Download - Digital Marketing! What else ? Hugues Rey
10 lundis pour
ra.raper le train du digital
Digital Marke5ng !What else ?
Hugues Rey -‐ 27th February 2012
mercredi 22 février 12
10 lundis pour
ra.raper le train du digital
Agenda or Bingo ?
3
Bounce (Rate) Big Data Long Tail Dwell
(Rate)
CrowdSourcing
Cloud Compu5ng Gamifica5on Media
Meshing
SoLoMo Mash Up Cookie Freemium
mercredi 22 février 12
% on population 12+Source : CIM PMPA 2010-2011
Total Reach
Reach - x7 in12 Years
GoogleI-Tune storeWikipediaNapster
Youtube
IDTVFoursquareTwitter
MySpace
Google+
I PadI Phone
Android
mercredi 22 février 12
Power of the Newcomers !2006 2011
GOOGLE.BE GOOGLE.BELIVE.COM FACEBOOK.COMSKYNET.BE YOUTUBE.COMEBAY.BE LIVE.COMTELENET.BE WIKIPEDIA.ORGWIKIPEDIA.ORG BLOGGER.COMYAHOO.COM SKYNET.BEFREE.FR YAHOO.COMAUTOZONE.BE TELENET.BE
ADOBE.COM WORDPRESS.COM
mercredi 22 février 12
WHILST WATCHING TV
55% LISTEN TO RADIO
50% READ MAGAZINES
48% READ NEWSPAPERS
8% USE INTERNET ON MOBILE
51% USE INTERNET ON PC
51% of TV viewers have used their PC while watching TV
WHILST USING INTERNET ON PC
34% READ MAGAZINES
61% WATCH TV
58% LISTEN TO RADIO
35% READ NEWSPAPERS
5% USE INTERNET ON MOBILE
61% of surfers watch TV while using their PC
Media Meshing
mercredi 22 février 12
10 lundis pour
ra.raper le train du digital
Heavy surfers s9ll consume other media
Heavy surfers are also bug consumers Cinema, Outdoor &
Press
mercredi 22 février 12
10 lundis pour
ra.raper le train du digital
Time of use any9me
From 6-‐9h 9-‐12h 12-‐14h 14-‐17h 17-‐20h 20-‐24h
42 %
38 %36 %
41 %
69 %
83 %
44 %
58 %
53 %
58 %
67 %
62 %
48 %
53 %51 %
55 %
72 %70 %
86 % 87 % 88 % 89 %
94 %
88 %Smart phone
Tablet
Portable computer
Fixed computer
Source : Online Publishers Associa5on – March 2011
mercredi 22 février 12
Smart TV
• Eric Schmidt: “By the summer of 2012, the majority of the televisions you see in stores will have Google TV embedded in it”
15
mercredi 22 février 12
Smart TV: 43% in 2014
0%# 0%# 0%# 0%# 3%# 6%# 10%#17%#
29%#43%#
0%#9%#
17%#31%#
48%#
66%#79%#
89%# 94%# 97%#
2005# 2006# 2007# 2008# 2009# 2010# 2011# 2012# 2013# 2014#
Internet@Tv#HD#Flats#
mercredi 22 février 12
7 billion People in the world
Based on the data from participating countries, we make the following assumption.
>1 billion Social network users
2 billion
internet users in the world
mercredi 22 février 12
In Europe, 50% is member of only 1 social network, mostly Facebook.
mercredi 22 février 12
21
2 out of 3 employees is proud about their
employer, but only 19% shares stories on
social media: unused conversation potential.
mercredi 22 février 12
State Farm - YouTube
mercredi 22 février 12
44%
Customers want to be involved with companies. Bring them in the boardroom to improve the
relationship.
CO-CREATION
44%CONVERSATIONS
33%BRAND FAN
43%DIRECT INTERACTION
mercredi 22 février 12
Social
• Not Facebook Only
• Impacts on all activities of Enterprise
• Integrate Lifetime
• A Tool, not «The» Objective
• KPI’s are still to be fixed
• Connect with the real world
mercredi 22 février 12
95 %
13 %
11 %
2 %
92 %
19 %
12 %
3 %
88 %
26 %
16 %
11 %
GSM
Smartphone
Netbook
Digital tablet
Nov '10 Jan '11 Nov '11
Smartphones will progressively replace the classic mobile
phone.Increase of Digital Tablet
penetration is very significant.
11% of the Belgians (12+) own a TabletSource: Havas Media GSM Study
mercredi 22 février 12
28
38% of internet users has a smart phone.
They are more intensive users of social networks
than people without a smartphone.
mercredi 22 février 12
Mobile
• 26% Smarphones Users
• Look behind the I-Phone
• Mobility vs. Usability - Think about the consumer, not the device
• Save Time vs Waste Time
• Connect with the Real World
mercredi 22 février 12
33
12% of smartphone owners is using location
based services.
mercredi 22 février 12
34
4% of smartphone users are familiar with
augmented reality.
mercredi 22 février 12
Local
• Issue Solving and/or Entertainment
• Close to mobile
• DOOH/Stunt
• Connected with the real live !
mercredi 22 février 12
Web 3.0 Web x.0Semantic / Objects Web Meta Web
Web 1.0 Web 2.0The Web Social Web
Degree of Social Connectivity
mercredi 22 février 12
Web 2.0 was/is about participation
Portable, personal web, focused on the individual, on lifestream, on consolidating content, and which is
powered by widgets, drag and drop, and mash-ups of user engagement.
cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/
mercredi 22 février 12
“Web 2.0” ? – 6 Rules !
Unique, hard-‐to-‐recreate data sources
The web as pla_orm
Harnessing the collec5ve intelligence
Above the level of single device
Lightweight programming models (Mash Up,...)
Leveraging the long tail through customer self-‐service
mercredi 22 février 12
I tunes & the long tailHow big ? 5 billion in 2010 …
This is no rumor, because Apple has just announced that iTunes Store's customers purchased and downloaded more than 5 billion songs, while the iTunes Store also has the largest music catalog online, with over 8 million tracks. Even more, the iTunes Store is now ren5ng over 50,000 movies daily, turning it into the most popular movie store, too, with a catalog of over 20,000 TV episodes, over 2,000 films, of which over 350 are available in HD quality.
mercredi 22 février 12
In 15 years, Amazon went from 1 category (books) to 16 main categories
LIMITLESS INVENTORY
mercredi 22 février 12
Amazon began with books…
Competition
Market was large and fragmented.
Contrary to the concentrated music
industry, no player would have the power to freeze out a new entrant.
Product
A book does not have to be accurately described:
it is a universal and simple object.
Book distributors were already exchanging digitalized listing.
Search
Search would make it easy for customers to find books among the
entire database.
Amazon repeatedly appears first on Google‟s results page.
Source: Robert Spector, Amazon.com: Get Big Fast (2002)
mercredi 22 février 12
Au second trimestre 2011, 51 % de la musique dématérialisée a été consommée sur Internet
contre 49 % en téléchargement.
mercredi 22 février 12
Un Suédois sur neuf paie un abonnement à Spotify : avec la même proportion, nous pourrions retrouver des ventes à un niveau antérieur à la crise. Il y aura donc 3 formes de diffusion de la musique numérique:
1.L’achat à la carte, type iTunes, 2. L’accès à travers l’abonnement simple (Spotify) ou couplé (Deezer-Orange)3. La gratuité financée par la publicité.
mercredi 22 février 12
Example Kindle: A service, not a device
“The vision for Kindle is every book ever in print in any language - all available in less than 60 seconds.” Jeff Bezos
Amazon struggles with publishers to implement its vision: • Lowering prices, even if it requires temporarily selling at a loss • Increasing selection: 900,000 books available • Pressuring them with Print on Demand and auto-publishing
Like iTunes, it is a seamlessly integrated ecosystem. Amazon wants to become a one-stop shop: • Kindle‟s 3G chip • Access to the ebook catalog through the Kindle or the apps
Even if the Kindle is the best device to read for a long time, it is more of a platform than a device: • A device-agnostic experience thanks to mobile and desktop application (Whispersync1)
• A streamlined interface and user experience dedicated to reading on many devices
1Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.
mercredi 22 février 12
Newhorizons
Web 3.0 refers to a third generation of internet-based
services that collectively allow the emergence of
the Objects / Semantic web.
cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/
mercredi 22 février 12
10 lundis pour
ra.raper le train du digital
4P vs 4C
• Product <-‐> Commodity• Price <-‐> Cost• Place <-‐> Channel• Promo9on <-‐> Communica9on
55
mercredi 22 février 12
10 lundis pour
ra.raper le train du digital
KPI’s
... and (above all) Objec9ves !
56
mercredi 22 février 12
As a star5ng point …
Reten5on/loyalty
Purchase
Convic9on (to buy)
Prefer
Like
Aware
Unaware
Nega5ve Disposi5on
BRAND EQ
UITY
mercredi 22 février 12
As a star5ng point …
Reten5on/loyalty
Purchase
Convic9on (to buy)
Prefer
Like
Aware
Unaware
Nega5ve Disposi5on
BRAND EQ
UITY
HEART(Bonding)
HEAD(Understanding)
HAND(Sales)
mercredi 22 février 12
Objec5ves & Related KPI’sE-‐Acquisi9on / Promo• Recruit : E-‐Prospects / e-‐Leads / (Loyal) e-‐Customer / • People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer• Conversion Rate, Repeated Visits, C/Conversion, leads
Engagement• Let’s live a full Digital (and more) experience • Brand Ambassador, Advocacy, Story Tellers, Influencers• Time spent, Dwell (Rate / Time), Virality, Repeated Visits
Brand/Communica9on Values Building• Communicate in the most balanced & impressive way• Customers, (Non) Users, Target Group• Cov., OTS, Affinity, Context, Impact, Click, InteracQon
BRAND EQ
UITY
mercredi 22 février 12
OPINION OF FRIENDS & FAMILY, WORD-OF-MOUTH,
SOCIAL NETWORKS
OPINION OF SURFERS (BLOGS, FORUMS)
PRESS COVERAGE
ADVERTISING IN MEDIA (TV, INTERNET, RADIO, OUTDOOR,
PRESS)
MAILINGS, E-MAILINGS,
TRADE EXHIBITIONS,
SPONSORED EVENTS
WEB SITES,POINT OF SALES.
P O E
PAID.OWNED.EARNED
mercredi 22 février 12
80 => 530 M $(dt 235 M en TV)
E 1 million Facebook and MySpace fans
O
P SOV x 2 vs MC CAIN(1/3 last month)
mercredi 22 février 12
DOMINANCE OF PAID MEDIA
2011,IN BELGIUM,
PAID MEDIA REMAIN THE MOST EFFICIENT WITH 58% OF TOTAL
IMPACT
BEFORE THE EARNED MEDIA AT 25 %
OWNED MEDIA ARE SCORING AT 17 %.
58% 17% 25%
P O E
mercredi 22 février 12
Owned Media
33 %DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED) VIENNENT DES SITES
DE MARQUES
67 % DES POINTSDE VENTE PHYSIQUES
O
mercredi 22 février 12
69
Offline brand experiences are the main online conversation
starters.
mercredi 22 février 12
70
Earned Media
19 % DE L’IMPACT DES MÉDIAS PUBLICS (EARNED) VIENNENT DE l’ OPINION INTERNAUTES, WEB SOCIAL, 81 % PROVENANT DE L’OPINION DES PROCHES, DU BOUCHE À OREILLE,
L’INTERLOCUTEUR, PROCHE OU PAS, DEMEURANT PLUS IMPORTANT QUE LE CANAL.
mercredi 22 février 12
HAVAS MEDIA
PAID OWNED EARNEDBRANDS
AVERAGE SECTOR 55% 14% 30%
Google 51% 21% 28%
Coca Cola 67% 9% 25%Facebook 51% 18% 31%Microsor 57% 15% 28%Loterie Na5onale 64% 11% 25%Apple 53% 13% 33%Nike 65% 10% 25%Disney 64% 11% 25%Quick 65% 7% 29%Dell 63% 11% 26%
P O E
ICONIC
EXPOSURE
mercredi 22 février 12
Moment of
purchase
...close to THE Decision Cycle Process
Ini5al Considera5on Set
Trigger
Loyalty loop
Ac9ve evalua9onInforma9on gathering, shopping
Postpurchase experienceOngoing exposure
The consumer considers an ini9al set of brands, based on brand percep9ons and exposure to recent touch points.
Ul9mately, the consumer selects a brand at the moment of purchase.
Consumers add or substract brands as they evaluate what they want.
Aier purchasing a product or service, the consumer builds expecta9ons based on experience to inform the next decision journey.
1
2
3
4
Cross selling via Owned • Website• Customer Care• POS
Owned• Website• Customer Care• POSEarned
PaidPast + actual campaignsOwned•Website + BranchesEarned•WOM/Peers + Social Media
Product Owned•Website + branches => customer care
Paid•SEO+SEA+ campaignOwned•Website + BranchesEarned• WOM / Peers + Social Media
mercredi 22 février 12
Monoprix’s POE Challenge : A ‘3D’ implementationOn ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
mercredi 22 février 12
Monoprix’s POE Challenge : A ‘3D’ implementationOn ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
The Idea
How to generate the best earned of
the distribu5on market?
The Challenge
69k fans (compared to 4k for Auchan and Leclerc)Qualita5ve verba5m on Facebook and influent blogsThe highest earned consumer percep5on of the market
The Results
A powerful repackaging of the private label products
Buzz around Owned and PaidSustained by an ac5ve community managementExclusive offers for Fans
Step 3: Earned Media
Step 2: Paid campaigns Capitalizing on the packaging
Step 1: Owned Media
P
O
E
OOHOOBPrint
mercredi 22 février 12
Big Brother ? Cookie !• Micro file
– Chain of characters
• Allows to keep informa5on about a browser– Browser = +/-‐ surfer
• Accepta5on rate– Variable but for metriweb = 98%
• Webver5sing in Belgium– Metriweb – Unique visitors / Duplica5on / Accumula5on
– Ad Server – Frequency capping
mercredi 22 février 12
The last ad vs Reality
The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed
$
$
$
$
$
$
mercredi 22 février 12
The last ad vs Reality
The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed
The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time
$
$
$
$
$
SearchGoogle
BannerYahoo
Rich Media & Sponsorship MSN
BannerCNet
BannerSky Sports
$
mercredi 22 février 12
Campaign delivery
When the concerned users go on our network, the customized ads are shown to the relevant users.
Products data collect (thanks to a cookie)
We memorize the products of the users browsing / surfing on the the partners sites
Choice of the relevant strategy
1 Products consulted
2 Similar products to the products consulted or placed in the basket page of the site
3 Complementary products to the product purchased
Data collect Strategy Diffusion
Dynamic retarge5ng : concept
mercredi 22 février 12
Dynamic retarge5ng : scenarios
80
Hitech.com
500€
The user has seen a 46cm TV on the Hitech.com site
Product recall Recommenda9ons Cross selling
The user has placed the TV in the basket page but has not bought the product.
The user has bought a 46cm TV
Hitech.com
300€
Hitech.com
100€
We personalized the banners by showing the products previously consulted by the user.
We personalize the banners with the highlight in the banners of the products from the same category (TV size, price, brand, etc…)
We personalize the banners by highligh5ng addi5onal products In this case, it could be a DVD player or surround sound system.
mercredi 22 février 12
10 lundis pour
ra.raper le train du digital
Main ChallengeManage an always Larger Pale.e
mercredi 22 février 12
Time 4 sharing
+ 32 / 496 26 06 88 Messenger: hugues@live Mail: [email protected]: www.rey.be Twi.er / Foursquare: huguesreySlideShare: Yugs13Linkedin: h.p://www.linkedin.com/in/huguesrey
mercredi 22 février 12