The Trendwatch #12 - Biomarketing
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The Trendwatch #12 - Biomarketing

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Introducing BIOMARKETING: from the greek BIOS = LIFE or INVOLVING LIFE. Technology has deeply changed the way we think, live, communicate, perceive brands, and purchase products... But ironically, the last huge trend of marketing is to refocus on what's really important: LIFE!

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Dans un monde où plus de 65 millions de personnes par jour disent ce qu'ils "LIKE" sur facebook, la donne a changé pour les marques. Elles sont désormais obligées de s'adapter au rythme de vie de leurs consommateurs, au-delà de leurs propres objectifs.
C'est l'avènement du "BioMarketing": un marketing de l'ère digitale où, étrangement, le composant primordial est l'humain.
TheTrendWatch#12 présente le meilleur de ces stratégies, l'impact sur la communication de votre marque, les opportunités médias associées, les nouveaux outils disponibles pour booster votre e-commerce, et quelques success-stories de campagnes créatives...

Véritable laboratoire d'idées, TheTrendWatch#12 invite chacun à partager son avis sur l'évolution des comportements et sur les nouvelles façons de vivre, de consommer… et de communiquer.

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    The Trendwatch #12 - Biomarketing The Trendwatch #12 - Biomarketing Presentation Transcript

    • Biomarketing 1 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • 2 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Technology has deeply changedthe way we think, live,communicate, perceive brands,and purchase products...But ironically, the last hugetrend of marketing is to refocuson whats really important: LifeIntroducing The TrendWatch #12BIOMARKETING 3 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biofrom Greek bios = life1. indicating or involving life or living organisms(biogenesis, biolysis)2. indicating a human life or career (biography, biopic) 4 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • What really matters now?Blood and FleshTrue stories, real life, live events,instant promotions, useful help,tangible benefits… 5 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • From 360° to 98.2°F integrationBiomarketing strategies natively involve humans and lifeat the core of the brand communication,product development, and consumer relationship 6 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketing media plannersconsider usageas much as reach 7 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Everyday 65 million peopletell the world what they like! Since April’s launch of the open graph, over 350k sites have added the like feature to their website. 8 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • A REAL world of endless opportunities for brands…9 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • …especially when the online costper contact is way below othermedia…Sources: Morgan Stanley, Media Dynamics, comScore, Ben SwinburneNote: Based on 2009-2010 rates, all media measured per adult (not per household), lowestimates for traditional media includes advertisement aimed at mass market (no demotargeting), Average estimates for TV include early am + daytime + early news + primetime $28+ late evening, and are based on upfront pricing. Broadcast TV Average Advertising Cost per Thousand Impressions $20 by Medium (2009-2010) $15 $16 Syndication TV $12 Newspaper Magazine $10 Cable TV Radio $5 $3 Out-of-Home Internet 10 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • …and 42% of all consumer salesare initiated onlineSources: eConsultancy 42% Sales initiated 58% Sales online initiated offline 11 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Whats mass? Lady Gaga and Justin Bieber Race to 1 Billion YouTube Views! If both artists continue at their current rate, Gaga will beat Bieber to the punch by reaching 1 billion views around October 20. Bieber is expected to reach the milestone around November 1. Only 18% of traditional TV campaigns generate a positive ROI 12 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Whats mainstream?⅓ of US teens 50% of mobile internetsend over 100 text traffic in the UK is for facebookmessages per day The average facebookThe average facebook user user has 130 friendsis connected to 80community pages, groupsand events The average facebook user creates 90 pieces of content each month 13 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketing strategic plannerssee digital as real life 14 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • JAPAN - With the new Nintendo 3DSyou can literally play 24/7 15 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Discover whatyour friends willdo in one day, onemonth or one yearwith Plancast 16 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Get ready! Its Foursquares Mayor War Foursquare just passed 100 million checkins! 17 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • CHINA - "Duo Guo" brick and mortar retail storessell digital goods only (games, ringtones,softwares) to 500 million mobile phone users 18 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Teach your phone some cool trickswith the new Google Voice 19 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • JAPAN - Equipped with acamera the "PanelDirector"billboard digs into adatabase of more than10,000 patterns toaccurately determine thegender and approximate ageof the individual.With that info, it canthen show off a targetedadvert, appropriate forthe viewer. 20 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - "Entrusted" takes care of yourdigital assets after your death 21 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketing technologyuses data to bring (your) lifeto all kinds of objects 22 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • ISRAEL - Coca-Cola brings the "like" conceptto real life with a RFID wristband The 650 visitors who were in the village at any one time contributed to up to 35,000 pieces of content per group over their three day stay. Each visitor posted an average of 54 branded pieces of Coke merchandise to their facebook page. 23 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Dominos Pizza tells you(and your friends) exactlywhere your food is 24 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • FRANCE - Parrot introduce the "AR.drone"an iPhone controlled helicopter withlive camera and augmented reality games 25 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • CHINA - Volkswagen transforms a simple piece ofpaper into an augmented reality game, driving50,000 players to register 26 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Citibank is testing a smart credit cardthat lets you pay at the point of sale with your loyalty scheme points as well as regular money.  The solution developed by Dynamics Inc. is potentially more secure than "traditional" cards, since its far harder to clone, and it expands the capabilities of point-of- sale systems at zero extra cost. Citi Bank has been trying the technology on a small scale, and will roll out a much bigger-scale trial starting in November.  27 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Apple leads the way towards mass usageof simple and people-focused mobile services My credit card inside iPhone5? It seems increasingly certain Apple is going to bring RFID into common usage with the iPhone5 for 2011 because new patent shows just how far Apple has gone with design thinking for RFID. The patent shows how an RFID loop, powerful enough to act as both RFID tag or a tag-reader, can actually be built right into the complex layered circuitry of the iPhone (or iPod Touch) screen. 28 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • SPAIN - Diesel brings all your facebook friendsinto the fitting room 29 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • UK - Nokia connects your Burton snowboardto transform your rides into a social game As well as sharing tricks and runs with friends via social media integration, Nokia and Burton are hoping that riders will be able to use the unique datasets to create practical, engaging and beautiful visualisations. 30 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketing creative ideastell the real stories of real peopleperforming in real events 31 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • UK - Adidas lands the soccer legend Lionel Messiin the middle of 11 random games, creating anunbelievable experience for thousands ofpassionate fans The adidas organized events were spread entirely through clues seeded via the brands Facebook group and UK football blogs in just four days leading up to Messis arrival. Over 1,000 fans queued up at Brick Lane for the chance to be one of 50 people to swap old football boots for a brand new signed pair of adidas F50 adiZeros. When it came time for Messis final stop - Tower Hamlets - organizers were forced to cancel because an overwhelming 3,000 fans flooded the venue. 32 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • FRANCE - Ken Block smokes some tires and youtube with 2 million+ views after only 2 daysMonster, DCs Shoes, and Fordscore one of the top 10 viralads of all times 33 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - YouTube top 100 4.7% Advertisingmost viewed videos by typeSources: TubeMogul 17.2% User Generated 43.2% YouTube Partner 34.9% Unofficial and pirated 34 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Gatorade replays the match Online activity included the workout programmes used by the now middle-aged men to get back in shape, and a Facebook app to allow followers to reunite their own sports teams. Gatorade saw sales in the region where the contest was held soar by 63% and the campaign generated more than $3m worth of media coverage. It appeared frequently in sports news roundups on channels including CNN, from the use of just $225,000 of paid media. 35 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Old Spice includes just about everyone in its lastcampaign, boosting sales by +107% and driving the brand tobecome #1 of the category 36 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • AUSTRALIA - Coca-Cola launches a "coke machinefairy" hunt on foursquare 37 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - McDonalds increased its foot traffic by 33% during "foursquare Day", simply offering 100 gift cards to the people who checked into one of McDonalds 14,000 stores on April 16. Thats a 20 million customer difference, for a total cost of measly $1,000!38 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Smirnoffcelebrates the danceculture of major citiesacross the globe, andeveryone can suggest theirideas for themes that bestrepresent their homecountry.While the campaignincorporates Facebook atits heart, it also includesa global partnership withMTV (who will drive thecollaboration throughwebisodes and news segmentshosted on the MTV site), ablogger affiliate program,a mobile channel, local PRdrives and a traditionalapproach featuring TVCs.The TVCs will be cuttogether incorporatinguploaded clips of usersdescribing their idealparty. 39 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • NORWAY - The Samsung "Shakedown" live experimentmakes you win real phones after they crashed 40 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Enter the Volkswagen"real racing" GTI iPhone gameand win a real car As screens get smaller, apps get bigger! Currently 1 out of 4 U.S. adults use them 41 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketing strategiesunleash the powerof real people doing real things 42 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - With "Twelp Force" everyone can now ask realtime questions via twitter to all Best Buy experts DELL says 6.5 million in sales comes directly from twitter 43 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Field agent, the first app that pays you! Accept and complete simpletasks (like taking a photo) directly from your iPhone and get paid 44 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Life In A Day is a historic global experiment to create the worldslargest user-generated feature film: a documentary, shot in a single day by you,produced by Ridley Scott and directed by Kevin Macdonald 45 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • FRANCE - Thanks to Nikes "Chalkbot" you can paintyour message on the roads of the Tour de France 46 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • EUROPE - True City is an application that unlocks the best of yourcity: real community, real exhibitions, real concerts, real sportsevents, real cool places, and of course: real Nike promotions! 47 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketingbrings interactivityto all kinds of media,redefining storytelling,news, entertainment, music… 48 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Arcade fire partner with google to use HTML5 andstreet view for their last song "the wilderness downtown" 49 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - ABCs new show "My Generation" is the first TV+iPad full experienceThe Nielsen "Three Screen Report" released in Q1 2010, shows that 59% ofAmericans are now surfing the Internet and watching TV at the same time 50 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Created specifically for the iPad by Tools of North Americaand Domani Studios, "Touching Stories" allows users to interactwith the narrative by touching, shaking and turning the device 51 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • FRANCE - You decide the end of thenew Tipp-Ex campaign on YouTube 23 million+ brand channel views #1 most viewed, and subscribed commercial content in france In less than 5 days, the campaign teaser has been seen more that 4 million in over 200 countries! The campaign has been published by hundreds of blogs, shared more than 120 000 times via Facebook and twitted more than 10 000 times The campaign has appeared on television, the radio and in press articles (on and off line) Each Internet user: - Spends, on average, 6 minutes viewing the campaign, whereas the usual average time spent is 2 minutes - Makes more than 15 key-word requests during a visit - Views more than 19 pages on average 52 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • SPAIN - ¿Cómo quieres llegar? You choose howyou want to ride the Adidas interactive street! 53 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Microsofts Xbox "Kinect" is the first interfacethat uses your body as controller to reach mass market 54 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • BELGIUM - AXA launches its app witha print+iPhone interactive ad 55 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - FOXs smash hit TV show Glee, syndicated across 21countries, with a peak of 13.6m viewers in the US alone, has amasseda global fan base with one of the best selling iTunes apps. Such a spike in popular culture has not gone unnoticed by brands. A high profile association with Unilevers Dove Hair Care sees adverts for the brand reflecting the shows musical nature, and a daily competition to win everything from free haircare products to a VIP styling package and a trip to the set to meet the stars. 56 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • PORTUGAL - the AXE "Dry or Die" campaigntransforms a TV commercial into a real game 57 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketingforces advertisersto refocus on basic valueslike trust, transparency, fun,health, sustainable development 58 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Dominos tells the truthbehind the perfect TV ad pizza …and asks you to upload your real life photos to compare! 59 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • SWEDEN - Ikea bringspeople to theirkitchen with apremium cooking bookcalled "homemade isthe best" 60 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Greenpeace wantsfacebook to unfriend coal 61 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Coca-Cola and Walmart recycle together 62 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Amex members take chargeof making difference 63 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - A mix of skype, facebook and your preferred doctor,"Hello health" is simply medical care as you wanted it 64 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - 37signals last book "rework" contains simple stories with names like"Meetings are toxic","Decommoditize your product" and "Underdo your competition"reacting against traditional structures and outlining a philosophy towards peopleand culture. 65 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketingleverages social interactionsto build sales, and optimize ROIWe call it "Buy-ology" 66 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • BELGIUM - 1 like on the Skoda facebookpage gives you a 2 euros discount on anew car… Line your friends up! 67 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Groupon is the fastest growing internet company and a pure social phenomena 18 million Groupon subscribers 12 million Groupon sold $500 million saved in North America …And 120 me-toos on the US market so far 68 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Gap smashes sales recordwith a Groupon promotion! The national promotion resulted in income of $11 million from sales of a $25 coupon worth $50 of store merchandise to over 440,000 shoppers 69 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • JAPAN/USA - Is Gilt Group and its "invite only" community the future of retail?Gilt, with more than 2 million members,did $97 million web sales in 2009 70 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Levis is pioneering social shopping 71 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Launch a free storefront on facebookin 10 minutes with "Payvment" 72 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • UK - FCUK launches "YouTique", a mix of YouTube and shopping YouTube is the 2nd 2 billions videos largest search engine streamed per day (sources: techcrunch) 73 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Biomarketing has alreadychanged the web and your life,putting peoples needsbefore the brands agenda 74 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Wired claims "The web is dead"Read the full article here: http://www.wired.com/magazine/2010/08/ff_webrip/all/1 … and brand websites as destination are in danger: Coca-Cola.com unique visitors fell more than 40% to 242,000 vs July YAG… But on the flip side, the Coke facebook page has 13 million+ fans Oreo.com is also down 73% to 321,000, but counts 10.5 million facebook fans 75 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - With the new Twitter, best results don’t justshow up in a search engine, they show up in real life Many think of twitter as a social network. They’re wrong. People love it as a source for sharing real time news and information.   As a result, twitter has become the world’s fastest growing search engine. It now reaches 24 billion search per month. More than Bing (4.1 billion) and Yahoo (9.4 billion) combined! 76 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - Facebook launched "places"bringing Location Based Services to500+ million people77 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Chase Bank launched a full suite of mobilebanking services that allows you to deposit a checkfrom your phone Bank of America, the countrys largest bank, says 17% of its online banking customers already use mobile services such as texting or apps for smart phones. 78 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - Netflix is now available in iPhone, iPad, connectedTV, apple TV… And you phone can now stream it on any TV! 79 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - CNN with "iReport" and "NewsPulse"reinvent journalism around the reader 80 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - the worlds biggest music store introduces "Ping": an embedded social network that allows people to recommend and discover new (iTunes) music81 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • WORLDWIDE - The app race On average iPhone owner downloads a total of 37 apps, and one paid app per month Source: Nielsen In June 2010 iTunes passed 5 billion downloads, and the last billion took place in the last 2 months at a rate of 16.7 million download per day day Source: Apple 82 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • USA - "The NewYorker" knows about your everyday iPad needs 83 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization
    • Thank You!TheTrendWatch.com 84 TheTrendWatch by FullSIX Group Do not distribute or reproduce without authorization