paid owned earned what it means... beyond words didier ackermans
DESCRIPTION
Earned Owned Paid media, Bought Owned Earned media. De multiples appellations mais surtout une absolue nécessité de penser différemment la façon de communiquer pour les marques et d’envisager leur relation au consommateur. L’univers de la communication digitale au sens large a bousculé les codes et les habitudes et oblige à revoir le modèle.TRANSCRIPT
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Paid Owned EarnedWhat it means... beyond words
BMMA Digital Academy
Thursday 8 March 2012
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POE!WTF?
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POE!A thing of the past
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POE!Or how to rebrand something
that existed for a century
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Paid(space @ Jacob’s)
OwnedCoke machine
Earnedenthusiastic consumers
and bartenders
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The first radio soap opera circa 1910Thursday 8 March 2012
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changed...... really
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Except maybe...
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Technology
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Technology accelerates
Moore’s Law Means More Performance (and lower prices)
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Technology has given a wonderful opportunity for self expression and
endless conversations, without boundaries, free from censorship
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What means increased technology in a media environment?
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More and faster convergence
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Welcome in the society of appliances
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Content rather than media
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All (content) media getting digital
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changed in the last century...
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The need to differentiate
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In order to catch the top loyal customers
No Presence
Presence
Relevance & Performance
Advantage
Bonding
I don’t know anything about it
I’ve heard about it
It’s OK
I like it
I love it
•Who are the most valuable customers?
•What do they want and what are they looking for?
•What motivates them?
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Loyalty is the key to growth
« I'm discovering the only possible pathway to growth is when you earn the enthusiastic loyalty of your core
customers so that they become Promoters. These customers act as your sales force, your marketing
organization, and your PR agency. »
Fred Reicheld, Loyalty strategist and author of “Loyalty Rules”
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So what does it mean for brands? How can they build on those new paradigms?
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“Flows” media Platforms media
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Media Brands Content platforms
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One content
Multiple channels
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Top
Down
Bottom
Up
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Product centric Communication
Brand driven communication
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Elite talking to the mass Masses talking to masses
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Our WorldMy socialnetworks
My WorldMe
“This is my brand, which you should buy”
The WorldGovernmentsCompanies
NGOs
How it used to be
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How it is now“Don’t buy that brand, buy this
one instead!”
My WorldMe
The WorldGovernmentsCompanies
NGOs
Our WorldMy socialnetworks
“This is how I feel about this brand”
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Talk to Talk amongst
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Mass Niche One-2-one Network
Brand
Brand Brand Brand
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Imposed advertising Shared content
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Advertising propagandaStorytelling
Brand experienceAuthenticity
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A new communication framework for brands
(not POE...)
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The past: a push - pull funnel
Above the lineMass MediaDirective ads
Segmented approach
POS/focused channels
PurchaseLoyalty, CRM, fertilization...
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Today: an upstream strategy
Presence in mindDeliver content and feelings
Engaging touchpoints
Contact with the brand
Relation with the brandProduct experience
Satisfaction & advocacy
Directive
Dialogue
Daily life
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The 3 D’s: 3 levels for defining communications
Directive
Dialogue
Daily life
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Directive
Street marketingSample distrib
National outdoor networks
Print media Classical ads
Passive sponsorship
TV standard ads
Shop facings and displays
Cinema commercials
Unwished web formats
Radio standard ads
Unopened docs via post boxes
Spams & sms’
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Dialogue
Ambient active sponsorship
Advertorial
Dealer contacts
Mails and emails exchanges
Search formats
events
CRM actions
One to one marketing
Targeted sponsorhip
Interactive web functions
Club membership
TV product placement Brand website
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Daily life
Experts
Portals / specialised websites
Consumerism & public information
Search engines
Product trials
Word of mouth
Product tests
Communities
Buzz effects
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Only brands true to themselves and transparent
enough will pass the “test” (except maybe ... Apple)
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Ask yourself the right questions
•Who is the most valuable consumer? (not socio-demo but attitude, behaviour...)
•What relationship do consumers have with my brand’s communications?
•How do those consumers make their decisions (remember that “everyday in the consumer’s mind is election day”)
•What is the big challenge? (a challenge, not just an objective)
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Ask yourself the right questions
•How will we engage consumers? (that’s where the heart of the strategy lies) The key need for an engagement platform
•Which channels will we use, when, where and how? (think of those channels that will reinforce the brand promise, not only those that have the highest reach)
•How will we make it happen? (that’s the most pragmatic part of course...)
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And remember !
•Not product first
•Not brand first
•Not media or touchpoints first
•Not creation first
•But CONSUMERS first !!
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Why consumers first?
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Why consumers first?
No Presence
Presence
Relevance & Performance
Advantage
Bonding
I don’t know anything about it
I’ve heard about it
It’s OK
I like it
I love it Because when consumers are more likely to recommend, it
is because they see an advantage, or when they have
a real preference (rational and / or emotional).
And that’s where the money is !
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Takeaways• POE, 3D’s, or any other, are just methods to help you think
differently.
• What really matters is the consumer.
• Whatever the sector, brands must think about the value they bring to this consumer.
• Consumers increasingly consume content.
• Consumers are ready to engage with a brand when they see an advantage.
• We slightly move from the digital media to all media going digital
• Touchpoints must reinforce the promise, not just push the message
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A few interesting examples
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Ryanair : true to oneself
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The IdeBank case
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Ethias safe route planner
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Audi A7 Sportback
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Nivea FYI mag
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Palm Live Café
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Thank you
Thursday 8 March 2012