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

1. Avec Internet, il faut désormais penser autrement Ⓒ Henri Kaufman 27 05 10 With Internet, we need to start thinking differently

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

5. Think differently

6. Thinking with the right-hand side of your brain

7. Left : rational, planning, numbers Right : creativity, emotions, dreams

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. With Internet, we entered in a « Far West » period : space belongs to the first to grab it.

10. We are now in an era of surfing and constant flow

12. We are all interconnected

13. Towards new Customer/ Brand relationships Companies will have to learn to loosen their grip wether they like it or not

14. New consumers = New behaviour

16. The consumer is now a media

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…

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.

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 -

22. Internet and social media are no longer options. Internet IS a social medium

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

24. 1- communication one to one : e-mail 2- Web2.0 : communication via Social networking : Facebook, Twitter, blogs, …

25. 3- mobile : geoloc, always connected Blackberry, iPhone 4- Products  Social Products : Stickybits, barcodes 5- Places  Social Places Flashcodes, Foursquare..

26. Totally fresh, amazing New ideas

27. Products become « social products »

29. produits Customer can attach a tag to the product via the barcode

30. produits All users can share their advice about the product

31. aa

32. aa Pay your invoices with your iPhone : Square

33. Google Goggles

35. A new sport for Customers : compare prices and look after the best offer

36. When customer surfs on a websitesite, Workit shows the prices of competitors !

37. During your shopping, your iPhone shows you, in real time, the competitors prices and give the way to go on a map…

38. Two majors strategies are born : Mixing Commerce and e-Commerce methods Commerce and Social-Commerce work as allies

39. Retail Off line e-Commerce

40. Réseaux Sociaux e-Commerce

43. Really learn about live marketing by going on line to blogs and the websites of certain companies

44. Zappos amazon iPhone mystarbucksidea 1-800-flowers DellTwitter jetblue

45. New Jobs Social Commerce manager Community Manager Web designer /author iPhone developer …

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 !

48. Merci ! Hip ip ip Google : henri kaufman twitter : henrikaufman Facebook : minurl.fr/bmr tel : 0607 372822 Merci ! Hipipip @henrikaufman Google : Henri Kaufman