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

1. Marketing et interactivité :
Shape & Shake, 6 Trends 2011/2012
Jérémy Coxet CEO Vanksen Luxembourg/Suisse
kikk 2011 24+25 nov. 2011 1
international digital festival namur (be)

2. Agenda
2 2

3. contents
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
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4. 1. The challenges of real time
4 4

5. The challenges of real time
ATAWADAC
Anytime
Anywhere
Any Device
Any Content
55

6. The challenges of real time
ATAWADAC : Anytime, Anywhere, Any Device, Any Content
66

7. The challenges of real time
Brands who will know how to surf will get the upside
Create Surf
Real time Real time
Interaction Interest
77

8. The challenges of real time Europe
http://www.youtube.com/watch?v=4ba1BqJ4S2M
Tippex - A Bear and Hunter NSFW
Real time simulation
45 pre-recorded videos of man-bear interactions
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9. The challenges of real time Europe
http://www.youtube.com/watch?v=JhIU4rmlF5A
A Bear and Hunter NSFW
99

10. The challenges of real time United States
Opération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUY
Old Spice, response campaign
Talk-back
Old Spice gets +30% sales by responding to its Superbowl ad fans (in video)
Low latency
Be quick on your feet, even with your ad, it’s worth it !
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11. The challenges of real time United States
One shot op. http://www.youtube.com/watch?v=S0Ei6WQkjUY
Old Spice, response campaign
1111

12. The challenges of real time France - Global
Opération cloturée http://www.youtube.com/watch?v=_fdIzYdb9MI
France 24’s take on real time TV
Fully searchable
Video news subbed, indexed and tagged in real time
On spec
Navigate tailor-fit news depending on your location and interests
1212

13. The challenges of real time France - Global
Opération cloturée http://www.youtube.com/watch?v=S0Ei6WQkjUY
France 24’s take on real time TV
1313

14. 2. #Splinternet : a land of many
14 14

15. Endless mutliplication of channels
Source the mobile world 2010
More media, mobile, everywhere, anytime media
The mobiles they are a growing !
1515

16. Endless mutliplication of channels
Source : Mary Meeker, Morgan Stanley
More media, mobile, fastest growing
Mobile growing Faster than desktop access
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17. Endless mutliplication of channels
http://www.vouchercloud.com/
Witness the mobile revolution
Products carry more information than you would expect
Snap Tell App- Snap Tell App- App analyzes and recognises photo Red Laser
Take a photo of a product.. - Generates price comparison and review links Barcode scanning app
1717

18. Endless mutliplication of channels
http://foursquare.com/
Witness the mobile revolution : geolocalisation
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19. Endless mutliplication of channels
Novelty devices, novelty media, boundless offers
More media than ever struggling for your attention
On demand Software New retail
Snack -sized movie hub experience
entertainment & Iad
time
Portable Game Voice E-reader
music console and pda
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19

20. Endless mutliplication of channels
http://aaplinvestors.net/
And everything tends to go faster
Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod
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21. Endless mutliplication of channels 11/01/2011
Sources : faberNovel, tarifMedia, SRégie
And everything tends to go faster
iPad Sales (France, UK, Italie, april -dec 2010)
900 000
805 000
800 000
700 000
585 000
600 000
500 000
370 000
400 000
300 000
200 000
100 000
0
France United Kingdom
Royaume-Uni Italy
Italie
• 2011 = 28 M units sold worldwide
• 60% of iPad users are using it 2 hours a day on average
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21

22. Endless mutliplication of channels
http://www.youtube.com/watch?v=jjSaS-3EHWU
Even old school prints are turning into mobile media !
22
22

23. Endless mutliplication of channels France
http://www.youtube.com/watch?v=jjSaS-3EHWU
Even old school prints are turning into mobile media !
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24. Endless mutliplication of channels
Source : sharesPost Inc
Social gaming is mushrooming
Created in June 2009, 83Millions active users!
>
5,51 M$ 5,16 M$
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24

25. Endless mutliplication of channels
The web squared : we can mark anything with meta content
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25

26. 3. Social media fatigue : avoid spam and saturation
26 26

27. (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
Can you take the heat ?
152 million – The number of blogs on the Internet (as
tracked by BlogPulse).
25 billion – Number of sent tweets on Twitter in 2010
100 million – New accounts added on Twitter in 2010
175 million – People on Twitter as of September 2010
600 million – People on Facebook at the end of 2010.
250 million – New people on Facebook in 2010.
30 billion – Pieces of content (links, notes, photos, etc.)
shared on Facebook per month.
20 million – The number of Facebook apps installed each
day.
27
27

28. (Social) media fatigue
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
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28

29. (Social) media fatigue
http://techcrunch.com/2010/08/04/schmidt-data/
Datadeluge ?
29
29

30. Social media fatigue
http://aaplinvestors.net/
From funnel to journey
Tired : path to purchase
TV, Pri Instore CRM
nt
Salesman
Front / Display
Literature Display
Options POP/POS
Potential
Prospect Prospect Customer Member
customer
Awareness Consideration Selection Purchase Loyalty
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30

31. Social media fatigue
Open Brand by Kelly Mooney
From funnel to journey
Wired : decision journey
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31

32. Social media fatigue
Who’s paying attention ?
32
32

33. Social media fatigue
http://www.youtube.com/watch?v=VO6XEQIsCoM
Over choice
death by over
choice
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33

34. Social media fatigue
A challenging world for marketers
Mass media is
vanishing, traditional marketing
Real time is losing reach, engagement &
transparency 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!
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34

35. 4. Listening to your e-reputation is not enough
From buzz monitoring to community management & social CRM
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35

36. Learn to regain control > Listen
Buzz monitoring : learn to survey conversations
Conversations?
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36

37. Learn to regain control > Listen
Buzz monitoring : learn to survey conversations
Conversations?
Conversations?
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37

38. Learn to regain control > Listen
Buzz monitoring : learn to survey conversations
Conversations?
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38

39. Learn to regain control > Listen
I heard it through the grapevine !
Conversations?
Conversations
= Participants + Objects + Locations +
Activities + Polarities (Is it good or bad ?) +
Intensity + Frequency
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39

40. Learn to regain control > Listen
The what, who, when and how of e-reputation monitoring
There’s no official ranking and mapping
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40

41. Learn to regain control > Listen
The what, who, when and how of e-reputation monitoring
There’s no secret control room
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42. Learn to regain control > Listen
Where should you start from ?
Social media is plentisome
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42

43. Learn to regain control > Listen
Start here !
Think of Google as the next best thing to a prime time online spot
43
43

44. Learn to regain control > Listen
Manage the most influential crossroad for your ereputation
A typical Google “bad buzz”
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44

45. Learn to regain control > Listen
Manage the most influential crossroad for your ereputation
Do not forget to check sponsored links
…often used by counterfeiters
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46. Learn to regain control > Listen
Social media conversation does not register in full on search engines
HSBC vs. Students (Facebook)
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46

47. Learn to regain control > Listen
Domain names as key assets to monitor
Microsoft has a 56% typo-squating rate
Check your typosquatting stats on http://typosquat24.com
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47

48. Learn to regain control > Listen
http://www.koleos.tv
Domain names as key assets to monitor
Do not forget to check google sponsored links
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48

49. Learn to regain control > Listen
Domain names as key assets to monitor
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49

50. Learn to regain control > Listen
I heard it through the grapevine !
The many tools of reputation monitoring
Free
twitter search
Paid
http://www.vanksen.fr/watch
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51. http://www.vanksen.fr/watch
Paid tool : more sophisticated
Listen to the whole visible Internet !
- 3 millions de sources monitorées (Blogs, Forums, Sites
d’informations, Twitter, Facebook ) - 7 langues analysées
Ex : la solution
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52. http://www.vanksen.fr/watch
Les outils payants : des solutions plus sophistiquées
Mesure : Un reporting plus souple
Plus de souplesse
sur la fréquence
de reporting et
les alertes
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53. Les outils payants : des solutions plus sophistiquées
Analyse : Des indicateurs plus précis et plus flexibles
Définissez avec vos équipes les indices
que vous souhaitez suivre.
Optez pour des indices simples ou
définissez le votre.
Mettez en relation vos actions menées et
les résultats obtenus, jaugez de leur
impact et adapter votre stratégie de
réaction.
Comment
Pc
Pb Inf
Sites Billets n Nc
Pc : Polarité commentaire Article ou commentaire positif : +1
Pb : Polarité billet Article ou commentaire négatif : -1
Nc : Nombre de commentaires Article commentaire neutre : 0
Inf : indice d’influence du site
n : pondération des commentaires / billets = 4
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54. Learn to regain control > Listen
BuzzMonitoring : Start up using simple tools
Netvibes as a monitoring dashboard
Technorati Search Twitter Wikipedia
Netvibes.com
Google News BlogPulse Google Blogs
Flickr Youtube, Dailymotion Facebook
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
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54

55. Learn to regain control > Listen
…you heard so what are you going to do about it ?
measure
Listen React Engage/Talk
Master your e-reputation
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56. Learn to regain control > Listen
…you heard so what are you going to do about it ?
Listen but also engage and take part to the social conversation going on
Correct
errors
Answer questions Reward positive buzz
misrepresentations
Lead Act up before
conversations to the crisis Create a
their proper gets conversation
platforms bigger
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56

57. 5. Brand content and brand utility : earn attention!
57 57

58. Brand Content & Brand Utility
Source : Media Dynamics USA 2010
Less Attention
125
In 1965 in the United States 80% of the To achieve an
18-49 year age group were reached with equivalent
only penetration, it
takes…
3 prime time commercials
X40
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58

59. Brand Contect & Brand Utility
http://blog.marketing-soc.org.uk/2010/04/a-decade-of-digital-10-things-for-
2010/
Spam is out
“Marketing in the
future is like sex.
Only the losers will
have to pay for it. ”
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59

60. Brand content and brand utility : earn attention!
Internet is not the lair of interruptive marketing
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60

61. Brand content and brand utility : earn attention!
Learn to earn your audience’s attention : desire + utility
Web = permission marketing
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62. Brand content and brand utility : earn attention!
Take your marketing to the 3D Level
Expérience
contagieuse
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62

63. Brand content and brand utility : earn attention!
http://www.bmwusa.com/uniquelybmw/bmw_art/films
l
BMW Be entertaining
One of the early hits of brand content
More than 100M views
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64. Brand content and brand utility : earn attention!
Burger King playing the advertainment game right
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65. Brand content and brand utility : earn attention! USA
Burger King playing the advertainment game right
$3.99 with the
purchase of a
menu
Million of hours
40%
of exposition to the of profit growth year
brand
Over year
3.2m
Games
sold
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65

66. Brand content and brand utility : earn attention! United States
December 2010 http://www.youtube.com/watch?v=kLidO5Mrk8o&feature=player_embedded
Saks , Fifth Avenue, 3D projection-mapping
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66

67. Brand content and brand utility : earn attention!
http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm
l
Fiat Eco Drive
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67

68. Brand content and brand utility : earn attention!
Source : ingmar de lange
Don’t use demographics when you think about a brand utility.
Use an activity
It’s not about who your consumers are. it’s about what they do.
Running Nike Nike+
Driving Fiat Ecodrive
Entertaining Zynga Farmville
Eating Domino’s Pizza Domino’s Pizza tracker
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69. Brand content and brand utility : earn attention!
Source : ingmar de lange + original model: rossiter & percy
There need to be a fit between your utility and your brand.
Frustration Aspiration
Brand can make Brands can inspire
things simpler
high involvement
Assurance Sports
Nationwide Mobile Nike+
Irritation Fun
Brands can make Brands make
low involvement
things easier things more fun
Toilet paper Beer
Charmin Sit or Squad Wieckse Sun Radar
negative motivation positive motivation
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70. 6. From social media tactics to strategy
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71. From tactics to strategy
An opportunity for new marketing approaches
Interactive Buzz
shopping Monitoring
Window
Buzz, Social Media
Street (Facebook,
YouTube, Twitter)
& Guerilla PR2.0
Advergame Sponsored
Viral Bloggers posts
Personalised
videos Marketing Marketing 2.0 Outreach
Video with Video
call back Seeding
Desktop Blogs, Wikis
& online & online
widgets communities
RSS, User
Podcasts Generated
Content &
& video- crowdsourcing
casts
7171

72. From tactics to strategy
First off : plan it right !
Tools & technologies
are not a strategy
≠ Creativity
≠ Social Media
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72

73. From tactics to strategy
Tools are not a strategy
Focus on the house, Not the hammer!
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73

74. Learn to regain control
The mandatory steps for accurate 2.0 marketing
Vanksen’s P.L.E.A.S.E™ decision model
Build a Amplify with Increase
Define Get a Measure
contagious owned, paid & loyalty &
a brief reality check & optimize
experience earned media advocacy
TOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded - Community management - Web analytics AAARR,
- Target - e-reputation monitoring - Brand experience FB, Twitter, videos & blog) - Social CRM, - Brand performances
- Objectives - Site & brand audit - Brand content, - Paid Media : - Loyalty & ambassador - NPS : recommendation rate
- Message - Performance & analytics - Brand utility Banners, SEO, SEA, emailing,… programs - ROI measurement
- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation
- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…
- kpis to Evaluate, -…
- Resources & Constraints
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74

75. Learn to regain control
First off : plan it right !
Vanksen’s P.L.E.A.S.E™ decision model
Build a Amplify with Increase
Define Get a Measure
contagious owned, paid & loyalty &
a brief reality check & optimize
experience earned media advocacy
TOMSTER framework : Insight : Strategy & creative idea - Owned media : Branded - Community management - Web analytics AAARR,
- Target - e-reputation monitoring - Brand experience FB, Twitter, videos & blog) - Social CRM, - Brand performances
- Objectives - Site & brand audit - Brand content, - Paid Media : - Loyalty & ambassador - NPS : recommendation rate
- Message - Performance & analytics - Brand utility Banners, SEO, SEA, emailing,… programs - ROI measurement
- Strategy - Industry benchmark - Brand event… - Earned media : Influence, blogs - Crowdsourcing & cocreation
- Touchpoints - Strategic Planning - Buzz, UGC & viral outreach, PR,…
- kpis to Evaluate, -…
- Resources & Constraints
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76. T.O.M.S.T.E.R. : Comment créer un brief 2.0
T.O.M.S.T.E.R. : 7 questions for a successful strategy
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?
TouchPoint Quels sont les points de contacts et technologies à utiliser?
s
Evaluation Quels sont les metrics servant à mesurer le succès de cette action
KPIs
Quelles sont les ressources (financières, humaines, timing) et les
Resources
contraintes (politiques, organisationnelles,…) pour ce projet?
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76

77. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Définir clairement et prioriser
Target Une grande partie des initiatives en
marketing 2.0 sont …des échecs!
Objectives
Message
Cette situation vient souvent d’un
Strategy mauvais alignement des objectifs
TouchPoint
s
de l’agence et de l’annonceur…
Evaluation
KPIs
…faute d’une définition précise.
Resources
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77

78. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Définir clairement et prioriser
Target
Objectives
Message Faire du Buzz
Strategy
TouchPoint
s ≠ un objectif
Evaluation
KPIs
Resources
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78

79. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Définir clairement et prioriser
Un objectif précis est vital pour pouvoir ENSUITE définir la
Target
stratégie, les technologies & points de contacts pertinents
Objectives
Augmenter Construire la
Mieux Fidéliser, animer
l’exposition, la préférence et Faire progresser
Message comprendre les & Activer ses
notoriété et le améliorer la les ventes
attentes clients fans
trafic réputation
Strategy Qualification du buzz Améliorer le support Activation Recruter des membres /
Augmenter la notoriété
online client Promotionnelle abonnés / Fans
TouchPoint Mesurer ses
Augmenter le nb Nombre de citations Hausse de la Fidéliser (social CRM &
s performances
/concurrence
d’exposition à la marque media fréquence/montant community management)
Evaluation Comprendre les Augmenter le trafic en Nombre & % d’avis Améliorer la Augmenter le taux de
KPIs tendances marché magasin positifs online transformation recommandation
Découvrir de nouveaux Accroître l’audience d’un Acquérir de nouveaux CoConcevoir de
Resources insights site clients nouveaux produits
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80. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Objectifs : Attention à prioriser et préciser
Target • Attention à prioriser
La meilleure façon de ne pas atteindre votre objectifs est d’en
sélectionner un trop grand nombre
Objectives
• Soyez clair & précis
Message 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
Strategy campagne, pige media, nombre de citations sur le web…)
TouchPoint
s
• Astuce
Communiquez à votre agence un seul chiffre qui signifierait qu’à la
Evaluation fin celle-ci à été un succès. Cela permettra d’assurer un alignement
KPIs optimal de vos efforts vers un but déterminé de manière claire et
mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres
Resources buts secondaires).
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81. T.O.M.S.T.E.R. : Comment créer un brief 2.0
http://www.charleneli.com/
Ressources : un des critères déterminants pour votre stratégie
Target “To be successful using social
technologies, companies must first prepare and
Objectives align internal roles, processes, policies and
Message
stakeholders with their business objectives.
Social business is a profound change that
Strategy impacts all departments in the organization.”
TouchPoint
s
Evaluation
KPIs
Charlene Li
- Founder of Altimeter Group
Resources - Author of Open Leadership
- Coauthor of the Groundswell
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82. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Définir ses contraintes / capacités pour une campagne 2.0
• Le temps, le budget mais aussi et surtout l’organisation, les outils
Target
et compétences internes auront un impact clef sur votre stratégie
Objectives Contraintes
Contraintes de Compétences & Procédures
Organisation-
temps & budget suivi / formation & Outils
Message nelles
Strategy Budget
Quelle compétences 2.0 Existence & Composition Existence de procédures &
en interne? des équipes internes? guidelines?
TouchPoint
s Timing
Programme de formation Quel circuit de Outils existants
experts/employés? validation/reporting? (metrics, CRM, ereputation)
Evaluation
KPIs
« Reverse mentoring » pour Qui pilote Outils de coordination
la direction? & décide? (Intranet 2.0,...)
Resources
Accompagnement, validatio Contraintes légales &
n et mise à jour? techniques
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83. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Source : Coca-Cola
Ressources : Budget
• Le buzz et le media sociaux ne sont pas gratuits!
Target
– Un budget est nécessaire pour
• Les outils : programmation, design, license, hébergement,…
• Le temps (important) de gestion : monitoring, conception et déploiement des
Objectives campagnes, mesure et reporting
• La création de contenu
• L’activation media
Message
• Mais ils offrent un ROI supérieur à long terme :
Strategy – Chaque campagne capitalise sur les contacts accumulés au cours des
campagnes précédentes et tout au long de l’année (plateforme relationnelle)
TouchPoint
Campagnes marketing traditionnelles Campagnes marketing 2.0
s
Fans/Follows/Friends
Fans/Follows/Friends
Evaluation
KPIs
Resources
Temps Temps
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83

84. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Ressources : Ne vous laissez pas décourager…
• La réalité est parfois décevante par rapport à vos attentes. Seule la
Target pratique vous permettra de passer de l’expérimentation à la maîtrise
• Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;)
Objectives
Message
Strategy
TouchPoint
s
Evaluation
KPIs
Resources
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85. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Source : olivier alain blanchard, @thebrandbuilder
Organisation : adapter son organisation interne?
• Une collaboration interne est donc nécessaire mais rarement
Target
possible sans adaptation de l’organisation en silos
Head of Social Media
Objectives
Developed the Social Communications Infrastructure
Oversees Social Media activity
Coordinates Social Media activity
Provides leadership + Support
Message
Measurement Customer Support
Data Analysis Monitoring
Strategy Reporting Support
Triage
TouchPoint
RP + Reputation Mgmt
s
Monitoring Marketing
Responding to crises
Evaluation Content, events & Promotion Research
Content Development
KPIs Promotions
Community Management
Resources Monitoring Corporate
Responding to inquiries
Brand reputation
Content
CSR
Triage
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85

86. T.O.M.S.T.E.R. : Comment créer un brief 2.0
Procédures et outils : ex de procédure de gestion des citations
• Pour être réactif, il faut définir à l’avance des procédures
Target
permettant d’anticiper les actions à mener
Mention de la marque
Objectives Corrriger le problème
en communicant
l’action au client
Positive Negative
Oui Oui
Message Non Souhaite on Evaluer le Evaluer la
répondre? message raison Le client nécessite plus
d’information
Strategy
Pas de Oui Client Oui Les faits sont Non Corriger les faits avec
réponse mécontent? ils corrects? tact
TouchPoint Non
s Oui A t on quelque Oui Non
Non Râleur Les faits sont
chose à
professionnel? ils corrects?
ajouter?
Evaluation
Non Oui
KPIs
Le problème Expliqué ce qui a été
Répondre et Remercier la Troller ou
a t-il été
Oui fait pour résoudre le
partager personne comique?
résolu? problème
Resources Non
Oui
Ne pas réagir et
suivre l’évolution
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87. Going Further
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88. Going further
Useful resources
Read our blog: http://www.Culture-Buzz.com
Recommended readings
More than 3500 case studies available
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89. Thank you for your time
Click to learn more
Jérémy Coxet www.vanksen.fr/blog
CEO Vanksen Luxembourg/Suisse
7 rue des Mérovingiens /-8070 Bertange, Luxembourg
Tel : +352 48 90 90 229
jcoxet@vanksen.com
Web : www.vanksen.com
Twitter: @jcoxet
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