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Digitalwhatelse
1. 10
lundis
pour
ra.raper
le
train
du
digital
Digital
Marke5ng
!
What else ?
Hugues
Rey
-‐
27th
February
2012
mardi 28 février 12
2. Agenda
or
Bingo
? 10
lundis
pour
ra.raper
le
train
du
digital
Bounce
Dwell
Big
Data Long
Tail
(Rate) (Rate)
Crowd Cloud
Media
Gamifica5on
Sourcing Compu5ng Meshing
SoLoMo Mash
Up Cookie Freemium
2
mardi 28 février 12
3. A
simple
Rule
... 10
lundis
pour
ra.raper
le
train
du
digital
• Usefull
?
• Usable
??
• Used
???
• How
to
decode
&
sort
of
?
3
mardi 28 février 12
4. 10
lundis
pour
ra.raper
le
train
du
digital
120
minutes
to
Generate
QuesAons
!
4
mardi 28 février 12
5. 10
lundis
pour
ra.raper
le
train
du
digital
As
a
warm
up
A
few
changes
...
5
mardi 28 février 12
7. Reach - x7 in12 Years
Total Reach
MySpace
Youtube Android
Linkedin
I Phone I Pad
IDTV
Napster I-Tune Twitter Foursquare Google+
Wikipedia
Google store Facebook
% on population 12+
Source : CIM PMPA 2010-2011
mardi 28 février 12
8. Power of the Newcomers !
2006 2011
GOOGLE.BE GOOGLE.BE
LIVE.COM FACEBOOK.COM
SKYNET.BE YOUTUBE.COM
EBAY.BE LIVE.COM
TELENET.BE WIKIPEDIA.ORG
WIKIPEDIA.ORG BLOGGER.COM
YAHOO.COM SKYNET.BE
FREE.FR YAHOO.COM
AUTOZONE.BE TELENET.BE
ADOBE.COM WORDPRESS.COM
mardi 28 février 12
10. Multiple screens
x
Convergence of content
X
Individual cast
mardi 28 février 12
11. Media Meshing
51% of TV viewers have used their PC
while watching TV
61% of surfers watch TV
while using their PC
51% USE INTERNET ON PC
50% READ MAGAZINES
61% WATCH TV
34% READ MAGAZINES
WHILST WATCHING TV
8% USE INTERNET
ON MOBILE
WHILST USING
55% LISTEN INTERNET ON PC 5% USE
TO RADIO INTERNET
ON MOBILE
48% READ NEWSPAPERS 58% LISTEN
TO RADIO
35% READ NEWSPAPERS
mardi 28 février 12
12. Heavy
surfers
sAll
consume
other
media
10
lundis
pour
ra.raper
le
train
du
digital
Heavy
surfers
are
also
bug
consumers
Cinema,
Outdoor
&
Press
mardi 28 février 12
13. Time
of
use
anyAme 10
lundis
pour
ra.raper
le
train
du
digital
94
%
88
% 89
%
87
% 88
%
86
%
Smart
phone
Tablet
83
%
67
%
72
% Portable
computer
69
% 70
%
62
%
58
% Fixed
computer
58
%
53
%
55
%
53
%
51
%
44
%
48
%
42
% 41
%
38
%
36
%
From
6-‐9h 9-‐12h 12-‐14h 14-‐17h 17-‐20h 20-‐24h
Source
:
Online
Publishers
Associa5on
–
March
2011
mardi 28 février 12
17. Smart TV
• Eric Schmidt: “By the summer of 2012, the
majority of the televisions you see in stores will
have Google TV embedded in it”
16
mardi 28 février 12
19. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
18
mardi 28 février 12
20. 10
lundis
pour
ra.raper
le
train
du
digital
SoLoMo
19
mardi 28 février 12
21. Based on the data from participating countries,
we make the following assumption.
n d
2 billio the worl 7 billion
in People in the w
sers orld
net u
inter
>1 billion
twork users
Social ne
mardi 28 février 12
22. In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.
mardi 28 février 12
24. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
23
mardi 28 février 12
29. Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship. BRA
33%
ND
FAN
N
CO-CREATIO
44%
DIRE
INTERA CT
CTION
CONVERSATIONS
44% 43%
mardi 28 février 12
31. Social
• Not Facebook Only
• Impacts on all activities of Enterprise
• A Tool, not «The» Objective
• KPI’s are still to be fixed
• Connect with the real world
mardi 28 février 12
32. 11% of the Belgians (12+) own a Tablet
Source: Havas Media GSM Study
Nov '10 Jan '11 Nov '11
95 %
GSM 92 %
88 %
13 %
Smartphone 19 %
26 %
Smartphones will progressively
11 % replace the classic mobile
Netbook 12 % phone.
16 % Increase of Digital Tablet
penetration is very significant.
2%
Digital tablet 3%
11 %
mardi 28 février 12
37. Mobile
• 26% Smarphones Users
• Look behind the I-Phone
• Mobility vs. Usability - Think about the
consumer, not the device
• Save Time vs Waste Time
• Connect with the Real World
mardi 28 février 12
38. 12% of smartphone
owners is using location
based services.
34
mardi 28 février 12
39. 4% of smartphone
users are familiar with
augmented reality.
35
mardi 28 février 12
40. Coca-cola village
Connect Real & Social World
36
mardi 28 février 12
41. Local
• Issue Solving and/or Entertainment
• Close to mobile
• DOOH/Stunt
• Connected with the real live !
mardi 28 février 12
43. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
39
mardi 28 février 12
44. 10
lundis
pour
ra.raper
le
train
du
digital
X.0.
40
mardi 28 février 12
45. Web 3.0 Web x.0
Semantic / Objects Web Meta Web
Web 1.0 Web 2.0
The Web Social Web
Degree of Social Connectivity
mardi 28 février 12
46. Web 2.0 was/is about participation
Portable, personal web, focused on the individual, on
lifestream, on consolidating content, and which is
powered by widgets, drag and drop, and mash-ups of
user engagement.
cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/
mardi 28 février 12
47. “Web
2.0”
?
–
6
Rules
!
Harnessing
the
collec5ve
intelligence
Lightweight
programming
models
(Mash
Up,...)
Unique,
hard-‐to-‐recreate
data
sources
Above
the
level
of
single
device
The
web
as
plaaorm
Leveraging
the
long
tail
through
customer
self-‐service
mardi 28 février 12
49. I
tunes
&
the
long
tail
How
big
?
5
billion
in
2010
…
This
is
no
rumor,
because
Apple
has
just
announced
that
iTunes
Store's
customers
purchased
and
downloaded
more
than
5
billion
songs,
while
the
iTunes
Store
also
has
the
largest
music
catalog
online,
with
over
8
million
tracks.
Even
more,
the
iTunes
Store
is
now
ren5ng
over
50,000
movies
daily,
turning
it
into
the
most
popular
movie
store,
too,
with
a
catalog
of
over
20,000
TV
episodes,
over
2,000
films,
of
which
over
350
are
available
in
HD
quality.
mardi 28 février 12
50. In 15 years,
Amazon went from 1 category (books) to 16 main categories
LIMITLESS INVENTORY
mardi 28 février 12
51. Amazon began with books…
Competition Product Search
Market was large and A book does not have to Search would make it
fragmented. be accurately described: easy for customers to
it is a universal and find books among the
Contrary to the simple object. entire database.
concentrated music
industry, no player would Book distributors were Amazon repeatedly
have the power to freeze already exchanging appears first on Google‟s
out a new entrant. digitalized listing. results page.
Source: Robert Spector, Amazon.com: Get Big Fast (2002)
mardi 28 février 12
54. Au second trimestre 2011, 51 %
de la musique dématérialisée a
été consommée sur Internet
contre 49 % en
téléchargement.
mardi 28 février 12
55. Un Suédois sur neuf paie un
abonnement à Spotify : avec la même
proportion, nous pourrions
retrouver des ventes à un niveau
antérieur à la crise.
Il y aura donc 3 formes de diffusion de la musique numérique:
1.L’achat à la carte, type iTunes,
2. L’accès à travers l’abonnement simple (Spotify) ou couplé
(Deezer-Orange)
3. La gratuité financée par la publicité.
mardi 28 février 12
57. Example Kindle: A service, not a device
“The vision for Kindle is every book ever in print in any language - all
available in less than 60 seconds.” Jeff Bezos
Amazon struggles with publishers to implement its
vision:
• Lowering prices, even if it requires temporarily selling at a loss
• Increasing selection: 900,000 books available
• Pressuring them with Print on Demand and auto-publishing
Like iTunes, it is a seamlessly integrated ecosystem.
Amazon wants to become a one-stop shop:
• Kindle‟s 3G chip
• Access to the ebook catalog through the Kindle or the apps
Even if the Kindle is the best device to read for a long
time, it is more of a platform than a device:
• A device-agnostic experience thanks to mobile and desktop
application (Whispersync1)
• A streamlined interface and user experience dedicated to
reading on many devices
1 Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.
mardi 28 février 12
58. Crowd Sourcing
Lego Builders of Infinity
mardi 28 février 12
59. New
horizons
Web 3.0 refers to a third generation of internet-based
services that collectively allow the emergence of
the Objects / Semantic web.
cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/
mardi 28 février 12
66. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
62
mardi 28 février 12
67. 10
lundis
pour
ra.raper
le
train
du
digital
P.O.E.
63
mardi 28 février 12
68. PAID.OWNED.EARNED
P O E
ADVERTISING IN MEDIA (TV, OPINION OF FRIENDS &
WEB SITES, FAMILY, WORD-OF-MOUTH,
INTERNET, RADIO, OUTDOOR, POINT OF SALES. SOCIAL NETWORKS
PRESS)
MAILINGS, E-MAILINGS, OPINION OF SURFERS (BLOGS,
FORUMS)
TRADE EXHIBITIONS,
PRESS COVERAGE
SPONSORED EVENTS
mardi 28 février 12
71. O 80 => 530 M $
(dt 235 M en TV)
P SOV x 2 vs MC CAIN
(1/3 last month)
E 1 million Facebook and
MySpace fans
mardi 28 février 12
72. DOMINANCE
OF
PAID
MEDIA
2011,
IN BELGIUM,
PAID MEDIA REMAIN
THE MOST EFFICIENT
WITH 58% OF TOTAL
IMPACT
BEFORE THE EARNED
MEDIA AT 25 %
OWNED MEDIA ARE
SCORING AT 17 %.
P O E
58% 17% 25%
mardi 28 février 12
73. O
Owned Media
33 %
DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED) VIENNENT
DES SITES
DE MARQUES
67 % DES POINTS
DE VENTE PHYSIQUES
mardi 28 février 12
75. Offline brand
experiences are
the main online
conversation
starters.
71
mardi 28 février 12
76. Earned
Media
19 % DE L’IMPACT
DES MÉDIAS PUBLICS (EARNED)
VIENNENT DE l’ OPINION
INTERNAUTES,
WEB SOCIAL,
81 % PROVENANT
DE L’OPINION DES PROCHES,
DU BOUCHE À OREILLE,
L’INTERLOCUTEUR, PROCHE
OU PAS, DEMEURANT PLUS
IMPORTANT QUE LE CANAL.
72
mardi 28 février 12
78. ...close
to
THE
Decision
Cycle
Process
Paid 2 Paid
Past
+
actual
campaigns •SEO+SEA+
campaign
Consumers
add
or
substract
brands
as
Owned Owned
they
evaluate
what
they
want.
•Website
+
Branches •Website
+
Branches
Earned Earned
•WOM/Peers
+
Social
Media
• WOM
/
Peers
+
Social
Media
AcAve
evaluaAon
1 InformaAon
gathering,
shopping 3
The
consumer
considers
an
iniAal
set
of
UlAmately,
the
consumer
selects
a
brands,
based
on
brand
percepAons
and
brand
at
the
moment
of
purchase.
exposure
to
recent
touch
points.
Loyalty
loop
Moment
Product
Ini5al
Considera5on
Cross
selling
via
Owned
• Website of
Owned
Set
• Customer
Care purchase •Website
+
branches
• POS =>
customer
care
Trigger
Postpurchase
experience
Ongoing
exposure
Owned 4
• Website
• Customer
Care Ager
purchasing
a
product
or
service,
the
• POS consumer
builds
expectaAons
based
on
experience
Earned to
inform
the
next
decision
journey.
mardi 28 février 12
79. Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
mardi 28 février 12
80. Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
The Challenge The Idea
Step
1:
Owned
Media
O A
powerful
repackaging
of
the
How
to
generate
the
best
earned
of
private
label
products
the
distribu5on
market ?
The Results
P
Step
2:
Paid
campaigns
Capitalizing
on
the
packaging
69k
fans
(compared
to
4k
for
Auchan
and
Leclerc)
Qualita5ve
verba5m
on
Facebook
and
influent
blogs
The
highest
earned
consumer
percep5on
of
the
market OOH
Print OOB
E Step
3:
Earned
Media
Buzz
around
Owned
and
Paid
Sustained
by
an
ac5ve
community
management
Exclusive
offers
for
Fans
mardi 28 février 12
81. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
77
mardi 28 février 12
82. 10
lundis
pour
ra.raper
le
train
du
digital
Big
Data
78
mardi 28 février 12
83. Big
Brother
?
Cookie
!
• Micro
file
– Chain
of
characters
• Allows
to
keep
informa5on
about
a
browser
– Browser
=
+/-‐
surfer
• Accepta5on
rate
– Variable
but
for
metriweb
=
98%
• Webver5sing
in
Belgium
– Metriweb
–
Unique
visitors
/
Duplica5on
/
Accumula5on
– Ad
Server
–
Frequency
capping
mardi 28 février 12
84. The
last
ad
vs
Reality
The “Last Ad” Standard
– Last Ad Clicked
– Last Ad Viewed
$
$ $
$
$
$
mardi 28 février 12
85. The
last
ad
vs
Reality
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple times, across
– Last Ad Viewed multiple channels, over extended periods of time
Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
$
$ $
$
$
$
mardi 28 février 12
86. Dynamic
retarge5ng
:
concept
Data
collect Strategy Diffusion
Products
data
collect Choice
of
the
relevant
strategy Campaign
delivery
(thanks
to
a
cookie)
1
Products
consulted
When
the
concerned
users
go
on
We
memorize
the
products
of
the
2
Similar
products
to
the
products
our
network,
the
customized
ads
users
browsing
/
surfing
on
the
the
consulted
or
placed
in
the
basket
are
shown
to
the
relevant
users.
partners
sites page
of
the
site
3
Complementary
products
to
the
product
purchased
mardi 28 février 12
87. Dynamic
retarge5ng
:
scenarios
Product
recall RecommendaAons Cross
selling
The
user
has
placed
the
TV
in
the
The
user
has
seen
a
46cm
TV
on
the
basket
page
but
has
not
bought
the
The
user
has
bought
a
46cm
TV
Hitech.com
site product.
Hitech.com Hitech.com Hitech.com
500€ 300€ 100€
We
personalized
the
banners
by
We
personalize
the
banners
with
the
We
personalize
the
banners
by
showing
the
products
previously
highlight
in
the
banners
of
the
highligh5ng
addi5onal
products
consulted
by
the
user. products
from
the
same
category
In
this
case,
it
could
be
a
DVD
player
(TV
size,
price,
brand,
etc…) or
surround
sound
system. 82
mardi 28 février 12
