paid owned earned what it means... beyond words didier ackermans

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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.

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  • 1. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Paid Owned EarnedWhat it means... beyond wordsBMMA Digital AcademyThursday 8 March 2012

2. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#POE!WTF?Thursday 8 March 2012 3. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#POE!A thing of the pastThursday 8 March 2012 4. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$# POE!Or how to rebrand somethingthat existed for a centuryThursday 8 March 2012 5. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$# Paid(space @ Jacobs)Owned Coke machine Earnedenthusiastic consumersand bartendersThursday 8 March 2012 6. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#The rst radio soap opera circa 1910Thursday 8 March 2012 7. !"#$%&()#Nothings*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#changed... ... reallyThursday 8 March 2012 8. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Except maybe...Thursday 8 March 2012 9. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#log ychnoTeThursday 8 March 2012 10. Technology accelerates !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$# Moores Law Means More Performance (and lower prices)Thursday 8 March 2012 11. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$# Technology has given a wonderfulopportunity for self expression andendless conversations, without boundaries, free from censorshipThursday 8 March 2012 12. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#What means increased technology in a media environment?Thursday 8 March 2012 13. M r adsec negne oen atrovrecfThursday 8 March 2012 14. Thursday 8 March 2012 15. Thursday 8 March 2012 16. Thursday 8 March 2012 17. Thursday 8 March 2012 18. Thursday 8 March 2012 19. Thursday 8 March 2012 20. Thursday 8 March 2012 21. Thursday 8 March 2012 22. Thursday 8 March 2012 23. Welcome in thesociety of appliancesThursday 8 March 2012 24. Content rather than mediaThursday 8 March 2012 25. Thursday 8 March 2012 26. Thursday 8 March 2012 27. Thursday 8 March 2012 28. Thursday 8 March 2012 29. Thursday 8 March 2012 30. Thursday 8 March 2012 31. Thursday 8 March 2012 32. All (content) media getting digitalThursday 8 March 2012 33. Thursday 8 March 2012 34. Thursday 8 March 2012 35. Thursday 8 March 2012 36. Thursday 8 March 2012 37. Thursday 8 March 2012 38. Thursday 8 March 2012 39. Thursday 8 March 2012 40. Thursday 8 March 2012 41. Thursday 8 March 2012 42. Thursday 8 March 2012 43. !"#$%&()#Something else *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#changed in the last century...Thursday 8 March 2012 44. The need to differentiate!"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Thursday 8 March 2012 45. In order to catch the top loyal customers !"#$%&()#*+%,#,-.,-*/,#$/# Who are the most0,-(%# (1(0-$#valuable customers? I love it Bonding What do they wantand what are they I like it Advantagelooking for?Its OK Relevance & Performance What motivatesthem? Ive heard about itPresence I dont know anything about itNo PresenceThursday 8 March 2012 46. Loyalty is the key to growth!"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Im discovering the only possible pathway to growthis when you earn the enthusiastic loyalty of your corecustomers so that they become Promoters. These customers act as your sales force, your marketingorganization, and your PR agency. Fred Reicheld, Loyalty strategist and author of Loyalty RulesThursday 8 March 2012 47. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$# So what does it mean forbrands? How can they build on those new paradigms?Thursday 8 March 2012 48. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Thursday 8 March 2012 49. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Flows media Platforms mediaThursday 8 March 2012 50. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#Media Brands Content platformsThursday 8 March 2012 51. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#One contentMultiple channelsThursday 8 March 2012 52. Top!"#$%&()#Up*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Down BottomThursday 8 March 2012 53. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Product centricBrand drivenCommunication communicationThursday 8 March 2012 54. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$# Elite talking to the mass Masses talking to massesThursday 8 March 2012 55. How it used to be !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#This is my brand, which you should buyThe WorldMy WorldOur World My social Governments Me Companies networks NGOsThursday 8 March 2012 56. How it is now!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%# Dont buy that brand, buy this(1(0-$# one instead!My WorldOur WorldMy socialThe World GovernmentsMe networks CompaniesNGOs This is how I feel about this brandThursday 8 March 2012 57. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#Talk to Talk amongstThursday 8 March 2012 58. MassNicheOne-2-one Network!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#BrandBrand BrandBrandThursday 8 March 2012 59. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#Imposed advertising Shared contentThursday 8 March 2012 60. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$# Storytelling Advertising propaganda Brand experienceAuthenticityThursday 8 March 2012 61. !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#A new communicationframework for brands(not POE...)Thursday 8 March 2012 62. The past: a push - pull funnel!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$# Above the lineMass MediaDirective ads SegmentedapproachPOS/focused channels PurchaseLoyalty, CRM,fertilization...Thursday 8 March 2012 63. Today: an upstream strategy!"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Presence in mind DirectiveDeliver content and feelings EngagingtouchpointsDialogueContact with the brand Relation with the brand Product experienceDaily life Satisfaction & advocacyThursday 8 March 2012 64. The 3 Ds: 3 levels for dening communications!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#DirectiveDialogueDaily lifeThursday 8 March 2012 65. Directive !"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#Passive sponsorship Unwished web(1(0-$#Street marketingformats Sample distrib TV standard adsRadio standard adsNational outdoor networksShop facings andUnopened docs via displays post boxesPrint mediaClassical ads Cinema commercialsSpams & smsThursday 8 March 2012 66. Dialogue!"#$%&()#*+%,# One to one marketing ,-.,-*/,#$/#0,-(%# Mails and emails(1(0-$# exchangesAmbient active sponsorshipTargeted sponsorhip Search formatsAdvertorial Interactive web functions eventsDealer contacts Club membership CRM actionsTV product placementBrand websiteThursday 8 March 2012 67. Daily life !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$#Search enginesExpertsProduct testsProduct trialsPortals / specialised websitesCommunitiesWord of mouth Buzz effects Consumerism &public informationThursday 8 March 2012 68. !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$# Only brands true tothemselves and transparent enough will pass thetest (except maybe ... Apple)Thursday 8 March 2012 69. Ask yourself the right questions!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%# Who is the most valuable consumer? (not socio-demo but(1(0-$#attitude, behaviour...) What relationship do consumers have with my brandscommunications? How do those consumers make their decisions(remember that everyday in the consumers mind iselection day) What is the big challenge? (a challenge, not just anobjective)Thursday 8 March 2012 70. Ask yourself the right questions!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$# How will we engage consumers? (thats where the heartof the strategy lies) The key need for an engagementplatform Which channels will we use, when, where and how? (thinkof those channels that will reinforce the brand promise,not only those that have the highest reach) How will we make it happen? (thats the most pragmaticpart of course...)Thursday 8 March 2012 71. And remember ! !"#$%&()#*+%,#,-.,-*/,#$/#0,-(%# (1(0-$# Not product rst Not brand rst Not media or touchpoints rst Not creation rst But CONSUMERS rst !!Thursday 8 March 2012 72. Why consumers rst?!"#$%&()# *+%,# ,-.,-*/,#$/# 0,-(%#(1(0-$#B;C%"#*+%"#D"*C