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  • http://www.istockphoto.com/stock-photo-15555020-kids-watching-3-d-movies.php
  • http://en.wikipedia.org/wiki/Guinness_World_Records
  • http://www.bmwusa.com/uniquelybmw/bmw_art/films http://www.youtube.com/watch?v=k-cbiYzlHOk http://www.youtube.com/watch?v=dzb89dyynGA
  • In celebration of 10 years of digital innovation, RalphLauren.com presents the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses. Watch as the New York women's flagship at 888 Madison Avenue disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space.
  • http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.html
  • http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.html
  • http://www.istockphoto.com/stock-photo-12925706-business-people-global-communication-concept.php http://www.istockphoto.com/stock-photo-10471220-business-team-communicating-outdoors.php
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  • Image source : http://www.intlbusinessdevelopment.com/2012/08/21/the-importance-of-becoming-a-global-rainmaker/
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  • Surgeon Anthony Atala demonstrates an early-stage experiment that could someday solve the organ-donor problem: a 3D printer that uses living cells to output a transplantable kidney. Using similar technology, Dr. Atala's young patient Luke Massella received an engineered bladder 10 years ago; we meet him onstage.
  • Bonjour, nous allons donc voir dans ce 1 er prework en quoi Internet et les media sociaux représentent réellement un nouvel écosystème et pas seulement un nouveau canal marketing; et en quoi les marques vont devoir repenser leur approche par rapport aux consommateurs pour rester pertinentes.

Transcript

  • 1. Digital, Social & Luxury Helping brands to understand the future of digital & marketing 6 trends to watch in 2013 HUBInstitute|www.hubinstitute.com©HUBIInstitute. All rights reserved . www.hubinstitute.com › Paris, Moscow & New-York
  • 2. •Download these slides Click below to download www.hubinstitute.com/reports©HUB Institute. All rights reserved | www.HUBinstitute.com 34
  • 3. #1 Tools & technologies ARE AMAZING……but they are NOT a strategy
  • 4. Digital : a growing number of possibilities© HUB Institute All rights reserved. | www.HUBinstitute.com 3
  • 5. Sources : nov 2012- april 2013 Social : a growing number of territories Panorama of the latest figures 1.07 billion active members, 150.49M UV/m in the US, 55% from mobile (604M) 800M UV/m (123.6 M UV/m in the US), 4 billion viewed videos/day, 20% traffic from mobile 200 M active members, 36.8M UV/m in the US, 60% from mobile, 10M members in the UK, 5.5 M members in France (+53% in 1year), 175M tweets/day 187M active members, 39.59 M UV/m in the US, 4M UV/m in France 500M accounts, 135M active members, 625.000 new users/day 100M active users, 26.27 M UV/m in the US, 40 million shared photos /day, 1.9 billion viewed pages/m, 104M UV/m worldwide (259.000 UV/m in France, 25.3M UV/m in the US), 8500 likes/second & 1000 comments/second 100 millions blogs, 39.5 billion total posts, 17.7 billion viewed pages/month, 27.8M UV/m (sept 2012), 133 employee 48.7 millions members, 1.9 billion viewed pages/m, 104M UV/m worldwide (259.000 UV/m in France, 25.3M UV/m in the US 25M accounts, 8M active members©HUBInstitute. All rights reserved. | www.HUBInstitute.com 4
  • 6. Social is not going to go away 1/7th of the world population is on Facebook!©EmmanuelVivier. All rights reserved. | www.emmanuelvivier.com 5
  • 7. Keep an eye on Tumblr… Blogging is back…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 6
  • 8. Source : March 2013 Keep an eye on Tumblr… Blogging is back…1 0 0 ,0 0 0,0 0 0 Blogs©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 7
  • 9. Keep an eye on Tumblr… Many fashion & luxury brands are on Tumblr http://burberry.tumblr.com©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 8
  • 10. Source : Juillet 2012 : http://blog.instagram.com/post/28067043504/the-instagram-community-hits-80-million-users Instagram Photo addiction anyone? 100 Millions users (VS 6M 24 months ago!)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 9
  • 11. http://line.naver.jp/en/ Pinterest… get ready to pin the web One of the new platform to watch… More info Design, decoration, Shopping, Fashion,… 83% of members are women in the US (but only 44% in the UK) 48.7 M users worldwide©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 10
  • 12. Source : Feb 2013 http://www.reuters.com/article/2013/02/21/net-us-funding-pinterest-idUSBRE91K01R20130221 Have you heard about… Line? 100M members worldwide (40M in Japan)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 11
  • 13. http://www.youtube.com/watch?v=TPE6D7xjKXo What will happen when everything get connected Ex : Connect your plants with Parrot Flower Power A wireless Bluetooth low-energy sensor for your plants that will inform you of their needs thanks to a dedicated application.©HUBInstitute. All rights reserved. | www.HUBInstitute.com 12
  • 14. http://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded The Connected TV©HUBInstitute. All rights reserved. | www.HUBInstitute.com 13
  • 15. http://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded The Connected TV Or Connected Audience watching TV (thanks to a 2nd screen)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 14
  • 16. http://www.youtube.com/watch?v=WValEsWR3R0 Connected furniture, object et smart appliances Ex : Connected Cars©HUBInstitute. All rights reserved. | www.HUBInstitute.com 15
  • 17. http://www.youtube.com/watch?v=9c6W4CCU9M4 Get ready for many other connected devices And… Connected… people… Google Glasses The Pros The Cons©HUBInstitute. All rights reserved. | www.HUBInstitute.com 16
  • 18. http://tomfishburne.com/2012/04/going-digital.html But tools are NOT a strategy!©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 17
  • 19. But tools are NOT a strategy! Tools & Technologies are important but not enough ≠ Creativity ≠ Being a Social brand©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 18
  • 20. But tools are NOT a strategy! Focus on the House, not the Hammer!©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 19
  • 21. #2 CONTENT IS QUEEN Is your message REALLY that interesting?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 20
  • 22. Source : Image from the talented Hugh MacLeod, Gapingvoid.com Attention is the new challenge©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 21
  • 23. « Carpet Bombing » won’t work anymore Interruptive marketing is over©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 22 
  • 24. You need to deserve people’s attention It’s all about Permission Marketing©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 23 
  • 25. http://en.wikipedia.org/wiki/Guinness_World_Records + http://bit.ly/emOEEM  + http://bit.ly/hTbcgp  Become the media instead of buying it « brand content » is nothing new! Créé en 1955 par…  Créé en 1900 par…  Créé en 1930 (radio)  et 1950 (TV) par… ©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 24 
  • 26. http://www.bmwusa.com/uniquelybmw/bmw_art/films  Become the media instead of buying it BMW was one of the first to rediscover the power of « branded content » online More than 100 M viewed videos©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 25 
  • 27. http://www.youtube.com/watch?v=yrC6qkDI7Sw Become the media instead of buying it L.A.dy Dior The Film - Starring Marion Cotillard©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 26 
  • 28. http://www.youtube.com/watch?v=K7uVgXmp2mM&feature=relmfu Become the media instead of buying it Lady Dior - Starring Marion Cotillard Lady Dior - Lady Rouge Lady Dior - Lady Noire Affair Lady Blue Shanghai©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 27 
  • 29. http://www.nowness.com/ Curation via a selection of “taste makers” NOWNESS blog (& Twitter @nowness) by LVMH Moët Hennessy Louis Vuitton NOWNESS  previews the  latest in fashion,  art, cinema,  entertainment,  culture, music,  gastronomy,  design, travel,  and the world of  luxury.©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 28 
  • 30. http://www.nowness.com/ Curation via a selection of “taste makers” NOWNESS blog (& Twitter @nowness) by LVMH Moët Hennessy Louis Vuitton At NOWNESS we aim to  bring together the  brightest minds in  contemporary culture.  Learn more about our  contributors, and  discover which stories  they have LOVED©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 29 
  • 31. http://chanel-news.chanel.com/en/ Become the media instead of buying it Start a brand blog : ex Chanel News©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 30 
  • 32. http://www.dior.com/magazine/en_gb  Become the media instead of buying it Start a brand mag : Dior Mag©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 31 
  • 33. http://www.youtube.com/watch?v=4JyG5rJM6VA  Even luxury can experiment with viral… Viral requires Disruptive Cognition©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 32 
  • 34. http://www.youtube.com/watch?v=jps3j_o4d0U  Even luxury can experiment with viral… Louis Vuitton Love video by James Lima = #fail ©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 33 
  • 35. #3 BUT ENGAGEMENT IS KINGIt’s all about creating « CONTAGIOUS EXPERIENCES »
  • 36. Source : Emmanuel Vivier   Engagement is about conceiving « contagious experiences » Differentiating + utility + interactivity = wow effect, desire, attention The 3D marketing  model© Countagious Experience Source : Model created  by Emmanuel Vivier©EmmanuelVivier. All rights reserved.  |   www.emmanuelvivier.com 35 
  • 37. http://www.ladepeche.fr/article/2009/09/04/665538-Des-coquelicots-tapissent-la-place.html - France (Toulouse) Guerilla marketing : surprise your audience Ex Kenzo Flowers stunt in cities : Art or Advertising ?©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 36 
  • 38. http://www.youtube.com/watch?v=c3n8j2uWA8o Use your building/shop as a media The Official Ralph Lauren 4D Experience - New York©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 37 
  • 39. http://www.ladepeche.fr/article/2009/09/04/665538-Des-coquelicots-tapissent-la-place.html - France (Toulouse) Rethinking your Point of Sales  Burberry & Retail 2.0©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 38 
  • 40. http://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related l It’s all about providing a bespoke & unique experience Nike+ : from selling shoes to personal coaching (brand utility) 5,1 Millions users! On your PC©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 39 
  • 41. http://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related l It’s all about providing a bespoke & unique experience Nike+ : from selling shoes to personal coaching (brand utility) On your PC©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 40 
  • 42.  Source : ingmar de lange Reality Check Just make REALLY sure your brand utility is useful!©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 41 
  • 43.  Source : Tom Fish Burne.com Reality Check Just make REALLY sure your brand utility is useful!©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 42 
  • 44. #4 DON’T UNDERSTIMATE THE NEW OPINION LEADERS Influentials on blogs, Twitter, YouTube,…©Emmanuel Vivier. All rights reserved.  |   www.emmanuelvivier.com 43 
  • 45. Who is this girl?© HUB Institute All rights reserved. | www.HUBinstitute.com 44
  • 46. http://www.youtube.com/user/MichellePhan Answer Michelle Phan, one of the world beauty blogger© HUB Institute All rights reserved. | www.HUBinstitute.com 45
  • 47. Online opinion leaders & bloggers : what impact? Ex : Michelle Phan vs L’Oréal on YouTube Number of brands 7 1 # of YouTube Channels 81 1 Number of views 100 M 687 M Nbr. of videos 4500 450 Av # of views/video 15 K 1M L’Oréal reach/video = 100X less than Michelle!© HUB Institute All rights reserved. | www.HUBinstitute.com 46
  • 48. Chanel CocoMademoiselle : 1st luxury bloggers campaign in 2007 Campaign with 200 blogs worldwide (via BuzzParadise) Site www.buzzparadise.com©EmmanuelVivier. All rights reserved. | www.emmanuelvivier.com 47
  • 49. Chanel CocoMademoiselle : 1st luxury bloggers campaign in 2007 VIP Paris Event for 15 top bloggers Numerous PR coverage (read)©EmmanuelVivier. All rights reserved. | www.emmanuelvivier.com 48
  • 50. http://klout.com/emmanuelvivier Influentials on Twitter Klout ranks influential Twitter users©EmmanuelVivier. All rights reserved. | www.emmanuelvivier.com 49
  • 51. #5 dIgital = disruptionGet ready for more challenges
  • 52. From 1900 to 1950… Transatlantic passenger service was a very competitive business©HUBInstitute. All rights reserved. | www.HUBInstitute.com 51
  • 53. Until one day of June 1939 (the 28th) Boeing 314 first passengers transtlantic flight (W. DC <> Marseille)©HUBInstitute. All rights reserved. | www.HUBInstitute.com 52
  • 54. The question that YOU should ALL ask yourselves? Who will be your Boeing 314? Hint : you might not even realize it’s presently competiting with you…©HUBInstitute. All rights reserved. | www.HUBInstitute.com 53
  • 55. Remember Blackberry? Miss one key trend (Mobile Apps)… and you may pay a tough price This is what Blackberry (Research In Motion) Stock looks like from 2008 to 2012©HUBInstitute. All rights reserved. | www.HUBInstitute.com 54
  • 56. https://www.uber.com/ Internet is disrupting « business models » UBER or the revolution of the Taxis Industry Results : After 18 months, 34% growth/month, +2 cities/month©HUBInstitute. All rights reserved. | www.HUBInstitute.com 55
  • 57. https://www.uber.com/ Internet is disrupting « business models » UBER or the revolution of the Taxis Industry An iPhone App that rethink the customer experience©HUBInstitute. All rights reserved. | www.HUBInstitute.com 56
  • 58. https://www.uber.com/ Internet is disrupting « business models » UBER or the revolution of the Taxis Industry Instant invoice by email Drivers are ranked by users©HUBInstitute. All rights reserved. | www.HUBInstitute.com 57
  • 59. https://www.airbnb.fr/ Internet is disrupting « business models » AirBnB is changing the Hospitality Business… Résultats : launched in 2008, 10 Millions nights booked, 250.000 offers! More than 7000 flats in Paris AirBnB receive a 6 to 12% commission on every transaction©HUBInstitute. All rights reserved. | www.HUBInstitute.com 58
  • 60. Internet is disrupting « business models » Ex of crowdfunded product on Kickstarter.com©HUBInstitute. All rights reserved. | www.HUBInstitute.com 59
  • 61. http://www.kickstarter.com/year/2012 Internet is disrupting « business models » Ex : People buy products that don’t even exist yet!Crowdfunding : Kickstarter (3 years old) is the worlds largestfunding platform for creative projects. In 2012 2,2 Millions people in 177 Countries pledged a total of $319,7 millions and successfully funded 18,109 projects (274,3M collected) 17 projects raised $1 million+ in 2012©HUBInstitute. All rights reserved. | www.HUBInstitute.com 60
  • 62. http://www.kickstarter.com/year/2012#sundance Internet is disrupting « business models » Ex of crowdfunded product on Kickstarter.com©HUBInstitute. All rights reserved. | www.HUBInstitute.com 61
  • 63. Internet is disrupting « business models » Blockbuster (3.000 stores in the US) filed for bankruptcy in US in 2010©HUBInstitute. All rights reserved. | www.HUBInstitute.com 62
  • 64. eCommerce is challenging Retail UK Camera Retailer Jessops Faces Bankruptcy (187 shops)©HUBInstitute. All rights reserved. | www.HUBInstitute.com 63
  • 65. But this is nothing compared to what’s nextQuestion Do you believe in … Teleportation ?
  • 66. A new revolution emerges …Imagine … What would happen if Brands could teleport their products directly to the customers ?
  • 67. A new revolution emerges … Teleport an item, a product ? Well… it’s already possible thanks to … 3D Printing©HUB Institute. All rights reserved | www.HUBinstitute.com 66
  • 68. http://www.youtube.com/watch?v=hPNxm5sWJIk A new revolution emerges … 3D Printing = Print an item from a digital file©HUB Institute. All rights reserved | www.HUBinstitute.com 67
  • 69. http://www.youtube.com/watch?v=IS4Xw8f9LCc A new revolution emerges … Decoration, jewelry, fashion, ... applications are countless©HUB Institute. All rights reserved | www.HUBinstitute.com 68
  • 70. http://www.youtube.com/watch?v=IS4Xw8f9LCc A new revolution emerges … Print your bespoke tailored underwear …©HUB Institute. All rights reserved | www.HUBinstitute.com 69
  • 71. http://www.youtube.com/watch?feature=player_embedded&v=BUUNt_N48EQ A new revolution not only for « cheap products » 3D printed Designers dresses at the last Fashion Week in Paris©HUB Institute. All rights reserved | www.HUBinstitute.com 70
  • 72. http://www.theverge.com/2013/3/7/4077638/dita-von-teese-3d-printed-articulating-dress-shapeways-swarovski A new revolution not only for « cheap products » First fully articulated 3D printed dress for Dita Von Teese©HUB Institute. All rights reserved | www.HUBinstitute.com 71
  • 73. http://www.makerbot.com/ 3D Printing Technology now easily available Makerbot : 3D Printer from $ 2,199 U.S.©HUB Institute. All rights reserved | www.HUBinstitute.com 72
  • 74. A new revolution emerges … Teleport an item, a product ? 3D Printing = Digitalize the material from Atoms to Octets©HUB Institute. All rights reserved | www.HUBinstitute.com 73
  • 75. A designer can get a worldwide delivery overnight and become an international brand in a few days ... Deliver a product = deliver a file©HUB Institute. All rights reserved | www.HUBinstitute.com 74
  • 76. Imagine if customers could copy your products … instantly and globally ? Fighting a lost battle : Pyramid against network©HUB Institute. All rights reserved | www.HUBinstitute.com 75
  • 77. Even U.S. President Barack Obama … … mentioned 3D Printing in the State of the Union Address “The 3D printing that has the potential to revolutionize the way we make almost everything”©HUB Institute. All rights reserved | www.HUBinstitute.com 76
  • 78. 3D Printing explosion ?A large-scale revolution ? It sounds crazy ? Yet, this is only the beginning … Download our report
  • 79. http://www.ted.com/talks/anthony_atala_printing_a_human_kidney.html , 10:30 to 14:38 How would you print … … a human organ ?©HUB Institute. All rights reserved | www.HUBinstitute.com 78
  • 80. Bio Printing comes … All cyborgs ? Unlimited #Grafts #Ethics #Doping #Everlasting life©HUB Institute. All rights reserved | www.HUBinstitute.com 79
  • 81. #6 The future of social is…CRM
  • 82. Is your brand suffering from Alzheimer? So why are your repeating the same message over and over©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 81
  • 83. http://vimeo.com/20777645 & http://flipboard.com & http://www.youtube.com/watch?v=v2vpvEDS00o&feature=player_embedded One unique message for all is over > Social CRM Flipboard (or Zite) = your realtime & social live updated newspaper©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 82
  • 84. http://www.youtube.com/watch?v=QUY9fr2ttqU Are you ready for « realtime » marketing? E-reputation + CRM + live client support + promotion : ex Cisco©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 83
  • 85. Conclusion & questions?Q&A
  • 86. If you want to stay up to date…11 sites to read! • Best practices & social media • Innovation – Slideshare.net (the Youtube of – Wired.com Powerpoint) – Fastcompany.com – Mashable.com – Mondaynote.com – econsultancy.com – HUBInstitute.com • Marketing & social Trends – PSFK.com – Ted.com (best world conference) – 180360720.no – whatconsumesme.com – trendwatching.com©EmmanuelVivier. All rights reserved. | www.emmanuelvivier.com 85
  • 87. •Download these slides Click below to download www.hubinstitute.com/reports©HUB Institute. All rights reserved | www.HUBinstitute.com 34
  • 88. Thank you for your Helping brands to understand attention the future of digital & marketing Vincent Ducrey CEO & Founder Contacts : +33.6.11.62.37.94 Vincent.ducrey@hubintitute.com http://www.hubinstitute.com Emmanuel Vivier COO & Founder Contacts : +33.6.11.62.37.94 emmanuel.vivier@hubinstitute.com http://www.hubinstitute.com Feel free to contact us HUBInstitute|www.hubinstitute.com©HUBIInstitute. All rights reserved . www.hubinstitute.com › Paris, Moscow & New-York