Social Media - Addressing new consumers expectations (Amelie Sainthuile)

1. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!"#$%&'()*$%'
+**,)--$./'.)0'#".-12),-')34)#5%6".-'

2. +/).*%' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!23#4#!536"#7#8&'/,)0-&'(&1#)+9(-$#:/'(-##
#
!536";#<"37#=,/->#
#
<"3;#<!37#?,-9@9-$#AB/,9(9/#

3. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
'
78%5'%,)'-"#$%&'2)*$%9'

4. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
C#1-$-BD#+E#F/G)(0/)H#I+::%&(@/)H##
J&0/,&/0#A&-G$/'#K+LM-,/H#N&$(&/#K/,O(9/)H#P#
K+%,9/7#I+,*+,-0/#K+9(-$#Q/0M+,>(&1H#=%)(&/))#=,/->E-)0H#R-,93#<"!"H#S-)+&#T+))H#IANH#U(/M#=/&#?,+90/,H#V(,/90+,H#U(/MH#8W##

5. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
F(03#O/,D#'(X/,/&0#*%,*+)/)H##
E%&9@+&-$(@/)#-&'#%)/,)Y#
K+%,9/7#I+,*+,-0/#K+9(-$#Q/0M+,>(&1H#=%)(&/))#=,/->E-)0H#R-,93#<"!"H#S-)+&#T+))H#IANH#U(/M#=/&#?,+90/,H#V(,/90+,H#U(/MH#8W##

6. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Intention Purchase sharing sites
K+%,9/7#I+,*+,-0/#K+9(-$#Q/0M+,>(&1H#=%)(&/))#=,/->E-)0H#R-,93#<"!"H#S-)+&#T+))H#IANH#U(/M#=/&#?,+90/,H#V(,/90+,H#U(/MH#8W##

7. (%$.'!"#$%&'()*$%'$.':)&/$12'
# # '
# '
ZH6#:($$(+&)## 6"#0+#^[W# Z#:($$(+&)## ;EF'2$&&$".-'
#%)/,)#(&#<"!!# #%)/,)## #%)/,)#(&#<"!"# #%)/,)#(&#<"!"#
# # # #
["#+E#=/$1(-&# `!#+E#=/$1(-&# ["#+E#=/$1(-&# <"#+E#=/$1(-&#
+&$(&/#)%,E/,)# +&$(&/#)%,E/,)# +&$(&/#)%,E/,)# N&$(&/#K%,E/,)#
# # # #
6""Y"""#8U]V# aY"""#8U]V# R-(&$D#6[_H#:-$/)H#
# # 3/-OD#J&0/,&/0#
;<=>?@A''BCD'' R-(&$D#6"_# %)/,)H##
6";["D7##6^# Jb#c#I+::%&(9-@+&#
["_7##2## *,+d$/)#
# #
e#V-0-#E,+:#I+:)9+,/#K0%'(/)H#f++1$/#b,/&')H#I+::/&0-1H#K:-,0G%)(&/))YG/#

8. GH2),/$./I'!"#$%&'()*$%' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
R+G($/#-**#-$$+M(&1#g#93/9>;(&)#hH#O/&%/)#,/9+::/&'-@+&)H#
E;<;E#+i(&/#://@&1#-&'#KNjNRN#)*/9(-$#+X/,)]#![#R#%)/,)#
FFH#6"#R#,/E/,/'#O/&%/)H#Z#R#93/9>;(&)]#'-D#
R+G($/#-**H#!#:($$(+&#'+M&$+-'#-0#03/#$-%&93#+E#03/#
C&',+('#O/,)(+&H#![#R#%)/,)#MM#
J&0/&@+&#?%,93-)/)#*(&&(&1#)D)0/:#-$$+M(&1#M-$$)#
9,/-@+&H#:-(&$D#1(,$D#c#E-)3(+&#,/$-0/'#
!"H#Z#R#%)/,)#MM#(&#k-&%-,D#<"!<#
C#:(B#+E#l=H#bM(./,H#l+%,)m%-,/#:+G($/#-**#-$$+M(&1#
*/+*$/#0+#9+&&/90#M(03#03/(,#9$+)/)0#E,(/&')H#)3-,(&1#
*(90%,/)H#O/&%/)H#)0-0%)H#P#

9. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
:15'08@'58)'JKKK'-8"1&*'
L'#%,)'"J'!"#$%&'()*$%9'

10. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
#
C#9+&)%:/,#,/O+$%@+&#
3-**/&/'#

11. C&'#9+&)/m%/&9/)#9-&#G/#(:*+,0-&0#
!"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
3.*7]]MMMYD+%0%G/Y9+:]M-093nOo[pf9ZqNm+q+##
8&(0/'#C(,$(&/)#=,/->)#f%(0-,#
5#R($$(+&)#O(/M)#(&#!#D/-,e#
e#l,+:#S%$D#^03#<""5#%&@$#&+M#
3.*7]]MMMYD+%0%G/Y9+:]M-093nOo[pf9ZqNm+q+##

12. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

13. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

14. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
F(03#&+#)+9(-$#*,/)/&9/#-0#03/#9,()()#@:/H#=?#()#&+M#
'/)/*/,-0/$D#M+,>(&1#+&#(:-1/#0+#,/1-(&#9,/'(G($(0D#GD#
+&$(&/#9+&)%:/,)#G%0#G-)3(&1)#-,/#)@$$#O/,D#E,/m%/&0#+&#
03/#'(X/,/&0#)+9(-$#-))/0)#

15. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

16. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

17. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

18. '
'
!"#$%&'()*$%'-1##)--'#%1-)*'58)'
%44%,$6".'"J'%'.)0'2%.M$.*N'

19. O8)'!"#$%&'P".Q),-%6".%&$-5'
! r/#)3-,/)#+*(&(+&)H#$(&>)#-&'#/B*/,(/&9/)#(&#)+9(-$#
&/0M+,>)#;$(>/#bM(./,H##l-9/G++>#+,#j(&>/'J&;#-0#
$/-)0#+&9/#-#M//>Y#
#
! r/#E+$$+M)#G,-&')#-&'#(&0/,-90#M(03#03/:#O(-#
)+9(-$#&/0M+,>)#
! r/#:-D#*+)0)#,/O(/M)#+&#E+,%:)#-&'#,/O(/M)#
M/G)(0/)#
! r/#:-D#M,(0/#+&#9+$$-G+,-@O/#*$-s+,:)#+,#,%&#-#
G$+1#;E+,#M3(93#3/#M($$#*,+G-G$D#%)/#-')#0+#:->/#
)+:/#:+&/D#+E#(0#
#
! <"#+E#03/:#9+&&/90#0+#)+9(-$#-**$(9-@+&)#O(-#
:+G($/#J&0/,&/0e##
e#l-9/G++>#J&)(130)H#<"!"H#

20. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
K+9(-$#R/'(-#()#-G+%0#3%:-&#
9+&O/,)-@+&H#0,%)0#-&'#(&t%/&9/#

21. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
5"#
of online consumers trust
recommendations from people they know !
Source: E-consultancy, July 2009#

22. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!Z#
Of consumers trust brands
advertisement!
Source: Socialnomics, 2009.#

23. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
2<#
'(1(0-$#
of internet users consider online
consumers reviews when planning a
purchase !
Source: Performics Social Highlights 3#

24. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
a"#
'(1(0-$#
of online users trust opinions posted
online!
Source: E-consultancy, July 2009.#

25. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
6Z#
'(1(0-$#
of internet users consider buying
products from a brand directly through
social media!
Source: Nielsen Company#

26. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!"R'08@'-8"1&*'@"1'#%,)'%S"15'-"#$%&'2)*$%9'
L.'-8",5N'

27. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
#
V/)@&-@+&#)(0/)#-,/#
$+)(&1#-./&@+&#

28. BRAND CONTROLLED PEOPLE CONTROLLED
WEBSITES PLATFORMS
K+%,9/#7#K0-0)#E,+:#f++1$/#0,/&')#-&'#I+:*/0/Y9+:#

29. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
K+9(-$#I+&O/,)-@+&#E-9($(0-0/)#
9+&)%:/,)#93+(9/#

30. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
b3/#f++'#Q/M)#()P#
=,-&')#9-&#G/#*-,0##
+E#03/#9+&O/,)-@+&uuu#

31. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
b+'-DH#)+9(-$#9+&O/,)-@+&-$()0)#)*/&'#
6"#
+E#03/(,#$/()%,/#@:/#+&#)+9(-$#:/'(-#v6Z#O)#6[#bUw#
Source: Razorfish Digital Brand Experience Report, 2009.#

32. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Z"#
xE,(/&'/'y#-#G,-&'#+&#l-9/G++>#-&']+,#RDK*-9/Y#J&#
-O/,-1/H#03/D#E,(/&'#6;[#G,-&')#03/D#/&'+,)/#-)#-#*-,0#
+E#03/(,#+M&#('/&@0DY#
Source: Razorfish Digital Brand Experience Report, 2009.#

33. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
#
C&'#P#-#G(1#0,/&'#
0+'-D#()#K+9(-$#
I+::/,9/#

34. !"#$%&'#"22),#)'$-N' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
r/$*(&1#*/+*$/#xG%Dy#M3/,/#03/D#9+&&/90#-&'#9+&&/90#M3/,/#03/D#
xG%DyP#
A;INRRATIA# KNIJCj# KNIJCj#
INRRATIA# RAVJC#
• N*(&(+&)#
• ?,+'%90)#,/O(/M)]#,-@&1)#
• J&E+,:-@+&#)3-,(&1#
• ?/,)+&-$(q/'#/B*/,(/&9/#
• =,-&')#K+9(-$#?,/)/&9/)#
• P#

35. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
F3-0#()#>/D#(E#J#)0-,0#
9+&)('/,(&1#)+9(-$#
:/'(-n#

36. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!"#$%&'()*$%'$-'."5'%'-5,%5)/@R''
$5'T-'%'S1-$.)--=*,$Q).'4,"/,%2'
'
'

37. =%)(&/))# !"#$%&'()#
*+%,#
,-.,-*/,#$/#
f+-$)#-,/#
0,-(&#'%#
'(1(0-$#
>(&1u#
#
b3/D#'/d&/#*,(+,(@/)7#J0z)#-#
m%/)@+&#+E#9+)0;/X/9@O/&/))#
#
b3/D#3/$*#03/(,#/:*$+D//)#0+#>&+M#
M3-0#0+#'+#(&#K+9(-$#R/'(-
vA&0/,0-(&:/&0#O)#*,+O('(&1#O-$%/#
0+#03/#9+:*-&Dw#
#

38. =%)(&/))#
f+-$)#-,/#
• C9m%(,/#&/M#9+&)%:/,)#
• J&9,/-)/#9+&)%:/,)#$+D-$0D#
• =%($'#9+&)%:/,)#(&0/$$(1/&9/#
• J&9,/-)/#v+&$(&/w#)-$/)#
• T/'%9/#9+::%&(9-@+&#9+)0)#
• T/'%9/#9+&)%:/,)#)%**+,0#9+)0)#
• J:*,+O/#(&0/,&-$#9+::%&(9-@+&#
• J:*,+O/#,/9,%(0:/&0#
• P#

39. • A&1-1/#M(03#9+&)%:/,)#
=%)(&/))#f+-$)# •
•
I,/-0/#-#l-9/G++>#?-1/#
=%($'#-#9+::%&(0D#
• K*,/-'#9+%*+&)#
-,/#&+0P# •
•
I,/-0/#+&$(&/#+X/,)#
P#
0-9@9)#

40. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!"#$%&'()*$%'$.Q)-52).5-'21-5'S)'%&$/.)*'
0$58'S1-$.)--'/"%&-'

41. :1-$.)--'/"%&-'&)/$62%5)-'-"#$%&')U",5-' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
=,-&'#j+D-$0D#
!#
K-$/)# I+&)%:/,)#l//'G-9>]#=J#
"Y2#
"Y^#
=,-&'#AB*/,(/&9/# C9@O-@+&#
"YZ#
"Y<#
b,-{9# "#
r%:-&#T/))+%,9/)#
?,+'%90#CM-,/&/))# A;,/*%0-@+&]#?T#
=,-&'#?,/)/&9/# I,()()#R-&-1/:/&0#
K/90+,(-$#F-093(&1#

42. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
' 0,-(&#'%#
'(1(0-$#
'
'
V.'%'2%,M)6./'4),-4)#6Q)R'%'-5,%5)/@'
*)W.)-'"SX)#6Q)-'%.*'*)-#,$S)-'58)'0%@'
@"1'%,)'/"$./'5"'-%6-J@'#".-12),-'$.'@"1,'
#8"-).'2%,M)5-'

43. Marketing Key Objective:
BUILD UP CUSTOMER EQUITY
=,-&'## Awareness
Am%(0D# Ethics/ Behavior
Familiarity
Web Cultural Relevance
P1-5"2),''
HY1$5@'
'
Quality
Price U-$%/## T/0/&@+&## Loyalty
Convenience Am%(0D# Am%(0D# Community Building
Personal Treatment

44. '
!"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'
'(1(0-$#
'
'
Z"0'5"'1-)'-"#$%&'2)*$%''
5"').8%.#)'@"1,'#1-5"2),')Y1$5@9'

45. V(1(0-$#
l(/$'#m%-$(0-@O/#,/)/-,93#v9+&O/,)-@+&#:(&(&1H#
Q-@O/# /03&+1,-*3(9#d/$'#M+,>w#0+#('/&@ED#-&D#%&:/0#+,#%&'/,;
J&)(130)# '/$(O/,/'#%*+&#&//')#D+%,#-%'(/&9/#)3-,/)#
=,-&'# V/0/,:(&/#M3(93#/$/:/&0)#+E#03/#G,-&'z)#VQC#-,/#03/#
K+%$# G/)0#0+#0->/#E+,M-,'#(&#)+9(-$#
=,-&'#
K+9(-$# I,/-0/#-#$()0#+E#*+0/&@-$#,+$/)#D+%,#G,-&'#9-&#0->/#+&#(&#
T+$/)# )+9(-$#-&'#&-,,+M#03/)/#,+$/)#(&0+#-#,/$/O-&0#*++$#E+,#
)+9(-$#:/'(-##

46. ?+0/&@-$#,+$/)#E+,#K+9(-$#?,+1,-:#
K/$/90#
6;Z#>/D#
,+$/)#

47. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
N>(P#G%0#M3-0#03/#3/$$#
9-&#J#'+#M(03#K+9(-$#
R/'(-n#

48. !"#$%&'()*$%'O@4"&"/@' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA
YOU OWN YOU RENT YOU EARN
Websites, corporate blog, Sponsorised blog articles, Spontaneous conversation
twitter account, facebook google adsense, blog in Twitter, Facebook, Blogs,
page, YouTube Channel, seeding, FB ads/ sponosred Forums, Review sites,
brand community, ... stories, affiliation Youtube, Flickr, Digg,
# campaigns, ! LinkedIn, Viadeo, Xing, !
#

49. !"#$%&'(%,M)6./'!5,%5)/$)-' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
[$-5).$./A''
'R-,>/0#,/)/-,93#03,+%13#)+9(-$#:/'(-#()#-G+%0#)//>(&1#(&)(130)#-&'#
%&'/,)0-&'(&1#D+%,#9%)0+:/,)#E+,#%)/#(&#:-,>/@&1#-&'#'/O/$+*:/&0Y#
O%&M$./A'
'8)(&1#)+9(-$#:/'(-#0+#)*,/-'#D+%,#:/))-1/)#-)#-&#/B0/&)(+&#0+#9%,,/&0#
'(1(0-$#:-,>/@&1#-9@O(@/)#v'()*$-D#-'O/,@)(&1H#)/-,93#-')H#A:-($#/09YYYwY#
H.),/$$./A'
'J'/&@ED(&1#D+%,#G,-&'#-:G-))-'+,)#-&'#E-9($(0-@&1#_#/:*+M/,(&1#03/(,#
F+,';+E;R+%03#03,+%13#)+9(-$#:/'(-Y#
!144",6./A'
'C**$D(&1#)+9(-$#:/'(-#-&'#)+9(-$#0/93&+$+1(/)#0+#3/$*#-&'#:+@O-0/#
9%)0+:/,)#)%**+,0#/-93#+03/,Y#
H2S,%#$./A'
'J&0/1,-@&1#D+%,#9%)0+:/,)#(&0+#3+M#D+%,#G%)(&/))#M+,>)H#(&9$%'(&1#3+M#0+#
/:G/'#03/:#(&0+#(&&+O-@+&)Y#
'
K+%,9/7#j(H#I3-,$/&/#-&'#=/,&+XH#S+)3Y#f,+%&')M/$$7#F(&&(&1#(&#-#F+,$'#b,-&)E+,:/'#GD#K+9(-$#b/93&+$+1(/)Y#<""2Y#

50. !"#$%&'O%#6#-'O"'],"0'^"1,'
:1-$.)--''
!"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
7)S-$5)-R'#",4",%5)'S&"/R'' e$-4&%@'%*-R'-4".-"-8$4-'R'4%$*'-)%,#8R''H2%$&' !"#$%&'2)*$%A'50$f),R'J%#)S""MR'S&"/-R'J",12-R'
50$f),'%##"1.5R'J%#)S""M'/,"14R'^"1O1S)' &$-5-EEE' ,)Q$)0'-$5)-R'^"151S)R'g&$#M,R'e$//EEE'
#8%..)&R'S,%.*'#"221.$5@R'EEE'
P8%..)&-'
!VPL+['(HeL+' !VPL+['(HeL+' !VPL+['(HeL+'
^Vc'V7`' ^Vc'bH`O' ^Vc'H+b`'
!"#$%&'(%,M)6./'
!5,%5)/$)-'
a,$Q%5)',)-)%,#8'#"221.$5@' V.&$.)'g"#1-'],"14-' !"#$%&'()*$%'(".$5",$./'
[L!OH`L`]' '
7)S-$5)R'S&"/R'O0$f),'J))*R' P%24%$/.'[%1.#8A' !"#$%&'a&1/$.-R'g%#)S""M'
O+[_L`]'' g%#)S""M'4%/)-'m'/,"14-R':,%.*' ' %44&$#%6".-R'j$,%&'#%24%$/.-R'
#"221.$5@' :&"/'e$-4&%@'%*-R'!4".-",-8$4'",' %2S%--%*",-',)0%,*'0$58'
-))*$./'%#6".R'g:'-4".-",)*' )3#&1-$Q)'%.*'%Q%.5=4,)2$),)'
()2S),=/)5=()2S),'4&%h",2' -5",$)-R'$.l1).#),-'-).-$6%6".R' $.J",2%6".R'S&"/')Q).5-R'N'
H`Hb]LdL`]' a,$Q%5)'!"#$%&'`)50",M' ,)0%,*-R'N'
'
P"&&%S",%6Q)'0)S#%,)'4&%h",2R'' V15-"1,#)*'-144",5' !"#$%&'P%,)'
aHHb'!caaVbOL`]' 7$M$R'aka'#"221.$6)-' H/E'])5!%6-J%#6".E#"2'
P1-5"2'4&%h",2'J",'' V15'=i'P,"0*-"1,#)*'$.."Q%6".' a,"*1#5'",'-),Q$#)'#,)%6".n'
H(:b+PL`]' P,"0*-"1,#)*'$.."Q%6".' H/E'b)*)-$./2)E#"2' "462$%6".'S%-)*'".'!(('

51. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
jJKbAQJQf#
[!#

54. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

55. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

56. +2),$#%.'H34,)--'^"1,:1'a,"*1#5' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

57. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
b-$>(&1#

58. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

59. 8&($/O/,#:%$@;G,-&'#M+:/&#
9+::%&(0D#v|!#(&#=/&/$%Bw#

60. K0-,0;%*#-&'#):-$$#G%)(&/))#+*/&#9+::%&(0D#

61. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
=%'1/@)-@+&#0++$#_#9+::%&(0D#_#/B*/,0)#G$+1#_##
+&$(&/#)%**+,0#v93-0H#m%/)@+&)H#Pw##
_#)+9(-$#*,/)/&9/)#_#:(&0#$(E/#:-1##

62. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Facebook Pages!
Talking i.e. inspiring fans, answering their
questions, giving visibility to actions!
and at the upper end, boosting
sales

63. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

64. Q/0;};*+,0/,#J&)*(,-@+&H#b,-{9#
f/&/,-@+&#c#*,+'%90)#*,+:+@+&7#
# !"#$%&'()#
*+%,#
?%)3#+E#&/M#*,+'%90)H#E-)3(+&# ,-.,-*/,#$/#
0,-(&#'%#
0,/&')H#):-,0#(&0/1,-@+&#+E#/; '(1(0-$#
9+::/,9/#

65. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

66. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Brands presences on Twitter!
From special offers to products news or
brand transparency

67. 78%5'%,)'5"4',)%-".-'4)"4&)'J"&&"0'%' !"#$%&'()#
S,%.*9''
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
K/,O(9/H#
)%**+,0#+E#
*,+'%90#&/M)H# N03/,H#"Ya"#
6Y["#
J&0/,/)@&1#+,#
I%,,/&0# /&0/,0-(&(&1#
I%)0+:/,H# 9+&0/&0H#
<6Y["# <<Ya"#
l,(/&')#-,/#
K*/9(-$# E-&)#+E#03/#
NX/,)]#'/-$)H# G,-&'H#^Y6"#
Z6Y["#
K+%,9/7#T-q+,d)3Y9+:H#A9+&)%$0-&9DY9+:H#K+9(-$:/'(-0+'-DY9+:#

69. l-&)#c#E+$$+M/,)#,/M-,'#03,+%13#@9>/0)#
'()0,(G%@+&H#$+9-$#'/-$)H#UJ?#-99/))/)H#P#+&#
bM(./,#c#:+G($/#-**u#
#
K*/9(-$#'/-$)#E+,#I3,()0:-)u#

70. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

72. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Youtube Channels

73. g$,-5'e$,)#5='^"1O1S)'P8%..)&'
l,+:#/O/&0)#9+O/,-1/#0+#)*/9(d9#
-&)M/,)#0+#*,+'%90)#0%0+,(-$)H#)+9(/0D#
+,#(&&+O-@+&#'/G-0/)#

74. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

75. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
A&/,1(q(&1#

76. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Social Plugins as « WOM amplifyers »
and somehow! « personalised
experience designers »

77. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
C:~$(/#K-(&03%($/#

78. Like = Back Traffic &
New “Likes”
Like = Visibility in
FB Newsfeed
Like = Visibility & potential
traffic from users 300
average friends

79. ?+)0;*%,93-)/#)3-,(&1#()#3(13$D#/X/9@O/#-0#',(O(&1#)-$/)#9+&O/,)(+&)#E,+:#%)/,)#E,(/&')Y#
C''(@+&-$$DH#*+)0#*%,93-)/#)3-,(&1#9-&#G/#-))+,0/'#M(03#/B0,-#-'O-&0-1/)#
!"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

82. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

83. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
]"/"S"5'
0,-(&#'%#
'(1(0-$#
#
J&9(0/)#%)/,)#0+#1/0#0,-O/$#
#
-'O(9/)#E,+:#f+1+G+0#
0,-O/$$/,)Y#?/+*$/#m%(9>$D#
-&)M/,#m%/)@+&)#

85. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Social Applications!
From branded entertainment to social
sales and social business intelligence

86. A:+@+&-$#=,-&'(&1#c#&/M#
*,+'%90#$-%&93# !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

87. A;9+::/,9/#)+9(-$#-M-,/&/))#
!"#$%&'()#
E,+:#l-9/G++># *+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

88. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
V(,/90#=++>(&1#A&1(&/#(&#
l-9/G++>#

89. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
l,+:#)+9(-$#%)/,)#/&0/,0-(&:/&0#0+#
=%)(&/))#J&0/$$(1/&9/#

90. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Social Campaigns!

91. a%@'0$58'%'O0))5'
!"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
U('/+#-O-($-G$/#+&#j(&>/'JQ#

92. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

93. I+&0/B0%-$#-9@O-@+&)#+&#p+%0%G/#93-&&/$#-,+%&'#
I3,()0:-)#0+#/:G+'D#03/#*,+:()/#g#F/z,/#G/./,H#
9+&&/90/'#h#GD##
#
! J&O(@&1#9$(/&0)#0+#*,+*+)/#-#:/))-1/#03,+%13#
|+<)-&0-#-',/))/'#0+#N<#bM(./,#-99+%&0#
N<#
! T/9+,'(&1#03/#:/))-1/#(&#O('/+#c#0M//@&1#(0#
0+#03/#'/:-&'/,#M(03#|+<)-&0-##

95. _"5)3'".'a$.5),,)-5' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
U('/+#-O-($-G$/#+&#j(&>/'JQ#

96. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
#K%**+,@&1#

97. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Social care

98. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
#=-&>#+E#C:/,(9-#'/'(9-0/'#
93-&&/$#E+,#+&$(&/#9+&)%:/,)#
)%**+,0#

99. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

100. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
WjR#I-:*-(1&#U('/+7#3.*7]]03/,/-$@:/,/*+,0Y9+:]<"!!]"5]<2]
>$:;$-%&93/);<Z3,;)+9(-$;:/'(-;9%)0+:/,;)/,O(9/;M(03;$(O/;
,/*$(/);O(-;D+%0%G/;0M(./,]#
##
#
#

101. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Peer-to-peer communities!
a trend for historical actors
desintermediation

102. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

103. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
K0+9>#0,-'(&1#9+::%&(0D#_#9+&O/,)-@+&#0++$)
M(03#*/+*$/#M(03#03/#)-:/#(&O/)0:/&0#*,+d$/#

104. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

105. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

106. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

107. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
A:G,-9(&1#

108. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
xI%)0+:/,)#-,/#M($$(&1#0+#
3/$*Y#b3/D#M-&0#0+#G/#
*-,0&/,)y#
r+M-,'#K93%$0qH#K0-,G%9>)#IAN#

109. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

110. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
! j-%&93#(&#C%1%)0#<"!!#
! Q/M#E/-0%,/)#0/)@&1#$(O/#
G/E+,/#,/$/-)/#
! ?+$$)#-&'#)-@)E-9@+&#
)%,O/D)#
! l//'G-9>#-,/-#

111. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

112. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

113. +-'%'#".#&1-$".' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
U('/+#-O-($-G$/#+&#j(&>/'JQ7#K+9(-$&+:(9)#

114. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Time for a break
"

115. !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
!"#$%&$$./'($#8)&$.':,%.* ''
Z"0'5"'$.#,)%-)'2%,M)5'4).)5,%6".'%.*n
",'*)Q)&"4'58)'2%,M)5'0$58'-"#$%&'2)*$%9'

116. !"#$%&$$./'($#8)&$.' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Ä%/)@+&)7#
• F3+#'+#M/#M-&0#0+#0-,1/0n#F3Dn#
• F3-0#G%)(&/))#+Gk/9@O/)#)3+%$'#M/#E+9%)#+&#d,)0$Dn#
• F3-0#9+%$'#G/#03/#G,-&'z)#*+0/&@-$#)+9(-$#,+$/)n#
• F3-0#)+9(-$#/9+)D)0/:#E+,#R(93/$(&n#
• F3-0#)+9(-$#9+&O/,)-@+&#E+,#R(93/$(&n#

117. :1-$.)--'VSX)#6Q)-'o'($#8)&$.' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
• L.#,)%-)'a).)5,%6".'
– J&9,/-)/#)-$/)#*/,#9%)0+:/,)#
– C9m%(,/#&/M#9%)0+:/,)#E,+:#9+:*/@0+,)#
#
• e)Q)&"4'58)'2%,M)5'
– C.,-90#&+&;%)/,)#
– A&0/,]#'/O/$+*#&/M#)/1:/&0)#

118. V(1(0-$#
l(/$'#m%-$(0-@O/#,/)/-,93#v9+&O/,)-@+&#:(&(&1H#
Q-@O/# /03&+1,-*3(9#d/$'#M+,>w#0+#('/&@ED#-&D#%&:/0#+,#%&'/,;
J&)(130)# '/$(O/,/'#%*+&#&//')#D+%,#-%'(/&9/#)3-,/)#
=,-&'# V/0/,:(&/#M3(93#/$/:/&0)#+E#03/#G,-&'z)#VQC#-,/#03/#
K+%$# G/)0#0+#0->/#E+,M-,'#(&#)+9(-$#
=,-&'#
K+9(-$# I,/-0/#-#$()0#+E#*+0/&@-$#,+$/)#D+%,#G,-&'#9-&#0->/#+&#(&#
T+$/)# )+9(-$#-&'#&-,,+M#03/)/#,+$/)#(&0+#-#,/$/O-&0#*++$#E+,#
)+9(-$#:/'(-##

120. O"4'*"2%$.' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#

121. V(1(0-$#
l(/$'#m%-$(0-@O/#,/)/-,93#v9+&O/,)-@+&#:(&(&1H#
Q-@O/# /03&+1,-*3(9#d/$'#M+,>w#0+#('/&@ED#-&D#%&:/0#+,#%&'/,;
J&)(130)# '/$(O/,/'#%*+&#&//')#D+%,#-%'(/&9/#)3-,/)#
=,-&'# V/0/,:(&/#M3(93#/$/:/&0)#+E#03/#G,-&'z)#VQC#-,/#03/#
K+%$# G/)0#0+#0->/#E+,M-,'#(&#)+9(-$#
=,-&'#
K+9(-$# I,/-0/#-#$()0#+E#*+0/&@-$#,+$/)#D+%,#G,-&'#9-&#0->/#+&#(&#
T+$/)# )+9(-$#-&'#&-,,+M#03/)/#,+$/)#(&0+#-#,/$/O-&0#*++$#E+,#
)+9(-$#:/'(-##

122. b,-O/$)n#

123. bD,/)n#

124. V(1(0-$#
l(/$'#m%-$(0-@O/#,/)/-,93#v9+&O/,)-@+&#:(&(&1H#
Q-@O/# /03&+1,-*3(9#d/$'#M+,>w#0+#('/&@ED#-&D#%&:/0#+,#%&'/,;
J&)(130)# '/$(O/,/'#%*+&#&//')#D+%,#-%'(/&9/#)3-,/)#
=,-&'# V/0/,:(&/#M3(93#/$/:/&0)#+E#03/#G,-&'z)#VQC#-,/#03/#
K+%$# G/)0#0+#0->/#E+,M-,'#(&#)+9(-$#
=,-&'#
K+9(-$# I,/-0/#-#$()0#+E#*+0/&@-$#,+$/)#D+%,#G,-&'#9-&#0->/#+&#(&#
T+$/)# )+9(-$#-&'#&-,,+M#03/)/#,+$/)#(&0+#-#,/$/O-&0#*++$#E+,#
)+9(-$#:/'(-##

125. ?+0/&@-$#,+$/)#E+,#K+9(-$#?,+1,-:#
K/$/90#
6;Z#>/D#
,+$/)#

126. !"#$%&$$./'($#8)&$.' !"#$%&'()#
*+%,#
,-.,-*/,#$/#
0,-(&#'%#
'(1(0-$#
Ä%/)@+&)7#
• F3+#'+#M/#M-&0#0+#0-,1/0n#F3Dn#
• F3-0#G%)(&/))#+Gk/9@O/)#)3+%$'#M/#E+9%)#+&#d,)0$Dn#
• F3-0#9+%$'#G/#03/#G,-&'z)#*+0/&@-$#)+9(-$#,+$/)n#
• F3-0#)+9(-$#/9+)D)0/:#E+,#R(93/$(&n#
• F3-0#)+9(-$#9+&O/,)-@+&#E+,#R(93/$(&n#