How to build a strong online brand leveraging TV, a MAP/M6 Case presented @Semetis event of 23-Nov-12

1. MAP/M6 Case
How to build a strong online brand
by leveraging TV
Speakers:
Alexandre Bataille - Director M6
Stephane Juricic - e-Business Consultant Semetis
23 November 2012
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2. Creating photobooks: an old concept
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3. Merging 2 successful worlds
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4. With technology
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5. For success
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6. With the M6 input
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7. The offline side
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8. TV commercial example
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9. Our TV planning
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10. French TV annual investement
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11. The online side – Leveraging TV

12. The Semetis approach

13. Business oriented
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14. Business oriented: monitor evolution
Example 1: Transactions evolution
Transactions
2011
2012
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15. Business oriented: monitor evolution
Example 2: Cost management
Cost per acquisition
2011
2012
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16. Business oriented: What channels for what
message?
Example 3: Top 10 conversion paths
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17. Be Data driven
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18. Data driven: Follow market trends
Example 1: Market Index
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19. Data driven: Follow business trends
Example 2: Seasonality
Product J F M A M J J A S O N D
Product 1 *
Product 2 * * * * * *
Product 3 *
Product 4 * *
Product 5 *
High seasonality (transactions)
Lower seasonality (impressions)
«* » Time lag between clicks and transactions
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20. Dynamic and continuous management
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21. Rigorous processes
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22. Constant adaptation
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23. Recap
1. Understand the business
2. Be data driven
3. Dynamic and continous management
4. Implement rigorous process
5. Challenge? Constantly adapt and …

24. … and

25. Any Tweet?