Emerging Media, the Effect they Have on your Customer Behaviours and your Marketing Strategy

Sandrine Plasseraud Brand Manager Small Cars & Customer Offers Emerging Media & the effect they have on customer behaviors and on your ability to generate insights.  Create business strategies accordingly

“ 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

30 years old
viral marketing

25 years old
viral marketing
e-commerce
internet

30 years old
Famous DJ
Music
Travel

Twingo Concept – Seeding Operation

Twingo Concept & Bloggers - Results

 Product
 Price
 Place
 Promotion
… .
 PARTICIPATION
Forget the 4 Ps !

http://sandrineplasseraud.typepad.com	93
http://www.lesexplorers.com	74
http://www.womarketing.netsons.org	70
http://mail.esc-lille.fr	56
http://www.slideshare.net	8
http://marketingrama.wordpress.com	4
http://www.netvibes.com	4
http://lesexplorers.com	2
http://wildfire.gigya.com	2
http://www.paperblog.fr	1
http://webcache.googleusercontent.com	1
http://209.85.129.104	1

Emerging Media, the Effect they Have on your Customer Behaviours and your Marketing Strategy

by guest0d2e39 on Sep 13, 2007

Accessibility

Categories

Tags

Upload Details

Usage Rights

12 Embeds 316

Statistics

Emerging Media, the Effect they Have on your Customer Behaviours and your Marketing Strategy — Presentation Transcript