IAA Digital Download 2012 - Nick Burcher

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I was asked to give a short presentation at the IAA Digital Download 2012. The topic was content in the context of Paid Owned Earned - these are my slides.

Business Technologie

IAA Digital Download
The role of content in Paid Owned Earned

Nick Burcher
Global Head of Social Media and Digital Innovation
ZenithOptimedia
27th April 2012

1

2 types of audience now – Passive and Active

...using a multitude of
platforms and devices

We now live in a world of Paid Owned Earned

Everything is linked and each element drives another
3

But we need to split out Paid Owned Earned into „Always On‟ and
„Campaign‟ – and understand that they both help each other

4

Guardian data highlights this duel approach

http://www.guardian.co.uk/technology/2012/mar/26/news-providers-facebook

Guardian FB app driving as much traffic as Google!

So why would they care and why would they share?

Search for “NY Times Psychology of sharing”

Content can be personal...

& make it easy to
share

Content can be big...

H&M Super Bowl campaign (a Zenith / Big Fuel collaboration)
12

Content...

 Extends Paid Media campaigns

 Sustains relationships and charges up Owned Media
hubs

 Drives Earned Media and advocacy

13

Thank you

@zenithoptimedia

@nickburcher

nick.burcher AT zenithoptimedia.com

On sale now!

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IAA Digital Download 2012 - Nick Burcher

1. IAA Digital Download The role of content in Paid Owned Earned Nick Burcher Global Head of Social Media and Digital Innovation ZenithOptimedia 27th April 2012 1

2. 2 types of audience now – Passive and Active ...using a multitude of platforms and devices

3. We now live in a world of Paid Owned Earned Everything is linked and each element drives another 3

4. But we need to split out Paid Owned Earned into „Always On‟ and „Campaign‟ – and understand that they both help each other 4

5. The POE Love Story

6. Content fulfils searches...

7. And acts as “Facebook Fuel”... 7

8. Guardian data highlights this duel approach http://www.guardian.co.uk/technology/2012/mar/26/news-providers-facebook Guardian FB app driving as much traffic as Google!

9. So why would they care and why would they share? Search for “NY Times Psychology of sharing”

10. Content can be simple...

11. Content can be personal... & make it easy to share

12. Content can be big... H&M Super Bowl campaign (a Zenith / Big Fuel collaboration) 12

13. Content...  Extends Paid Media campaigns  Sustains relationships and charges up Owned Media hubs  Drives Earned Media and advocacy 13

14. Thank you @zenithoptimedia @nickburcher nick.burcher AT zenithoptimedia.com On sale now! 14