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Converged Media Converged Media Source: Flickr.com @Iain Husbands Based on the great report by Altimeter Group: ‘The Converged Media Imperative’

Converged Media Breakfast Seminar - November 2013

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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.

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Page 1: Converged Media Breakfast Seminar - November 2013

ConvergedMedia

ConvergedMedia

Source: Flickr.com @Iain Husbands

Based on the great report by Altimeter Group:‘The Converged Media Imperative’

Page 2: Converged Media Breakfast Seminar - November 2013

Source: http://www.flickr.com/photos/jdlasica/

Technology

Page 3: Converged Media Breakfast Seminar - November 2013

Source: http://www.flickr.com/photos/jdlasica/

“A revolution doesn’t happen

when society adopts new tools,

...it happens when society

adopts new attitudes and

behaviours”

Clay ShirkyProfessor NYU

Connected People

Page 4: Converged Media Breakfast Seminar - November 2013

• Connected• Media fragmented• Sharing• Marketing savvy• Influenced by peers• Powerful

Connected People

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Conventional marketing funnel

ConsiderDiscover Evaluate LoyaltyBuy

Previous traditional channels

• TV • Press • In Store • In Store • Direct Mail

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Integrated Marketing Communications

TV Concept

Digital

Matching Luggage Campaigns

OutdoorDirect Mail

PR Sampling

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New consumer journey

ConsiderDiscover Evaluate LoyaltyBuy Advocacy

Previous traditional channels

New digital media

• TV • Press • In Store • In Store • Direct Mail

• N/A

• Social • Search • 3rd Party Reviews

• Website• Mobile

apps• Social

• sCRM• Social

• Social

Page 8: Converged Media Breakfast Seminar - November 2013

Source: http://www.flickr.com/photos/jdlasica/

Connected People

Consumers expect a seamless and a consistent experience of the brand wherever and whenever

they encounter it

Page 9: Converged Media Breakfast Seminar - November 2013

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

Page 10: Converged Media Breakfast Seminar - November 2013

New Era

We as marketers have the opportunity to deploy all

forms of media across what we now term as ‘converged

media’

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Converged Media

Converged media, is simply two or more channels combined to tell the brand story

PAID

OWNED NETWORKED

BORROWED

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Good converged media strategy means the end user

wants to consume and partake, meanwhile the brand

is getting the benefit of unobtrusive advertising.

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Paid + Borrowed + Earned

Volvo – YouTube Masthead

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Paid + Owned + Borrowed

http://vimeo.com/70797201

Olay – Wow Eyes Times Square

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Paid + Borrowed + Earned

http://www.youtube.com/watch?v=5k1fvMmfJxs

#LetsEatTogether Coca-Cola Live Tweets

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Paid + Borrowed + Earned

GAP – Back to Blue, Tumblr

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Paid + Networked

Source: http://nativeadvertising.com/#/leaderboard

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Paid + Networked

Source: http://nativeadvertising.com/#/leaderboard

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Owned + Borrowed + Earned

BA – #racetheplane

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You’re already using it!

FacebookPaidOwned Networked

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You’re already using it!

Twitter Paid

Owned

Networked

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Marketing reality

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How Budgets Are Being Spent

Source: Seven.co.uk/research/convergedmedia

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Challenge for brands & agencies

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Integrated Marketing Communications 2.0

Concept

Media Neutral Planning

Paid Media

Owned Media

Network Media

BorrowedMedia

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Be flexible and agile in planning

Thanks to Made by Many and David Armano

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Paid media supports

Source: Classic Cool Kid

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Content

Page 29: Converged Media Breakfast Seminar - November 2013

Thank you