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Better Call The Expert

« Hey Social Consumer, Better Call the

Noreena Hertz: How to use experts -- and when not to

Noreena Hertz: How to use experts -- and when not to:

The Traditional Mental Model of Marketing

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First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelf In-store

Experience

The Traditional Mental Model of

The New Mental Model of Marketing:

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First Moment of

Truth

Second Moment of

Truth

Stimulus

Pre-shopping | In-store | In-home

At shelf In-store

Experience

The New Mental Model of Marketing

Buying process

Interest Learn Evaluate Justify Purchase

Buying process

Content Stage: think like a publisher

• Press

• Viral Videos

• Infographics

• How To guides

Interest

• Website

• Webinars

• Blog

• Buyer guides

Learn • Demo Videos

• Feature guides

• In perso events

Evaluate

• Testimonials

• Analysis reports

• White Papers

• Trials

Justify • Pricing guides

• ROI calculators

• Data sheets

Purchase

Content Stage: Auctelia case study

• Press

• Viral Videos

• Infographics

• How To guides

Interest

• Website

• Webinars

• Blog

• Buyer guides

Learn • Demo Videos

• Feature guides

• In perso events

Evaluate

• Testimonials

• Analysis reports

• White Papers

• Trials

Justify • Pricing guides

• ROI calculators

• Data sheets

Purchase

Closed Auctions

Content Stage: Auctelia case study

But…

But…

They will help you to get in the next audience

They will help you to get in the next audience And to follow the path of influence…

Where to find the Expert? In your Klout !

• Identify

• Reward

• Help them spread the word

Concrètement aujourd’hui

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Klout pas encore hyper fiable…

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Klout fiable?

Klout Perks

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Whoever the Experts are

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Whoever the Experts are Challenge them !

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Cet espace où la nouvelle génération pourra expérimenter, découvrir de nouvelles réalités,

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EARLY BIRD ---------- -15 €

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