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

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.
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.
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.
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.
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.
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

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.
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.
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.
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.
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.
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.
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%
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

20.
The new consumers of Social Networking
Ubersocial | The raise
MySpace
There are over 110 million
active users of MySpace
(as of January 2008
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

21.
The new consumers of Social Networking
Ubersocial | The raise
MySpace
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

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.
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

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.
#1. Create SO GREAT products
that they are worth to talk about
1
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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

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.
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.
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.
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.
#2. If your product, company,…
is not cool…
offer great attractive content with it
2
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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.
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.
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.
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.
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.
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.
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.
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
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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

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.
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.
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.
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.
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.
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
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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.
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.
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

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.
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.
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.
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.
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.
#5. Provide a service
to the community
5
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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.
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.
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.
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.
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.
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.
#6. Viral Marketing
Make it easy for people
to forward your message
6
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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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

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.
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.
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.
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.
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.
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.
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.
#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

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.
#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

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.
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.
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.
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.
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.
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