This document discusses how marketers must adapt to the new organic world where people are interconnected through social and mobile platforms. It notes that algorithms shape this organic world by determining what content people see. It also states that content is the best asset for boosting organic reach on platforms like Facebook, and that the lines between advertising and content are blurring. Brands must use data and content to have meaningful communications that provide value to people.

1. MARKETEER IN
AN ORGANIC
WORLD
BDMA – CONGRESS
HUGUES L. REY – 9TH OF OCTOBER 2014

2. SET UP THE SCENE
WE LIVE IN AN ORGANIC WORLD
* +1.5 BILLION PEOPLE ARE INTERCONNECTED
THROUGH SOCIAL & MOBILE PLATFORMS
* PEER 2 PEER ORGANIC
DISTRIBUTION GOES MOBILE
* SOFTWARE IS EATING
THE WORLD
AMAZON, NETFLIX, AIRBNB
THE AUDIENCE IS TRULY THE
MEDIA

3. EACH PLATFORM IS A VILLAGE
FB, LINKEDIN, TWITER

4. Audience is the new reach

5. Demographic Media Planning

6. Audience Planning

7. The power of Volume -Atlas

8. ALGORiTHMS SHAPE
THIS ORGANIC WORLD
GOOGLE : PAGE RANK
FACEBOOK : EDGE RANK
TWITTER : SPREAD RANK

9. 1% OF BRANDS HAVE
AN ORGANIC REACH OF 84% (FB)
FACEBOOK
ORGANIC
REACH
2008 : 35%
2012 : 16%
2014 : 6%

11. CONTENT IS THE BEST ASSET
FOR BOOSTING ORGANIC REACH

12. BOUNDARIES ARE BLURRING
ADVERTISING vs CONTENT
MEDIA USE IN 2013/14
BRAND CONTENT : +88%
NATIVE ADS : + 65%

13. Beating traditional communication by using
creative formats
VS

15. Best practices examples

16. DATA DRIVEN & CONTENT
POWERED
SOCIAL MEDIA ?
AUDIENCE IDENTIFICATION
FOSTER CONTENT

17. Break the Silos
Integrate in the global process

18. EARNED 23%
CONSUMMER AND BRAND INTERRACTION
(Source: Havas Media POE Study – 255 Brands)
2014 55% 22%
23%
2012 59% 19% 22%
2011 58% 17% 25%
41% from ARTICLES ET
PRESS COVERAGE
in the various media
36% of EARNED MEDIA’S
IMPACT comes from
OPINIONS of FRIENDS AND
FAMILY
23% from OPINIONS of
SURFERS (blogs, forums,
community networks, etc ...)

19. People perception
To what extent, do you trust the following forms of advertising ?
Ambassadors and influencers are concentrated in the Top3!

20. Kellogg’s Instashop
1
Snap photo + post
with #NyaSpecialK
hashtag
2 3
Show phone to
cashier
Get special treat

21. Social is out of the Silos
The hashtag has united
marketing campaigns not
only across social networks,
but offline as well

23. During Breaks, 2nd screen becomes first one
-17% 47% -9%
Programs that generate “buzz”
suffer less from zapping
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club
RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min
Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ

24. Example: Hello Bank! & The Voice – Integration
LIVE
INTEGRATION
OF TWEETS

26. 2

27. FILM

28. Plugins everywhere
Marketing
operations
Marketing
operations on
Facebook
Main website
Mobile

29. I
SHARE

30. I LIKE

31. I
KNOW

32. Unique ID
Forrest Gump Tom Hanks
Programmatic marketing
Social Graph
(500 millions edges)
Open Graph
(40 millions objects)
Knowledge Graph
(1 billion entities)
watched
Forrest Gump
(on YouTube)
Cloud Atlas
(on Flixster)
Clément
wants to watch
Unique ID
Cloud Atlas
School friends
Coworkers
Jean
Forrest Gump
(on Allociné)
(sponsored)

33. External
Data
Programmatic
marketing
Engagement
platform
Conversions
Earned & Owned impact
Effective & efficient Paid
+
++
+ +
+ +
Data
Management
Information
Map
MFG
Data Intelligence
Brand/product
s awareness

35. Decision-support insights
Paid media
Solution:
Establish facebook
fan pages
/GoT License
Goal:
Use Facebook to
increase sales of
GoT season 2 DVD
/ Amazon
Context:
Large amount of
data thanks to
My Warner Mktg
operations

36. Games of Thrones
Paid media
Facebook Ads campaign
Without
Insights
from My
Warner
With Insights
from My
Warner
# clicks to
Amazon
1 261 7 971
Cost
per click
0,23 € 0,21 €

37. October 2014 – Meta-DSP

38. CONCLUSIONS

39. The symptom
People only care about 30% of brands
Most people would not care if 70% of
brands disappeared...
HM Intelligence BI 10/23/2014 page 39

40. The problem:
The connection between most brands and
consumers today could be weak
SYMPTOMS
THE CORE PROBLEM
Low Perceived Value
(Quality Outcomes)
Poor Interactions
(how we interact &
communicate)
Relationship
People - Brand
Irrelevance
Lack of Trust
Commoditization
Indifference
HM Intelligence BI 10/23/2014 page 40

41. What makes brandsmeaningful?
Personal
well-being
Personal Outcomes
Communications
Talk, Think, Trust
Quality Interactions
Product
Outputs
Collective
well-being
Collective Outcomes

42. Meaningful Communications
through Data & content
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN
PROVIDE PERSONAL & COLLECTIVE VALUE
SHARE A BRAND STORY
CONNECT EXPERIENCES ACROSS ALL PLATFORMS
IGNITE CONVERSATION & ACTION