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Les marques et leurs evenements a l'ere du digital

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Les marques et leurs evenements a l'ere du digital

Conférence Labcom du 21 Mars 2013 sur les marques et leurs événements à l'ère du digital organisée par Anthony Babkine, Mounira Hamdi et Adrien Rosier.

Avec les interventions de qualité de :
- Eric Briones - Darkplanneur sur "Le cahier des tendances"
- Nathalie Badreau - Publicis Events sur "Les règles d'or de l'événement digital"
- Andy Kay - Innocent sur "Evenementiel et Digital, quand la marque Innocent rencontre sa communauté"
- David Rigot - TF1 sur "Comment TF1 rencontre ses publics à l'ère du digital"

Conférence Labcom du 21 Mars 2013 sur les marques et leurs événements à l'ère du digital organisée par Anthony Babkine, Mounira Hamdi et Adrien Rosier.

Avec les interventions de qualité de :
- Eric Briones - Darkplanneur sur "Le cahier des tendances"
- Nathalie Badreau - Publicis Events sur "Les règles d'or de l'événement digital"
- Andy Kay - Innocent sur "Evenementiel et Digital, quand la marque Innocent rencontre sa communauté"
- David Rigot - TF1 sur "Comment TF1 rencontre ses publics à l'ère du digital"

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Les marques et leurs evenements a l'ere du digital

  1. 1. Laboratoire d’idées et d’échange, LabCom est le lieu de rencontre des professionnels de la Communication et du Digital, autour de conférences aux thématiques innovantes, tendances et prospectives.
  2. 2. Les conférences LabCom sont organisées par : @MouniraHamdi @AnthonyBabkine @AdrienRosier Trois professionnels de la communication et du digital, fondateurs de deux blogs spécialisés. Les organisateurs des conférences
  3. 3. Partenaires
  4. 4. Les marques et leurs évènements à l'ère du digital
  5. 5. Eric Briones @darkplanneur Directeur planning stratégique, Publicis EtNous Darkplanneur www.darkplanneur.com Cahier tendanciel de l’événement digital
  6. 6. Nathalie Badreau @Nat_Bad Directrice du Digital chez Publicis Events Publicisevents.com Les règles d’or de l’évènement digital
  7. 7. Evènementiel et digital, quand la marque Innocent rencontre sa communauté Andy Kay @innocentdrinks Directeur Général Innocent www.innocent.fr
  8. 8. David Rigot Directeur communication adjoint TF1 Comment TF1 rencontre ses publics à l’ère du digital ?
  9. 9. igitalD Digitaliser son événement ou événementialiser sa campagne digitale ? La communication digitale est devenue une problématique majeure pour toutes les marques. Afin d’être visible, les marques doivent rivaliser de créativité et d’ingéniosité. Le chiffre: 48 millions d’internautes et 7.5% du trafic internet sur mobiles ou tablettes. Source : Comscore
  10. 10. édias sociaux et événementM Les médias sociaux sont considérés comme des outils marketing importants par les organisateurs d’évènements. La prise de parole de certaines marques arrivent à séduire une partie de leur public mais les médias sociaux leur permettent de la faire perdurer et d’amplifier sa diffusion. Source : Etude Amiando 2012
  11. 11. event & digital ?
  12. 12. Réunir les hommes Une rencontre physique ou virtuelle
  13. 13. Communiquer autrement des projets conçus « sur mesure »
  14. 14. Créer un espace de communication Une communication de proximité
  15. 15. Démarche volontaire du participant Une fidélisation du public
  16. 16. Faire vivre la marque Une communication animée, puissante et conviviale
  17. 17. ymbioseS Fédérer une communauté autour d’une marque, transmettre un message, convertir les participants en ambassadeurs actifs sont autant d’objectifs communs au online qu’au offline. event & digital
  18. 18. Eric Briones @darkplanneur Directeur planning stratégique, Publicis EtNous Darkplanneur www.darkplanneur.com Cahier tendanciel de l’événement digital
  19. 19. http://youtu.be/1w5tlc0_Qh0
  20. 20. http://youtu.be/84C8V5o2PGA
  21. 21. QuickTime™ et un décompresseur sont requis pour visionner cette image. http://youtu.be/uZLz_tj_dx0
  22. 22. http://youtu.be/9FjUWAA--Kk
  23. 23. http://youtu.be/Vx_LwDiXeJE
  24. 24. Nathalie Badreau @Nat_Bad Directrice du Digital chez Publicis Events Publicisevents.com Les règles d’or de l’évènement digital
  25. 25. • Event+ Digital = l’indissociable expérience
  26. 26. L’event, le moment fort, IRL naturellement digital
  27. 27. Conseil sur fond et forme Recherche du Waou effect Instant T/One shot Conseil sur fond et forme, Efficacité (ROI) Recherche d’expériences Immortalisation L’event, pivot d’une stratégie de communication globale
  28. 28. L’event doit faire du bruit, le digital est son mégaphone
  29. 29. Indispensable
  30. 30. L’event Rassemble les gens Le digital crée les connexions
  31. 31. Incontournable
  32. 32. L’event Doit innover sans cesse, Le digital est son terrain de jeu Pour créer un adhésion toujours plus forte à la marque
  33. 33. Kinect, 3d, 4D, touchscreen, hologramme interactif, réalité augmentée, lunettes 3d, mapping interactif, NFC, QR code, photocall on-line…. http://youtu.be/VZZk5qVmYqE
  34. 34. L’event Fait vivre l’instant, Le digital permet l’infini temps et espace, visibilité
  35. 35. Des tweets de couleurs pour J&B / http://youtu.be/9445ARGcCTw
  36. 36. L’event/le stunt pure brand content
  37. 37. TNT Push to add drama 40 m de vues 8 m de vues Tic Tac La Pire Haleine du Monde (flash mob arrangé)
  38. 38. L’event ou comment le digital S‘ancre dans le réel
  39. 39. http://youtu.be/yZMcwIEEwAg
  40. 40. L’indissociable évidence •(Evènement de marque digital) = ( temps infini + espace infini) X (Ambassadeurs)= notoriété de marque XXXl
  41. 41. Evènementiel et digital, quand la marque Innocent rencontre sa communauté Andy Kay @innocentdrinks Directeur Général Innocent www.innocent.fr
  42. 42. • innocent l’introduction • innocent offline • innocent online
  43. 43. Les débuts Trois anglais, une idée Make life a little bit better and a little bit easier
  44. 44. 66 Une histoire vraie
  45. 45. Notre gamme
  46. 46. 68 the philosophy Notre philosophie
  47. 47. Nos marchés
  48. 48. 0,2 1,4 4,0 6,0 76 38 1711,0 113 105 113 130 159 200 0 50 100 150 200 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 CA en £m Nos chiffres
  49. 49. 71 Plateforme de marque • les meilleurs fruits • les meilleures recettes • capacité d’innovation • 100% naturel • les bienfaits nutritionnels des fruits Bon Sain • un ton unique • le petit sourire • la communauté • agriculture durable • packaging écologique • empreinte carbone • redistribution CompliceEthique
  50. 50. Un mot sur la France
  51. 51. • innocent l’introduction • innocent offline • innocent online
  52. 52. Being social is in our blood
  53. 53. Village fete snap
  54. 54. Mets ton bonnet
  55. 55. Des gens sympas tricotent des bonnets Les bonnets sont mis sur les petites bouteilles Innocent reverse 20 cts pour chaque bouteille achetée avec un bonnet Les bouteilles sont vendues en magasin • L’opération se construit autour d’une grande chaine de solidarité Comment ça marche ?
  56. 56. Communication
  57. 57. Une opération qui grossit chaque année… 20122006 2008 2010 2011 262 355 bonnets 10 000 bonnets 210 356 bonnets 100 000 bonnets 35 000 bonnets
  58. 58. Et ca marche Evolution des ventes de petites bouteilles de smoothies 250 mL +48%+11% +25%+3%
  59. 59. TGV - Un événement original http://youtu.be/LCtSmNxamZ4
  60. 60. • innocent l’introduction • innocent offline • innocent online
  61. 61. 322k likes 70k followers 4.5k followers 2.6k followers - we have healthy number of fans across the big two and are also getting traction on newer platforms like instagram and pinterest - we’re particularly proud of our rate of organic growth across all of our platforms (during non-campaign periods) – people join us because they like what we do, not because we offer them something for free - we also have a newsletter that goes out to 116k people every week
  62. 62. Brilliant basics Authentic, personal conversations
  63. 63. Brilliant basics Track performance, learn, optimise - Scary spreadsheet but shows that we think about every post - we track the amount of likes/comments/shares that every FB single post generates – allowing us to determine what works best in driving engagement and optimising our content accordingly
  64. 64. Campaigns Sustainability & ethics Health/food expertise Our consumers Life at Fruit Towers Random Ensuring the right mix of content Content strategy Branded random
  65. 65. Content strategy Curate and create
  66. 66. Engage our advocates Surprise & delight
  67. 67. Engage our advocates Involving our fans Ins “For rescue: Insert note. Throw in sea.” (Tony)
  68. 68. Tweet for A Seat
  69. 69. Tweet for A Seat Total no. of # tweets: 4,412 Total reach on Twitter: 5,024,884 Spend: £2.5k
  70. 70. 5 key things we’ve learned
  71. 71. 1. Be human 5 things we’ve learned
  72. 72. Same tone of voice in our one on one interactions as we use on packaging. One that is natural, honest and engaging Get back to people as quickly as possible, invest time in personalising each response and injecting creativity into every interaction Every time anyone gets in touch with us – whether through social media, or more traditional contact channels (phone, email, letter) we see it as a chance to impress that person with the quality of our response and turn them into a brand advocate (see envelope doodles rio does for every letter she sends to a consumer – blows people away)
  73. 73. 2. Don’t bang on about yourself the whole time 5 things we’ve learned
  74. 74. -we’ve always shared random content on our packaging/blog/newsletter so that’s what we do on social media.
  75. 75. -And because it is in keeping with the way we’ve always communicated, it has credibility -And because we’re willing to talk about things unrelated to fruit, or innocent, our content is warmly received
  76. 76. 3. The philosophy of fooeey 5 things we’ve learned
  77. 77. fooeey (F.H.U.I.) Funny Heartwarming Useful Interesting A simple philosophy really – if what we’re going to post on social media isn’t either funny, heartwarming, useful or interesting (or 2 or more of these things) then we won’t post it. Your success on social media relies on constant engagement from your fans – we’ve found fooeey gives us great engagement levels and hopefully you’ll have seen this coming through in all of the content I’ve shared so far
  78. 78. 4. Listen, learn, change 5 things we’ve learned
  79. 79. Always invited people to get in touch on our packaging
  80. 80. 3rd best-selling recipe
  81. 81. 3,7 4,2 4,4 4 4,1 3,8 2,6 0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5 Thai Sweet Chilli Piri Piri Thai Coconut Masala Daal Mexican Bombay
  82. 82. - We might use their feedback to make product changing decisions e.g. veg pot recipe amends made directly in line with feedback from rate and review, bertha, twitter and facebook feedback. - Few things consumers like more than being able to actively shape their experience of your brand, but it’s not all about product changing stuff – showing you’re listening can be much smaller, and day to day
  83. 83. 5. Don’t be afraid to try new things 5 things we’ve learned
  84. 84. If you ever look at our FB page or twitter feed, what is most striking is that you couldn’t guess what we’ll post next. We don’t share any old crap, but we do try to create and curate a wide variety of stuff that we think is worth sharing. So you might see a mother’s day message one day
  85. 85. 1. Be human 2. Don’t bang on about yourself the whole time 3. The philosophy of fooeey 4. Listen, learn, change 5. Don’t be afraid to try new things 5 things we’ve learned
  86. 86. Brand page % of interaction 5.4% 0.6% 0.2% 1.9% 0.2% % of total fans engaging* with our Facebook page, 2012 average YTD The result: highly engaged fans
  87. 87. 114 87% of respondents have bought a smoothie in the last 3 months (6x more than UK brand tracker) 75% have bought juice in the last 3 months (5x more than UK brand tracker) Question: When did you last buy innocent products? Base: June ‘12 – post to innocent Facebook & Twitter followers 3465 High purchase frequency amongst our fans
  88. 88. “In an ever-changing social landscape, Innocent maintains a flexible and creative approach underpinned by a clear understanding of the spirit of the brand, passion for the product, and a desire to engage with people on a one-to-one level.” Social Brands 100, 2012 Ranked No.1 for use of social media
  89. 89.  We started as a group of friends who wanted to go into business together  Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better.  This rather simplistic thought led to two very different ideas  Initially, equally excited about both.
  90. 90. Merci aux conférenciers, partenaires et participants, et rendez-vous le 6 juin pour la prochaine ! Les organisateurs du LabCom Mounira, Anthony et Adrien

Notes de l'éditeur

  • Plate- forme tout-en-un ( site évènementiel, payement en ligne billetterie, QRcode, FacebookConnect, agenda synchronisé, outils promotionnels, gestion de projet, CRM, monitoring), Communautés identifiées ou ouvertes App pour une expérience Mobile et networking de l’event
  • Le tout virtuel ne prend pas.
  • Virallisation, puisque c’est ce qui transcende l’event
  • We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
  • We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
  • As you know, a lot of things have happened in France and not only because we have a new president. Two colours for the first semester : Orange & green, the first for our first steps in the marvellous world of chilled juice and the second for our scorecard of course !
  • We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
  • Heritage of talking to people. Used packaging to have a conversation
  • Pretty unusual to have packaging talk to you 10 years ago
  • Got out there and met people face to face through events
  • Invited people to write in, or even visit us. So for us the idea of existing and building relationships with people through social media was a no brainer – it was simply a natural extension of what we’d always done
  • We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
  • - we have healthy number of fans across the big two and are also getting traction on newer platforms like instagram and pinterest we’re particularly proud of our rate of organic growth across all of our platforms (during non-campaign periods) – people join us because they like what we do, not because we offer them something for free we also have a newsletter that goes out to 116k people every week
  • Authentic personal conversations- engaging with people on a 1:1 basis, willingness to have a conversation vs broadcast messages) Tone – honest, natural, engaging; an extension of our established brand personality Always on – responding to people in a timely fashion (especially on Twitter) – weekends and evenings Reporting and monitoring – we track the amount of likes. comments, shares that every Note – we can respond to up to a thousand tweets in a month, so sustaining this personalised approach is no mean feat.
  • - Scary spreadsheet but shows that we think about every post - we track the amount of likes/comments/shares that every FB single post generates – allowing us to determine what works best in driving engagement and optimising our content accordingly
  • while we focus on engagement we still want to ensure that we deliver the right mix of content all of our content needs to fall into one of these key content buckets - the challenge for us is to deliver high levels of content while still communicating our key brand messages in line with our content buckets
  • As well as curating our favourite stuff that’s out there (the ‘best of the web’) and sharing with our fans, we make the most of our in-house creative to produce bespoke content for our social platforms designed to deliver high levels of engagement. Fish made from discarded bottles, with a link to the sustainability pages on our site sits in the ‘sustainability and ethics’ content bucket Royal name generator (celebration of the Queen’s Jubilee) sits in the ‘branded random’ content bucket
  • Proactively engage our advocates to spread the love Surprise and delight our biggest fans - we sent a pair of socks, a free drink coupon at Christmas to our loyal fans and made them very happy
  • Involve our fans in actively shaping their experience of the brand – we asked them to submit their suggestions for what we put on the bottom of our bottles and chose 4 winners
  • Happy winners shared their Olympic experiences
  • Huge amount of reach for close to no spend Note – this is potential reach on Twitter (people who tweeted the hashtag x their followers)
  • Same tone of voice in our one on one interactions as we use on packaging. One that is natural, honest and engaging Get back to people as quickly as possible, invest time in personalising each response and injecting creativity into every interaction Every time anyone gets in touch with us – whether through social media, or more traditional contact channels (phone, email, letter) we see it as a chance to impress that person with the quality of our response and turn them into a brand advocate (see envelope doodles rio does for every letter she sends to a consumer – blows people away)
  • - remember that we’re in their space/feed - people are on facebook to talk to friends and share interesting content - don't bang them over the head with a barrage of marketing messages
  • we’ve always shared random content on our packaging/blog/newsletter so that’s what we do on social media.
  • And because it is in keeping with the way we’ve always communicated, it has credibility And because we’re willing to talk about things unrelated to fruit, or innocent, our content is warmly received
  • A simple philosophy really – if what we’re going to post on social media isn’t either funny, heartwarming, useful or interesting (or 2 or more of these things) then we won’t post it. Your success on social media relies on constant engagement from your fans – we’ve found fooeey gives us great engagement levels and hopefully you’ll have seen this coming through in all of the content I’ve shared so far
  • Always invited people to get in touch on our packaging
  • We’ve always tried to make decisions based on consumer feedback – banana free Social media gives us yet more channels to gain feedback through
  • We might use their feedback to make product changing decisions e.g. veg pot recipe amends made directly in line with feedback from rate and review, bertha, twitter and facebook feedback
  • - We might use their feedback to make product changing decisions e.g. veg pot recipe amends made directly in line with feedback from rate and review, bertha, twitter and facebook feedback. - Few things consumers like more than being able to actively shape their experience of your brand, but it’s not all about product changing stuff – showing you’re listening can be much smaller, and day to day
  • If you ever look at our FB page or twitter feed, what is most striking is that you couldn’t guess what we’ll post next. We don’t share any old crap, but we do try to create and curate a wide variety of stuff that we think is worth sharing. So you might see a mother’s day message one day
  • Or our take on the current hysteria around 50 shades of grey
  • Our content strategy is ensuring we deliver high levels of engagement with our fans this shows the % of Facebook fans engaging with our brand, easily topping other leading FMCG brands in the social space Engagement = liking, commenting or sharing our wall posts ie. the most valuable engagement as it creates stories about us in newsfeeds of their friends
  • And our ‘engaged fans’ are buying our products We asked our Facebook and Twitter fans to answer a few questions. 3500 people responded and the results showed that as well as interacting with our content, our engaged fans are buying our products. NOTE – as people who are more engaged with our brand on Facebook are most likely to see this post (and click on it), the most accurate description of this would be ‘high purchase frequency amongst our engaged fans’
  • And this is reflected in the fact that we are ranked no.1 for our use of social media: in the 2012 Social Brands 100 Note - we were 7th in 2011 – one of only 3 brands to stay in the top 10 in 2012
  • And us featuring in lots of presentations as a shining example of how to do social media well – coming to a social media conference near you
  • We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.

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