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markerting viral

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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markerting viral

  1. 1. 4ème rencontre des 1000 de l’Ouest Marketing viral : Les nouvelles formes de communication Henri Labarre – Ernst & Young – www.2803.com
  2. 2. Sommaire <ul><li>Quelques définitions </li></ul><ul><li>Données de cadrage Internet </li></ul><ul><li>Comment communiquer sur intelligemment sur Internet? </li></ul><ul><li>Que proposer pour un buzz réussi? </li></ul><ul><li>Dans quel cas faire une campagne de marketing viral? </li></ul><ul><li>Quel est le budget d’une campagne sur Internet? </li></ul><ul><li>Le risque d’une campagne </li></ul><ul><li>Exemples de campagnes virales </li></ul>
  3. 3. Quelques définitions <ul><li>Marketing viral : </li></ul><ul><ul><li>Toucher volontairement une cible très large pour un coût très faible </li></ul></ul><ul><li>Street marketing : </li></ul><ul><ul><li>Action marketing dans la rue faisant intervenir le public </li></ul></ul><ul><li>Guerrilla marketing : </li></ul><ul><ul><li>Marketing non conventionnel (innovant, créatif et original) à petit budget </li></ul></ul><ul><ul><li>----------- </li></ul></ul><ul><li>Buzz marketing : </li></ul><ul><ul><li>Du marketing viral plus ou moins sollicité par les clients </li></ul></ul>Classique Engagé
  4. 4. Données de cadrage sur Internet <ul><li>Internet version haut débit : </li></ul><ul><ul><li>11 millions d’abonnés ADSL en France </li></ul></ul><ul><li>Le phénomène blogs : </li></ul><ul><ul><li>57 millions de blogs dans le monde </li></ul></ul><ul><ul><li>La France un pays de blog avec plus d’un million de blogs actifs </li></ul></ul><ul><li>L’email : </li></ul><ul><ul><li>90% des internautes transfèrent du contenu par le biais de l’email (étude US) </li></ul></ul><ul><ul><li>88% des emails transférés contiennent des blagues ou des BD </li></ul></ul><ul><li>Internet devient un nouveau média à ne pas négliger </li></ul>
  5. 5. Comment communiquer intelligemment sur Internet ? <ul><li>A faire : </li></ul><ul><ul><li>Utiliser les blogs pour véhiculer vos messages marketing. </li></ul></ul><ul><ul><ul><li>Passer par des prestataires spécialisés (reviewme, influence, W2 media, buzzparadise …) </li></ul></ul></ul><ul><ul><li>Proposer du contenu pour les réseaux sociaux comme youtube, myspace, dailymotion, Second Life… </li></ul></ul><ul><ul><ul><li>Intégrer ces plateformes dans les plans medias de vos campagnes marketing </li></ul></ul></ul><ul><li>A éviter : </li></ul><ul><ul><li>L’envoi massif d’emails, ils doivent être le résultat du buzz généré </li></ul></ul><ul><ul><li>Créer des « faux » blogs pour tromper le consommateur. </li></ul></ul><ul><ul><ul><li>Expérience malheureuse de Vichy/EuroRSCG </li></ul></ul></ul>
  6. 6. Que proposer pour une campagne réussie? <ul><li>Des jeux / animations sur des sites dédiés : </li></ul><ul><ul><li>Le jeu paparazzi de Peerflix </li></ul></ul><ul><li>Des vidéos virales : </li></ul><ul><ul><li>Campagne dailymotion de Thomson pour sa gamme de GPS </li></ul></ul><ul><li>Des concours de créations dotés de lots : </li></ul><ul><ul><li>ElanSki propose aussi un concours de design d’une paire de ski </li></ul></ul><ul><li>Des ebooks : </li></ul><ul><ul><li>37signals.com qui a vendu 2000 copies d’un ebook en une journée s’appuyant sur un buzz très important repris par les blogs. Depuis c’est 400k$ de revenus. </li></ul></ul><ul><ul><li>Toujours donner quelques choses </li></ul></ul>
  7. 7. Dans quel cas faire une campagne de marketing viral? <ul><li>Pour un lancement produit ou un évènement </li></ul><ul><ul><li>France 24 a donné la primeur de l’information avec des blogueurs influents internationaux pour relayer de l’information liée au lancement de la chaîne. </li></ul></ul><ul><li>Pour gagner améliorer sa notoriété vis-à-vis des concurrents </li></ul><ul><ul><li>Blendtec avec ses vidéos décalées présentant les qualités des produits de la marque </li></ul></ul><ul><li>Poursuivre à moindre coût la durée de vie d’une action marketing sur le media Internet </li></ul><ul><ul><li>La série LOST avait prolongé l’intrigue sur Internet avec des sites Internet cachés </li></ul></ul>
  8. 8. Quel est le budget d’une campagne sur Internet? <ul><li>Cela n’est presque pas qu’une question d’argent, certaines campagnes à 1000 € peuvent parfois avoir un impact énorme. </li></ul><ul><li>Sponsoriser un article sur un blog coûte entre 10€ le CPM ou 100$ en facial. </li></ul><ul><li>Mettre une vidéo sur dailymotion et sur Youtube ne coûte rien (mis à part le coût de production). </li></ul><ul><li>Si vous donnez des produits aux blogueurs ce coût est à intégrer dans votre coût global. </li></ul>Il faut avant tout penser en terme d’objectif et non en trafic généré
  9. 9. Mais il faut savoir à quoi l’on s’expose… <ul><li>N’ayez pas peur des détournements de votre image, cela participe à la magie du buzz… </li></ul><ul><ul><li>Cf les parodies de la publicité TV Alice sur dailymotion plus ou moins glorieuses </li></ul></ul><ul><ul><li>Cf les critiques de la campagne SNCF sur certains blogs influents </li></ul></ul><ul><li>Que ces détournements soit a posteriori ou a priori… </li></ul><ul><ul><li>Les vidéos avec les expériences mentos/diet coke (fabrication d’un cocktail détonnant), soutenues par la suite par les deux marques </li></ul></ul>L’essentiel étant que l’on parle de vous!
  10. 10. Exemples campagnes « Thomson Intuiva » « La course à l’Élysée » Thomson 141 937 vues sur dailymotion + un relais sur des blogs influents
  11. 11. Exemples de buzz « Diet coke + mentos »
  12. 12. Exemples campagnes « France24 » « Lancement de France24 » - 50 000 vues sur dailymotion - Des citations sur des blogs internationaux ayant une audience qualifiée comme Rocketboom (60 000 vidéos téléchargées par jour)
  13. 13. Sources d’informations <ul><li>Sources d’informations : </li></ul><ul><ul><li>http://del.icio.us/riri1310/1000delouest </li></ul></ul><ul><li>Mes blogs : </li></ul><ul><ul><li>http://www.2803.com </li></ul></ul><ul><ul><li>http://design.2803.com </li></ul></ul><ul><ul><li>http://music.2803.com </li></ul></ul><ul><ul><li>http://www.french20.fr </li></ul></ul><ul><li>Contact : </li></ul><ul><ul><li>hlabarre @ gmail.com </li></ul></ul>
  14. 14. Annexes
  15. 15. Campagne : The Axe effect
  16. 16. Exemple de guerilla marketing

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