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Emerging Media, the Effect they Have on your Customer Behaviours and your Marketing Strategy

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Emerging Media, the Effect they Have on your Customer Behaviours and your Marketing Strategy

  1. Sandrine Plasseraud Brand Manager Small Cars & Customer Offers Emerging Media & the effect they have on customer behaviors and on your ability to generate insights.  Create business strategies accordingly
  2. “ Emerging” Media and Effect they have on customer behaviour <ul><li>Social Networking </li></ul><ul><li>Online gaming </li></ul>
  3. “ Emerging” Media and Web 2.0
  4. Netvibes – keep up with the rest of the world easily
  5. Facebook – What are your friends doing ?
  6. Twitter – what are you doing ?
  7. “ Emerging” Media and Effect they have on customer behaviour User Generated Content
  8. Consumers trust UGC
  9. 36% wouldn’t buy a product with negative comments online
  10. 57% are influenced by online comments about a product
  11. <ul><li> Product </li></ul><ul><li> Price </li></ul><ul><li> Place </li></ul><ul><li> Promotion </li></ul><ul><li>… . </li></ul><ul><li> PARTICIPATION </li></ul>Forget the 4 Ps !
  12. Blog me I’m famous ! <ul><li>Andy Warhol, 1968 : “In the future, everyone will be world-famous for 15 minutes”. </li></ul><ul><li>2007 : “In the future, everyone will be famous to fifteen people” </li></ul>
  13. Viral and Buzz Marketing <ul><li>a satisfied customer tells 3 people about it </li></ul><ul><li>a dissatisfied customer tells 11 people about it </li></ul>Identifying individuals with high Social Networking Potential can help you buzz your brand or your products, especially online Bloggers = influencers with high social networking potential Bloggers – “Twitters” – “Facebookers” – etc.
  14. Twingo Concept
  15. Twingo Concept & Bloggers <ul><li>A Viral Marketing Strategy in 2 Phases : </li></ul><ul><li> 5 bloggers invited to the Paris Motorshow as “VIP” (29 th September 2006) </li></ul><ul><li> Seeding operation targeting 30 bloggers (from the 30 th of September) </li></ul>
  16. Twingo Concept & Blogger 1 <ul><li>20 yrs old blogger </li></ul><ul><li>design </li></ul><ul><li>new technologies </li></ul><ul><li>urban </li></ul>
  17. Twingo Concept & Blogger 2 <ul><li>30 years old </li></ul><ul><li>viral marketing </li></ul>
  18. Twingo Concept & Blogger 3 <ul><li>25 years old </li></ul><ul><li>viral marketing </li></ul><ul><li>e-commerce </li></ul><ul><li>internet </li></ul>
  19. Twingo Concept & Blogger 4 <ul><li>30 years old </li></ul><ul><li>Famous DJ </li></ul><ul><li>Music </li></ul><ul><li>Travel </li></ul>
  20. Twingo Concept & Blogger 4
  21. Twingo Concept – Seeding Operation
  22. Twingo Concept – Seeding Operation
  23. Twingo Concept & Bloggers - Results
  24. <ul><li> Product </li></ul><ul><li> Price </li></ul><ul><li> Place </li></ul><ul><li> Promotion </li></ul><ul><li>… . </li></ul><ul><li> PARTICIPATION </li></ul>Forget the 4 Ps !
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