IAB Europe - Alain Heureux @ IAB Interact

IAB EuropeInsight out, the whole truth!

« Talking with the consumer….beark….why? »

The European Trade Association Network of the digital and interactive marketing industry representing the National associations and Corporate members

THE GOOD NEWSThe World is Changing

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The ad model will change dramatically…

THE ONLY TRUTHChange

THE BAD NEWSTrust - Trust - Trust

Control of data

is a hot topic

THE PARADOXSay what you think, and do what you Say

#CM48@Steven_InSites

Stop the Paradox

Stop the Paradoxby Steven Van Belleghem

Word-of-Mouth Word-of-MouthWord-of-Mouth

is growth driver

Word-of-Mouth

just happens

Word-of-Mouth Word-of-MouthWord-of-Mouth

is growth driver

73%

Word-of-Mouth

just happens

80%

Client happiness Client service is Client happiness

is important

Client service is

too expensive

@Steven_InSites #cm48

% never replies to questions:

11% through customer service

24% on branded social media

28% on social media

Every client is

important

If only 500

clients are important clients are

unhappy, well…

40% 7%

@Steven_InSites #cm48

40%

negative

7%

negative

40% 7%

The paradox?

@Steven_InSites #cm48

40%

negative

7%

negative

40% 7%

We say we care,

but we don’t

@Steven_InSites #cm48

40%

negative

7%

negative

40% 7%

2 simple questions:

@Steven_InSites #cm48

40%

negative

7%

negative

How important are happy clients?

@Steven_InSites #cm48

Are you serious about it?

@Steven_InSites #cm48

40% 7%

3 attitudes:

@Steven_InSites #cm48

40%

negative

7%

negative

@Steven_InSites #cm48

16% 77% 7%

How important are happy clients?

Very important!

@Steven_InSites #cm48

Very open &

positive intentions!

Are you serious about it?

@Steven_InSites #cm48

40% 7%

Only 1 option…

40%

negative

7%

negative

Happy

clients

Positive

WOMWOM

Growth

Listening

Product

development

CO-CREATE

WOM

strategy

& policy

Touchpoints

experienceConversations

on & offline

WOM strategy

Not an island

Create context for success

New KPIsNew KPIs

New KPIs: 38%New KPIs: 38%

2010

2010

Specific Whole

80% 20%

Specific

team

listens

Whole

company

listens

We are ALL listening

40%40%of companies is NOT present on social media

20%20%of companies has a Twitter account

#CM48@Steven_InSites

Stop the Paradox

Stop the Paradoxby Steven Van Belleghem

Not an island

Listening

Product

development

CO-CREATIE

Conv

Mgr

Conv

Mgr

WOM

strategy

& policy

Touchpoints

experienceConversations

on & offline

Conv

Mgr

Consumer in the boardroom

CCOCCO

Chief Consumer Officer

HOW CAN WE HELPThe IAB Europe Network

December 2010 :

Stakeholders and dedicated staff :

-26 countries with over 130 staff

-44 corporate members at European level

-more than 5000 member companies at National level

Potential New countries in 2011 :

-Portugal, Luxembourg, Serbia, Kazakhstan, Iceland ,

Cyprus and Dubaï

Priorities 2011-2012 :

-Public Policies :

-creating trust and transparency

-ongoing dialogue with the regulator

-self regulation

-Business :

-promoting Brand Advertising

-measurement

-Benchmarking :

-understanding the consumer

-comparing the markets-comparing the markets

-Networking :

-leaders and captains of the industry

Keep on pushing the digital economy....with www.iabeurope.eu

and try to join us in 2011 on June 7-8-9 in Barcelona again for our

5th Interact Congress and Second Mixx Europe Awards!