For a long time the business of media was all about buying people’s attention. Not so long ago, “spontaneous media” (whatever it really means) stepped in. But the growing fragmentation of media landscape and more social driven media experiences are making people’s attention harder to get.
Don’t panic. It’s time to add owned media to the equation. Audience is value, and if your can build one or use better one that you already have you will own the greatest asset of all. And, at some point, a consequence of this might be to stop buying media and start selling it. Is your marketing department is ready to start making money instead of spending it?
LiveAD, brazilian award winning creative hotshop (and 2011 SXSW interactive activism finalist!), talks about the importance of owned media along side paid and earned media. And shows some advantages of platform building and some nice results achieved for clients such as Nike, C&A, Lacoste and Oi (one of the biggest mobile carriers in Brazil).
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
SXSW: Own the media. Or the media will own you.
1. OWN THE MEDIA
OR THE MEDIA WILL OWN YOU
LUCAS MELLO MAURO SILVA CRIS MONTEIRO RICARDO GUERRA
CEO - LIVE SÃO PAULO CREATIVE DIRECTOR - LIVE SÃO PAULO MARKETING MANAGER - PEPSICO HEAD OF CONSUMERS CHANNELS - ITAÚ
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3. PAID OWN
MEDIA MEDIA
EARNED
MEDIA
#OWNMEDIA
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4. PAID OWN
MEDIA MEDIA
EARNED
MEDIA
#OWNMEDIA
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5. THE RISE OF OWN MEDIA
NEW DIGITAL TECHNOLOGIES
IMPACT OF STARTUP CULTURE ON BRANDS
FACEBOOK FANPAGES, A NEW FRIENDLY ENVIRONMENT FOR BRANDS
#OWNMEDIA
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6. NIKE
MAURO SILVA
CREATIVE DIRECTOR
LIVE SÃO PAULO
#OWNMEDIA
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8. WATCH THE COMPLETE VIDEO CASE ON THE LINK: http://VIMEO.com/37520005
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9. AMBASSADORS PROJECT
AMBASSADORS EVENT
AMBASSADORS KIT
FACEBOOK ADS TRAINING EVENTS CONTENT
INDOOR MEDIA INFLUENCERS GROUP ON FACEBOOK
AMBASSADORS CO-CREATIVE SESSIONS
TV CAMPAIGN NIKE BLOG
PAID OWN
SPORTV SPECIAL CONTENT
MEDIA MEDIA TWITTER CONTENT
FACEBOOK CONTENT
PRINT CAMPAIGN
INSTAGRAM CONTENT
ONLINE DISPLAY MEDIA CAMPAIGN RUNNING CLUB EXPERIENCE CONTENT
PARTNER BLOGS MEDIA GOODSTUFF TAB ON FACEBOOK
CORRIDASPRIO TAB
EARNED
MEDIA
PRESS CONFERENCE
PRESS RELEASE
PRESS RUNNING TEAM
#OWNMEDIA
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10. NIKE
HIGHSCHOOL UNIVERSITY MID 30s
#OWNMEDIA
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11. NIKE
HIGHSCHOOL UNIVERSITY MID 30s
#OWNMEDIA
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12. NIKE
HIGHSCHOOL UNIVERSITY MID 30s
#OWNMEDIA
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13. NIKE
HIGHSCHOOL UNIVERSITY MID 30s
#OWNMEDIA
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14. NIKE
WE NEEDED TO CREATE NEW RUNNING CULTURE
WE NEEDED TO CREATE A BEHAVIOR
WE NEEDED TO BUILT IT FROM INSIDE
#OWNMEDIA
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15. OWN MEDIA BUILDING
NIKE STARTED TWITTER 5 YEARS AGO
@NIKECORRE: 169.183 FOLLOWERS
STARTED FACEBOOK FANPAGE
3 YEARS AGO: 297.760 FANS
INFLUENCERS GROUP
1 YEARS AGO: 3.000 RUNNERS
#OWNMEDIA
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16. NIKE
PEOPLE ARE NO LONGER ONLY CONSUMERS
PEOPLE ARE ALSO THE MEDIA
OUR OWN MEDIA WAS OUR VERY TARGET
#OWNMEDIA
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36. ITAÚ 8th LARGEST BANK IN THE WORLD
50 MILLION CLIENTS
40% OF CREDIT CARD MARKET SHARE
2 MILLION ONLINE DAILY VISITORS
30.000 ATM
4.000 BRANCHES
#OWNMEDIA
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