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Shape and shake

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Shape & Shake, 6 Trends 2011/2012 Jérémy Coxet CEO Vanksen Luxembourg/Suisse

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Shape and shake

  1. 1. Marketing et interactivité : Shape & Shake, 6 Trends 2011/2012 Jérémy Coxet CEO Vanksen Luxembourg/Suissekikk 2011 24+25 nov. 2011 1international digital festival namur (be)
  2. 2. Agenda 2 2
  3. 3. contents01. The challenges of #realtime02. #Splinternet : too manu apps, smartphones and tablets ?03. #Social Media Fatigue, avoid saturation & social spam !04. #E-reputation, listen and react !05. Brand content & utility : create attention !06. Take the longview ! Discover the P.L.E.A.S.E framework 3
  4. 4. 1. The challenges of real time 4 4
  5. 5. The challenges of real timeATAWADAC Anytime Anywhere Any Device Any Content 55
  6. 6. The challenges of real timeATAWADAC : Anytime, Anywhere, Any Device, Any Content 66
  7. 7. The challenges of real timeBrands who will know how to surf will get the upsideCreate SurfReal time Real timeInteraction Interest 77
  8. 8. The challenges of real time Europe http://www.youtube.com/watch?v=4ba1BqJ4S2MTippex - A Bear and Hunter NSFWReal time simulation45 pre-recorded videos of man-bear interactions 88
  9. 9. The challenges of real time Europe http://www.youtube.com/watch?v=JhIU4rmlF5AA Bear and Hunter NSFW 99
  10. 10. The challenges of real time United StatesOpération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUYOld Spice, response campaignTalk-backOld Spice gets +30% sales by responding to its Superbowl ad fans (in video)Low latencyBe quick on your feet, even with your ad, it’s worth it ! 10 10
  11. 11. The challenges of real time United StatesOne shot op. http://www.youtube.com/watch?v=S0Ei6WQkjUYOld Spice, response campaign 1111
  12. 12. The challenges of real time France - GlobalOpération cloturée http://www.youtube.com/watch?v=_fdIzYdb9MIFrance 24’s take on real time TVFully searchableVideo news subbed, indexed and tagged in real timeOn specNavigate tailor-fit news depending on your location and interests 1212
  13. 13. The challenges of real time France - GlobalOpération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUYFrance 24’s take on real time TV 1313
  14. 14. 2. #Splinternet : a land of many 14 14
  15. 15. Endless mutliplication of channels Source the mobile world 2010More media, mobile, everywhere, anytime media The mobiles they are a growing ! 1515
  16. 16. Endless mutliplication of channels Source : Mary Meeker, Morgan StanleyMore media, mobile, fastest growingMobile growing Faster than desktop access 16 16
  17. 17. Endless mutliplication of channels http://www.vouchercloud.com/ Witness the mobile revolution Products carry more information than you would expectSnap Tell App- Snap Tell App- App analyzes and recognises photo Red LaserTake a photo of a product.. - Generates price comparison and review links Barcode scanning app 1717
  18. 18. Endless mutliplication of channels http://foursquare.com/Witness the mobile revolution : geolocalisation 18 18
  19. 19. Endless mutliplication of channelsNovelty devices, novelty media, boundless offersMore media than ever struggling for your attention On demand Software New retail Snack -sized movie hub experience entertainment & Iad time Portable Game Voice E-reader music console and pda 19 19
  20. 20. Endless mutliplication of channels http://aaplinvestors.net/And everything tends to go faster Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod 20 20
  21. 21. Endless mutliplication of channels 11/01/2011 Sources : faberNovel, tarifMedia, SRégieAnd everything tends to go faster iPad Sales (France, UK, Italie, april -dec 2010) 900 000 805 000 800 000 700 000 585 000 600 000 500 000 370 000 400 000 300 000 200 000 100 000 0 France United Kingdom Royaume-Uni Italy Italie • 2011 = 28 M units sold worldwide • 60% of iPad users are using it 2 hours a day on average 21 21
  22. 22. Endless mutliplication of channels http://www.youtube.com/watch?v=jjSaS-3EHWUEven old school prints are turning into mobile media ! 22 22
  23. 23. Endless mutliplication of channels France http://www.youtube.com/watch?v=jjSaS-3EHWUEven old school prints are turning into mobile media ! 23 23
  24. 24. Endless mutliplication of channels Source : sharesPost IncSocial gaming is mushrooming Created in June 2009, 83Millions active users! > 5,51 M$ 5,16 M$ 24 24
  25. 25. Endless mutliplication of channelsThe web squared : we can mark anything with meta content 25 25
  26. 26. 3. Social media fatigue : avoid spam and saturation 26 26
  27. 27. (Social) media fatigue http://www.pearltrees.com/#/N-play=1&N-u=1_8104&N-fa=89788&N- s=1_2272747&N-f=1_89788&N-p=16462660Can you take the heat ? 152 million – The number of blogs on the Internet (as tracked by BlogPulse). 25 billion – Number of sent tweets on Twitter in 2010 100 million – New accounts added on Twitter in 2010 175 million – People on Twitter as of September 2010 600 million – People on Facebook at the end of 2010. 250 million – New people on Facebook in 2010. 30 billion – Pieces of content (links, notes, photos, etc.) shared on Facebook per month. 20 million – The number of Facebook apps installed each day. 27 27
  28. 28. (Social) media fatigue http://techcrunch.com/2010/08/04/schmidt-data/Big data due to U.G.C “Every two days now we create as much information as we did from the dawn of civilization up until 2003 (five exabytes of data) .” Eric Schmidt 28 28
  29. 29. (Social) media fatigue http://techcrunch.com/2010/08/04/schmidt-data/Datadeluge ? 29 29
  30. 30. Social media fatigue http://aaplinvestors.net/From funnel to journeyTired : path to purchase TV, Pri Instore CRM nt Salesman Front / Display Literature Display Options POP/POS Potential Prospect Prospect Customer Member customer Awareness Consideration Selection Purchase Loyalty 30 30
  31. 31. Social media fatigue Open Brand by Kelly MooneyFrom funnel to journeyWired : decision journey 31 31
  32. 32. Social media fatigueWho’s paying attention ? 32 32
  33. 33. Social media fatigue http://www.youtube.com/watch?v=VO6XEQIsCoMOver choice death by over choice 33 33
  34. 34. Social media fatigueA challenging world for marketers Mass media is vanishing, traditional marketing Real time is losing reach, engagement & transparency control  Media clutter is exploding  Choice is overhelming  Audience is fragmented  Audience is skipping advertising & timeshifting  Trust in advertising is sinking Social media is on the raise, consumer is back in control  People can create and forward content like never before  Social media & word of mouth are visible (in search engines), credible, real time & long lasting It is high time you changed your marketing habits! 34 34
  35. 35. 4. Listening to your e-reputation is not enoughFrom buzz monitoring to community management & social CRM 35 35
  36. 36. Learn to regain control > ListenBuzz monitoring : learn to survey conversationsConversations? 36 36
  37. 37. Learn to regain control > ListenBuzz monitoring : learn to survey conversationsConversations?Conversations? 37 37
  38. 38. Learn to regain control > ListenBuzz monitoring : learn to survey conversationsConversations? 38 38
  39. 39. Learn to regain control > ListenI heard it through the grapevine !Conversations? Conversations = Participants + Objects + Locations + Activities + Polarities (Is it good or bad ?) + Intensity + Frequency 39 39
  40. 40. Learn to regain control > ListenThe what, who, when and how of e-reputation monitoringThere’s no official ranking and mapping 40 40
  41. 41. Learn to regain control > ListenThe what, who, when and how of e-reputation monitoringThere’s no secret control room 41 41
  42. 42. Learn to regain control > ListenWhere should you start from ?Social media is plentisome 42 42
  43. 43. Learn to regain control > ListenStart here ! Think of Google as the next best thing to a prime time online spot 43 43
  44. 44. Learn to regain control > ListenManage the most influential crossroad for your ereputation A typical Google “bad buzz” 44 44
  45. 45. Learn to regain control > ListenManage the most influential crossroad for your ereputation Do not forget to check sponsored links …often used by counterfeiters 45 45
  46. 46. Learn to regain control > ListenSocial media conversation does not register in full on search engines HSBC vs. Students (Facebook) 46 46
  47. 47. Learn to regain control > ListenDomain names as key assets to monitor Microsoft has a 56% typo-squating rate Check your typosquatting stats on http://typosquat24.com 47 47
  48. 48. Learn to regain control > Listen http://www.koleos.tvDomain names as key assets to monitor Do not forget to check google sponsored links 48 48
  49. 49. Learn to regain control > ListenDomain names as key assets to monitor 49 49
  50. 50. Learn to regain control > ListenI heard it through the grapevine ! The many tools of reputation monitoring Free twitter search Paid http://www.vanksen.fr/watch 50 50
  51. 51. http://www.vanksen.fr/watchPaid tool : more sophisticatedListen to the whole visible Internet ! - 3 millions de sources monitorées (Blogs, Forums, Sites d’informations, Twitter, Facebook ) - 7 langues analysées Ex : la solution 51 51
  52. 52. http://www.vanksen.fr/watchLes outils payants : des solutions plus sophistiquéesMesure : Un reporting plus souple Plus de souplesse sur la fréquence de reporting et les alertes 52 52
  53. 53. Les outils payants : des solutions plus sophistiquéesAnalyse : Des indicateurs plus précis et plus flexibles Définissez avec vos équipes les indices que vous souhaitez suivre. Optez pour des indices simples ou définissez le votre. Mettez en relation vos actions menées et les résultats obtenus, jaugez de leur impact et adapter votre stratégie de réaction. Comment Pc Pb Inf Sites Billets n Nc Pc : Polarité commentaire Article ou commentaire positif : +1 Pb : Polarité billet Article ou commentaire négatif : -1 Nc : Nombre de commentaires Article commentaire neutre : 0 Inf : indice d’influence du site n : pondération des commentaires / billets = 4 53 53
  54. 54. Learn to regain control > ListenBuzzMonitoring : Start up using simple toolsNetvibes as a monitoring dashboard Technorati Search Twitter Wikipedia Netvibes.com Google News BlogPulse Google Blogs Flickr Youtube, Dailymotion Facebook To do list - Find rss feed on blogs & sites - Add a RSS feed - Make a search in google news - Share a Netvibes tab with a colleague - Create a RSS feed from a Technorati Search 54 54
  55. 55. Learn to regain control > Listen…you heard so what are you going to do about it ? measure Listen React Engage/Talk Master your e-reputation 55 55
  56. 56. Learn to regain control > Listen…you heard so what are you going to do about it ?Listen but also engage and take part to the social conversation going on Correct errors Answer questions Reward positive buzz misrepresentations Lead Act up before conversations to the crisis Create a their proper gets conversation platforms bigger 56 56
  57. 57. 5. Brand content and brand utility : earn attention! 57 57
  58. 58. Brand Content & Brand Utility Source : Media Dynamics USA 2010Less Attention 125 In 1965 in the United States 80% of the To achieve an 18-49 year age group were reached with equivalent only penetration, it takes… 3 prime time commercials X40 58 58
  59. 59. Brand Contect & Brand Utility http://blog.marketing-soc.org.uk/2010/04/a-decade-of-digital-10-things-for- 2010/Spam is out “Marketing in the future is like sex. Only the losers will have to pay for it. ” 59 59
  60. 60. Brand content and brand utility : earn attention!Internet is not the lair of interruptive marketing 60 60
  61. 61. Brand content and brand utility : earn attention!Learn to earn your audience’s attention : desire + utilityWeb = permission marketing 61 61
  62. 62. Brand content and brand utility : earn attention!Take your marketing to the 3D Level Expérience contagieuse 62 62
  63. 63. Brand content and brand utility : earn attention! http://www.bmwusa.com/uniquelybmw/bmw_art/films lBMW Be entertaining One of the early hits of brand contentMore than 100M views 63 63
  64. 64. Brand content and brand utility : earn attention!Burger King playing the advertainment game right 64 64
  65. 65. Brand content and brand utility : earn attention! USABurger King playing the advertainment game right $3.99 with the purchase of a menu Million of hours 40% of exposition to the of profit growth year brand Over year 3.2m Games sold 65 65
  66. 66. Brand content and brand utility : earn attention! United StatesDecember 2010 http://www.youtube.com/watch?v=kLidO5Mrk8o&feature=player_embeddedSaks , Fifth Avenue, 3D projection-mapping 66 66
  67. 67. Brand content and brand utility : earn attention! http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm lFiat Eco Drive 67 67
  68. 68. Brand content and brand utility : earn attention! Source : ingmar de langeDon’t use demographics when you think about a brand utility.Use an activityIt’s not about who your consumers are. it’s about what they do. Running Nike Nike+ Driving Fiat Ecodrive Entertaining Zynga Farmville Eating Domino’s Pizza Domino’s Pizza tracker 68 68
  69. 69. Brand content and brand utility : earn attention! Source : ingmar de lange + original model: rossiter & percyThere need to be a fit between your utility and your brand. Frustration Aspiration Brand can make Brands can inspire things simpler high involvement Assurance Sports Nationwide Mobile Nike+ Irritation Fun Brands can make Brands make low involvement things easier things more fun Toilet paper Beer Charmin Sit or Squad Wieckse Sun Radar negative motivation positive motivation 69 69
  70. 70. 6. From social media tactics to strategy 70 70
  71. 71. From tactics to strategyAn opportunity for new marketing approaches Interactive Buzz shopping Monitoring Window Buzz, Social Media Street (Facebook, YouTube, Twitter) & Guerilla PR2.0 Advergame Sponsored Viral Bloggers posts Personalised videos Marketing Marketing 2.0 Outreach Video with Video call back Seeding Desktop Blogs, Wikis & online & online widgets communities RSS, User Podcasts Generated Content & & video- crowdsourcing casts 7171
  72. 72. From tactics to strategyFirst off : plan it right ! Tools & technologies are not a strategy ≠ Creativity ≠ Social Media 72 72
  73. 73. From tactics to strategyTools are not a strategy Focus on the house, Not the hammer! 73 73
  74. 74. Learn to regain controlThe mandatory steps for accurate 2.0 marketingVanksen’s P.L.E.A.S.E™ decision model Build a Amplify with IncreaseDefine Get a Measure contagious owned, paid & loyalty &a brief reality check & optimize experience earned media advocacyTOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded - Community management - Web analytics AAARR,- Target - e-reputation monitoring - Brand experience FB, Twitter, videos & blog) - Social CRM, - Brand performances- Objectives - Site & brand audit - Brand content, - Paid Media : - Loyalty & ambassador - NPS : recommendation rate- Message - Performance & analytics - Brand utility Banners, SEO, SEA, emailing,… programs - ROI measurement- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…- kpis to Evaluate, -…- Resources & Constraints 74 74
  75. 75. Learn to regain controlFirst off : plan it right ! Vanksen’s P.L.E.A.S.E™ decision model Build a Amplify with IncreaseDefine Get a Measure contagious owned, paid & loyalty &a brief reality check & optimize experience earned media advocacyTOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded - Community management - Web analytics AAARR,- Target - e-reputation monitoring - Brand experience FB, Twitter, videos & blog) - Social CRM, - Brand performances- Objectives - Site & brand audit - Brand content, - Paid Media : - Loyalty & ambassador - NPS : recommendation rate- Message - Performance & analytics - Brand utility Banners, SEO, SEA, emailing,… programs - ROI measurement- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…- kpis to Evaluate, -…- Resources & Constraints 75 75
  76. 76. T.O.M.S.T.E.R. : Comment créer un brief 2.0T.O.M.S.T.E.R. : 7 questions for a successful strategy Target Définir sa cible et comprendre ses « vrais »usages Objectives Etablir de manière précises les objectifs de sa campagne. Message Quel est le message à communiquer? Strategy Avez-vous une idée/souhait quand à la stratégie à adopter? TouchPoint Quels sont les points de contacts et technologies à utiliser? s Evaluation Quels sont les metrics servant à mesurer le succès de cette action KPIs Quelles sont les ressources (financières, humaines, timing) et les Resources contraintes (politiques, organisationnelles,…) pour ce projet? 76 76
  77. 77. T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Définir clairement et prioriser Target Une grande partie des initiatives en marketing 2.0 sont …des échecs! Objectives Message Cette situation vient souvent d’un Strategy mauvais alignement des objectifs TouchPoint s de l’agence et de l’annonceur… Evaluation KPIs …faute d’une définition précise. Resources 77 77
  78. 78. T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Définir clairement et prioriser Target Objectives Message Faire du Buzz Strategy TouchPoint s ≠ un objectif Evaluation KPIs Resources 78 78
  79. 79. T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Définir clairement et prioriser Un objectif précis est vital pour pouvoir ENSUITE définir la Target stratégie, les technologies & points de contacts pertinents Objectives Augmenter Construire la Mieux Fidéliser, animer l’exposition, la préférence et Faire progresser Message comprendre les & Activer ses notoriété et le améliorer la les ventes attentes clients fans trafic réputation Strategy Qualification du buzz Améliorer le support Activation Recruter des membres / Augmenter la notoriété online client Promotionnelle abonnés / Fans TouchPoint Mesurer ses Augmenter le nb Nombre de citations Hausse de la Fidéliser (social CRM & s performances /concurrence d’exposition à la marque media fréquence/montant community management) Evaluation Comprendre les Augmenter le trafic en Nombre & % d’avis Améliorer la Augmenter le taux de KPIs tendances marché magasin positifs online transformation recommandation Découvrir de nouveaux Accroître l’audience d’un Acquérir de nouveaux CoConcevoir de Resources insights site clients nouveaux produits 79 79
  80. 80. T.O.M.S.T.E.R. : Comment créer un brief 2.0Objectifs : Attention à prioriser et préciser Target • Attention à prioriser La meilleure façon de ne pas atteindre votre objectifs est d’en sélectionner un trop grand nombre Objectives • Soyez clair & précis Message Préciser dans l’étape 6 les indicateurs retenus pour mesurer l’objectif. En effet, un objectif comme « augmenter la notoriété d’une marque» peut se faire et se mesurer de multiples façons (sondage POST Strategy campagne, pige media, nombre de citations sur le web…) TouchPoint s • Astuce Communiquez à votre agence un seul chiffre qui signifierait qu’à la Evaluation fin celle-ci à été un succès. Cela permettra d’assurer un alignement KPIs optimal de vos efforts vers un but déterminé de manière claire et mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres Resources buts secondaires). 80 80
  81. 81. T.O.M.S.T.E.R. : Comment créer un brief 2.0 http://www.charleneli.com/Ressources : un des critères déterminants pour votre stratégie Target “To be successful using social technologies, companies must first prepare and Objectives align internal roles, processes, policies and Message stakeholders with their business objectives. Social business is a profound change that Strategy impacts all departments in the organization.” TouchPoint s Evaluation KPIs Charlene Li - Founder of Altimeter Group Resources - Author of Open Leadership - Coauthor of the Groundswell 81 81
  82. 82. T.O.M.S.T.E.R. : Comment créer un brief 2.0Définir ses contraintes / capacités pour une campagne 2.0 • Le temps, le budget mais aussi et surtout l’organisation, les outils Target et compétences internes auront un impact clef sur votre stratégieObjectives Contraintes Contraintes de Compétences & Procédures Organisation- temps & budget suivi / formation & Outils Message nelles Strategy Budget Quelle compétences 2.0 Existence & Composition Existence de procédures & en interne? des équipes internes? guidelines?TouchPoint s Timing Programme de formation Quel circuit de Outils existants experts/employés? validation/reporting? (metrics, CRM, ereputation)Evaluation KPIs « Reverse mentoring » pour Qui pilote Outils de coordination la direction? & décide? (Intranet 2.0,...) Resources Accompagnement, validatio Contraintes légales & n et mise à jour? techniques 8282
  83. 83. T.O.M.S.T.E.R. : Comment créer un brief 2.0 Source : Coca-ColaRessources : Budget • Le buzz et le media sociaux ne sont pas gratuits! Target – Un budget est nécessaire pour • Les outils : programmation, design, license, hébergement,… • Le temps (important) de gestion : monitoring, conception et déploiement des Objectives campagnes, mesure et reporting • La création de contenu • L’activation media Message • Mais ils offrent un ROI supérieur à long terme : Strategy – Chaque campagne capitalise sur les contacts accumulés au cours des campagnes précédentes et tout au long de l’année (plateforme relationnelle) TouchPoint Campagnes marketing traditionnelles Campagnes marketing 2.0 s Fans/Follows/Friends Fans/Follows/Friends Evaluation KPIs Resources Temps Temps 83 83
  84. 84. T.O.M.S.T.E.R. : Comment créer un brief 2.0Ressources : Ne vous laissez pas décourager… • La réalité est parfois décevante par rapport à vos attentes. Seule la Target pratique vous permettra de passer de l’expérimentation à la maîtrise • Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;) Objectives Message Strategy TouchPoint s Evaluation KPIs Resources 84 84
  85. 85. T.O.M.S.T.E.R. : Comment créer un brief 2.0 Source : olivier alain blanchard, @thebrandbuilderOrganisation : adapter son organisation interne? • Une collaboration interne est donc nécessaire mais rarement Target possible sans adaptation de l’organisation en silos Head of Social Media Objectives Developed the Social Communications Infrastructure Oversees Social Media activity Coordinates Social Media activity Provides leadership + Support Message Measurement Customer Support Data Analysis Monitoring Strategy Reporting Support Triage TouchPoint RP + Reputation Mgmt s Monitoring Marketing Responding to crises Evaluation Content, events & Promotion Research Content Development KPIs Promotions Community Management Resources Monitoring Corporate Responding to inquiries Brand reputation Content CSR Triage 85 85
  86. 86. T.O.M.S.T.E.R. : Comment créer un brief 2.0Procédures et outils : ex de procédure de gestion des citations • Pour être réactif, il faut définir à l’avance des procédures Target permettant d’anticiper les actions à mener Mention de la marque Objectives Corrriger le problème en communicant l’action au client Positive Negative Oui Oui Message Non Souhaite on Evaluer le Evaluer la répondre? message raison Le client nécessite plus d’information Strategy Pas de Oui Client Oui Les faits sont Non Corriger les faits avec réponse mécontent? ils corrects? tact TouchPoint Non s Oui A t on quelque Oui Non Non Râleur Les faits sont chose à professionnel? ils corrects? ajouter? Evaluation Non Oui KPIs Le problème Expliqué ce qui a été Répondre et Remercier la Troller ou a t-il été Oui fait pour résoudre le partager personne comique? résolu? problème Resources Non Oui Ne pas réagir et suivre l’évolution 86 86
  87. 87. Going Further 87 87
  88. 88. Going furtherUseful resourcesRead our blog: http://www.Culture-Buzz.com Recommended readings More than 3500 case studies available 88 88
  89. 89. Thank you for your time Click to learn more Jérémy Coxet www.vanksen.fr/blog CEO Vanksen Luxembourg/Suisse 7 rue des Mérovingiens /-8070 Bertange, Luxembourg Tel : +352 48 90 90 229 jcoxet@vanksen.com Web : www.vanksen.com Twitter: @jcoxet 89© 2010. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.

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