Thursday 15.25 Mnd Sandrine Plasseraud Renault
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Thursday 15.25 Mnd Sandrine Plasseraud Renault

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Thursday 15.25 Mnd Sandrine Plasseraud Renault Thursday 15.25 Mnd Sandrine Plasseraud Renault Presentation Transcript

  • Sandrine Plasseraud Brand Manager Small Cars & Customer Offers
    • Buzz your products and brand b y engaging with key online influencers.
    • How do you identify those influencers and engage with them ?
    • How do you monitor the online buzz that they create around your product and brand ?
  •  
  • “ Emerging” Media and Effect they have on customer behaviour
    • Social Networking
    • Online gaming
  • “ Emerging” Media and Web 2.0
  • Netvibes – keep up with the rest of the world easily
  • Facebook – What are your friends doing ?
  • Twitter – what are you doing ?
  • “ Emerging” Media and Effect they have on customer behaviour User Generated Content
  • Consumers trust UGC
  • 36% wouldn’t buy a product with negative comments online
  • 57% are influenced by online comments about a product
    •  Product
    •  Price
    •  Place
    •  Promotion
    • … .
    •  PARTICIPATION
    Forget the 4 Ps !
  • Blog me I’m famous !
    • Andy Warhol, 1968 : “In the future, everyone will be world-famous for 15 minutes”.
    • 2007 : “In the future, everyone will be famous to fifteen people”
  • Viral and Buzz Marketing
    • a satisfied customer tells 3 people about it
    • a dissatisfied customer tells 11 people about it
    Identifying individuals with high Social Networking Potential can help you buzz your brand or your products, especially online Bloggers = influencers with high social networking potential Bloggers – “Twitters” – “Facebookers” – etc.
  • Twingo Concept
  • Twingo Concept & Bloggers
    • A Viral Marketing Strategy in 2 Phases :
    •  5 bloggers invited to the Paris Motorshow as “VIP” (29 th September 2006)
    •  Seeding operation targeting 30 bloggers (from the 30 th of September)
  • Twingo Concept & Blogger 1
    • 20 yrs old blogger
    • design
    • new technologies
    • urban
  • Twingo Concept & Blogger 2
    • 30 years old
    • viral marketing
  • Twingo Concept & Blogger 3
    • 25 years old
    • viral marketing
    • e-commerce
    • internet
  • Twingo Concept & Blogger 4
    • 30 years old
    • Famous DJ
    • Music
    • Travel
  • Twingo Concept & Blogger 4
  • Twingo Concept – Seeding Operation
  • Twingo Concept – Seeding Operation
  • Twingo Concept & Bloggers - Results
  • Twingo Limited Edition Nokia - Buzz
  • Twingo Limited Edition Nokia - Buzz
  •