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Innover + Connecter

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Les nouvelles tendances numériques

Les nouvelles tendances numériques

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    Innover + Connecter Innover + Connecter Presentation Transcript

    • Connect to the WorldWorkshop By Palm+Havas team In synergy with the HAVAS network
    • Welcome •Share and inspire •A Canadian agency with organic links to the world • With in-depth Digital knowledge •HAVAS •We need to change the way we do things because the world is changing and it’s time for opportunities – it’s time to do things differently Twitter: @martyboy008
    • Global power is changing
    • The economy is changingFinancial crisisThe old capitalist system needs to be reviewedGM uses surgical bankruptcy to survive
    • Social Evolution •Barak Obama elected •1 in 8 U.S. married couples met online •11 million Facebook accounts in Canada
    • Consumers’ relationship withtechnology is changing
    • The media landscape is changing
    • Change = Opportunity•Innovation•Strategic consultant•CONSUMER-CENTRIC•Using technological innovation to create value inpeople’s REAL lives and support the brand•Be 360 , be integrated, be relevant•Get connected to the world - HAVAS
    • PALM+HAVAS =Canadian agency + organic links to the world Havas: World trends Knowledge Best practices Creativity Resources Speed, flexibility
    • Synergy No geographical barriers Synergy with an HAVAS expert Create added value Synergy creation with the network is now a reflex for PALM For big ideas and big results
    • Creative Cycle for Results Planning Innovation Integration
    • Savoir+Inspirer:Réflexion, Outils et Inspirationfaçon Palm+Havas
    • Innovation in the digital world Martin Aubut, Digital leader, PALM+HAVAS In synergy with George Gallate, Global Chairman, Euro RSCG 4D
    • It’s time for the industry to integrateGEEKS into the party… •Twitter: @martyboy008 @palmhavas •Background •A Canadian agency with organic links to the world • With strong Digital knowledge •HAVAS: •Global •Innovation and best practice •Innovation is key, when the world is going Digital
    • Business models are changing56- SP 8,1-IP 2.5% Limited attention span Mobile –Wants a unique experience on all devices –Does not want Ads but specific offers (profiling) Web TV Retail experience http://lady.openid.canoe.ca User behaviour is evolving 75-61HS% –Multi-tasking, ID, platform –Visits a lot of websites; wants a Web as a platform custom experience, personalization –Data portability –Is now engaged and has an online –Single ID (about me) reputation (SMM) –Applications –Every user is a MEDIUM - tools –Content (semantic) –Wants to combine his/her content and activities
    • Media innovation•Economy of attention •Advertisers battle for attention: •be different + be relevant + be worth it •When you have their attention: •make it smart – make it fun, make it an unforgettable experience• Advertainment is a marketing method that distributes advertising (commercial) messages via an entertainment content or format
    • Augmented reality User + Idea + Strategy + Media +Measurement + Buzz •
    • It’s not fakehttp://ge.ecomagination.com/smartgrid/#/landing_pagehttp://www.youtube.com/watch?v=NK59Beq0Sew&feature=related
    • Advertise Generated ContentSo many ways to communicate: human, cool
    • Use innovation to create valueDigital supports Big Idea -- 360 – it‘s a really good story
    • Digital SignageOut of home + experience + WOW + play + support creativity
    • Web is a platformTechnology support + inspire creativity and give a better userexperienceTrends•Data portability -- standard •ID -- SSO •Content (semantics)•Application standard •Web service •Widget
    • •Use Facebook Connect to login to an external Facebook application•Use data portability to exchange data between platforms•Better experience for users and potential profiling for the marketer•Will help distribute your content and brand on social media platforms to create buzz
    • Data exchange between platforms on a permission basis
    • •Friends and pictures are transferred and my ID is used to access a Chat web service•For advertisers, less time needed to develop app and increased data acquisition (simplicity)•Viral (people are media)
    • Social media - Next stepFuture: social media will be THE media •Social applications will be everywhere •Multiple platforms: mobile, web TV •Measurement will be MAJOR •Twitter and Facebook will continue to grow in the short term •Social media will bring profiling to the next level•Learning: •Keep it real – human •Work all platforms as a system •Everybody wants to be a star – give them the opportunities and guide them (Guru) •Logic objective – SMM is a long-term strategy
    • Mobile – What’s up •56% own a mobile (QC) – World 60% - 2013 83% •8.1% Smart phone (QC) – 14% (US) •2.5 % iPhone (QC) -- (35% BB vs. 26% iPhone) US Usage in QC •58% e-mail •37% TXT •37% Browsing – search •Tks to TXT-Mktg conseilshttp://www.cefrio.qc.ca/fr/documents/publications/NETendanc onees-2008--evolution-de-lutilisation-dInternet-au-Quebec-depuis-1999.htmlE-marketer
    • Mobile – What’ s up (Revenue)• Revenue in Canada grew from $1.1 million in 2006 to expected in 2008 to $5.2 million/1,2Billion• Positive – Massive investment from Videotron and carrier on 3G – Google Android , Smart Phone, Palm• Challenges – Small size of the Mobile Internet-enabled audience – Revenue-building restrictions imposed by the current Carrier/Provider business model – Moderate penetration of Smart Phone – Education, standard, Skills – User experience (device)
    • Mobile is coolUsers :• An extension of your virtual life – always connected to your content, your friends, your work,• Your tool to have a better life• Mobile is a sexy device that show your personality and statusMarketer :• Measurability• Very immediate, targeted media • Geo localization • Real time promotion• Opt-in nature of the advertising (Permission marketing)• Use it as a person extensionIndustry : growth• Move from one-off experimental campaigns to becoming an important part of the overall Interactive marketing mix.
    • Mobile – is real time value• Use it as an innovation and e-pr capabilities• Integrate mobile as a part of the integrated campaign base on the BIG IDEA• Think about content that the consumer wan to bring with them• Think about real time, what is the benefit we can give to the user now – apps, game, content , promotion• Give the right target real value and make it fun• Respect the code (txt) and culture• Collect data step by step on a permission base
    • Quick start-- SMS - WAP Campaign description: Campaign Mobext created a web- description: based campaign to Mobext put together a generate test-drive Bluetooth action in leads to the new C4 Madrid’s Airport. Pallas. Twenty antennas were Web banners in installed in different different web sites strategic points (waiting enabled the prospect to areas, luggage insert his/her claim, etc.) enabling the name, mobile number downloading of and zip code. applications, images The application and gifs of the new VW automatically matched EOS, and offering the each zip code and possibility of scheduling delivered a SMS with test drive. the nearest dealer location for a test-drive. # Technology: Web + SMS
    • Games Objectives: •Position VW as an innovative brand •Generate leads for dealers •Book a test drive •(GPS, Google map) Positives: •Part of an integrated campaign •Good PR to spread the word to influencers Negative: •Platform was not that stable, brought bad comments on the apps, could harm the brand Results: •820,000 downloads in 1 week •Top 1 Europe, Top 10 U.S. •105 comments on the apps •Online coverage (buzz) •Number of test drives?
    • Application – add value :)?
    • Applications – real time, real value
    • InnovationIt’s you;Clients’ goodwillPALM+HAVAS employees’ creativityOur suppliers’ support and passionInnovation, it’s us… Thank you!
    • Bonus – inspiration
    • Conclusion•The world is changing•A Canadian agency with organic links to theworld•With in-depth Digital knowledge