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Kikk Festival - Tendances 2011/2012- 24 Nov 2011 -  EN
 

Kikk Festival - Tendances 2011/2012- 24 Nov 2011 - EN

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    Kikk Festival - Tendances 2011/2012- 24 Nov 2011 -  EN Kikk Festival - Tendances 2011/2012- 24 Nov 2011 - EN Presentation Transcript

    • Marketing et interactivité : Shape & Shake, 6 Trends 2011/2012 Jérémy Coxet CEO Vanksen Luxembourg/Suissekikk 2011 24+25 nov. 2011 1international digital festival namur (be)
    • Agenda 2 2
    • contents01. The challenges of #realtime02. #Splinternet : too manu apps, smartphones and tablets ?03. #Social Media Fatigue, avoid saturation & social spam !04. #E-reputation, listen and react !05. Brand content & utility : create attention !06. Take the longview ! Discover the P.L.E.A.S.E framework 3
    • 1. The challenges of real time 4 4
    • The challenges of real timeATAWADAC AnyTime AnyWhere Any Device Any Content (or « Mobiquité ») 55
    • The challenges of real timeATAWADAC : Anytime, Anywhere, Any Device, Any Content 66
    • The challenges of real timeATAWADAC : Anytime, Anywhere, Any Device, Any Content 77
    • The challenges of real timeATAWADAC : Anytime, Anywhere, Any Device, Any Content 88
    • The challenges of real timeBrands who will know how to surf will get the upsideCreateReal time Surf onInteraction Real time Interest Real-Time Marketing ! 99
    • The challenges of real time Europe http://www.youtube.com/watch?v=4ba1BqJ4S2MTippex - A Bear and Hunter NSFWReal time simulation45 pre-recorded videos of man-bear interactions 10 10
    • The challenges of real time Europe http://www.youtube.com/watch?v=JhIU4rmlF5AA Bear and Hunter NSFW 1111
    • The challenges of real time United StatesOpération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUYOld Spice, response campaignTalk-backOld Spice gets +55% sales by responding to its Superbowl ad fans (in video)Low latencyBe quick on your feet, even with your ad, it’s worth it ! 1212
    • The challenges of real time United StatesOne shot op. http://www.youtube.com/watch?v=S0Ei6WQkjUYOld Spice, response campaign 1313
    • The challenges of real time United StatesOpération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUYTwelpforce Best Buy 14 14
    • 2. #Splinternet : a land of many 15 15
    • Endless mutliplication of channels Source the mobile world 2010More media, mobile, everywhere, anytime media The mobiles they are a growing ! 16 16
    • Endless mutliplication of channels Source : Mary Meeker, Morgan StanleyMore media, mobile, fastest growingMobile growing Faster than desktop access 1717
    • Endless mutliplication of channels http://aaplinvestors.net/And everything tends to go faster Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod 18 18
    • Endless mutliplication of channels 11/01/2011 Sources : faberNovel, tarifMedia, SRégieAnd everything tends to go faster iPad Sales (France, UK, Italie, april -dec 2010) 900 000 805 000 800 000 700 000 585 000 600 000 500 000 370 000 400 000 300 000 200 000 100 000 0 France United Kingdom Royaume-Uni Italy Italie • 2011 = 28 M units sold worldwide • 60% of iPad users are using it 2 hours a day on average 19 19
    • Endless mutliplication of channelsNovelty devices, novelty media, boundless offersMore media than ever struggling for your attention On demand Software New retail Snack -sized movie hub experience entertainment & Iad time Portable Game Voice E-reader music console and pda 20 20
    • Endless mutliplication of channels http://www.vouchercloud.com/Witness the mobile revolutionProducts carry more information than you would expect Snap Tell App- Snap Tell App- App analyzes and recognises photo Take a photo of a product.. - Generates price comparison and review links 21 21
    • Endless mutliplication of channels http://foursquare.com/Witness the mobile revolution : geolocalisation 22 22
    • Endless mutliplication of channels http://www.youtube.com/watch?v=jjSaS-3EHWUEven old school prints are turning into mobile media ! 23 23
    • Endless mutliplication of channels France http://www.youtube.com/watch?v=jjSaS-3EHWUEven old school prints are turning into mobile media ! 24 24
    • Endless mutliplication of channels Source : sharesPost IncSocial gaming is mushrooming Created in June 2009, 83Millions active users! > 5,51 M$ 5,16 M$ 25 25
    • 3. Social media fatigue : avoid spam and saturation 26 26
    • (Social) media fatigue http://www.pearltrees.com/#/N-play=1&N-u=1_8104&N-fa=89788&N- s=1_2272747&N-f=1_89788&N-p=16462660Can you take the heat ?50M+ FB status 7500+ new updates LinkedIn accounts 800.000+ 50M+ Google downloads on Search appstore 35M+ FB 60000+ Youtube comments video uploaded 27 27
    • (Social) media fatigue http://techcrunch.com/2010/08/04/schmidt-data/Big data due to U.G.C “Every two days now we create as much information as we did from the dawn of civilization up until 2003 (five exabytes of data) .” Eric Schmidt 28 28
    • (Social) media fatigue http://techcrunch.com/2010/08/04/schmidt-data/Datadeluge ? 29 29
    • Social media fatigue http://aaplinvestors.net/From funnel to journeyTired : path to purchase TV, Instore CRM Print Salesman Front / Display Literature Display Options POP/POS Potential Prospect Prospect Customer Member customer Awareness Consideration Selection Purchase Loyalty 30 30
    • Social media fatigue Open Brand by Kelly MooneyFrom funnel to journeyWired : decision journey 31 31
    • Social media fatigueWho’s paying attention ? 32 32
    • Social media fatigue http://www.youtube.com/watch?v=VO6XEQIsCoMOver choice death by over choice 33 33
    • Social media fatigueA challenging world for marketers Mass media is vanishing, traditional marketing is losing Real time reach, engagement & control  transparency  Media clutter is exploding Choice is overhelming  Audience is fragmented  Audience is skipping advertising & timeshifting  Trust in advertising is sinking Social media is on the raise, consumer is back in control  People can create and forward content like never before  Social media & word of mouth are visible (in search engines), credible, real time & long lasting It is high time you changed your marketing habits! 34 34
    • 4. Listening to your e-reputation is not enoughFrom buzz monitoring to community management & social CRM 35 35
    • Learn to regain control > ListenBuzz monitoring : learn to survey conversationsConversations? 36 36
    • Learn to regain control > ListenBuzz monitoring : learn to survey conversationsConversations?Conversations? 37 37
    • Learn to regain control > ListenI heard it through the grapevine !Conversations? Conversations = Participants + Objects + Locations + Activities + Polarities (Is it good or bad ?) + Intensity + Frequency 38 38
    • Learn to regain control > ListenThe what, who, when and how of e-reputation monitoringThere’s no official ranking and mapping 39 39
    • Learn to regain control > ListenThe what, who, when and how of e-reputation monitoringThere’s no secret control room 40 40
    • Learn to regain control > ListenWhere should you start from ?Social media is plentisome 41 41
    • Learn to regain control > ListenStart here ! Think of Google as the next best thing to a prime time online spot 42 42
    • Learn to regain control > ListenManage the most influential crossroad for your ereputation A typical Google “bad buzz” 43 43
    • Learn to regain control > ListenManage the most influential crossroad for your ereputation Do not forget to check sponsored links …often used by counterfeiters 44 44
    • Learn to regain control > ListenSocial media conversation does not register in full on search engines HSBC vs. Students (Facebook) 45 45
    • Learn to regain control > ListenDomain names as key assets to monitor Microsoft has a 56% typo-squating rate Check your typosquatting stats on http://typosquat24.com 46 46
    • Learn to regain control > Listen http://www.koleos.tvDomain names as key assets to monitor Do not forget to check google sponsored links 47 47
    • Learn to regain control > ListenDomain names as key assets to monitor 48 48
    • Learn to regain control > ListenI heard it through the grapevine ! The many tools of reputation monitoring Free twitter search Paid http://www.vanksen.fr/watch 49 49
    • http://www.vanksen.fr/watchPaid tool : more sophisticatedListen to the whole visible Internet ! - 3 millions de sources monitorées (Blogs, Forums, Sites d’informations, Twitter, Facebook ) - 7 langues analysées Ex : la solution 50 50
    • http://www.vanksen.fr/watchPaid tool : more sophisticatedCustomized reporting 51 51
    • Paid tool : more sophisticatedTailored KPI’s 52 52
    • Learn to regain control > ListenBuzzMonitoring : Start up using simple toolsNetvibes as a monitoring dashboard Technorati Search Twitter Wikipedia Netvibes.com Google News BlogPulse Google Blogs Flickr Youtube, Dailymotion Facebook To do list - Find rss feed on blogs & sites - Add a RSS feed - Make a search in google news - Share a Netvibes tab with a colleague - Create a RSS feed from a Technorati Search 53 53
    • Learn to regain control > Listen…you heard so what are you going to do about it ?Listen but also engage and take part to the social conversation going on Correct Answer questions Reward positive buzz errors misrepresentations Lead Act up before conversations to the crisis Create a their proper gets conversation platforms bigger 54 54
    • 5. Brand content and brand utility : earn attention! 55 55
    • Brand Content & Brand Utility Source : Media Dynamics USA 2010Less Attention 125 In 1965 in the United States 80% of the To achieve an 18-49 year age group were reached with equivalent only penetration, it takes… 3 prime time commercials X40 56 56
    • Brand content and brand utility : earn attention!Internet is not the lair of interruptive marketing 57 57
    • Brand content and brand utility : earn attention!Learn to earn your audience’s attention : desire + utilityWeb = permission marketing 58 58
    • Brand content and brand utility : earn attention!Take your marketing to the 3D Level Expérience contagieuse 59 59
    • Brand content and brand utility : earn attention! http://www.bmwusa.com/uniquelybmw/bmw_art/films lBMW Be entertaining One of the early hits of brand contentMore than 100M views 60 60
    • Brand content and brand utility : earn attention!Burger King playing the advertainment game right 61 61
    • Brand content and brand utility : earn attention! USABurger King playing the advertainment game right $3.99 with the purchase of a menu Million of hours 40% of exposition to the of profit growth year Over year brand 3.2m Games sold 62 62
    • Brand content and brand utility : earn attention! http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm lFiat Eco Drive 63 63
    • Brand content and brand utility : earn attention! Source : ingmar de langeDon’t use demographics when you think about a brand utility.Use an activityIt’s not about who your consumers are. it’s about what they do. Running Nike Nike+ Driving Fiat Ecodrive Entertaining Zynga Farmville Eating Domino’s Pizza Domino’s Pizza tracker 64 64
    • 6. From social media tactics to strategy 65 65
    • From tactics to strategyAn opportunity for new marketing approaches Interactive Buzz shopping Monitoring Window Buzz, Social Media Street (Facebook, YouTube, Twitter) & Guerilla PR2.0 Advergame Sponsored Viral Bloggers posts Personalised videos Marketing Marketing 2.0 Outreach Video with Video call back Seeding Desktop Blogs, Wikis & online & online widgets communities RSS, User Podcasts Generated Content & & video- crowdsourcing casts 66 66
    • From tactics to strategyFirst off : plan it right ! Tools & technologies are not a strategy ≠ Creativity ≠ Social Media 67 67
    • From tactics to strategyTools are not a strategy Focus on the house, Not the hammer! 68 68
    • Learn to regain controlThe mandatory steps for accurate 2.0 marketingVanksen’s P.L.E.A.S.E™ decision model Build a Amplify with IncreaseDefine Get a Measure contagious owned, paid & loyalty &a brief reality check & optimize experience earned media advocacyTOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded FB, - Community management - Web analytics AAARR,- Target - e-reputation monitoring - Brand experience Twitter, videos & blog) - Social CRM, - Brand performances- Objectives - Site & brand audit - Brand content, - Paid Media : Banners, SEO, SEA, - Loyalty & ambassador - NPS : recommendation rate- Message - Performance & analytics - Brand utility emailing,… programs - ROI measurement- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…- kpis to Evaluate, -…- Resources & Constraints 69 69
    • Learn to regain controlFirst off : plan it right ! Vanksen’s P.L.E.A.S.E™ decision model Build a Amplify with IncreaseDefine Get a Measure contagious owned, paid & loyalty &a brief reality check & optimize experience earned media advocacyTOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded FB, - Community management - Web analytics AAARR,- Target - e-reputation monitoring - Brand experience Twitter, videos & blog) - Social CRM, - Brand performances- Objectives - Site & brand audit - Brand content, - Paid Media : Banners, SEO, SEA, - Loyalty & ambassador - NPS : recommendation rate- Message - Performance & analytics - Brand utility emailing,… programs - ROI measurement- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…- kpis to Evaluate, -…- Resources & Constraints 70 70
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0T.O.M.S.T.E.R. : 7 questions for a successful strategy Target Définir sa cible et comprendre ses « vrais »usages Objectives Etablir de manière précises les objectifs de sa campagne. Message Quel est le message à communiquer? Strategy Avez-vous une idée/souhait quand à la stratégie à adopter? TouchPoint Quels sont les points de contacts et technologies à utiliser? s Evaluation Quels sont les metrics servant à mesurer le succès de cette action KPIs Quelles sont les ressources (financières, humaines, timing) et les Resources contraintes (politiques, organisationnelles,…) pour ce projet? 7171
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Définir clairement et prioriser Target Une grande partie des initiatives en marketing 2.0 sont …des échecs! Objectives Message Cette situation vient souvent d’un Strategy mauvais alignement des objectifs TouchPoint s de l’agence et de l’annonceur… Evaluation KPIs …faute d’une définition précise. Resources 72 72
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Définir clairement et prioriser Target Objectives Message Faire du Buzz Strategy TouchPoint s ≠ un objectif Evaluation KPIs Resources 73 73
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Définir clairement et prioriser Un objectif précis est vital pour pouvoir ENSUITE définir la Target stratégie, les technologies & points de contacts pertinents Objectives Augmenter Construire la Mieux Fidéliser, animer l’exposition, la préférence et Faire progresser Message comprendre les & Activer ses notoriété et le améliorer la les ventes attentes clients fans trafic réputation Strategy Qualification du buzz Améliorer le support Activation Recruter des membres / Augmenter la notoriété online client Promotionnelle abonnés / Fans TouchPoint Mesurer ses Augmenter le nb Nombre de citations Hausse de la Fidéliser (social CRM & s performances /concurrence d’exposition à la marque media fréquence/montant community management) Evaluation Comprendre les Augmenter le trafic en Nombre & % d’avis Améliorer la Augmenter le taux de KPIs tendances marché magasin positifs online transformation recommandation Découvrir de nouveaux Accroître l’audience d’un Acquérir de nouveaux CoConcevoir de Resources insights site clients nouveaux produits 74 74
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Attention à prioriser et préciser Target • Attention à prioriser La meilleure façon de ne pas atteindre votre objectifs est d’en sélectionner un trop grand nombre Objectives • Soyez clair & précis Message Préciser dans l’étape 6 les indicateurs retenus pour mesurer l’objectif. En effet, un objectif comme « augmenter la notoriété d’une marque» peut se faire et se mesurer de multiples façons (sondage POST Strategy campagne, pige media, nombre de citations sur le web…) TouchPoint s • Astuce Communiquez à votre agence un seul chiffre qui signifierait qu’à la Evaluation fin celle-ci à été un succès. Cela permettra d’assurer un alignement KPIs optimal de vos efforts vers un but déterminé de manière claire et mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres Resources buts secondaires). 75 75
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0 http://www.charleneli.com/Ressources : un des critères déterminants pour votre stratégie Target “To be successful using social technologies, companies must first prepare and align internal Objectives roles, processes, policies and stakeholders Message with their business objectives. Social business is a profound change that impacts all Strategy departments in the organization.” TouchPoint s Evaluation KPIs Charlene Li - Founder of Altimeter Group Resources - Author of Open Leadership - Coauthor of the Groundswell 76 76
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Définir ses contraintes / capacités pour une campagne 2.0 • Le temps, le budget mais aussi et surtout l’organisation, les outils Target et compétences internes auront un impact clef sur votre stratégieObjectives Contraintes Contraintes de Compétences & Procédures Organisation- temps & budget suivi / formation & Outils Message nelles Strategy Budget Quelle compétences 2.0 Existence & Composition Existence de procédures & en interne? des équipes internes? guidelines?TouchPoint s Timing Programme de formation Quel circuit de Outils existants (metrics, experts/employés? validation/reporting? CRM, ereputation)Evaluation KPIs « Reverse mentoring » pour Qui pilote Outils de coordination la direction? & décide? (Intranet 2.0,...) Resources Accompagnement, Contraintes légales & validation et mise à jour? techniques 77 77
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0 Source : Coca-ColaRessources : Budget • Le buzz et le media sociaux ne sont pas gratuits! Target – Un budget est nécessaire pour • Les outils : programmation, design, license, hébergement,… • Le temps (important) de gestion : monitoring, conception et déploiement des Objectives campagnes, mesure et reporting • La création de contenu • L’activation media Message • Mais ils offrent un ROI supérieur à long terme : Strategy – Chaque campagne capitalise sur les contacts accumulés au cours des campagnes précédentes et tout au long de l’année (plateforme relationnelle) TouchPoint Campagnes marketing traditionnelles Campagnes marketing 2.0 s Fans/Follows/Friends Fans/Follows/Friends Evaluation KPIs Resources Temps Temps 78 78
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Ressources : Ne vous laissez pas décourager… • La réalité est parfois décevante par rapport à vos attentes. Seule la Target pratique vous permettra de passer de l’expérimentation à la maîtrise • Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;) Objectives Message Strategy TouchPoint s Evaluation KPIs Resources 79 79
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0 Source : olivier alain blanchard, @thebrandbuilderOrganisation : adapter son organisation interne? • Une collaboration interne est donc nécessaire mais rarement Target possible sans adaptation de l’organisation en silos Head of Social Media Objectives Developed the Social Communications Infrastructure Oversees Social Media activity Coordinates Social Media activity Provides leadership + Support Message Measurement Customer Support Data Analysis Monitoring Strategy Reporting Support Triage TouchPoint RP + Reputation Mgmt s Monitoring Marketing Responding to crises Evaluation Content, events & Promotion Research Content Development KPIs Promotions Community Management Resources Monitoring Corporate Responding to inquiries Brand reputation Content CSR Triage 80 80
    • T.O.M.S.T.E.R. : Comment créer un brief 2.0Procédures et outils : ex de procédure de gestion des citations • Pour être réactif, il faut définir à l’avance des procédures Target permettant d’anticiper les actions à mener Mention de la marque Objectives Corrriger le problème en communicant l’action au client Positive Negative Oui Oui Message Non Souhaite on Evaluer le Evaluer la répondre? message raison Le client nécessite plus d’information Strategy Pas de Oui Client Oui Les faits sont Non Corriger les faits avec réponse mécontent? ils corrects? tact TouchPoint Non s Oui A t on quelque Oui Non Non Râleur Les faits sont chose à professionnel? ils corrects? ajouter? Evaluation Non Oui KPIs Le problème Expliqué ce qui a été Répondre et Remercier la Troller ou a t-il été Oui fait pour résoudre le partager personne comique? résolu? problème Resources Non Oui Ne pas réagir et suivre l’évolution 81 81
    • Going Further 82 82
    • Going furtherUseful resourcesRead our blog: http://www.Culture-Buzz.com Recommended readings More than 3500 case studies available 83 83
    • Thank you for your time Click to learn more Jérémy Coxet www.vanksen.fr/blog CEO Vanksen Luxembourg/Suisse 7 rue des Mérovingiens /-8070 Bertange, Luxembourg Tel : +352 48 90 90 229 jcoxet@vanksen.com Web : www.vanksen.com Twitter: @jcoxet 84© 2010. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.