Download - MSPA Istambul (in english)
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Avec Internet,il faut désormaispenser autrement
Ⓒ Henri Kaufman 27 05 10
With Internet, we need to startthinking differently
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The new functionnalities 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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We live in a permanently changing world - In 2010, 70% of the Internet content will be generated by internauts
and no by the brands : ‘’UGC’’
- Y Génération think that mails are already ’’has been’’
- YouTube is now the 2nd research engine, behind Google
- Facebook is the 3rd most visited website WW (10th 3 years ago)
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We live in a permanently changing world -34% of post’s bloggers W W concern products and brands
- 35% of books sold by amazon.com are already read on a Kindle
- 66% of US internet connexions by a Smartphone are made through an
iPhone
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Think differently
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Thinking with the right-hand side
of your brain
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Left : rational, planning, numbers Right : creativity, emotions, dreams
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Collective intelligence
More heads are better than just one
An idea that is shared is an idea that gets
better
Open-coffee, bar-camps, down-up, canteene,
webinaires…
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With Internet, we entered in a « Far West » period : space belongs to the first to grab it.With Internet, we entered 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 flowWe are now in an era of surfing and constant flow
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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
wether 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 not longer loyal to the brand in the way they were « before »
- Who are not longer won over by card-based loyalty programs
- Who no longer keep quiet unless spoken to
- Who want to be aknowledged and listened to
- Who have ways of making sure that they are listened to and respected
- Who visit internet before shopping or vice versa
- Who are often more experts than the salesmen
-,
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The consumeris now a media
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Customer want to be welcomed in his total aspect : his
tastes, what he is expecting for, his sensitivity, where he is
located in real time…
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“Adaptive marketing” : Greater interaction with consumers
and initiatives tailored to the individual, Forrester Research 29 03 10.
Marketers will create consumer-focused strategies, while
abandoning push marketing.
Companies will also seek to create consumer “experiences”
instead of campaigns and change their strategies to reach
individuals instead of segmented audiences.
Marketers will also increasingly use consumer interaction
and real-time customer insight.
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Customers no longer want dialogue with a brand or a
website : they want to 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.
Your image is not in your website but on the Google
home page
-
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Internet and social media are
no longer options.
Internet IS a social medium
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Internet : 5 innovative steps
1- communication one to one
2- Web2.0 : communication via Social networking
3- mobile : geoloc, always connected
4- Products turn to Social Products
5- Places turn to Social Places
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1- communication one to one : e-mail2- Web2.0 : communication via Social networking : Facebook, Twitter, blogs, …
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3- mobile : geoloc, always connectedBlackberry, iPhone
4- Products Social Products :Stickybits, barcodes
5- Places Social PlacesFlashcodes, Foursquare..
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Totally fresh, amazing
New ideas
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Products become « social products »
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produits
Customer can attach a tag to the product via the barcode
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produits
All users can share their advice about the product
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aa
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aa
Pay your invoices with your iPhone : Square
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Google Goggles
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A new sport for Customers : compare prices and look
after the best offer
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When customer surfs on a websitesite, Workit shows the prices of competitors !
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During your shopping, your iPhone shows you, in real time, the competitors prices and give the way to go on a map…
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Two majors strategies are born :
Mixing Commerce and e-Commerce methods
Commerce and Social-Commerce work as allies
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Retail Off line
e-Commerce
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Réseaux Sociaux e-Commerce
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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-
flowers
DellTwitter
jetblue
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New Jobs
Social Commerce managerCommunity ManagerWeb designer /authoriPhone developer…
New Jobs
Social Commerce managerCommunity ManagerWeb designer /authoriPhone developer…
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Les réseaux sociaux : une enclave du Web ?
Non, c’est le Web tout entier
Social networks are not a part of the Web
They are the web !
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Merci !Hip ip ip
Google : henri kaufmantwitter : henrikaufmanFacebook : minurl.fr/bmrtel : 0607 372822
Merci !
Hipipip@henrikaufmanGoogle : Henri Kaufman