Emma closing 15122011 - longue

18 ans
Age de Raison ou de Passion ?

EMMA - Solvay Business School 2011
Thursday 15th of December

Hugues L. Rey - Havas Media Brussels

jeudi 15 décembre 11

#EMMA_2011


2020 ?


60 minutes about ...
• 20 Years ofToday & Tomorow
Yesterday,
Digital Evolution

• 4 Screens x Content
• SoLoMo
• From 2.0 to 3.0 - Objects & Semantic
• Advertising Model Shift
Digital Impacts Everything
• Paid.Owned.Earned Integration: Consistency
• As a Conclusion: Marketeers & Agencies
Challenges & The SBS EMMA 2012 Answer

Yesterday, Today &
... Tomorow


Reach - x7 in12 Years
Total Reach

MySpace
Youtube Android
Linkedin I Phone I Pad
IDTV
Napster Wikipedia I-Tune Twitter Foursquare Google+
Google store Facebook

% on population 12+
Source : CIM PMPA 2010-2011


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


Average
daily
media
consump)on,

focusing
on
digital
media

Most
of
our
)me
is
spent
in
the

‘Entertainment’
category
àPodcasts
àOnline
video
(such
as
YouTube)

àTelevision.


Multiple screens
x
Convergence of content
X
Individual cast


4 Screens !

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


> 1% of the campaigns …


“I feel stupid,
and contagious.
Here we are now.
Entertain us.”


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

Smart TV: 43% in 2014
Internet@Tv#
HD#Flats#
89%# 94%# 97%#
79%#
66%#
48%# 43%#
31%# 29%#
17%# 17%#
9%# 6%# 10%#
0%# 0%# 0%# 0%# 3%#
2005# 2006# 2007# 2008# 2009# 2010# 2011# 2012# 2013# 2014#


SoLoMo
En dialecte romain, « mo’ » signifie maintenant,
donc « Solo mo’ » se traduit littéralement par «
juste maintenant » !


the BIG 4
• 800M+
users
worldwide
• 130M+
user
worldwide

• 4.4M
users
in
Belgium
• 1M+
users
in
Belgium
• 4.7M
Unique
Visitors
(UV)
in
Belgium
(Oct
• 774.000
UV
in
Belgium
(Oct
2011)
2011)
• More
than
50%
of
ac)ve
users
log
on
to

Facebook
in
any
given
day

• 800M+
unique
visitors
per
month • 100M+
ac)ve
users
worldwide

• 3
billion
views
per
day
on
YouTube • 115.000
users
in
Belgium
(es;mate)
• 4M+
UV
in
Belgium
(Oct
2011)


Twelp Force: CuCa

State Farm - YouTube


Coca-cola village
Connect Real & Social World

22

2012 - SoMe: ROI

Social
• Not Facebook Only
• Impacts on all activities of Enterprise
• Integrate Lifetime
• A Tool, not «The» Objective
• KPI’s are still to be ﬁxed
• Connect with the real world

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
11 % progressively replace the
Netbook 12 % classic mobile phone.
16 % Increase of Digital Tablet
penetration is very signiﬁcant.
2%
Digital tablet 3%
11 %


Augmented Reality
… is the zero click interface" (Anselm Hook)


Augmented X-Ray App Boosts Retailer’s Sales by 37%

9

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 (2)

Angry Birds Live


• Tesco QR code store


Local

• Issue Solving and/or Entertainment
• Close to mobile
• DOOH/Stunt
• Connected with the real live !


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


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/


Spotify – Freemium


Au second trimestre 2011, 51 %
de la musique dématérialisée
a été consommée sur Internet
contre 49 % en
téléchargement.


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.


Memolane
http://memolane.com/site
40

Facebook Timeline

Lego Builders of Inﬁnity


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/


Smart Device + Social Sharing


Gamiﬁcation

45

Advertising
Model
Shift
(More! More! More!)


We've gone from being
exposed to about 500
brand messages a day
back in the 1970s to as
many as 5,000 a day
today.
Jay Walker-Smith
Yankelovich Consumer Research


See: 5,000

Engage: 76

Recall: 12

Act on: 5


See: 5,000 you
Engage: 76 have to
Recall: 12
be the

Act on: 5 0.1%


The
«Last
Ad»
vs
Reality
The “Last Ad” Standard
– Last Ad Clicked
– Last Ad Viewed

$

$ $

$

$

$


The
«Last
Ad»
vs
Reality
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple times, across multiple
– Last Ad Viewed channels, over extended periods of time

Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google

$

$ $

$

$

$


Dynamic
Retarge)ng

Product
recall Recommenda;ons Cross
selling

The
user
has
seen
a
46cm

TV
on
the
The
user
has
placed
the
TV
in
the
basket
The
user
has
bought
a
46cm
TV
Hitech.com

site page
but
has
not
bought
the
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

products
highligh)ng
addi)onal
products

consulted
by
the
user. from
the
same
category
(TV
size,
price,
In
this
case,
it
could
be
a
DVD
player
or

brand,
etc…) surround
sound
system. 51


Multiplication of Studies
CIM MDB Adex CIM
Audimetrie RIA
Sobemap (TV
sud) Metriweb Metriproﬁl
Cadres &
OFADI CIM Aspemar (TV
nord)
Dirigeants
CIM Afﬁchage
CIM Radio
NNS

Radioscan

1951 1959 1971 1972 1985 1988 1992 1993 1996 1997 1998 1999 2000 2001 2002 2006 2010 2011

MediaMark Cyberscan CIM Presse,
CESBP Cinema &
BMM PMPA
Time Shift
Crossmedia TGI Viewing
Première Net Observer
Netsurf Petite
commission CIM Audimétrie
Presse BIM

Initiated by CIM

20XX - Research Converges

53


Integrate On/Off Data

TV

Web
Analytics CRM Adserver
Data site Data clients Data ad

« Data fusion » « Data fusion »

Mesure uniﬁée - Déduplication des données
Intégration de données, tant on que off line
Analyse avancée pour optimiser les campagnes


The only important
thing about data is
how it empowers
people.
Leslie Bradshaw
Applying Victor Papanek’s sentiments from 1971 to today’s data challenge


Paid.Owned.Earned
Integration


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.
PRESS) SOCIAL NETWORKS

MAILINGS, E-MAILINGS, OPINION OF SURFERS
(BLOGS, FORUMS)
TRADE EXHIBITIONS,
PRESS COVERAGE
SPONSORED EVENTS


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


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%

O
Owned Media

33 %
DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED) VIENNENT
DES SITES
DE MARQUES

67 % DES POINTS
DE VENTE PHYSIQUES


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.

63

I C P O E

O N
I C
BRANDS EXPOSURE PAID OWNED EARNED
AVERAGE
SECTOR 55% 14% 30%
Google 51% 21% 28%
Coca
Cola 67% 9% 25%
Facebook 51% 18% 31%
Microsod 57% 15% 28%
Loterie
Na)onale 64% 11% 25%
Apple 53% 13% 33%
Nike 65% 10% 25%
Disney 64% 11% 25%
Quick 65% 7% 29%
Dell 63% 11% 26%
HAVAS
MEDIA


...close
to
THE
Decision
Cycle
Process
Paid 2 Paid
Past
+
actual
campaigns •SEO+SEA+
campaign
Consumers
add
or
substract
brands

Owned Owned
as
they
evaluate
what
they
want.
•Website
+
Branches •Website
+
Branches
Earned Earned
•WOM/Peers
+
Social
Media
• WOM
/
Peers
+
Social

Ac;ve
evalua;on Media
1 Informa;on
gathering,
shopping 3
The
consumer
considers
an
ini;al
set
Ul;mately,
the
consumer
selects
a

of
brands,
based
on
brand
brand
at
the
moment
of
purchase.
percep;ons
and
exposure
to
recent

touch
points.
Loyalty
loop

Moment
Product

Ini)al
Cross
selling
via
Owned

• Website of
Owned
Considera)on
Set •Website

+
branches

• Customer
Care purchase
• POS =>
customer
care

Trigger

Postpurchase
experience
Ongoing
exposure

Owned 4
• Website
• Customer
Care A_er
purchasing
a
product
or
service,
the

• POS consumer
builds
expecta;ons
based
on

Earned experience
to
inform
the
next
decision

journey.


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
distribu)on
market ?

The Results
P
Step
2:
Paid
campaigns

Capitalizing

on
the
packaging

69k
fans
(compared

to
4k
for
Auchan
and
Leclerc)
Qualita)ve
verba)m
on
Facebook
and
inﬂuent
blogs
The
highest
earned
consumer
percep)on
of
the
market OOH
Print OOB

E Step
3:
Earned
Media
Buzz
around
Owned
and
Paid
Sustained
by
an
ac)ve
community

management
Exclusive
oﬀers
for
Fans


Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.


Burger King’s online story
Online
High
Presence

Channels

Engagement
Xbox games

Subservient
Low chicken

Owned Media

2007

Online
High
Presence

Sponge Bob
Channels

Engagement
Xbox games

Whopper freakout

Subservient The
Low chicken cavalcade

Owned Media Paid Media

2007 2008

Online
High
Presence
The BK Lounge

Sponge Bob
Channels

Engagement
Xbox games

Whopper
sacriﬁce
Whopper freakout

Subservient The

Owned Media Paid Media Earned Media

2007 2008 2009

Online
High
Presence
on
ays
The BK Lounge
Alw
Sponge Bob
Channels

Engagement
Xbox games

Whopper
sacriﬁce
Whopper freakout

Subservient The

Owned Media Paid Media Earned Media

2007 2008 2009

Whopper Freak Out
• Linkable & Uploadable 8 minutes
movie

• 5 M views in streaming

• 14 M views on youtube

• Kick off with Tv campaign

• 100 parodies on youtube


Challenges


Marketeers Digital Challenges
• Integrate Digital Channels largely and deeply into the
global Marketing Mix
• Handle several communication techniques
(Social, Mobile, Performance Marketing, (e)CRM,...)
• Have a view on the next trends & develop a clear
vision of the future


Marketeers Digital Challenges
• Integrate Digital Channels largely and deeply into the
global Marketing Mix
• Handle several communication techniques
(Social, Mobile, Performance Marketing, (e)CRM,...)
• Have a view on the next trends & develop a clear
vision of the future

Digital Module EMMA 2012


Let’s keep in touch !
Huguesrey
www.rey.be
Hugues.rey@be.havasmedia.com


Thank You !

73

Emma closing 15122011 - longue

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