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Similaire à FCCS_Mar2010 (20)
Plus de Gregory Birgé (20)
FCCS_Mar2010
- 2. 2 years ago….:=)
Consumers Online
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- 3. In case you been sleeping so far…:=)
© jess3.com, Youtube, state of internet
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- 4. ONLINE HAS BEEN EMBRACED
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- 5. ”It is no longer about what your brand
does to the consumer but what
consumers are doing to and with your
brand.”
- Mark Earls
author of Herd, How to Change Mass Behaviour by Harnessing our True Nature
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- 6. Marketers used to be in charge
BRANDS CONSUMERS
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- 7. TRUST ME
PUSH
ONE WAY
ADVERTIZE AUTHORITY
INTRUSIVE
MASS
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- 8. Consumers are now in charge
BRANDS CONSUMERS
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- 9. TARGETED
DIALOGUE
RICH
INTEGRATION
GIVE CONTROL
INSTANT
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- 10. The way you might understand me
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- 11. Don’t have the wrong good idea
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✗
WWW.F5DC.COM
- 12. At least personalize the
communication…
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- 13. Supporters of Jiří Paroubek
Don’t : LIE
But : Tell the truth on your
campaign
Company :
Date :
How they did it :
Czech Politicians
Jan 2010
✗
Campaign objective : Get supporters for Ji í Paroubek.
Set up a group to recruit people who were interested in
winning an iPhone
After 70,000 joined, group was renamed to fan-site of
Czech Social Democrat leaderJi í Paroubek
Results :
A wave of egg-throwing attacks on pre-election campaign
meetings of the CSSD was organized in FB subsequently
Why it failed:
Misled users to join a group with a cause they did not
believe in
Made users feel that they are lied to and cheated
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- 14. iYomu
Don’t : Mislead
But : Find real interest
Company :
Date :
How they did it :
Aug 2007
Designed a prettier site in flash
Restricted users under 18
✗
New Zealand based start up
Campaign objective : Social network for older sets
Launched website with a $1 million give-away
Results :
Only 100,000 members joined
No frequent users
Group closed in less than a year
Why it failed:
Did not offer anything new to user
Has a pretty but impractical interface
Tedious questionnaire with no clear purpose
User who won competition was removed – rigged
competiton
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- 15. AMP UP Before You Score
Don’t : Go for the BIG idea
But : Be relevant
Company :
Date :
How they did it :
Pepsi
Campaign objective : App to cater to young males
Oct 2009
Categorized women into 24 types with related
information and how to ‘score’ these women
✗
‘Brag List’ to keep track of girls they’ve gotten ‘lucky’ with
Results :
Blogs and mainstream press forced Pepsi to remove app
and the offensive material
Why it failed:
Created sexism and stereotypes
Negative impact associated with brand
Tasteless idea
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- 16. Having website, Facebook application,
augmented reality, Twitter feed
does not solve your problems
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- 17. Do not fall in the (easy) trap
Push Message Pretend to listen to people
Abuse social media Push product and pretend to listen
Limit the feedbacks Censorship ways
Stay mass Consider one consumer , one profile
Cut and Paste Import the new TV ad to a nice banner
Lie about yourself Be true to your genes and message
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- 18. INNOVATIONS ARE NOT LIKE TOYS
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- 19. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 21. www.highwire.com : $50 / month
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- 22. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 23. 2010 engagement paradigm
The secret to prepare a good campaign
consumer is the center of strategy
consumer
strategy is the center of the tactics
strategy
tactics
innovation
tactics is the center of the innovation
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- 24. We need a proper approach
1
STRATEGY
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- 25. Make the consumer life easy
Listen to consumer and embrace them
Simple Relevant Personalize
Complex hidden mechanics to achieve simplicity
Clear offer and
Strategy Console / Dashboard
benefits
Measurements of all
Concept Back end
actions
Testing Tracking and Learning Front end / back end
© F5DC 2010 all25
rights limited, reproduction forbidden without approval
3/5/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
- 26. Fix the basics : Measure the right thing
CPP CPC
4% click rate delivery Page rank guarantee
DOES NOT EXIST DOES NOT EXIST
Sales Impact / Brand Impact
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- 27. One innovative measurement system
Tactics What matters One solution : Quividi
Advertising campaign Are they watching ?
Product launch Are they interested ?
Event Are they active ?
Direct audience measurement
Live information
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Efficiency information
- 28. Fix basics : Answer clients
Example : Flexanswer
Relative preference
Importance
Engagement
Nice to have
First interactions
Search on phrases not word
Information Direct answer to best answer
Critical
Critical Ease consumer life
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- 29. Focus on the consumer
Engagement Consumers Discussion
Website Blogs
Augmented Reality Forum
iApps Social Networking
Search
What is needed ?
What added value do I bring to my consumers ?
How do I create a path for him to me ?
How do I engage and maintain the relation ?
What works and does not ?
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- 30. Each of them requires specific knowledge
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- 31. Don’t use the tools the same way
Objectives Objectives Objectives Objectives
Metrics Metrics Metrics Metrics
Usage Usage Usage Usage
Which is in any case totally different from using the push media
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- 32. SN is not about banner on Facebook !
Why would
Common Why would Recruit
they promote
purposes they join ? members
it
Engage
Link to brand Talk to them Create activity
members
Don’t Do’s
" Don’t disturb the community " Bring added value
" Don’t spam " Give them a reason to follow you
" Don’t impose " Accept to lose control
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- 33. IM Social
Company : Singtel / Motorola
Campaign objective : Promote Motorola camera function
Date : Jan 2010
How they did it :
Paraded the ‘IM social’ frame around popular locations to
snap pictures of passerbys and upload on facebook
Users can tag themselves and win a yacht trip
Utilised twitter, facebook, photobucket and picasa
Results :
3,000 fan base
67 photo albums, over 5,000 photos uploaded
Why is it great :
Associated people with the ‘social’ image that
facebookers like to have
Multi-platforms ensure easier accessibility
Selected popular areas such as Orchard, Bu
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- 34. FedEx Customize Package campaign
Company : FedEx
Campaign objective : Leverage pre-existing microsite to FB
Date : Nov 2007
How they did it :
Discovered Facebook cannot send attachments
Let users package photos/videos/links etc in a
customizable FedEx package
Results :
100,000 installs in 72 hours
> 300,000 active users in 6 days
Uninstall rate was <10%
Why is it great :
Simple but useful application
Made use of what users need and what is missing in
Facebook
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- 35. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 36. Engage Consumers into a personalize
journey through multiple touch points
Using the new media to support the engagement
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- 37. Innovative 1 to 1 Multichannel
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- 38. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 39. Study case
How to increase the number of tourists in a dedicated country ?
Before After
Email / website 6 questions asked
Send a generic catalog 1 to 1 catalog
Expensive posting
Not up to date
Not relevant to my needs only
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- 40. Personalize the booklet
Customized picture cover
Destination’s name
Name of the tourist
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- 41. Flight path personalized
Customized picture cover
Destination’s name
Name of the tourist
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- 42. Table of content / name
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- 43. Personalize list of activities
Different list of To-Do list
and descriptions
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- 44. Dynamic list of hotels / date / price
Hotel bookings customized
according to period of stay,
place and costs
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- 45. Results :
+25% increase ROI, paper saved from
112 pages to 24 pages
hhttp://www.fujixerox-transpromo.com
Extra study case
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- 46. Let the consumer decides
Websites, SN, SEM are only tactics
Create a path for consumer
Engage a Dialog
Use each tool with its own strength
Measure
Learn and test
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