17!LaMercatique!YOU HAVE TO KNOW EVERY
TOOL!Digital is mainly about PEOPLE and how they interact.!It’s not about tools. !Tools or tactics are no strategy !It’s better if you use some of them in order to better understandthem but you don’t need to know/use all of them (impossible!)!1!
20!LaMercatique!THE SOCIAL WEB IS FREE!Since
it’s free to update in the social media space, a shortcut to gratuity iseasily found. The social web has a cost. First,it requires time and effort on a long-term basis. You could have spentthis time doing something else and everyone knows that time is money. Moreover, we must create content that will deserve attention and this isoften far from being free. !3!
21!LaMercatique!TO BE ON FACEBOOK YOU
HAVE TOCREATE A FAN PAGE!You cannot avoid Facebook, that’s a reality with almost 1 b users,but if you create engaging/useful content, people will share themon Facebook – Having a page won’t help your content to be morevisible unless you’ve got a big fans base with a high engagementrate.!4!
22!LaMercatique!INSTAGRAM IS NOT WORTH $1
B!Well that’s not a lie, it certainly was not worth $1b but Facebookbought it for 2 main reasons :!1. Everything is about photo/video!2. The mobile strategy!(and also because Google and Twitter wanted to buy it too)!5!
23!LaMercatique!YOU CAN CREATE A BRAND
COMMUNITY!Its pretty rare to see an advertiser that isnt talking about creating a "brandcommunity". Im with you - the idea is attractive. !Remember that being part of a community means sharing a value system. It isalso typically viewed as a way of deﬁning oneself to others. !Do you really believe that all brands can create communities just by opening aFacebook page? !6!
24!LaMercatique!YOU WILL HAVE FAST RESULTS!This
is probably one of the worst lies youll ever hear but as marketers usuallydemand short-term ﬁnancial ROI (read: "what will I get out of this monthsblogger operation?"), it would be abnormal if there werent people trying tomake you believe that the social web is quick and easy. !However, the social web is neither easy nor quick. It requires a turn back tomarketing basics, above all, and asking the right questions in order to trulyreach consumers and earn respect for your brand.!7!
26!LaMercatique!AND SCAN QR CODE!6.2% U.S.
mobile users (14 m users) have scan a code (1D or 2D) in june 2011(Comscore).!- 58% have scanned at home, 39,4% in retail shops and 24.5% in supermarkets!- In 81% the aim was to compare prices!!Truly, brands are putting QR code without explaining why people should scan them oreven how it is working…!!9!
31!LaMercatique!THERE IS NO R.O.I.!The consulting
ﬁrm McKinsey took a fairly standard example of a company investing in thesocial web without having any idea of the value of their actions. !To compare what is comparable, they considered KPIs such as: !1. Volume of positive opinions about the brand !2. S.E.O.&S.M.O. on search engines !3. Improved sales!!Their results showed that the social web improved sales but and had a better ROI thantraditional media to the extent that it would enhance a brands reputation over the long term.!
32!LaMercatique! I’LL MISS WHAT PEOPLE ARE
SAYING ABOUT ME ONLINE! I’LL MISS AN OPPORTUNITY TO IMPROVE MY CRM! I WON’T ACKNOWLEDGE THE DECLINE OF CLASSIC ADVERTISING! I WON’T “GET” GENERATION Y AND THEIR USE OF THE WEB! I MAY MISS OPPORTUNITIES TO QUICKLY HANDLE POTENTIAL CRISIS! ...!WHAT HAPPENS IF I DON’T MAKETHE INVESTMENT ? [R.O.N.I.]!Source : F. Guillot!
35!LaMercatique!UNDERSTAND YOUR CONSUMER’SDECISION JOURNEY!!!One of
McKinsey’s clients, after discovering that consumers !often eliminated them from their decision set, set out to ﬁnd out why. They studiedconsumers actively searching for a TV and found :! Off-line channels are only inﬂuential in the “consider” phase! During the evaluation stage, people use search engines much less than Amazon andother retail sites that show consumer reviews and allow product comparisons ! Display ads are only relevant if they include a promotional offer – and only whenconsumers are already ready to buy! 1/10 consumers visit the brand’s website! Consumers have strong relationships with several brands after purchase! Consumers often talk about and rate their purchases after the fact! Consumers tend to turn to review sites for troubleshooting advice! !
42!LaMercatique!DIGITAL IS NOT [ABOVE ALL]
ARACE AHEAD !1. Need to go back to the farmer market and become sales guy!2. Focus on your brand mission and not on ﬁnished products!3. Consider digital as a serie of tools but not as an end in itself!4. There are no short term directly ﬁnancial R.O.I. In the social web!