internet think differently
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Copyright Hipipip 29 04 09 Droits réservés *
Avec Internet,il faut désormaispenser autrement
Henri Kaufman11 03 10
With Internet,we need to startthinkingdifferently
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The new functionalities of the
World Wide Web are leading to
profound changes in our vision
of the world and the behaviour of
individuals – and consumers.
And by the same token in
their relationships with
brands.
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Think differently
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Thinking with the right-hand
side of your brain
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We are now in a “Far West” period: space belongs to the first to grab it.
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We are now in an era of surfing and constant flow
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A flow that is moving ever faster, in real time, everywhere
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« Internet sera partout. Comme l’air. On ne va plus parler « d’internet ». Ni d’« e.commerce ». Tout simplement, on sera en ligne 24 heures sur 24, 7 jours sur 7 grâce à nos systèmes mobiles géo-localisés, nos vêtements intégrant des puces RFID, nos jouets à l’intelligence artificielle, nos cerveaux »
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We are all interconnected
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Towards new Customer/Brand relationships
Companies will have to learn
to loosen their grip,
whether they like it or not
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New consumers =
new behaviour
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How to reinvent new Relationships with Customers:
- who are no longer loyal to the brand in the way they were “before”
- who are no longer won over by card-based loyalty programmes
- who no longer keep quiet unless spoken to
- who often have more Internet expertise than companies
- who want to be acknowledged and listened to
- who have ways of making sure that they are acknowledged and listened to
-,
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Consumer as media
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Customers no longer want dialogue with a brand or a website; they want dialogue with a real person.
Your brand no longer belongs to you. Your brand is
what people are saying and not you say it is.
-
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Your brand’s welcome page is now the
Google search page.
And bad buzz can be referenced ahead of
your brand!
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Allow your customers and your employees to
express themselves on your website.
Uh - oh…!
Let them express
themselves!Tom SMITH nous a aidé à conclure 10 contrats au cours du trimestre passé – moi je dis : on lui accorde une augmentation et un bureau avec plus de standing !
Je veux bien, Henry, mais cela va être un peu difficile – Tom n’est pas un de nos salariés, c’est un client.
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Internet and social media: are
no longer options.
Internet IS a social medium
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Become more
addicted than your
customers
Understand how social networks work by
experiencing them from inside, day by day
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Commerce is being transformed into
e-Commerce
Internet is not an add-on … it is taking over.
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Social networks e-Commerce
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Social networks e-Commerce
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Let’s bet on the Web!
Join the community
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L
Social networks invited in by the strategy of FDJ, the French national lottery company
A communication strategy with more impact
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Totally fresh, amazing
new ideas
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Google Goggles – les lunettes de GOOGLE
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And you get the result a few seconds later:
And you get the result a few seconds later:
I recommend this book to “all those who no longer look for a job by
looking at the small ads, all those who no longer buy a product without
looking at the opinions of other consumers, all those who no longer
book a trip without looking for the lowest price, etc. etc”.
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aa
Paying with your IPhone: Square
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AUGMENTED CULTURE
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When you look at a product on a website, Workit displays the prices on competitors’ websites!
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When you visit a store, your IPhone tells you in real time what the prices are in competing stores
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Βετα thinking
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Should you devote 10 years’ work to developing a product completely?
Or
Should you devote two years to launching a product “under development” and ask its users to finalise it?
βετα : a simpler, quicker process more fit for purpose andwhich fosters customer loyalty
βετα involves a loss of control by companies
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Try out tweet-commerce
Video
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Really learn
about live marketing
by going on line to blogs
and
the websites of certain
companies
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Zappos amazon
iPhone mystarbucksidea
1-800-flowersDellTwitter jetblue
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Collective intelligence
More heads are better than just one
A idea that is shared is an idea that gets
better
open-coffee, bar-camps, down-up, canteen,
webinars…
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New jobs:
Social Commerce ManagerCommunity ManagerWeb designer/authoriPhone developerEtc. etc.
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The five key terms:
Real time
Conversation
Mobility
Ubiquity
Community
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The Internet has changed everything
Things will never be the same again
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Thank you!Hip ip ip
Google : henri kaufmantwitter : henrikaufmanFacebook : minurl.fr/bmrtel : 0607 372822
To be continued
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