kikk festival - tendances 2011/2012- 24 nov 2011 - en

1 24+25 nov. 2011

namur (be)

kikk 2011

international digital festival

Shape & Shake, 6 Trends 2011/2012 Jérémy Coxet CEO Vanksen Luxembourg/Suisse

Marketing et interactivité :

2

Agenda

2

3

contents

3

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

4

1. The challenges of real time

4

5 5

ATAWADAC

The challenges of real time

AnyTime AnyWhere Any Device Any Content (or « Mobiquité »)

6 6

ATAWADAC : Anytime, Anywhere, Any Device, Any Content


7 7



8 8



9 9

Brands who will know how to surf will get the upside


Create Real time Interaction

Surf on Real time

Interest

Real-Time Marketing !

10 10

Tippex - A Bear and Hunter NSFW


Europe http://www.youtube.com/watch?v=4ba1BqJ4S2M

Real time simulation 45 pre-recorded videos of man-bear interactions

http://www.youtube.com/watch?v=4ba1BqJ4S2M

11 11

A Bear and Hunter NSFW


Europe http://www.youtube.com/watch?v=JhIU4rmlF5A

http://www.youtube.com/watch?v=JhIU4rmlF5A

12 12

Old Spice, response campaign


Opération cloturée

United States http://www.youtube.com/watch?v=S0Ei6WQkjUY

Low latency Be quick on your feet, even with your ad, it’s worth it !

Talk-back Old Spice gets +55% sales by responding to its Superbowl ad fans (in video)

http://www.youtube.com/watch?v=S0Ei6WQkjUY

13 13

Old Spice, response campaign


One shot op.



14 14

Twelpforce Best Buy


Opération cloturée



15

2. #Splinternet : a land of many

15

16 16

More media, mobile, everywhere, anytime media

Source the mobile world 2010

The mobiles they are a growing !

Endless mutliplication of channels

http://www.themobileworld.com/

17 17

More media, mobile, fastest growing

Endless mutliplication of channels Source : Mary Meeker, Morgan Stanley

Mobile growing Faster than desktop access

http://www.slideshare.net/vivianda/internet-trends-cm-summit-2010

18 18

And everything tends to go faster

Endless mutliplication of channels http://aaplinvestors.net/

Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod

http://aaplinvestors.net/

19 19

• 2011 = 28 M units sold worldwide

• 60% of iPad users are using it 2 hours a day on average

805 000

585 000

370 000

0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

France Royaume-Uni Italie

And everything tends to go faster

Endless mutliplication of channels 11/01/2011

Sources : faberNovel, tarifMedia, SRégie

iPad Sales (France, UK, Italie, april -dec 2010)

United Kingdom Italy

20 20

Novelty devices, novelty media, boundless offers


More media than ever struggling for your attention

time

Portable music

Snack -sized entertainment

On demand movie hub

Game console

E-reader

New retail experience

Voice and pda

Software & Iad

21 21

Snap Tell App- Take a photo of a product..

Snap Tell App- App analyzes and recognises photo - Generates price comparison and review links

http://www.vouchercloud.com/

Products carry more information than you would expect

Witness the mobile revolution


http://www.vouchercloud.com/

22 22

Witness the mobile revolution : geolocalisation

http://foursquare.com/


http://foursquare.com/

23 23

http://www.youtube.com/watch?v=jjSaS-3EHWU

Even old school prints are turning into mobile media !






24 24

France http://www.youtube.com/watch?v=jjSaS-3EHWU

Even old school prints are turning into mobile media !





25 25

Social gaming is mushrooming

Source : sharesPost Inc


>

5,51 M$ 5,16 M$

Created in June 2009, 83Millions active users!

26

3. Social media fatigue : avoid spam and saturation

26

27 27

Can you take the heat ?

(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

50M+ FB status updates

35M+ FB comments

50M+ Google Search

800.000+ downloads on

appstore

7500+ new LinkedIn accounts

60000+ Youtube video uploaded

http://www.pearltrees.com/













28 28

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




29 29


Datadeluge ?





30 30

Potential customer

Prospect Prospect Customer Member

Loyalty Purchase

From funnel to journey

Social media fatigue http://aaplinvestors.net/

Tired : path to purchase

Selection Consideration Awareness

TV, Print

Instore CRM

Front / Display Literature Options

Salesman Display POP/POS

http://aaplinvestors.net/

31 31

From funnel to journey

Social media fatigue

Open Brand by Kelly Mooney

Wired : decision journey

http://theopenbrand.resource.com/

http://theopenbrand.resource.com/

32 32

Who’s paying attention ?


33 33

death by over choice

Over choice

Social media fatigue http://www.youtube.com/watch?v=VO6XEQIsCoM

http://www.youtube.com/watch?v=VO6XEQIsCoM

34 34

A challenging world for marketers


Mass media is vanishing, traditional marketing is losing reach, engagement & 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!

Real time transparency

35 35

4. Listening to your e-reputation is not enough From buzz monitoring to community management & social CRM

36 36

Buzz monitoring : learn to survey conversations

Learn to regain control > Listen

Conversations?

37 37

Buzz monitoring : learn to survey conversations


Conversations? Conversations?

38 38

I heard it through the grapevine !


Conversations?

Conversations = Participants + Objects + Locations + Activities + Polarities (Is it good or bad ?) + Intensity + Frequency

39 39


There’s no official ranking and mapping

The what, who, when and how of e-reputation monitoring

40 40

The what, who, when and how of e-reputation monitoring


There’s no secret control room

41 41

Where should you start from ?


Social media is plentisome

42 42

Start here !


Think of Google as the next best thing to a prime time online spot

43 43

Manage the most influential crossroad for your ereputation


A typical Google “bad buzz”

44 44

Manage the most influential crossroad for your ereputation


Do not forget to check sponsored links

…often used by counterfeiters

45 45

Social media conversation does not register in full on search engines


HSBC vs. Students (Facebook)

46 46

Domain names as key assets to monitor


Microsoft has a 56% typo-squating rate

Check your typosquatting stats on http://typosquat24.com

47 47



Do not forget to check google sponsored links

http://www.koleos.tv

48 48



49 49

I heard it through the grapevine !


The many tools of reputation monitoring

Free

Paid

twitter search

http://www.vanksen.fr/watch


50 50

Paid tool : more sophisticated


- 3 millions de sources monitorées (Blogs, Forums, Sites d’informations, Twitter, Facebook ) - 7 langues analysées

Ex : la solution

Listen to the whole visible Internet !


51 51



Customized reporting


52 52


Tailored KPI’s

53 53

BuzzMonitoring : Start up using simple tools


Netvibes as a monitoring dashboard

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

Netvibes.com Technorati Search

Google News

Twitter

BlogPulse

Wikipedia

Google Blogs

Flickr Youtube, Dailymotion Facebook

54 54

…you heard so what are you going to do about it ?


Listen but also engage and take part to the social conversation going on

Answer questions Reward positive buzz Correct errors

misrepresentations

Lead conversations to

their proper platforms

Act up before the crisis

gets bigger

Create a conversation

55

5. Brand content and brand utility : earn attention!

55

56 56

Less Attention

Brand Content & Brand Utility

Source : Media Dynamics USA 2010

To achieve an equivalent penetration, it takes…

In 1965 in the United States 80% of the 18-49 year age group were reached with only

prime time commercials 3 125

X40

57 57

Internet is not the lair of interruptive marketing

Brand content and brand utility : earn attention!

58 58

Learn to earn your audience’s attention : desire + utility


Web = permission marketing

59 59

Take your marketing to the 3D Level


Expérience contagieuse

60 60

BMW Be entertaining

Brand content and brand utility : earn attention! http://www.bmwusa.com/uniquelybmw/bmw_art/films

l

One of the early hits of brand content

More than 100M views

61 61

Burger King playing the advertainment game right


62 62

Burger King playing the advertainment game right

Brand content and brand utility : earn attention! USA

$3.99 with the purchase of a menu

40%

of profit growth year Over year

3.2m Games sold

Million of hours of exposition to the brand

63 63

Fiat Eco Drive

Brand content and brand utility : earn attention! http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm

l

64 64

Don’t use demographics when you think about a brand utility.

Brand content and brand utility : earn attention! Source : ingmar de lange

Use an activity

It’s not about who your consumers are. it’s about what they do.

Running

Driving

Entertaining

Eating

Nike

Fiat

Zynga

Domino’s Pizza

Nike+

Ecodrive

Farmville

Domino’s Pizza tracker

65 65

6. From social media tactics to strategy

66 66

An opportunity for new marketing approaches

From tactics to strategy

Interactive shopping Window

RSS, Podcasts & video- casts

Desktop & online widgets

Viral Marketing

Buzz, Street & Guerilla

Buzz Monitoring

Social Media (Facebook, YouTube, Twitter)

Bloggers Outreach

Blogs, Wikis & online communities

User Generated Content & crowdsourcing

Marketing 2.0

PR2.0

Personalised videos

Video with call back

Advergame

Video Seeding

Sponsored posts

67 67

First off : plan it right !


Tools & technologies are not a strategy

≠ Creativity

≠ Social Media

68 68

Tools are not a strategy


Not the hammer! Focus on the house,

69 69

TOMSTER framework : - Target - Objectives - Message - Strategy - Touchpoints - kpis to Evaluate, - Resources & Constraints

Insight : - e-reputation monitoring - Site & brand audit - Performance & analytics - Industry benchmark - Strategic Planning

Strategy & creative idea - Brand experience - Brand content, - Brand utility - Brand event… - Buzz, UGC & viral -…

- Owned media : Branded FB, Twitter, videos & blog) - Paid Media : Banners, SEO, SEA, emailing,… - Earned media : Influence, blogs outreach, PR,…

- Community management - Social CRM, - Loyalty & ambassador programs - Crowdsourcing & cocreation

- Web analytics AAARR, - Brand performances - NPS : recommendation rate - ROI measurement

Define a brief

Get a reality check

Build a contagious experience

Amplify with owned, paid & earned media

Increase loyalty & advocacy

Measure & optimize

The mandatory steps for accurate 2.0 marketing

Learn to regain control

Vanksen’s P.L.E.A.S.E™ decision model

70 70

TOMSTER framework : - Target - Objectives - Message - Strategy - Touchpoints - kpis to Evaluate, - Resources & Constraints

Insight : - e-reputation monitoring - Site & brand audit - Performance & analytics - Industry benchmark - Strategic Planning

Strategy & creative idea - Brand experience - Brand content, - Brand utility - Brand event… - Buzz, UGC & viral -…

- Owned media : Branded FB, Twitter, videos & blog) - Paid Media : Banners, SEO, SEA, emailing,… - Earned media : Influence, blogs outreach, PR,…

- Community management - Social CRM, - Loyalty & ambassador programs - Crowdsourcing & cocreation

- Web analytics AAARR, - Brand performances - NPS : recommendation rate - ROI measurement

Define a brief

Get a reality check

Build a contagious experience

Amplify with owned, paid & earned media

Increase loyalty & advocacy

Measure & optimize

First off : plan it right !

Learn to regain control

Vanksen’s P.L.E.A.S.E™ decision model

71 71

T.O.M.S.T.E.R. : 7 questions for a successful strategy

T.O.M.S.T.E.R. : Comment créer un brief 2.0

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?

TouchPoints

Quels sont les points de contacts et technologies à utiliser?

Evaluation KPIs

Quels sont les metrics servant à mesurer le succès de cette action

Resources Quelles sont les ressources (financières, humaines, timing) et les

contraintes (politiques, organisationnelles,…) pour ce projet?

72 72

Une grande partie des initiatives en marketing 2.0 sont …des échecs!

Cette situation vient souvent d’un mauvais alignement des objectifs

de l’agence et de l’annonceur…

…faute d’une définition précise.

Objectifs : Définir clairement et prioriser


Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

73 73

Faire du Buzz

≠ un objectif



Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

74 74

Un objectif précis est vital pour pouvoir ENSUITE définir la stratégie, les technologies & points de contacts pertinents



Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Faire progresser les ventes

Acquérir de nouveaux clients

Améliorer la transformation

Hausse de la fréquence/montant

Activation Promotionnelle

Construire la préférence et améliorer la réputation

Améliorer le support client

Nombre & % d’avis positifs online

Nombre de citations media

Fidéliser, animer & Activer ses fans

CoConcevoir de nouveaux produits

Augmenter le taux de recommandation

Fidéliser (social CRM & community management)

Recruter des membres / abonnés / Fans

Augmenter l’exposition, la notoriété et le trafic

Accroître l’audience d’un site

Augmenter le trafic en magasin

Augmenter le nb d’exposition à la marque

Augmenter la notoriété

Mieux comprendre les attentes clients

Comprendre les tendances marché

Découvrir de nouveaux insights

Qualification du buzz online

Mesurer ses performances /concurrence

75 75

Objectifs : Attention à prioriser et préciser


Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

• Attention à prioriser La meilleure façon de ne pas atteindre votre objectifs est d’en sélectionner un trop grand nombre

• Soyez clair & précis

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 campagne, pige media, nombre de citations sur le web…)

• Astuce Communiquez à votre agence un seul chiffre qui signifierait qu’à la fin celle-ci à été un succès. Cela permettra d’assurer un alignement optimal de vos efforts vers un but déterminé de manière claire et mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres buts secondaires).

76 76

Ressources : un des critères déterminants pour votre stratégie

T.O.M.S.T.E.R. : Comment créer un brief 2.0 http://www.charleneli.com/

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

“To be successful using social technologies, companies must first prepare and align internal

roles, processes, policies and stakeholders with their business objectives. Social business

is a profound change that impacts all departments in the organization.”

Charlene Li - Founder of Altimeter Group - Author of Open Leadership - Coauthor of the Groundswell

http://www.charleneli.com/

77 77

• Le temps, le budget mais aussi et surtout l’organisation, les outils et compétences internes auront un impact clef sur votre stratégie

Définir ses contraintes / capacités pour une campagne 2.0


Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Procédures & Outils

Outils de coordination (Intranet 2.0,...)

Outils existants (metrics, CRM, ereputation)

Existence de procédures & guidelines?

Contraintes Organisation-nelles

Existence & Composition des équipes internes?

Qui pilote & décide?

Quel circuit de validation/reporting?

Contraintes légales & techniques

Timing

Budget

Contraintes de temps & budget

Compétences & suivi / formation

« Reverse mentoring » pour la direction?

Programme de formation experts/employés?

Quelle compétences 2.0 en interne?

Accompagnement, validation et mise à jour?

78 78

• Le buzz et le media sociaux ne sont pas gratuits! – Un budget est nécessaire pour

• Les outils : programmation, design, license, hébergement,…

• Le temps (important) de gestion : monitoring, conception et déploiement des campagnes, mesure et reporting

• La création de contenu

• L’activation media

• Mais ils offrent un ROI supérieur à long terme : – Chaque campagne capitalise sur les contacts accumulés au cours des

campagnes précédentes et tout au long de l’année (plateforme relationnelle)

Ressources : Budget

T.O.M.S.T.E.R. : Comment créer un brief 2.0 Source : Coca-Cola

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Campagnes marketing traditionnelles

Temps

Campagnes marketing 2.0

Temps

Fan

s/Fo

llow

s/Fr

ien

ds

Fan

s/Fo

llow

s/Fr

ien

ds

79 79

• La réalité est parfois décevante par rapport à vos attentes. Seule la pratique vous permettra de passer de l’expérimentation à la maîtrise

• Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;)

Ressources : Ne vous laissez pas décourager…


Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

80 80

• Une collaboration interne est donc nécessaire mais rarement possible sans adaptation de l’organisation en silos

Organisation : adapter son organisation interne?

T.O.M.S.T.E.R. : Comment créer un brief 2.0 Source : olivier alain blanchard, @thebrandbuilder

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Head of Social Media

Developed the Social Communications Infrastructure Oversees Social Media activity Coordinates Social Media activity Provides leadership + Support

Customer Support

RP + Reputation Mgmt

Marketing

Measurement

Community Management

Monitoring Support Triage

Data Analysis Reporting

Monitoring Responding to crises Content, events & Promotion

Monitoring Responding to inquiries Content Triage

Research Content Development Promotions

Corporate

Brand reputation CSR

81 81

• Pour être réactif, il faut définir à l’avance des procédures permettant d’anticiper les actions à mener

Procédures et outils : ex de procédure de gestion des citations


Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

A t on quelque chose à ajouter?

Evaluer la raison

Répondre et partager

Remercier la personne

Client mécontent?

Râleur

professionnel?

Troller ou comique?

Negative Positive

Oui Non

Souhaite on répondre?

Pas de réponse

Non

Oui

Corrriger le problème en communicant l’action au client

Les faits sont ils corrects?

Corriger les faits avec tact

Non

Non

Non

Oui

Les faits sont ils corrects?

Le client nécessite plus d’information

Oui

Expliqué ce qui a été fait pour résoudre le

problème

Oui

Le problème a t-il été résolu?

Oui

Ne pas réagir et suivre l’évolution

Non

Oui

Non Oui

Oui

Evaluer le message

Mention de la marque

82 82

Going Further

83 83

Useful resources

Going further

More than 3500 case studies available

Recommended readings

Read our blog: http://www.Culture-Buzz.com

http://www.amazon.fr/Marketing-Groundswell-Josh-Bernoff/dp/1422129802/ref=sr_1_2?ie=UTF8&qid=1287387464&sr=8-2

http://www.amazon.com/Open-Leadership-Social-Technology-Transform/dp/0470597267/ref=sr_1_1?s=books&ie=UTF8&qid=1287387693&sr=1-1

http://www.amazon.com/gp/product/0143114948/ref=s9_simh_gw_p14_d11_i2?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-4&pf_rd_r=1MDMF7CF4EAYF2RSSFY2&pf_rd_t=101&pf_rd_p=470939031&pf_rd_i=507846

http://www.amazon.com/New-Community-Rules-Marketing-Social/dp/0596156812/ref=sr_1_1?s=books&ie=UTF8&qid=1287388060&sr=1-1

http://www.amazon.com/gp/product/0470571098/ref=s9_wishx_gw_ir03?ie=UTF8&coliid=IW9WW6AG4K9M7&colid=1PMRUFRMV0FYK&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-3&pf_rd_r=1MDMF7CF4EAYF2RSSFY2&pf_rd_t=101&pf_rd_p=470938811&pf_rd_i=507846

84

© 2010. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.

Thank you for your time

www.vanksen.fr/blog Click to learn more

Jérémy Coxet CEO Vanksen Luxembourg/Suisse 7 rue des Mérovingiens /-8070 Bertange, Luxembourg Tel : +352 48 90 90 229 [email protected] Web : www.vanksen.com Twitter: @jcoxet

mailto:[email protected]

kikk festival - tendances 2011/2012- 24 nov 2011 - en

Technology

decision model

regain control

measure contagious

reality check

brand utility

web analytics

brand experience

brand content