Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Paid Owned Earned
What it means... beyond words
BMMA Digital Academy

Thursday 8 March 2012

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POE!
WTF?

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POE!
A thing of the past


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POE!
Or how to rebrand something
that existed for a century


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Paid
(space @ Jacob’s)

Owned
Coke machine

Earned
enthusiastic consumers
and bartenders

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The ﬁrst radio soap opera circa 1910

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Nothing’s
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changed...
... really

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Except maybe...


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log y
chno
Te


Technology accelerates !"#$%&'()#
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Moore’s Law Means
More Performance
(and lower prices)


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Technology has given a wonderful
opportunity for self expression and
endless conversations, without
boundaries, free from censorship


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What means increased technology
in a media environment?


M r adsec negne
oen atrovrec
f


Welcome in the
society of
appliances

Content rather than media


All (content) media getting digital


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Something else
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changed in the
last century...

The need to differentiate !"#$%&'()#
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In order to catch the top loyal customers
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• Who are the most
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valuable customers? I love it
Bonding

• What do they want
and what are they I like it Advantage

looking for?
It’s OK Relevance & Performance

• What motivates
them? I’ve heard about it Presence

I don’t know anything about it No Presence


Loyalty is the key to growth !"#$%&'()#
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« I'm discovering the only possible pathway to growth
is when you earn the enthusiastic loyalty of your core
customers so that they become Promoters. These
customers act as your sales force, your marketing
organization, and your PR agency. »

Fred Reicheld,
Loyalty strategist and author of “Loyalty Rules”


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So what does it mean for
brands? How can they build
on those new paradigms?


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!"#$%&'()#
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“Flows” media Platforms media


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Media Brands Content platforms


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One content

Multiple channels


Top !"#$%&'()#

Up *+%,#
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Down

Bottom

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Product centric Brand driven
Communication communication


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Elite talking to the mass Masses talking to masses


How it used to be !"#$%&'()#
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“This is my brand, which you should buy”

The World
My World Our World
My social Governments
Me Companies
networks NGOs


How it is now !"#$%&'()#
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“Don’t buy that brand, buy this '(1(0-$#

one instead!”

My World Our World
My social
The World
Governments
Me networks Companies
NGOs

“This is how I feel about this brand”


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Talk to Talk amongst


Mass Niche One-2-one Network !"#$%&'()#
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Brand Brand Brand

Brand


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Imposed advertising Shared content


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Storytelling
Advertising propaganda Brand experience
Authenticity


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A new communication
framework for brands
(not POE...)


The past: a push - pull funnel !"#$%&'()#
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Above the line
Mass Media
Directive ads

Segmented
approach
POS/focused channels

Purchase
Loyalty, CRM,
fertilization...


Today: an upstream strategy !"#$%&'()#
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Presence in mind Directive
Deliver content and feelings

Engaging
touchpoints Dialogue
Contact with the brand

Relation with the brand
Product experience Daily life
Satisfaction & advocacy


The 3 D’s: 3 levels for deﬁning communications
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Directive

Dialogue

Daily life


Directive !"#$%&'()#
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Passive sponsorship Unwished web
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Street marketing formats
Sample distrib

TV standard ads Radio standard ads

National outdoor
networks
Shop facings and
Unopened docs via
displays
post boxes

Print media
Classical ads
Cinema commercials
Spams & sms’


Dialogue !"#$%&'()#
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One to one marketing ,-.,-*/,#$/#
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Mails and emails '(1(0-$#
exchanges
Ambient active
sponsorship
Targeted sponsorhip
Search formats
Advertorial Interactive web
functions

events
Dealer contacts
Club membership

CRM actions
TV product placement Brand website


Daily life !"#$%&'()#
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Search engines
Experts Product tests

Product trials
Portals / specialised
websites Communities

Word of mouth
Buzz effects
Consumerism &
public information


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Only brands true to
themselves and transparent
enough will pass the
“test” (except maybe ... Apple)


Ask yourself the right questions !"#$%&'()#
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• Who is the most valuable consumer? (not socio-demo but '(1(0-$#

attitude, behaviour...)
• What relationship do consumers have with my brand’s
communications?
• How do those consumers make their decisions
(remember that “everyday in the consumer’s mind is
election day”)
• What is the big challenge? (a challenge, not just an
objective)


Ask yourself the right questions !"#$%&'()#
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• How will we engage consumers? (that’s where the heart
of the strategy lies) The key need for an engagement
platform
• Which channels will we use, when, where and how? (think
of those channels that will reinforce the brand promise,
not only those that have the highest reach)
• How will we make it happen? (that’s the most pragmatic
part of course...)


And remember ! !"#$%&'()#
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• Not product first
• Not brand first
• Not media or touchpoints first
• Not creation first
• But CONSUMERS first !!


Why consumers ﬁrst? !"#$%&'()#
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Why consumers ﬁrst? !"#$%&'()#
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I love it
Bonding
Because when consumers are
more likely to recommend, it
I like it Advantage
is because they see an
advantage, or when they have
It’s OK Relevance & Performance
a real preference (rational
and / or emotional).
I’ve heard about it Presence
And that’s where the money
is !
I don’t know anything about it No Presence


Takeaways !"#$%&'()#
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• POE, 3D’s, or any other, are just methods to help you think '(1(0-$#

differently.
• What really matters is the consumer.
• Whatever the sector, brands must think about the value they bring
to this consumer.
• Consumers increasingly consume content.
• Consumers are ready to engage with a brand when they see an
advantage.
• We slightly move from the digital media to all media going digital
• Touchpoints must reinforce the promise, not just push the message

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A few interesting examples


Ryanair: true to oneself !"#$%&'()#
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The IdeBank case


Ethias safe route planner !"#$%&'()#
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Audi A7 Sportback !"#$%&'()#
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Nivea FYI mag !"#$%&'()#
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Palm Live Café !"#$%&'()#
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Thank you


Paid Owned Earned What it means... beyond words DIDIER ACKERMANS

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Paid Owned Earned What it means... beyond words DIDIER ACKERMANS