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1. Winter ’08: Shift Happens*

2. The Trend
What?

3. damon CREPIN
S
C ANTO
o livier
luis FREITAS

4. Social
Media Aggregator
Powe
Technolog
Collective intelligence Sharing platform Open Source
Web Semantic
Blogs
Everyone Mashup
Folksonomy
Online community
Opinion leaders AJAX
Personal website RSS
Brand XML
Meta Tags
Institution
HTML
tv
radio All Right reserved
computer
ipod Document Creative Commons
cellphone e-commerce
smartphone Audio shop in the shop Legal
R&D
access point
Mobilit Video Agencies long tail era
Integrated document mashup
User participation
multi actor development
Interactive document
User generated content
life integrated consumption
Cognitive deduction
User Lead
Commerce
Co-creation
Conten
R&D Personalizatio
Advertising

5. Web Site
Webmaster Web Users

6. Webmaster
tag
bla
Web Site 2.0
Web Users
Users Contributors

7. Podcasts killed the
radio, internet killed
the papers, youtube is
gonna kill TV:
old media is
dead...

8. Weekly Hours spent
Q4 2004 Q2 2007
11.5 11.5
7.7
7.4
3.9
1.8 1.7
2.1 2.4 3.3
s 2.5 2.4 3.4 3.5
zi ne
aga W ork ma
)
M for e
ap
er et / Cin pe
rs s
D
gP ern DV sp
a ose
ad
in Int ies
(
New Pur
p
io
Re ov er nal Rad
ng
M Pap ers
o to V
t chi ad ing fo rP ning ingT
Wa Re et iste tch
ter
n L Wa
In

9. Weekly Hours spent
Net Users Others
+1 11.7
11.2
8.2
6.8
1.7 1.8
1.9 2.7
s
z ine 0.5 1.9 2.4 2.7
a s
Mag me
r a s
a pe PCG VD rs
ingP y ing ingD ape
ad Pla tch sp io
R e W a ew Rad
e rN g to V
Pap nin ingT
ad ing L iste tch
Re Wa

10. Online Media Consumed
France Germany UK
65%
58% 61%
47%
36% 36%
53%
45%
36%
16% 20%
14% 24%
s 16%
P res os 12%
g de
a din . Vi s
Re U.G ast
g dc
hin Po TV
W atc g to tc h
nin Wa io
ad
L iste to
R
g
nin
L iste

11. 75%
of U.S. Internet users watched an average
of 3h hours of online video during the
month of July 07.

12. IBM online survey:
66%
spend 1 to 4 hours watching TV per day
60%
spend 1 to 4 hours on the Web for
Personal Usage

13. IBM online survey:
9%
spend 6 hours or more watching TV per
day
19%
spend 6 hours or more on the Web for
Personal Usage

14. How would a 14-29
rather kill 15
minutes?
1 %

15. 22%
of 18- to 24-year-olds say they
are watching less TV since they
started using social-networking
sites

16. new
version
more weblike

17. abc
news
web edition

20. higher expectations
the Internet has heightened
“I think
everyone’s expectations of all media.
People expectchoice, control and the
ability to contribute.”
Craig DAVIS, JWT Worldwide

21. This will never
pass the
consumer
tests!

22. mpa ny's
n th e co
ues tio at ight
“I q sel l into w at
ity t o righ t no
a b il mar k et
sum er t p ri c e. ”
co n s cu r r en
t he i Pod'

23. 130 Millions
iPods sold since (forecast including Xmas 07)
because it’s remarkable
because it redefined the way people listen to

25. #1 on Amazon
for 8 consecutive weeks following the
launch in the Health and Personal Care
category, becoming one of the most
successful product launches in

26. 37.000.000
miles run on December 1st, 2007

27. 15M
sold so far

28. +103%
sales in 2006
sold
to Coca-Cola

29. 1.4M
sold

30. 2.3
pods sold in 2006

31. What’s the link between
those über-successful
products?
They’re remarkable

32. Choice
Free time

33. We want
something like
the Dove
movie!

39. Top 100
Companies
for 17 years running, often landing in the top 10

41. new way to
measure brand
impact
1. Awareness
Google rank, Page views, Unique visitors...
2. W.O.M. / Recommendabilityorks
tw
Technorati score, mentions in Social Ne
(YouTube, Facebook, etc.), reviews in shopping
sites...
3. Brand Energy
Vision of what the brand tends to be and defend
+ Perpetual invention to serve this vision
+ Dynamism in its communication

42. Online piracy
devastates
my business

44. 20M books
sold in the world the first day

46. Re-defining
intellectual property

47. We really
need
something
very
aspirational!

48. Sure...

54. 3.300.000
copies sold in the first 12 days in the US

55. But...

60. ma ke sure you offer
added value
“There are wonderful opportunities in
all of this for brands in the creation and
curation of content, services and
utility.
But the bar is, and should be, very
high.”
Craig DAVIS, JWT Worldwide

61. People skip ads
anyway.

62. 388,302 views
YouTube, Dec. 1st 2007

65. Damon, Olivier C:
any number about that?

66. 13 of the top 30 search
terms
in the UK Search Engines contained the
word “Cadbury” on the week of the video
launch
6,000,000 views
and counting...

69. 1282
participations

73. Don’t advertise,
transmit a message
leave people
“The important thing is to
with something: a feeling, a bit of
content or even get them involved
and let them be part of it. As long as it
feels like a gift, rather than an intrusion, it’s
ok.”
Juan CABRAL, Creative Director of Fallon
London

74. I want
more
traffic on
my site.

76. http://fr.youtube.com/user/cansprofessional

85. 2.4 millions
of copies sold in 5 weeks
Titanium Grand
Cannes Advertising Festival 2007

87. Fish
w here the fish are!

88. Social Networks
are just a trend
anyway.

89. Remember slide
11?
17%

90. 96%
of U.S. teens and tweens go
online to participate in a
social network at least once a

91. +3,000%
New users in 6 month for Facebook
UK
+100.000
New users per week for Facebook in
Europe

92. It’s pretty safe to say...
That Social
Networks are
here to stay!

93. OK, but it’s a
teenager thing!

94. Facebook Demographic
16%
41% 12-17
35+
31%
18-24
12%
25-34

97. So, let’s
create
a Social
Network on
our site!

98. Just ten weeks after
launching its own version
of MySpace, Wal-Mart shut
Forbes Magazine

99. But...

101. $15M
in sales by the end of 2007
slide 92

102. Our consumer
want content
from Pros,
not from other
consumers.

108. Don’t
underestimate
62% of consumers now read online product
reviews written by other consumers.
82% of those who read reviews said that their
purchasing decisions have been directly
influenced by those reviews.
Deloitte & Touche, Oct 07

109. Reviews: a bridge
between On and
Nearly 25% of surveyed Internet users reported
reading online reviews prior to paying
for an offline service!
Online reviews about offline services
(restaurants, hotels, automotive...) were a
significant purchase influence for
approximately 3/4 of review users.

110. But if we integrate
some user-generated
content, who’s
gonna
moderate?

113. 16%
Negativ
84% Entries
30k+
the micro-site attracted more than 620.000
visitors, spending on average more than 9
minutes, and nearly two-thirds of them went

114. Fear not!
Consumers generally have good
intentions when writing reviews.
90% write reviews in order
to help others make better buying
decisions.
Nearly 80% write reviews in order
to reward a company.
BazaarVoice, US users, Aug-Oct 07

115. Fear not!
Negative Everytime
Tone of Online or Most Times
Feedback for 11% 2%
Products and Eq.
Split
Services on
Bazaarvoice. 51%
Positive
US, Aug-Oct 07 Everytime
36%
Positive
Most

116. 2 Life,
nd
MySpace,
Twitter,
Facebook,
Sony’s home...
What’s next?

121. Michael Dell is less
concerned with the
ROI of emerging
media and more
concerned with

122. "The learning is now.
You are a pioneer, and
with that comes first-
mover advantage"
Joseph Jaffe, the marketing consultant who
advised Coke on its 2nd Life presence

123. E xperiment
and learn.
It's the only way to understand the real
poten tial of the platforms in front of us.
Kee p the size of the experiment small so
th at you have the freedom to explore it.
Forrester’s Marketing Blog

124. That’s scary...