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RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD
David ArmanoGlobal Strategy [email protected]{at}Edelman.com
Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
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1 2 3Converged
MediaTransmedia Storytelling
Contextual &Cultural
Relevance
THREE MACRO TRENDS RE-SHAPING MARKETING TODAY
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DOVE REAL BEAUTY SKETCHESCONVERTING A COMPELLING STORY INTO THE WORLD’S MOST VIRAL BRANDED CONTENT
T R A N S M E D I A S T O R Y T E L L I N G
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THE MOST SHARED PIECE OF BRANDED CONTENT IN THE HISTORY OF THE WEB
4Dove is an Edelman client
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The story was revealed to be “marketing”
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“The convergence of paid, owned and earned media has blurred the distinction between each.
You don’t need to design ads that look like editorial content. Great content is your ad”.
Richard Edelman, President & CEO
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C O N V E R G E D M E D I A
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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 blur—while content becomes core to visibility and viability of a brand’s reach, influence and relevance.
PAID & EARNED
Native AdvertisingAmplified Earned
OWNED & SOCIAL
Websites/AppsE-mail
Social NetworksS
OC
IAL
SH
AR
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SE
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CH
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GIN
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CO
NTEN
TEARNED &
SOCIALTraditional Media
BlogsForums
7Inspired by Altimeter’s Converged Media Imperative
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CONTEXTUAL & CULTURAL RELEVANCE
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Source: Edelman’s Modern Family study
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CULTURAL INSIGHT:
THIS IS NO LONGER HOW MANY FAMILIES SEE THEMSELVES
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CONTEXTUAL & CULTURAL RELEVANCE
11MEETS RESPONSIVE APPROACH TO ENGAGEMENT
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PARDON OUR DISRUPTIO
N12
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IT’S NOT ABOUT “A” SCREEN. IT’S ABOUT SCREEN(S)
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“Snackable” content that’s both social and mobile friendly, while ephemeral in nature can reach individuals and are designed to be shared.
ConAgra is an Edelman client
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BUT…FOR MANY MARKETERS, THERE’S STILL ONE SCREEN TO
RULE THEM ALL 15
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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
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of smartphone users access social media on their mobile device.
61%
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While the tech industry puts this screen first
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PLANNING FOR BROADCAST LED MARKETING IS LINEARBY DESIGN
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EVOLVING THE LINEAR MODEL
STRATEGY &
PLANNING
CREATIVE & ”BIG” IDEA
EXECUTION
TESTING TESTING
Typical planning, creative and production activities for integrated marketing often takes a time intensive, linear path.
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IN CONTRAST, TRENDS MOVE MULTI-DIRECTIONALLY AND RAPIDLY IN A DIGITAL, SOCIAL & MOBILE CONTEXT
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WHAT’S HOT? 53% OF MARKETERS WORLDWIDE SAID THEY PLANNED TO MAKE GREATER USE OF REAL-TIME DATA IN 2013
Source: E-marketer
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LAUNCHOPTIMIZELEARNADAPT
THE RESPONSIVE MARKETING MODEL:Multiple, iterative activation cycles overlay linear path and align with emerging trends while being responsive to changes in environment
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THE ORIGINAL RESPONSIVE MARKETER?
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IT’S BIGGER THAN BRANDED SOCIAL POSTS
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WOULD YOU SHARE?BRAND CONTENT IN SOCIAL NEWSFEEDS ARE NOW THE NORM.
BUT SHARING IS CARING...
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WE’VE GOT THE BEAT…
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HOURLY, DAILY, WEEKLY
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Rhythm
Guitar solos
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STORIES BREAK THROUGHTHE CLUTTER:
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CONTENT IS CURRENCY
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“Great content is your ad”. 28
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GOING NATIVE:DIGITAL DISPLAY ADVERTISING IS UNDER ATTACK
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CONTENT
ADVERTISING
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CONTENT
ADVERTISING
DMI is an Edelman Client
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CURATED
CO-CREATED
ORIGINAL
SPONSORED
CONSUMER GENERATED
CONTENT YOUR BRAND DEEMS OF HIGHEST VALUE TO CONSUMERS
CONTENT WHICH IS CO-PRODUCED EITHERPEER TO PEER OR BRAND TO PARTICIPANT
CONTENT PRODUCED BY THE BRANDNOT TO BE FOUND ANYWHERE ELSE
CONTENT PRODUCED BY CONSUMERS WITHOUT THE BRAND’S INVOLVEMENT
CONTENT THE BRAND INVESTS IN FINANCIALLY OR LEVERAGESPAID MEANS TO PROMOTE
THE FIVE CONTENT ARCHETYPES
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CURATED & CONSUMER GENERATED
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ORIGINAL
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ORIGINAL
Kellogg’s is an Edelman client
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”““GREAT 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.”BRANDY RUFFDIRECTOR, BRAND PRKELLOGG 37
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CO-CREATED
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SPONSORED
Technology(Paid products offered
by tech/social platforms)
Media(Paid content options offered
by media companies)
Display(Paid/traditional advertising
including display)
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WHEN SPONSORED GOES WRONG
Higher editorial standards increase the risk. Quality of content becomes increasingly critical.
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ACTING LIKE A MEDIA COMPANY:
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BRAND JOURNALISM
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RED BULL: BRAND AS MEDIA
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COKE: BRAND AS EDITORIAL
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ADOBE: BRAND AS PUBLISHER
44Adobe is an Edelman Client
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AMEX: BRAND AS COMMUNITY
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Focus of the content is informative, relevant, entertaining and on brand
Activision is an Edelman client
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““OUR 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 FOR” BOYS 6-11.”
JONATHAN ANASTAS,VP, DIGITAL, ACTIVISION
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RESPONSIVE BY DESIGN
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1. INFORMStrategy and tactics based on emerging trends and signals
2. PRODUCEContextually relevant and valuable content designed to be visible and viable
3. DISTRIBUTEContent via paid, owned, earned and shared distribution methods
4. EVALUATEPerformance of content aligned with pre-determined KPIs
5. OPTIMIZEAssets based on performance—more of what works and less of what doesn’t
BUILDING A RESPONSIVE CONTENT ENGINE
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ORGANIZING FOR RESPONSIVENESS
ORGANIZATIONS MUST BE PREPARED, HAVE THE ABILITY TO “PUBLISH” DIRECTLY AND RESPOND THROUGH ENGAGEMENT AND CONTENT
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POSSESSABILITY TO
ANTICIPATE & RESPOND
POSITIONBRAND AS PUBLISHER
ESTABLISH A STATE OF
PREPAREDNESS
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ESTABLISH A STATE OF PREPARDNESS
CORPORATE
CONVERGED MEDIA BUDGET
PARTNERS
STAFFPROCESS
BRAND
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POSITION BRAND AS PUBLISHER1. IDENTIFY STRATEGIC GOALS AND OBJECTIVES
-New efficiencies-Reaching key audiences-SEO effectiveness-Targeting-Penetration
2. ALIGN WITH KEY PARTNERS
-Media companies-Technology platforms (CMS etc.)-Technology companies (Facebook, Google, etc.) -Agencies
3. TEST, LEARN & SCALE
-Pilots-Programs-Campaigns-Products
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POSESS ABILITY TO ANCITIPATE & RESPOND
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The Challenge: Getting a fragmented industry to speak and act as oneEXAMPLE: BRAND AS PUBLISHER
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INDUSTRY
CONSUMERSConversations Indicate opportunityto speak to stakeholders In a common voice
EXAMPLE: BRAND AS PUBLISHER
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PUBLISH ENGAGE CREATE ADVOCATES
A unified image supported by a strategy rooted in advocacy across multiple stakeholder groups
EXAMPLE: BRAND AS PUBLISHER
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NEWSROOM ENGAGES INDUSTRY WITH TIMELY, RELEVANT CONTENT& ACTIVE ENGAGEMENT
EXAMPLE: BRAND AS PUBLISHER
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“ ”“WE 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.”TOM GALLAGHERCEO, DAIRY MANAGEMENT INC 60
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RESPONSIVE MARKETING IN A REAL TIME WORLD
1. Marketing disrupted: Converged, content, context, convenience
2. (Really Good) Content = Currency
3. Responsive = Ready for anything—able to act and iterate
4. Content must be viewed holistically (content archetypes)
5. Building a responsive content marketing engine requires
planning, infrastructure and commitment
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David ArmanoGlobal Strategy [email protected]{at}Edelman.com
Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
RESPONSIVE MARKETING BUILDING LIVING BRANDS IN A REAL TIME WORLD