The document discusses how owned media will become increasingly important for brands over the next two years. It argues that brand experiences and communication are converging, so owned channels that companies control directly, like websites and social media, will be prioritized over paid and earned media. The key to success will be using owned media's three pillars: content marketing and strategy, technology optimization, and data and reporting. This "owned first" approach places owned media at the heart of multichannel marketing.

1. SEO IN THE BIGGER PICTURE
Why the next 2 years will be spectacular for owned
media specialists like you.

2. IT’S IMPORTANT TO PUT SEO IN PERSPECTIVE

3. Earned media
drives SEO
Tailored search
copy to convey
product benefits /
USP
Digital Display
GDN
MPU / Online
Video/ Rich Media
Print and
Advertorial
Partnerships
Paid Search /
SEM / PPC
Events
Festivals
Clubs
Firm CTA to drive and
engage consumers
User influenced by
campaign; tracked
Notes: Whilst this approach appears linear, obviously users will not follow these prescribed paths.
The BEM exists to show how assets can be used together, where users can be tracked, and what
consequences occur as a result of activating a particular form of media.
Drive awareness, emotionally
engage cons through SI content.
Drive incremental reach and educate
via advertorial
Use rich media assets to
drive engagement with
and demo product USP
Data
Capture:
feed back
into digital
display
Build Affinity, Awareness,
Drive to SI site with clear
CTA on edit
Tactical activity via
use of collateral and
relevant displays
highlighting full
range variants and
capabilities
Owned Media Paid Media Earned Media
Link to YouTube
film on product
sticker
Inform and
convert to sale
Drive
store
visits
Earned media
generated by
social assets
PCS
Etailer partnerships
Organic
Search
Retargeting
campaigns
to boost
conversion
YouTube Channel
Facebook pages
Branded social media
platforms
Brand Website
Product pages
Dealer Locator
POS
In-store
On-boarding kit
Content Hub
Films, webisodes
Recipes, Cooking Demos,
Product videos
Digital Partnerships
Brand Experience Map:
Brand X 2014 Q1

4. PAID, OWNED & EARNED?
Paid: coffee shop did
paid FB ads to people
working nearby to
maintain top of mindOwned: Loved reading
the coffee shop’s blog on
how to roast your own
beans
Earned: Giles Coren
mentioned their great
coffee on Twitter

5. 2014: A GOOD YEAR…
75,000
80,000
85,000
90,000
95,000
100,000
105,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Adexpenditure(Millions)
Source: adforecast.com

6. …BUT OUR SPENDING HABITS HAVE CHANGED
Getting a
bargain is now
a point of
pride rather
than shame

7. OUR FAITH IN INSTITUTIONS HAS CRUMBLED…

8. …TO BE REPLACED BY OUR FAITH IN THE WEB
0
10
20
30
40
50
60
70
80
90
100
Makes Life
easier
Aids
communication
Saves Time Helps me meet
people
%ageofrespondents
First Gen
Next Gen
Source: Cultures of the Internet: The Internet in Britain.
Oxford Internet Survey 2013 Report

9. ROUTES TO MARKET HAVE DIVERSIFIED WILDLY
Source: @chiefmartec

10. AS CYNICISM MOUNTS SO DO USER EXPECTATIONS
Its often hard to see
modern consumers
as anything more
than spoilt toddlers

11. BRAND IMAGE & USER EXPERIENCE NEVER CLOSER…
300
400
500
600
700
800
900
Paid Owned Earned
BrandExperiencePoints
2005
2012
+34%
+53%
+51%
Source: ZO Touchpoints

12. Source: ZO Touchpoints
Across 760 Studies
avg paid + owned media : earned r2
= 0.93
AND GREAT EXPERIENCES = W.O.M.
Paid + Owned Media
Brand Experience Points
EarnedMedia
BrandExperiencePoints

13. A BRAND’S DILEMMA
The current
marcomms
landscape is a
tough place to
operate. Choice
is limitless.

14. BUILD GREAT
EXPERIENCES
The golden rule:

15. WHERE? OWNED MEDIA GETS PRIORITY
Paid Media
Owned Media
Earned Media
Influence of
media type on
consumer &
number of
participants at
any stage of
buying cycle
Spend here
first…
…to make this
investment work
harder

16. Bots
WHO DO WE CATER FOR?
Consumers Bosses

17. HOW? USE THE 3 PILLARS OF OWNED MEDIA…
Content
Marketing &
Strategy
Optimise Tech
Big Data &
Reporting
What are we going to
tweet about?
How much RoI is
Twitter activity
generating?
What will our pages
look like when shared
on Twitter?

18. HOW? USE THE 3 PILLARS OF OWNED MEDIA…
Content
Marketing &
Strategy
Optimise Tech
Big Data &
Reporting
What are we going to
tweet about?
How much RoI is
Twitter activity
generating?
What will our pages
look like when shared
on Twitter?
Which things can we tweet
about more to maximise
revenue?
Rewrite headlines for
Twitter to meet character
limit

19. …WHICH LIE AT THE HEART OF “OWNED FIRST”
Attributes
Category
Brand
Live Conversion
Comparison
Preference
Awareness

20. IT’ NOT JUST ME SAYING THIS…
0% 5% 10% 15% 20% 25%
Customer experience
Mobile
Content Marketing
Multichannel campaign measurement
Personalisation
Social
Big data
Marketing automation
Video
In-house
Agency
Source: Adobe QIB Jan 2014

21. THE FUTURE’S BRIGHT…
1. Brand communication is
the brand experience
2. Owned channels become
more important
3. In an “owned first”
world, people like you
win big

22. @rich_kirk