Conclusion

Slide 1: Conclusion

Slide 2: Before  Top-down internet, one way channel, no interaction Creates Main Brand and drives media Values Supports & Secondary reinforces media Distribution Below & promotion the line Personal experience Ever since marketers acknowledged that there’s too much advertising, and too many media channels, they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line “Didactic” (ATL) mainstream media activities focusing on the brand are driving the communication.

Slide 3: Today  Bottom-up, users publishing their ideas, blogs, wikis, podcasts using new technologies, allowing content publication, sharing, filtering, ... “Authentic” The 21st century, ‘bottom-up’ word-of- Brand mouth marketing approach focuses on personal experience of the brand and is Values driven by consumers. Essential Supports & truths reinforces Personal experience Continuing Extends & dialogue expands On the ground Creates & reality drives

Slide 4: Threats? Should you be afraid of bloggers? Should you engage a conversation with them?

Slide 5: Is it war? Karate?

Slide 6: No it’s more like Judo…

Slide 7: … or even better: Tango!

Slide 8: Social Media = Opportunities! NO, they are human beings just like you, Should you be afraid of bloggers? but they can speak very, very loud Should you engage a YES, don’t underestimate the power of conversation with them? blogosphere  If you care about PR, you should care about social media

Slide 9: Marketing - The Old Way Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. L.Burnett

Slide 10: Traditional Brand Communication: Levi’s - Free To Move Remember Levi’s “Free To Move” ?

Slide 11: The New Way Make it relevant Make it participative Make it multi-channel Make it creative Make it interactive Make it viral  Make it an engaging multi touch-point brand experience Emakina

Slide 12: Make it relevant

Slide 13: Src: http://www.youtube.com/watch?v=iYhCn0jf46U Dove: “evolution” Brand objectives  Make women feel more beautiful, everyday  Inspire them to take care of themselves in a natural sense  Attach “natural beauty” proposition to brand promise Key Facts:  More than 6 million views on Youtube  Over 2000 comments added  Favorited almost 20.000 times  Lots of people make parodies  Product: Dove  Watch

Slide 14: Make it participative

Slide 15: Unilever: “Life & Cooking” Key Facts:  "Life & Cooking" is a key platform for Unilever to generate more brand awareness, more traffic in POS and, ultimately, more sales.  150.000 subscribers to the weekly newsletter  160.000 unique visitors each month  Average of 6,2 pages viewed / unique visitor

Slide 16: Make it multichannel

Slide 17: VW Escape TV Monthly magazine with events, interviews, reportages… =CONTENT Visitors can choose HOW to watch and follow-up the episodes: vwescape.tv RSS subscription PSP Ipod GSM http://www.vwescape.tv/

Slide 18: Make it creative

Slide 19: Daihatsu > J’ai la plus grande Key Facts:  Unique visitors: 63.096  Subscriptions: 28.662  Send-to-friend mails: 9.345  Friends enrolled: 2.127 (23%)  Opt-In PIXmania: 7.398  Opt-In Virgin: 6.784  Ratio visitors/subscription s: 45,5%  % Male: 51%  % Female: 49% Src: http://www.jai-la-plus-grande.fr/

Slide 20: Make it interactive

Slide 21: Proximus Moblog  Massive use of Web 2.0 technologies  RSS feed to get automatic updates on any moblog  Leave a comment on each picture  Export a picture to your own by a simple copy/paste of HTML snippet  Tag your pictures with keywords  Spread your pictures through web 2.0 platforms  (del.icio.us, Digg…)

Slide 22: Make it viral

Slide 23: Src: http://www.i-needtogo.com/ ING I-NeedToGo.com  www.i-needtogo.com  IAC Award 2008 – Best Bank Rich Media Campaign  ING’s Lion Account is a free Internet bank account  The campaign spread the message that several things in life just should be free!  Such as the toilet  Such as your bank account  Excellent Media coverage in press, blogs, online magazines Ex: Contagious magazine http://www.contagiousmagazine.com/News%20Article.aspx?REF=646&IsArchive=false

Slide 24: Src: http://www.i-needtogo.com/ Widget Blogosphere Integration Provide the tools (= widget) to the blog- community and make it easy + interesting to let THEM spread YOUR message New ING campaign started in Belgium on Monday... And reached Spanish blogosphere 1 day later

Slide 25: Our Value Proposal

Slide 26: Remember? Your brand

Slide 27: Our Mission Ideas Your Your brand Emakina audience Stories, Opinions, Experiences, Conversations Emakina wants to be your brand guardian & cultivator in this complex social network.

Slide 28: What we can do Your brand Emakina Your audience Actions :  Digitize, upload and tag videos in  Propagate content and tags in YouTube, GoogleVideo, etc. specialized search engine (technorati,,  Upload, tg, photos and campaing etc.) visuals (flickr, photobucket, etc.)  Update or create content in wikis  Bookmarks and tags, create groups in (wikipedia, etc.) (del.icio.us, furl, sprul, etc.)  Promote websites, blogs, url in social  Create user, groups and animate bookmarking (digg, scoopeo, etc.) brands in social networking (myspace,  Analyse traffic (see Emakina web friendster, etc.) analytics offering)  Create blogs with all the content,  Develop widgets, create content, moderate comments (blogger, etc.) launch interactive marketing campaign, etc.

Slide 29: Use social media to your advantage  Monitor what’s happening around your brand  Integrate these conversation networks  Help these consumers to connect with each other: this is as much important as the message itself  Provide them with tools to spread your message  Develop/Create traffic to current brand web assets  Report relevant trends, statistics, opportunities

Slide 30: Marketing Strategies Objectives Mechanics Recruit email addresses    Increase sales volume   Customer loyalty   Brand awareness  Traffic Building  Lead generation    Niche marketing    Emakina Search Engine Marketing Games and Promotions recommendations Loyalty programs Social marketing 1-to-1 Marketing Viral Marketing E-Mailings Bannering Mini-sites

Slide 31: Let’s do a mental exercise

Slide 32: Porsche did get  Summer 2007 Greenpeace launches an “UglyPig” campaign at Porsche

Slide 33: What do you think that Porsche did? How would YOU have reacted?

Slide 34: Porsche did get it

Slide 35: Porsche did get it

Slide 36: Porsche did get it

Slide 37: The results?

Slide 38: A nice promotion campaign for the Cayenne Hybrid

Slide 39: Lunch Mr N ice Guy Look for the Emakina people and challenge them to find a solution to your brand challenges using the Attentio tool

Slide 40: Before leaving A little attention awaits you bit Mr Rab