Julien Ferla
Head of Digital - jferla@bgcom.ch
World Wide What ?
… or how innovations influ the future of « communications »

Internet and the Digital
technologies have been one
of the biggest upheaval since the
Industrial Revolution

Acceleration:
to reach an audience of 50 millionpeople it took radio 38years,
television 13 years, internet 4years, the iPod 3years, facebook 2years,
and it took the iPhone 3GS just 3 daysto reach 1 million users...

The first website was build and put online at the CERN on 6th of August 1991
World Wide What ?
computer «web» to change billions of lives (yeah,right)
The Sun may 20, 1991

Internet is about sharing, Internet
spread ideas, Internet belongs to
everyone, Internet is about you and me
YOU enter in the conversation

internet is great new territory for brands
you need to learn
how to navigate
to these lands

One to Many
someone talk about
your brand
many to many

only 14% people trust advertising
but 92% trust peer recommendations

it’s all about experience
not only brand visibility.

people hate advertising but
they love entertainment, they
love content.

Internet and technologies have
forced the brands to change

Dell had to change its technology,
thanks to their angry customers

Kodak died, they should have
invented instagram
Facebook bought instagram for 2 billions dollars

with brand experience and
creativity, you can sell old
school razors or shampoo on the
internet

Results:
after one campaign and 2 years of existence
13 million views on youtube
12,000 orders after 48 hours
$14.4 million on just blades
200,000 active subscribers
loyal customers

Results:
6 million views in one day / 40 after the first week
In the last 3 months sales were up 55%
Old spice is now the #1 body wash brand for men

Results:
68 million views on youtube
more than hundred parodies
A B2B ads that doesn’t suck !

you are in the digital marketing age,
what are the next opportunities ?
What will shape our future ?

Self Driving car

Green

Energy

3d printing

Data

Mobile and Realtime

Content

Learning

Crowd
- sourcing
- funding
collaborative economy & Sharing economy

No touch interface
Wearable

Recap - digital age
“Adapt or Die”
Brian Solis, What’s the future of business

Recap - digital age
“Protect the future from the past”
Tim O’Reilly, Create More Value Than You Capture at #sxsw

Recap - digital age
“Less is more”
Barry Schwartz, The paradox of choice

Recap - digital age
“Start with why”
Simon Sinek, Start with why - Golden Circle (What, How, Why - Believe what you
believe - People don’t buy what you do, they buy WHY you do it)

Recap - digital age
“Adapt or Die”
Brian Solis, What’s the future of business
“Protect the future from the past”
Tim O’Reilly, Create More Value Than You Capture at #sxsw
“Less is more”
Barry Schwartz, The paradox of choice
“Start with why”
Simon Sinek, Start with why - Golden Circle (What, How, Why - Believe what you
believe - People don’t buy what you do, they buy WHY you do it)

We don't just sell services anymore,
We create tools,…