WOM Conference : Viral, Buzz & Influential Marketing | by Vanksen|Culture-Buzz.com

Slide 1: Word of Mouth Marketing Conference > By Emmanuel Vivier, CEO of VanksenGroup evivier@vanksen.com | http://www.culture-buzz.com | http://www.buzzparadise.com | +33.6.159.283.18 Viral, Buzz & Influential Marketing How to adopt Marketing 2.0 Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Slide 2: Who are we? Consulting Agency for viral, blog, buzz marketing & 360° Communication Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Slide 3: 360° communication & buzz marketing agency Vanksen/Culture-Buzz | Buzz Agency BuzzParadise | Buzz Platform & PR 2.0 LegitiName | Buzz Monitoring We collaborates with brands such as BuzzParadise® is an international LegitiName manage and protect brands Warner Bros, Ubisoft, 20th Century Fox, platform connecting brands and our online. Canal Plus, Sony,Nokia,… to conceive & community of 6000 influential bloggers We help major organizations to protect, deploy actions and viral applications online in 20 countries. manage, promote and monitor their and offline. We operates on a international brand name & reputation online, level. We help brands to generate word of resulting in revenue increase and long- With more than 1900 published articles, mouth by engaging with online opinion term brand awareness. 165,000 viewed pages/months, Culture- leaders, by inviting them to VIP event buzz.com’s blog has become the biggest or seeding them with products. French portal dedicated to WOM, weekly analyzing blog, buzz and viral marketing and alternative trends such as guerrilla and street marketing. Website | http://www.culture-buzz.com Website | http://www.BuzzParadise.com Website | http://www.legitiname.com 3 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 4: A Global Presence A multicultural team of communication experts France UK (opening soon) Luxembourg (HQ) Germany LGTF SARL Vanksen Group UK Centre Hermès LGTD Gmbh 1bis cité paradis 1 Northumberland Av. 7 ZA du Bourmicht Stresemannstr. 29 75010 Paris London UK L-8070 Bertrange 22769 Hamburg USA Hong Kong LGTU Corp 515 West 20 Street, Flat D10 Suite #5E 101 Repulse Bay Road New York, NY 10011 Hong Kong Spain Switzerland Italy Middle East LGTS SA Partnership Opening soon Luca Conti 273 Rte St Julien w/ Catch Interactive in Madrid +39 3281245550 1258 Geneva Dubaï 4 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 8: Too many channels = Fragmentation The number of information and entertainment channels keeps skyrocketing TV, cable, cinema, internet, DVD, VOD, i-mode, videocast, videogames console, mobile, radio,… 8 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 10: Traditional advertizing put into question Advertising = A loss of Credibility… of consumers don’t believe that companies tell the truth in advertisements Yankelowich 10 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 11: Consumers are starting to ignore advertising… Consumers are skipping ads with digital VCR like Tivo » USA Des consommateurs seraient 69% intéressés par un produit permettant d’éviter ou de bloquer la publicité Source : Yankelovitch 2005, Marketing Receptivity study 11 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 13: Traditional advertisingEfficiency Advertising = Loss of put into question Advertising: Rising costs & Sinking Efficiency TV ads in the last 10 years 37 % of all spending on TV ads +40 % rise in expenses is completely useless** -50 % audience* Source: McKinsey: Continuing Declin ein TV Selling Power Explosion of the number of media & saturation = explosion of costs in order to be visible & a race for the audience 13 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 18: Their opinion have a changé Social media matters Le Consommateur credibility The impact of blogs, word of mouth and social media » USA Amazon customers reviews are key in purchase decisions 18 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 19: Consumers base their opinion on those of others = WOM The impact of blogs, word of mouth and social media » USA Of consumers trust people like Of consumers trust people like 68% themselves (23 % in 2003). themselves (23 % in 2003). Recommendations from friends/family Forrester Research and Intelliseek Base: European online consumers “Forrester study” Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100% 19 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 23: Welcome to a Web2.0 world Where Consumer is a media Consumer Generated Media Blogs Moblogs 100 millions videos More than 10 millions skyblogs viewed/day & 150 millions blogs worldwide My Tv My Magazine My Reportage Vidéocasts & Podcasts Syndication RSS My radio/ show My AFP 23 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 24: Theirmedia & users opinions = high visibility in search engines Social opinion matters Le Consommateur a changé The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 24 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 25: Their opinion matters Le Consommateur a changé Social media & users opinions = high visibility in search engines The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Creativity Engagement Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 25 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 26: Their media & users opinions = NOT A CHOICE anymore Transparency matters Social opinion Tyranny… Le Consommateur a changé Consumers are already talking about you Comcast: an webuser published the video of a technician fallen asleep at his place diffusion 26 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 27: Transparency matters Le Marketing du Bouche à Oreille : Un your offer Social media & users opinions = remixing passage obligé Their opinion Tyranny… Consommateur a changé Power to the people Locking & Controling people is over 27 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 29: #1. Create SO GREAT products that they are worth to talk about 1 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Slide 30: Creating amazing products Create a “Purple Cow” (Seth Godin) Seth Godin “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … 30 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 35: #2. If your product, company,… is not cool… offer great attractive content with it 2 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Slide 39: Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm In Itunes : http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=117887100 39 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 40: Attach added value content to your brand Become a content company Tell don’t sell Ex : http://www.Culture-Buzz.com Offer added value content, advice,… Give your opinion Converse vs proclaim Think multimedia (podcast, mobloging) Involve employees Michel-edouard-leclerc.com USA : GM & FastLane - 165.000 Viewed pages/months - 1 to 3 leads/day 40 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 42: Attach added value content to your brand ArcelorMittal.tv Blog & Videocasts “arcelormittal.tv” Problem: – Create buzz, internally (330,000 employees) and externally – Create a new corporate culture Results: – More than 100,00 viewed pages in a few weeks – The CEO answers one question per month. Learned: – Create really attractive contents (videos shot worldwide); – Don’t control too much, but incite participation (comments…). 42 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 43: #3. Don’t sponsor the entertainment… Become THE entertainement 3 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Slide 44: CONTENT IS THE NEW CURRENCY Content is the new currency Jeff Hicks » CEO of Crispin Porter + Bogusky » USA Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ “ The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it. ” 44 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Slide 45: Branded Conte

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