LIVErtising 2018 02 a cluetrain update anno 2018 slideshare version

1. LIVErtising.netS 2017-18 1 A Cluetrain update anno 2018 1 Issues in marketing communication 2017-18 #02

2. Communication models have evolved - HOW?

3. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA

4. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion offline ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA

5. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA

6. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA

7. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA

8. LIVErtising.netS 2017-18 3 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA

9. Recent evolution of COMMUNICATION MODELS 1 2 3

13. Recent evolution of COMMUNICATION MODELS 1 2 3“10 + 2”

14. Recent evolution of COMMUNICATION MODELS 1 2 3“10 + 2” “102”

15. An advertising MEDIA TYPOLOGY : POE P

16. An advertising MEDIA TYPOLOGY : POE P O

17. An advertising MEDIA TYPOLOGY : POE P O E

18. Present trends

19. Influencers, the new UGC?

21. An influencer is someone who carries influence over other people, within a community or on a particular channel of communication, i.e. social media or a specific social platform.

22. An influencer is someone who carries influence over other people, within a community or on a particular channel of communication, i.e. social media or a specific social platform. Celebrity endorsement is the early form of influencer marketing

23. LIVErtising.netS 2017-18 9

25. LIVErtising.net The influencer cline 10 Celebs Macro-influencers Mid-tail influencers Micro-influencers Advisers 500K-1M 1M+ 10K-500K 1K-10K your consumer https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic

29. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/

30. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/

31. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/ 1.

32. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/ 1. 2.

33. LIVErtising.netS 2017-18 11 https://venturebeat.com/2018/02/14/snapchat-gives-creators-new-audience-analytics-including-views-engagement-and-demographics/ 1. 2. 3.

34. LIVErtising.netS 2017-18 12 https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic

35. LIVErtising.netS 2017-18 12 https://www.marketingprofs.com/chirp/2018/33333/the-influencer-marketing-revolution-macro-versus-micro-influencers-infographic Engagement?

37. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Build a fan base Publish on FB page

38. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Build a fan base Publish on FB page Build a presence

39. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Build a fan base Publish on FB page Listen Build a presence

40. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM Build a presence

41. LIVErtising.net 14 The ENGAGEMENT engine Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM InteractBuild a presence

42. LIVErtising.net 14 The ENGAGEMENT engine Amplify Launch your page Respond Get shared Build a fan base Publish on FB page Listen Generate WOM InteractBuild a presence

43. Engagement ?

44. Engagement ?Engagement ? E = I x A

45. LIVErtising.net EmbedsI AE

46. LIVErtising.net EmbedsI A

47. LIVErtising.net EmbedsA

48. LIVErtising.net Embeds

49. LIVErtising.net 17 IM vs Strategy https://on.emarketer.com/Roundup-20171128-Critical-Challenges-Download-ThankYou.html?aliId=854672448

54. LIVErtising.net Get your IM right 18 Following vs engagement

55. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail

56. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Align IM with your strategy

57. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Align IM with your strategy

58. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Align IM with your strategy

59. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Disclosure is essential Align IM with your strategy

60. LIVErtising.net Get your IM right 18 Following vs engagement Include the long tail Use dedicated tools Disclosure is essential Align IM with your strategy Leverage IM for other purposes

61. LIVErtising.netS 2017-18 19 ROI?

62. LIVErtising.netS 2017-18 19 ROI?

63. LIVErtising.netS 2017-18 20 https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/

64. LIVErtising.netS 2017-18 20 https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/

65. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/

66. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/ Benchmarking

67. LIVErtising.netS 2017-18 21 https://npsbenchmarks.com/ https://www.questionpro.com/blog/questionpro-net-promoter-score-best-practices/ Benchmarking

68. LIVErtising.netS 2017-18 22 http://www.netpromotersystem.com/about/the-numbers-behind-net-promoter-system.aspx#

69. Today’s advertising media typology : POES P O E

70. Today’s advertising media typology : POES P O E S

71. LIVErtising.net 24 Influencer platforms https://www.businesswire.com/news/home/20160726005961/en/Altimeter-TapInfluence-Release-Influencer-Marketing-Manifesto-Study

72. LIVErtising.net 24 Influencer platforms https://www.businesswire.com/news/home/20160726005961/en/Altimeter-TapInfluence-Release-Influencer-Marketing-Manifesto-Study

73. LIVErtising.netS 2017-18 25 http://e.businessinsider.com/public/12066853

75. Your face, your digital identity

83. LIVErtising.netS 2017-18 31 Biometrics

84. LIVErtising.netS 2017-18 32 Biometrics

91. TV

98. LIVErtising.netS 2017-18 OTT vs LINEAR TV

99. LIVErtising.netS 2017-18 OTT vs LINEAR TV Second… screen

100. LIVErtising.netS 2017-18 OTT vs LINEAR TV Second… screen IPTV

103. AR / VR

106. LIVErtising.net 49 What is the potential of VR Explore remote, unreachable, fantasy places Experience live moments: speed, magic, height, … Engage in physical activities without risk Connect in VR Immersion Moving from storytelling to storyLIVING Travel Healthcare Engineering Education Gaming

112. LIVErtising.netS 2017-18 50 https://www.campaignlive.co.uk/

117. Here comes the VOICE web

119. LIVErtising.netS 2017-18 54 4

123. LIVErtising.netS 2017-18 57 https://blog.drift.com/chatbots-report/

124. LIVErtising.netS 2017-18 57 A computer programme designed to simulate conversation with human users, especially over the internet, orally or in writing, usually accessed through apps, websites or instant messaging platforms https://blog.drift.com/chatbots-report/

125. LIVErtising.netS 2017-18 57 A computer programme designed to simulate conversation with human users, especially over the internet, orally or in writing, usually accessed through apps, websites or instant messaging platforms https://blog.drift.com/chatbots-report/ A bot is nothing more than a computer program that automates certain communication tasks, typically by chatting with a user through a conversational interface.

128. LIVErtising.net 60 How are bots evolving?

129. LIVErtising.net 60 How are bots evolving?

130. LIVErtising.net 60 How are bots evolving? Website online chat

131. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot

132. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot

133. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot Learning bot (website or in-app)

134. LIVErtising.net 60 How are bots evolving? Website online chat Rule-based website bot Rule-based in-app bot Learning bot (website or in-app) Cross-platform conversational bot

138. LIVErtising.netS 2017-18 63 https://blog.audioboom.com/best-practices-in-podcast-advertising-62db494e0307

139. LIVErtising.netS 2017-18 63 https://blog.audioboom.com/best-practices-in-podcast-advertising-62db494e0307

140. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 1 2 3 4 5 6

141. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 2 3 4 5 6

142. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 3 4 5 6

143. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 4 5 6

144. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 5 6

145. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS 6

146. LIVErtising.net 64 What is the voice challenge for marketers Mobile Marketing Association France, Guide du Chatbot au Voicebot, Infographie smart voice, 2018. THREATS

147. IoT

148. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.

149. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.

150. LIVErtising.netS 2017-18 67 3

159. LIVErtising.netS 2017-18 range power

166. LIVErtising.netS 2017-18 73 Influencer marketing Visual communic ation IoT Voice

170. LIVErtising.netS 2017-18 75 Voice

171. LIVErtising.netS 2017-18 75 IoTVoice

172. Adblockers

173. The new Cluetrain

174. LIVErtising.net The new Cluetrain 78 New media channels & interaction models

175. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence

176. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity

177. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption

178. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The internet of Voice and Things

179. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The internet of Voice and Things

180. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly The internet of Voice and Things

181. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks The internet of Voice and Things

182. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks AI The internet of Voice and Things

183. LIVErtising.net The new Cluetrain 78 New media channels & interaction models The new influence Your visual identity New content consumption The FB & Google Duopoly Neobanks AI Privacy Issues The internet of Voice and Things

201. LIVErtising.net The new Cluetrain 85 The FB & Google Duopoly Neobanks AI Privacy Issues

202. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA singularity

203. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA algo rhithmic singularity

204. LIVErtising.netS 2017-18 86 pre-‘90s promotion interaction SOCIAL connect tivity immersion offline digital ‘90s 2004 2007 2015 2017 community MOBILE & local virtual Based on Rori Duboff, Next Frontiers of Marketing, Slideshare, 2016. Recent evolution of THE MEDIA algo rhithmic singularity

205. LIVErtising.net 87 Recent evolution of COMMUNICATION MODELS 1 2 3

206. LIVErtising.net 87 Recent evolution of COMMUNICATION MODELS 1 2 3 4

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LIVErtising 2018 02 a cluetrain update anno 2018 slideshare version