The document discusses 6 trends in marketing and interactivity for 2011-2012. It summarizes the challenges of interacting with consumers in real-time across multiple devices and platforms. It also covers the proliferation of smartphones, tablets and apps which has led to platform fragmentation and an overflow of content. Additionally, it warns about the risk of social media fatigue if brands spam networks or fail to engage consumers meaningfully.
Presentation made at:
http://www.themarketingandcommunicationloft.com/swissclub/
Customers are trying to engage with Luxury Brands through mobile devices. This deck presents:
. The size of the opportunity, by brand, and by region;
. The competitive landscape;
. A framework for action.
Presentation made at:
http://www.themarketingandcommunicationloft.com/swissclub/
Customers are trying to engage with Luxury Brands through mobile devices. This deck presents:
. The size of the opportunity, by brand, and by region;
. The competitive landscape;
. A framework for action.
L'agence est fière de mettre à votre disposition son calendrier social media qui contient l'ensemble des événements à fort potentiel conversationnel et viral de l'année 2017.
Commencez l'année avec les bons outils, téléchargez notre calendrier, anticipez les temps forts de l'année et prenez rendez-vous avec l'engagement.
Meine Präsentation zu den Trends an der Schnittselle von TV und Internet auf dem Media Future Day des TPC am 26.01.2012. http://www.tpcag.ch/de/news/wegweisender-media-future-day-2012.html
Allan Isfan, CEO of mobile app provided FaveQuest, was invite to present at Festivals and Events Ontario 2013 (FEO).
The one hour workshop covered the latest trends in social and mobile, including photo sharing, mobile payments, contests, RFID ticketing, native vs web apps and other, smartphone adoption by age and income, smartphone based loyalty systems, geofencing, mobile surveys, mobile contests and sponsorship.
Digitz: Digital Trends Report - February 2016Azam J. Khan
The purpose of this report is to give readers an overview of Pakistan’s digital industry landscape. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
MediaToday is a periodic newsletter of TRImagination to higher education faculty and administrators created by Dr. Harry Sova & Lee Graham.
The presentation, now in its 12th year of publication:
* Provides classroom presentation materials designed to stimulate class discussion and discovery
* Provides educator notes that enable understanding of each topic's relevance
* Expands understanding and evaluation of the new world of Interactive Communicatio
L'agence est fière de mettre à votre disposition son calendrier social media qui contient l'ensemble des événements à fort potentiel conversationnel et viral de l'année 2017.
Commencez l'année avec les bons outils, téléchargez notre calendrier, anticipez les temps forts de l'année et prenez rendez-vous avec l'engagement.
Meine Präsentation zu den Trends an der Schnittselle von TV und Internet auf dem Media Future Day des TPC am 26.01.2012. http://www.tpcag.ch/de/news/wegweisender-media-future-day-2012.html
Allan Isfan, CEO of mobile app provided FaveQuest, was invite to present at Festivals and Events Ontario 2013 (FEO).
The one hour workshop covered the latest trends in social and mobile, including photo sharing, mobile payments, contests, RFID ticketing, native vs web apps and other, smartphone adoption by age and income, smartphone based loyalty systems, geofencing, mobile surveys, mobile contests and sponsorship.
Digitz: Digital Trends Report - February 2016Azam J. Khan
The purpose of this report is to give readers an overview of Pakistan’s digital industry landscape. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
MediaToday is a periodic newsletter of TRImagination to higher education faculty and administrators created by Dr. Harry Sova & Lee Graham.
The presentation, now in its 12th year of publication:
* Provides classroom presentation materials designed to stimulate class discussion and discovery
* Provides educator notes that enable understanding of each topic's relevance
* Expands understanding and evaluation of the new world of Interactive Communicatio
Everything is (Digital) Media. Devices & Technology may 2010 (with sources)...Hugues Rey
Everything is (Digital) Media. A deck about Technology, advertising & adoption by Hugues Rey. (based on desk research, real cases & Mediabrands studies)
We often pit Google’s Android and Apple’s iOS against each other in different ways because comparing their features helps readers identify their key differences and decide how meaningful each discrepancy is to them, personally. We have hit a number of key points in the past, and now a newly published article identifies six areas where Android still has the edge over iOS and the iPhone.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
3. contents
01. The challenges of #realtime
02. #Splinternet : too manu apps, smartphones and tablets ?
03. #Social Media Fatigue, avoid saturation & social spam !
04. #E-reputation, listen and react !
05. Brand content & utility : create attention !
06. Take the longview ! Discover the P.L.E.A.S.E framework
3
5. The challenges of real time
ATAWADAC
Anytime
Anywhere
Any Device
Any Content
55
6. The challenges of real time
ATAWADAC : Anytime, Anywhere, Any Device, Any Content
66
7. The challenges of real time
Brands who will know how to surf will get the upside
Create Surf
Real time Real time
Interaction Interest
77
8. The challenges of real time Europe
http://www.youtube.com/watch?v=4ba1BqJ4S2M
Tippex - A Bear and Hunter NSFW
Real time simulation
45 pre-recorded videos of man-bear interactions
88
9. The challenges of real time Europe
http://www.youtube.com/watch?v=JhIU4rmlF5A
A Bear and Hunter NSFW
99
10. The challenges of real time United States
Opération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUY
Old Spice, response campaign
Talk-back
Old Spice gets +30% sales by responding to its Superbowl ad fans (in video)
Low latency
Be quick on your feet, even with your ad, it’s worth it !
10
10
11. The challenges of real time United States
One shot op. http://www.youtube.com/watch?v=S0Ei6WQkjUY
Old Spice, response campaign
1111
12. The challenges of real time France - Global
Opération cloturée http://www.youtube.com/watch?v=_fdIzYdb9MI
France 24’s take on real time TV
Fully searchable
Video news subbed, indexed and tagged in real time
On spec
Navigate tailor-fit news depending on your location and interests
1212
13. The challenges of real time France - Global
Opération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUY
France 24’s take on real time TV
1313
15. Endless mutliplication of channels
Source the mobile world 2010
More media, mobile, everywhere, anytime media
The mobiles they are a growing !
1515
16. Endless mutliplication of channels
Source : Mary Meeker, Morgan Stanley
More media, mobile, fastest growing
Mobile growing Faster than desktop access
16
16
17. Endless mutliplication of channels
http://www.vouchercloud.com/
Witness the mobile revolution
Products carry more information than you would expect
Snap Tell App- Snap Tell App- App analyzes and recognises photo Red Laser
Take a photo of a product.. - Generates price comparison and review links Barcode scanning app
1717
18. Endless mutliplication of channels
http://foursquare.com/
Witness the mobile revolution : geolocalisation
18
18
19. Endless mutliplication of channels
Novelty devices, novelty media, boundless offers
More media than ever struggling for your attention
On demand Software New retail
Snack -sized movie hub experience
entertainment & Iad
time
Portable Game Voice E-reader
music console and pda
19
19
20. Endless mutliplication of channels
http://aaplinvestors.net/
And everything tends to go faster
Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod
20
20
21. Endless mutliplication of channels 11/01/2011
Sources : faberNovel, tarifMedia, SRégie
And everything tends to go faster
iPad Sales (France, UK, Italie, april -dec 2010)
900 000
805 000
800 000
700 000
585 000
600 000
500 000
370 000
400 000
300 000
200 000
100 000
0
France United Kingdom
Royaume-Uni Italy
Italie
• 2011 = 28 M units sold worldwide
• 60% of iPad users are using it 2 hours a day on average
21
21
22. Endless mutliplication of channels
http://www.youtube.com/watch?v=jjSaS-3EHWU
Even old school prints are turning into mobile media !
22
22
23. Endless mutliplication of channels France
http://www.youtube.com/watch?v=jjSaS-3EHWU
Even old school prints are turning into mobile media !
23
23
24. Endless mutliplication of channels
Source : sharesPost Inc
Social gaming is mushrooming
Created in June 2009, 83Millions active users!
>
5,51 M$ 5,16 M$
24
24
27. (Social) media fatigue
http://www.pearltrees.com/#/N-play=1&N-u=1_8104&N-fa=89788&N-
s=1_2272747&N-f=1_89788&N-p=16462660
Can you take the heat ?
152 million – The number of blogs on the Internet (as
tracked by BlogPulse).
25 billion – Number of sent tweets on Twitter in 2010
100 million – New accounts added on Twitter in 2010
175 million – People on Twitter as of September 2010
600 million – People on Facebook at the end of 2010.
250 million – New people on Facebook in 2010.
30 billion – Pieces of content (links, notes, photos, etc.)
shared on Facebook per month.
20 million – The number of Facebook apps installed each
day.
27
27
28. (Social) media fatigue
http://techcrunch.com/2010/08/04/schmidt-data/
Big data due to U.G.C
“Every two days now we create as much
information as we did from the dawn of
civilization up until 2003 (five exabytes of
data) .”
Eric Schmidt
28
28
29. (Social) media fatigue
http://techcrunch.com/2010/08/04/schmidt-data/
Datadeluge ?
29
29
30. Social media fatigue
http://aaplinvestors.net/
From funnel to journey
Tired : path to purchase
TV, Pri Instore CRM
nt
Salesman
Front / Display
Literature Display
Options POP/POS
Potential
Prospect Prospect Customer Member
customer
Awareness Consideration Selection Purchase Loyalty
30
30
31. Social media fatigue
Open Brand by Kelly Mooney
From funnel to journey
Wired : decision journey
31
31
33. Social media fatigue
http://www.youtube.com/watch?v=VO6XEQIsCoM
Over choice
death by over
choice
33
33
34. Social media fatigue
A challenging world for marketers
Mass media is
vanishing, traditional marketing
Real time is losing reach, engagement &
transparency control
Media clutter is exploding
Choice is overhelming
Audience is fragmented
Audience is skipping advertising &
timeshifting
Trust in advertising is sinking
Social media is on the
raise, consumer is back in
control
People can create and forward
content like never before
Social media & word of mouth are
visible (in search
engines), credible, real time & long
lasting
It is high time you
changed your marketing
habits!
34
34
35. 4. Listening to your e-reputation is not enough
From buzz monitoring to community management & social CRM
35
35
36. Learn to regain control > Listen
Buzz monitoring : learn to survey conversations
Conversations?
36
36
37. Learn to regain control > Listen
Buzz monitoring : learn to survey conversations
Conversations?
Conversations?
37
37
38. Learn to regain control > Listen
Buzz monitoring : learn to survey conversations
Conversations?
38
38
39. Learn to regain control > Listen
I heard it through the grapevine !
Conversations?
Conversations
= Participants + Objects + Locations +
Activities + Polarities (Is it good or bad ?) +
Intensity + Frequency
39
39
40. Learn to regain control > Listen
The what, who, when and how of e-reputation monitoring
There’s no official ranking and mapping
40
40
41. Learn to regain control > Listen
The what, who, when and how of e-reputation monitoring
There’s no secret control room
41
41
42. Learn to regain control > Listen
Where should you start from ?
Social media is plentisome
42
42
43. Learn to regain control > Listen
Start here !
Think of Google as the next best thing to a prime time online spot
43
43
44. Learn to regain control > Listen
Manage the most influential crossroad for your ereputation
A typical Google “bad buzz”
44
44
45. Learn to regain control > Listen
Manage the most influential crossroad for your ereputation
Do not forget to check sponsored links
…often used by counterfeiters
45
45
46. Learn to regain control > Listen
Social media conversation does not register in full on search engines
HSBC vs. Students (Facebook)
46
46
47. Learn to regain control > Listen
Domain names as key assets to monitor
Microsoft has a 56% typo-squating rate
Check your typosquatting stats on http://typosquat24.com
47
47
48. Learn to regain control > Listen
http://www.koleos.tv
Domain names as key assets to monitor
Do not forget to check google sponsored links
48
48
49. Learn to regain control > Listen
Domain names as key assets to monitor
49
49
50. Learn to regain control > Listen
I heard it through the grapevine !
The many tools of reputation monitoring
Free
twitter search
Paid
http://www.vanksen.fr/watch
50
50
51. http://www.vanksen.fr/watch
Paid tool : more sophisticated
Listen to the whole visible Internet !
- 3 millions de sources monitorées (Blogs, Forums, Sites
d’informations, Twitter, Facebook ) - 7 langues analysées
Ex : la solution
51
51
52. http://www.vanksen.fr/watch
Les outils payants : des solutions plus sophistiquées
Mesure : Un reporting plus souple
Plus de souplesse
sur la fréquence
de reporting et
les alertes
52
52
53. Les outils payants : des solutions plus sophistiquées
Analyse : Des indicateurs plus précis et plus flexibles
Définissez avec vos équipes les indices
que vous souhaitez suivre.
Optez pour des indices simples ou
définissez le votre.
Mettez en relation vos actions menées et
les résultats obtenus, jaugez de leur
impact et adapter votre stratégie de
réaction.
Comment
Pc
Pb Inf
Sites Billets n Nc
Pc : Polarité commentaire Article ou commentaire positif : +1
Pb : Polarité billet Article ou commentaire négatif : -1
Nc : Nombre de commentaires Article commentaire neutre : 0
Inf : indice d’influence du site
n : pondération des commentaires / billets = 4
53
53
54. Learn to regain control > Listen
BuzzMonitoring : Start up using simple tools
Netvibes as a monitoring dashboard
Technorati Search Twitter Wikipedia
Netvibes.com
Google News BlogPulse Google Blogs
Flickr Youtube, Dailymotion Facebook
To do list
- Find rss feed on blogs & sites
- Add a RSS feed
- Make a search in google news
- Share a Netvibes tab with a colleague
- Create a RSS feed from a Technorati Search
54
54
55. Learn to regain control > Listen
…you heard so what are you going to do about it ?
measure
Listen React Engage/Talk
Master your e-reputation
55
55
56. Learn to regain control > Listen
…you heard so what are you going to do about it ?
Listen but also engage and take part to the social conversation going on
Correct
errors
Answer questions Reward positive buzz
misrepresentations
Lead Act up before
conversations to the crisis Create a
their proper gets conversation
platforms bigger
56
56
58. Brand Content & Brand Utility
Source : Media Dynamics USA 2010
Less Attention
125
In 1965 in the United States 80% of the To achieve an
18-49 year age group were reached with equivalent
only penetration, it
takes…
3 prime time commercials
X40
58
58
59. Brand Contect & Brand Utility
http://blog.marketing-soc.org.uk/2010/04/a-decade-of-digital-10-things-for-
2010/
Spam is out
“Marketing in the
future is like sex.
Only the losers will
have to pay for it. ”
59
59
60. Brand content and brand utility : earn attention!
Internet is not the lair of interruptive marketing
60
60
61. Brand content and brand utility : earn attention!
Learn to earn your audience’s attention : desire + utility
Web = permission marketing
61
61
62. Brand content and brand utility : earn attention!
Take your marketing to the 3D Level
Expérience
contagieuse
62
62
63. Brand content and brand utility : earn attention!
http://www.bmwusa.com/uniquelybmw/bmw_art/films
l
BMW Be entertaining
One of the early hits of brand content
More than 100M views
63
63
64. Brand content and brand utility : earn attention!
Burger King playing the advertainment game right
64
64
65. Brand content and brand utility : earn attention! USA
Burger King playing the advertainment game right
$3.99 with the
purchase of a
menu
Million of hours
40%
of exposition to the of profit growth year
brand
Over year
3.2m
Games
sold
65
65
66. Brand content and brand utility : earn attention! United States
December 2010 http://www.youtube.com/watch?v=kLidO5Mrk8o&feature=player_embedded
Saks , Fifth Avenue, 3D projection-mapping
66
66
67. Brand content and brand utility : earn attention!
http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm
l
Fiat Eco Drive
67
67
68. Brand content and brand utility : earn attention!
Source : ingmar de lange
Don’t use demographics when you think about a brand utility.
Use an activity
It’s not about who your consumers are. it’s about what they do.
Running Nike Nike+
Driving Fiat Ecodrive
Entertaining Zynga Farmville
Eating Domino’s Pizza Domino’s Pizza tracker
68
68
69. Brand content and brand utility : earn attention!
Source : ingmar de lange + original model: rossiter & percy
There need to be a fit between your utility and your brand.
Frustration Aspiration
Brand can make Brands can inspire
things simpler
high involvement
Assurance Sports
Nationwide Mobile Nike+
Irritation Fun
Brands can make Brands make
low involvement
things easier things more fun
Toilet paper Beer
Charmin Sit or Squad Wieckse Sun Radar
negative motivation positive motivation
69
69
71. From tactics to strategy
An opportunity for new marketing approaches
Interactive Buzz
shopping Monitoring
Window
Buzz, Social Media
Street (Facebook,
YouTube, Twitter)
& Guerilla PR2.0
Advergame Sponsored
Viral Bloggers posts
Personalised
videos Marketing Marketing 2.0 Outreach
Video with Video
call back Seeding
Desktop Blogs, Wikis
& online & online
widgets communities
RSS, User
Podcasts Generated
Content &
& video- crowdsourcing
casts
7171
72. From tactics to strategy
First off : plan it right !
Tools & technologies
are not a strategy
≠ Creativity
≠ Social Media
72
72
73. From tactics to strategy
Tools are not a strategy
Focus on the house, Not the hammer!
73
73
74. Learn to regain control
The mandatory steps for accurate 2.0 marketing
Vanksen’s P.L.E.A.S.E™ decision model
Build a Amplify with Increase
Define Get a Measure
contagious owned, paid & loyalty &
a brief reality check & optimize
experience earned media advocacy
TOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded - Community management - Web analytics AAARR,
- Target - e-reputation monitoring - Brand experience FB, Twitter, videos & blog) - Social CRM, - Brand performances
- Objectives - Site & brand audit - Brand content, - Paid Media : - Loyalty & ambassador - NPS : recommendation rate
- Message - Performance & analytics - Brand utility Banners, SEO, SEA, emailing,… programs - ROI measurement
- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation
- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…
- kpis to Evaluate, -…
- Resources & Constraints
74
74
75. Learn to regain control
First off : plan it right !
Vanksen’s P.L.E.A.S.E™ decision model
Build a Amplify with Increase
Define Get a Measure
contagious owned, paid & loyalty &
a brief reality check & optimize
experience earned media advocacy
TOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded - Community management - Web analytics AAARR,
- Target - e-reputation monitoring - Brand experience FB, Twitter, videos & blog) - Social CRM, - Brand performances
- Objectives - Site & brand audit - Brand content, - Paid Media : - Loyalty & ambassador - NPS : recommendation rate
- Message - Performance & analytics - Brand utility Banners, SEO, SEA, emailing,… programs - ROI measurement
- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation
- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…
- kpis to Evaluate, -…
- Resources & Constraints
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75
76. T.O.M.S.T.E.R. : Comment créer un brief 2.0
T.O.M.S.T.E.R. : 7 questions for a successful strategy
Target Définir sa cible et comprendre ses « vrais »usages
Objectives Etablir de manière précises les objectifs de sa campagne.
Message Quel est le message à communiquer?
Strategy Avez-vous une idée/souhait quand à la stratégie à adopter?
TouchPoint Quels sont les points de contacts et technologies à utiliser?
s
Evaluation Quels sont les metrics servant à mesurer le succès de cette action
KPIs
Quelles sont les ressources (financières, humaines, timing) et les
Resources
contraintes (politiques, organisationnelles,…) pour ce projet?
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76
77. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Définir clairement et prioriser
Target Une grande partie des initiatives en
marketing 2.0 sont …des échecs!
Objectives
Message
Cette situation vient souvent d’un
Strategy mauvais alignement des objectifs
TouchPoint
s
de l’agence et de l’annonceur…
Evaluation
KPIs
…faute d’une définition précise.
Resources
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77
78. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Définir clairement et prioriser
Target
Objectives
Message Faire du Buzz
Strategy
TouchPoint
s ≠ un objectif
Evaluation
KPIs
Resources
78
78
79. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Définir clairement et prioriser
Un objectif précis est vital pour pouvoir ENSUITE définir la
Target
stratégie, les technologies & points de contacts pertinents
Objectives
Augmenter Construire la
Mieux Fidéliser, animer
l’exposition, la préférence et Faire progresser
Message comprendre les & Activer ses
notoriété et le améliorer la les ventes
attentes clients fans
trafic réputation
Strategy Qualification du buzz Améliorer le support Activation Recruter des membres /
Augmenter la notoriété
online client Promotionnelle abonnés / Fans
TouchPoint Mesurer ses
Augmenter le nb Nombre de citations Hausse de la Fidéliser (social CRM &
s performances
/concurrence
d’exposition à la marque media fréquence/montant community management)
Evaluation Comprendre les Augmenter le trafic en Nombre & % d’avis Améliorer la Augmenter le taux de
KPIs tendances marché magasin positifs online transformation recommandation
Découvrir de nouveaux Accroître l’audience d’un Acquérir de nouveaux CoConcevoir de
Resources insights site clients nouveaux produits
79
79
80. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Attention à prioriser et préciser
Target • Attention à prioriser
La meilleure façon de ne pas atteindre votre objectifs est d’en
sélectionner un trop grand nombre
Objectives
• Soyez clair & précis
Message Préciser dans l’étape 6 les indicateurs retenus pour mesurer l’objectif.
En effet, un objectif comme « augmenter la notoriété d’une marque»
peut se faire et se mesurer de multiples façons (sondage POST
Strategy campagne, pige media, nombre de citations sur le web…)
TouchPoint
s
• Astuce
Communiquez à votre agence un seul chiffre qui signifierait qu’à la
Evaluation fin celle-ci à été un succès. Cela permettra d’assurer un alignement
KPIs optimal de vos efforts vers un but déterminé de manière claire et
mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres
Resources buts secondaires).
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80
81. T.O.M.S.T.E.R. : Comment créer un brief 2.0
http://www.charleneli.com/
Ressources : un des critères déterminants pour votre stratégie
Target “To be successful using social
technologies, companies must first prepare and
Objectives align internal roles, processes, policies and
Message
stakeholders with their business objectives.
Social business is a profound change that
Strategy impacts all departments in the organization.”
TouchPoint
s
Evaluation
KPIs
Charlene Li
- Founder of Altimeter Group
Resources - Author of Open Leadership
- Coauthor of the Groundswell
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82. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Définir ses contraintes / capacités pour une campagne 2.0
• Le temps, le budget mais aussi et surtout l’organisation, les outils
Target
et compétences internes auront un impact clef sur votre stratégie
Objectives Contraintes
Contraintes de Compétences & Procédures
Organisation-
temps & budget suivi / formation & Outils
Message nelles
Strategy Budget
Quelle compétences 2.0 Existence & Composition Existence de procédures &
en interne? des équipes internes? guidelines?
TouchPoint
s Timing
Programme de formation Quel circuit de Outils existants
experts/employés? validation/reporting? (metrics, CRM, ereputation)
Evaluation
KPIs
« Reverse mentoring » pour Qui pilote Outils de coordination
la direction? & décide? (Intranet 2.0,...)
Resources
Accompagnement, validatio Contraintes légales &
n et mise à jour? techniques
8282
83. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Source : Coca-Cola
Ressources : Budget
• Le buzz et le media sociaux ne sont pas gratuits!
Target
– Un budget est nécessaire pour
• Les outils : programmation, design, license, hébergement,…
• Le temps (important) de gestion : monitoring, conception et déploiement des
Objectives campagnes, mesure et reporting
• La création de contenu
• L’activation media
Message
• Mais ils offrent un ROI supérieur à long terme :
Strategy – Chaque campagne capitalise sur les contacts accumulés au cours des
campagnes précédentes et tout au long de l’année (plateforme relationnelle)
TouchPoint
Campagnes marketing traditionnelles Campagnes marketing 2.0
s
Fans/Follows/Friends
Fans/Follows/Friends
Evaluation
KPIs
Resources
Temps Temps
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83
84. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Ressources : Ne vous laissez pas décourager…
• La réalité est parfois décevante par rapport à vos attentes. Seule la
Target pratique vous permettra de passer de l’expérimentation à la maîtrise
• Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;)
Objectives
Message
Strategy
TouchPoint
s
Evaluation
KPIs
Resources
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85. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Source : olivier alain blanchard, @thebrandbuilder
Organisation : adapter son organisation interne?
• Une collaboration interne est donc nécessaire mais rarement
Target
possible sans adaptation de l’organisation en silos
Head of Social Media
Objectives
Developed the Social Communications Infrastructure
Oversees Social Media activity
Coordinates Social Media activity
Provides leadership + Support
Message
Measurement Customer Support
Data Analysis Monitoring
Strategy Reporting Support
Triage
TouchPoint
RP + Reputation Mgmt
s
Monitoring Marketing
Responding to crises
Evaluation Content, events & Promotion Research
Content Development
KPIs Promotions
Community Management
Resources Monitoring Corporate
Responding to inquiries
Brand reputation
Content
CSR
Triage
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86. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Procédures et outils : ex de procédure de gestion des citations
• Pour être réactif, il faut définir à l’avance des procédures
Target
permettant d’anticiper les actions à mener
Mention de la marque
Objectives Corrriger le problème
en communicant
l’action au client
Positive Negative
Oui Oui
Message Non Souhaite on Evaluer le Evaluer la
répondre? message raison Le client nécessite plus
d’information
Strategy
Pas de Oui Client Oui Les faits sont Non Corriger les faits avec
réponse mécontent? ils corrects? tact
TouchPoint Non
s Oui A t on quelque Oui Non
Non Râleur Les faits sont
chose à
professionnel? ils corrects?
ajouter?
Evaluation
Non Oui
KPIs
Le problème Expliqué ce qui a été
Répondre et Remercier la Troller ou
a t-il été
Oui fait pour résoudre le
partager personne comique?
résolu? problème
Resources Non
Oui
Ne pas réagir et
suivre l’évolution
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86
Le service de microbloggingTwitter et ses 210 millions d’utilisateurs est l’incarnation de ce web « real time » où les conversations ont lieu en temps réel, 24h/24 et 7j/7 et la « cultural latency », i.e. le délai d’adoption de nouvelles modes, de nouveaux usages proche de zéro . Les entreprises qui ont déjà perdu le contrôle complet de leur perception se voient aussi challenger sur le sujet de la réactivité. Leur capacité à réagir est souvent contrainte par une organisation, des moyens humains (horaires de travail,…), financiers et techniques définis à une autre époque et désormais de plus en plus inadaptés. Bien peu sont à même de gérer une crise qui surviendrait la nuit ou en plein week-end)… avec la rapidité nécessaire.
Le service de microbloggingTwitter et ses 210 millions d’utilisateurs est l’incarnation de ce web « real time » où les conversations ont lieu en temps réel, 24h/24 et 7j/7 et la « cultural latency », i.e. le délai d’adoption de nouvelles modes, de nouveaux usages proche de zéro . Les entreprises qui ont déjà perdu le contrôle complet de leur perception se voient aussi challenger sur le sujet de la réactivité. Leur capacité à réagir est souvent contrainte par une organisation, des moyens humains (horaires de travail,…), financiers et techniques définis à une autre époque et désormais de plus en plus inadaptés. Bien peu sont à même de gérer une crise qui surviendrait la nuit ou en plein week-end)… avec la rapidité nécessaire.
Slides 24,25 &26L'opé : un mix innovant de média (le pavé 300 *250 à droite) et de contenu divertissant ; des consommateurs fascinés par la capacité interactive de la publicité onlineLes chiffres qui tuent : 36 heurs pour atteindre un million de vuesEn 100 jours : 35 millions / 5 minutes d'exposition à la marque en moyenne par personne / 380,000 partages FB - Twitter / +30% Ventes
Slides 24,25 &26L'opé : un mix innovant de média (le pavé 300 *250 à droite) et de contenu divertissant ; des consommateurs fascinés par la capacité interactive de la publicité onlineLes chiffres qui tuent : 36 heurs pour atteindre un million de vuesEn 100 jours : 35 millions / 5 minutes d'exposition à la marque en moyenne par personne / 380,000 partages FB - Twitter / +30% Ventes
lides 39,40 & 41L'opé : Utiliser la popularité de la campagne Oldspice (première vague diffusée lors du super bowl) et offrir une réponse aux bloggers, influents, internautes, twitters qui ont parlé de lacampagneLes chiffrezs qui tuent : 2,5 jours de tournage / dès le premier jour de la diffusion 5.9 Millions de vues : + que le discours d'investiture d'Obama
lides 39,40 & 41L'opé : Utiliser la popularité de la campagne Oldspice (première vague diffusée lors du super bowl) et offrir une réponse aux bloggers, influents, internautes, twitters qui ont parlé de lacampagneLes chiffrezs qui tuent : 2,5 jours de tournage / dès le premier jour de la diffusion 5.9 Millions de vues : + que le discours d'investiture d'Obama
lides 39,40 & 41L'opé : Utiliser la popularité de la campagne Oldspice (première vague diffusée lors du super bowl) et offrir une réponse aux bloggers, influents, internautes, twitters qui ont parlé de lacampagneLes chiffrezs qui tuent : 2,5 jours de tournage / dès le premier jour de la diffusion 5.9 Millions de vues : + que le discours d'investiture d'Obama
lides 39,40 & 41L'opé : Utiliser la popularité de la campagne Oldspice (première vague diffusée lors du super bowl) et offrir une réponse aux bloggers, influents, internautes, twitters qui ont parlé de lacampagneLes chiffrezs qui tuent : 2,5 jours de tournage / dès le premier jour de la diffusion 5.9 Millions de vues : + que le discours d'investiture d'Obama
http://www.youtube.com/watch?v=VO6XEQIsCoM
Consumers are in control
http://typosquat24.com permet de voir comment la marque est typosquattée
Koleos.tv est régit par Greenpeace qui a lancé un blog très bien fait où ils critiquent le nouveau 4*4 de renault
Koleos.tv est régit par Greenpeace qui a lancé un blog très bien fait où ils critiquent le nouveau 4*4 de renault