Internet Think Differently


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With Internet, we need to start to think differently.

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Internet Think Differently

  1. 1. Avec Internet, il faut désormais penser autrement Henri Kaufman 11 03 10 With Internet, we need to start thinking differently
  2. 2. The new functionalities of the World Wide Web are leading to profound changes in our vision of the world and the behaviour of individuals – and consumers. And by the same token in their relationships with brands.
  3. 3. Think differently
  4. 4. Thinking with the right-hand side of your brain
  5. 5. We are now in a “Far West” period: space belongs to the first to grab it.
  6. 6. We are now in an era of surfing and constant flow
  7. 7. A flow that is moving ever faster, in real time, everywhere
  8. 8. « Internet sera partout. Comme l’air. On ne va plus parler « d’internet ». Ni d’« e.commerce ». Tout simplement, on sera en ligne 24 heures sur 24, 7 jours sur 7 grâce à nos systèmes mobiles géo-localisés, nos vêtements intégrant des puces RFID, nos jouets à l’intelligence artificielle, nos cerveaux »
  9. 9. We are all interconnected
  10. 10. Towards new Customer/Brand relationships Companies will have to learn to loosen their grip, whether they like it or not
  11. 11. New consumers = new behaviour
  12. 12. <ul><li>How to reinvent new Relationships with Customers: </li></ul><ul><ul><li>who are no longer loyal to the brand in the way they were “before” </li></ul></ul><ul><ul><li>who are no longer won over by card-based loyalty programmes </li></ul></ul><ul><ul><li>who no longer keep quiet unless spoken to </li></ul></ul><ul><ul><li>who often have more Internet expertise than companies </li></ul></ul><ul><ul><li>who want to be acknowledged and listened to </li></ul></ul><ul><ul><li>who have ways of making sure that they are acknowledged and listened to </li></ul></ul><ul><li>, </li></ul>
  13. 13. Consumer as media
  14. 15. Customers no longer want dialogue with a brand or a website; they want dialogue with a real person. Your brand no longer belongs to you. Your brand is what people are saying and not you say it is. -
  15. 16. Your brand’s welcome page is now the Google search page. And bad buzz can be referenced ahead of your brand!
  16. 17. Allow your customers and your employees to express themselves on your website. Uh - oh…! Let them express themselves! Tom SMITH nous a aidé à conclure 10 contrats au cours du trimestre passé – moi je dis : on lui accorde une augmentation et un bureau avec plus de standing ! Je veux bien, Henry, mais cela va être un peu difficile – Tom n’est pas un de nos salariés, c’est un client.
  17. 18. Internet and social media: are no longer options. Internet IS a social medium
  18. 19. Become more addicted than your customers Understand how social networks work by experiencing them from inside, day by day
  19. 20. Commerce is being transformed into e-Commerce Internet is not an add-on … it is taking over.
  20. 21. Social networks e-Commerce
  21. 22. Social networks e-Commerce
  22. 23. Let’s bet on the Web! Join the community
  23. 24. L Social networks invited in by the strategy of FDJ, the French national lottery company A communication strategy with more impact
  24. 25. Totally fresh, amazing new ideas
  25. 27. Google Goggles – les lunettes de GOOGLE
  26. 28. And you get the result a few seconds later: And you get the result a few seconds later: I recommend this book to “all those who no longer look for a job by looking at the small ads, all those who no longer buy a product without looking at the opinions of other consumers, all those who no longer book a trip without looking for the lowest price, etc. etc”.
  27. 29. aa Paying with your IPhone: Square
  29. 32. When you look at a product on a website, Workit displays the prices on competitors’ websites!
  30. 33. When you visit a store, your IPhone tells you in real time what the prices are in competing stores
  31. 34.  thinking
  32. 35. Should you devote 10 years’ work to developing a product completely? Or Should you devote two years to launching a product “ under development”  and ask its users to finalise it?  : a simpler, quicker process more fit for purpose and which fosters customer loyalty  involves a loss of control by companies 
  33. 36. Try out tweet-commerce Video
  34. 39. Really learn about live marketing by going on line to blogs and the websites of certain companies
  35. 40. Zappos amazon iPhone mystarbucksidea 1-800-flowers DellTwitter jetblue
  36. 41. Collective intelligence More heads are better than just one A idea that is shared is an idea that gets better open-coffee, bar-camps, down-up, canteen, webinars…
  37. 42. New jobs: Social Commerce Manager Community Manager Web designer/author iPhone developer Etc. etc.
  38. 43. The five key terms: Real time Conversation Mobility Ubiquity Community
  39. 44. The Internet has changed everything Things will never be the same again
  40. 45. Thank you! Hip ip ip Google : henri kaufman twitter : henrikaufman Facebook : tel : 0607 372822 To be continued