DIGITAL CONSUMEREVOLUTIONFrench Chamber of CommerceFeb 21st                                         WWW.F5DC.COMGregory.bi...
INTRO
GONG                                XI FA                                 CAISource : Straight Times Feb08
GONG XI FA CAI                                17B SMS                                592.1B 2007Source : Straight Times Fe...
Would you spend $44.6B ? Revenue                              $6.9B    $51.12B Profit                               $0.66B...
Edison Chen soap operaGillian ChungBobo Chan                Cecilia Cheung                                 Vincy Yeung
EVOLUTION   WWW.F5DC.COM
1970          1990            2004Television      LCD TV        YouTube Camera      Digital Camera   FlickerTurn table    ...
Virtualization of the information    1970               1990           2004            2010Hardware driven               S...
What is the impact ?
38 Years saved in 83 Years… 1998                1 year                          How much                                  ...
Limited audience reach                           36%                           75%Source : Nielsen ratings                ...
61 HOURS            /DAYSource : Kaiser Family foundation
Welcome to the new WorldS  300M              98M     50M     64M1999             2002     2002    2004
Information, how to deal with it ? SEARCH
Calculating   Spelling                WWW.F5DC.COM
Calculating   Spelling   Thinking ?
Is there a new war ?  WHAT                   WHEREKNOWLDEGE              KNOWLEDGE
Relevance      Persistence        Quality    Personal viewsNext search tomorrow ?
songsfragmenting
Consumer segmentation evolution                                        Multiple personas Behavioral   Psychographic   Prof...
Contextual segmentation            Levi’s shirt $200            Levi’s Jean $160            Shoes (from Netherlands ?) ...
Addiction ?              http://upload.wikimedia.org/wikipedia/commons/9/9c/Rational_scale_to_assess_the_harm_of_drugs_%28...
Who are they ?MORE                                  LESS"   Connected                         "   Loyal"   Mobile         ...
Fight for space         Media spent,        Newspaper, 43%                                                     Media spent...
But fight at the right place                               Medi                  Media spent, TV,                         ...
Mushroom Advertising Effect  Test           Saturation         techno break   New saturation  Simple         Competi...
I know you pretend you love me…               WWW.F5DC.COM
Information or spamming ?                           83% of all emails*                           Mailbox syndrome       ...
Do you CARE ?do you KNOW me ?      WWW.F5DC.COM
Do you listento me ?                WWW.F5DC.COM
Are we that bad in communication ?
Dr Folamour game                       I will bombard you                       TRUST ME                       Buy me  ...
What do YOU expect as a customer ?
Listen to me     I will choose               And by the way…                I am not stupid
Same old school…                  Still 24hs day                  We are still analog                  Still one receiv...
Technology is NEVER the solution
Looking for a job ?http://www.worldometers.info/
Technology is NEVER the solution
YES, We have the solution             CUSTOMER INSIGHTS               Customer knows…               Pre analysis - Surve...
Actually, maybe not, (sorry…)               Future is unknown               Success is a fragile recipe               N...
Do we know how to fly ?                                       YES it is a plane BUT               Old communication      ...
Danger Zone              Users                   Marketers                  Faster                 Adapt               ...
Integrated approach, selected maneuver
Drive through a customer journey              Awareness evangelism                 Interest  Loyalty                  Conn...
Back to basics, campaign processPlanning                   Development               Execution            Follow up       ...
Optimize your media mix           •  Selective Media            •  Targeted Media              •    Mass Media            ...
10 TRICS                                   4 TRICS   1.  Technology is not the solution   2.  Whisper and not Shout   3.  ...
THANKS                                         WWW.F5DC.COMGregory.birge@f5dc.com   +65 9111 6849
EXAMPLES                          WWW.F5DC.COM           WWW.F5DC.COM
Engagement example                                                          Immersion and lifestyle                     In...
Touch point integrationback
Online tactics scheduleback
Step by step measurementback
THANKS                                         WWW.F5DC.COMGregory.birge@f5dc.com   +65 9111 6849
Digital Consumer FCCS0221
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Digital Consumer FCCS0221

  1. 1. DIGITAL CONSUMEREVOLUTIONFrench Chamber of CommerceFeb 21st WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  2. 2. INTRO
  3. 3. GONG XI FA CAISource : Straight Times Feb08
  4. 4. GONG XI FA CAI 17B SMS 592.1B 2007Source : Straight Times Feb08 1.6B /day
  5. 5. Would you spend $44.6B ? Revenue $6.9B $51.12B Profit $0.66B $14.07B Online Revenue 85% 4.7%Source : Le Monde Newspaper Feb 3rd
  6. 6. Edison Chen soap operaGillian ChungBobo Chan Cecilia Cheung Vincy Yeung
  7. 7. EVOLUTION WWW.F5DC.COM
  8. 8. 1970 1990 2004Television LCD TV YouTube Camera Digital Camera FlickerTurn table CD player iTunes Phones Mobile Phone Skype
  9. 9. Virtualization of the information 1970 1990 2004 2010Hardware driven Software / Content Connection  Technology revolution   Us   How  Hardware, better, faster   Share, network   Delocalize   Mobility   Virtual   UGC   Wii life
  10. 10. What is the impact ?
  11. 11. 38 Years saved in 83 Years… 1998 1 year How much time does it 1994 5 years take to 1971 10 years reach 500M 1952 13 years People ? 1915 38 yearsSource : Forrester
  12. 12. Limited audience reach 36% 75%Source : Nielsen ratings 2006 1987
  13. 13. 61 HOURS /DAYSource : Kaiser Family foundation
  14. 14. Welcome to the new WorldS 300M 98M 50M 64M1999 2002 2002 2004
  15. 15. Information, how to deal with it ? SEARCH
  16. 16. Calculating Spelling WWW.F5DC.COM
  17. 17. Calculating Spelling Thinking ?
  18. 18. Is there a new war ? WHAT WHEREKNOWLDEGE KNOWLEDGE
  19. 19. Relevance Persistence Quality Personal viewsNext search tomorrow ?
  20. 20. songsfragmenting
  21. 21. Consumer segmentation evolution Multiple personas Behavioral Psychographic Profile
  22. 22. Contextual segmentation   Levi’s shirt $200   Levi’s Jean $160   Shoes (from Netherlands ?) S$168 Omega watch $5000
  23. 23. Addiction ? http://upload.wikimedia.org/wikipedia/commons/9/9c/Rational_scale_to_assess_the_harm_of_drugs_%28mean_physical_harm_and_mean_dependence%29.svg
  24. 24. Who are they ?MORE LESS" Connected " Loyal" Mobile " Focus" Responsive " Patient" Multitasking " Easy to trick Communities Quantity Share Fragmented Connections Fast Vocal Competitive
  25. 25. Fight for space Media spent, Newspaper, 43% Media spent, TV, 34% Media exposure / Media exposure / day, Online, 32% day, TV, 28% Media exposure / day, Radio, 23% Media exposure / day, Newspaper, exposure / Media 10% day, Magazines, Media spent, Media spent, Media spent, Others, 8% 7% Magazines, 6% Radio, 6% Media spent, Media exposure / Online, 2% day, Others, 0 Media exposure /day Media spentSource : Synovate Asia, Nielsen Media research
  26. 26. But fight at the right place Medi Media spent, TV, 34% Media exposure / a Media exposure / day, Online, 32% day, TV, 28% Media exposure / day, Radio, 23% Media exposure / day, Newspaper, exposure / Media Medi Media spent, 10% day, Magazines, a Media spent, Media spent, Others, 8% 7% Magazines, 6% Radio, 6% Media exposure / day, Others, 0 Media exposure /day Media spentSource : Synovate Asia, Nielsen Media research
  27. 27. Mushroom Advertising Effect  Test   Saturation   techno break   New saturation  Simple   Competitive   New Eldorado   Intrusive  One Way   Innovative   Copy Paste   Disruptive Before 1980 1980-2000 2000-2005 Since 2006Press TVs Cinema Online Video GamesRadio Product Placement Banners Web 2.0Outdoor Mobile phone
  28. 28. I know you pretend you love me… WWW.F5DC.COM
  29. 29. Information or spamming ?   83% of all emails*   Mailbox syndrome   Intrusive   Invasive • Source :Brandley Ansitis 2007 security management http://newsweaver.co.uk/noc/e_article000705859.cfm?x=b11,0,w
  30. 30. Do you CARE ?do you KNOW me ? WWW.F5DC.COM
  31. 31. Do you listento me ? WWW.F5DC.COM
  32. 32. Are we that bad in communication ?
  33. 33. Dr Folamour game   I will bombard you   TRUST ME   Buy me   PUSH   PUSH   PUSH   PUSH   PUSH   PUSH   PUSH
  34. 34. What do YOU expect as a customer ?
  35. 35. Listen to me I will choose And by the way… I am not stupid
  36. 36. Same old school…   Still 24hs day   We are still analog   Still one receiving end   Pipe size does not increase
  37. 37. Technology is NEVER the solution
  38. 38. Looking for a job ?http://www.worldometers.info/
  39. 39. Technology is NEVER the solution
  40. 40. YES, We have the solution CUSTOMER INSIGHTS   Customer knows…   Pre analysis - Survey – analysis – compilation – reports – meeting – decision – market test – sampling – first draft – campaign launch
  41. 41. Actually, maybe not, (sorry…)   Future is unknown   Success is a fragile recipe   New consumers are less rationals   Consumer insights is just a validation process   Not what, but HOW you use it
  42. 42. Do we know how to fly ?   YES it is a plane BUT Old communication   Different technology   Different speed   Different pilots   Different teaching   Different training New communication
  43. 43. Danger Zone Users Marketers   Faster   Adapt   Performance   Focus   Personal   Respect   More Risks   Careful   Traditional rules should apply   Pilots are human beings   Relevance, Quality   Answer the real questions
  44. 44. Integrated approach, selected maneuver
  45. 45. Drive through a customer journey Awareness evangelism Interest Loyalty Connection Conversion
  46. 46. Back to basics, campaign processPlanning Development Execution Follow up   Wrap up  Objective Definition   Campaign Strategy   Implementation reports  Customer Segmentation   360 wheel evaluation   Monitoring   Positive Learning  Contact Strategy   Tactics by audience   Gap measurement   Improvement and action plans points  Metrics Definition   Creative development   Follow up planning
  47. 47. Optimize your media mix •  Selective Media •  Targeted Media •  Mass Media •  Passive media •  Mass messaging or •  Privileged Consumer •  Brand image •  No interaction Focused targeting relation •  Step by Step teasing •  Volume marketing •  Brand image •  Selected Moment •  Increased interactivity •  Passive interaction TV Press Outdoor Radio •  Accurate targeting •  Mass Media •  Emerging Media •  Quality Media •  Targeting is needed •  Accurate targeting •  Captive audience •  Enrich consumer •  Very Dynamic experience interaction •  Dynamic and tight •  Personalized marketing interaction •  Potentially Intrusive Internet Cinema Mobile 2.0examples
  48. 48. 10 TRICS 4 TRICS 1.  Technology is not the solution 2.  Whisper and not Shout 3.  Respect to be respected 4.  Pull instead of Push 5.  Accept mistakes and to loose control 6.  Take risks 7.  Engage, entertain 8.  Be relevant, focus on excellence 9.  Never lie 10. Online is a zoom activatorexamples
  49. 49. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  50. 50. EXAMPLES WWW.F5DC.COM WWW.F5DC.COM
  51. 51. Engagement example Immersion and lifestyle Intrigue Entertain Discover Offline Online Microsite Banners SEO Communities On line PR - Simulate ambiance -  3 different approach -  Mix organic and paid -  Ambassador -  Traditional product and feeling of to match customer search selection in technical test captivating sound and needs and strategy -  Organic will maintain communities -  Placement program immersive experience phase product visibility -  Ambiance games in beyond usage -  Generate envy to test -  Selected sites based -  Paid search will friendship the product on timing / event leverage activity communities -  2 Phases, Games and -  Atmosphere infomative presence linked to events All activities are trackable, measurable, drive customers to the next step of engagement to drive to sales Actions are customer tailored to answer needs and CTAback
  52. 52. Touch point integrationback
  53. 53. Online tactics scheduleback
  54. 54. Step by step measurementback
  55. 55. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849

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