It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
6. âThe convergence of paid, owned
and earned media has blurred the
distinction between each.
You donât need to design ads that
look like editorial content.
Great content is your adâ.
Richard Edelman,
President & CEO
6
C O N V E R G E D M E D I A
7. SOCIAL + SEARCH + CONTENT =
VISABILITY & VIABILITY
Native advertising,
social and mobile
have forced once
traditional marketing
swim lanes to blur into
each other.
Search engines and
social sharing behavior
further fuels the blurâ
while content becomes
core to visibility and
viability of a brandâs
reach, influence and
relevance.
PAID &
EARNED
Native Advertising
Amplified Earned
OWNED &
SOCIAL
Websites/Apps
E-mail
Social Networks
SOCIALSHARING
SEARCHENGINES
CONTENT
EARNED &
SOCIAL
Traditional Media
Blogs
Forums
7
Inspired by Altimeterâs Converged Media Imperative
16. 16
U.S. ADVERTISERS
WILL SPEND $66.35
BILLION ON TV THIS
YEAR, UP FROM $64.54
BILLION IN 2012 AND
SET TO RISE TO OVER
$75 BILLION BY 2017
Source: E-marketer
19. EVOLVING THE LINEAR MODEL
STRATEGY
& PLANNING
CREATIVE
& âBIGâ IDEA
EXECUTION
TESTING TESTING
Typical planning, creative and production
activities for integrated marketing often takes
a time intensive, linear path.
19
20. IN CONTRAST, TRENDS MOVE
MULTI-DIRECTIONALLY AND
RAPIDLY IN A DIGITAL,
SOCIAL & MOBILE CONTEXT
20
21. 21
WHATâS HOT?
53% OF MARKETERS
WORLDWIDE SAID
THEY PLANNED TO
MAKE GREATER USE
OF REAL-TIME DATA
IN 2013
Source: E-marketer
33. 33
CURATED
CO-CREATED
ORIGINAL
SPONSORED
CONSUMER GENERATED
CONTENT YOUR BRAND DEEMS
OF HIGHEST VALUE TO CONSUMERS
CONTENT WHICH IS CO-PRODUCED EITHER
PEER TO PEER OR BRAND TO PARTICIPANT
CONTENT PRODUCED BY THE BRAND
NOT TO BE FOUND ANYWHERE ELSE
CONTENT PRODUCED BY CONSUMERS
WITHOUT THE BRANDâS INVOLVEMENT
CONTENT THE BRAND INVESTS IN
FINANCIALLY OR LEVERAGES
PAID MEANS TO PROMOTE
THE FIVE CONTENT ARCHETYPES
37. âGREAT STORIES HAVE ALWAYS HAD
A WAY OF EARNING ATTENTION AND
CONVERSATION. THE IMPERATIVE
FOR BRANDS TODAY, IS TO TELL
THOSE STORIES WHERE
CONSUMERS PLAY AN ACTIVE PART
OF THE STORY ITSELF.â
BRANDY RUFF
DIRECTOR, BRAND PR
KELLOGG
37
46. 46
Focus of the content is
informative, relevant,
entertaining and on brand
Activision is an Edelman client
47. âOUR SKYLANDER FANS HAVE GROWN UP IN A MULTI-
SCREEN WORLD, WHERE THEY SIMPLY EXPECT TO
INTERACT WITH THE CONTENT AND BRANDS THEY
WANT, WHERE, WHEN AND HOW THEY WANT TO. SO,
WE'VE INVESTED IN WEEKLY ON-DEMAND VIDEO
CONTENT ON YOUTUBE,
THE NUMBER ONE SITE FORâ BOYS 6-11.â
JONATHAN ANASTAS,
VP, DIGITAL, ACTIVISION
47
49. 49
1. INFORM
Strategy and tactics based
on emerging trends and
signals
2. PRODUCE
Contextually relevant and
valuable content designed
to be visible and viable
3. DISTRIBUTE
Content via paid, owned,
earned and shared
distribution methods
4. EVALUATE
Performance of content
aligned with pre-determined
KPIs
5. OPTIMIZE
Assets based on
performanceâmore of
what works and less of
what doesnât
BUILDING A RESPONSIVE CONTENT ENGINE
50. ORGANIZING FOR
RESPONSIVENESS
ORGANIZATIONS MUST
BE PREPARED, HAVE
THE ABILITY TO
âPUBLISHâ DIRECTLY
AND RESPOND
THROUGH
ENGAGEMENT
AND CONTENT
50
POSSESS
ABILITY TO
ANTICIPATE &
RESPOND
POSITION
BRAND AS
PUBLISHER
ESTABLISH A
STATE OF
PREPAREDNESS
51. 51
ESTABLISH A STATE OF PREPARDNESS
CORPORATE
CONVERGED MEDIA
BUDGET
PARTNERS
STAFFPROCESS
BRAND
56. PUBLISH ENGAGE CREATE ADVOCATES
A unified image supported by a strategy rooted
in advocacy across multiple stakeholder groups
56
EXAMPLE: BRAND AS PUBLISHER
60. âWE LOOKED AT EXPANDING OUR
OVERALL APPROACH TO
COMMUNICATIONS. BY USING
TRADITIONAL, HYBRID, SOCIAL, AND
OWNED, WE ARE STARTING TO REACH
AUDIENCES WHERE THEY ARE AND
MOVE THEM ALONG THE SPECTRUM OF
ADVOCACY.â
TOM GALLAGHER
CEO, DAIRY MANAGEMENT INC 60
61. 61
RESPONSIVE MARKETING IN A REAL TIME WORLD
1. Marketing disrupted: Converged, content, context, convenience
2. (Really Good) Content = Currency
3. Responsive = Ready for anythingâable to act and iterate
4. Content must be viewed holistically (content archetypes)
5. Building a responsive content marketing engine requires
planning, infrastructure and commitment
Going to talk about a number of changes in the marketing industryâbut these are three macro trendsâŠ
Transmedia storytellingâthe stories we tell must be able to effortlessly traverse media landscape but still hold together. Dove is a brand who has mastered this first through real beauty and more recently through âsketchesâ
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Edelman managed the global PR and social campaign in real time, which included a dedicated team who sat with the full inter-agency/brand team in a Command Centre based in London to optimise content.
Published, tagged, and uploaded the video in 25 languages to 46 YouTube channels, which was syndicated across the entire Dove digital ecosystem .
Earned, owned and paid worked symbiotically to generate maximum exposure, which resulted in more than 150M views, making it the most viewed piece branded video content in history.Â
Upon receiving the film asset from Ogilvy Brazil, Edelman was tasked with crafting the larger story and narrative to pitch to media.
The reason for being of the film was rooted in the statistic uncovered by the Edelman Berland study â only 4% of women consider themselves beautiful
The larger narrative redefined the film as a social experiment Created a narrative arch by redifining the film as a social experiment.
Created content and opportunities around the personal stories of the women, a tactic that has always been successful for Dove and drove further interest in the film.
Edelman managed the entire global PR and social campaign in real time. This included a dedicated team who sat with the full inter-agency and brand team daily in the Real Beauty Sketches Command Centre based in London to optimise content daily.
Published, tagged, and uploaded the video in 25 languages to 46 YouTube channels within hours of the decision to support the film globally, which was syndicated across the entire Dove digital ecosystemÂ
Managed distribution of 5 phases of content to 69 markets over the course of 3 weeksÂ
Worked with the brand team to develop a recommended paid media strategy and managed key partners in the execution (Google, Facebook)Â
âą Why was it the most shared piece of branded content on the Web? Sure it was a great story but it also had the help of coordinated distribution across paid, earned owned. One of the less sexy tasks our team took on was to create multi language versions of it which helped it reverberate globally.
Earned, owned and paid media worked symbiotically to generate maximum exposure for Dove Real Beauty Sketches around the world. The real time efforts of the syndication of content across all Dove markets resulted in an additional 100M views of the film outside of the US. The current views now surpass 150M, making Dove Real Beauty Sketches the most viewed piece branded video content in history.Â
4.5 billion earned media impressions
27 Cannes Lions including Titanium
Gold for Best Use of PR
Gold for Best Use of PR and Social Media
Sketches also created a re-engaged and created a global community of women that are now paying attention to the Campaign for Real Beauty. The brand is able to capitalize on this new global audience in launching new campaigns in a more powerful way.
Edelman coordinated the global launch, driven by PR and social media with minimal paid support.
Since launch, the campaign has garnered over 5 billion PR and blogger impressions including Today Show, Good Morning America, the New York Times, Mashable, Huffington Post, Channel 7 Morning Show in Australia, TV Cultura in Brazil and the Globe & Mail in Canada.
Following its initial launch, Edelman provided full support of each regional market, delivering resources in real time and responding to media requests.
Jimmy Kimmel took the world by surprise when he engineered a viral video phenomena at the height of the Twerking craze. The video primarily spread through social and then mainstream media and was later revealed by Fallon to be a coordinated effort.
And the lines across media itself are blurring putting the emphasis on great contentâthis will be an ongoing theme of my talk
We can no longer think of traditional media swimlanes as âpaid, owned, earnedâwith native advertising and social media fueling the blur.
Visability: Can you content be found?
Viability? Is it viable for sharing?
Contextual and cultural relevance matters now more than ever the average consumer is more informed and empowered than ever.
Edelmanâs modern family study yielded some significant data points around the changing face of traditional familes
Consumers no longer relate to the 50s style nuclear family with a mom who stays at home and dad as breadwinnerâthe ideal is less relevant because itâs less reflective of modern family dynamics
Todayâs families come in all shapes, colors and sizes. In many cases mom works and dadâs more active in family life. There can be two dads or two moms. Or a single parent. The notion of the ideal family is less relevant.
Honey Maid understood this insight when they aired a commercial showing diverse families as opposed the the 1950s idealâthey were contextually and culturally relevant. But they are also the poster child of a responsive and resilient brand as when a backlash brewed around their campaign, they were able to act quickly and decisivelyâgetting their side of the story told in a way that broke through the noise.
But Honeymaid is one of the few exceptions to the ruleâmarketing is being disrupted by our evolving media habits
90 percent of people use screens sequentially
Lowes creates incredibly useful and intuitive âhow toâ videos on Vine (also used in stores) which have helped it build a following on that channel
Letâs face it. TV is easyâweâve become Gollum and TV is our âpreciousâ.
A September 2012 Insit survey of 6,000 consumers in 19 markets found that 51% of internet users have a smartphone. These smartphone users are heavy users of social media. According to Google, 61% of smartphone users already access social on their mobile. These people arenât just using mobile social a little. According to Nielsen, nearly one-third (30%) of all time spent on mobile devices is spent on social networks, compared with 20% of all time spent on PCs. (Nielsen, July 2012).
Social media platforms are quickly adjusting. Facebook bought Instagram for its mobile community as much as its feature set. On the phone, the visual experience is even more pronounced than on a PC, where people, thumb, scroll, like through their experience. This is why Zuckerberg has directed that all new Facebook features should be designed for mobile first.
In contrast to agile or responsive methods in digital design and development, the majority of marketing today is still a prolonged, linear process. Campaigns build primarily around television can often take 6-9 months to plan and execute and often result in a brief launch designed to maximize reach for a limited amount of time.
Digital isnât linear and trends un a digital age are multidirectional.
Digital: Removes barriers
Social: ConnectsMobile: Everyone has a super computer in our pocket
Marketers must reconcile the legacy of traditional campaign planning and deployment (broadcast, print etc.) with responsive cycles which can be planned and executed in weeks over months. Sometimes even daily. The core premise of âResponsive Marketingâ is to add elements of adaptability to the integrated marketing construct. Without this adaptability, marketers will be limited in their ability to be effective in the moment or in response to emerging opportunities or threats. Responsive Marketing is not a substitute to traditional integrated marketing but must become the opposite side of the coin working con concert with broader marketing initiatives. Todayâs fast moving environment combined with the increasingly important role that content plays in the marketing mix demands that marketing become more responsive and less rigid by design,
Letâs get this out of the wayâŠ
But being a responsive marketer is bigger than creative posts on social media. Itâs one part of the equation and even Oreo hasnât perfected it.
Marketers must reconcile the legacy of traditional campaign planning and deployment (broadcast, print etc.) with responsive cycles which can be planned and executed in weeks over months. Sometimes even daily. The core premise of âResponsive Marketingâ is to add elements of adaptability to the integrated marketing construct. Without this adaptability, marketers will be limited in their ability to be effective in the moment or in response to emerging opportunities or threats. Responsive Marketing is not a substitute to traditional integrated marketing but must become the opposite side of the coin working con concert with broader marketing initiatives. Todayâs fast moving environment combined with the increasingly important role that content plays in the marketing mix demands that marketing become more responsive and less rigid by design,
Game of Thrones took this philosophy into print by working a shadow of a dragon into one of the page layouts layering the ad over the content.
Ad Trap blocks all types of digital display ads through a direct connection to your internet, acting essentially as a âDVRâ for the Web.
Dove is an active global marketer executing a coordinated series of campaigns but it also deployed a significant content based story through its âsketchesâ launch.
DMI partnered with Slate to produce a sponsored content series as a form of native advertising while it ties in traditional display ads that link to its owned property where it regularly publishes (Dairygood.org).
Whether itâs native advertising or content marketingâmarketers today must begin to look more holistically at content across the fragmented landscape. These five archetypes provide a foundation for how content can be classified.
The REI 1440 Project is âa celebration of every minute spent outsideâ where people can submit photos of themselves doing activities outside and enjoying outdoors.
The hope is to collect enough photos to represent every minute of the day (24 hours x 60 minutes =1440 minutes). You can check out the site here: http://www.rei1440project.com/. By the way, Kelly explained that there are still some times in the early morning with open slots to fill (hint, hint).
On the 1440 timeline you can search for pictures based on time, location, or activity. Since its inception the 1440 project has had over 1 million visitors, and has received positive comments from members on its inspiration to âtackle the outdoorsâ.
Another way that REI shares user-generated content in their marketing is through Member Stories that highlight what REI members are doing and love about the outdoors.Â
Members submit their story and selected stories are then videotaped and featured on the website. Here is a sample Member Story that is featured this month.
Intel and Toshiba have teamed up to produce an original mini-series leveraging the success of an emerging indie film producer to result in well produced short films designed to capture the attention of the growing indie-film audience.
Kelloggâs original content (video)
AMCâs âDead Yourselfâ App is one of the most compelling examples of co-created content. The brand empowers fans to create their own personalized content which is optimized for both the mobile experience and social sharing.
Likewise, marketers must understand what spaces they are playing in where paid and earned will converge. Increasingly, media companies like the Washington Post or the Atlantic are offering sponsored content options which blur editorial with advertorial. Likewise, tech platforms such as Facebook, Twitter, Google, Instagram, Linked In are continually refining and offering paid options which help brands get their content to the right audiences.
In contrast, serious editorial properties are in the process of striking that balance between editorial and advertorial. Their audiences are more often more discerning, demanding and have different expectations.
Brand Journalism is a term used to describe the increasingly popular trend of brands leveraging their own form of âjournalismâ through the creation of various forms of quality content (short form or long form)
Red Bull puts out so much content (and events) that itâs more of a media company which sells beverages than vice versa.
Coke Journey pushes the boundaries of corporate communications by employing a team of full time editors who work with partners on nothing but editorial content under the corporate brand banner.
Adobeâs CMO.com leverages content aimed at capturing the attention of the CMO through regular content produced both by the brand as well as third party producers.
AMEX creates community both through its Open Forum platform which operates on the Web, social and mobile and also through Small Business Saturdayâan annual event it helped create to help small business owners grow their businesses.
Activisionâs Skylanderâs Boomcast takes a popular celebrity within itâs tween demographic (Diary of a Wimpy Kid) and pairs him with compelling content which revolves around tips and tricks. The series exists primarily via digital on YouTube.
The building blocks of responsive marketing are iterative cycles which resemble âsprintsâ in the development world In each of these cycles, planning is compressed and execution is evaluated in a more real time environment. Each iteration is improved upon laying the foundation for learning cycle that results in both efficiency and scale,
Three imperatives must be followed for the organization or brand to become a responsive marketer:
Establish a state of preparedness
Position brand as publisher
Possess ability to anticipate and respond
Organization must establish a state of preparedness which updates process for adaptability, empowers key partners for speed, has staff in place for scale and has earmarked dollars for paid efforts which are native or converged in nature.
In order for brands to act as publishers, they must address three critical steps which put them in a position to continually execute, learn and iterate.
The responsive brand acts as part real time marketer and part newsroom. It has put in the infrastructure, people and process in place to monitor and analyze data and synthesize the intellegience to act upon it.
Challenge: Both the Dairy industry as well as initiatives run by DMI, messaging and digital properties were becoming increasingly fragmented.
Take a traditional organization serving the US dairy industry (DMI) and gradually convert it into a social organization, directly connected to itâs most important stakeholders and provide content that brides the gap between consumers and dairy farmers
Data from multiple sources including a marketing research online community âMROCâ, online search and conversation analysis and stakeholder interviews indicated that while stakeholders communicated differently around dairy, there was a positive perception of the industry as a whole. Dairy is seen as âgoodâ.
With a unified image in place based on the âWhere Good Comes Fromâ platform, the industry must now galvanize itâs strongest supporters and empower them. Tactics break down into publishing relevant content and engaging stakeholders.
DMI operates as a publisher by running its own newsroom and partnering with media companies such as Slate.