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Presentation deck to accompany a guest lecture I gave at Portland State to an advertising principles class. Was meant to be a quick introduction to new media and the marketing opportunities available with these options.
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Alternative and Social Media
John GrossAccount Director
HMH@johngee
Paid
Owned
Earned
Traditional
Approach
Paid media
Earned
Owned
Paid
Owned
Earned
Traditional
Approach
Evolution
Paid Media
Owned – Old Spice
• 3-days, over 180 video responses
• Custom messaging to key influencers
– Huffington Post, Apollo Ohno, Alyssa Milano, Gizmodo, Ellen Degeneres, Starbucks, even the Chicago Blackhawks
– Even facilitated an engagement
Earned – Old Spice
• Day 1 – Nearly 6 million views (more than Obama’s victory speech)
• Day 2 – had 8 of the 11 most popular videos online
• After first week, over 40 million views
• Old Spice channel became all time most viewed channel
Results – Old Spice
• Facebook fan interaction – up 800%
• Website traffic – up 300%
• In the last 3 months sales – up 55%
• In the last month sales – up 107%
• Old Spice is now the #1 body wash brand for men
Earned - Evolution
• PR campaign
• Possibly integrated with other communications, but generally separate
• Focused list of media contacts nurtured over time
• Primarily out-bound
Earned - Evolution
• Critical component of overall communication strategy. So it must:
– Enhance the brand experience
– Be appropriate messaging for the medium and what your audience will give you credit for
• Remember:
– Far greater number of influencers
– Most important, now a 2-way conversation
Earned - Evolution
• Objectives can range from
– Pushing company messaging
– Customer service
• company based
• consumer-directed (forums)
– Consumer research
– R&D
Operational Challenges
• Incorporating into existing structures
• Dedicating full-time resources
• Overall value of efforts still unclear
• Requires measure of risk tolerance
Australia Tourism Board
• Create interest in Great Barrier Reef
• Global campaign on classified budget
So how ….
Australia Tourism Board
Australia Tourism Board
• 1.4 million applicants
• www.islandreefjob.com - 4 million hits/hr on the first day of the campaign
• More hits in the UK than Google
• 35,000 video applicants from over 200 countries
• Media coverage valued at over $80 million
Groupon
Groupon
• Launched in ‘08, struggled to sell soccer tix in Chicago
• Kept working on their owned media, their product, refining and honing
• Focused on building their database
• First 10-12 months, grew exclusively through WOM (earned)
• Only recently expanded to paid media
Groupon
• First national deal, with Gap, this August
– $11 million in sales in one day
• Valued at over $1 billion
• Recently expanded into Japan and Russia
• Still expends extensive resources in owned and earned media
Mobile
• SMS
• Mobile ads
• 2D codes
Resources/Reading
http://www.slideshare.net/ignitiongroup/agency-25-selection-of-key-slides
www.mashable.com
www.techcrunch.com
http://www.smartbrief.com/aaaa/
Critical Read
http://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html