growth in Quaker Oats Volumes at the back of this initiative • Judged by Indra Nooyi, Global Chairman and CEO of PepsiCo as the ‘Best campaign across PepsiCo globally for the year 2009’ • Received ‘Performance with Purpose Award’ from Indra Nooyi, Global Chairman and CEO of PepsiCo • Received ‘Best Integrated Communications Award’ at Mindshare APAC Purple Head Awards for 2010
- Whopper the official burger of the AFL. Footy tips – AU biggest sport community. Competition: 8 from 8 Tipping a whopper is now part of the vernacular embedding the brand in the game
- Your website/retailer site is a crucial source of information and influence Australia needs to leverage this better & link the online – store experience Do it now while the AUD is strong and buyers are searching for O/S bargains
- The common lifeblood that runs through our POE media exposure is data Our agencies generate billions of impressions - & that’s just the advertising Marketplaces are beginning to operate on close to real time Moving away from paying for exposure to paying for outcomes
- In our opinion, paid media remain a key piece of the puzzle, but earned and owned media will create more relevant opportunities to connect with consumers, and at lower cost. By optimizing a brand’s web site as well as tagging and distributing digital assets like video imagery and content (PDFs), a brand can start optimizing for the broader terms which represent the starting point for consumers in the funnel process. Earned media enables two further forms of connection. Brand searches are a hallmark of paid media, but most queries are expressions of intent which mention no brands. These are queries that touch upon topics, attributes and broad category inquiries. These keywords can get expensive as more advertisers use paid search. Our view is that by activating community, we can both engage earlier and within the context of a relevant experience. Through this engagement we prime the funnel for what we term ‘propulsion’. In a ‘propulsion’ strategy, paid media work harder without incremental investment, because earned (social) and owned (organic) media are creating a higher funnel connection. Thus as consumers go experience the brand’s touchpoints as they move down the funnel they become more inclined to engage with a brand - and when finally exposed to paid (search) media, will be more likely to click and convert: a better result for the same investment or less.
- The behaviors enabled by infrastructure and devices are more interesting than the infrastructure itself. Most recently, explosive growth of social networking, search, mass video consumption and gaming, has changed the very nature of media for those who marketers seek to influence. The supply side of the media economy is now uncapped. ‘Paid media’ here means the auctions run by Google, Yahoo and MSN. ‘Earned media’ means creating and using communities to engage with a brand and its assets. ‘Owned media’ are these assets: a brand’s web site and its other digital communication touch points. Combined, these three forms of media redefine the mix needed for connecting with consumers and capturing a disproportionately large share of the intention they choose to express.