Connect to the WorldWorkshop                    By Palm+Havas team        In synergy with the HAVAS network
Welcome  •Share and inspire  •A Canadian agency with organic links to the  world  • With in-depth Digital knowledge  •HAVA...
Global power is changing
The economy is changingFinancial crisisThe old capitalist system needs to be reviewedGM uses surgical bankruptcy to survive
Social Evolution  •Barak Obama elected  •1 in 8 U.S. married couples met online  •11 million Facebook accounts in Canada
Consumers’ relationship withtechnology is changing
The media landscape is changing
Change = Opportunity•Innovation•Strategic consultant•CONSUMER-CENTRIC•Using technological innovation to create value inpeo...
PALM+HAVAS =Canadian agency + organic links to the world                  Havas:               World trends               ...
Synergy  No geographical barriers  Synergy with an HAVAS expert  Create added value  Synergy creation with the network is ...
Creative Cycle for Results                   Planning      Innovation              Integration
Savoir+Inspirer:Réflexion, Outils et Inspirationfaçon Palm+Havas
Innovation in the digital world     Martin Aubut, Digital leader, PALM+HAVAS               In synergy with George Gallate,...
It’s time for the industry to integrateGEEKS into the party…   •Twitter: @martyboy008 @palmhavas   •Background   •A Canadi...
Business models are changing56- SP 8,1-IP 2.5%                Limited attention span          Mobile                  –Wan...
Media innovation•Economy of attention   •Advertisers battle for attention:       •be different + be relevant + be worth it...
Augmented reality User + Idea + Strategy + Media +Measurement + Buzz                             •
It’s not fakehttp://ge.ecomagination.com/smartgrid/#/landing_pagehttp://www.youtube.com/watch?v=NK59Beq0Sew&feature=related
Advertise Generated ContentSo many ways to communicate: human, cool
Use innovation to create valueDigital supports Big Idea -- 360 – it‘s a really good story
Digital SignageOut of home + experience + WOW + play + support creativity
Web is a platformTechnology support + inspire creativity and give a better userexperienceTrends•Data portability -- standa...
•Use Facebook Connect to login to an external Facebook application•Use data portability to exchange data between platforms...
Data exchange between platforms on a permission basis
•Friends and pictures are transferred and my ID is used to access a Chat web service•For advertisers, less time needed to ...
Social media - Next stepFuture: social media will be THE media    •Social applications will be everywhere    •Multiple pla...
Mobile – What’s up   •56% own a mobile (QC) – World 60% - 2013 83%   •8.1% Smart phone (QC) – 14% (US)   •2.5 % iPhone (QC...
Mobile – What’ s up (Revenue)•   Revenue in Canada grew from    $1.1 million in 2006 to expected in    2008 to $5.2 millio...
Mobile is coolUsers :• An extension of your virtual life – always connected to your   content, your friends, your work,• ...
Mobile – is real time value• Use it as an innovation and e-pr capabilities• Integrate mobile as a part of the integrated c...
Quick start-- SMS - WAP          Campaign description:        Campaign          Mobext created a web-        description: ...
Games        Objectives:        •Position VW as an innovative brand        •Generate leads for dealers        •Book a test...
Application – add value :)?
Applications – real time, real value
InnovationIt’s you;Clients’ goodwillPALM+HAVAS employees’ creativityOur suppliers’ support and passionInnovation, it’s us…...
Bonus – inspiration
Conclusion•The world is changing•A Canadian agency with organic links to theworld•With in-depth Digital knowledge
Innover + Connecter
Innover + Connecter
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Innover + Connecter

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Innover + Connecter

  1. 1. Connect to the WorldWorkshop By Palm+Havas team In synergy with the HAVAS network
  2. 2. Welcome •Share and inspire •A Canadian agency with organic links to the world • With in-depth Digital knowledge •HAVAS •We need to change the way we do things because the world is changing and it’s time for opportunities – it’s time to do things differently Twitter: @martyboy008
  3. 3. Global power is changing
  4. 4. The economy is changingFinancial crisisThe old capitalist system needs to be reviewedGM uses surgical bankruptcy to survive
  5. 5. Social Evolution •Barak Obama elected •1 in 8 U.S. married couples met online •11 million Facebook accounts in Canada
  6. 6. Consumers’ relationship withtechnology is changing
  7. 7. The media landscape is changing
  8. 8. Change = Opportunity•Innovation•Strategic consultant•CONSUMER-CENTRIC•Using technological innovation to create value inpeople’s REAL lives and support the brand•Be 360 , be integrated, be relevant•Get connected to the world - HAVAS
  9. 9. PALM+HAVAS =Canadian agency + organic links to the world Havas: World trends Knowledge Best practices Creativity Resources Speed, flexibility
  10. 10. Synergy No geographical barriers Synergy with an HAVAS expert Create added value Synergy creation with the network is now a reflex for PALM For big ideas and big results
  11. 11. Creative Cycle for Results Planning Innovation Integration
  12. 12. Savoir+Inspirer:Réflexion, Outils et Inspirationfaçon Palm+Havas
  13. 13. Innovation in the digital world Martin Aubut, Digital leader, PALM+HAVAS In synergy with George Gallate, Global Chairman, Euro RSCG 4D
  14. 14. It’s time for the industry to integrateGEEKS into the party… •Twitter: @martyboy008 @palmhavas •Background •A Canadian agency with organic links to the world • With strong Digital knowledge •HAVAS: •Global •Innovation and best practice •Innovation is key, when the world is going Digital
  15. 15. Business models are changing56- SP 8,1-IP 2.5% Limited attention span Mobile –Wants a unique experience on all devices –Does not want Ads but specific offers (profiling) Web TV Retail experience http://lady.openid.canoe.ca User behaviour is evolving 75-61HS% –Multi-tasking, ID, platform –Visits a lot of websites; wants a Web as a platform custom experience, personalization –Data portability –Is now engaged and has an online –Single ID (about me) reputation (SMM) –Applications –Every user is a MEDIUM - tools –Content (semantic) –Wants to combine his/her content and activities
  16. 16. Media innovation•Economy of attention •Advertisers battle for attention: •be different + be relevant + be worth it •When you have their attention: •make it smart – make it fun, make it an unforgettable experience• Advertainment is a marketing method that distributes advertising (commercial) messages via an entertainment content or format
  17. 17. Augmented reality User + Idea + Strategy + Media +Measurement + Buzz •
  18. 18. It’s not fakehttp://ge.ecomagination.com/smartgrid/#/landing_pagehttp://www.youtube.com/watch?v=NK59Beq0Sew&feature=related
  19. 19. Advertise Generated ContentSo many ways to communicate: human, cool
  20. 20. Use innovation to create valueDigital supports Big Idea -- 360 – it‘s a really good story
  21. 21. Digital SignageOut of home + experience + WOW + play + support creativity
  22. 22. Web is a platformTechnology support + inspire creativity and give a better userexperienceTrends•Data portability -- standard •ID -- SSO •Content (semantics)•Application standard •Web service •Widget
  23. 23. •Use Facebook Connect to login to an external Facebook application•Use data portability to exchange data between platforms•Better experience for users and potential profiling for the marketer•Will help distribute your content and brand on social media platforms to create buzz
  24. 24. Data exchange between platforms on a permission basis
  25. 25. •Friends and pictures are transferred and my ID is used to access a Chat web service•For advertisers, less time needed to develop app and increased data acquisition (simplicity)•Viral (people are media)
  26. 26. Social media - Next stepFuture: social media will be THE media •Social applications will be everywhere •Multiple platforms: mobile, web TV •Measurement will be MAJOR •Twitter and Facebook will continue to grow in the short term •Social media will bring profiling to the next level•Learning: •Keep it real – human •Work all platforms as a system •Everybody wants to be a star – give them the opportunities and guide them (Guru) •Logic objective – SMM is a long-term strategy
  27. 27. Mobile – What’s up •56% own a mobile (QC) – World 60% - 2013 83% •8.1% Smart phone (QC) – 14% (US) •2.5 % iPhone (QC) -- (35% BB vs. 26% iPhone) US Usage in QC •58% e-mail •37% TXT •37% Browsing – search •Tks to TXT-Mktg conseilshttp://www.cefrio.qc.ca/fr/documents/publications/NETendanc onees-2008--evolution-de-lutilisation-dInternet-au-Quebec-depuis-1999.htmlE-marketer
  28. 28. Mobile – What’ s up (Revenue)• Revenue in Canada grew from $1.1 million in 2006 to expected in 2008 to $5.2 million/1,2Billion• Positive – Massive investment from Videotron and carrier on 3G – Google Android , Smart Phone, Palm• Challenges – Small size of the Mobile Internet-enabled audience – Revenue-building restrictions imposed by the current Carrier/Provider business model – Moderate penetration of Smart Phone – Education, standard, Skills – User experience (device)
  29. 29. Mobile is coolUsers :• An extension of your virtual life – always connected to your content, your friends, your work,• Your tool to have a better life• Mobile is a sexy device that show your personality and statusMarketer :• Measurability• Very immediate, targeted media • Geo localization • Real time promotion• Opt-in nature of the advertising (Permission marketing)• Use it as a person extensionIndustry : growth• Move from one-off experimental campaigns to becoming an important part of the overall Interactive marketing mix.
  30. 30. Mobile – is real time value• Use it as an innovation and e-pr capabilities• Integrate mobile as a part of the integrated campaign base on the BIG IDEA• Think about content that the consumer wan to bring with them• Think about real time, what is the benefit we can give to the user now – apps, game, content , promotion• Give the right target real value and make it fun• Respect the code (txt) and culture• Collect data step by step on a permission base
  31. 31. Quick start-- SMS - WAP Campaign description: Campaign Mobext created a web- description: based campaign to Mobext put together a generate test-drive Bluetooth action in leads to the new C4 Madrid’s Airport. Pallas. Twenty antennas were Web banners in installed in different different web sites strategic points (waiting enabled the prospect to areas, luggage insert his/her claim, etc.) enabling the name, mobile number downloading of and zip code. applications, images The application and gifs of the new VW automatically matched EOS, and offering the each zip code and possibility of scheduling delivered a SMS with test drive. the nearest dealer location for a test-drive. # Technology: Web + SMS
  32. 32. Games Objectives: •Position VW as an innovative brand •Generate leads for dealers •Book a test drive •(GPS, Google map) Positives: •Part of an integrated campaign •Good PR to spread the word to influencers Negative: •Platform was not that stable, brought bad comments on the apps, could harm the brand Results: •820,000 downloads in 1 week •Top 1 Europe, Top 10 U.S. •105 comments on the apps •Online coverage (buzz) •Number of test drives?
  33. 33. Application – add value :)?
  34. 34. Applications – real time, real value
  35. 35. InnovationIt’s you;Clients’ goodwillPALM+HAVAS employees’ creativityOur suppliers’ support and passionInnovation, it’s us… Thank you!
  36. 36. Bonus – inspiration
  37. 37. Conclusion•The world is changing•A Canadian agency with organic links to theworld•With in-depth Digital knowledge

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