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SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The relation between consumers and advertisers in the Web 2.0 environment
Frédéric Colas, CEO of SixandCo
WFA Global Advertising Summit
Toronto – April 25th 2007
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The Digital Age
Welcome to the Digital Age !
Where every aspect of social life can now be a digital experience
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The Digital Age
Welcome to the Web 2.0 !
Where the internet moves from a giant information and shopping center to
a worldwide network of communities with millions of active participants
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The Digital Age
Welcome to the Web 2.0 !
How do the relations between Consumers and Advertisers evolve ?
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The Digital AgeA power shift
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
Consumer
Search Engine
A Power Shift
The Web 2.0 has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched.
Forums
Blogs
CGC & Videos
Brand site 1
Brand site 2
Internet portalInternet portal
Online press
Online press
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
A Power Shift
Consumers massively express themselves and share opinions… including about brands and products
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
A Power Shift
…And they trust more each other than they trust advertising
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
A Power Shift
The New Marketing Dividing Line
Brand-Generated Communication
Vs
Consumer-Generated Content
…fighting for their share of influence over consumers’ purchase decisions
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The Digital Age
Newchallenges
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
New challenges
With more skeptical, more connected, more informed, more powerful consumers…
Advertisers need to :
• Re-think their « official » brand communication to continue influencing consumers choices
• Understand how to be part of the conversations in order to « influence » the Consumer-generated content
• Leverage consumer participation to be more effective and relevant
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
The Digital Age
Re-building the Relation
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
Re-building the Relation
Balanced
TransparentInteractive
CollaborativeDiverse
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
Co-creation:• Through dialogue and interaction, actively and deeply involving
consumers and solicit ideas and participation in the creative process (product, advertising, customer services…)
• The next generation of R&D, consumer research and creative process for agencies, all-in-one
1. Insight
2. Feedback
3. Co-ideation
4. Co-development
Stages of Consumer Involvement
Re-building the Relation
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
Re-building the Relation
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
A keyword to conclude
COCo-ownership
Collaborative
Co-creationCommunities
SixandCo 2007 – Strictly confidential – All right reserved – No reproduction or diffusion without written authorisation
A few questions to finish with
How to make your organization and culture compatible with dialogue ?
How much control will you give up to your consumers ?
Who is liable for the content ?
How bold and open will you be when facing negative comments ?
SixandCo – 20, Avenue André-Malraux, 92300 Levallois-PerretTel +(33) 1 49 68 75 70 – fax +(33) 1 47 39 55 13
Thank you!
Frédéric Colas
www.sixandco.com
