Everything is media !            Paid, Owned, and Earned Media:               Marketing “Silo Breaker”                 Hug...
Owned: Everything is Media !
$420 M              Among top 100P                $200 on TV            $33 million outdoor    $5,000 in gross sales-per-s...
AgendaConcept & Definition – Bluring BoundariesHow Much ? (Havas Media) POE Study 2012   Case: Ikea / Monoprix / Red BullH...
Paid.Owned.Earned                  Concept & Definition                        EXECUTIVE MASTER IN MARKETING &EXECUTIVE MA...
What
Paid, Owned & Earnedhttp://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
In advertising we trust.
So, forget paid media?                   ?%                                   ?%                 ?%    Control           ...
POE – How Much ?                  Havas Media POE 2012 Study                        EXECUTIVE MASTER IN MARKETING &EXECUTI...
st        THE          MEASUREMENT                     of                            GLOBAL MEDIA PERFORMANCE           Pu...
POE                     « You are exposed to this brand through the following » :                     P                   ...
HAVAS MEDIA Methodology 20123 111INTERVIEWS                   15+              Online field             conducted by      ...
PAID MEDIA               STILL WIN THE RACEIn 2012, PAID MEDIA remainthe most powerful with 59%of the total,              ...
P   PAID MEDIA                                     2012                                        18% DM82% of PAID MEDIA’S i...
O   OWNED MEDIA                                           201245% of OWNED MEDIA’S impact comes fromthe INTERNET SITES of ...
E   EARNED MEDIA                                             201249% OF EARNED MEDIA’S IMPACT comes fromOPINIONS51% FROM A...
MEDIA PERFORMANCE6               7                     8         9   10    Ranking based on perceived exposure score
MARQUES        EXPOSITION                    PAID          OWNED   EARNEDGoogle                                           ...
POE SECTORS                      PAID   OWNED   EARNEDSnacks                74%     5%      21%Food                  73%  ...
PAID SECTEURS :                                                    P           (vs top 5 MDB 2011: Culture/Tourism/Leisure...
P   PAID MARQUES : MARQUES           EXPOSUREBelgacomCôte d’OrDanoneProximusKnorrNutellaDevos LemmensBecelGoogleBNPParibas...
OWNED SECTORS :                        OMedia     Technology   Public Brands
O   OWNED BRANDS : MARQUES     EXPOSUREVRTVTMRTLRTBFBelgacomGoogleVT4ProximusNieuwsbladMicrosoft                        (B...
EARNED SECTORS :                EMedia       Technology   Auto
E   EARNED BRANDS : MARQUES    EXPOSUREGoogleBelgacomVRTVTMFacebookRTBFRTLMicrosoftProximusVT4                       (Base...
E   EARNED BRANDS :   Excl. Media Brands  MARQUES         EXPOSUREGoogleBelgacomFacebookMicrosoftProximusCôte d’OrLa Poste...
Le bon élève POE
OLe 1er media : les points de vente
OCréation de Owned innovant
O…qui s’attache à rendre la vie plus facile...
OEt tout l’attirail digital
PUn Paid qui crée lui aussi l’évènement
P…de manière quasi systématique…
EDes fans qui ne se contentent pas d’une            page Facebook
E               Mais IKEA c’est aussi ça...Une cinquantaine deFanPage concernant les petits crayons
E                     ...et ça... Une trentaine deFanPage concernant  les boulettes de       viande
E                     ...ou encore ça Une trentaine deFanPage concernant    les hot-dog
P          O             E   IKEA : leader Earned de la distribution  MARQUES            EXPOSITION   PAID   OWNED   EARNE...
PAIDPAID   OWNED   PAID       MEDIA        PAID                      42
Bienvenuedans un nouveau modèle d’impact18 Octobre2012 – Havas Media – Planning Stratégique
Un impact Earned recordpendant l’événement...• 8 millions d’internautesconnectés sur le live YouTube aumomentdu saut. 16 f...
...avant et après l’événement
Un Earned attribué à Red Bulldans le volume de requêtes                  Requêtes record pour Red Bull                    ...
Un Earned attribué à Red Bullau niveau du buzz     Près de 6 000 verbatims enregistrés
L’événement booste Red Bullface à ses concurrents...                   Requêtes record pour Red Bull
...aussi énormes soient-ils
Un Earned au delà du digital   Equipe de Base Jump Red Bull sur le plateau du Grand Journal accompagnéede P.Baudry – Canal...
Un Earned qui inspire les marques...
...et les internautes                        Des fans de Lego réinterpètent le saut en stop motion
Comment Red Bull en est arrivée là ?
Les sports extrêmes,l’ADN Owned Media de Red Bull                         • Red Bull dépenserait 30% de son CA            ...
Felix Baumgartner,le meilleur VRP du monde•Un partenariat juste (vs la marque)et fort/long terme (vs projet de F.Baumgartn...
Un impact qui permetd’entretenir le Earned...• Un documentaire de 90 minutes dédié à Red Bull Stratos est encours de réali...
Screenshot du compte Twitter Red Bull      Sources :                                           Le Figaro                  ...
POE – How (concretely) ?   POE Media Working Together – Convergence         Case: Abercrombie & Fitch / We are Tennis   Fr...
POE Communication: Convergence!
Abercrombie & Fitch • Owned media drives earned media
Abercrombie & Fitch
Abercrombie & Fitch • Dedicated # on Instagram
Abercrombie & Fitch • Search « Abercrombie Model » in Pinterest
Abercrombie & Fitch • Dedicated tweets
Abercrombie & Fitch
Consumer Journey – From Funnel …
Consumer Journey - … to Cycle       EXECUTIVE MASTER IN MARKETING & ADVERTISING67 |
POE & Influence       EXECUTIVE MASTER IN MARKETING & ADVERTISING68 |
What is ZMOT?                The Zero Moment of Truth                refers to all the research                consumers d...
The Traditional Mental Model of Marketing(B2C)     Stimulus         First        Second                    Moment of     M...
The New Mental Model of Marketing    Stimulus                          First      Second                                  ...
ZMOT Variables                 72
73
In-store Mobile Shopping Habits                                  74
Showrooming:Check Out Physical / Bought Online                                     75
76
How to WIN at ZMOT:Optimize for ZMOT                      In 2011, only   21%         of                      websites wer...
The Burberry Experience
“Most fashion brands still approach   digital as a series of pet projects   rather than presenting a coherent   multi-plat...
“A brand is not just about product, it’s aboutexperience as well, and experiences need tocome from the center of a communi...
In 2005  Burberry’s aim was to be the first fully digital brand that could  connect with anyone that touches their brand. ...
%Of Burberry marketing spend is on Digital
The Digital Path To Success•Experience - Look beyond the product tocreate contentRenewal and Relevance•Collaboration•Desig...
Renewal and RelevanceRenewal – New content to becreated at a consistent frequencyand standard. How often will youdistribut...
The Art Of Collaboration                           •   Like minded curators                           With Large/Highly in...
E-commerceIPads were installed in selected stores to enhance the customer experienceby being able to access the Burberry w...
Content Calendar                                  X45                                  TweetsGoogle+ x3 videosand 7 photos...
QU’EST-CE QUE LE SOCIAL SHOPPING ?     UN BESOIN DE RETROUVER SUR LE WEB CE QUE L’INTERNAUTE FAIT DANS LA VIE RÉELLE      ...
QU’EST-CE QUE LE SOCIAL SHOPPING ?    UN BESOIN DE RETROUVER SUR LE WEB CE QUE L’INTERNAUTE FAIT DANS LA VIE RÉELLE :     ...
COMMENT FONCTIONNE LE SOCIAL SHOPPING ?          2 STRATÉGIES DE SOCIAL SHOPPINGAIDER LES INTERNAUTES ACHETER             ...
POE – Marketeer Challenge                  Silo Breaker – Data CollectEXECUTIVE MASTER IN MARKETING & ADVERTISING         ...
Silo Breaker                                Online                   Website                                DisplayOwned  ...
And who manages them now?                                                   Marketing?                           Online   ...
And who manages them now?                                                   Marketing?                           Online   ...
And who manages them now?                                                        Marketing?                               ...
EXECUTIVE MASTER IN MARKETING & ADVERTISING98 |
POE – Top Down Data to be collected     • Paid        – Bilans – All Medias + Social Ads              • Sum of brut contac...
POE – Conclusions                     What’s Next ?                     Action points !EXECUTIVE MASTER IN MARKETING & ADV...
101
Sold Media: Amazon.com Example                                 102
Hijacked Media Examples (Nestlé)                                   103
Pour les marques, sur les 3 dimensions POE :   Les media, audience « real time » des marques   Les sites, identité « real ...
Challenge - Brand 2012            19%                      59%                             22%  Owned Media               ...
3 Minutes. 3 Months. 3 Years.
Thank You!+ 32 / 496 26 06 88hugues.rey@havasmedia.comwww.huguesrey.comTwitter / Foursquare: huguesreySlideShare: Yugs13
POE EMMA Mars 2013
POE EMMA Mars 2013
POE EMMA Mars 2013
POE EMMA Mars 2013
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POE EMMA Mars 2013

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Intervention de Hugues POE - BMMA - Solvay. Ce programme a été créé conjointement avec la BMMA et la VUB. Un partenariat, c’est le meilleur de chaque entité. L’EMMA, c’est le carnet d’adresse et la connaissance de terrain de la BMMA, Belgian Management & Marketing Association, et l’excellence académique de la Solvay Brussels School of Economics & Management (SBS-EM/ULB) et de la Vrije Universiteit Brussels (VUB).

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  • Bienvenue au cœur du business model d’Apple, qui via la multiplication des points de contacts, iPod, iPhone, iPad…et demain Apple TV a multiplié les points de vente.En 2001, Apple lançait l’iPod, nouveau point de contact pour la marque et un nouveau terrain de jeu s’ouvrait pour Apple : la musique. En 2003, naturellement Apple devient un point de vente online via iTunes. (plus de 60% des ventes de musique en ligne en France, plus de 15 % du marché total) Apple ne vend plus seulement des terminaux mais de la musique. Le 19 mai 2001 à Tyson’s Corner en Virginie, Apple se matérialisait en point de vente off line… depuis 354 autres Apple Stores ont ouvert dans le monde, aujourd’hui Apple, c’est 5 000 $ de CA/ m2, record toutes chaines confondues aux USA.Le 11 juillet 2008 ouvrait l’App Store, nouveau point de vente online, le 6 juin 2011 : 425 000 applications sont disponibles, dont 90 000 pour l'iPad et 100 000 jeux, 14 milliards d'applications téléchargées en 3 ans, 300$m de CA.A terme, les revenus issus de la distribution de logiciels tiers pourraient devenir aussi importants que la vente des appareils.  Point de contact, point de vente, Apple n’est pas seul dans cette nouvelle course à l’audience, nouveau Graal du moment où il est de plus en plus cher d’acheter l’attention du public.
  • Keynote – le aerned ultime: PR et Buzz
  • Owned: ookverkooppunten
  • Wezittenallemaal in advertising, dus vertrouwenwetoch in paid?
  • There is more than trust….http://blog.nielsen.com/nielsenwire/nielsen-news/trust-in-advertising-%E2%80%93-paid-owned-and-earned/ But can paid be given up completely? For most brands, that strategy isn’t really feasible given both the broad reach and historical success associated with paid media.how paid, owned and earned can work together to improve trust and deliver better results
  • how paid, owned and earned can work together to improve trust and deliver better results
  • Gestardbegin 20e eeuw om camping en safarikleren te makenvoor Roosevelt en Ernest Hemmingway/1992 overgenomendoor Mike Jeffries, nu 68 jaar oud.DuidelijkepositioneringDoelgroepteensVisueelzeerconsequent ->seenextslideals je Abercrombie & Fitchtijpt in Google Images
  • Geengroteverassing dus datze dus gigantischveel fans hebben op de FB pagina.
  • The first and second moments of truth were a revelation when marketers first discovered them. It helped them focus their messaging and drove them to market more effectively by tying together messaging at the each intersection of the customer experience.
  • According to Pew Internet50% of US Shoppers rely on mobile phones for in-store research. 38% called a friend for buying advice25% looked up prices online for products while inside the store24% accessed product reviews
  • Electronics, Shoes, and Apparel lead the way in showroomingWhat is Showrooming? Showrooming is when a customer visits a brick and mortar retail location to touch and feel a product and then goes online to buy the product at a lower price.
  • 84% of the shoppers said that ZMOT shapes their decisions. It’s now just as important as stimulus and FMOT in moving consumers from undecided to decided. Stimulus was 76%FMOT was 77%
  • POE EMMA Mars 2013

    1. 1. Everything is media ! Paid, Owned, and Earned Media: Marketing “Silo Breaker” Hugues L. Rey - March 2013EXECUTIVE MASTER IN MARKETING & ADVERTISING
    2. 2. Owned: Everything is Media !
    3. 3. $420 M Among top 100P $200 on TV $33 million outdoor $5,000 in gross sales-per-square-footO best all other U.S. chains iTunes 200 M accountsE 1,6 M fans only
    4. 4. AgendaConcept & Definition – Bluring BoundariesHow Much ? (Havas Media) POE Study 2012 Case: Ikea / Monoprix / Red BullHow ? From Funnel to Cycle – ZMOT Case: Twelp Force POE Media Working Together  Convergence Case: A&F Shopping Experience Case: Burberry - Social ShoppingMarketeer Challenges POE as a Change Management Tool: The "Silo" Breaker POE & DataConclusion6 | EXECUTIVE MASTER IN MARKETING & ADVERTISING
    5. 5. Paid.Owned.Earned Concept & Definition EXECUTIVE MASTER IN MARKETING &EXECUTIVE MASTER IN MARKETING & ADVERTISING ADVERTISING 7|
    6. 6. What
    7. 7. Paid, Owned & Earnedhttp://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html
    8. 8. In advertising we trust.
    9. 9. So, forget paid media? ?% ?% ?%  Control  Control  No control  can be negative  Expensive  Cost efficient  Cost efficient  Wide audience  Often limited  No control, but crucial (reach!) to customers in the purchase cycleSource : POE Research 2012 by Havas Media
    10. 10. POE – How Much ? Havas Media POE 2012 Study EXECUTIVE MASTER IN MARKETING &EXECUTIVE MASTER IN MARKETING & ADVERTISING ADVERTISING 12 |
    11. 11. st THE MEASUREMENT of GLOBAL MEDIA PERFORMANCE Public PERCEPTION of EXPOSURE TO BRANDS P O E PAID MEDIA OWNED MEDIA EARNED MEDIA LAUNCH OF THE EVOLUTION 2012 RESEARCH IN 2011 • 114 brands / 10 sectors• Field in 2 waves • Analysis of different sectors• 100 brands / 10 sectors
    12. 12. POE « You are exposed to this brand through the following » : P O E Advertising in media (TV, Web Site, facebook page of the Opinions of friends and family,Internet, Radio, outdoor, print) brand word of mouth (e-)mailings Point of sale Opinions of surfers Promotional gifts, trade fairs Catalogue or magazine (blogs, forums, community networks, etc ...) Sponsored events of the brand Press coverage
    13. 13. HAVAS MEDIA Methodology 20123 111INTERVIEWS 15+ Online field conducted by ANT Research in February
    14. 14. PAID MEDIA STILL WIN THE RACEIn 2012, PAID MEDIA remainthe most powerful with 59%of the total, Pbefore EARNED MEDIAwith 22% O EOWNED MEDIA scoreat 19% 2012 59% 19% 22% 2011 58% 17% 25% 2011 average of 100 brands 2012 average of 114 brands
    15. 15. P PAID MEDIA 2012 18% DM82% of PAID MEDIA’S impact comesfrom ADVERTISINGWhile 18% comes from DIRECTMARKETING 82% (advertising)
    16. 16. O OWNED MEDIA 201245% of OWNED MEDIA’S impact comes fromthe INTERNET SITES of the various brands 45% (site)While 55% comes from the POINT OF SALES 55% (POS)
    17. 17. E EARNED MEDIA 201249% OF EARNED MEDIA’S IMPACT comes fromOPINIONS51% FROM ARTICLES ET PRESS COVERAGE in thevarious media 49% (WOM) 51% (PR)
    18. 18. MEDIA PERFORMANCE6 7 8 9 10 Ranking based on perceived exposure score
    19. 19. MARQUES EXPOSITION PAID OWNED EARNEDGoogle 39% 33% 28%Microsoft 42% 32% 26%Facebook 41% 28% 31%Nokia 49% 29% 22%Danone 75% 5% 21%Côte d’Or 72% 7% 22%Nivea 71% 7% 22%Colgate 74% 5% 20%Belgacom 52% 27% 21%La Poste/BPost 49% 30% 21% Ranking based on perceived exposure score
    20. 20. POE SECTORS PAID OWNED EARNEDSnacks 74% 5% 21%Food 73% 5% 22%Hygiene & Beauty 73% 6% 22%Media NL 31% 44% 25%Media FR 31% 44% 26%Technology 44% 31% 25%Public Brands 48% 30% 23%Telecom 52% 27% 21%Banking & Insurance 56% 24% 20%Automotive 59% 18% 23%
    21. 21. PAID SECTEURS : P (vs top 5 MDB 2011: Culture/Tourism/Leisure/Sports, Retail, Food, Services, Transport, Hygiene-Beauty , Telecom) HygieneSnacks Food Beauty
    22. 22. P PAID MARQUES : MARQUES EXPOSUREBelgacomCôte d’OrDanoneProximusKnorrNutellaDevos LemmensBecelGoogleBNPParibasFortis (Base : volume Paid
    23. 23. OWNED SECTORS : OMedia Technology Public Brands
    24. 24. O OWNED BRANDS : MARQUES EXPOSUREVRTVTMRTLRTBFBelgacomGoogleVT4ProximusNieuwsbladMicrosoft (Base : volume Owned
    25. 25. EARNED SECTORS : EMedia Technology Auto
    26. 26. E EARNED BRANDS : MARQUES EXPOSUREGoogleBelgacomVRTVTMFacebookRTBFRTLMicrosoftProximusVT4 (Base : volume Earned
    27. 27. E EARNED BRANDS : Excl. Media Brands MARQUES EXPOSUREGoogleBelgacomFacebookMicrosoftProximusCôte d’OrLa Poste/BePostDanoneTelenetLotto (Base : volume Earned
    28. 28. Le bon élève POE
    29. 29. OLe 1er media : les points de vente
    30. 30. OCréation de Owned innovant
    31. 31. O…qui s’attache à rendre la vie plus facile...
    32. 32. OEt tout l’attirail digital
    33. 33. PUn Paid qui crée lui aussi l’évènement
    34. 34. P…de manière quasi systématique…
    35. 35. EDes fans qui ne se contentent pas d’une page Facebook
    36. 36. E Mais IKEA c’est aussi ça...Une cinquantaine deFanPage concernant les petits crayons
    37. 37. E ...et ça... Une trentaine deFanPage concernant les boulettes de viande
    38. 38. E ...ou encore ça Une trentaine deFanPage concernant les hot-dog
    39. 39. P O E IKEA : leader Earned de la distribution MARQUES EXPOSITION PAID OWNED EARNED 55% 40% 5%Carrefour 57% 40% 3%Leclerc 61% 37% 2%Auchan 63% 31% 6%Intermarché 64% 33% 4%Decathlon 47% 46% 6%Leroy Merlin 57% 37% 5%Darty 55% 40% 5%Ikea 42% 46% 12%FNAC 32% 65% 4%La Redoute 53% 43% 4%But 66% 30% 4%Les 3 Suisses 54% 41% 5%Monoprix 43% 47% 10%Galeries Lafayette 49% 41% 10%
    40. 40. PAIDPAID OWNED PAID MEDIA PAID 42
    41. 41. Bienvenuedans un nouveau modèle d’impact18 Octobre2012 – Havas Media – Planning Stratégique
    42. 42. Un impact Earned recordpendant l’événement...• 8 millions d’internautesconnectés sur le live YouTube aumomentdu saut. 16 fois le précédent record, détenu parGoogle pendant les J.O• 2.000 tweets/secondeont circulé pendant le saut• En moins de 40 minutes, la photo du saut a été partagée29.000 fois, likée 216.000 fois et commentée 10.000 fois surFacebook• Diffusé en TV sur plus de 40 networks, dans 50 pays. EnFrance, BFM TV avait l’exclusivité : 1,7m de téléspectateurs,record de la chaîne à cet horaire (6,4% de PDA)
    43. 43. ...avant et après l’événement
    44. 44. Un Earned attribué à Red Bulldans le volume de requêtes Requêtes record pour Red Bull Des requêtes aussi fortes sur la marque que sur l’événement Saut Le nombre 100correspond Annoncedu saut au volume de recherche maximal
    45. 45. Un Earned attribué à Red Bullau niveau du buzz Près de 6 000 verbatims enregistrés
    46. 46. L’événement booste Red Bullface à ses concurrents... Requêtes record pour Red Bull
    47. 47. ...aussi énormes soient-ils
    48. 48. Un Earned au delà du digital Equipe de Base Jump Red Bull sur le plateau du Grand Journal accompagnéede P.Baudry – Canal+ - 15/10/12 le lendemain du saut
    49. 49. Un Earned qui inspire les marques...
    50. 50. ...et les internautes Des fans de Lego réinterpètent le saut en stop motion
    51. 51. Comment Red Bull en est arrivée là ?
    52. 52. Les sports extrêmes,l’ADN Owned Media de Red Bull • Red Bull dépenserait 30% de son CA (4,25 milliards € en 2011) dans le sponsoring sportif • La marque organise 500 manifestations sportives par an dans le monde • Très souvent tournées vers les sports extrêmes : Red Bull Cliff Diving (plongeon), Red Bull Crashed Ice (course de patins à glace), Red Bull Air Race (voltige)... • Présente aussi dans les sports plus “classiques” : le football avec les équipes des Red Bulls de NYC, le Red Bull Salzbourg, la F1 avec l’écurie Red Bull • Championne du monde des constructeurs 2010 & 2011 avec des retombées médias valorisées à 148,7 millions € en 2011
    53. 53. Felix Baumgartner,le meilleur VRP du monde•Un partenariat juste (vs la marque)et fort/long terme (vs projet de F.Baumgartner)qui se substitue à un investissement Paid Media• Cela fait plus de 10 ans que F.Baumgartneret Red Bull font tomber les records• Une dizaine de records du monde établis depuis 1999,toujours sponsoriséspar Red Bull• Felix a 1,3 millions de fans Facebook. Il en avait 25.000 ilya 10 joursBrésil - 2001 Angleterre- 2003 Japon - 2007
    54. 54. Un impact qui permetd’entretenir le Earned...• Un documentaire de 90 minutes dédié à Red Bull Stratos est encours de réalisationpar la BBC et National Geographic et va êtrediffusé d’ici un mois en TV sous licence BBC Worldwide• La marque va analyser les donnéescollectées durant l’opération• Les instrumentsqui ont permis à F.Baumgartner de réussir son saut(ballon, casque, bottes, gants, capsule) vont être brevetés “Red Bull”• En attendant, on peut acheter les produits dérivés pour entrer aussidans l’histoire oula BO du saut sur iTunes La BO du saut sur iTunes – Le son ici
    55. 55. Screenshot du compte Twitter Red Bull Sources : Le Figaro Challenges Kantar Sport Médiamétrie Synthesio France Google Trends France The Telegraph
    56. 56. POE – How (concretely) ? POE Media Working Together – Convergence Case: Abercrombie & Fitch / We are Tennis From Funnel to Cycle – ZMOT Case: Twelp Force POE & Shopping Experience Case: BurberryEXECUTIVE MASTER IN MARKETING & ADVERTISING & EXECUTIVE MASTER IN MARKETING 58 | ADVERTISING
    57. 57. POE Communication: Convergence!
    58. 58. Abercrombie & Fitch • Owned media drives earned media
    59. 59. Abercrombie & Fitch
    60. 60. Abercrombie & Fitch • Dedicated # on Instagram
    61. 61. Abercrombie & Fitch • Search « Abercrombie Model » in Pinterest
    62. 62. Abercrombie & Fitch • Dedicated tweets
    63. 63. Abercrombie & Fitch
    64. 64. Consumer Journey – From Funnel …
    65. 65. Consumer Journey - … to Cycle EXECUTIVE MASTER IN MARKETING & ADVERTISING67 |
    66. 66. POE & Influence EXECUTIVE MASTER IN MARKETING & ADVERTISING68 |
    67. 67. What is ZMOT? The Zero Moment of Truth refers to all the research consumers do online before making a purchase. The internet has empowered people to know more about the product they’re going to buy, than the person selling it to them. 69
    68. 68. The Traditional Mental Model of Marketing(B2C) Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store 70
    69. 69. The New Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store 71
    70. 70. ZMOT Variables 72
    71. 71. 73
    72. 72. In-store Mobile Shopping Habits 74
    73. 73. Showrooming:Check Out Physical / Bought Online 75
    74. 74. 76
    75. 75. How to WIN at ZMOT:Optimize for ZMOT In 2011, only 21% of websites were optimized for mobile 77
    76. 76. The Burberry Experience
    77. 77. “Most fashion brands still approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy”- Scott Galloway, founder of L2
    78. 78. “A brand is not just about product, it’s aboutexperience as well, and experiences need tocome from the center of a community,” - Christopher Bailey24/01/12
    79. 79. In 2005 Burberry’s aim was to be the first fully digital brand that could connect with anyone that touches their brand. The dream could only succeed if they created an “Experience”, total access from anywhere in the world, on any device. Burberry wish you to live the experience, to get the same feel of the brand to be consistent through every channel.
    80. 80. %Of Burberry marketing spend is on Digital
    81. 81. The Digital Path To Success•Experience - Look beyond the product tocreate contentRenewal and Relevance•Collaboration•Design•Commerce•Usability•
    82. 82. Renewal and RelevanceRenewal – New content to becreated at a consistent frequencyand standard. How often will youdistribute and will it be daily, weekly,monthly.Relevance – The content has to berelevant to the brand/product thisdoes not mean the content has to befrom the category that the product isin.“32% of consumers time is spentonline, including on their mobiles,yet global digital budgets are onlyabout 17% of overall spend thisyear.” – Martin Sorrell, CEO WPP Burberry Instagram – using photography uploaded on a day that it rained. Connecting with people who are in London experiencing the same weather.
    83. 83. The Art Of Collaboration • Like minded curators With Large/Highly interactive • audiences • Some leverage to be creative
    84. 84. E-commerceIPads were installed in selected stores to enhance the customer experienceby being able to access the Burberry world website, allowing the consumerto find out product information to push them further down the purchasefunnel.Consumers are looking beyond the label for information online whenresearching a product before purchasing. In fact, by some accounts, abouthalf of all retail sales today are online or web-influenced. Digital Personalised customer service sales up 50% in 2010There are twogreat functions onBurberrys homestore; a click tocall, or chat. Thisaction creates apersonal assistantas if you was instore.
    85. 85. Content Calendar X45 TweetsGoogle+ x3 videosand 7 photos ofproducts of festive x10 original photos oncampaign and InstagramcosmeticsYouTube - x6 videos amonth: beauty how to,2 acoustic, 2 currentcampaign videos x15 Facebook - wall posts
    86. 86. QU’EST-CE QUE LE SOCIAL SHOPPING ? UN BESOIN DE RETROUVER SUR LE WEB CE QUE L’INTERNAUTE FAIT DANS LA VIE RÉELLE FAIRE DU SHOPPING AVEC SES AMIS PROCHESUNE EXPÉRIENCE … QUI SE REPRODUITEN MAGASIN … SUR LE WEBLE SHOPPING SE FAIT AVEC SES AMIS, DES LE E-COMMERCE DEVIENT SOCIAL COMMERCEPERSONNES DE CONFIANCE QUI NOUS EN INTÉGRANT LES MÉDIAS SOCIAUX AUXRECOMMANDENT PLATEFORMES D’E-COMMERCE
    87. 87. QU’EST-CE QUE LE SOCIAL SHOPPING ? UN BESOIN DE RETROUVER SUR LE WEB CE QUE L’INTERNAUTE FAIT DANS LA VIE RÉELLE : FAIRE DU SHOPPING AVEC DES AMIS QUI ONT LES MÊMES GOÛTSUNE EXPÉRIENCE … QUI SE REPRODUITEN MAGASIN … SUR LE WEBFAIRE DU SHOPPING AVEC SES AMIS, MAIS AVEC DES COMMUNAUTÉS PAR AFFINITÉS ET GOÛTSDES AMIS QUI PARTAGENT NOS GOÛTS POUR DES SE CRÉENT SUR LE WEB AU TRAVERS DECONSEILS PLUS SPÉCIFIQUES, SPÉCIALISÉS PLATEFORMES DE RECOMMANDATIONS PRODUITS.
    88. 88. COMMENT FONCTIONNE LE SOCIAL SHOPPING ? 2 STRATÉGIES DE SOCIAL SHOPPINGAIDER LES INTERNAUTES ACHETER AIDER LES INTERNAUTES À SE LÀ OÙ ILS SE CONNECTENT CONNECTER LÀ OÙ ILS ACHÈTENT L’E-COMMERCE SUR LE SOCIAL MEDIA INTÉGRÉ LES MÉDIAS SOCIAUX DANS LES PLATEFORMES SHOPPING
    89. 89. POE – Marketeer Challenge Silo Breaker – Data CollectEXECUTIVE MASTER IN MARKETING & ADVERTISING 92 |
    90. 90. Silo Breaker Online Website DisplayOwned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM Earned
    91. 91. And who manages them now? Marketing? Online Website DisplayOwned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
    92. 92. And who manages them now? Marketing? Online Website DisplayOwned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social Engagement WOM PR & Social? Earned
    93. 93. And who manages them now? Marketing? Online Website DisplayOwned Twitter Paid TV, Paid Account Search Radio, Print Facebook SEO? Page Sponsorship Social EngagementeCommerce? WOM PR & Social? Earned
    94. 94. EXECUTIVE MASTER IN MARKETING & ADVERTISING98 |
    95. 95. POE – Top Down Data to be collected • Paid – Bilans – All Medias + Social Ads • Sum of brut contacts / Medias – Direct Mail (On/Off) figures • Owned – Web Analytics – Advertiser Website + Microsite + Mobile Site • Sum of weekly unique visitors – Traffic in Shops • Sum of Weekly unique visitors (to be estimated) – FB Fanpage / Twitter Followers • Sum of weekly unique visitors – Advertiser Magazine Distribution Figures • Floating average (3 months 60-30-10). • Earned – AuxiPress – Synthesio99
    96. 96. POE – Conclusions What’s Next ? Action points !EXECUTIVE MASTER IN MARKETING & ADVERTISING & EXECUTIVE MASTER IN MARKETING 100 | ADVERTISING
    97. 97. 101
    98. 98. Sold Media: Amazon.com Example 102
    99. 99. Hijacked Media Examples (Nestlé) 103
    100. 100. Pour les marques, sur les 3 dimensions POE : Les media, audience « real time » des marques Les sites, identité « real time » des marques Les réseaux sociaux, engagement « real time » des marques 104 104
    101. 101. Challenge - Brand 2012 19% 59% 22% Owned Media Paid Media Earned MediaBrand Engagement Brand Attention Brand Affinity Platform Impact Conversations What the Brand Does What the Brand Says What is being said about the Brand COHERENCE Brand 2015 ? ? ? ?
    102. 102. 3 Minutes. 3 Months. 3 Years.
    103. 103. Thank You!+ 32 / 496 26 06 88hugues.rey@havasmedia.comwww.huguesrey.comTwitter / Foursquare: huguesreySlideShare: Yugs13

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