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Sam Berteloot - Online meetup #6 31 mai

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Sam Berteloot - Online meetup #6 31 mai

  1. 1. How the internet is evolving and marketeers have to act! Prepared By: Sam Berteloot, Managing Partner, InSites Consulting Prepared For: IAB Romania May 2010
  2. 2. <ul><li>About sam & insites </li></ul>
  3. 3. Where do we fit in the market? Broad focus, no niche player All key marketing challenges Full spectrum of online methods Global coverage Broad range of industries Benefiting from being mid-sized 90 passionate people across 5 locations Centralized operations, localized content Fully independent, ensuring long-term focus Staying ahead of the game Award winning ForwaR&D Lab Co-creating the future Marketing vision & consulting No productized thinking or black boxes Thought leadership Taking a stance
  4. 7. 17 Challenges
  5. 8. 16 countries 32 000+ participants 200 in online community Belgium N = 2.119 The Netherlands N = 2.038 France N = 2.000 United Kingdom N = 2.017 Germany N = 2.028 Switzerland N = 1.996 Poland N = 2.022 Romania N = 2.035 Hungary N = 2.010 Spain N = 2.196 Italy N = 2.086 Greece N = 1.971 Denmark N = 1.986 Norway N = 2.016 Sweden N = 2.081 Finland N = 2.005
  6. 9. Greece 42% 4 million Sweden 82% 6,2 million Finland 75% 3,3 million Poland 44% 14 million Romania 32% - 5,7 million Internet penetration > 75% Internet penetration < 50% Norway 83% 3,1 million The Netherlands 85% - 11,4 million France 61% 31,6 million UK 73% 36,6 million Germany 69% 48,6 million Switzerland 73% 4,6 million Italy 52% 26,5 million Spain 50% 19 million Denmark 80% - 3,5 million Internet penetration 50 - 75% Belgium 66% 5,8 million (*) Countries measured in MC DC 2009 Source: MC DC 2009 CATI research and Forrester data Hungary 45% - 3,8 million
  7. 11. Among internet users in Romania vs All other countries 65% - 35yo 38% 33% 55% 11% 14% 55% 29% 98% 98% 92% 90% 20% 49% 50% - 50% 49% - 51%
  8. 12. TV 63% Radio 36% TV 12% Mob phone 36% Among internet users in Romania vs All other countries 50% 46% 19% week+ 52% 27% week+ 21% 55% week+ 43% 58% knows 72% 25% too much 41% @ 45% 34% 19% 57%
  9. 13. <ul><ul><li>Informational evolution (1994-2000) </li></ul></ul><ul><ul><li>Transactional evolution (2001-2007) </li></ul></ul><ul><ul><li>Social evolution (2008-…) </li></ul></ul>
  10. 14. 49% on a SNS in Romania Among internet users in Romania vs All other countries 24% 38% 49% 60% Other (eg Hi5)
  11. 15. <ul><ul><li>Social interactions </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Unleashing creativity </li></ul></ul><ul><ul><li>Information search </li></ul></ul><ul><ul><li>Escapism but utility is increasing </li></ul></ul>
  12. 16. <ul><ul><li>22% updates profile at least weekly </li></ul></ul><ul><ul><li>29% checking others at least weekly </li></ul></ul><ul><ul><li>12% has own blog </li></ul></ul>Among internet users on SNS in Romania
  13. 17. <ul><ul><li>30% became a friend of a brand </li></ul></ul><ul><ul><li>40% encouraged others to do this </li></ul></ul><ul><ul><li>38% says they share more product / brand experiences with other Internet users than in the past </li></ul></ul><ul><ul><li>56% shared at least 1 positive brand experience online in the past 12 months </li></ul></ul><ul><ul><li>51% shared at least 1 negative brand experience online in the past 12 months </li></ul></ul>Among internet users on SNS in Romania
  14. 18. <ul><ul><li>To voice a brand experience </li></ul></ul><ul><ul><li>(negative or positive): </li></ul></ul><ul><ul><li>57% would use the brand website itself </li></ul></ul><ul><ul><li>46% a topical forum </li></ul></ul><ul><ul><li>20% a product evaluation / comparison site </li></ul></ul><ul><ul><li>9% a SNS </li></ul></ul><ul><ul><li>68% checks peer reviews before purchasing a product or service </li></ul></ul><ul><ul><li>57% admits their buying intention decreases after reading negative experiences online from other consumers </li></ul></ul>Among internet users on SNS in Romania
  15. 19. The Marketing Paradox
  16. 20. ? Conversations are going on - Conversations have impact ! What is the impact of conversations and what will the impact be on marketing practice?
  17. 21. The advertiser is dead!
  18. 22. The Conversation Manager by Steven Van Belleghem #CM48
  19. 23. Word of mouth
  20. 25. Word of mouth B.G.
  21. 26. Wor L d of mouth A.G.
  22. 27. Speed INCREASES
  23. 28. Speed
  24. 29. Speed 9 months 3 months
  25. 30. Speed 9 months 3 months
  26. 31. A revolution implies CHANGE
  27. 32. Not just about observing & joining social media
  28. 33. integration of word-of-mouth in all marketing thinking & acting
  29. 34. Philosophy Conversation Advertising Brand
  30. 35. Conversation Activation Brand Philosophy
  31. 36. STEP 1: Brand leverage
  32. 40. Brand identification is KEY for the Conversation Manager 1
  33. 41. Step2: Advertising becomes ACTIVATION
  34. 42. Advertising is the start of a good conversation
  35. 44. Number of followers Number of re-tweets Number of mentions
  36. 45. Number of fans Number of sharing Number of reactions
  37. 46. What should people tell each other
  38. 47. Activation for the sake of activation
  39. 49. 7  350.000.000
  40. 51. 1.200.000 entries  6 finalist Jury with top chefs Winner gets 1% of turnover  50-65K/year
  41. 52. Giving Back!
  42. 53. What should consumers be saying to each other after they’ve seen my ad? 2
  43. 54. Step 3: Manage your conversations
  44. 55. Conversation Activation Brand Philosophy
  45. 56. As a manager As a brand As a peer
  46. 57. As a manager
  47. 58. As a brand
  48. 59. “ Please don’t change OUR brand; we love it the way it is” As a peer
  49. 60. “ Please don’t change OUR brand; we love it the way it is”
  50. 61. OUCH!
  51. 62. OUCH! “ It’s our page, we set the rules” Nestlé, on its own fanpage...
  52. 63. Listen Ask questions Open Honest Personal Engagement  Thank you!
  53. 64. Joining the conversation is the essence of marketing 3
  54. 65. That’s the philosophy of… The Conversation Manager
  55. 66. A story of CHANGE
  56. 68. integration of word-of-mouth in all marketing thinking & acting
  57. 69. Long term goal: Be ambitious
  58. 70. “ Success is going from failure to failure without the loss of enthusiasm”
  59. 72. <ul><li>Sam Berteloot </li></ul><ul><ul><li>Managing Partner InSites Consulting </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>twitter.com/samberteloot </li></ul></ul><ul><ul><li>Tel. +32 9 269.16 .05 </li></ul></ul><ul><ul><li>Mobile +32 496 23.29.21 </li></ul></ul><ul><li>InSites Consulting </li></ul><ul><ul><li>Head office </li></ul></ul><ul><ul><li>Evergemsesteenweg 195 </li></ul></ul><ul><ul><li>B-9032 Gent (Belgium) </li></ul></ul><ul><ul><li>Tel. +32 9 269 15 00 </li></ul></ul><ul><ul><li>Fax. +32 9 269 16 00 </li></ul></ul><ul><ul><li>Other offices </li></ul></ul><ul><ul><li>Rotterdam | London | Geneva </li></ul></ul><ul><ul><li>www.insites.eu | [email_address] </li></ul></ul>

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