MSPA Istambul (in english)


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Conférence donné au congres du Mystery Shopping Providers Association in Istambul
27 05 10

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MSPA Istambul (in english)

  1. 1. Avec Internet, il faut désormais penser autrement Ⓒ Henri Kaufman 27 05 10 With Internet, we need to start thinking differently
  2. 2. The new functionnalities 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. <ul><li>We live in a permanently changing world </li></ul><ul><li>In 2010, 70% of the Internet content will be generated by internauts and no by the brands : ‘’UGC’’ </li></ul><ul><li>Y Génération think that mails are already ’’has been’’ </li></ul><ul><li>YouTube is now the 2 nd research engine, behind Google </li></ul><ul><li>Facebook is the 3 rd most visited website WW (10 th 3 years ago) </li></ul>
  4. 4. <ul><li>We live in a permanently changing world </li></ul><ul><li>34% of post’s bloggers W W concern products and brands </li></ul><ul><li>35% of books sold by are already read on a Kindle </li></ul><ul><li>66% of US internet connexions by a Smartphone are made through an iPhone </li></ul>
  5. 5. Think differently
  6. 6. Thinking with the right-hand side of your brain
  7. 7. Left : rational, planning, numbers Right : creativity, emotions, dreams
  8. 8. Collective intelligence More heads are better than just one An idea that is shared is an idea that gets better Open-coffee, bar-camps, down-up, canteene, webinaires…
  9. 9. With Internet, we entered in a « Far West » period : space belongs to the first to grab it.
  10. 10. We are now in an era of surfing and constant flow
  11. 12. We are all interconnected
  12. 13. Towards new Customer/ Brand relationships Companies will have to learn to loosen their grip wether they like it or not
  13. 14. New consumers = New behaviour
  14. 15. <ul><li>How to reinvent new relationships with customers </li></ul><ul><ul><li>Who are not longer loyal to the brand in the way they were « before » </li></ul></ul><ul><ul><li>Who are not longer won over by card-based loyalty programs </li></ul></ul><ul><ul><li>Who no longer keep quiet unless spoken to </li></ul></ul><ul><ul><li>Who want to be aknowledged and listened to </li></ul></ul><ul><ul><li>Who have ways of making sure that they are listened to and respected </li></ul></ul><ul><ul><li>Who visit internet before shopping or vice versa </li></ul></ul><ul><ul><li>Who are often more experts than the salesmen </li></ul></ul><ul><li>, </li></ul>
  15. 16. The consumer is now a media
  16. 18. Customer want to be welcomed in his total aspect : his tastes, what he is expecting for, his sensitivity, where he is located in real time…
  17. 19. “ Adaptive marketing” : Greater interaction with consumers and initiatives tailored to the individual, Forrester Research 29 03 10. Marketers will create consumer-focused strategies, while abandoning push marketing. Companies will also seek to create consumer “experiences” instead of campaigns and change their strategies to reach individuals instead of segmented audiences. Marketers will also increasingly use consumer interaction and real-time customer insight.
  18. 20. Customers no longer want dialogue with a brand or a website : they want to 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. Your image is not in your website but on the Google home page -
  19. 22. Internet and social media are no longer options. Internet IS a social medium
  20. 23. Internet : 5 innovative steps 1- communication one to one 2- Web2.0 : communication via Social networking 3- mobile : geoloc, always connected 4- Products turn to Social Products 5- Places turn to Social Places
  21. 24. 1- communication one to one : e-mail 2- Web2.0 : communication via Social networking : Facebook, Twitter, blogs, …
  22. 25. 3- mobile : geoloc, always connected Blackberry, iPhone 4- Products  Social Products : Stickybits, barcodes 5- Places  Social Places Flashcodes, Foursquare..
  23. 26. Totally fresh, amazing New ideas
  24. 27. Products become « social products »
  25. 29. produits Customer can attach a tag to the product via the barcode
  26. 30. produits All users can share their advice about the product
  27. 31. aa
  28. 32. aa Pay your invoices with your iPhone : Square
  29. 33. Google Goggles
  30. 35. A new sport for Customers : compare prices and look after the best offer
  31. 36. When customer surfs on a websitesite, Workit shows the prices of competitors !
  32. 37. During your shopping, your iPhone shows you, in real time, the competitors prices and give the way to go on a map…
  33. 38. Two majors strategies are born : Mixing Commerce and e-Commerce methods Commerce and Social-Commerce work as allies
  34. 39. Retail Off line e-Commerce
  35. 40. Réseaux Sociaux e-Commerce
  36. 43. Really learn about live marketing by going on line to blogs and the websites of certain companies
  37. 44. Zappos amazon iPhone mystarbucksidea 1-800-flowers DellTwitter jetblue
  38. 45. New Jobs Social Commerce manager Community Manager Web designer /author iPhone developer …
  39. 46. Les réseaux sociaux : une enclave du Web ? Non, c’est le Web tout entier Social networks are not a part of the Web They are the web !
  40. 48. Merci ! Hip ip ip Google : henri kaufman twitter : henrikaufman Facebook : tel : 0607 372822 Merci ! Hipipip @henrikaufman Google : Henri Kaufman