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Sabrina Bulteau - turns digital into a business generator

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Conférence 2/05 : Les marques au défi du contenu social

L’objectif de la conférence est de baliser la réflexion sur les clés de compréhension de ces réseaux en 2017 en termes de content branding et marketing.

Avec des questions comme :

Comment produire du contenu pertinent et attrayant dans un monde où les utilisateurs ont pris le pouvoir ?
Quelle importance tactique donner au contenu vidéo, devenu omniprésent ?
Comment capter l’attention alors que les utilisateurs sont devenus eux-mêmes des producteurs de contenu capables de drainer une audience considérable ?
Comment convertir effectivement ?
Comment organiser son équipe marketing pour relever ces défis majeurs ?

Published in: Social Media
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Sabrina Bulteau - turns digital into a business generator

  1. 1. TURNS DIGITAL INTO A BUSINESS GENERATOR NO BLABLA NO JARGON NO BULLSHIT Sabrina Bulteau | CEO - CO-FOUNDER
  2. 2. Be Connect in a nutshell
  3. 3. Copyright Be Connect 2016 Connect your brand with your audiences to boost your business OUR MISSION
  4. 4. Copyright Be Connect 2016 A co-construction process that relies on: • The understanding of your stakes • A multi-disciplinary expertise • The sharing of our know-why OUR APPROACH
  5. 5. Copyright Be Connect 2016 OUR OBSESSION Continuously optimize your ROI
  6. 6. Copyright Be Connect 2016 Brain Build Boost OUR THREE B’S
  7. 7. Copyright Be Connect 2016 Proactivity Expertise Exchange Result OUR ENGAGEMENTS #PEER
  8. 8. Copyright Be Connect 2016 FEW REFERENCES
  9. 9. Copyright Be Connect 2016 OUR TEAM EXPERTS
  10. 10. HOW TO CREATE EFFICIENT CONTENT?
  11. 11. Copyright Be Connect 2016 In our kingdom…
  12. 12. Copyright Be Connect 2016 CONTENT IS KING
  13. 13. Copyright Be Connect 2016 7hrs Within 5 hours people consume of content Source : Facebook 2016
  14. 14. Copyright Be Connect 2016 EVERYTHING COMPETES WITH EVERYTHING
  15. 15. Copyright Be Connect 2016 PEOPLE EXPECT EXPRESSIVE COMMUNICATION
  16. 16. Copyright Be Connect 2016 THE HUMAN BRAIN PROCESS IMAGES 60,000 TIMES FASTER THAN WORDS
  17. 17. Copyright Be Connect 2016 FROM TEXT TO IMAGE…
  18. 18. Copyright Be Connect 2016 ... LIVE
  19. 19. Copyright Be Connect 2016 PEOPLE EXPECT MORE THAN CONTENT : EXPERIENCE
  20. 20. Copyright Be Connect 2016Source: Facebook
  21. 21. Copyright Be Connect 2016 360 video & Photo More immersive formats capture the attention and imagination
  22. 22. Copyright Be Connect 2016 Canvas an even richer and more immersive storytelling medium
  23. 23. Copyright Be Connect 2016 CONTENT CREATES AIDA ATTENTION INTEREST DESIRE ACTION
  24. 24. Copyright Be Connect 2016 CONTENT BUILDS AWARENESS
  25. 25. Copyright Be Connect 2016 CONTENT CREATES CONVERSATION 52/155
  26. 26. Copyright Be Connect 2016 CONTENT GENERATES TRAFFIC
  27. 27. Copyright Be Connect 2016 VIDEO IS QUEEN
  28. 28. Copyright Be Connect 2016 21 minutes per day/user for online video in Belgium La partie de l'image avec l'ID de relation rId4 n'a pas été trouvée dans le fichier. VIDEO CONSUMPTION 1Billion hours of videos are viewed on Youtube every day Source : https://www.digimedia.be/News/fr/19205/les-belges-et-internet-l-analyse- complete.html http://www.webrankinfo.com/dossiers/youtube/chiffres-statistiques
  29. 29. Copyright Be Connect 2016 8BILLION video views on Facebook every day >75% video views per day happen on mobile Source: Facebook Internal Data, Q3 2015 Earnings Call La partie de l'image avec l'ID de relation rId4 n'a pas été trouvée dans le fichier. FACEBOOK IS THE NEW VIDEO PLATFORM
  30. 30. Copyright Be Connect 2016 616% growth in mobile video views 2012-2015 45% of global video views are now on mobile devices Source: Ooyala Gloval Video Index, Q3 2015 La partie de l'image avec l'ID de relation rId4 n'a pas été trouvée dans le fichier. MOBILE VIDEO EXPLODED
  31. 31. Copyright Be Connect 2016 MOBILE IS PRINCE
  32. 32. Copyright Be Connect 2016 61% of 16-64 yo own a smartphone La partie de l'image avec l'ID de relation rId4 n'a pas été trouvée dans le fichier. MOBILE IN BELGIUM 55% of 16-64 yo connect to internet via mobile Source: https://www.digimedia.be/News/fr/19205/les-belges-et-internet-l-analyse-complete.html
  33. 33. Copyright Be Connect 2016Source: “Omni-channel Shoppers” by GfK, US only (Facebook-comissioned online study of 2,407 people ages 18+ who have researched online and bought 1 of 5 key categories in last 3 months) Sep 2015. 1: Facebook Internal Data, US only, Oct1, 2014-May 31, 2015. Analysis of conversion pixel and App Events data for ads that were shown to people ages 18+ on facebook. The gaming vertical is excluded from this analysis 80% of millennials say that their mobile is always within reach 62% report checking their mobile phone more than 30 times a day La partie de l'image avec l'ID de relation rId4 n'a pas été trouvée dans le fichier. MILLENIALS ARE MOBILE ADDICTED
  34. 34. Copyright Be Connect 2016 IM APPS ARE THE MOST USED APPS
  35. 35. Copyright Be Connect 2016 SOCIAL MEDIA IS THE PERFECT CONNECTOR
  36. 36. Copyright Be Connect 2016 SOCIAL MEDIA IN BELGIUM Source : Facebook , socialbakers.
  37. 37. Copyright Be Connect 2016 • 2,1 million users in Belgium • 1,2 million are women SOCIAL MEDIA IN BELGIUM Source: https://www.digimedia.be/News/fr/19205/les-belges-et-internet-l-analyse-complete.html
  38. 38. Copyright Be Connect 2016 • 1 million users in Belgium • highest usage among 16-24yo’s SOCIAL MEDIA IN BELGIUM Source: regarding Isobar & Digimedia study / july ’16
  39. 39. Copyright Be Connect 2016La partie de l'image avec l'ID de relation rId4 n'a pas été trouvée dans le fichier. • 1 million accounts in Belgium SOCIAL MEDIA IN BELGIUM Source: https://www.digimedia.be/News/fr/19205/les-belges-et-internet-l-analyse-complete.html socialbakers
  40. 40. Copyright Be Connect 2016 • 2,76 million members in Belgium SOCIAL MEDIA IN BELGIUM Source: https://www.digimedia.be/News/fr/19205/les-belges-et-internet-l-analyse-complete.html socialbakers
  41. 41. Copyright Be Connect 2016 • Over 2.000.000 unique visitors per day • Over 6.000.000 Belgian videosSOCIAL MEDIA IN BELGIUM Source : Youtube, socialbakers.
  42. 42. Copyright Be Connect 2016 INFLUENCERS HAVE A KEY ROLE
  43. 43. Spoke Persons Power-Mid > Local accessible influencers Ambassadors > Super Fans & happy customers The girl next door Pro influencers RELY ON TRUE & ACCESSIBLE PEOPLE
  44. 44. So what?
  45. 45. BE CREATIVE
  46. 46. BE CREATIVE 🐣👙
  47. 47. Copyright Be Connect 2016 TELL STORIES
  48. 48. Copyright Be Connect 2016 TELL STORIES
  49. 49. Copyright Be Connect 2016 CAPTURE AND SHARE MOMENTS
  50. 50. Copyright Be Connect 2016 CAPTURE AND SHARE MOMENTS
  51. 51. Copyright Be Connect 2016 USE ORGANIC CONTENT TO CATCH ATTENTION
  52. 52. Copyright Be Connect 2016 INVEST IN ANIMATED CONTENT GIF VIDEOCINEMAGRAPHE
  53. 53. Copyright Be Connect 2016 MIX YOUR CONTENT PHOTO VIDEO CAROUSEL CANVAS
  54. 54. OPTIMIZE THE CROSS-DEVICES EXPERIENCE
  55. 55. Brazil • Hair tutorials and text overlay capture attention • Recognizable brand assets in initial seconds. • Text overlay with emotional storytelling • +4pt favorability on Facebook • +33pt ad recall on Instagram • +6pt in ad recall • +3pt in purchase intent • +7pt in brand awareness • +7.5pt in brand favorability Source: Facebook results based on a Nielsen BrandEffect studies, 2015 CREATE CONTENT FOR MOBILE FEED avg. view duration 23s avg. view duration 21s avg. view duration 8s
  56. 56. CREATE CONTENT FOR MOBILE FEED
  57. 57. Copyright Be Connect 2016 MAKE TV COMMERCIAL FEED FRIENDLY Hypertargeted Social versions on Instagram
  58. 58. Copyright Be Connect 2016 MAKE TV COMMERCIAL FEED FRIENDLY
  59. 59. Copyright Be Connect 2016 BOOMERANG VOO
  60. 60. Copyright Be Connect 2016 CREATIVE TIPS • Use the 3 first seconds to hook the attention or remind people of existing brand/product awareness • Include brand identity and/or product shots early in creative • Colors, themes and images consistent with brand’s equity • Reference themes and/or assets used in other ads • Leverage ad sequencing
  61. 61. Copyright Be Connect 2016 Design Align Experiment Design creative for mobile feed environment Align creative and targeting Most video views will be a few seconds or less; no universal solution to earning longer views CREATIVE TIPS
  62. 62. Copyright Be Connect 2016 DO AB TESTING
  63. 63. BID FOR YOUR BUSINESS OBJECTIVES
  64. 64. MEDIA ADS STRATEGY CAMPAIGN CONSTRUCTION MEDIA PURCHASE SEQUENCE YOUR CAMPAIGN BUILD YOUR AUDIENCE CUT THE DIGITAL NOISE ABC 123 VIP How to build your campaign? Acquire – Bond - Convert How to build your audience? 1st – 2nd – 3rd party data How to build your media plan? Viewability – Inventory - Pressure
  65. 65. WORK WITH YOUR AUDIENCES
  66. 66. Copyright Be Connect 2016 • Be creative. • Experiment with expressive storytelling • Invest in animated content. • Think Mobile. • Be prepared to immediate communication. • Personalize your communication. • Adapt to Millenials behaviors. • Use Ads to leverage the amplifier effect of SoMe. • Work on a campaign basis more than an ongoing one. TO TAKE AWAY
  67. 67. Questions?
  68. 68. Sabrina Bulteau | CEO - CO-FOUNDER sabrina@be-connect.eu +32 (0) 492 62 50 41 +32 (0) 2 762 25 00 be-connect.eu @beconnectnewq /BeCOnnectWorld /Be-connectEu

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