ADPR 361 Lecture Notes - Lecture 1: Transmedia Storytelling, Social Media Optimization, Content Strategy

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Published on 12 Oct 2017
School
Course
Professor
1/10/17
Media
o Ideas that connect brands and audiences and make them feel, think, and do
something
o Audience + brand + media = building a consumer experience (with POEM)
Paid, owned, earned media
1/12/17
A brand is a shortcut to ideas
Peter F. Drucker
o The pupose of usiess is to eate ad keep a ustoe.
Our Challenge
o Goal is to target active memory and cutting through the noise
o Break through and stand out; find unexpected solutions
o Socially connected landscape is based on behaviors and people
So, what behavior do we want and what do we need to do to change
behavior?
Diageos appoah to KPIs
(Key performance indicator)
has to be worthy of sharing
creating a conversation
OEP definitions:
o Media space advertisers pay to advertise in is paid media.
o What the advertiser directly controls or any brand-controlled touchpoint is
owned media.
o What other (consumers, media) do on behalf of a brand is earned media.
Media owned touchpoints:
o Custo hold usi
o Packaging
o Products in their stores
o Brand magazines
o Brand websites
o Signs
Media paid touchpoints:
o Paid social posts
o Promoted tweets
Media earned touchpoints:
o Word of mouth
o Advocacy
o Retweets
o Likes
o Nes stoies  taditioal edia
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In class exercise: How many OEP touchpoints can you find?
o Word of mouth E
o App O
o Profile page O
o Posts O
o Videos O
o Sponsored woos P
o Targeted woos O
o Woo tang klan P
o Buying followers P
o Promoted tweets P
o Verified E
Shared media
o With shared media, the advertising brand provides tools to its own loyal
audience to create and share branded marketing with their peers, a form of
guided word-of-mouth marketing
o Facilitating self-marketing
Consider Acts, No Ads
1/19/17
Summary of Articles
o Explosion of content
o Explosion of audiences
o Not enough attention to go around
o Consumers are:
Bombarded with choice
Empowered with control
Requiring increased relevance and value
How can we give this to them?
o Data = ue, ith hih e ight e ale to u attetio
From attitudinal to behavioral, real-time, based on consumption
data eats opiio
what people are doing is more important than what they say
thee goig to do
CRM at sale
Push (paid) pull (owned, earned)
Mass targeting microtargeting, reaggregation, pretargeting/ predictive
targeting
Serving that solves a problem vs. a product (automotive industry)
o … the alue of a ell-articulated and essence-distilled brand and a strong
udestadig a aliget ith the ad poduts pupose ad alue to the
osue. Constant!
OEP Models: Slightly Revised
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