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SixandCo : presentation WFA Toronto 03/25/07


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SixandCo : presentation WFA Toronto 03/25/07

  1. 1. The relation between consumers and advertisers in the Web 2.0 environment <ul><li>Frédéric Colas, CEO of SixandCo </li></ul><ul><li>WFA Global Advertising Summit </li></ul><ul><li>Toronto – April 25th 2007 </li></ul>
  2. 2. The Digital Age Welcome to the Digital Age ! Where every aspect of social life can now be a digital experience
  3. 3. The Digital Age Welcome to the Web 2.0 ! Where the internet moves from a giant information and shopping center to a worldwide network of communities with millions of active participants
  4. 4. The Digital Age Welcome to the Web 2.0 ! How do the relations between Consumers and Advertisers evolve ?
  5. 5. The Digital Age A power shift
  6. 6. A Power Shift <ul><li>The Web 2.0 has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched. </li></ul>Consumer Search Engine Forums Blogs CGC & Videos Brand site 1 Brand site 2 Internet portal Internet portal Online press Online press
  7. 7. A Power Shift <ul><li>Consumers massively express themselves and share opinions… including about brands and products </li></ul>
  8. 8. A Power Shift <ul><li>… And they trust more each other than they trust advertising </li></ul>
  9. 9. A Power Shift <ul><li>The New Marketing Dividing Line </li></ul><ul><li>Brand-Generated Communication </li></ul><ul><li>Vs </li></ul><ul><li>Consumer-Generated Content </li></ul><ul><li>… fighting for their share of influence over consumers’ purchase decisions </li></ul>
  10. 10. The Digital Age New challenges
  11. 11. New challenges <ul><li>With more skeptical, more connected, more informed, more powerful consumers… </li></ul><ul><li>Advertisers need to : </li></ul><ul><ul><li>Re-think their « official » brand communication to continue influencing consumers choices </li></ul></ul><ul><ul><li>Understand how to be part of the conversations in order to « influence » the Consumer-generated content </li></ul></ul><ul><ul><li>Leverage consumer participation to be more effective and relevant </li></ul></ul>
  12. 12. The Digital Age Re-building the Relation
  13. 13. Re-building the Relation Balanced Transparent Interactive Collaborative Diverse
  14. 14. <ul><li>Co-creation: </li></ul><ul><ul><li>Through dialogue and interaction, actively and deeply involving consumers and solicit ideas and participation in the creative process (product, advertising, customer services…) </li></ul></ul><ul><ul><li>The next generation of R&D, consumer research and creative process for agencies, all-in-one </li></ul></ul>Re-building the Relation 1. Insight 2. Feedback 3. Co-ideation 4. Co-development Stages of Consumer Involvement
  15. 15. Re-building the Relation
  16. 16. A keyword to conclude CO Co -ownership Co llaborative Co -creation Co mmunities
  17. 17. A few questions to finish with How to make your organization and culture compatible with dialogue ? How much control will you give up to your consumers ? Who is liable for the content ? How bold and open will you be when facing negative comments ?
  18. 18. Thank you! <ul><li>Frédéric Colas </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>