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2009 Trends Marketing Communication Media Creativity


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2009 Trends Marketing Communication Media Creativity

  1. 1. 2009 TRENDS Marketing, Communication, Media, Creation Crédit photo : Vincent Debanne
  2. 3. Stop running, innovate !
  3. 5. 2.0 strategic planning : ask the experts !
  4. 6. 2.0 strategic planning for a digital world
  5. 7. Orange : together we can do more. Our clients : marketing 2.0 exemple
  6. 8. Casino : a world of diversity Our clients : 2.0 corporations exemple
  7. 9. Idtg : « choose whom you want to travel with » We help brands adopt 2 .0 Our clients : 2.0 communications exemple
  8. 10. Crédit coopératif : the human network Our clients : 2.0 media exemple
  9. 11. Courts circuits : think tank Courts circuits, a 600 professionals think tank
  10. 12. Les apéros du jeudi monthly events Les aperos du jeudi, monthly 400 people events
  11. 13. 7 blogs : innovation, marketing, communication, media, international Le vide poches, 7 blogs (contagious ideas…)
  12. 14. PSST, a weekly newsletter for 60 000 professionals [email_address]
  13. 15. blogs pourquoi tu cours, 8 rue Myrha, 75018 PARIS
  14. 16. Transplant N-6963 Dale i Sunnfjord, Norway
  15. 17. IN PEOPLE’S LIFE 4 major phenomena Self accomplishment Interactive identity The networks The autonomy
  16. 18. <ul><li>Recentring on oneself - The need for doing things - Conscience awakening </li></ul>1st phenomenon Self Accomplishment
  17. 19. I n a time of traditional points of reference collapsing, (family, school, religion, politics, corporate) people are searching for new models. While society is a real mosaic of people, meaning emerges from each and every one of us. The new ethic values are well on their way to integration, everyone finding it’s own way of doing things. The self accomplishment is - self thinking but not self compliance - self projection, in a creative way - being coherent in all life’s aspects The new ethic values are on their way to integration
  18. 20. Recentring on oneself (while connected to the world) Holistic personal equilibrium, quality of life, BEING YOURSEL, diversity, the « me/us » Hiving, major trend in interior design
  19. 21. The need for doing things « Doing things » in order to learn and gain autonomy Actology, DIY guides for doing things
  20. 22. Wall e : ecology and human emotions Awakening conscience Becoming aware of interdependence and life specific needs : towards a responsible and spiritual development
  21. 23. <ul><li>Open Identity - Co constructed Identity - Active Identity - Augmented Identity </li></ul>second phenomenon Interactive Identity
  22. 24. - A new way of relating to ourselves Empowerment : never before have we been so free to choose WHO we want to be, WHAT we want to do, and being able to do it with WHOM we want. - A new relation with Time Instantaneity : we are instantly in the moment, engaged in the present action - A new sense of space Hypermobility = more physical mobility and mental projection The new means of communication enable us to live our life the way we want: from “ consumer 2.0” to active identity
  23. 25. Open Identity Presenting oneself in words and images and opening up conversations (not using an avatar). Seth Godin’s blog : a blog to talk about marketing, respect, and the ways ideas spread
  24. 26. Co-constructed Personal Identity Identity is being edited live, on line, with others t emmanuel vivier personal Facebook page is a space he shares with other people
  25. 27. Active Identity Being able to instantly share what you are doing with the people around you : Activity as a Social Signal Twitter. the micro-blogging that allows you to keep informed all those who wish of your activities.
  26. 28. Augmented Identity The material and immaterial overlap. Reality and virtuality get together, synchronizing and mixing each other. The iPhone gets synchronized with your DEEZER radios anytime you want wherever you want. No need to own music.
  27. 29. <ul><li>People like us - Activation links - Interpersonal links - Influence nodes </li></ul>The 3rd phenomenon The networks
  28. 30. The 3rd phenomenon The network: new sense of proximity and distance Source: semio factory personal proximity+ geographic proximity+ geographic proximity+ CLOSE ONES COUSINS DISTANT ONES STRANGERS
  29. 31. <ul><li>Internet makes relations at a distance possible (the </li></ul><ul><li>most useful and efficient human relationships): </li></ul><ul><li>“ proximity” not related to geographic distance but to </li></ul><ul><li>shared values and meanings </li></ul><ul><li>at a « distance » that allows beyond imagination </li></ul><ul><li>openness, without even having to move and enabling new </li></ul><ul><li>gatherings and relationships models </li></ul><ul><li>Internet is the place for “gratuity” : a new sense of </li></ul><ul><li>service, helping each others. </li></ul>The network: new sense of proximity and distance
  30. 32. People like us A new category of people considered as « close ones ». The group against grren washing on ning is a community of interests at the cross-road between professional and personal boundaries
  31. 33. Activation Networks We can identify people who are useful at a certain moment, by their tags A new application « fav mapper » allows connections between us and people like us using specific interest tags.
  32. 34. Interpersonal Networks People are more or less distant, according to their information exchanges Relations between members of a twitter network, over a few weeks Source:mp6
  33. 35. The Influence nodes It is important to analyze who is at the network junctions and facilitating the information spread The information spreading network of two candidates for the American Presidency Source:mp6
  34. 36. - Shared activity spaces - Action communities - Open access - Geolocalisation - Technological atomation 4th phenomenon Collective automation: <ul><ul><li>Veronika Spierenburg </li></ul></ul>
  35. 37. Each person belongs to several communities but is only engaged in one action at on given moment and place. This is where the notion of action community is coming from: a community engaged in the same action, with the same vision and direction The challenge for these : becoming more autonomous. the 4th phenomenon Groups of people acting as action communities
  36. 38. Shared activity spaces An activity space is a platform where a group or virtual communities sharing common interests or joint activities can access Google open office
  37. 39. Action communities Taking control of our life in a responsible and collaborative manner … American express open forum
  38. 40. Open access Communities organize themselves around the realization means: money, information, people …are essential necessities …that can be shared Wall street journal community
  39. 41. Geolocalization Interaction in the real world facilitated Peuplade, un des premiers sites à favoriser le passage au réel gr âce à la géolocalisation.
  40. 42. <ul><li>Technological automation </li></ul><ul><li>Automating a system to its highest performance level </li></ul>ZIPCAR provides automated sharing