We’ve just held our latest Breakfast Briefing exploring ‘converged media’ because there is no superior tool or medium anymore.
Converging media means combining two or more channels to tell a brand story. And if your brand story is good enough, people will quite simply spend more time with your brand. A strong converged media strategy means that the end user is interested and wants to get involved.
3. Connected People
“A revolution
doesn’t happen
when society
adopts new tools,
...it happens when
society adopts new
attitudes and
behaviours”
Clay Shirky
Professor NYU
Source: http://www.flickr.com/photos/jdlasica/
8. Connected People
Consumers expect a seamless
and a consistent experience
of the brand wherever and
whenever they encounter it
Source: http://www.flickr.com/photos/jdlasica/
9. PONBE
We are generally familiar with the distinct
media channels
• Paid Media – TV ads, sponsorship, banner ads,
experiential activations
• Owned Media – websites, blogs
• Networked Media – press and media relations
• Borrowed Media – Facebook, Twitter,
• Earned Media – Word of mouth, reviews, sharing
For more info on PONBE visit: http://archive.is/yAq6
10. New Era
We as marketers have the
opportunity to deploy all
forms of media across what
we now term as ‘converged
media’
Customers are becoming aware that they have the power to collectively organize and protest, and today they have the tools to do it.
Kristen Christian
September of 2011, Bank of America announced it would start charging customers $5 per month to shop with their debit cards
Kristen Christian set up a Facebook page, inviting her friends to move their accounts to local credit unions by November 5, which she called “Bank Transfer Day.”
The Bank Transfer Day campaign resulted in nearly 6 million Americans changing the way they bank.
Greg Karber launched the campaign, which uses the hashtag #FitchTheHomeless - In the video, which has since attracted nearly 8m views, Karber encourages viewers to donate their Abercrombie & Fitch clothing to a local homeless shelter, and then share what they're doing on social media.
From the brands perspective, in a time of simpler media landscape and consumer behaviour
Integrated - Matching Luggage
Brand perspective to consumer perspective
The 2011 Edelman Trust Barometer study revealed for the first time that search engines have become the first source of trusted information for today's customers, ahead of any traditional media brands. Search results, then, including content on non-traditional media like blogs, are now critical in the first stage of the funnel where awareness is created.
Product reviews posted by other customers on sites like Amazon.com. Studies by Nielsen and others have shown that product reviews by strangers are among the most trusted sources of product information.
Dreamliner v Tweetliner
Live race between a virtual plane and BA Dreamliner flight from BA to Toronto. Power Tweetliner with #racetheplane and 5 people win flights.