WOM Conference : Viral, Buzz & Influential Marketing | by Vanksen|Culture-Buzz.com

1. Word of Mouth Marketing Conference > By Emmanuel Vivier, CEO of VanksenGroup evivier@vanksen.com | http://www.culture-buzz.com | http://www.buzzparadise.com | +33.6.159.283.18 Viral, Buzz & Influential Marketing How to adopt Marketing 2.0 Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

2. Who are we? Consulting Agency for viral, blog, buzz marketing & 360° Communication Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

3. 360° communication & buzz marketing agency Vanksen/Culture-Buzz | Buzz Agency BuzzParadise | Buzz Platform & PR 2.0 LegitiName | Buzz Monitoring We collaborates with brands such as BuzzParadise® is an international LegitiName manage and protect brands Warner Bros, Ubisoft, 20th Century Fox, platform connecting brands and our online. Canal Plus, Sony,Nokia,… to conceive & community of 6000 influential bloggers We help major organizations to protect, deploy actions and viral applications online in 20 countries. manage, promote and monitor their and offline. We operates on a international brand name & reputation online, level. We help brands to generate word of resulting in revenue increase and long- With more than 1900 published articles, mouth by engaging with online opinion term brand awareness. 165,000 viewed pages/months, Culture- leaders, by inviting them to VIP event buzz.com’s blog has become the biggest or seeding them with products. French portal dedicated to WOM, weekly analyzing blog, buzz and viral marketing and alternative trends such as guerrilla and street marketing. Website | http://www.culture-buzz.com Website | http://www.BuzzParadise.com Website | http://www.legitiname.com 3 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

4. A Global Presence A multicultural team of communication experts France UK (opening soon) Luxembourg (HQ) Germany LGTF SARL Vanksen Group UK Centre Hermès LGTD Gmbh 1bis cité paradis 1 Northumberland Av. 7 ZA du Bourmicht Stresemannstr. 29 75010 Paris London UK L-8070 Bertrange 22769 Hamburg USA Hong Kong LGTU Corp 515 West 20 Street, Flat D10 Suite #5E 101 Repulse Bay Road New York, NY 10011 Hong Kong Spain Switzerland Italy Middle East LGTS SA Partnership Opening soon Luca Conti 273 Rte St Julien w/ Catch Interactive in Madrid +39 3281245550 1258 Geneva Dubaï 4 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

8. Too many channels = Fragmentation The number of information and entertainment channels keeps skyrocketing TV, cable, cinema, internet, DVD, VOD, i-mode, videocast, videogames console, mobile, radio,… 8 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

10. Traditional advertizing put into question Advertising = A loss of Credibility… of consumers don’t believe that companies tell the truth in advertisements Yankelowich 10 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

11. Consumers are starting to ignore advertising… Consumers are skipping ads with digital VCR like Tivo » USA Des consommateurs seraient 69% intéressés par un produit permettant d’éviter ou de bloquer la publicité Source : Yankelovitch 2005, Marketing Receptivity study 11 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

13. Traditional advertisingEfficiency Advertising = Loss of put into question Advertising: Rising costs & Sinking Efficiency TV ads in the last 10 years 37 % of all spending on TV ads +40 % rise in expenses is completely useless** -50 % audience* Source: McKinsey: Continuing Declin ein TV Selling Power Explosion of the number of media & saturation = explosion of costs in order to be visible & a race for the audience 13 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

18. Their opinion have a changé Social media matters Le Consommateur credibility The impact of blogs, word of mouth and social media » USA Amazon customers reviews are key in purchase decisions 18 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

19. Consumers base their opinion on those of others = WOM The impact of blogs, word of mouth and social media » USA Of consumers trust people like Of consumers trust people like 68% themselves (23 % in 2003). themselves (23 % in 2003). Recommendations from friends/family Forrester Research and Intelliseek Base: European online consumers “Forrester study” Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100% 19 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

23. Welcome to a Web2.0 world Where Consumer is a media Consumer Generated Media Blogs Moblogs 100 millions videos More than 10 millions skyblogs viewed/day & 150 millions blogs worldwide My Tv My Magazine My Reportage Vidéocasts & Podcasts Syndication RSS My radio/ show My AFP 23 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

24. Theirmedia & users opinions = high visibility in search engines Social opinion matters Le Consommateur a changé The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 24 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

25. Their opinion matters Le Consommateur a changé Social media & users opinions = high visibility in search engines The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Creativity Engagement Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 25 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

26. Their media & users opinions = NOT A CHOICE anymore Transparency matters Social opinion Tyranny… Le Consommateur a changé Consumers are already talking about you Comcast: an webuser published the video of a technician fallen asleep at his place diffusion 26 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

27. Transparency matters Le Marketing du Bouche à Oreille : Un your offer Social media & users opinions = remixing passage obligé Their opinion Tyranny… Consommateur a changé Power to the people Locking & Controling people is over 27 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

29. #1. Create SO GREAT products that they are worth to talk about 1 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

30. Creating amazing products Create a “Purple Cow” (Seth Godin) Seth Godin “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … 30 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

35. #2. If your product, company,… is not cool… offer great attractive content with it 2 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

40. Attach added value content to your brand Become a content company Tell don’t sell Ex : http://www.Culture-Buzz.com Offer added value content, advice,… Give your opinion Converse vs proclaim Think multimedia (podcast, mobloging) Involve employees Michel-edouard-leclerc.com USA : GM & FastLane - 165.000 Viewed pages/months - 1 to 3 leads/day 40 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

42. Attach added value content to your brand ArcelorMittal.tv Blog & Videocasts “arcelormittal.tv” Problem: – Create buzz, internally (330,000 employees) and externally – Create a new corporate culture Results: – More than 100,00 viewed pages in a few weeks – The CEO answers one question per month. Learned: – Create really attractive contents (videos shot worldwide); – Don’t control too much, but incite participation (comments…). 42 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

43. #3. Don’t sponsor the entertainment… Become THE entertainement 3 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

44. CONTENT IS THE NEW CURRENCY Content is the new currency Jeff Hicks » CEO of Crispin Porter + Bogusky » USA Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ “ The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it. ” 44 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

50. Advertainment = Advertising + Entertainment Burger King launches 3 video games » USA Just $3.99 with the purchase of any BK value meal from Burger King. Many millions 40% increase of hours of in profit for the quarter brand exposure 3.2m games sold 50 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

51. #4. Or let consumers to participate in creating your marketing User Generated Media & Crowdsourcing 4 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

53. UGC > Video & photos sharing platforms are soaring YouTube, Dailymotion, Wat.tv, Flickr,… » World YouTube = 3billion viewed videos/month in the USA 53 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

54. UGC in the Media Skyrock radio > Blog platform | http://www.skyrock.com/blog/ » France Skyrock blogs revenues = radio revenues http://aggie102790.skyrock.com http://aggie102790.skyrock.com Skyblogs = >10 M active blogs* Skyblogs = >10 M active blogs* •• 27% of the french blogs**, 29th site in the world (by VP) 27% of the french blogs**, 29th site in the world (by VP) •• 2.85 billion page views & 304 millions visits a month*** 2.85 billion page views & 304 millions visits a month*** •• 3,6 millions comments/day 3,6 millions comments/day •• $6.4 million in advertising revenues in 2005 $6.4 million in advertising revenues in 2005 •• 20% to 25% profit margin 20% to 25% profit margin •• = radio revenues in 2008 (20% in 2005) = radio revenues in 2008 (20% in 2005) 54 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

66. #6. Viral Marketing Make it easy for people to forward your message 6 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

70. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany Initial spreading via 50 influential bloggers 550,000 visits in 3 months Results French module adopted by Germany and Spain because of the campaign’s success 550,000 viewed pages in 3 months (WOM only, no purchase of space) Still audience 8 months afterwards Nearly 400 pages viewed/day on the French version after 9 months! 70 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

79. Personalized Viral Video + mobile callback Opel Astra, launch of the new Twin Top Opel Cabrio | Prepare Your Hair » Belgium Figures - 80.000 e-mails sent at start – 16.000 contacts have registered - 80 % have forwarded to 4 people or + – 450.000 generated calls! 79 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

81. Viral Marketing > Widget DaftPunk latest music album » France + World bllog b og bo o k ook Face b F ace Email Email Ne Net tviib v be es s http://www.blogmesite.com/i ndex.php?bms_id=2 81 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

82. #7. Buzz Marketing Surprise your audience to grab its attention 7 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

83. Buzz Marketing > Guerilla Marketing Surprise your audience Guerilla marketing / Virgin Brides Guerilla marketing / 3M (Canada) - Richard Branson, Virgin CEO came dressed as a - B2B buzz for innovative security glass bride at the press conference 83 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

84. Buzz Marketing > Guerilla Marketing Ikea » USA & Germany - Reshaping 600 places in NYC Similar action on the German underground 84 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

87. Buzz Marketing > Interactive Shopping Window CHANEL COCO – Mademoiselle Perfume » Tokyo, HK, NY, London, Paris For the relaunch of CHANEL’s perfume Interactivity is back in Point of Sales 87 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

92. #8. Digital Influence Engage with opinion leaders… 8 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

93. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & Blogosphere : a very fragmentized world A minority of blogs generates the majority of the audience (source, Comscore) 93 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

94. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & Who are the influentials? – 5th most influencial blog worldwide by Technorati – one of TIME's 100 most influential people – 43 employee - 15 millions unique visitors in 2007 94 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

96. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & How to identify the influentials? USA : BzzAgent BuzzParadise platform Tremor (Procter & Gamble USA) > Teens http://www.buzzparadise.com 12 countries / 6 langages 96 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

97. Turn opinion leaders into brand ambassadors. #3.1.9|Marketing>d’Influence into brand ambassadors Influential Marketing Turn Bloggers Nokia 7710 » France Media E-influentials & bloggers Nokia 7710 buzz campaign i ng ng s Pres s Seed i S eed Pres Seeding Seeding Press Press Se See Pr Pre edi din ess ng ss g 97 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

101. Conclusion > Towards a 360° Marketing Approach Traditional communication Communication 2.0 Brand Brand Agency Agency Media Media Audience Audience Communication 1.0 Communication 2.0 Source: Spheeris 101 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

103. Conclusion > More info? Some readings… www.Culture-Buzz.com More than 2000 articles about buzz, Viral, blog and influential marketing 103 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

104. Thank You www.culture-buzz.com Emmanuel Vivier evivier@vanksen.com | www.buzzparadise.com +33.6.159.283.18 | +33.1.47.70.86.03 > Protection, e-marketing, monitoring Agence buzz & Communication Word of mouth community Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com