Red Bull's sponsorship of Felix Baumgartner's record-breaking skydive generated immense earned media exposure. In the days surrounding the jump, there were over 8 million livestream views, 2,000 tweets per second, and 29,000 Facebook shares in under 40 minutes. The jump boosted searches for Red Bull above even the terms for the event itself. Red Bull's long-term sponsorship of extreme sporting events through its owned media provides the foundation for generating massive earned media when record attempts occur. The skydive case demonstrates how fully integrating paid, owned, and earned media across the entire consumer journey can achieve unprecedented levels of awareness and influence for a brand.
The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
Executive Master in Marketing & Advertising Everything is Media
1. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Everything is media !
Paid, Owned, and Earned Media:
Marketing “Silo Breaker”
Hugues L. Rey - April 2014
7. P
$420 M
Among top 100
$200 on TV
$33 million outdoor
O
$5,000 in gross sales-per-square-foot
best all other U.S. chains
iTunes 200 M accounts
E 1,6 M fans only
8. EXECUTIVE MASTER IN MARKETING & ADVERTISING8 |
Agenda
Concept & Definition – Bluring Boundaries
How Much ? (Havas Media) POE Study 2013
How ?
From Funnel to Cycle – ZMOT
Case: Twelp Force
POE Media Working Together Convergence
Case: A&F + Red Bull
Shopping Experience
Case: Burberry
Marketeer Challenges & Organization transformation
POE as a Change Management Tool: The "Silo" Breaker
POE & Data
Conclusion
9. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Paid.Owned.Earned
Concept & Definition
EXECUTIVE MASTER IN MARKETING &
ADVERTISING
9 |
15. So, forget paid media?
? % ? % ? %
Source : POE Research 2012 by Havas Media
Control
Expensive
Wide audience
(reach!)
Control
Cost efficient
Often limited
to customers
No control can be
negative
Cost efficient
No control, but crucial
in the purchase cycle
16. Brands that do not integrate paid, owned and
earned media types are at a disadvantage
16
Fragmented messaging, inconsistent branding
Redundant efforts, no communication/
collaboration
Departments competing for budget
Low customer engagement/ advocacy
Convergence begins to occur in traditional media
17. Creating branded „surround sound‟: how
media types influence and enable each other
17
PAID
OWNED
EARNED
Drives volume
Instructs where to amplify
29. 55% 40% 5%
Carrefour 57% 40% 3%
Leclerc 61% 37% 2%
Auchan 63% 31% 6%
Intermarché 64% 33% 4%
Decathlon 47% 46% 6%
Leroy Merlin 57% 37% 5%
Darty 55% 40% 5%
Ikea 42% 46% 12%
FNAC 32% 65% 4%
La Redoute 53% 43% 4%
But 66% 30% 4%
Les 3 Suisses 54% 41% 5%
Monoprix 43% 47% 10%
Galeries Lafayette 49% 41% 10%
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA : leader Earned de la distribution
EP O
30. EXECUTIVE MASTER IN MARKETING & ADVERTISING
POE – How Much ?
Havas Media POE 2013 Study
EXECUTIVE MASTER IN MARKETING &
ADVERTISING
30 |
31. 31
THE
st
MEASUREMENT of
GLOBAL MEDIA PERFORMANCE
THE MEASUREMENT
of
st
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA EARNED MEDIAOWNED MEDIA
P O E
EVOLUTION
2012
• 114 brands / 10 sectors
• Analysis of different
sectors
EVOLUTION 2013
• 254 brands / 22 sectors
LAUNCH OF
RESEARCH in
2011
• Field in 2 waves
• 100 brands / 10 sectors
33. 33
GLOBAL MEDIA PERFORMANCE
« pls indicate the frequency at which you see, read or
hear something about the following brands » :
RARELY
NEVER
SOMETIM
ES
OFTEN
34. 34
P O E
POE « You are exposed to this brand through
the following » :
Advertising in media (TV,
Internet, Radio, outdoor, print)
Brochures, (e-)mailings
Promotional gifts, trade fairs
Sponsored events
Web Site, facebook page of
the brand
Point of sale
Catalogue or magazine
of the brand
Opinions of friends and family,
word of mouth
Opinions of surfers
(blogs, forums, community
networks, etc ...)
Press coverage
39. 39
P
O
E
55% 22% 23%
PAID MEDIA
STILL WIN THE RACE
2013
2012 59% 19% 22%
2011 average of 100 brands 2012 average of 114 brands 2013 average of 254 brands
2011 58% 17% 25%
40. 40
PAID MEDIAP
55% of PAID MEDIA‟S impact comes from
ADVERTISING
27% from DIRECT MARKETING
While 18% comes from SPONSORSHIP &
EVENTS
41. 41
OWNED MEDIAO
38% of OWNED MEDIA‟S impact comes
from the INTERNET SITES of the various
brands
23% from CATALOGUE OR
MAGAZINE of the brand
While 39% comes from the POINT OF
SALES
42. 42
EARNED MEDIAE
36% of EARNED MEDIA‟S IMPACT comes
from OPINIONS of FRIENDS AND
FAMILY
23% from OPINIONS of SURFERS
(blogs, forums, community networks, etc ...)
41% from ARTICLES ET PRESS
COVERAGE in the various media
43. 43
55% 22% 23%
Google 28% 40% 32%
Microsoft 32% 41% 27%
Facebook 28% 37% 36%
Coca-Cola 73% 5% 21%
Nokia 35% 41% 23%
Nivea 71% 7% 22%
Belgacom 38% 42% 20%
Côte d’Or 74% 6% 20%
Spa 73% 5% 22%
Oral B 77% 4% 19%
BRANDS EXPOSURE PAID OWNED EARNED
P O E
50. EXECUTIVE MASTER IN MARKETING & ADVERTISING
POE – How ?
POE Media Working Together – Convergence
Case: Abercrombie & Fitch / We are Tennis
From Funnel to Cycle – ZMOT
Case: Twelp Force
POE & Shopping Experience
Case: Burberry
Owned to generates maximum of Eraned
Case: Red Bull
50 |
52. Converged Media Example: Earned + Paid
52
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
59. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Bienvenue
dans un nouveau modèle d’impact
18 Octobre2012 – Havas Media – Planning Stratégique
60. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un impact Earned record
pendant l’événement...
• 8 millions d’internautesconnectés sur le live YouTube au
momentdu saut. 16 fois le précédent record, détenu par
Google pendant les J.O
• 2.000 tweets/secondeont circulé pendant le saut
• En moins de 40 minutes, la photo du saut a été partagée
29.000 fois, likée 216.000 fois et commentée 10.000 fois sur
Facebook
• Diffusé en TV sur plus de 40 networks, dans 50 pays. En
France, BFM TV avait l’exclusivité : 1,7m de téléspectateurs,
record de la chaîne à cet horaire (6,4% de PDA)
62. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un Earned attribué à Red Bull
dans le volume de requêtes
Requêtes record pour Red Bull
Annoncedu saut
Des requêtes aussi fortes
sur la marque que sur l’événement
Saut
Le nombre 100correspond
au volume de recherche maximal
63. EXECUTIVE MASTER IN MARKETING & ADVERTISING
L’événement booste Red Bull
face à ses concurrents...
Requêtes record pour Red Bull
65. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un Earned qui inspire les marques...
66. EXECUTIVE MASTER IN MARKETING & ADVERTISING
...et les internautes
Des fans de Lego réinterpètent le saut en stop motion
67. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Comment Red Bull
en est arrivée là ?
68. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Les sports extrêmes,
l’ADN Owned Media de Red Bull
• Red Bull dépenserait 30% de son CA
(4,25 milliards € en 2011) dans le sponsoring sportif
• La marque organise 500 manifestations sportives
par an dans le monde
• Très souvent tournées vers les sports extrêmes :
Red Bull Cliff Diving (plongeon),
Red Bull Crashed Ice (course de patins à glace),
Red Bull Air Race (voltige)...
• Présente aussi dans les sports plus “classiques” :
le football avec les équipes des Red Bulls de NYC,
le Red Bull Salzbourg,
la F1 avec l’écurie Red Bull
• Championne du monde des constructeurs 2010 & 2011
avec des retombées médias valorisées à 148,7 millions € en 2011
69. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Felix Baumgartner,
le meilleur VRP du monde
•Un partenariat juste (vs la marque)
et fort/long terme (vs projet de F.Baumgartner)
qui se substitue à un investissement Paid Media
• Cela fait plus de 10 ans que F.Baumgartner
et Red Bull font tomber les records
• Une dizaine de records du monde établis depuis 1999,
toujours sponsoriséspar Red Bull
• Felix a 1,3 millions de fans Facebook. Il en avait 25.000 il
ya 10 jours
Japon - 2007
Brésil - 2001
Angleterre- 2003
70. EXECUTIVE MASTER IN MARKETING & ADVERTISING
Un impact qui permet
d’entretenir le Earned...
• Un documentaire de 90 minutes dédié à Red Bull Stratos est en
cours de réalisationpar la BBC et National Geographic et va être
diffusé d’ici un mois en TV sous licence BBC Worldwide
• La marque va analyser les donnéescollectées durant l’opération
• Les instrumentsqui ont permis à F.Baumgartner de réussir son saut
(ballon, casque, bottes, gants, capsule) vont être brevetés “Red Bull”
• En attendant, on peut acheter les produits dérivés pour entrer aussi
dans l’histoire oula BO du saut sur iTunes
La BO du saut sur iTunes – Le son ici
75. What is ZMOT?
75
The Zero Moment of Truth
refers to all the research
consumers do online before
making a purchase.
The internet has empowered
people to know more about the
product they’re going to buy,
than the person selling it to
them.
76. The Traditional Mental Model of Marketing
(B2C)
76
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
77. The New Mental Model of Marketing
77
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-home
At shelf
In-store
Experience
82. “Most fashion brands still approach
digital as a series of pet projects
rather than presenting a coherent
multi-platform strategy”
- Scott Galloway, founder of L2
83. “A brand is not just about product, it‟s about
experience as well, and experiences need to
come from the center of a community,”
24/01/12
- Christopher Bailey
85. • Experience - Look beyond the product to
create content
•Renewal and Relevance
•Collaboration
•Design
•Commerce
•Usability
The Digital Path To Success
86. Renewal – New content to be
created at a consistent frequency
and standard. How often will you
distribute and will it be
daily, weekly, monthly.
Relevance – The content has to be
relevant to the brand/product this
does not mean the content has to be
from the category that the product is
in.
Burberry Instagram – using photography uploaded
on a day that it rained. Connecting with people who
are in London experiencing the same weather.
“32% of consumers time is spent
online, including on their mobiles,
yet global digital budgets are only
about 17% of overall spend this
year.” – Martin Sorrell, CEO WPP
Renewal and Relevance
87. •Like minded curators
•With Large/Highly interactive
audiences
•Some leverage to be creative
The Art Of Collaboration
88. There are two
great functions on
Burberrys home
store; a click to
call, or chat. This
action creates a
personal assistant
as if you was in
store.
Personalised customer service
IPads were installed in selected stores to enhance the customer experience
by being able to access the Burberry world website, allowing the consumer
to find out product information to push them further down the purchase
funnel.
Consumers are looking beyond the label for information online when
researching a product before purchasing. In fact, by some accounts, about
half of all retail sales today are online or web-influenced.
Digital
sales up
50% in
2010
E-commerce
89. Content Calendar
X45
Tweets
x10 original photos on
Instagram
YouTube - x6 videos a
month: beauty how
to, 2 acoustic, 2 current
campaign videos
x15 Facebook -
wall posts
Google+ x3 videos
and 7 photos of
products of festive
campaign and
cosmetics
98. Periodic Strategic & Analysis Reporting
98
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
99. Content Strategy
99
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
100. Publication Across Channels
100
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, ….
101. Engagement
101
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
102. Amplification
102
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
Tap into social graph by allowing those
involved to share with their networks
103. Restructuring
103
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
104. Conduct in real-time to allow for
rapid iteration
Communicate progress to
company via simple reporting
• Daily wrap-ups, trend diagrams,
real-time tickers
104
Measurement a baseline requirement across all
phases
105. • Paid
– Bilans – All Medias + Social Ads
• Sum of brut contacts / Medias
– Direct Mail (On/Off) figures
• Owned
– Web Analytics – Advertiser Website + Microsite + Mobile Site
• Sum of weekly unique visitors
– Traffic in Shops
• Sum of Weekly unique visitors (to be estimated)
– FB Fanpage / Twitter Followers
• Sum of weekly unique visitors
– Advertiser Magazine Distribution Figures
• Floating average (3 months 60-30-10).
• Earned
– AuxiPress
– Synthesio
105
POE – Top Down Data to be collected
Relate Times Square story.Consumers will have many choices in their journey, much how this times square experience overwhelms but gives buyers options. This same experience will happen digitally for consumers, even in their homes.
Bienvenue au cœur du business model d’Apple, qui via la multiplication des points de contacts, iPod, iPhone, iPad…et demain Apple TV a multiplié les points de vente.En 2001, Apple lançait l’iPod, nouveau point de contact pour la marque et un nouveau terrain de jeu s’ouvrait pour Apple : la musique. En 2003, naturellement Apple devient un point de vente online via iTunes. (plus de 60% des ventes de musique en ligne en France, plus de 15 % du marché total) Apple ne vend plus seulement des terminaux mais de la musique. Le 19 mai 2001 à Tyson’s Corner en Virginie, Apple se matérialisait en point de vente off line… depuis 354 autres Apple Stores ont ouvert dans le monde, aujourd’hui Apple, c’est 5 000 $ de CA/ m2, record toutes chaines confondues aux USA.Le 11 juillet 2008 ouvrait l’App Store, nouveau point de vente online, le 6 juin 2011 : 425 000 applications sont disponibles, dont 90 000 pour l'iPad et 100 000 jeux, 14 milliards d'applications téléchargées en 3 ans, 300$m de CA.A terme, les revenus issus de la distribution de logiciels tiers pourraient devenir aussi importants que la vente des appareils. Point de contact, point de vente, Apple n’est pas seul dans cette nouvelle course à l’audience, nouveau Graal du moment où il est de plus en plus cher d’acheter l’attention du public.
Keynote – le aerned ultime: PR et Buzz
Owned: ookverkooppunten
http://jess3.com/facebook-vs-twitter/
Wezittenallemaal in advertising, dus vertrouwenwetoch in paid?
There is more than trust….http://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/ But can paid be given up completely? For most brands, that strategy isn’t really feasible given both the broad reach and historical success associated with paid media.how paid, owned and earned can work together to improve trust and deliver better results
From a brand perspective, converging media types has tremendous value: The insights that accompany analyzing earned media instruct and inform the areas in which to amplify using paid and where to innovate with respect to owned. Owned media provides the platform upon which earned and paid can exist and is foundational to the brand presence and messaging, which inspires earned. Paid media helps drive volume to owned and earned channels, and ultimately what amplifies the brand message. MORE AND MORE, EARNED INFORMS CREATIVE FOR PAID AND OWNEDMore and more brands use earned to inform paid and owned investmentReveals demographic trendsHighlights what audience is talking/cares aboutShowcases optimal channels for investment
how paid, owned and earned can work together to improve trust and deliver better results
Gestardbegin 20e eeuw om camping en safarikleren te makenvoor Roosevelt en Ernest Hemmingway/1992 overgenomendoor Mike Jeffries, nu 68 jaar oud.DuidelijkepositioneringDoelgroepteensVisueelzeerconsequent ->seenextslideals je Abercrombie & Fitchtijpt in Google Images
Geengroteverassing dus datze dus gigantischveel fans hebben op de FB pagina.
The first and second moments of truth were a revelation when marketers first discovered them. It helped them focus their messaging and drove them to market more effectively by tying together messaging at the each intersection of the customer experience.
Electronics, Shoes, and Apparel lead the way in showroomingWhat is Showrooming? Showrooming is when a customer visits a brick and mortar retail location to touch and feel a product and then goes online to buy the product at a lower price.
How you can apply Burberry’s principles to your brandSuggested steps:Develop always-on engagement plans emanating from the brand IBCEncourage design simplicity for intuitive user interactionCreate relevant content in the form of Collaboration and Experimentation – with a consistent feel and lookMake the target audience feel important
Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
If your effort is kicking off, start by conducting analysis of what’s happened in earned, and owned channels. We often heard from interviews that earned tells you what target market is saying or where they are, which informs owned. However in most cases, launches were built off existing products so analysis on owned was common. This analysis should be conducted looking back several periods (months to years).
Often companies jump to decide what they say, without analyzing what people want to hear, and that’s why the prior phase on analysis and reporting was a requirement. Companies can now develop a content strategy, but should understand how it changes and varies depending on the following variables: product type, geography, channel, screen, and source of information. Note that this spans many internal teams from corpcomm, brand marketing, media buying, social media team and all related agency partners.
This phase requires both internal governance on message and engagement orchestration that includes communication, internal collaboration, a series of meetings, a clear leader and the tools to support. We’re currently seeing a variety of tools from CMS, media network management, and social media management system (SMMS) technologies span this environment.
Real time measurement and iteration (center item) should be occurring as a baseline, as a result, post-publication, teams will identify hot paths and hot conversations where content is resonating. Then, teams should invest in sending in content experts, community managers, product leads, executives, or influencers to trigger further discussion.
New media units have been on the rise from Facebook and Twitter in the form of social ads. These units often can be promoted based upon resonating with earned or owned content in social networks. Double and triple down on content that’s resonating to reach a broader audience, or tap into the social graph by allowing those involved to share with their networks.
Nothing is static in this real time world –even your umbrella messaging and tag lines. Understand that messaging must evolve and change in real time to meet needs the changes of the market. Savvy marketers will know when to bend, by involving customers into these process –and know when to stay on overall message to lead market to a new stance in positioning.