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Word of Mouth Marketing Conference

                                          >

         By Emmanuel Vivier, CEO of VanksenGroup
         evivier@vanksen.com | http://www.culture-buzz.com | http://www.buzzparadise.com | +33.6.159.283.18




                        Viral, Buzz & Influential Marketing
                                      How to adopt Marketing 2.0




   Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com   Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Who are we?
                                     Consulting Agency
                              for viral, blog, buzz marketing
                                  & 360° Communication




Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
360° communication & buzz marketing agency

Vanksen/Culture-Buzz | Buzz Agency                        BuzzParadise | Buzz Platform & PR 2.0                                LegitiName | Buzz Monitoring




  We collaborates with brands such as                          BuzzParadise® is an international                         LegitiName manage and protect brands
  Warner Bros, Ubisoft, 20th Century Fox,                      platform connecting brands and our                        online.
  Canal Plus, Sony,Nokia,… to conceive &                       community of 6000 influential bloggers                    We help major organizations to protect,
  deploy actions and viral applications online                 in 20 countries.                                          manage, promote and monitor their
  and offline. We operates on a international                                                                            brand name & reputation online,
  level.                                                       We help brands to generate word of                        resulting in revenue increase and long-
  With more than 1900 published articles,                      mouth by engaging with online opinion                     term brand awareness.
  165,000 viewed pages/months, Culture-                        leaders, by inviting them to VIP event
  buzz.com’s blog has become the biggest                       or seeding them with products.
  French portal dedicated to WOM, weekly
  analyzing blog, buzz and viral marketing
  and alternative trends such as guerrilla and
  street marketing.




  Website | http://www.culture-buzz.com                        Website | http://www.BuzzParadise.com                     Website | http://www.legitiname.com


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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
A Global Presence
 A multicultural team of communication experts




                                    France                       UK (opening soon)           Luxembourg (HQ)             Germany

                                    LGTF SARL                   Vanksen Group UK              Centre Hermès              LGTD Gmbh
                                    1bis cité paradis          1 Northumberland Av.          7 ZA du Bourmicht           Stresemannstr. 29
                                    75010 Paris                     London UK                L-8070 Bertrange            22769 Hamburg




        USA
                                                                                                                                                     Hong Kong
            LGTU Corp
        515 West 20 Street,                                                                                                                          Flat D10
            Suite #5E                                                                                                                                101 Repulse Bay
                                                                                                                                                     Road
      New York, NY 10011
                                                                                                                                                     Hong Kong




                                                  Spain                      Switzerland                 Italy                       Middle East

                                                                             LGTS SA                                                 Partnership
                                                  Opening soon                                           Luca Conti
                                                                             273 Rte St Julien                                       w/ Catch Interactive
                                                  in Madrid                                              +39 3281245550
                                                                             1258 Geneva                                             Dubaï




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
References
  Some of the clients who trusted us




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Traditional
                                            Advertising
                                           is challenged

Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Too much Advertising = Saturation = Urban Spam
  An era of constant invasion & interruption.




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Too many channels = Fragmentation
  The number of information and entertainment channels keeps skyrocketing




        TV, cable, cinema, internet, DVD, VOD, i-mode,
        videocast, videogames console, mobile, radio,…
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Too much choice




                                                 Death by
                                                Over Choice



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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Traditional advertizing put into question
  Advertising = A loss of Credibility…




                                                                                              of consumers don’t believe
                                                                                              that companies tell the
                                                                                              truth in advertisements
                                                                                                                               Yankelowich



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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Consumers are starting to ignore advertising…
  Consumers are skipping ads with digital VCR like Tivo                                                                        » USA



                                                                          Des consommateurs seraient
                                             69%                   intéressés par un produit permettant
                                                                      d’éviter ou de bloquer la publicité




                                                                                                                                        Source : Yankelovitch 2005, Marketing Receptivity study
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Or to fight back…
  And some are events becoming activists against advertising                                                                   » France




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Traditional advertisingEfficiency
  Advertising = Loss of put into question


                                                Advertising: Rising costs &
                                                   Sinking Efficiency

                                 TV ads in the last 10 years                                    37 % of all spending on TV ads
                                     +40 % rise in expenses                                     is completely useless**
                                         -50 % audience*




                                                                                                                                      Source: McKinsey: Continuing Declin ein TV Selling Power
                                      Explosion of the number of media & saturation =
                              explosion of costs in order to be visible & a race for the audience

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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The
                              consumers 2.0
                                   era

Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Le Consommateur a changé
  They are not an audience anymore




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
What is a Brand?




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
What is a Brand?


                      BRAND = COLLECTIVELY, WHAT
                      PEOPLE SAY, FEEL & THINK
                      ABOUT YOUR PRODUCT,
                      SERVICE OR COMPANY.




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Their opinion have a changé
  Social media matters
  Le Consommateur credibility
  The impact of blogs, word of mouth and social media                                                                          » USA




                                                                                                   Amazon customers
                                                                                                   reviews are key in
                                                                                                   purchase decisions




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Consumers base their opinion on those of others = WOM
 The impact of blogs, word of mouth and social media                                                                                      » USA


                                                                         Of consumers trust people like
                                                                         Of consumers trust people like
                                              68%                            themselves (23 % in 2003).
                                                                             themselves (23 % in 2003).



      Recommendations from friends/family




                                                                                                                                                   Forrester Research and Intelliseek Base: European online consumers “Forrester study”
               Consumer opinions posted online
                               Requested email updates
                                            Ads in newspapers
                                                              Ads on TV
                                                         Ads on radio
                                               Ads in magazines
                                            Branded Web sites
                                             Search engine ads
                                                 Web banner ads
                                      Ads on mobile phones
                                                                                     0%         20%          40%         60%   80% 100%
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The new consumers of Social Networking
  Ubersocial | The raise
  MySpace




                   There are over 110 million
                    active users of MySpace
                      (as of January 2008




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The new consumers of Social Networking
  Ubersocial | The raise
  MySpace




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Welcome to a Web2.0 world




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Welcome to a Web2.0 world



               Where Consumer is a media
      Consumer Generated Media                                                           Blogs                                     Moblogs



                    100 millions videos                                More than 10 millions skyblogs
                        viewed/day                                     & 150 millions blogs worldwide

                         My Tv                                                             My Magazine                              My Reportage



                               Vidéocasts & Podcasts                                                 Syndication RSS



                   My radio/
                    show                                                                                                       My AFP



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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Theirmedia & users opinions = high visibility in search engines
  Social opinion matters
  Le Consommateur a changé
  The impact of blogs, word of mouth and social media



                                                        Web visibility in search engines
                  Visibility


                                                                                                                                        Surface




                                Traditional
                                Marketing &                                                                                    WOM = 12 % growth
                                Communication
                                                                    Podcasts          Media online          Social media
                                                              Corporate blogs        Expert forums          Newsgroup,
                                                              Corporate sites                               Blogs & forums
                                                                                                            Slandering sites




                                             Content Company                           Content                       Consumer Generated
                                                                                        Media                              Media


                  Control                                                                                                         Lack of control


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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Their opinion matters
  Le Consommateur a changé
  Social media & users opinions = high visibility in search engines
  The impact of blogs, word of mouth and social media



                                                        Web visibility in search engines
                  Visibility


                                                                                                                                        Surface


                                         Creativity                                                             Engagement
                                Traditional
                                Marketing &                                                                                    WOM = 12 % growth
                                Communication
                                                                    Podcasts          Media online          Social media
                                                              Corporate blogs        Expert forums          Newsgroup,
                                                              Corporate sites                               Blogs & forums
                                                                                                            Slandering sites




                                             Content Company                           Content                       Consumer Generated
                                                                                        Media                              Media


                  Control                                                                                                         Lack of control


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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Their media & users opinions = NOT A CHOICE anymore
  Transparency matters
  Social opinion Tyranny…
  Le Consommateur a changé
  Consumers are already talking about you



         Comcast: an webuser published the video of a technician fallen
         asleep at his place




                                                                               diffusion




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Transparency matters
  Le Marketing du Bouche à Oreille : Un your offer
  Social media & users opinions = remixing passage obligé
  Their opinion Tyranny…
     Consommateur a changé
  Power to the people




          Locking &
          Controling
           people is
             over




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
8 Best Practices
                   in WOM Marketing


Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
#1. Create SO GREAT products
                that they are worth to talk about




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Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Creating amazing products
  Create a “Purple Cow” (Seth Godin)




                Seth Godin




               “Something remarkable is worth talking about. Worth
               noticing. Exceptional. New. Interesting. It’s a Purple
               Cow. Boring stuff is invisible. It’s a brown cow. …

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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The product is the marketing > Apple Iphone
  Create a “Purple Cow” (Seth Godin)



                                                              iPod Unit Sales




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The product is the marketing > Apple Iphone
  Create a “Purple Cow” (Seth Godin)




                       2008 Sales Objective = 10M iphones




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The product is the marketing
  Create a “Purple Cow” (Seth Godin)




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
The product is the marketing
  The World, Dubai | http://www.theworld.ae




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#2. If your product, company,…
                              is not cool…
                 offer great attractive content with it




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Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Attach added value content to your brand
  Bonux Washing powder | http://www.tulaseuou.com




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Attach added value content to your brand
  Bonux Washing powder | http://www.tulaseuou.com                                                                              » France




              1000 songs from Universal Music France
                      available for download
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Attach added value content to your brand
  Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Attach added value content to your brand
  Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm

                    In Itunes : http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=117887100




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Attach added value content to your brand
  Become a content company


         Tell don’t sell                                                                        Ex : http://www.Culture-Buzz.com
         Offer added value content,
         advice,…
         Give your opinion
         Converse vs proclaim
         Think multimedia (podcast,
         mobloging)
         Involve employees

  Michel-edouard-leclerc.com                  USA : GM & FastLane




                                                                                            - 165.000 Viewed pages/months
                                                                                            - 1 to 3 leads/day


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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Attach added value content to your brand
  Sony Walkman | DontWalkAlone.com                                                                                             » France




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Attach added value content to your brand
  ArcelorMittal.tv


    Blog & Videocasts “arcelormittal.tv”
                                                                                               Problem:
                                                                                                 –     Create buzz, internally (330,000
                                                                                                       employees) and externally
                                                                                                 –     Create a new corporate culture

                                                                                               Results:
                                                                                                 –     More than 100,00 viewed pages in a
                                                                                                       few weeks
                                                                                                 –     The CEO answers one question per
                                                                                                       month.

                                                                                               Learned:
                                                                                                 –     Create really attractive contents
                                                                                                       (videos shot worldwide);
                                                                                                 –     Don’t control too much, but incite
                                                                                                       participation (comments…).



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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#3. Don’t sponsor
                             the entertainment…
                          Become THE entertainement



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Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
CONTENT IS THE NEW CURRENCY
  Content is the new currency
  Jeff Hicks » CEO of Crispin Porter + Bogusky                                                                                     » USA




                                                                                                                                            Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/
                                                                      “      The agency’s job is to
                                                                             create] content so
                                                                             valuable and useful
                                                                             that [consumers]
                                                                             wouldn't want to
                                                                             live without it.                                  ”

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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Branded Content | Money in the content, not the media purchase
  BMW | http://www.bmwfilms.com                                                                                                » USA




                                             More than 100M Views!
  40% of its advertising budget saved for equal sales




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Advertainment = Storytelling + Interactivity + Fun
  Coke Zero » http://www.cokezero.de                                                                                           » Germany




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Advertainment = Storytelling + Interactivity + Fun
  Coke Zero » http://www.cokezero.de                                                                                           » Germany




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Product Placement
  Instead of sponsoring videogames…
  The Sims 2 H&M Fashion Stuff | http://thesims2.ea.com/about/sp5_index.php




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Advertainment = Advertising + Entertainment
  Burger King launches 3 video games                                                                                           » USA




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Advertainment = Advertising + Entertainment
  Burger King launches 3 video games                                                                                                       » USA



                    Just $3.99 with
                    the purchase of
                     any BK value
                       meal from
                      Burger King.




            Many
           millions                                                                                                             40%
                                                                                                                                 increase
          of hours of                                                                                                          in profit for
                                                                                                                                the quarter
                brand
               exposure

                                                                              3.2m
                                                                               games
                                                                                sold
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#4. Or let consumers to participate
                                      in creating your marketing

                                              User Generated Media
                                                & Crowdsourcing


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Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
UGC > Engage your customers!
  Impact = Engagement



                                                     Dale’s Cone of Experience




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UGC > Video & photos sharing platforms are soaring
  YouTube, Dailymotion, Wat.tv, Flickr,…                                                                                       » World


                 YouTube = 3billion viewed videos/month in the USA




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UGC in the Media
  Skyrock radio > Blog platform | http://www.skyrock.com/blog/                                                                             » France

             Skyrock blogs revenues = radio revenues




                                                                                                          http://aggie102790.skyrock.com
                                                                                                          http://aggie102790.skyrock.com




                                                                                   Skyblogs = >10 M active blogs*
                                                                                    Skyblogs = >10 M active blogs*
                                                                                   •• 27% of the french blogs**, 29th site in the world (by VP)
                                                                                      27% of the french blogs**, 29th site in the world (by VP)
                                                                                   •• 2.85 billion page views & 304 millions visits a month***
                                                                                      2.85 billion page views & 304 millions visits a month***
                                                                                   •• 3,6 millions comments/day
                                                                                      3,6 millions comments/day
                                                                                   •• $6.4 million in advertising revenues in 2005
                                                                                      $6.4 million in advertising revenues in 2005
                                                                                   •• 20% to 25% profit margin
                                                                                      20% to 25% profit margin
                                                                                   •• = radio revenues in 2008 (20% in 2005)
                                                                                      = radio revenues in 2008 (20% in 2005)
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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UGC > Content Seeding & UGC video competitions
                                                                                                                               » World


                                                      Seeding / Sponsoring
                                             –     Youtube.com, Dailymotion,….

                                     Borat                                                          Renault F1




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UGC > Content Seeding & UGC video competitions
                                                                                                                                   » World




  Wat.tv/wasthappening                                                             Nike                                        Gmail




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Frito > CocreationDoritos Super Bowl ads
  UGC Lay asks for & Crowdsourcing
  Sony & Current TV | http://current.com/                                                                                      » USA




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UGC > Cocreation & Crowdsourcing
  Dell | Ideastorm.com                                                                                                         » USA




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UGC > What degree of freedom?
  GM Chevy                                                                                                                     » USA




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Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#5. Provide a service
                                             to the community




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Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
UTILITY a service > Nike + Ipod Application
  Provide
  Nike + Ipod | http://www.apple.com/ipod/nike                                                                                 » World




                                                                                                                                     61
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UTILITY a service > Nike + Ipod Application
  Provide
  Nike + Ipod | http://www.apple.com/ipod/nike                                                                                 » World




                                                                                                                                     62
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UTILITY a service > Create your tailored product
  Provide
  Domino Pizza > Pizza Builder                                                                                                 » USA




                                                                                                                                   63
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
UTILITY a service > Create your tailored product
  Provide
  Domino Pizza > Pizza Builder                                                                                                 » USA




                                                                                                                                   64
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Provide a service > Power schools for free with… advertising
  NedBank | http://www.nedbank.co.za/website/content/pr/index.asp?article=current&prID=978                                     » South Africa




                                                                                                                                            65
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#6. Viral Marketing
                                           Make it easy for people
                                          to forward your message




                                                                                                                                                                              6
                                                                                                                                                                          tic#
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Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com                                                            » France + Spain + Germany




                                                                                                                                                    67
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com                                                            » France + Spain + Germany




    Initial spreading via 50 influential bloggers | www.buzzparadise.com



                                                                                                                                                    68
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com                                                            » France + Spain + Germany




     A very important feedback in blogs | posts & viral banners


                                                                                                                                                    69
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Viral personalized advergame
  Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com                                                            » France + Spain + Germany



          Initial spreading
          via 50 influential
          bloggers                                                                                                         550,000 visits in 3 months



   Results
      French module adopted by Germany and Spain
      because of the campaign’s success
      550,000 viewed pages in 3 months (WOM only,
      no purchase of space)                                                                         Still audience 8 months afterwards
      Nearly 400 pages viewed/day on the French
      version after 9 months!




                                                                                                                                                    70
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Fake Music Group & Video Clip
  Gaia > Pigs in Pain > http://www.pigsinpain.be                                                                               » Belgium




                                                                                                                                      71
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Fake Music Group & Video Clip
  Gaia > Pigs in Pain > http://www.pigsinpain.be                                                                               » Belgium




                                                                                                                                      72
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Be Provocative to be cool
  ZooYork | http://zooyork.com/roaches                                                                                         » World




                                                                                                                                    73
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Viral Video
  Dove Evolution                                                                                                               » World




                                                                                                                                    74
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Is it true or not?
  Nike Kobe Jump | http://www.youtube.com/watch?v=bKZQ8qq4lYA                                                                  » World




                                                                                                                                    75
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Sex always sell… at least for guys
  Lynx AirJet | http://www.youtube.com/watch?v=0QmcHdzwwiQ                                                                     » Australia & world




                                                                                                                                                76
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Personalized Viral Video
  Tribune de Genève Newspaper | http://www.tdg.ch/reportage/                                                                   » Switzerland




                                                                                                                                          77
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Personalized Viral Video
  Tribune de Genève Newspaper | http://www.tdg.ch/reportage/                                                                   » Switzerland




                        More than 3.200.000 viewed videos
                                                                                                                                          78
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Personalized Viral Video + mobile callback
    Opel Astra, launch of the new Twin Top Opel Cabrio | Prepare Your Hair                                                     » Belgium




Figures                                                                              - 80.000 e-mails sent at start

–   16.000 contacts have registered                                                 - 80 % have forwarded to 4 people or +
–   450.000 generated calls!




                                                                                                                                      79
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Desktop Widget
  Digital sticker                                                                                                              » USA




                                                                                                                                   80
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Viral Marketing > Widget
  DaftPunk latest music album                                                                                                  » France + World




                                                                  bllog
                                                                  b og                            bo o k
                                                                                                    ook
                                                                                             Face b
                                                                                             F ace




                                                                                      Email
                                                                                      Email




                                                              Ne
                                                              Net
                                                                 tviib
                                                                  v be
                                                                       es
                                                                        s


          http://www.blogmesite.com/i
              ndex.php?bms_id=2


                                                                                                                                              81
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#7. Buzz Marketing
                                             Surprise your audience
                                              to grab its attention




                                                                                                                                                                              7
                                                                                                                                                                          tic#
                                                                                                                                                                    T   ac
Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Buzz Marketing > Guerilla Marketing
  Surprise your audience

        Guerilla marketing / Virgin Brides                                                    Guerilla marketing / 3M (Canada)
        - Richard Branson, Virgin CEO came dressed as a                                       - B2B buzz for innovative security glass
        bride at the press conference




                                                                                                                                         83
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Buzz Marketing > Guerilla Marketing
  Ikea                                                                                                                                » USA & Germany

                                                                                                                          - Reshaping 600 places in NYC




                                                                                                                               Similar action on the German
                                                                                                                                        underground




                                                                                                                                                          84
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Buzz Marketing > Ambiant Media
  Canderel | Bagvertising                                                                                                      » Libanon




                                                                                                                                       85
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Buzz Marketing > Interactive Shopping Window
  Minority Report Movie | http://www.youtube.com/watch?v=9zO6XODPO9E




                                                                                                                               86
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Buzz Marketing > Interactive Shopping Window
  CHANEL COCO – Mademoiselle Perfume                                                                                » Tokyo, HK, NY, London, Paris




                                                                                                            For the relaunch of
                                                                                                            CHANEL’s perfume




                  Interactivity is
                      back in
                   Point of Sales
                                                                                                                                                 87
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Buzz Marketing > Hologram Shopping Window
  C&A | http://www.seite1girl.de                                                                                               » Germany




                                                                                                                                       88
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Buzz Marketing > Hologram Shopping Window
  C&A | http://www.seite1girl.de                                                                                               » Germany




                                                                                                                                       89
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Engagement > Interactive Billboards
  BBC | “See both sides of the story”                                                                                          » USA (NY)




                                                                                                                                        90
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Engagement > Interactive Billboards
  BBC | “See both sides of the story”                                                                                          » USA (NY)




                                                                                                                                        91
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#8. Digital Influence
                               Engage with opinion leaders…




                                                                                                                                                                              8
                                                                                                                                                                          tic#
                                                                                                                                                                    T   ac
Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
          Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  Blogosphere : a very fragmentized world

   A minority of blogs generates the majority of the audience




                                                                                                                                    (source, Comscore)
                                                                                                                               93
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  Who are the influentials?




  –     5th most influencial blog worldwide by Technorati
  –     one of TIME's 100 most influential people

  –     43 employee                                                                 - 15 millions unique visitors in 2007

                                                                                                                               94
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  How to identify the influentials?




                                                                                                       http://www.wikio.com/blogs/top




                            Technorati.com




                                                                                                                                        95
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
#3.1.9|Marketing d’Influence opinion leaders
  Influential Marketing > Bloggers &
  How to identify the influentials?



                  USA : BzzAgent                                                                     BuzzParadise platform




                  Tremor (Procter & Gamble
                  USA) > Teens

                                                                                                                   http://www.buzzparadise.com
                                                                                                                     12 countries / 6 langages




                                                                                                                                                 96
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Turn opinion leaders into brand ambassadors.
  #3.1.9|Marketing>d’Influence into brand ambassadors
  Influential Marketing Turn Bloggers
  Nokia 7710                                                                                                                              » France
                                                                                                                                  Media

                                                                          E-influentials & bloggers


      Nokia 7710 buzz campaign                                      i ng
                                                                      ng                                                     s
                                                                                                                         Pres s
                                                               Seed i
                                                               S eed                                                     Pres




                                                              Seeding
                                                              Seeding                                                    Press
                                                                                                                         Press




                                                                Se
                                                                See                                                      Pr
                                                                                                                         Pre
                                                                   edi
                                                                    din                                                     ess
                                                                       ng                                                    ss
                                                                        g




                                                                                                                                             97
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Turn opinion leaders into brand ambassadors.
  #3.1.9|Marketing>d’Influence into brand ambassadors
  Influential Marketing Turn Bloggers
  Nokia 7710                                                                                                                   » France




                                                                                                                                  98
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Conclusion



Contact & Copyright | Vanksen|Culture-Buzz & 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com
            Contact: Emmanuel Vivier | +33 6 159 283 Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
Conclusion > The world is now a conversation ecosystem
  Get ready to discuss




                                                                                                                               100
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Conclusion > Towards a 360° Marketing Approach


              Traditional
            communication                                                                                 Communication 2.0

                              Brand
                              Brand




                             Agency
                             Agency




                              Media
                              Media




                            Audience
                            Audience




                                                                                                                               Communication 1.0
                                                                                                                               Communication 2.0




                                                                                                                                                   Source: Spheeris
                                                                                                                                             101
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Conclusion > You can not control WOM … only influence it.




                                                                                                                               102
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Conclusion > More info?
  Some readings…



                                                                                                      www.Culture-Buzz.com




                                                                                                          More than 2000 articles about buzz,
                                                                                                          Viral, blog and influential marketing



                                                                                                                                                  103
Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
Thank You



                          www.culture-buzz.com
                     Emmanuel Vivier
      evivier@vanksen.com | www.buzzparadise.com
              +33.6.159.283.18 | +33.1.47.70.86.03

                                    >
                                           Protection, e-marketing, monitoring                       Agence buzz & Communication                        Word of mouth community


Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com   Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

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WOM Conference : Viral, Buzz & Influential Marketing | by Vanksen|Culture-Buzz.com

  • 1. Word of Mouth Marketing Conference > By Emmanuel Vivier, CEO of VanksenGroup evivier@vanksen.com | http://www.culture-buzz.com | http://www.buzzparadise.com | +33.6.159.283.18 Viral, Buzz & Influential Marketing How to adopt Marketing 2.0 Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 2. Who are we? Consulting Agency for viral, blog, buzz marketing & 360° Communication Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 3. 360° communication & buzz marketing agency Vanksen/Culture-Buzz | Buzz Agency BuzzParadise | Buzz Platform & PR 2.0 LegitiName | Buzz Monitoring We collaborates with brands such as BuzzParadise® is an international LegitiName manage and protect brands Warner Bros, Ubisoft, 20th Century Fox, platform connecting brands and our online. Canal Plus, Sony,Nokia,… to conceive & community of 6000 influential bloggers We help major organizations to protect, deploy actions and viral applications online in 20 countries. manage, promote and monitor their and offline. We operates on a international brand name & reputation online, level. We help brands to generate word of resulting in revenue increase and long- With more than 1900 published articles, mouth by engaging with online opinion term brand awareness. 165,000 viewed pages/months, Culture- leaders, by inviting them to VIP event buzz.com’s blog has become the biggest or seeding them with products. French portal dedicated to WOM, weekly analyzing blog, buzz and viral marketing and alternative trends such as guerrilla and street marketing. Website | http://www.culture-buzz.com Website | http://www.BuzzParadise.com Website | http://www.legitiname.com 3 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 4. A Global Presence A multicultural team of communication experts France UK (opening soon) Luxembourg (HQ) Germany LGTF SARL Vanksen Group UK Centre Hermès LGTD Gmbh 1bis cité paradis 1 Northumberland Av. 7 ZA du Bourmicht Stresemannstr. 29 75010 Paris London UK L-8070 Bertrange 22769 Hamburg USA Hong Kong LGTU Corp 515 West 20 Street, Flat D10 Suite #5E 101 Repulse Bay Road New York, NY 10011 Hong Kong Spain Switzerland Italy Middle East LGTS SA Partnership Opening soon Luca Conti 273 Rte St Julien w/ Catch Interactive in Madrid +39 3281245550 1258 Geneva Dubaï 4 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 5. References Some of the clients who trusted us 5 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 6. Traditional Advertising is challenged Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 7. Too much Advertising = Saturation = Urban Spam An era of constant invasion & interruption. 7 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 8. Too many channels = Fragmentation The number of information and entertainment channels keeps skyrocketing TV, cable, cinema, internet, DVD, VOD, i-mode, videocast, videogames console, mobile, radio,… 8 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 9. Too much choice Death by Over Choice 9 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 10. Traditional advertizing put into question Advertising = A loss of Credibility… of consumers don’t believe that companies tell the truth in advertisements Yankelowich 10 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 11. Consumers are starting to ignore advertising… Consumers are skipping ads with digital VCR like Tivo » USA Des consommateurs seraient 69% intéressés par un produit permettant d’éviter ou de bloquer la publicité Source : Yankelovitch 2005, Marketing Receptivity study 11 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 12. Or to fight back… And some are events becoming activists against advertising » France 12 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 13. Traditional advertisingEfficiency Advertising = Loss of put into question Advertising: Rising costs & Sinking Efficiency TV ads in the last 10 years 37 % of all spending on TV ads +40 % rise in expenses is completely useless** -50 % audience* Source: McKinsey: Continuing Declin ein TV Selling Power Explosion of the number of media & saturation = explosion of costs in order to be visible & a race for the audience 13 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 14. The consumers 2.0 era Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 15. Le Consommateur a changé They are not an audience anymore 15 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 16. What is a Brand? 16 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 17. What is a Brand? BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. 17 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 18. Their opinion have a changé Social media matters Le Consommateur credibility The impact of blogs, word of mouth and social media » USA Amazon customers reviews are key in purchase decisions 18 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 19. Consumers base their opinion on those of others = WOM The impact of blogs, word of mouth and social media » USA Of consumers trust people like Of consumers trust people like 68% themselves (23 % in 2003). themselves (23 % in 2003). Recommendations from friends/family Forrester Research and Intelliseek Base: European online consumers “Forrester study” Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100% 19 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 20. The new consumers of Social Networking Ubersocial | The raise MySpace There are over 110 million active users of MySpace (as of January 2008 20 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 21. The new consumers of Social Networking Ubersocial | The raise MySpace 21 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 22. Welcome to a Web2.0 world 22 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 23. Welcome to a Web2.0 world Where Consumer is a media Consumer Generated Media Blogs Moblogs 100 millions videos More than 10 millions skyblogs viewed/day & 150 millions blogs worldwide My Tv My Magazine My Reportage Vidéocasts & Podcasts Syndication RSS My radio/ show My AFP 23 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 24. Theirmedia & users opinions = high visibility in search engines Social opinion matters Le Consommateur a changé The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 24 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 25. Their opinion matters Le Consommateur a changé Social media & users opinions = high visibility in search engines The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Creativity Engagement Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 25 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 26. Their media & users opinions = NOT A CHOICE anymore Transparency matters Social opinion Tyranny… Le Consommateur a changé Consumers are already talking about you Comcast: an webuser published the video of a technician fallen asleep at his place diffusion 26 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 27. Transparency matters Le Marketing du Bouche à Oreille : Un your offer Social media & users opinions = remixing passage obligé Their opinion Tyranny… Consommateur a changé Power to the people Locking & Controling people is over 27 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 28. 8 Best Practices in WOM Marketing Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 29. #1. Create SO GREAT products that they are worth to talk about 1 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 30. Creating amazing products Create a “Purple Cow” (Seth Godin) Seth Godin “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … 30 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 31. The product is the marketing > Apple Iphone Create a “Purple Cow” (Seth Godin) iPod Unit Sales 31 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 32. The product is the marketing > Apple Iphone Create a “Purple Cow” (Seth Godin) 2008 Sales Objective = 10M iphones 32 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 33. The product is the marketing Create a “Purple Cow” (Seth Godin) 33 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 34. The product is the marketing The World, Dubai | http://www.theworld.ae 34 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 35. #2. If your product, company,… is not cool… offer great attractive content with it 2 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 36. Attach added value content to your brand Bonux Washing powder | http://www.tulaseuou.com 36 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 37. Attach added value content to your brand Bonux Washing powder | http://www.tulaseuou.com » France 1000 songs from Universal Music France available for download 37 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 38. Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm 38 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 39. Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm In Itunes : http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=117887100 39 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 40. Attach added value content to your brand Become a content company Tell don’t sell Ex : http://www.Culture-Buzz.com Offer added value content, advice,… Give your opinion Converse vs proclaim Think multimedia (podcast, mobloging) Involve employees Michel-edouard-leclerc.com USA : GM & FastLane - 165.000 Viewed pages/months - 1 to 3 leads/day 40 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 41. Attach added value content to your brand Sony Walkman | DontWalkAlone.com » France 41 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 42. Attach added value content to your brand ArcelorMittal.tv Blog & Videocasts “arcelormittal.tv” Problem: – Create buzz, internally (330,000 employees) and externally – Create a new corporate culture Results: – More than 100,00 viewed pages in a few weeks – The CEO answers one question per month. Learned: – Create really attractive contents (videos shot worldwide); – Don’t control too much, but incite participation (comments…). 42 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 43. #3. Don’t sponsor the entertainment… Become THE entertainement 3 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 44. CONTENT IS THE NEW CURRENCY Content is the new currency Jeff Hicks » CEO of Crispin Porter + Bogusky » USA Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ “ The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it. ” 44 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 45. Branded Content | Money in the content, not the media purchase BMW | http://www.bmwfilms.com » USA More than 100M Views! 40% of its advertising budget saved for equal sales 45 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 46. Advertainment = Storytelling + Interactivity + Fun Coke Zero » http://www.cokezero.de » Germany 46 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 47. Advertainment = Storytelling + Interactivity + Fun Coke Zero » http://www.cokezero.de » Germany 47 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 48. Product Placement Instead of sponsoring videogames… The Sims 2 H&M Fashion Stuff | http://thesims2.ea.com/about/sp5_index.php 48 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 49. Advertainment = Advertising + Entertainment Burger King launches 3 video games » USA 49 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 50. Advertainment = Advertising + Entertainment Burger King launches 3 video games » USA Just $3.99 with the purchase of any BK value meal from Burger King. Many millions 40% increase of hours of in profit for the quarter brand exposure 3.2m games sold 50 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 51. #4. Or let consumers to participate in creating your marketing User Generated Media & Crowdsourcing 4 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 52. UGC > Engage your customers! Impact = Engagement Dale’s Cone of Experience 52 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 53. UGC > Video & photos sharing platforms are soaring YouTube, Dailymotion, Wat.tv, Flickr,… » World YouTube = 3billion viewed videos/month in the USA 53 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 54. UGC in the Media Skyrock radio > Blog platform | http://www.skyrock.com/blog/ » France Skyrock blogs revenues = radio revenues http://aggie102790.skyrock.com http://aggie102790.skyrock.com Skyblogs = >10 M active blogs* Skyblogs = >10 M active blogs* •• 27% of the french blogs**, 29th site in the world (by VP) 27% of the french blogs**, 29th site in the world (by VP) •• 2.85 billion page views & 304 millions visits a month*** 2.85 billion page views & 304 millions visits a month*** •• 3,6 millions comments/day 3,6 millions comments/day •• $6.4 million in advertising revenues in 2005 $6.4 million in advertising revenues in 2005 •• 20% to 25% profit margin 20% to 25% profit margin •• = radio revenues in 2008 (20% in 2005) = radio revenues in 2008 (20% in 2005) 54 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 55. UGC > Content Seeding & UGC video competitions » World Seeding / Sponsoring – Youtube.com, Dailymotion,…. Borat Renault F1 55 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 56. UGC > Content Seeding & UGC video competitions » World Wat.tv/wasthappening Nike Gmail 56 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 57. Frito > CocreationDoritos Super Bowl ads UGC Lay asks for & Crowdsourcing Sony & Current TV | http://current.com/ » USA 57 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 58. UGC > Cocreation & Crowdsourcing Dell | Ideastorm.com » USA 58 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 59. UGC > What degree of freedom? GM Chevy » USA 59 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 60. #5. Provide a service to the community 5 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 61. UTILITY a service > Nike + Ipod Application Provide Nike + Ipod | http://www.apple.com/ipod/nike » World 61 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 62. UTILITY a service > Nike + Ipod Application Provide Nike + Ipod | http://www.apple.com/ipod/nike » World 62 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 63. UTILITY a service > Create your tailored product Provide Domino Pizza > Pizza Builder » USA 63 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 64. UTILITY a service > Create your tailored product Provide Domino Pizza > Pizza Builder » USA 64 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 65. Provide a service > Power schools for free with… advertising NedBank | http://www.nedbank.co.za/website/content/pr/index.asp?article=current&prID=978 » South Africa 65 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 66. #6. Viral Marketing Make it easy for people to forward your message 6 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 67. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany 67 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 68. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany Initial spreading via 50 influential bloggers | www.buzzparadise.com 68 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 69. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany A very important feedback in blogs | posts & viral banners 69 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 70. Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany Initial spreading via 50 influential bloggers 550,000 visits in 3 months Results French module adopted by Germany and Spain because of the campaign’s success 550,000 viewed pages in 3 months (WOM only, no purchase of space) Still audience 8 months afterwards Nearly 400 pages viewed/day on the French version after 9 months! 70 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 71. Viral Marketing > Fake Music Group & Video Clip Gaia > Pigs in Pain > http://www.pigsinpain.be » Belgium 71 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 72. Viral Marketing > Fake Music Group & Video Clip Gaia > Pigs in Pain > http://www.pigsinpain.be » Belgium 72 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 73. Viral Marketing > Be Provocative to be cool ZooYork | http://zooyork.com/roaches » World 73 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 74. Viral Marketing > Viral Video Dove Evolution » World 74 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 75. Viral Marketing > Is it true or not? Nike Kobe Jump | http://www.youtube.com/watch?v=bKZQ8qq4lYA » World 75 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 76. Viral Marketing > Sex always sell… at least for guys Lynx AirJet | http://www.youtube.com/watch?v=0QmcHdzwwiQ » Australia & world 76 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 77. Viral Marketing > Personalized Viral Video Tribune de Genève Newspaper | http://www.tdg.ch/reportage/ » Switzerland 77 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 78. Viral Marketing > Personalized Viral Video Tribune de Genève Newspaper | http://www.tdg.ch/reportage/ » Switzerland More than 3.200.000 viewed videos 78 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 79. Personalized Viral Video + mobile callback Opel Astra, launch of the new Twin Top Opel Cabrio | Prepare Your Hair » Belgium Figures - 80.000 e-mails sent at start – 16.000 contacts have registered - 80 % have forwarded to 4 people or + – 450.000 generated calls! 79 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 80. Viral Marketing > Desktop Widget Digital sticker » USA 80 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 81. Viral Marketing > Widget DaftPunk latest music album » France + World bllog b og bo o k ook Face b F ace Email Email Ne Net tviib v be es s http://www.blogmesite.com/i ndex.php?bms_id=2 81 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 82. #7. Buzz Marketing Surprise your audience to grab its attention 7 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 83. Buzz Marketing > Guerilla Marketing Surprise your audience Guerilla marketing / Virgin Brides Guerilla marketing / 3M (Canada) - Richard Branson, Virgin CEO came dressed as a - B2B buzz for innovative security glass bride at the press conference 83 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 84. Buzz Marketing > Guerilla Marketing Ikea » USA & Germany - Reshaping 600 places in NYC Similar action on the German underground 84 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 85. Buzz Marketing > Ambiant Media Canderel | Bagvertising » Libanon 85 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 86. Buzz Marketing > Interactive Shopping Window Minority Report Movie | http://www.youtube.com/watch?v=9zO6XODPO9E 86 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 87. Buzz Marketing > Interactive Shopping Window CHANEL COCO – Mademoiselle Perfume » Tokyo, HK, NY, London, Paris For the relaunch of CHANEL’s perfume Interactivity is back in Point of Sales 87 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 88. Buzz Marketing > Hologram Shopping Window C&A | http://www.seite1girl.de » Germany 88 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 89. Buzz Marketing > Hologram Shopping Window C&A | http://www.seite1girl.de » Germany 89 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 90. Engagement > Interactive Billboards BBC | “See both sides of the story” » USA (NY) 90 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 91. Engagement > Interactive Billboards BBC | “See both sides of the story” » USA (NY) 91 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 92. #8. Digital Influence Engage with opinion leaders… 8 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 93. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & Blogosphere : a very fragmentized world A minority of blogs generates the majority of the audience (source, Comscore) 93 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 94. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & Who are the influentials? – 5th most influencial blog worldwide by Technorati – one of TIME's 100 most influential people – 43 employee - 15 millions unique visitors in 2007 94 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 95. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & How to identify the influentials? http://www.wikio.com/blogs/top Technorati.com 95 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 96. #3.1.9|Marketing d’Influence opinion leaders Influential Marketing > Bloggers & How to identify the influentials? USA : BzzAgent BuzzParadise platform Tremor (Procter & Gamble USA) > Teens http://www.buzzparadise.com 12 countries / 6 langages 96 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 97. Turn opinion leaders into brand ambassadors. #3.1.9|Marketing>d’Influence into brand ambassadors Influential Marketing Turn Bloggers Nokia 7710 » France Media E-influentials & bloggers Nokia 7710 buzz campaign i ng ng s Pres s Seed i S eed Pres Seeding Seeding Press Press Se See Pr Pre edi din ess ng ss g 97 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 98. Turn opinion leaders into brand ambassadors. #3.1.9|Marketing>d’Influence into brand ambassadors Influential Marketing Turn Bloggers Nokia 7710 » France 98 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 99. Conclusion Contact & Copyright | Vanksen|Culture-Buzz & 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Contact: Emmanuel Vivier | +33 6 159 283 Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com
  • 100. Conclusion > The world is now a conversation ecosystem Get ready to discuss 100 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 101. Conclusion > Towards a 360° Marketing Approach Traditional communication Communication 2.0 Brand Brand Agency Agency Media Media Audience Audience Communication 1.0 Communication 2.0 Source: Spheeris 101 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 102. Conclusion > You can not control WOM … only influence it. 102 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 103. Conclusion > More info? Some readings… www.Culture-Buzz.com More than 2000 articles about buzz, Viral, blog and influential marketing 103 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com
  • 104. Thank You www.culture-buzz.com Emmanuel Vivier evivier@vanksen.com | www.buzzparadise.com +33.6.159.283.18 | +33.1.47.70.86.03 > Protection, e-marketing, monitoring Agence buzz & Communication Word of mouth community Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com