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[HUBOFRUM Sao Paulo] HUBInstitute - Emmanuel Vivier
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HUBFORUM Sao Paulo : http://hubforum.com/saopaulo/ ...

HUBFORUM Sao Paulo : http://hubforum.com/saopaulo/

On June 5th 2014, the HUBFORUM made its first appearance in Sao Paulo. The opportunity to gather 80 brazilian and international experts on the up coming trends and best practices in digital marketing. On the eve of the world cup, fifteen speakers have made an overview of the brazilian digital market and ecosystem.

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[HUBOFRUM Sao Paulo] HUBInstitute - Emmanuel Vivier [HUBOFRUM Sao Paulo] HUBInstitute - Emmanuel Vivier Presentation Transcript

  •      www.hubins*tute.com    ›    Paris  -­‐  Moscow   HUBIns*tute|www.hubins*tute.com       ©HUBIIns*tute.  All  rights  reserved  .     Social  Media  &  Digital  :  3  Trends  for  2014/15  
  • Ex  CEO  &  co  Founder   of  Vanksen  one  of  the   leading  interna*onal  digital   &  social  media  agency     (10  years)   Emmanuel  Vivier   Interna*onal  digital  +  social  media  expert  &  speaker   hZp://www.hubins*tute.com   ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com   2     Have  conceived  &  lead   more  than  350  marke*ng   2.0  campaigns     in  the  past  6  years   Have  assisted  leading   brand  such  as  Nokia,   Chanel,  Guerlain,  L’Oréal,   Givenchy,  Thierry  Mugler,   Disney,  CocaCola,….   Trained  more  than  5.500   execu*ve  &  spoke  at   more  than  400  events   worldwide   Now  CEO  &  cofounder  of     The  HUB  INSTITUTE,     a  digital  «  think  tank  »   - Phone : +33.6.11.62.37.94 - Email : emmanuel.vivier@hubinstitute.com - Twitter : @emmanuelvivier - Site : http://www.emmanuelvivier.com
  • The  HUB  INSTITUTE   A  digital  Think  Tank  :  Consul*ng  +  Training  +  Research  +  Events   www.hubins*tute.com     ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com   3     Research Publication, Reports & Knowledge Base Events Digital Summits & Corporate Events Consulting Strategic Consulting Training + 30 Training Modules _Accelerate your digital leadership Innovative strategies for leading brands & org
  • TREND  #1.     Tools  &  Technology  ARE  NOT  a  Strategy   ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com   4    
  • Social  Media  adop*on  by  consumers     is  s*ll  exploding   ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com   5     1.28  billion  ac*ve  members,  160.5M  UV/m  in  the  US,  55%  from  mobile  (604M)   1.1B  UVisitors/m,  4  billion  viewed  videos/day,  25%  traffic  from  mobile   214  M  ac*ve  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, 60% on mobile 110  millions  blogs,  48  billion  total  posts,  308M  UV/m  (sept  2012),  133  employee   100M  ac*ve  users,  40  million  shared  photos  /day       238M  ac*ve  members,  39.59  M  UV/m  in  the  US,  4,2M  UV/m  in  France   500M  accounts,  125M  ac*ve  members,  26,25  M  users  in  the  US     74  million  ac*ve  members,  2.6  billion  viewed  pages/m,    130M  UV/m  worldwide  (259.000  UV/m  in  France,  25.3M  UV/ m  in  the  US   35M  accounts,  8M  ac*ve  members,  3.5B  checkins  
  • Social  Media  adop*on  by  consumers  is  booming   But  some  plamorms  are  cleary  leading   ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com   6     1280 1100 300 289 241 200 169 74 45 0 200 400 600 800 1000 1200 1400 Facebook YouTube Google+ LinkedIn Twitter Tumblr Instagram Pinterest Foursquare Nombred’utilisateursactifs(enmillions)     Number of active users (in millions)
  • Social  is  becoming  more  and  more  mobile   A  lot  of  new  social  networks       4300  M  uses   ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com   7     350M  users   150  M  users   400  M  messages/day  
  • Banners' SMS' ' ' Geolocalize' Marke1ng' Mobile' Site' Mobile'' Apps' 'Push'' no1fica1ons' ' ' Mobile'' Marke1ng' ' ' Digital,  mobile  &  Social:  Numerous  new  tools  &  tac*cs       8     !Chat!&! !call!back! Retarge/ng! Affilia/on! E6commerce! Affilia/on! Website! Banners! Emailing! Newsle=er! SEO/SEM! Marke/ng!1.0! Retail'2.0' RSS,'' Podcasts' &'video4' casts' Desktop' &'online' widgets' Viral' Marke>ng' ' Buzz,' Street' &'Guerilla'' Buzz'' Monitoring' Social'Media' (Facebook,' YouTube,'TwiHer)' Bloggers' Outreach' Blogs,'Wikis' &'online'' communi>es' User' Generated' Content'&'' crowdsourcing' Marke>ng'2.0' ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com  
  • Tools  &  Technologies  are  only  a  mean  to  an  end   hZp://tomfishburne.com/2012/04/going-­‐digital.html     9    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • BIG  Business  think  social  is  about  technology  and  tools   Instead  of  engaging  with  communi*es  via  great  experience  and  content       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   10     Tools,  Technologies  &  Plamorms   are  not  not  a  strategy      ≠  Crea*vity   ≠  Being  a  social  brand  
  • •  UNIQUE  &  BESPOKE   Each  brand  is  unique,  with  a  different  personality   and  therefore  requires  a  specific  approach.  There  is   no  «  1  fits  all  »  magic  solu*on.    Each  need  a   bespoke  strategy  relevant  to  its  DNA  and   objec*ves.   •  REAL  TIME     Consumers  expect  a  high  reac*vity  from  brands   online     •  RESPECT     Consumers  want  to  be  treated  like  humans.  Failure   to  do  so  online  might  end  up  in  a  bad  buzz.     •  VALUE   You  need  to  deserve  consumers  aZen*on  (vs   buying  it  through  media)  by  offering  u*lity,  useful   informa*on  or  entertainment       •  AUTHENTICITY    With  web  2.0  brands  should  avoid  any  major  gap   between  their  promises  and  reality…  It  is  all  about   transparency  in  a  world  where  any  unhappy   customers  can  share  its  trouble  with  the  world.   •  PARTICIPATION   Offer  “oxygen”  to  your  consumers  to  let  them   express  themselves  in  a  real  conversa*on  with  and   around  the  brand    (UGC,  crowdsourcing,..)   But  before,  get  into  the  right  state  of  mind       6  keywords  to  understand  the  spirit  behind  marke*ng  2.0   ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   11    
  • T.O.M.S.T.E.R.  :  The  social  media  marke*ng  method    Methodology  created  by  Emmanuel  Vivier  |  www.emmanuelvivier.com     Target   Who  is/are  your  targeted  groups? Objec*ves   What  are  your  key  objec*ves  ?  (Buzz)   Message   What’s  your  key  message?   Strategy   What’s  your  strategy  /  what  step(s)  of  the  customer  cycle  ?   TouchPoints   What  touchpoints  &  technology    (paid,  own  earn)  do  you  plan  to  use?   Evalua*on   KPIs   What  will  be  your  key  metrics  ?   Resources   What  are  your  available  resources  &  constraints  ?     •  Budget,  Timing,  Skills,  Constraints   ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   12    
  • TREND#2.  DIGITAL/SOCIAL   is  all  about  conceiving  «  contagious  experiences  »   ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   13    
  • AZen*on  is  the  new  real  value   Source  :  Image  from    the  talented  Hugh  MacLeod,  Gapingvoid.com   14    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • «  Carpet  bombing  »  is  less  and  less  efficient   The  age  of  interrup*ve  marke*ng  is  over!   15    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • You  need  to  deserve  people’s  aZen*on     Welcome  to  Permission  Marke*ng   16    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • Digital/social  is  all  about  conceiving  «  contagious  experience  »   Differen*a*ng  +  u*lity  +  interac*vity  +  =  wow  effect,  desire,  aZen*on   Source  :  modèle  créé  par    Emmanuel  Vivier       Countagious   Experience   Source  :  Model  created     by  Emmanuel  Vivier   The  3D  marke*ng    model©   17    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • Brand  Content  :   A  new  trend  really?       18     Launched  in  1955  by…     Created  in  1900  by…     Created  in  1930  (radio)     &  1950  (TV)  by…     ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • Create  exci*ng,  worth  to  be  shared  content,  not  adver*sing   Original  brand  content  :  Volvo  trucks   hZps://www.youtube.com/watch?v=Jf_wKkV5dwQ     ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   19    
  • Create  exci*ng,  worth  to  be  shared  content,  not  adver*sing   Original  brand  content  :  Volvo  trucks   hZp://www.youtube.com/watch?v=M7FIvfx5J10     ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   20    
  • Connect  offline  and  online  with  social   Coca-­‐Cola  in  India  &  Pakistan   hZp://www.youtube.com/watch?v=ts_4vOUDImE     21    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • Create  non  expected  caring  gesture     Coca-­‐Cola  :  share  a  can   hZps://www.youtube.com/watch?v=72fRuE8vmo0     ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com   22    
  • Or  create  brand  u*lity,  but  not  adver*sing   It  is  all  about  engagement       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   23     Nike  have  access  to  the  data  of  5M  users  of  the  NIKE+  app!!!!   Engagement <> User Data
  • Or  create  brand  u*lity,  but  not  adver*sing   Fiat  EcoDrive  :  an  app  to  improve  your  fuel  consump*on   hZp://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm     24    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • From  selling  cars  to  providing  a  bespoke  driving  experience   Fiat  EcoDrive  :  an  app  to  improve  your  fuel  consump*on   hZp://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm     25    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • Brand  U*lity  :  being  useful  is  not  so  complicated   Estée  Lauder  invite  clients  to  store  to  get  a  beZer  Facebook  picture       26    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • It’s  all  about  personalised  interac*ons     Personalise  your  campaigns  &  brand  experiences  for  a  much  bigger  impact   hZp://www.intel.com/museumofme/r/index.htm     ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   27    
  • It’s  all  about  personalised  interac*ons       Personalise  your  campaigns  &  brand  experiences  for  a  much  bigger  impact   hZps://vimeo.com/52881274       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   28    
  • TREND  #3.  BIG  DATA   Hype  or  priority?   ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   29    
  • Web  +  mobile  +  social  media  +  Internet  Of  Things  (IOT)   An  explosion  of  the  volume  of  data       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   30     Digital information X9 in 5 years
  • Web  +  mobile  +  social  media  +  Internet  Of  Things  (IOT)   An  explosion  of  the  volume  of  data       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   31     1.8B photos uploaded & shared/Day! X2 each year Source: KPCB estimates based on publicly disclosed company data, 2014 YTD data per latest as of 5/14.
  • Web  +  mobile  +  social  media  +  Internet  Of  Things  (IOT)   An  explosion  of  the  volume  of  data       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   32     Source : http://consumertechnik.wordpress.com/2013/03/20/why-things-matter/ Internet Of Things (IOT)
  • BIG  DATA     The  3V    :  Volume,  Velocity,  Variety       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   33    
  • BIG  DATA     Is  not  only  a  marke*ng  challenge       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   34     http://www.capdigital.com/strategies/bigdata
  • Big  Data  is  a  big  challenge   And  will  require  huge  investments….         ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   35     1.9Billion $ invested by the NSA and its latest data center
  • Big  Data  is  a  big  challenge   Cloud  compu*ng  &  processing  will  hemp       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   36    
  • Big  Data  is  a  big  challenge   Oracle,  Salesforce,  Adobe  :  the  raise  of  global  Data  Marke*ng  Pla~orms         ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   37         Data marketing platforms Site     Management   &  personaliza*on   Buzz   Monitoring   Media   Targe*ng   &  Buying   Management   Social  Media   Presence   Management   RealTime   360°   Analy*cs   CRM  &   Clients   Database   Adobe IBM Microsoft Oracle Salesforce
  • Big  Data  is  a  big  challenge   What  about  the  consumers  acceptance?           ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   38    
  • Big  Data  is  a  big  challenge   Big  Data  is  nice…  but  check  your  priori*es       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   39     Don’t  forget     Small  Data!       A/B testing SEO/SEA Emailing WebAnalytics
  • How  many  Facebook  fans    do  you  have?     How  many  emails?   Ques*on     Facebook  fans  vs  Email       ©HUBINSTITUTE.  All  rights  reserved.    |      www.HUBIns*tute.com   40    
  • Ex  :  Be  crea*ve  in  Capturing  data  from  your  clients   Exemple  :  Milka  Last  Square   hZp://www.youtube.com/watch?v=H6NWTJyWHqc     ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   41    
  • Are  you  ready  for  «  real*me  »  marke*ng?     Social  CRM    :  E-­‐reputa*on  +  CRM  +  Client  Support  +  Targeted  promo  :  ex  Cisco   hZp://www.youtube.com/watch?v=QUY9fr2ZqU   42    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com  
  • Big  Data  is  a  big  challenge   Quality  >  Quan*ty       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   43     SMART  DATA  >  BIG  DATA     Real  Time  +  Predic*ve   +Measure  +  Targe*ng     =  +ROI  
  • Big  Data  is  a  big  challenge   You  are  entering  a  new  industry       ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com   44     We  are  all  becoming  so~ware   companies.       Say hello to your competition:
  • CONCLUSION  &  QUESTIONS?     Q&A   ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com   45    
  • Social  Media  :  3  Trends  for  2014   Conclusion       3  key  success  factors     Work  in  progress   Priorizing   Transform  or  Die   46    ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com