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LIVErtising 2018 02 a cluetrain update anno 2018 slideshare version

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Keynote 02 of my Master course in digital marketing communication at IHECS, Brussels

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LIVErtising 2018 02 a cluetrain update anno 2018 slideshare version

  1. 1. LIVErtising.netS 2017-18 1 A Cluetrain update anno 2018 1 Issues in marketing communication 2017-18 #02
  2. 2. Communication models have evolved - HOW?
  3. 3. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
  4. 4. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion offline ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
  5. 5. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
  6. 6. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
  7. 7. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
  8. 8. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA
  9. 9. Recent evolution of COMMUNICATION MODELS 1 2 3
  10. 10. Recent evolution of COMMUNICATION MODELS 1 2 3
  11. 11. Recent evolution of COMMUNICATION MODELS 1 2 3
  12. 12. Recent evolution of COMMUNICATION MODELS 1 2 3
  13. 13. Recent evolution of COMMUNICATION MODELS 1 2 3“10 + 2”
  14. 14. Recent evolution of COMMUNICATION MODELS 1 2 3“10 + 2” “102”
  15. 15. An advertising MEDIA TYPOLOGY : POE P
  16. 16. An advertising MEDIA TYPOLOGY : POE P O
  17. 17. An advertising MEDIA TYPOLOGY : POE P O E
  18. 18. Present trends
  19. 19. Influencers, the new UGC?
  20. 20. An influencer is someone who carries influence over other people, within a community or on a particular channel of communication, i.e. social media or a specific social platform.
  21. 21. An influencer is someone who carries influence over other people, within a community or on a particular channel of communication, i.e. social media or a specific social platform. Celebrity endorsement is the early form of influencer marketing
  22. 22. LIVErtising.netS 2017-18 9
  23. 23. LIVErtising.netS 2017-18 9
  24. 24. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
  25. 25. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
  26. 26. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
  27. 27. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
  28. 28. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/
  29. 29. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/
  30. 30. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/ 1.
  31. 31. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/ 1. 2.
  32. 32. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/ 1. 2. 3.
  33. 33. LIVErtising.netS 2017-18 12 https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic
  34. 34. LIVErtising.netS 2017-18 12 https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic Engagement?
  35. 35. Recent evolution of COMMUNICATION MODELS 1 2 3
  36. 36. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Build a fan base Publish on FB page
  37. 37. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Build a fan base Publish on FB page Build a presence
  38. 38. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Build a fan base Publish on FB page Listen Build a presence
  39. 39. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM Build a presence
  40. 40. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM InteractBuild a presence
  41. 41. LIVErtising.net 14 The ENGAGEMENT engine Amplify Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM InteractBuild a presence
  42. 42. Engagement ?
  43. 43. Engagement ?Engagement ? E = I x A
  44. 44. LIVErtising.net EmbedsI AE
  45. 45. LIVErtising.net EmbedsI A
  46. 46. LIVErtising.net EmbedsA
  47. 47. LIVErtising.net Embeds
  48. 48. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
  49. 49. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
  50. 50. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
  51. 51. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
  52. 52. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448
  53. 53. LIVErtising.net Get your IM right 18 Following vs engagement
  54. 54. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail
  55. 55. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Align IM with your strategy
  56. 56. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Align IM with your strategy
  57. 57. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Align IM with your strategy
  58. 58. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Disclosure is essential Align IM with your strategy
  59. 59. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Disclosure is essential Align IM with your strategy Leverage IM for other purposes
  60. 60. LIVErtising.netS 2017-18 19 ROI?
  61. 61. LIVErtising.netS 2017-18 19 ROI?
  62. 62. LIVErtising.netS 2017-18 20 https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/
  63. 63. LIVErtising.netS 2017-18 20 https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/
  64. 64. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/
  65. 65. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/ Benchmarking
  66. 66. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/ Benchmarking
  67. 67. LIVErtising.netS 2017-18 22 http://www.netpromotersystem.com/about/the-numbers-behind-net-promoter-system.aspx#
  68. 68. Today’s advertising media typology : POES P O E
  69. 69. Today’s advertising media typology : POES P O E S
  70. 70. LIVErtising.net 24 Influencer platforms https://www.businesswire.com/news/home/20160726005961/en/Altimeter-TapInfluence-Release-Influencer-Marketing-Manifesto-Study
  71. 71. LIVErtising.net 24 Influencer platforms https://www.businesswire.com/news/home/20160726005961/en/Altimeter-TapInfluence-Release-Influencer-Marketing-Manifesto-Study
  72. 72. LIVErtising.netS 2017-18 25 http://e.businessinsider.com/public/12066853
  73. 73. LIVErtising.netS 2017-18 26
  74. 74. Your face, your digital identity
  75. 75. LIVErtising.netS 2017-18 28
  76. 76. LIVErtising.netS 2017-18 29
  77. 77. LIVErtising.netS 2017-18 29
  78. 78. LIVErtising.netS 2017-18 30
  79. 79. LIVErtising.netS 2017-18 30
  80. 80. LIVErtising.netS 2017-18 30
  81. 81. LIVErtising.netS 2017-18 31
  82. 82. LIVErtising.netS 2017-18 31 Biometrics
  83. 83. LIVErtising.netS 2017-18 32 Biometrics
  84. 84. LIVErtising.netS 2017-18 33
  85. 85. LIVErtising.netS 2017-18 34
  86. 86. LIVErtising.netS 2017-18 35
  87. 87. LIVErtising.netS 2017-18 35
  88. 88. LIVErtising.netS 2017-18 36
  89. 89. LIVErtising.netS 2017-18 37
  90. 90. TV
  91. 91. LIVErtising.netS 2017-18 39
  92. 92. LIVErtising.netS 2017-18 39
  93. 93. LIVErtising.netS 2017-18 40
  94. 94. LIVErtising.netS 2017-18 40
  95. 95. LIVErtising.netS 2017-18 41
  96. 96. LIVErtising.netS 2017-18 42
  97. 97. LIVErtising.netS 2017-18 OTT vs LINEAR TV
  98. 98. LIVErtising.netS 2017-18 OTT vs LINEAR TV Second… screen
  99. 99. LIVErtising.netS 2017-18 OTT vs LINEAR TV Second… screen IPTV
  100. 100. LIVErtising.netS 2017-18 44
  101. 101. LIVErtising.netS 2017-18 45
  102. 102. AR / VR
  103. 103. LIVErtising.netS 2017-18 47
  104. 104. LIVErtising.netS 2017-18 48
  105. 105. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
  106. 106. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
  107. 107. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
  108. 108. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
  109. 109. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
  110. 110. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming
  111. 111. LIVErtising.netS 2017-18 50 https://www.campaignlive.co.uk/
  112. 112. LIVErtising.netS 2017-18 51
  113. 113. LIVErtising.netS 2017-18 51
  114. 114. LIVErtising.netS 2017-18 52
  115. 115. LIVErtising.netS 2017-18 52
  116. 116. Here comes the VOICE web
  117. 117. LIVErtising.netS 2017-18 54
  118. 118. LIVErtising.netS 2017-18 54 4
  119. 119. LIVErtising.netS 2017-18 55
  120. 120. LIVErtising.netS 2017-18 56
  121. 121. LIVErtising.netS 2017-18 56
  122. 122. LIVErtising.netS 2017-18 57 https://blog.drift.com/chatbots-report/
  123. 123. LIVErtising.netS 2017-18 57 A computer programme designed to simulate conversation with human users, especially over the internet, orally or in writing, usually accessed through apps, websites or instant messaging platforms https://blog.drift.com/chatbots-report/
  124. 124. LIVErtising.netS 2017-18 57 A computer programme designed to simulate conversation with human users, especially over the internet, orally or in writing, usually accessed through apps, websites or instant messaging platforms https://blog.drift.com/chatbots-report/ A bot is nothing more than a computer program that automates certain communication tasks, typically by chatting with a user through a conversational interface.
  125. 125. LIVErtising.netS 2017-18 58
  126. 126. LIVErtising.netS 2017-18 59
  127. 127. LIVErtising.net 60 How are bots evolving?
  128. 128. LIVErtising.net 60 How are bots evolving?
  129. 129. LIVErtising.net 60 How are bots evolving? Website online chat
  130. 130. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot
  131. 131. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot
  132. 132. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot Learning bot (website or in-app)
  133. 133. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot Learning bot (website or in-app) Cross-platform conversational bot
  134. 134. LIVErtising.netS 2017-18 61
  135. 135. LIVErtising.netS 2017-18 61
  136. 136. LIVErtising.netS 2017-18 62
  137. 137. LIVErtising.netS 2017-18 63 https://blog.audioboom.com/best-practices-in-podcast-advertising-62db494e0307
  138. 138. LIVErtising.netS 2017-18 63 https://blog.audioboom.com/best-practices-in-podcast-advertising-62db494e0307
  139. 139. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 1 2 3 4 5 6
  140. 140. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 2 3 4 5 6
  141. 141. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 3 4 5 6
  142. 142. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 4 5 6
  143. 143. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 5 6
  144. 144. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 6
  145. 145. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS
  146. 146. IoT
  147. 147. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
  148. 148. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
  149. 149. LIVErtising.netS 2017-18 67 3
  150. 150. LIVErtising.netS 2017-18 68
  151. 151. LIVErtising.netS 2017-18 68
  152. 152. LIVErtising.netS 2017-18 68
  153. 153. LIVErtising.netS 2017-18 68
  154. 154. LIVErtising.netS 2017-18 68
  155. 155. LIVErtising.netS 2017-18 68
  156. 156. LIVErtising.netS 2017-18 68
  157. 157. LIVErtising.netS 2017-18 69
  158. 158. LIVErtising.netS 2017-18 range power
  159. 159. LIVErtising.netS 2017-18 range power
  160. 160. LIVErtising.netS 2017-18 range power
  161. 161. LIVErtising.netS 2017-18 range power
  162. 162. LIVErtising.netS 2017-18 range power
  163. 163. LIVErtising.netS 2017-18 71
  164. 164. LIVErtising.netS 2017-18 72
  165. 165. LIVErtising.netS 2017-18 73 Influencer marketing Visual communic ation IoT Voice
  166. 166. LIVErtising.netS 2017-18 74
  167. 167. LIVErtising.netS 2017-18 74
  168. 168. LIVErtising.netS 2017-18 75
  169. 169. LIVErtising.netS 2017-18 75 Voice
  170. 170. LIVErtising.netS 2017-18 75 IoTVoice
  171. 171. Adblockers
  172. 172. The new Cluetrain
  173. 173. LIVErtising.net The new Cluetrain 78 New media channels & interaction models
  174. 174. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence
  175. 175. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity
  176. 176. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption
  177. 177. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The internet of Voice and Things
  178. 178. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The internet of Voice and Things
  179. 179. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly The internet of Voice and Things
  180. 180. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks The internet of Voice and Things
  181. 181. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks AI The internet of Voice and Things
  182. 182. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks AI Privacy Issues The internet of Voice and Things
  183. 183. LIVErtising.netS 2017-18 79
  184. 184. LIVErtising.netS 2017-18 80
  185. 185. LIVErtising.netS 2017-18 80
  186. 186. LIVErtising.netS 2017-18 80
  187. 187. LIVErtising.netS 2017-18 80
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  197. 197. LIVErtising.netS 2017-18 83
  198. 198. LIVErtising.netS 2017-18 84
  199. 199. LIVErtising.netS 2017-18 84
  200. 200. LIVErtising.net The new Cluetrain 85 The FB & Google Duopoly Neobanks AI Privacy Issues
  201. 201. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA singularity
  202. 202. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA algo rhithmic singularity
  203. 203. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA algo rhithmic singularity
  204. 204. LIVErtising.net 87 Recent evolution of COMMUNICATION MODELS 1 2 3
  205. 205. LIVErtising.net 87 Recent evolution of COMMUNICATION MODELS 1 2 3 4
  206. 206. LIVErtising.netS 2017-18 88
  207. 207. LIVErtising.netS 2017-18 89

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