Digital, Social & Luxury - HUB Institute - Emmanuel Vivier - HUBFORUM MOSCOW 2013

Digital, Social & Luxury
Helping brands
to understand
the future of digital &
marketing

6 trends to watch in 2013
HUBInstitute|www.hubinstitute.com

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#1 Tools & technologies ARE AMAZING…
…but they are NOT a strategy

Digital : a growing number of possibilities

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Sources : nov 2012- april 2013

Social : a growing number of territories
Panorama of the latest figures

1.07 billion active members, 150.49M UV/m in the US, 55% from mobile (604M)

800M UV/m (123.6 M UV/m in the US), 4 billion viewed videos/day, 20% traffic from mobile

200 M active members, 36.8M UV/m in the US, 60% from mobile, 10M members in the UK, 5.5 M members in
France (+53% in 1year), 175M tweets/day

187M active members, 39.59 M UV/m in the US, 4M UV/m in France

500M accounts, 135M active members, 625.000 new users/day

100M active users, 26.27 M UV/m in the US, 40 million shared photos /day, 1.9 billion viewed pages/m, 104M
UV/m worldwide (259.000 UV/m in France, 25.3M UV/m in the US), 8500 likes/second & 1000 comments/second

100 millions blogs, 39.5 billion total posts, 17.7 billion viewed pages/month, 27.8M UV/m (sept 2012), 133 employee

48.7 millions members, 1.9 billion viewed pages/m, 104M UV/m worldwide (259.000 UV/m in France, 25.3M UV/m
in the US

25M accounts, 8M active members

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Social is not going to go away
1/7th of the world population is on Facebook!

©EmmanuelVivier. All rights reserved. | www.emmanuelvivier.com 5

Keep an eye on Tumblr…
Blogging is back…

©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 6

Source : March 2013

Blogging is back…

1 0 0 ,0 0 0,0 0 0
Blogs

Many fashion & luxury brands are on Tumblr

http://burberry.tumblr.com


Source : Juillet 2012 : http://blog.instagram.com/post/28067043504/the-instagram-community-hits-80-million-users

Instagram
Photo addiction anyone?

100 Millions users (VS 6M 24 months ago!)


http://line.naver.jp/en/

Pinterest… get ready to pin the web
One of the new platform to watch…

More
info

Design, decoration, Shopping, Fashion,…

83% of members are women in the US (but only 44% in the UK)

48.7 M users worldwide


Source : Feb 2013 http://www.reuters.com/article/2013/02/21/net-us-funding-pinterest-idUSBRE91K01R20130221

Have you heard about…
Line?

100M members worldwide (40M in Japan)


http://www.youtube.com/watch?v=TPE6D7xjKXo

What will happen when everything get connected
Ex : Connect your plants with Parrot Flower Power

A wireless Bluetooth low-energy sensor for your
plants that will inform you of their needs thanks
to a dedicated application.


http://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded

The Connected TV


http://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded

The Connected TV
Or Connected Audience watching TV (thanks to a 2nd screen)


http://www.youtube.com/watch?v=WValEsWR3R0

Connected furniture, object et smart appliances
Ex : Connected Cars


http://www.youtube.com/watch?v=9c6W4CCU9M4

Get ready for many other connected devices
And… Connected… people…

Google
Glasses

The Pros The Cons


http://tomfishburne.com/2012/04/going-digital.html

But tools are NOT a strategy!



Tools & Technologies are
important but not enough
≠ Creativity

≠ Being a Social brand


Focus on the House, not the Hammer!


#2 CONTENT IS QUEEN
Is your message REALLY that interesting?


Source : Image from the talented Hugh MacLeod, Gapingvoid.com

Attention is the new challenge


« Carpet Bombing » won’t work anymore
Interruptive marketing is over


You need to deserve people’s attention
It’s all about Permission Marketing


http://en.wikipedia.org/wiki/Guinness_World_Records + http://bit.ly/emOEEM + http://bit.ly/hTbcgp

Become the media instead of buying it
« brand content » is nothing new!

Créé en 1955 par… Créé en 1900 par… Créé en 1930 (radio)
et 1950 (TV) par…


http://www.bmwusa.com/uniquelybmw/bmw_art/films

BMW was one of the first to rediscover the power of « branded content » online

More than 100 M viewed videos


http://www.youtube.com/watch?v=yrC6qkDI7Sw

L.A.dy Dior The Film - Starring Marion Cotillard


http://www.youtube.com/watch?v=K7uVgXmp2mM&feature=relmfu

Lady Dior - Starring Marion Cotillard

Lady Dior - Lady Rouge Lady Dior - Lady Noire Affair

Lady Blue Shanghai

http://www.nowness.com/

Curation via a selection of “taste makers”
NOWNESS blog (& Twitter @nowness) by LVMH Moët Hennessy Louis Vuitton

NOWNESS
previews the
latest in fashion,
art, cinema,
entertainment,
culture, music,
gastronomy,
design, travel,
and the world of
luxury.


http://www.nowness.com/

Curation via a selection of “taste makers”
NOWNESS blog (& Twitter @nowness) by LVMH Moët Hennessy Louis Vuitton

At NOWNESS we aim to
bring together the
brightest minds in
contemporary culture.
Learn more about our
contributors, and
discover which stories
they have LOVED


http://chanel-news.chanel.com/en/

Start a brand blog : ex Chanel News


http://www.dior.com/magazine/en_gb

Start a brand mag : Dior Mag


http://www.youtube.com/watch?v=4JyG5rJM6VA

Even luxury can experiment with viral…
Viral requires Disruptive Cognition


http://www.youtube.com/watch?v=jps3j_o4d0U

Even luxury can experiment with viral…
Louis Vuitton Love video by James Lima = #fail


#3 BUT ENGAGEMENT IS KING
It’s all about creating « CONTAGIOUS EXPERIENCES »

Source : Emmanuel Vivier

Engagement is about conceiving « contagious experiences »
Differentiating + utility + interactivity = wow effect, desire, attention

The 3D marketing
model©

Countagious
Experience

Source : Model created
by Emmanuel Vivier


http://www.ladepeche.fr/article/2009/09/04/665538-Des-coquelicots-tapissent-la-place.html - France (Toulouse)

Guerilla marketing : surprise your audience
Ex Kenzo Flowers stunt in cities : Art or Advertising ?


http://www.youtube.com/watch?v=c3n8j2uWA8o

Use your building/shop as a media
The Official Ralph Lauren 4D Experience - New York


http://www.ladepeche.fr/article/2009/09/04/665538-Des-coquelicots-tapissent-la-place.html - France (Toulouse)

Rethinking your Point of Sales
Burberry & Retail 2.0


http://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related l

It’s all about providing a bespoke & unique experience
Nike+ : from selling shoes to personal coaching (brand utility)

5,1 Millions users!

On your PC

http://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related l

It’s all about providing a bespoke & unique experience
Nike+ : from selling shoes to personal coaching (brand utility)

On your PC

Source : ingmar de lange

Reality Check
Just make REALLY sure your brand utility is useful!


Source : Tom Fish Burne.com

Reality Check
Just make REALLY sure your brand utility is useful!


#4 DON’T UNDERSTIMATE THE NEW OPINION LEADERS
Influentials on blogs, Twitter, YouTube,…


Who is this girl?


http://www.youtube.com/user/MichellePhan

Answer
Michelle Phan, one of the world beauty blogger


Online opinion leaders & bloggers : what impact?
Ex : Michelle Phan vs L’Oréal on YouTube

Number of brands 7 1

# of YouTube Channels 81 1

Number of views 100 M 687 M

Nbr. of videos 4500 450

Av # of views/video 15 K 1M

L’Oréal reach/video = 100X less than Michelle!


Chanel CocoMademoiselle : 1st luxury bloggers campaign in 2007
Campaign with 200 blogs worldwide (via BuzzParadise)

Site
www.buzzparadise.com


Chanel CocoMademoiselle : 1st luxury bloggers campaign in 2007
VIP Paris Event for 15 top bloggers

Numerous PR coverage (read)


http://klout.com/emmanuelvivier

Influentials on Twitter
Klout ranks influential Twitter users


#5 dIgital = disruption
Get ready for more challenges

From 1900 to 1950…
Transatlantic passenger service was a very competitive business


Until one day of June 1939 (the 28th)
Boeing 314 first passengers transtlantic flight (W. DC <> Marseille)


The question that YOU should ALL ask yourselves?

Who will be
your Boeing
314?
Hint : you might not even realize it’s presently competiting with you…

Remember Blackberry?
Miss one key trend (Mobile Apps)… and you may pay a tough price

This is what Blackberry (Research In Motion) Stock
looks like from 2008 to 2012


https://www.uber.com/

Internet is disrupting « business models »
UBER or the revolution of the Taxis Industry

Results : After 18 months, 34% growth/month, +2 cities/month




An iPhone App that rethink the customer experience



Instant invoice by email

Drivers are ranked by users


https://www.airbnb.fr/

AirBnB is changing the Hospitality Business…

Résultats : launched in 2008, 10 Millions nights booked, 250.000 offers!

More than 7000 flats in Paris

AirBnB receive a 6 to 12% commission on every transaction


Ex of crowdfunded product on Kickstarter.com


http://www.kickstarter.com/year/2012

Ex : People buy products that don’t even exist yet!

Crowdfunding : Kickstarter (3 years old) is the world's largest
funding platform for creative projects.

In 2012 2,2 Millions people in 177 Countries pledged a total of $319,7 millions

and successfully funded 18,109 projects (274,3M collected)

17 projects raised $1 million+ in 2012


http://www.kickstarter.com/year/2012#sundance

Ex of crowdfunded product on Kickstarter.com


Blockbuster (3.000 stores in the US) filed for bankruptcy in US in 2010


eCommerce is challenging Retail
UK Camera Retailer Jessops Faces Bankruptcy (187 shops)


But this is nothing compared to what’s next
Question

Do you believe in …
Teleportation ?

A new revolution emerges …
Imagine …

What would happen if
Brands could teleport their
products
directly to the customers ?

Teleport an item, a product ?

Well…
it’s already possible
thanks to …
3D Printing

http://www.youtube.com/watch?v=hPNxm5sWJIk

3D Printing = Print an item from a digital file


http://www.youtube.com/watch?v=IS4Xw8f9LCc

Decoration, jewelry, fashion, ... applications are countless


http://www.youtube.com/watch?v=IS4Xw8f9LCc

Print your bespoke tailored underwear …


http://www.youtube.com/watch?feature=player_embedded&v=BUUNt_N48EQ

A new revolution not only for « cheap products »
3D printed Designers dresses at the last Fashion Week in Paris


http://www.theverge.com/2013/3/7/4077638/dita-von-teese-3d-printed-articulating-dress-shapeways-swarovski

A new revolution not only for « cheap products »
First fully articulated 3D printed dress for Dita Von Teese


http://www.makerbot.com/

3D Printing
Technology now easily available

Makerbot : 3D Printer from $ 2,199 U.S.


Teleport an item, a product ?

3D Printing
=
Digitalize the material
from Atoms to Octets

A designer can get a worldwide delivery
overnight and become an international brand in a few days ...

Deliver a product
= deliver a file


Imagine if customers could copy your products …
instantly and globally ?

Fighting a lost battle : Pyramid against network


Even U.S. President Barack Obama …

… mentioned 3D Printing in the State of the Union Address

“The 3D printing that has the
potential to revolutionize the way we
make almost everything”


3D Printing explosion ?
A large-scale revolution ?

It sounds crazy ?
Yet, this is only the beginning …

Download
our report

http://www.ted.com/talks/anthony_atala_printing_a_human_kidney.html , 10:30 to 14:38

How would you print …
… a human organ ?


Bio Printing comes …
All cyborgs ?

Unlimited #Grafts #Ethics #Doping #Everlasting life


#6 The future of social is…
CRM

Is your brand suffering from Alzheimer?
So why are your
repeating the same
message over and
over


http://vimeo.com/20777645 & http://flipboard.com & http://www.youtube.com/watch?v=v2vpvEDS00o&feature=player_embedded

One unique message for all is over > Social CRM
Flipboard (or Zite) = your realtime & social live updated newspaper


http://www.youtube.com/watch?v=QUY9fr2ttqU

Are you ready for « realtime » marketing?
E-reputation + CRM + live client support + promotion : ex Cisco


If you want to stay up to date…
11 sites to read!

• Best practices & social media • Innovation
– Slideshare.net (the Youtube of – Wired.com
Powerpoint) – Fastcompany.com
– Mashable.com – Mondaynote.com
– econsultancy.com – HUBInstitute.com

• Marketing & social Trends
– PSFK.com
– Ted.com (best world
conference)
– 180360720.no
– whatconsumesme.com
– trendwatching.com

Thank you for your
Helping brands
to understand
attention
the future of digital &
marketing Vincent Ducrey
CEO & Founder

Contacts :
+33.6.11.62.37.94
Vincent.ducrey@hubintitute.com
http://www.hubinstitute.com

Emmanuel Vivier
COO & Founder

Contacts :
+33.6.11.62.37.94
emmanuel.vivier@hubinstitute.com
http://www.hubinstitute.com

Feel free to contact us
HUBInstitute|www.hubinstitute.com

©HUBIInstitute. All rights reserved . www.hubinstitute.com › Paris, Moscow & New-York

Digital, Social & Luxury - HUB Institute - Emmanuel Vivier - HUBFORUM MOSCOW 2013

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