Old Media, New Media

What's Old? Brands reaching audiences through content.

What's New? Content reaching audiences through brands

"In the traditional advertising model, brands reach audiences through content; by contrast, using Ricochet, content reaches audiences through brands. As brands develop their own direct connections to audiences on their Web sites and through social media, Ricochet allows them to bring professionally produced content to those audiences surrounded by their own brand messaging"
Michael Zimbalist, VP, R&D Operations, The New York Times Company.

What's the goal:? Develop deeper relationships and earn the attention of our future customers

How is the goal achieved? By putting our future customers information needs at the center of our marketing strategy 

"Through this service, we hope to develop deeper relationships and earn the attention and trust of our future customers by putting their information needs at the center of our marketing strategy. We immediately saw this opportunity as a unique and innovative approach to deliver the right content to the right audience through our own properties and channels, with the authoritative content of The New York Times, wrapped in our own brand messages"
Susan Popper, Senior VP, Marketing Communications & Expererience, SAP

What does the media of the future look like? A socially-led media world  

What pathway  helps lead us to this new socially-led media world? First, blend  paid, owned and earned media. Second, use that blended media to discover what content is relevant  (leveraging the graphed relationships between people) and  then marry that content with the right message /advertising.  

"By blending paid, owned and earned media, Ricochet allows us to do something truly unique: enable the discovery of relevant content through SAP's social graph and marry it with the right message in the form of display advertising. With this pilot, we are taking another step toward tomorrow's socially-led media world"
Asli Hamamci, Director, Digital Strategy, Mindshare. 

http://www.marketwatch.com/story/the-new-york-times-company-launches-ricochet-a-new-social-media-advertising-program-2012-04-26