mspa istambul (in english)

Copyright Hipipip 29 04 09 Droits réservés *

Avec Internet,il faut désormaispenser autrement

Ⓒ Henri Kaufman 27 05 10

With Internet, we need to startthinking differently


The new functionnalities of the World

Wide Web are leading to profound

changes in our vision of the world and the

behaviour of individuals – and consumers.

And by the same token, in their

relationships with brands


We live in a permanently changing world - In 2010, 70% of the Internet content will be generated by internauts

and no by the brands : ‘’UGC’’

- Y Génération think that mails are already ’’has been’’

- YouTube is now the 2nd research engine, behind Google

- Facebook is the 3rd most visited website WW (10th 3 years ago)


We live in a permanently changing world -34% of post’s bloggers W W concern products and brands

- 35% of books sold by amazon.com are already read on a Kindle

- 66% of US internet connexions by a Smartphone are made through an

iPhone


Think differently


Thinking with the right-hand side

of your brain


Left : rational, planning, numbers Right : creativity, emotions, dreams


Collective intelligence

More heads are better than just one

An idea that is shared is an idea that gets

better

Open-coffee, bar-camps, down-up, canteene,

webinaires…


With Internet, we entered in a « Far West » period : space belongs to the first to grab it.With Internet, we entered in a « Far West » period : space belongs to the first to grab it.


We are now in an era of surfing and constant flowWe are now in an era of surfing and constant flow


We are all interconnected


Towards new Customer/ Brand relationships

Companies will have to learn

to loosen their grip

wether they like it or not


New consumers = New behaviour


How to reinvent new relationships with customers

- Who are not longer loyal to the brand in the way they were « before »

- Who are not longer won over by card-based loyalty programs

- Who no longer keep quiet unless spoken to

- Who want to be aknowledged and listened to

- Who have ways of making sure that they are listened to and respected

- Who visit internet before shopping or vice versa

- Who are often more experts than the salesmen

-,


The consumeris now a media


Customer want to be welcomed in his total aspect : his

tastes, what he is expecting for, his sensitivity, where he is

located in real time…


“Adaptive marketing” : Greater interaction with consumers

and initiatives tailored to the individual, Forrester Research 29 03 10.

Marketers will create consumer-focused strategies, while

abandoning push marketing.

Companies will also seek to create consumer “experiences”

instead of campaigns and change their strategies to reach

individuals instead of segmented audiences.

Marketers will also increasingly use consumer interaction

and real-time customer insight.


Customers no longer want dialogue with a brand or a

website : they want to dialogue with a real person.

Your brand no longer belongs to you.

Your brand is what people are saying

and not you say it is.

Your image is not in your website but on the Google

home page

-


Internet and social media are

no longer options.

Internet IS a social medium


Internet : 5 innovative steps

1- communication one to one

2- Web2.0 : communication via Social networking

3- mobile : geoloc, always connected

4- Products turn to Social Products

5- Places turn to Social Places


1- communication one to one : e-mail2- Web2.0 : communication via Social networking : Facebook, Twitter, blogs, …


3- mobile : geoloc, always connectedBlackberry, iPhone

4- Products Social Products :Stickybits, barcodes

5- Places Social PlacesFlashcodes, Foursquare..


Totally fresh, amazing

New ideas


Products become « social products »


produits

Customer can attach a tag to the product via the barcode


produits

All users can share their advice about the product


aa


aa

Pay your invoices with your iPhone : Square


Google Goggles


A new sport for Customers : compare prices and look

after the best offer


When customer surfs on a websitesite, Workit shows the prices of competitors !


During your shopping, your iPhone shows you, in real time, the competitors prices and give the way to go on a map…


Two majors strategies are born :

Mixing Commerce and e-Commerce methods

Commerce and Social-Commerce work as allies


Retail Off line

e-Commerce


Réseaux Sociaux e-Commerce


Really learn

about live marketing

by going on line to blogs

and

the websites of certain

companies


Zappos

amazon

iPhone

mystarbucksidea

1-800-

flowers

DellTwitter

jetblue


New Jobs

Social Commerce managerCommunity ManagerWeb designer /authoriPhone developer…

New Jobs

Social Commerce managerCommunity ManagerWeb designer /authoriPhone developer…


Les réseaux sociaux : une enclave du Web ?

Non, c’est le Web tout entier

Social networks are not a part of the Web

They are the web !


Merci !Hip ip ip

Google : henri kaufmantwitter : henrikaufmanFacebook : minurl.fr/bmrtel : 0607 372822

Merci !

Hipipip@henrikaufmanGoogle : Henri Kaufman

mspa istambul (in english)

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