"Marketing strategies for profitable growth" How the evolution of the marcom landscape and the emergence of the web and 2.0 functionalities impact your strategy... A quick overview - Contact me to know more ncleworth@vanksen.com

1. ICBL Symposium Marketing Strategies for Profitable Growth 20/09/11

2. 00Agenda How putting the people at the heart of your communication & marketing strategies can help you boost your strategies impact & reduce your costs? Traditional marketing is challenged The raise of internet… and web 2.0 Marketing Strategies for Profitable Growth Focus on social media Word of mouth strategies for added value creation What about India & Luxembourg in all that?

3. a new context Traditional marketing is challenged

4. Overexposure People are exposed to 5 ads per minute!

5. Less Attention 125 To achieve an equivalent penetration, it takes… In 1965 in the United States 80% of the 18-49 year age group were reached with only 3 prime time commercials X40

6. Less credibility 76% of consumers think that brands lie in advertising Yankelowich

7. a new context The raise of internet… and web 2.0

8. The raise of a new mass media: Internet

9. An underestimated media… % of Media consumption time vs. % advertising spendings

10. Internet has evolvedto a new model…

11. Internet has evolved… Web 2.0 new rules “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control”– Rupert Murdoch, quoted in Wired, July, 2006 Source : http://www.internetworldstats.com/top20.htm / http://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_subscriptions

12. Web 2.0 new rules But how doesitimpactyour marketing strategy?

13. Web 2.0 new rules Traditional communication Communication 2.0 Brand Agency Media Audience Communication 1.0 Communication 2.0

14. An opportunity for new marketing approaches

15. Focus on social media Buzz, Street & Guerilla Interactive shopping Window Community Management Personalised videos Advergame Viral Marketing Influence Marketing Seeding & bloggers Focus on the one everybodyiswondering about… Videowith call back Marketing 2.0 User Generated Content Buzz Monitoring Blogs, Wikis & Micro- blogging (Twitter,..) Desktop & online widgets Social Media RSS, Podcasts & video- casts

16. Focus on Social media

17. Focus on social media – an engagement/advocacy tool Transformyourcustomers / partnersinto brand advocates… Interactwiththosewhospread the word about youractivities…

18. http://money.cnn.com/2008/09/03/technology/fortt_dell.fortune/ Focus on social media – a customer support tool Get more satisfied customers, enhance brand loyalty & defuse potential bombs…

19. Word of mouth strategies for added value creation Otherways to create value through social media?

20. Word of mouth strategies for added value creation

21. Word of mouth strategies for added value creation More than 12 M viral videos views in2 months > profanity filter More than 5000 sites & blogs embedded the video > video killing dashboard Break even in 18 H 36 minutes!

22. Word of mouth strategies for added value creation Nearly 3 million unique visitors for the 2 first seasons A strong proactive communication tool A very large media coverage

24. Monitoring tool (e-reputation, benchmarking…)

25. Internal communication

26. Local engagement…All your company departments are concerned and should integrate those important shifts...

27. What about India & Luxembourg in all that?

28. Internet

29. Different profile but single conclusion… x20 internet users in 10 years Sources : http://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_subscriptions / http://www.internetworldstats.com/top20.htm 84.3%internet penetration rate You cannot avoid integrating digital in your marketing strategies

30. Social media

31. Word of mouth strategies for added value creation Social web in Luxembourg 27% A fixed community… of internet users rank social media at the top of their use (highest european rate) 40% …loyal… of web users connect to their Facebook account every day 44 …& active : Average number of monthly connections for 3.5h online

33. 1/4th of online Indians were able to recall brands using social media

34. Nearly40 million Indians are using online reviews to inform purchase decisions

35. 45 Million Indians On Social Media By 2012Sources: http://www.watblog.com/ / http://www.internetmarketingjournal.org

36. Word of mouth strategies for added value creation Personalexperience…

37. Word of mouth strategies for added value creation 15 new kid sponsored directly from my blog...

38. thank you for your attention Feel free to contact us Nils Cleworth ncleworth@vanksen.com // Twitter : @Nilsens Senior Consultant vanksenLuxembourg 7 rue des Mérovingiens L-8070 Bertrange Luxembourg Tel : +352 48 90 90 443 Fax : +352 48 90 90 140 www.vanksen.com More info on our blog www.vanksen.fr ©2011 Rdlux SA SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.