Word of Mouth Marketing Conference

                                          >

         By Emmanuel Vivier, CEO of Vanks...
Who are we?
                                     Consulting Agency
                              for viral, blog, buzz mar...
360° communication & buzz marketing agency

Vanksen/Culture-Buzz | Buzz Agency                        BuzzParadise | Buzz ...
A Global Presence
 A multicultural team of communication experts




                                    France           ...
References
  Some of the clients who trusted us




                                                                      ...
Traditional
                                            Advertising
                                           is challeng...
Too much Advertising = Saturation = Urban Spam
  An era of constant invasion & interruption.




                         ...
Too many channels = Fragmentation
  The number of information and entertainment channels keeps skyrocketing




        TV...
Too much choice




                                                 Death by
                                            ...
Traditional advertizing put into question
  Advertising = A loss of Credibility…




                                     ...
Consumers are starting to ignore advertising…
  Consumers are skipping ads with digital VCR like Tivo                     ...
Or to fight back…
  And some are events becoming activists against advertising                                            ...
Traditional advertisingEfficiency
  Advertising = Loss of put into question


                                            ...
The
                              consumers 2.0
                                   era

Contact & Contact: Emmanuel Vivier...
Le Consommateur a changé
  They are not an audience anymore




                                                          ...
What is a Brand?




                                                                                                     ...
What is a Brand?


                      BRAND = COLLECTIVELY, WHAT
                      PEOPLE SAY, FEEL & THINK
       ...
Their opinion have a changé
  Social media matters
  Le Consommateur credibility
  The impact of blogs, word of mouth and ...
Consumers base their opinion on those of others = WOM
 The impact of blogs, word of mouth and social media                ...
The new consumers of Social Networking
  Ubersocial | The raise
  MySpace




                   There are over 110 millio...
The new consumers of Social Networking
  Ubersocial | The raise
  MySpace




                                            ...
Welcome to a Web2.0 world




                                                                                            ...
Welcome to a Web2.0 world



               Where Consumer is a media
      Consumer Generated Media                      ...
Theirmedia & users opinions = high visibility in search engines
  Social opinion matters
  Le Consommateur a changé
  The ...
Their opinion matters
  Le Consommateur a changé
  Social media & users opinions = high visibility in search engines
  The...
Their media & users opinions = NOT A CHOICE anymore
  Transparency matters
  Social opinion Tyranny…
  Le Consommateur a c...
Transparency matters
  Le Marketing du Bouche à Oreille : Un your offer
  Social media & users opinions = remixing passage...
8 Best Practices
                   in WOM Marketing


Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evi...
#1. Create SO GREAT products
                that they are worth to talk about




                                       ...
Creating amazing products
  Create a “Purple Cow” (Seth Godin)




                Seth Godin




               “Somethin...
The product is the marketing > Apple Iphone
  Create a “Purple Cow” (Seth Godin)



                                      ...
The product is the marketing > Apple Iphone
  Create a “Purple Cow” (Seth Godin)




                       2008 Sales Obj...
The product is the marketing
  Create a “Purple Cow” (Seth Godin)




                                                    ...
The product is the marketing
  The World, Dubai | http://www.theworld.ae




                                             ...
#2. If your product, company,…
                              is not cool…
                 offer great attractive content ...
Attach added value content to your brand
  Bonux Washing powder | http://www.tulaseuou.com




                           ...
Attach added value content to your brand
  Bonux Washing powder | http://www.tulaseuou.com                                ...
Attach added value content to your brand
  Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l6...
Attach added value content to your brand
  Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l6...
Attach added value content to your brand
  Become a content company


         Tell don’t sell                            ...
Attach added value content to your brand
  Sony Walkman | DontWalkAlone.com                                               ...
Attach added value content to your brand
  ArcelorMittal.tv


    Blog & Videocasts “arcelormittal.tv”
                   ...
#3. Don’t sponsor
                             the entertainment…
                          Become THE entertainement



 ...
CONTENT IS THE NEW CURRENCY
  Content is the new currency
  Jeff Hicks » CEO of Crispin Porter + Bogusky                  ...
Branded Content | Money in the content, not the media purchase
  BMW | http://www.bmwfilms.com                            ...
Advertainment = Storytelling + Interactivity + Fun
  Coke Zero » http://www.cokezero.de                                   ...
Advertainment = Storytelling + Interactivity + Fun
  Coke Zero » http://www.cokezero.de                                   ...
Product Placement
  Instead of sponsoring videogames…
  The Sims 2 H&M Fashion Stuff | http://thesims2.ea.com/about/sp5_in...
Advertainment = Advertising + Entertainment
  Burger King launches 3 video games                                          ...
Advertainment = Advertising + Entertainment
  Burger King launches 3 video games                                          ...
#4. Or let consumers to participate
                                      in creating your marketing

                    ...
UGC > Engage your customers!
  Impact = Engagement



                                                     Dale’s Cone of ...
UGC > Video & photos sharing platforms are soaring
  YouTube, Dailymotion, Wat.tv, Flickr,…                               ...
UGC in the Media
  Skyrock radio > Blog platform | http://www.skyrock.com/blog/                                           ...
UGC > Content Seeding & UGC video competitions
                                                                           ...
UGC > Content Seeding & UGC video competitions
                                                                           ...
Frito > CocreationDoritos Super Bowl ads
  UGC Lay asks for & Crowdsourcing
  Sony & Current TV | http://current.com/     ...
UGC > Cocreation & Crowdsourcing
  Dell | Ideastorm.com                                                                   ...
UGC > What degree of freedom?
  GM Chevy                                                                                  ...
#5. Provide a service
                                             to the community




                                  ...
UTILITY a service > Nike + Ipod Application
  Provide
  Nike + Ipod | http://www.apple.com/ipod/nike                      ...
UTILITY a service > Nike + Ipod Application
  Provide
  Nike + Ipod | http://www.apple.com/ipod/nike                      ...
UTILITY a service > Create your tailored product
  Provide
  Domino Pizza > Pizza Builder                                 ...
UTILITY a service > Create your tailored product
  Provide
  Domino Pizza > Pizza Builder                                 ...
Provide a service > Power schools for free with… advertising
  NedBank | http://www.nedbank.co.za/website/content/pr/index...
#6. Viral Marketing
                                           Make it easy for people
                                   ...
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com        ...
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com        ...
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com        ...
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com        ...
Viral Marketing > Fake Music Group & Video Clip
  Gaia > Pigs in Pain > http://www.pigsinpain.be                          ...
Viral Marketing > Fake Music Group & Video Clip
  Gaia > Pigs in Pain > http://www.pigsinpain.be                          ...
Viral Marketing > Be Provocative to be cool
  ZooYork | http://zooyork.com/roaches                                        ...
Viral Marketing > Viral Video
  Dove Evolution                                                                            ...
Viral Marketing > Is it true or not?
  Nike Kobe Jump | http://www.youtube.com/watch?v=bKZQ8qq4lYA                        ...
Viral Marketing > Sex always sell… at least for guys
  Lynx AirJet | http://www.youtube.com/watch?v=0QmcHdzwwiQ           ...
Viral Marketing > Personalized Viral Video
  Tribune de Genève Newspaper | http://www.tdg.ch/reportage/                   ...
Viral Marketing > Personalized Viral Video
  Tribune de Genève Newspaper | http://www.tdg.ch/reportage/                   ...
Personalized Viral Video + mobile callback
    Opel Astra, launch of the new Twin Top Opel Cabrio | Prepare Your Hair     ...
Viral Marketing > Desktop Widget
  Digital sticker                                                                        ...
Viral Marketing > Widget
  DaftPunk latest music album                                                                    ...
#7. Buzz Marketing
                                             Surprise your audience
                                   ...
Buzz Marketing > Guerilla Marketing
  Surprise your audience

        Guerilla marketing / Virgin Brides                  ...
Buzz Marketing > Guerilla Marketing
  Ikea                                                                                ...
Buzz Marketing > Ambiant Media
  Canderel | Bagvertising                                                                  ...
Buzz Marketing > Interactive Shopping Window
  Minority Report Movie | http://www.youtube.com/watch?v=9zO6XODPO9E




    ...
Buzz Marketing > Interactive Shopping Window
  CHANEL COCO – Mademoiselle Perfume                                         ...
Buzz Marketing > Hologram Shopping Window
  C&A | http://www.seite1girl.de                                                ...
Buzz Marketing > Hologram Shopping Window
  C&A | http://www.seite1girl.de                                                ...
Engagement > Interactive Billboards
  BBC | “See both sides of the story”                                                 ...
Engagement > Interactive Billboards
  BBC | “See both sides of the story”                                                 ...
#8. Digital Influence
                               Engage with opinion leaders…




                                    ...
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  Blogosphere : a very fragmentized worl...
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  Who are the influentials?




  –     ...
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  How to identify the influentials?




...
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  How to identify the influentials?



 ...
Turn opinion leaders into brand ambassadors.
  #3.1.9|Marketing>d’Influence into brand ambassadors
  Influential Marketing...
Turn opinion leaders into brand ambassadors.
  #3.1.9|Marketing>d’Influence into brand ambassadors
  Influential Marketing...
Conclusion



Contact & Copyright | Vanksen|Culture-Buzz & 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com |...
Conclusion > The world is now a conversation ecosystem
  Get ready to discuss




                                        ...
Conclusion > Towards a 360° Marketing Approach


              Traditional
            communication                      ...
Conclusion > You can not control WOM … only influence it.




                                                            ...
Conclusion > More info?
  Some readings…



                                                                              ...
Thank You



                          www.culture-buzz.com
                     Emmanuel Vivier
      evivier@vanksen.com...
Upcoming SlideShare
Loading in …5
×

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

161,312 views

Published on

Viral, Buzz & Influential Marketing : How to adopt Marketing 2.0. By Vanksen|Culture-Buzz.com (VanksenGroup).

Read more about Word of Mouth marketing, buzz, viral, blog, influential, guerilla marketing on http://www.culture-buzz.com

Vanksen|Culture-Buzz is an integrated agency providing leading brands such as Sony, L'Oréal, Warner Bros, ArcelorMittal, Thierry Mugler, Nike, Absolut, P&G, LMVH, Ubisoft, 20th Century Fox, Canal Plus, BIC, Nokia, LG, Casio, Microsoft, with innovative, & creative integrated communication strategies (tv, print, online, viral, buzz, blog,..).

Published in: Business, Technology
22 Comments
268 Likes
Statistics
Notes
  • This is an excellent presentation. I am preparing a Doctorate in Marketing dealing with Social media, Purchase behaviror, influence. I would really appreciate you emailing me a copy of your pres to ftrouill@hotmail.com. Thanks so much!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • could u send this great presentation to me to nguyenanhngoc.ftu@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great presentation please email to me if possible Powerpoint

    smulewi@yahoo.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • = ENTREPRENEURS WANTED =

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

    Overview: http://bit.ly/b1Eehh
    Testimonials: http://bit.ly/l3WEXJ
    Website: www.MyEntrepreneurCommunity.com
    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0"></param><embed src="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • love your presentation please send me this present to the email quocdinhdo@gmail.com
    I really appreciate for your kind :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
161,312
On SlideShare
0
From Embeds
0
Number of Embeds
117,211
Actions
Shares
0
Downloads
0
Comments
22
Likes
268
Embeds 0
No embeds

No notes for slide

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

  1. 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. 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. 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. 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
  5. 5. References Some of the clients who trusted us 5 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  6. 6. Traditional Advertising is challenged 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
  7. 7. Too much Advertising = Saturation = Urban Spam An era of constant invasion & interruption. 7 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  8. 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
  9. 9. Too much choice Death by Over Choice 9 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  10. 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. 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
  12. 12. Or to fight back… And some are events becoming activists against advertising » France 12 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  13. 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
  14. 14. The consumers 2.0 era 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
  15. 15. Le Consommateur a changé They are not an audience anymore 15 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  16. 16. What is a Brand? 16 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  17. 17. What is a Brand? BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. 17 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  18. 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. 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
  20. 20. The new consumers of Social Networking Ubersocial | The raise MySpace There are over 110 million active users of MySpace (as of January 2008 20 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  21. 21. The new consumers of Social Networking Ubersocial | The raise MySpace 21 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  22. 22. Welcome to a Web2.0 world 22 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  23. 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. 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. 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. 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. 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
  28. 28. 8 Best Practices in WOM Marketing 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
  29. 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. 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
  31. 31. The product is the marketing > Apple Iphone Create a “Purple Cow” (Seth Godin) iPod Unit Sales 31 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  32. 32. The product is the marketing > Apple Iphone Create a “Purple Cow” (Seth Godin) 2008 Sales Objective = 10M iphones 32 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  33. 33. The product is the marketing Create a “Purple Cow” (Seth Godin) 33 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  34. 34. The product is the marketing The World, Dubai | http://www.theworld.ae 34 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  35. 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
  36. 36. Attach added value content to your brand Bonux Washing powder | http://www.tulaseuou.com 36 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  37. 37. Attach added value content to your brand Bonux Washing powder | http://www.tulaseuou.com » France 1000 songs from Universal Music France available for download 37 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  38. 38. Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm 38 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  39. 39. Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm In Itunes : http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=117887100 39 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  40. 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
  41. 41. Attach added value content to your brand Sony Walkman | DontWalkAlone.com » France 41 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  42. 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. 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. 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
  45. 45. Branded Content | Money in the content, not the media purchase BMW | http://www.bmwfilms.com » USA More than 100M Views! 40% of its advertising budget saved for equal sales 45 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  46. 46. Advertainment = Storytelling + Interactivity + Fun Coke Zero » http://www.cokezero.de » Germany 46 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  47. 47. Advertainment = Storytelling + Interactivity + Fun Coke Zero » http://www.cokezero.de » Germany 47 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  48. 48. Product Placement Instead of sponsoring videogames… The Sims 2 H&M Fashion Stuff | http://thesims2.ea.com/about/sp5_index.php 48 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  49. 49. Advertainment = Advertising + Entertainment Burger King launches 3 video games » USA 49 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  50. 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. 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
  52. 52. UGC > Engage your customers! Impact = Engagement Dale’s Cone of Experience 52 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  53. 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. 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
  55. 55. UGC > Content Seeding & UGC video competitions » World Seeding / Sponsoring – Youtube.com, Dailymotion,…. Borat Renault F1 55 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  56. 56. UGC > Content Seeding & UGC video competitions » World Wat.tv/wasthappening Nike Gmail 56 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  57. 57. Frito > CocreationDoritos Super Bowl ads UGC Lay asks for & Crowdsourcing Sony & Current TV | http://current.com/ » USA 57 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  58. 58. UGC > Cocreation & Crowdsourcing Dell | Ideastorm.com » USA 58 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  59. 59. UGC > What degree of freedom? GM Chevy » USA 59 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  60. 60. #5. Provide a service to the community 5 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
  61. 61. UTILITY a service > Nike + Ipod Application Provide Nike + Ipod | http://www.apple.com/ipod/nike » World 61 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  62. 62. UTILITY a service > Nike + Ipod Application Provide Nike + Ipod | http://www.apple.com/ipod/nike » World 62 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  63. 63. UTILITY a service > Create your tailored product Provide Domino Pizza > Pizza Builder » USA 63 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  64. 64. UTILITY a service > Create your tailored product Provide Domino Pizza > Pizza Builder » USA 64 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  65. 65. Provide a service > Power schools for free with… advertising NedBank | http://www.nedbank.co.za/website/content/pr/index.asp?article=current&prID=978 » South Africa 65 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  66. 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
  67. 67. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany 67 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  68. 68. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany Initial spreading via 50 influential bloggers | www.buzzparadise.com 68 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  69. 69. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany A very important feedback in blogs | posts & viral banners 69 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  70. 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
  71. 71. Viral Marketing > Fake Music Group & Video Clip Gaia > Pigs in Pain > http://www.pigsinpain.be » Belgium 71 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  72. 72. Viral Marketing > Fake Music Group & Video Clip Gaia > Pigs in Pain > http://www.pigsinpain.be » Belgium 72 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  73. 73. Viral Marketing > Be Provocative to be cool ZooYork | http://zooyork.com/roaches » World 73 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  74. 74. Viral Marketing > Viral Video Dove Evolution » World 74 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  75. 75. Viral Marketing > Is it true or not? Nike Kobe Jump | http://www.youtube.com/watch?v=bKZQ8qq4lYA » World 75 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  76. 76. Viral Marketing > Sex always sell… at least for guys Lynx AirJet | http://www.youtube.com/watch?v=0QmcHdzwwiQ » Australia & world 76 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  77. 77. Viral Marketing > Personalized Viral Video Tribune de Genève Newspaper | http://www.tdg.ch/reportage/ » Switzerland 77 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  78. 78. Viral Marketing > Personalized Viral Video Tribune de Genève Newspaper | http://www.tdg.ch/reportage/ » Switzerland More than 3.200.000 viewed videos 78 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  79. 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
  80. 80. Viral Marketing > Desktop Widget Digital sticker » USA 80 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  81. 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. 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. 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. 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
  85. 85. Buzz Marketing > Ambiant Media Canderel | Bagvertising » Libanon 85 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  86. 86. Buzz Marketing > Interactive Shopping Window Minority Report Movie | http://www.youtube.com/watch?v=9zO6XODPO9E 86 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  87. 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
  88. 88. Buzz Marketing > Hologram Shopping Window C&A | http://www.seite1girl.de » Germany 88 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  89. 89. Buzz Marketing > Hologram Shopping Window C&A | http://www.seite1girl.de » Germany 89 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  90. 90. Engagement > Interactive Billboards BBC | “See both sides of the story” » USA (NY) 90 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  91. 91. Engagement > Interactive Billboards BBC | “See both sides of the story” » USA (NY) 91 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  92. 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. 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. 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
  95. 95. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & How to identify the influentials? http://www.wikio.com/blogs/top Technorati.com 95 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  96. 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. 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
  98. 98. Turn opinion leaders into brand ambassadors. #3.1.9|Marketing>d’Influence into brand ambassadors Influential Marketing Turn Bloggers Nokia 7710 » France 98 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  99. 99. Conclusion Contact & Copyright | Vanksen|Culture-Buzz & 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Contact: Emmanuel Vivier | +33 6 159 283 Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  100. 100. Conclusion > The world is now a conversation ecosystem Get ready to discuss 100 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  101. 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
  102. 102. Conclusion > You can not control WOM … only influence it. 102 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  103. 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. 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

×