Brands and social media: a forced marriage? HUGUES REY CEO Havas Media In five years, Belgian consumers have adopted social media on a massive scale: social media now occupy more than 50% of the time they spend online. Moreover, ‘earned’ media (be it social, public relations, press articles) are deemed the most credible by consumers. So is it still possible today to develop a communication around a brand and not consider this channel? Through the Paid-Owned-Earned analysis model and his own findings, Hugues Rey will explore the opportunities, and risks, of social media when communicating about brands. Furthermore, he will focus on how to successfully integrate social media into other communication channels. BABM: Le BABM est l’Association Belgo-Luxembourgeoise de Fabricants de produits de Marque. Il représente l’industrie des biens de consommation de marque FMCG en Belgique et au Luxembourg, dans des questions essentielles qui peuvent affecter la capacité des fabricants à concevoir, distribuer et commercialiser leurs marques. Havas Media: www.havasmedia.com/ Havas Media draws together the global media expertise of Havas. We operate in 118 countries, employing over 5600 people across four main brands

1. BRANDS
AND
SOCIAL MEDIA
A FORCED
MARRIAGE?
BABM – 20TH BIRTHDAY
HUGUES L. REY – 9TH OF OCTOBER 2014

2. 70 people
(100% Digital)

3. THE CHALLENGE:
MEANINGFUL BRANDS
INTEGRATION
IN AN ORGANIC WORLD
THROUGH AN OSEPAPPROACH

4. The symptom
People only care about 30% of brands
Most people would not care if 70% of
brands disappeared...
HM Intelligence BI 10/31/2014 page 4

5. The problem:
The connection between most brands and
consumers today could be weak
SYMPTOMS
THE CORE PROBLEM
Low Perceived Value
(Quality Outcomes)
Poor Interactions
(how we interact &
communicate)
Relationship
People - Brand
Irrelevance
Lack of Trust
Commoditization
Indifference
HM Intelligence BI 10/31/2014 page 5

6. What makes brandsmeaningful?
Personal
well-being
Personal Outcomes
Communications
Talk, Think, Trust
Quality Interactions
Product
Outputs
Collective
well-being
Collective Outcomes

7. Meaningful Communications …
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN
PROVIDE PERSONAL & COLLECTIVE VALUE
SHARE A BRAND STORY
CONNECT EXPERIENCES ACROSS ALL PLATFORMS
IGNITE CONVERSATION & ACTION

8. SET UP THE SCENE
WE LIVE IN AN ORGANIC WORLD
* +1.5 BILLION PEOPLE ARE INTERCONNECTED
THROUGH SOCIAL & MOBILE PLATFORMS
* PEER 2 PEER ORGANIC
DISTRIBUTION GOES MOBILE
* SOFTWARE IS EATING
THE WORLD
AMAZON, NETFLIX, AIRBNB
THE AUDIENCE IS TRULY THE
MEDIA

9. EACH PLATFORM IS A VILLAGE
FB, LINKEDIN, TWITER

10. Audience is the new reach

11. Demographic Media Planning

12. Audience Planning

13. The power of Volume -Atlas

14. ALGORiTHMS SHAPE
THIS ORGANIC WORLD
GOOGLE : PAGE RANK
FACEBOOK : EDGE RANK
TWITTER : SPREAD RANK

15. 1% OF BRANDS HAVE
AN ORGANIC REACH OF 84% (FB)
FACEBOOK
ORGANIC
REACH
2008 : 35%
2012 : 16%
2014 : 6%

17. CONTENT IS THE BEST ASSET
FOR BOOSTING ORGANIC REACH

18. BOUNDARIES ARE BLURRING
ADVERTISING vs CONTENT
MEDIA USE IN 2013/14
BRAND CONTENT : +88%
NATIVE ADS : + 65%

19. Beating traditional communication by using
creative formats
VS

21. Best practices examples

22. DATA DRIVEN & CONTENT
POWERED
SOCIAL MEDIA ?
AUDIENCE IDENTIFICATION
FOSTER CONTENT

23. Break the Silos
Integrate in the global process

24. EARNED 23%
CONSUMMER AND BRAND INTERRACTION
(Source: Havas Media POE Study – 255 Brands)
2014 55% 22%
23%
2012 59% 19% 22%
2011 58% 17% 25%
41% from ARTICLES ET
PRESS COVERAGE
in the various media
36% of EARNED MEDIA’S
IMPACT comes from
OPINIONS of FRIENDS AND
FAMILY
23% from OPINIONS of
SURFERS (blogs, forums,
community networks, etc ...)

25. People perception
To what extent, do you trust the following forms of advertising ?
Ambassadors and influencers are concentrated in the Top3!

26. Social Media – there is a gap
Source: IBM, From Social Media to Social CRM. What customers want.

27. So what’s your Social media mission?
27

28. Kellogg’s Instashop
1
Snap photo + post
with #NyaSpecialK
hashtag
2 3
Show phone to
cashier
Get special treat

29. Social is out of the Silos
The hashtag has united
marketing campaigns not
only across social networks,
but offline as well

31. During Breaks, 2nd screen becomes first one
-17% 47% -9%
Programs that generate “buzz”
suffer less from zapping
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club
RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min
Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ

32. Example: Hello Bank! & The Voice – Integration
LIVE
INTEGRATION
OF TWEETS

34. The TOP CHEF case
Briefing: Being active and interact with
Social TV users
Recommendation:
• Every day of the TV show, place #TopChef in first position in the
Twitter trend.
• Each highlight of the show, a sponsored Tweet highlighted for
relaying products cooked by candidates.
Results:
• 45 million views for the trend #Topchef,
• 780,000 Tweets Auchan
• With a 6.7% engagement rate

35. The TOP CHEF case

37. 3

38. FILM

39. I
SHARE

40. I LIKE

41. I
KNOW

42. Plugins everywhere
Marketing
operations
Marketing
operations on
Facebook
Main website
Mobile

43. Unique ID
Forrest Gump Tom Hanks
Programmatic marketing
Social Graph
(500 millions edges)
Open Graph
(40 millions objects)
Knowledge Graph
(1 billion entities)
watched
Forrest Gump
(on YouTube)
Cloud Atlas
(on Flixster)
Clément
wants to watch
Unique ID
Cloud Atlas
School friends
Coworkers
Jean
Forrest Gump
(on Allociné)
(sponsored)

44. External
Data
Programmatic
marketing
Engagement
platform
Conversions
Earned & Owned impact
Effective & efficient Paid
+
++
+ +
+ +
Data
Management
Information
Map
MFG
Data Intelligence
Brand/product
s awareness

45. Decision-support insights
Paid media
Solution:
Establish facebook
fan pages
/GoT License
Goal:
Use Facebook to
increase sales of
GoT season 2 DVD
/ Amazon
Context:
Large amount of
data thanks to
My Warner Mktg
operations

46. Games of Thrones
Paid media
Facebook Ads campaign
Without
Insights
from My
Warner
With Insights
from My
Warner
# clicks to
Amazon
1 261 7 971
Cost
per click
0,23 € 0,21 €

47. The Hangover Ads Campaign
Paid media
Solution:
Establish video topics
linked with the
Hangover license
Goal:
Increase awareness
about the release of The
Hangover 3 in Theaters
Context:
Large amount of data
thanks to multiple
My Warner marketing
operations

48. Results
Paid media
YouTube Ads campaign
Without Insights
from My Warner
With Insights
from My Warner
# views 28,228 129,736
Cost
per view
€0.02 €0.02

49. CONCLUSIONS

50. Brands & Social
Media
Un Marriage
d’Amour !