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Julien Ferla
Head of Digital - jferla@bgcom.ch
World Wide What ?
… or how innovations influ the future of « communications »
Internet and the Digital
technologies have been one
of the biggest upheaval since the
Industrial Revolution
Acceleration:
to reach an audience of 50 millionpeople it took radio 38years,
television 13 years, internet 4years, the iPod 3years, facebook 2years,
and it took the iPhone 3GS just 3 daysto reach 1 million users...
The first website was build and put online at the CERN on 6th of August 1991
World Wide What ?
computer «web» to change billions of lives (yeah,right)
The Sun may 20, 1991
World wide what ? - 2013
Internet is about sharing, Internet
spread ideas, Internet belongs to
everyone, Internet is about you and me
YOU enter in the conversation
internet is great new territory for brands
you need to learn
how to navigate
to these lands
One to Many
someone talk about
your brand
many to many
only 14% people trust advertising
but 92% trust peer recommendations
it’s all about experience
not only brand visibility.
people hate advertising but
they love entertainment, they
love content.
Internet and technologies have
forced the brands to change
Dell had to change its technology,
thanks to their angry customers
Kodak died, they should have
invented instagram
Facebook bought instagram for 2 billions dollars
with brand experience and
creativity, you can sell old
school razors or shampoo on the
internet
World wide what ? - 2013
Results:
after one campaign and 2 years of existence
13 million views on youtube
12,000 orders after 48 hours
$14.4 million on just blades
200,000 active subscribers
loyal customers
World wide what ? - 2013
Results:
6 million views in one day / 40 after the first week
In the last 3 months sales were up 55%
Old spice is now the #1 body wash brand for men
World wide what ? - 2013
Results:
68 million views on youtube
more than hundred parodies
A B2B ads that doesn’t suck !
you are in the digital marketing age,
what are the next opportunities ?
What will shape our future ?
Self Driving car
Green
Energy
3d printing
Data
Mobile and Realtime
Content
Learning
Crowd
- sourcing
- funding
collaborative economy & Sharing economy
No touch interface
Wearable
Recap - digital age
“Adapt or Die” 

Brian Solis, What’s the future of business
Recap - digital age
“Protect the future from the past”

Tim O’Reilly, Create More Value Than You Capture at #sxsw
Recap - digital age
“Less is more”

Barry Schwartz, The paradox of choice
Recap - digital age
“Start with why”

Simon Sinek, Start with why - Golden Circle (What, How, Why - Believe what you
believe - People don’t buy what you do, they buy WHY you do it)
Recap - digital age
“Adapt or Die” 

Brian Solis, What’s the future of business
“Protect the future from the past”

Tim O’Reilly, Create More Value Than You Capture at #sxsw
“Less is more”

Barry Schwartz, The paradox of choice
“Start with why”

Simon Sinek, Start with why - Golden Circle (What, How, Why - Believe what you
believe - People don’t buy what you do, they buy WHY you do it)
World wide what ? - 2013
We don't just sell services anymore,
We create tools,…

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World wide what ? - 2013

  • 1. Julien Ferla Head of Digital - jferla@bgcom.ch World Wide What ? … or how innovations influ the future of « communications »
  • 2. Internet and the Digital technologies have been one of the biggest upheaval since the Industrial Revolution
  • 3. Acceleration: to reach an audience of 50 millionpeople it took radio 38years, television 13 years, internet 4years, the iPod 3years, facebook 2years, and it took the iPhone 3GS just 3 daysto reach 1 million users...
  • 4. The first website was build and put online at the CERN on 6th of August 1991 World Wide What ? computer «web» to change billions of lives (yeah,right) The Sun may 20, 1991
  • 6. Internet is about sharing, Internet spread ideas, Internet belongs to everyone, Internet is about you and me YOU enter in the conversation
  • 7. internet is great new territory for brands you need to learn how to navigate to these lands
  • 8. One to Many someone talk about your brand many to many
  • 9. only 14% people trust advertising but 92% trust peer recommendations
  • 10. it’s all about experience not only brand visibility.
  • 11. people hate advertising but they love entertainment, they love content.
  • 12. Internet and technologies have forced the brands to change
  • 13. Dell had to change its technology, thanks to their angry customers
  • 14. Kodak died, they should have invented instagram Facebook bought instagram for 2 billions dollars
  • 15. with brand experience and creativity, you can sell old school razors or shampoo on the internet
  • 17. Results: after one campaign and 2 years of existence 13 million views on youtube 12,000 orders after 48 hours $14.4 million on just blades 200,000 active subscribers loyal customers
  • 19. Results: 6 million views in one day / 40 after the first week In the last 3 months sales were up 55% Old spice is now the #1 body wash brand for men
  • 21. Results: 68 million views on youtube more than hundred parodies A B2B ads that doesn’t suck !
  • 22. you are in the digital marketing age, what are the next opportunities ? What will shape our future ?
  • 24. Green
  • 27. Data
  • 31. Crowd - sourcing - funding collaborative economy & Sharing economy
  • 33. Recap - digital age “Adapt or Die” 
 Brian Solis, What’s the future of business
  • 34. Recap - digital age “Protect the future from the past”
 Tim O’Reilly, Create More Value Than You Capture at #sxsw
  • 35. Recap - digital age “Less is more”
 Barry Schwartz, The paradox of choice
  • 36. Recap - digital age “Start with why”
 Simon Sinek, Start with why - Golden Circle (What, How, Why - Believe what you believe - People don’t buy what you do, they buy WHY you do it)
  • 37. Recap - digital age “Adapt or Die” 
 Brian Solis, What’s the future of business “Protect the future from the past”
 Tim O’Reilly, Create More Value Than You Capture at #sxsw “Less is more”
 Barry Schwartz, The paradox of choice “Start with why”
 Simon Sinek, Start with why - Golden Circle (What, How, Why - Believe what you believe - People don’t buy what you do, they buy WHY you do it)
  • 39. We don't just sell services anymore, We create tools,…