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Sandrine Plasseraud Brand Manager Small Cars & Customer Offers <ul><li>Buzz your products and brand   b y engaging with ke...
 
“ Emerging” Media and Effect they have on customer behaviour <ul><li>Social Networking </li></ul><ul><li>Online gaming </l...
“ 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
<ul><li>  Product </li></ul><ul><li>  Price </li></ul><ul><li>  Place </li></ul><ul><li>  Promotion </li></ul><ul><li>...
Blog me I’m famous ! <ul><li>Andy Warhol, 1968 : “In the future, everyone will be world-famous for 15 minutes”. </li></ul>...
Viral and Buzz Marketing <ul><li>a satisfied customer tells 3 people about it </li></ul><ul><li>a dissatisfied customer te...
Twingo Concept
Twingo Concept & Bloggers <ul><li>A Viral Marketing Strategy in 2 Phases : </li></ul><ul><li>   5 bloggers invited to the...
Twingo Concept & Blogger 1 <ul><li>20 yrs old blogger </li></ul><ul><li>design </li></ul><ul><li>new technologies </li></u...
Twingo Concept & Blogger 2 <ul><li>30 years old </li></ul><ul><li>viral marketing </li></ul>
Twingo Concept & Blogger 3 <ul><li>25 years old </li></ul><ul><li>viral marketing </li></ul><ul><li>e-commerce </li></ul><...
Twingo Concept & Blogger 4 <ul><li>30 years old </li></ul><ul><li>Famous DJ </li></ul><ul><li>Music </li></ul><ul><li>Trav...
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
 
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Thursday 15.25 Mnd Sandrine Plasseraud Renault

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  • Transcript of "Thursday 15.25 Mnd Sandrine Plasseraud Renault"

    1. 1. Sandrine Plasseraud Brand Manager Small Cars & Customer Offers <ul><li>Buzz your products and brand b y engaging with key online influencers. </li></ul><ul><li>How do you identify those influencers and engage with them ? </li></ul><ul><li>How do you monitor the online buzz that they create around your product and brand ? </li></ul>
    2. 3. “ Emerging” Media and Effect they have on customer behaviour <ul><li>Social Networking </li></ul><ul><li>Online gaming </li></ul>
    3. 4. “ Emerging” Media and Web 2.0
    4. 5. Netvibes – keep up with the rest of the world easily
    5. 6. Facebook – What are your friends doing ?
    6. 7. Twitter – what are you doing ?
    7. 8. “ Emerging” Media and Effect they have on customer behaviour User Generated Content
    8. 9. Consumers trust UGC
    9. 10. 36% wouldn’t buy a product with negative comments online
    10. 11. 57% are influenced by online comments about a product
    11. 12. <ul><li> Product </li></ul><ul><li> Price </li></ul><ul><li> Place </li></ul><ul><li> Promotion </li></ul><ul><li>… . </li></ul><ul><li> PARTICIPATION </li></ul>Forget the 4 Ps !
    12. 13. Blog me I’m famous ! <ul><li>Andy Warhol, 1968 : “In the future, everyone will be world-famous for 15 minutes”. </li></ul><ul><li>2007 : “In the future, everyone will be famous to fifteen people” </li></ul>
    13. 14. Viral and Buzz Marketing <ul><li>a satisfied customer tells 3 people about it </li></ul><ul><li>a dissatisfied customer tells 11 people about it </li></ul>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.
    14. 15. Twingo Concept
    15. 16. Twingo Concept & Bloggers <ul><li>A Viral Marketing Strategy in 2 Phases : </li></ul><ul><li> 5 bloggers invited to the Paris Motorshow as “VIP” (29 th September 2006) </li></ul><ul><li> Seeding operation targeting 30 bloggers (from the 30 th of September) </li></ul>
    16. 17. Twingo Concept & Blogger 1 <ul><li>20 yrs old blogger </li></ul><ul><li>design </li></ul><ul><li>new technologies </li></ul><ul><li>urban </li></ul>
    17. 18. Twingo Concept & Blogger 2 <ul><li>30 years old </li></ul><ul><li>viral marketing </li></ul>
    18. 19. Twingo Concept & Blogger 3 <ul><li>25 years old </li></ul><ul><li>viral marketing </li></ul><ul><li>e-commerce </li></ul><ul><li>internet </li></ul>
    19. 20. Twingo Concept & Blogger 4 <ul><li>30 years old </li></ul><ul><li>Famous DJ </li></ul><ul><li>Music </li></ul><ul><li>Travel </li></ul>
    20. 21. Twingo Concept & Blogger 4
    21. 22. Twingo Concept – Seeding Operation
    22. 23. Twingo Concept – Seeding Operation
    23. 24. Twingo Concept & Bloggers - Results
    24. 25. Twingo Limited Edition Nokia - Buzz
    25. 26. Twingo Limited Edition Nokia - Buzz
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