How to build a strong online brand leveraging TV, a MAP/M6 Case

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How to build a strong online brand leveraging TV, a MAP/M6 Case presented @Semetis event of 23-Nov-12

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How to build a strong online brand leveraging TV, a MAP/M6 Case

  1. 1. MAP/M6 Case How to build a strong online brand by leveraging TV Speakers: Alexandre Bataille - Director M6 Stephane Juricic - e-Business Consultant Semetis 23 November 2012 1
  2. 2. Creating photobooks: an old concept 2
  3. 3. Merging 2 successful worlds 3
  4. 4. With technology 4
  5. 5. For success 5
  6. 6. With the M6 input 6
  7. 7. The offline side 7
  8. 8. TV commercial example 8
  9. 9. Our TV planning 9
  10. 10. French TV annual investement 10
  11. 11. The online side – Leveraging TV
  12. 12. The Semetis approach
  13. 13. Business oriented 13
  14. 14. Business oriented: monitor evolutionExample 1: Transactions evolution Transactions 2011 2012 14
  15. 15. Business oriented: monitor evolution Example 2: Cost management Cost per acquisition 2011 2012 15
  16. 16. Business oriented: What channels for whatmessage?Example 3: Top 10 conversion paths 16
  17. 17. Be Data driven 17
  18. 18. Data driven: Follow market trends Example 1: Market Index 18
  19. 19. Data driven: Follow business trends Example 2: Seasonality Product J F M A M J J A S O N D Product 1 * Product 2 * * * * * * Product 3 * Product 4 * * Product 5 * High seasonality (transactions) Lower seasonality (impressions) «* » Time lag between clicks and transactions 19
  20. 20. Dynamic and continuous management 20
  21. 21. Rigorous processes 21
  22. 22. Constant adaptation 22
  23. 23. Recap1. Understand the business2. Be data driven3. Dynamic and continous management4. Implement rigorous process5. Challenge? Constantly adapt and …
  24. 24. … and
  25. 25. Any Tweet?

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