Social advertising in 2011 with Havas Sports & Entertainment
1. SOCIAL
ADVERTISING
IN
2011
The
role
of
paid,
owned
and
earned
media
and
what
that
media
mix,
in
digital,
could
and
should
be.
Jez
JoweJ,
Global
Social
Media
Director,
#Jezmond
2. Jez Jowett, Global Director
Cake, Havas Sports Entertainment.
14 years being all things digital..
PAID
OWNED
EARNED
300+ Campaigns.
1.5bn views / engagements.
3. Today, we’re going to look at how the eco-system has changed dramatically, as brands are having to
evolve, and play catch up to where consumers actually spending their time (money and
influence)
Time spent on social networks and their influence Time spent on social networks and their
(reading, watching sharing) pre 2003 (or 2005)
influence (reading, watching sharing) in 2010
4. Brands are still slow to invest the same amount of
spend, for the same amount of time and influence
Time. Influence and spend in 2010
7. DEFINITION
EXAMPLES
ROLE
BENEFITS
CHALLENGES
DISPLAY
ADS,
CLUTTER,
LOW
KICK
START
AND
FEED
THE
KNOWN,
BRAND
PAYS
TO
TAKEOVERS,
CREDIBILITY,
LOW
OWNED
AND
EARNED
IMMEDIACY,
SCALE,
LEVERAGE
A
CHANNEL
SPONSORSHIPS,
PAID
RESPONSE
RATES,
MEDIA
CONTROL
SEARCH.
EXPENSIVE
8.
9. DEFINITION
EXAMPLES
ROLE
BENEFITS
CHALLENGES
WEBSITE,
MICROSITE,
RELATIONSHIP
WITH
COMPANY
COMMS
UN-‐
CHANNEL
A
BRAND
CONTROL,
COST
BLOG,
TWITTER,
EXISTING
AND
TRUSTED,
ROLES
AND
CONTROLS
/
HAS
EFFICIENCY,
LONGEVITY,
FACEBOOK,
MYSPACE,
POTENTIAL
RESPONSIBILITIES,
REGISTERED
LEADS.
YOUTUBE,
LINKEDIN
CUSTOMERS
TAKES
TIME
TO
SCALE
10.
11. DEFINITION
EXAMPLES
ROLE
BENEFITS
CHALLENGES
WOM,
SHARE,
MOST
CREDIBLE,
CREATE
CONTENT
NO
CONTROL,
CUSTOMERS
BECOME
LIKE,
RATE,
MOST
INFLUENTIAL,
CONVERSATIONS
NEG
POSITIVE,
THE
CHANNEL
RE-‐TWEET,
MOST
COST
EFFICIENT,
WORTH
SHARING.
MEASURABILITY.
FORWARD,
LONGEVITY
12.
13. DEFINITION
EXAMPLES
ROLE
BENEFITS
CHALLENGES
DISPLAY
ADS,
CLUTTER,
LOW
AMPLIFY
OWNED
AND
THE
KNOWN,
BRAND
PAYS
TO
TAKEOVERS,
CREDIBILITY,
LOW
EARNED
MEDIA
(KICK
IMMEDIACY,
SCALE,
LEVERAGE
A
CHANNEL
SPONSORSHIPS,
PAID
RESPONSE
RATES,
START
IF
APP.)
CONTROL
SEARCH.
EXPENSIVE
DEFINITION
EXAMPLES
ROLE
BENEFITS
CHALLENGES
WEBSITE,
MICROSITE,
RELATIONSHIP
WITH
COMPANY
COMMS
UN-‐
CHANNEL
A
BRAND
CONTROL,
COST
BLOG,
TWITTER,
EXISTING
AND
TRUSTED,
ROLES
AND
CONTROLS
/
HAS
EFFICIENCY,
LONGEVITY,
FACEBOOK,
MYSPACE,
POTENTIAL
RESPONSIBILITIES,
REGISTERED
LEADS.
YOUTUBE,
LINKEDIN
CUSTOMERS
TAKES
TIME
TO
SCALE
DEFINITION
EXAMPLES
ROLE
BENEFITS
CHALLENGES
WOM,
SHARE,
MOST
CREDIBLE,
CREATE
CONTENT
NO
CONTROL,
CUSTOMERS
BECOME
LIKE,
RATE,
MOST
INFLUENTIAL,
CONVERSATIONS
NEG
POSITIVE,
THE
CHANNEL
RE-‐TWEET,
MOST
COST
EFFICIENT,
WORTH
SHARING.
MEASURABILITY
?
FORWARD,
POST,
BLOG.
LONGEVITY
Source: Forrester Research
15. THE PROBLEM:
spend
time
Pre Launch
Launch
Post Launch
16. THE SOCIAL MEDIA ECO-SYSTEM CURRENTLY
LOOK LIKE THIS….
Special thanks to Dave Fleet for his take on the eco-system that I have adapted. www.davefleet.com
17. SOCIAL MEDI A ECOSYSTEM
Corporate social Mainstream
Major minor Advertising
media profiles media blogs
social networks
(paid media)
(owned media)
(earned media)
Adapted: Dave Fleet
18. Step by step, hubs and spokes…..
Corporate social Mainstream
Major minor Advertising
media profiles media blogs
social networks
(paid media)
(owned media)
(earned media)
19. SOCIAL MEDI A ECOSYSTEM
(OWNED)
Corporate social
Major minor
media profiles
social networks
(owned media)
Adapted: Dave Fleet
20. SOCIAL MEDI A ECOSYSTEM
(EARNED)
Mainstream
Major minor
media blogs
social networks
(earned media)
Adapted: Dave Fleet
21. SOCIAL MEDI A ECOSYSTEM
(PAID)
Major minor Advertising
social networks
(paid media)
Adapted: Dave Fleet
22. SOCIAL MEDI A ECOSYSTEM
Corporate social Mainstream
Major minor Advertising
media profiles media blogs
social networks
(paid media)
(owned media)
(earned media)
Adapted: Dave Fleet
24. Content and conversations fizzing
around the eco-system case studies
O, E, P : Pam Ann British Airways
O, E, P : Tippex
O, E, P : Nespresso
25. British Airways and Pam Ann - Own Media
• Internal stakeholders approval
• Internal ECRM and media
• Casting Call - intranet
• BA News Feature
• Finalists selected - all owned media
• The Making Of - YouTube
• Cast Crew Premiere
• E-mail and social media distribution
• Pam Ann owned media
http://www.youtube.com/watch?v=vtplCJIN-kI
RESULTS : 4m views (8 weeks), 42% Own Media.
29. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “
Really, in every scenario ?
Pre Launch
Launch
Post Launch
30. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “
Q: Really, in every scenario?
A: In most scenarios where trust is important!
spend
time
Pre Launch
Launch
Post Launch
31. “THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “
Q: Really, in every scenario?
A: In most scenarios where trust is important!
spend
time
Pre Launch
Launch
Post Launch
Source: Society of Digital agencies (SoDA) and AnswerLab 2011 Digital Marketing outlook” provided to eMarketer , Feb 9, 2011!
32. “OWN MEDIA IS UNDER USED, AND A WASTED ASSET”
Resourcing ? Clarity ?
33. “EARNED MEDIA CAN REACH MILLIONS BILLIONS”
But can it be proven ? What’s ROI of social media ?
34. “PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED”
Should every paid, have earned and owned?
time
Pre Launch
Launch
Post Launch
35. “PAID MEDIA IS MORE EFFECTIVE, WHEN SoMe POWERED”
Should every paid, have earned and owned? A: yes!