Digital Marketing! What else ? Hugues Rey

10 lundis pour

ra.raper le train du digital

Digital Marke5ng !What else ?

Hugues Rey -‐ 27th February 2012

mercredi 22 février 12

2020 ?


10 lundis pour


Agenda or Bingo ?

3

Bounce (Rate) Big Data Long Tail Dwell

(Rate)

CrowdSourcing

Cloud Compu5ng Gamifica5on Media

Meshing

SoLoMo Mash Up Cookie Freemium


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As a warm up A few changes ...

4



% on population 12+Source : CIM PMPA 2010-2011

Total Reach

Reach - x7 in12 Years

GoogleI-Tune storeWikipediaNapster

Youtube

IDTVFoursquareTwitter

Facebook

Linkedin

MySpace

Google+

I PadI Phone

Android


Power of the Newcomers !2006 2011

GOOGLE.BE GOOGLE.BELIVE.COM FACEBOOK.COMSKYNET.BE YOUTUBE.COMEBAY.BE LIVE.COMTELENET.BE WIKIPEDIA.ORGWIKIPEDIA.ORG BLOGGER.COMYAHOO.COM SKYNET.BEFREE.FR YAHOO.COMAUTOZONE.BE TELENET.BE

ADOBE.COM WORDPRESS.COM



Multiple screensx

Convergence of contentX

Individual cast


WHILST WATCHING TV

55% LISTEN TO RADIO

50% READ MAGAZINES

48% READ NEWSPAPERS

8% USE INTERNET ON MOBILE

51% USE INTERNET ON PC

51% of TV viewers have used their PC while watching TV

WHILST USING INTERNET ON PC

34% READ MAGAZINES

61% WATCH TV

58% LISTEN TO RADIO

35% READ NEWSPAPERS

5% USE INTERNET ON MOBILE

61% of surfers watch TV while using their PC

Media Meshing


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Heavy surfers s9ll consume other media

Heavy surfers are also bug consumers Cinema, Outdoor &

Press


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Time of use any9me

From 6-‐9h 9-‐12h 12-‐14h 14-‐17h 17-‐20h 20-‐24h

42 %

38 %36 %

41 %

69 %

83 %

44 %

58 %

53 %

58 %

67 %

62 %

48 %

53 %51 %

55 %

72 %70 %

86 % 87 % 88 % 89 %

94 %

88 %Smart phone

Tablet

Portable computer

Fixed computer

Source : Online Publishers Associa5on – March 2011


Content Portabilitymercredi 22 février 12

66 %mercredi 22 février 12

> 1% of the campaigns …


Smart TV

• Eric Schmidt: “By the summer of 2012, the majority of the televisions you see in stores will have Google TV embedded in it”

15


Smart TV: 43% in 2014

0%# 0%# 0%# 0%# 3%# 6%# 10%#17%#

29%#43%#

0%#9%#

17%#31%#

48%#

66%#79%#

89%# 94%# 97%#

2005# 2006# 2007# 2008# 2009# 2010# 2011# 2012# 2013# 2014#

Internet@Tv#HD#Flats#


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SoLoMo

17


7 billion People in the world

Based on the data from participating countries, we make the following assumption.

>1 billion Social network users

2 billion

internet users in the world


http://www.insites.eu/









































































In Europe, 50% is member of only 1 social network, mostly Facebook.




Twelp Force: CuCamercredi 22 février 12

21

2 out of 3 employees is proud about their

employer, but only 19% shares stories on

social media: unused conversation potential.








State Farm - YouTube


http://www.youtube.com/statefarm

http://www.youtube.com/statefarm







44%

Customers want to be involved with companies. Bring them in the boardroom to improve the

relationship.

CO-CREATION

44%CONVERSATIONS

33%BRAND FAN

43%DIRECT INTERACTION




2012 - SoMe: ROImercredi 22 février 12

Social

• Not Facebook Only

• Impacts on all activities of Enterprise

• Integrate Lifetime

• A Tool, not «The» Objective

• KPI’s are still to be fixed

• Connect with the real world


95 %

13 %

11 %

2 %

92 %

19 %

12 %

3 %

88 %

26 %

16 %

11 %

GSM

Smartphone

Netbook

Digital tablet

Nov '10 Jan '11 Nov '11

Smartphones will progressively replace the classic mobile

phone.Increase of Digital Tablet

penetration is very significant.

11% of the Belgians (12+) own a TabletSource: Havas Media GSM Study



28

38% of internet users has a smart phone.

They are more intensive users of social networks

than people without a smartphone.








Augmented Reality … is the zero click interface" (Anselm Hook)


9

Augmented X-Ray App Boosts Retailer’s Sales by 37%



Mobile

• 26% Smarphones Users

• Look behind the I-Phone

• Mobility vs. Usability - Think about the consumer, not the device

• Save Time vs Waste Time

• Connect with the Real World


33

12% of smartphone owners is using location

based services.





34

4% of smartphone users are familiar with

augmented reality.




Coca-cola villageConnect Real & Social World

35


Local

• Issue Solving and/or Entertainment

• Close to mobile

• DOOH/Stunt

• Connected with the real live !


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X.0.

37


Web 3.0 Web x.0Semantic / Objects Web Meta Web

Web 1.0 Web 2.0The Web Social Web

Degree of Social Connectivity


Web 2.0 was/is about participation

Portable, personal web, focused on the individual, on lifestream, on consolidating content, and which is

powered by widgets, drag and drop, and mash-ups of user engagement.

cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/


“Web 2.0” ? – 6 Rules !

Unique, hard-‐to-‐recreate data sources

The web as pla_orm

Harnessing the collec5ve intelligence

Above the level of single device

Lightweight programming models (Mash Up,...)

Leveraging the long tail through customer self-‐service


41


I tunes & the long tailHow big ? 5 billion in 2010 …

This is no rumor, because Apple has just announced that iTunes Store's customers purchased and downloaded more than 5 billion songs, while the iTunes Store also has the largest music catalog online, with over 8 million tracks. Even more, the iTunes Store is now ren5ng over 50,000 movies daily, turning it into the most popular movie store, too, with a catalog of over 20,000 TV episodes, over 2,000 films, of which over 350 are available in HD quality.


http://www.apple.com/itunes/store/

http://www.apple.com/itunes/store/

In 15 years, Amazon went from 1 category (books) to 16 main categories

LIMITLESS INVENTORY


Amazon began with books…

Competition

Market was large and fragmented.

Contrary to the concentrated music

industry, no player would have the power to freeze out a new entrant.

Product

A book does not have to be accurately described:

it is a universal and simple object.

Book distributors were already exchanging digitalized listing.

Search

Search would make it easy for customers to find books among the

entire database.

Amazon repeatedly appears first on Google‟s results page.

Source: Robert Spector, Amazon.com: Get Big Fast (2002)



Spotify – Freemium


Au second trimestre 2011, 51 % de la musique dématérialisée a été consommée sur Internet

contre 49 % en téléchargement.


Un Suédois sur neuf paie un abonnement à Spotify : avec la même proportion, nous pourrions retrouver des ventes à un niveau antérieur à la crise. Il y aura donc 3 formes de diffusion de la musique numérique:

1.L’achat à la carte, type iTunes, 2. L’accès à travers l’abonnement simple (Spotify) ou couplé (Deezer-Orange)3. La gratuité financée par la publicité.


Portability: Multi-Device + Cloud = Liquid Experience

49mercredi 22 février 12

Example Kindle: A service, not a device

“The vision for Kindle is every book ever in print in any language - all available in less than 60 seconds.” Jeff Bezos

Amazon struggles with publishers to implement its vision: • Lowering prices, even if it requires temporarily selling at a loss • Increasing selection: 900,000 books available • Pressuring them with Print on Demand and auto-publishing

Like iTunes, it is a seamlessly integrated ecosystem. Amazon wants to become a one-stop shop: • Kindle‟s 3G chip • Access to the ebook catalog through the Kindle or the apps

Even if the Kindle is the best device to read for a long time, it is more of a platform than a device: • A device-agnostic experience thanks to mobile and desktop application (Whispersync1)

• A streamlined interface and user experience dedicated to reading on many devices

1Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.


Crowd Sourcing Lego Builders of Infinity


Newhorizons

Web 3.0 refers to a third generation of internet-based

services that collectively allow the emergence of

the Objects / Semantic web.

cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/


Smart Device + Social Sharing


Thalys – Cybelys: Web + SMS + Cybelys Card = Ticketless & Paperless !


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4P vs 4C

• Product <-‐> Commodity• Price <-‐> Cost• Place <-‐> Channel• Promo9on <-‐> Communica9on

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KPI’s

... and (above all) Objec9ves !

56


As a star5ng point …

Reten5on/loyalty

Purchase

Convic9on (to buy)

Prefer

Like

Aware

Unaware

Nega5ve Disposi5on

BRAND EQ

UITY


As a star5ng point …

Reten5on/loyalty

Purchase

Convic9on (to buy)

Prefer

Like

Aware

Unaware

Nega5ve Disposi5on

BRAND EQ

UITY

HEART(Bonding)

HEAD(Understanding)

HAND(Sales)


http://www.narbw.org/heart.gif

http://www.narbw.org/heart.gif

http://www.unifr.ch/biol/ecology/learningworkshop/head.jpg
















http://www.gov.ns.ca/coms/images/hand-r.gif

http://www.gov.ns.ca/coms/images/hand-r.gif

Objec5ves & Related KPI’sE-‐Acquisi9on / Promo• Recruit : E-‐Prospects / e-‐Leads / (Loyal) e-‐Customer / • People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer• Conversion Rate, Repeated Visits, C/Conversion, leads

Engagement• Let’s live a full Digital (and more) experience • Brand Ambassador, Advocacy, Story Tellers, Influencers• Time spent, Dwell (Rate / Time), Virality, Repeated Visits

Brand/Communica9on Values Building• Communicate in the most balanced & impressive way• Customers, (Non) Users, Target Group• Cov., OTS, Affinity, Context, Impact, Click, InteracQon

BRAND EQ

UITY


E-‐metrics – linked to objec5ves


Conversion Funnel


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P.O.E.

61


OPINION OF FRIENDS & FAMILY, WORD-OF-MOUTH,

SOCIAL NETWORKS

OPINION OF SURFERS (BLOGS, FORUMS)

PRESS COVERAGE

ADVERTISING IN MEDIA (TV, INTERNET, RADIO, OUTDOOR,

PRESS)

MAILINGS, E-MAILINGS,

TRADE EXHIBITIONS,

SPONSORED EVENTS

WEB SITES,POINT OF SALES.

P O E

PAID.OWNED.EARNED




80 => 530 M $(dt 235 M en TV)

E 1 million Facebook and MySpace fans

O

P SOV x 2 vs MC CAIN(1/3 last month)


DOMINANCE OF PAID MEDIA

2011,IN BELGIUM,

PAID MEDIA REMAIN THE MOST EFFICIENT WITH 58% OF TOTAL

IMPACT

BEFORE THE EARNED MEDIA AT 25 %

OWNED MEDIA ARE SCORING AT 17 %.

58% 17% 25%

P O E


Owned Media

33 %DE L’IMPACT DES MÉDIAS

PRIVÉS (OWNED) VIENNENT DES SITES

DE MARQUES

67 % DES POINTSDE VENTE PHYSIQUES

O


Owned: Everything is Media !


69

Offline brand experiences are the main online conversation

starters.




70

Earned Media

19 % DE L’IMPACT DES MÉDIAS PUBLICS (EARNED) VIENNENT DE l’ OPINION INTERNAUTES, WEB SOCIAL, 81 % PROVENANT DE L’OPINION DES PROCHES, DU BOUCHE À OREILLE,

L’INTERLOCUTEUR, PROCHE OU PAS, DEMEURANT PLUS IMPORTANT QUE LE CANAL.


New currencies !


HAVAS MEDIA

PAID OWNED EARNEDBRANDS

AVERAGE SECTOR 55% 14% 30%

Google 51% 21% 28%

Coca Cola 67% 9% 25%Facebook 51% 18% 31%Microsor 57% 15% 28%Loterie Na5onale 64% 11% 25%Apple 53% 13% 33%Nike 65% 10% 25%Disney 64% 11% 25%Quick 65% 7% 29%Dell 63% 11% 26%

P O E

ICONIC

EXPOSURE


Moment of

purchase

...close to THE Decision Cycle Process

Ini5al Considera5on Set

Trigger

Loyalty loop

Ac9ve evalua9onInforma9on gathering, shopping

Postpurchase experienceOngoing exposure

The consumer considers an ini9al set of brands, based on brand percep9ons and exposure to recent touch points.

Ul9mately, the consumer selects a brand at the moment of purchase.

Consumers add or substract brands as they evaluate what they want.

Aier purchasing a product or service, the consumer builds expecta9ons based on experience to inform the next decision journey.

1

2

3

4

Cross selling via Owned • Website• Customer Care• POS

Owned• Website• Customer Care• POSEarned

PaidPast + actual campaignsOwned•Website + BranchesEarned•WOM/Peers + Social Media

Product Owned•Website + branches => customer care

Paid•SEO+SEA+ campaignOwned•Website + BranchesEarned• WOM / Peers + Social Media


Monoprix’s POE Challenge : A ‘3D’ implementationOn ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.


Monoprix’s POE Challenge : A ‘3D’ implementationOn ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.

The Idea

How to generate the best earned of

the distribu5on market?

The Challenge

69k fans (compared to 4k for Auchan and Leclerc)Qualita5ve verba5m on Facebook and influent blogsThe highest earned consumer percep5on of the market

The Results

A powerful repackaging of the private label products

Buzz around Owned and PaidSustained by an ac5ve community managementExclusive offers for Fans

Step 3: Earned Media

Step 2: Paid campaigns Capitalizing on the packaging

Step 1: Owned Media

P

O

E

OOHOOBPrint


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Big Data

76


Big Brother ? Cookie !• Micro file

– Chain of characters

• Allows to keep informa5on about a browser– Browser = +/-‐ surfer

• Accepta5on rate– Variable but for metriweb = 98%

• Webver5sing in Belgium– Metriweb – Unique visitors / Duplica5on / Accumula5on

– Ad Server – Frequency capping


The last ad vs Reality

The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed

$

$

$

$

$

$


The last ad vs Reality

The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed

The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time

$

$

$

$

$

SearchGoogle

BannerYahoo

Rich Media & Sponsorship MSN

BannerCNet

BannerSky Sports

$


Campaign delivery

When the concerned users go on our network, the customized ads are shown to the relevant users.

Products data collect (thanks to a cookie)

We memorize the products of the users browsing / surfing on the the partners sites

Choice of the relevant strategy

1 Products consulted

2 Similar products to the products consulted or placed in the basket page of the site

3 Complementary products to the product purchased

Data collect Strategy Diffusion

Dynamic retarge5ng : concept


Dynamic retarge5ng : scenarios

80

Hitech.com

500€

The user has seen a 46cm TV on the Hitech.com site

Product recall Recommenda9ons Cross selling

The user has placed the TV in the basket page but has not bought the product.

The user has bought a 46cm TV

Hitech.com

300€

Hitech.com

100€

We personalized the banners by showing the products previously consulted by the user.

We personalize the banners with the highlight in the banners of the products from the same category (TV size, price, brand, etc…)

We personalize the banners by highligh5ng addi5onal products In this case, it could be a DVD player or surround sound system.


Mul5-‐criteria op5miza5on


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Conclusions

82


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Main ChallengeManage an always Larger Pale.e


Time 4 sharing

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Digital Marketing! What else ? Hugues Rey