digital ecosystem: how to manage your paid, owned and earned media

Building A Customer Experience

Ecosystem

Using cross disciplines to drive connected awareness, engagement and customer acquisition.

But First …

How the world has changed and why ecosystems are now

so important …

It used to be simple …

One message can reach many people

One message could reach many people

But it is now more complex …

But it is now more complex …

Paid.

Owned.

Earned.

Paid Media

Print Adverts

Radio

Commercials

Online Ads

Owned Media

Website

Facebook Page

Mobile Apps

Store front

Brochures

Earned Media

Forums

Social Media

Word of Mouth

Your audience

Paid Prospects

Own Customers

Earned Advocates

They are inter-related

Website Social

Owned Media

Mobile

Owned media platforms

They are inter-related

Website Social

Owned Media

Mobile

Content Content is fed into your

owned platforms.

They are inter-related

Website Social

Owned Media

Mobile

Distribution

Content

Paid & Earned Media

And distributed via paid and

earned media.

They are inter-related

Website Social

Owned Media

Mobile

Distribution

Email SEO PPC

Content

Paid & Earned Media

Social

Offline Display

Which can take place across

many channels.

They are inter-related

Website Social

Owned Media

Mobile

Distribution

Email SEO PPC

Content

Paid & Earned Media

Social

Offline Display

And should bring people

back to your owned media

platforms.

Why?

Loyalty

Problem?

Complexity

An inter-related web of owned platforms that

collectively deliver the consumer a superior service

Ecosystems

What do we mean?

iPhone iTunes

iPad

Apple TV Laptop

CRM Website

Social

media

Television Online

Community

What do we mean?

Publicity

Newsletter? Website?

Social

media?

…? Online

Community?

Your Ecosystem

Print?

Your Company

How?

Making a customer experience ecosystem

Facebook

Making a customer experience ecosystem

Facebook Website Email

TV ad Google ads

Making a customer experience ecosystem

Facebook Website Email

TV ad Google ads

The digital ecosystem

“Buyers wait until they have

completed 60 - 80% of their research

before reaching out to vendors”

-------------------------------------- Michael Brenner, Senior Director of Global Marketing at SAP

Website

The digital ecosystem

The digital ecosystem

Your owned media becomes critical in the ecosystem.

Investing in Media

• Websites & Microsites

• Content strategies

• Social strategies

• Social management

• Mobile applications

Workshop 15 minutes

This concludes part 1

Now, a quick exercise to get us all thinking…

Question 1

Ecosystems need a clear understanding of digital channels.

So what are the key challenges for growing your business’s

digital channels and how do you overcome them?

Question 2

Pick a brand, and begin to map out its owned ecosystem.

Now identify ways to grow it to include further channels

Part 2: Test, learn, evolve

A bit more history …

In a campaign mindset, most of our effort is put in up front.

The Campaign is LIVE!

But Ecosystems are ‘always-on’

Always-on.

Evolving.

Collaborative.

Collaborate

Creativity, graphic design, product design,

mobile design, software programming, hardware

and infrastructure, app development,

organisational change, measurement and data

analysis, understanding of brands,

understanding of business, project management,

programme management, browsers and front-

end code, content strategy, social media, human

culture, economics, behavioural economics, user

experience,

Operating the ecosystem

Understanding the audience and

media channels is key to engaging with your customers.

Operating the ecosystem

How?

Operating the ecosystem

How?

• Research

• Strategy

• CRM

• Social listening

• A/B testing

• Adapting

• Analytics

• Engagement

models

• Campaign Metrics

• User analytics

• Real time

Understanding your customers

• Understanding the

customer behaviour

• Listening to social

conversations

• Defining the right

media channels

The Marketing Plan

• Digital landscape

changing rapidly.

• Yearly plans are no

longer effective.

• Quarterly planning to

review objectives and

adapt to market

conditions.

Engaging the customers

• Audience specific content

• Going out with a single voice

• Giving customers the

personalised experience

• Joining in on social

conversations

Engaging the customers

All that data

• Conversions

• Uncover opportunties

• Adapting marketing plan

In a nutshell

The Marketing Plan

Engaging with the Customers

Analysing the data

Adapting the marketing plan

Understanding Your Customers

Workshop 15 minutes

This concludes part 2

Now, a quick exercise to get us all thinking…

Question 1

What are ways your organisations can test, learn and

evolve? What do you currently test, and how can that be

improved?

Question 2

What are the barriers you face in trying to test, learn and

evolve? What can we do to overcome them?

Thank You

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