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8/3/2019 Dave Marsey - Program Owned Media Like a TV Exec, Part Three of Paid, Owned & Earned Hot Air
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DIGITAS PERSPECTIVE
October 2011
Program Owned Media Like a TV Exec: Part Three
of Paid, Owned, & Earned Hot Air
The dog days of summer are over: school is back in session, wearing white is no longer an option and primetimekicked-off last week. And now Paid, Owned, & Earned Hot Air is back in session!
As a quick refresher, I set out to cut through the hot air with Paid, Owned, & Earned Media and define how to builda sustainable way to plan.
There are four components to generating Earned Media:
1. Planning (covered in Part One)2. Allocation (covered in Part Two)3. Distribution 4. Talent
This week, Part Three – Distribution – explores how to put content in front of our audience in order to drive the typeof engagement that results in sharing. As we know, sharing drives Earned Media.
Who, Where, and What
The first part of Distribution depends on knowing the who, where, and what:
1. Know who among target audience is most influential and drives others to share. There are three types ofaudiences:
• Igniters : Influential creators on an individual topic or category with an engaged following. Approximately 1% ofaudiences.• Sharers : Sharers enjoy Liking and Tweeting content for their friends and family to see. It could be content that anIgniter puts out, news source, brand, other consumer, etc. Approximately 9% of audiences.• Watchers : Watchers sit back and observe Igniters and Sharers but don’t share or comment. Approximately 90% ofaudiences.
8/3/2019 Dave Marsey - Program Owned Media Like a TV Exec, Part Three of Paid, Owned & Earned Hot Air
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DIGITAS PERSPECTIVE
October 2011
Since Igniters represent only 1% of audiences, we have to work hard to understand what makes them tick. That’swhy next-generation insights covered in Part One are key to understanding them. In the digital space, an Igniteroften times is an influential blogger. In the offline space, an Igniter could be a cast member of a TV show (thinkGlee).
Getting content into their hands isn’t a matter of paying for a “placement” in the digital space. It’s more aboutforming a mutually beneficial relationship; provide an Igniter with access to the product or product managers. Theyget the inside scoop that reinforces their stature while the brand gets coverage.
Another route is to use a well known, credible Igniter to “host” an experience. For example, Paula Deen is theperfect hostess for Real Women of Philadelphia.
From there, Sharers will pass it along to their friends and family. All the while the Watchers are seeing it fly by.
2. Know where to find the Igniters and Sharers; the next-generation media “consideration list”.
• Finding Igniters is a lot easier now with a new crop of research tools like Crowdtap, SocMetrics, and Agent209.
These partners can map Igniters and some actually provide the delivery mechanism for your content.
• Finding Sharers is a mix of understanding who follows and amplifies Igniters in addition to broader sets who shareeveryday content. The former can be found through social CRM tools like BuzzStream and latter through new toolsfrom partners like comScore.
3. Know what type of content will drive greatest engagement
• Content means more than just text; it includes videos, games, pictures, applications/tools, and products. Contentcan be professionally created, user-generated, or a mash-up of both. Here are some examples:
• A unique aspect of Sharers is that they need a reason to share content: what’s the “socialcurrency”? There are six types of social currency:
8/3/2019 Dave Marsey - Program Owned Media Like a TV Exec, Part Three of Paid, Owned & Earned Hot Air
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8/3/2019 Dave Marsey - Program Owned Media Like a TV Exec, Part Three of Paid, Owned & Earned Hot Air
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DIGITAS PERSPECTIVE
October 2011
• To continue the TV analogy and connect the dots to the “who”, think of the Igniter as a TV critic giving yourcontent or “TV show” a good review, thereby delivering an audience and igniting sharing.
• With regards to banner units, reimagine them into content distribution vehicles that will play into your paid media.
Send the content to where your Sharers are outside of your owned communities. Here’s an example of howAmerican Express OPEN Forum uses display to distribute content:
2. Programming Paid Media
Once we’ve programmed Owned, we turn to Paid to drive three main actions:
• Bring Sharers and Watchers to Owned : to augment the natural traffic that Owned venues enjoy, use audience-based buying such as Audience on Demand to efficiently deliver Sharers and Watchers. This is most akin to howwe use display today around awareness and engagement. The focus of the ad can still be the product but provide asample of the content they can engage in their owned venue.
Give the audience a choice to go to the brand website or directly to Facebook. comScore isadding the ability within Ad Metrix to track the percentage of traffic choosing to go directly tosocial venues like Facebook and Twitter. Initial findings show a large quantity bypasses thebrand page and goes directly to social venues, which underscores the need toschedule programming.
8/3/2019 Dave Marsey - Program Owned Media Like a TV Exec, Part Three of Paid, Owned & Earned Hot Air
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DIGITAS PERSPECTIVE
October 2011
• Distribute content through banners: Similar to the American Express example, create a “dynamic content” unit todistribute the most relevant content based on the audience member to drive engagement outside Owned venues.Audiences can engage content directly within the banner unit and share back to their social feed (e.g. FacebookNewsfeed).
• Amplify sharing: Sponsored Stories from Facebook is the best example of amplifying sharing. Extend EarnedMedia further by ensuring friends will see the sharing through a fixed ad placement:
Offline Media Considerations
We’ve focused our discussion of Paid, Owned, & Earned primarily on digital channels but that doesn’t mean offlinedoesn’t drive Earned. Digital is just the starting point given the precision of finding audiences and trulyunderstanding what drives sharing. However, we’re advancing in the ability to measure and understand offline’simpact to Earned. I’ll be dedicating a follow-up piece to offline after the fourth and final installment of Hot Air.
In the meantime, here’s a 360 view of digital and offline mechanisms that drive sharing and ultimately EarnedMedia:
8/3/2019 Dave Marsey - Program Owned Media Like a TV Exec, Part Three of Paid, Owned & Earned Hot Air
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DIGITAS PERSPECTIVE
October 2011
• Digital: Beyond Facebook and Twitter, there’s Google+, LinkedIn, StumbleUpon, etc.• Print: The growth of the QR code within print provides the mechanism to take the audience online through theirmobile device and share the content.• OOH: A new twist on Out of Home, location-based check-ins are now delivering deals and connecting offline
purchases to the social stream.• TV: Beyond GetGlue, IntoNow is the “Shazam” of TV returning episode information and showing what you’refriends are watching. There’s a lot of potential marketing opportunities they’re actively contemplating. Bluefin Labsis an exciting technology that measures and contextualizes social media responses to TV.
The final chapter in Hot Air will detail the implications on media talent and how we evolve. Look for Part 4 by midOctober.
Thanks for reading and – as always – would love your comments and tweets @DaveMarsey.
Contact For More Information
Dave Marsey, SVP, Media, Digitas
