Paid Owned Earned Media
Paid Display ads
Brand pays to leverage a channel
Paid search
Sponsorship
Paid
Brand pays to leverage a channel
Shift from foundation to a catalyst that feeds owned and creates earned media. In demand Immediacy Scale Control
Paid
Brand pays to leverage a channel
Shift from foundation to a catalyst that feeds owned and creates earned media. Clutter Declining response rates Poor credibility
Owned Website/Blog
Channel a brand controls
Twitter Account
Mobile Site
Owned
Channel a brand controls
Build for longer term relations with existing potential customers and earn media. Control Cost Efficiency Longevity Versatility Niche Audiences
Owned
Channel a brand controls
Build for longer term relations with existing potential customers and earn media. No guarantees Company communication not trusted Takes time to scale
Earned Word of Mouth
When customers become the channel Buzz
“Viral�
Earned
When customers become the channel
Listen and respond – earned media is often the result of well-executed and well-coordinated owned and paid media Most credible Key role in most sales Transparent and lives on
Earned
When customers become the channel
Listen and respond – earned media is often the result of well-executed and well-coordinated owned and paid media No control Can be negative Scale Hard to measure
The increasing importance of POE POE media has become an essential term in today’s media landscape and is a tool used by the most successful companies to achieve real integration and a strong connection with their consumers.
If applied correctly, POE can help interactive marketers categorize and ultimately prioritize all the media options they have to make the most from their brand.
“The key to this ecosystem is the arrows between each bucket”
Nick Burcher, Zenith Optimedia
Case Study: Yeo Valley
The story begins and ends on a farm... The Meads understood that they needed to invest in building a strong Yeo Valley brand to take their beliefs to a broader audience.
“Live in Harmony� How did they overcome the challenge of communicating this to a broad, mainstream audience with an extremely low budget?
Paid Owned Earned
Finding opportunity in the media landscape
The emergence of multi-media entertainment platforms that offered a unique opportunity for brands to engage with both reach and depth with the British public.
Appointment to view Event TV at their heart Hyper-connected digitally Highly social
Creative Solution Harnessing the relationship between big, broadcast TV and social media. Spend 100% of your budget on one show. The UK’s Superbowl: The X-Factor 2. It provided the opportunity for Yeo Valley 1. It would create a unique partnership to leverage the relationship between the between Yeo Valley and ITV, where Yeo event nature ofWhy? the broadcast moment on Valley would receive disproportionate Saturday night and the highly socialised value for its investment. behaviour of the audience around it.
Building an architecture around their rap video meant committing to owned and earned media. Engaging influencers early
Creating a destination
A brand presence on Twitter reassured, in advance and in real time, greens, foodie mums and organic loyalists of the good in Yeo Valley’s populist intentions.
Stirring up interest in the brand meant recreating the farm in photorealistic detail, for people to get the educational and inspirational benefits of the tour.
Fuelling conversation with entertaining content To entertain and encourage people back they produced short films about the farm, they heroed Ted the owl, teased the release of a forthcoming game, held an X Factor style rapping farmer competition, and of course, released the single.
Building an architecture around their rap video meant committing to owned and earned media. This all populated Yeo Valley’s online farm and was exported to broad access social channels.
Video content sat on their own YeoTube channel, which linked to a place for befriending the brand and getting live farm news on Facebook.
It was important to leverage Yeo’s owned channels, not just these newly-created social channels, but at retail level as well.
The Results... In 12 weeks Yeo Valley saw... 71% increase in brand awareness
500,000 new households to the brand Sales grew by 15% (outperforming the adult yoghurt market by 2.5 times)
The Results...
Those who engaged with the campaign online had double the brand affinity and were 15% more likely to try the brand than TV viewers alone.
The Results... 400% increase in traffic to the online farm 1.8m official YouTube views plus another 500,000+ views to over 200 pastiches, remixes and unofficial versions #yeovalley was the number 1 trending topic on Twitter
The Results... 35,000 friends and fans on Facebook across 200+ groups (mainly lobbying for the farmers to challenge The X Factor finalist for Christmas number 1) Over 30,000 competition entries and 30,000 paid iTunes downloads of the single Over £3.5m of media coverage – including features about the campaign (and screenings of the ad) on BBC regional news.
Leveraging POE A global retail study, published by Microsoft and Carat, shows that paid, owned and earned media play different roles in purchase consideration, so optimising the mix is crucial.
The new schematic in consumers’ paths to purchase is one where post-purchase activity – typically WOM – loops back to influence succeeding purchases. It is at this stage where digital media are key enablers.
How does this affect channels?
FTA Launch Turkey 12th Jan 2012 Pre Campaign: 5-11th Jan Post Campaign: 12-22nd Jan
Paid TV 20” spots and 8” straps, total of 709 spots across 8 channels
Out Of Home Faces: 706
Print Newspapers: Hurriyet, Posta, Haberturk
Online CPM, CPV and PPC: Google Search and Display, Facebook Ads
Special project with Media Markt Timing: 7 Jan-5 Feb, Reach: 2.1m, all 20 stores nationwide, 4,500 TV screens
Owned Social Media DC YouTube page Facebook
Online www.disneyturkiye.com.tr
Print Egmont (9 titles – 90K circulation) Panini titles (6 titles – 45K circulation)
Earned Retail 500+ stores (fashion)
Live Event – Mickey’s Rocking Roadshow 19 shows, 50,000 people/show (Leaflets, standees and posters)
Press Coverage Social Media Response
The Results... TV 84% of spots on measured channels and 93% of spots on non-measured channels broadcasted in premium positions Est. 77% reach @1+ (based on measured channels) T/A 5-11: 511 GRPs
9 daily spots on non-measured channels •Very high frequency •Increasing our visibility
The Results... Print 14.74% coverage through national newspapers following the launch date. Campaign artwork was displayed on the back page of all national newspapers on the weekend of the launch.
The Results... Out Of Home
Additional free megalight usage on top of the 680 boards secured with CLP, adding a media value of around 15,000 TL + VAT. 706 faces altogether.
The Results... Online CPM – 12 different placements including prestitials, interstitials, page skins and full page floating were planned on 13 sites (inc Turkey’s leading kids and tween social portal, news, video, game and parents sites). 56,830,718 impressions were measured. 237,100 clicks were generated.
CPV – FSAT teaser and launch pre-roll videos were placed in four video sites’ various categories including moms, kids, health, lifestyle, fashion, food, beauty and home categories. 1,699,292 views were measured. 98,099 clicks were generated.
PPC - Google Search & Display Networks and Facebook placements were planned. Facebook ads performed with a low CPC which is $0.05 and these got 81,029,608 impressions and 99,569 clicks.
The Results... Overall digital campaign performed successfully by hitting an overall 152,639,070 impressions and 528,494 clicks.
YouTube
Fans
Subscribers
50,500
114
Disney TV Site
+743% Avg. Visitors per Day Talking about us
Video Views
26,517
982,550
Total Weekly Reach
2,493,659
+708% Channel Views
10,320 *data from January 5th – 25th
Avg. Page Views per day
Social Media Comments
“I used to watch at my grandfather’s. Now I will tell my father to retune the receiver for DC. This is great, I cannot wait I must have it!”
“I was so sad when my parents unsubscribed from Digiturk package. It made me so happy as soon as I heard it is on Turksat now. It is a great channel especially Phineas and Ferb.”
“My mother is annoyed with me that I always watch nothing but Disney Channel.”
“I am your biggest fan, I always watch Disney Channel and love every movie and cartoon playing.
“Believe me, I woke up at 6 am just to watch Disney Channel and Phineas and Ferb.”
POE Model Paid
Owned
Earned
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Thank you