Converged Media with Jeremiah Owyang of Altimeter Group

Converged Media:Paid, Owned, Earned

with Jeremiah Owyang

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3

The Converged Media Imperative:Combine Paid, Owned & Earned Media

Jeremiah Owyang

Industry Analyst

Altimeter Group

© 2013 Altimeter Group

Agenda

4

Defining Converged Media

How Successful Brands Deploy Converged Media

Converged Media Success Criteria

Workflow: Coordinating Paid, Owned, and Earned

Summary

© 2013 Altimeter Group© 2013 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


As consumption habits shift, brands require

media ubiquity

The average consumer sees c. 3,000 brand

impressions a day. Media is and will continue

to converge as brands are challenged to

intercept this elusive customer, regardless of

medium, channel or time of day


5 factors

5 FACTORS

3 factors

3 FACTORS

5 factors

5 FACTORS

advocacyawareness consideration intent purchase support loyalty

5X3X5=75

75X7=525


Digital Paid, Owned, and Earned media

microsites

corporate blog

corporate website

Sponsored posts, ads

PPC ads

Display, banner ads

Pay per post blogging


Investment in Earned and Owned increases in 2012

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012


A closer look into each media type

Source: Society of Digital Agencies (SoDA) via eMarketer, 2012


Now, let‟s define Converged Media

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



how media types influence and enable each other

PAID

OWNED

EARNEDDrives volume

Instructs where to amplify

Creating branded ‘surround sound’:

13

How many of you have

deployed converged

media campaigns in the

last 30 days?

Q


Which media type are

Facebook and Twitter?



all three!

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

Answer:


What does this look like on Facebook?

Owned

Paid

Earned


What does this look like on Twitter?

Owned

Paid

Earned


Converged Media Example:Earned + Paid

Bazaarvoice deploys paid advertisements

with user ratings and reviews. Microsoft

advertises with transparency; shoppers click

on the ads to learn more from their peers.

PaidEarned


How Successful SMB Brands Deploy

Converged Media



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.


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.


Monterey‟s Convention & Visitors Bureau,

SeeMonterey, leverages paid tweets to drive

engagement and content


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.


How a small Milwaukee Burger joint

draws a crowd (Part I)

Local Milwaukee Burger Joint, AJ Bombers 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.


And „swarm‟ they do; AJ Bombers draws

mass foot traffic, engagement (Part II)

• Increased sales by 110%, doubling its

typical Sunday sales numbers

• 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


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.

B2B can go viral too:


Converged Media Success Criteria


Altimeter identifies 11 criteria to successful converged media deployment


Brands that do not integrate paid, owned and

earned media types are at a disadvantage

Fragmented messaging, inconsistent branding

Redundant efforts, no communication/

collaboration

Departments competing for budget

Low customer engagement/ advocacy

Convergence begins to occur in traditional media


The value of each media type depends on the

business

Source: Zuberance Paid, Owned, Earned Media Study, April 2011

Owned36%

Earned32%

Paid32%

Biggest impact on business by category

Q: Which category has the biggest impact on your business in terms of generating

sales, new customers, and revenue from marketing-related efforts?

Owned media such as your

website or blog

Paid media such as search

engines, banner ads or other

advertising

Earned media such as reviews,

online forums, other sources for

peer advice


Workflow:

Coordinating Paid + Owned + Earned


Execution Workflow: Coordinating Paid,

Owned, and Earned as one orchestration



Periodic Strategic & Analysis Reporting

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


Content Strategy

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


Publication Across Channels

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.


Engagement

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


Amplification

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.

Bazaarvoice)

Tap into social graph by allowing those

involved to share with their networks


Restructuring

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


Conduct in real-time to allow for

rapid iteration

Communicate progress to

company via simple reporting

• Daily wrap-ups, trend diagrams,

real-time tickers

Measurement a baseline requirement across all

phases


Real-time marketing turbo-charges other efforts

Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.

http://golinharris.com/#!/insights/real-time-marketing-research/


40

When the Super Bowl lost power, Oreo quickly stepped into the spotlight

During the unexpected 34 minute

power outage at the Super Bowl,

Oreo stayed agile, designing,

captioning, and approving a clever

tweet in minutes which, within an

hour, received more than 15,811

retweets and drew 19,610

Facebook likes.


And then the cycle repeats…



But remember, workflows are unique to the organization

43

Who owns

converged media

initiatives at your

organization? Who

manages it?

Q


Putting the Pieces Together


We asked brands, agencies and vendors to rate the maturity of the

Converged Media space….


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.


Summary

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.

47

&Q A


THANK YOU

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

[email protected]

web-strategist.com/blog

Twitter: jowyang

With assistance from Jessica Groopman, Researcher

The Vocus family

About VocusVocus is a leading provider of cloud marketing software that helps

businesses reach and influence buyers across social networks, online and

through media. Vocus provides an integrated suite that combines social

marketing, search marketing, email marketing and publicity into a

comprehensive solution to help businesses attract, engage and retain

customers. Vocus software is used by more than 120,000 organizations

worldwide and is available in seven languages. Vocus is based in Beltsville,

MD with offices in North America, Europe and Asia. For further information,

please visit http://www.vocus.com or call (800) 345-5572.

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Converged Media with Jeremiah Owyang of Altimeter Group

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