shape and shake
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Shape & Shake, 6 Trends 2011/2012Jérémy Coxet CEO Vanksen Luxembourg/SuisseTRANSCRIPT
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124+25 nov. 2011namur (be)
kikk 2011international digital festival
Shape & Shake, 6 Trends 2011/2012
Jérémy Coxet CEO Vanksen Luxembourg/Suisse
Marketing et interactivité :
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Agenda
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contents
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01. The challenges of #realtime
02. #Splinternet : too manu apps, smartphones and tablets ?
03. #Social Media Fatigue, avoid saturation & social spam !
04. #E-reputation, listen and react !
05. Brand content & utility : create attention !
06. Take the longview ! Discover the P.L.E.A.S.E framework
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1. The challenges of real time
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ATAWADAC
The challenges of real time
AnytimeAnywhereAny DeviceAny Content
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ATAWADAC : Anytime, Anywhere, Any Device, Any Content
The challenges of real time
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Brands who will know how to surf will get the upside
The challenges of real time
CreateReal time Interaction
SurfReal time
Interest
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Tippex - A Bear and Hunter NSFW
The challenges of real time Europehttp://www.youtube.com/watch?v=4ba1BqJ4S2M
Real time simulation45 pre-recorded videos of man-bear interactions
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A Bear and Hunter NSFW
The challenges of real time Europehttp://www.youtube.com/watch?v=JhIU4rmlF5A
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Old Spice, response campaign
The challenges of real timeOpération cloturée
United Stateshttp://www.youtube.com/watch?v=S0Ei6WQkjUY
Low latencyBe quick on your feet, even with your ad, it’s worth it !
Talk-backOld Spice gets +30% sales by responding to its Superbowl ad fans (in video)
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Old Spice, response campaign
The challenges of real timeOne shot op.
United Stateshttp://www.youtube.com/watch?v=S0Ei6WQkjUY
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France 24’s take on real time TV
The challenges of real timeOpération cloturée
France - Globalhttp://www.youtube.com/watch?v=_fdIzYdb9MI
On specNavigate tailor-fit news depending on your location and interests
Fully searchableVideo news subbed, indexed and tagged in real time
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France 24’s take on real time TV
The challenges of real timeOpération cloturée
France - Globalhttp://www.youtube.com/watch?v=S0Ei6WQkjUY
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2. #Splinternet : a land of many
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More media, mobile, everywhere, anytime media
Source the mobile world 2010
The mobiles they are a growing !
Endless mutliplication of channels
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More media, mobile, fastest growing
Endless mutliplication of channelsSource : Mary Meeker, Morgan Stanley
Mobile growing Faster than desktop access
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Snap Tell App-Take a photo of a product..
Snap Tell App- App analyzes and recognises photo- Generates price comparison and review links
Red LaserBarcode scanning app
http://www.vouchercloud.com/
Products carry more information than you would expect
Witness the mobile revolution
Endless mutliplication of channels
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Witness the mobile revolution : geolocalisation
http://foursquare.com/
Endless mutliplication of channels
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Novelty devices, novelty media, boundless offers
Endless mutliplication of channels
More media than ever struggling for your attention
time
Portable music
Snack -sizedentertainment
On demand movie hub
Game console
E-reader
New retail experience
Voice and pda
Software & Iad
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And everything tends to go faster
Endless mutliplication of channelshttp://aaplinvestors.net/
Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod
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• 2011 = 28 M units sold worldwide• 60% of iPad users are using it 2 hours a day on average
805 000
585 000
370 000
0
100 000
200 000
300 000
400 000
500 000
600 000
700 000
800 000
900 000
France Royaume-Uni Italie
And everything tends to go faster
Endless mutliplication of channels 11/01/2011Sources : faberNovel, tarifMedia, SRégie
iPad Sales (France, UK, Italie, april -dec 2010)
United Kingdom Italy
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http://www.youtube.com/watch?v=jjSaS-3EHWU
Even old school prints are turning into mobile media !
Endless mutliplication of channels
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Francehttp://www.youtube.com/watch?v=jjSaS-3EHWU
Even old school prints are turning into mobile media !
Endless mutliplication of channels
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Social gaming is mushrooming
Source : sharesPost IncEndless mutliplication of channels
>5,51 M$ 5,16 M$
Created in June 2009, 83Millions active users!
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Endless mutliplication of channels
The web squared : we can mark anything with meta content
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3. Social media fatigue : avoid spam and saturation
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Can you take the heat ?
(Social) media fatiguehttp://www.pearltrees.com/#/N-play=1&N-u=1_8104&N-fa=89788&N-s=1_2272747&N-f=1_89788&N-p=16462660
152 million – The number of blogs on the Internet (as tracked by BlogPulse).
25 billion – Number of sent tweets on Twitter in 2010
100 million – New accounts added on Twitter in 2010
175 million – People on Twitter as of September 2010
600 million – People on Facebook at the end of 2010.
250 million – New people on Facebook in 2010.
30 billion – Pieces of content (links, notes, photos, etc.) shared on Facebook per month.
20 million – The number of Facebook apps installed each day.
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http://techcrunch.com/2010/08/04/schmidt-data/
Big data due to U.G.C
(Social) media fatigue
“Every two days now we create as much information as we did from the dawn of civilization up until 2003 (five exabytes of data) .”
Eric Schmidt
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http://techcrunch.com/2010/08/04/schmidt-data/
Datadeluge ?
(Social) media fatigue
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Potential customer Prospect Prospect Customer Member
LoyaltyPurchase
From funnel to journey
Social media fatiguehttp://aaplinvestors.net/
Tired : path to purchase
SelectionConsiderationAwareness
TV, Print
Instore CRM
Front / Display LiteratureOptions
SalesmanDisplayPOP/POS
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From funnel to journey
Social media fatigue Open Brand by Kelly Mooney
Wired : decision journey
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Who’s paying attention ?
Social media fatigue
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death by over choice
Over choice
Social media fatiguehttp://www.youtube.com/watch?v=VO6XEQIsCoM
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A challenging world for marketers
Social media fatigue
Mass media is vanishing, traditional marketing is losing reach, engagement & control
Media clutter is exploding Choice is overhelming Audience is fragmented Audience is skipping advertising &
timeshifting Trust in advertising is sinking
Social media is on the raise, consumer is back in control
People can create and forward content like never before
Social media & word of mouth are visible (in search engines), credible, real time & long lasting
It is high time you changed your marketing habits!
CONSUM
ER ABILITY TO
PUBLISHReal time
transparency
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4. Listening to your e-reputation is not enoughFrom buzz monitoring to community management &
social CRM
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Buzz monitoring : learn to survey conversations
Learn to regain control > Listen
Conversations?
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Buzz monitoring : learn to survey conversations
Learn to regain control > Listen
Conversations?
Conversations?
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Buzz monitoring : learn to survey conversations
Learn to regain control > Listen
Conversations?
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I heard it through the grapevine !
Learn to regain control > Listen
Conversations?Conversations
= Participants + Objects + Locations + Activities + Polarities (Is it good or bad ?) + Intensity + Frequency
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Learn to regain control > Listen
There’s no official ranking and mapping
The what, who, when and how of e-reputation monitoring
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The what, who, when and how of e-reputation monitoring
Learn to regain control > Listen
There’s no secret control room
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Where should you start from ?
Learn to regain control > Listen
Social media is plentisome
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Start here !
Learn to regain control > Listen
Think of Google as the next best thing to a prime time online spot
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Manage the most influential crossroad for your ereputation
Learn to regain control > Listen
A typical Google “bad buzz”
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Manage the most influential crossroad for your ereputation
Learn to regain control > Listen
Do not forget to check sponsored links
…often used by counterfeiters
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Social media conversation does not register in full on search engines
Learn to regain control > Listen
HSBC vs. Students (Facebook)
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Domain names as key assets to monitor
Learn to regain control > Listen
Microsoft has a 56% typo-squating rate
Check your typosquatting stats on http://typosquat24.com
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Domain names as key assets to monitor
Learn to regain control > Listen
Do not forget to check google sponsored links
http://www.koleos.tv
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Domain names as key assets to monitor
Learn to regain control > Listen
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I heard it through the grapevine !
Learn to regain control > Listen
The many tools of reputation monitoring
Free
Paid
twitter search
http://www.vanksen.fr/watch
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Paid tool : more sophisticated
http://www.vanksen.fr/watch
- 3 millions de sources monitorées (Blogs, Forums, Sites d’informations, Twitter, Facebook ) - 7 langues analysées
Ex : la solution
Listen to the whole visible Internet !
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Les outils payants : des solutions plus sophistiquées
http://www.vanksen.fr/watch
Plus de souplesse sur la fréquence
de reporting et les alertes
Mesure : Un reporting plus souple
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Les outils payants : des solutions plus sophistiquées
PART DE VOIX
CITATIONS DE LA MARQUE
TOTAL DES CITATIONS(MARQUE + CONCURRENTS A, B, …)
=
TAUXD’ENGAGEMENT
COMMENTAIRES + LIKE
TOTAL DE VUES=
Sites Billets
Comment InfNcn
PcPb
Pc : Polarité commentairePb : Polarité billetNc : Nombre de commentairesInf : indice d’influence du siten : pondération des commentaires / billets = 4
Article ou commentaire positif : +1Article ou commentaire négatif : -1Article commentaire neutre : 0
SCORED’INFLUENCE=
Définissez avec vos équipes les indices que vous souhaitez suivre.
Optez pour des indices simples ou définissez le votre.
Mettez en relation vos actions menées et les résultats obtenus, jaugez de leur impact et adapter
votre stratégie de réaction.
Analyse : Des indicateurs plus précis et plus flexibles
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BuzzMonitoring : Start up using simple tools
Learn to regain control > Listen
Netvibes as a monitoring dashboard
To do list- Find rss feed on blogs & sites- Add a RSS feed- Make a search in google news- Share a Netvibes tab with a colleague- Create a RSS feed from a Technorati Search
Netvibes.comTechnorati Search
Google News
BlogPulse
Wikipedia
Google Blogs
Flickr Youtube, Dailymotion Facebook
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…you heard so what are you going to do about it ?
Learn to regain control > Listen
Listen
measure
React
Master your e-reputation
Engage/Talk
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…you heard so what are you going to do about it ?
Learn to regain control > Listen
Listen but also engage and take part to the social conversation going on
Answer questions Reward positive buzz
Correct errorsmisrepresentations
Lead conversations totheir properplatforms
Act up before the crisis getsbigger
Create a conversation
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5. Brand content and brand utility : earn attention!
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Less Attention
Brand Content & Brand UtilitySource : Media Dynamics USA 2010
To achieve an equivalent penetration, it takes…
In 1965 in the United States 80% of the 18-49 year age group were reached with only
prime time commercials3125
X40
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Spam is out
Brand Contect & Brand Utilityhttp://blog.marketing-soc.org.uk/2010/04/a-decade-of-digital-10-things-for-2010/
“Marketing in the future is like sex. Only the losers will have to pay for it. ”
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Internet is not the lair of interruptive marketing
Brand content and brand utility : earn attention!
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Learn to earn your audience’s attention : desire + utility
Brand content and brand utility : earn attention!
Web = permission marketing
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Take your marketing to the 3D Level
Brand content and brand utility : earn attention!
Expérience contagieuse
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BMW Be entertaining
Brand content and brand utility : earn attention! http://www.bmwusa.com/uniquelybmw/bmw_art/films
l
One of the early hits of brand content
More than 100M views
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Burger King playing the advertainment game right
Brand content and brand utility : earn attention!
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Burger King playing the advertainment game right
Brand content and brand utility : earn attention! USA
$3.99 with the purchase of a menu
40% of profit growth yearOver year
3.2m Gamessold
Million of hours of exposition to thebrand
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Saks , Fifth Avenue, 3D projection-mapping
Brand content and brand utility : earn attention! December 2010
United Stateshttp://www.youtube.com/watch?v=kLidO5Mrk8o&feature=player_embedded
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Fiat Eco Drive
Brand content and brand utility : earn attention! http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/
default.html
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Don’t use demographics when you think about a brand utility.
Brand content and brand utility : earn attention! Source : ingmar de lange
Use an activity
It’s not about who your consumers are. it’s about what they do.
Running
Driving
Entertaining
Eating
Nike
Fiat
Zynga
Domino’s Pizza
Nike+
Ecodrive
Farmville
Domino’s Pizza tracker
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There need to be a fit between your utility and your brand.
Brand content and brand utility : earn attention! Source : ingmar de lange + original model: rossiter & percy
FrustrationBrand can makethings simpler
AssuranceNationwide Mobile
AspirationBrands can inspire
SportsNike+
FunBrands makethings more fun
BeerWieckse Sun Radar
negative motivation positive motivation
low
invo
lvem
ent
high
invo
lvem
ent
IrritationBrands can makethings easier
Toilet paperCharmin Sit or Squad
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6. From social media tactics to strategy
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An opportunity for new marketing approaches
From tactics to strategy
Interactive shopping Window
RSS, Podcasts& video-casts
Desktop& onlinewidgets
ViralMarketing
Buzz,Street& Guerilla
Buzz Monitoring
Social Media(Facebook,YouTube, Twitter)
BloggersOutreach
Blogs, Wikis& online communities
UserGeneratedContent & crowdsourcing
Marketing 2.0
PR2.0
Personalisedvideos
Video withcall back
Advergame
Video Seeding
Sponsored posts
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First off : plan it right !
From tactics to strategy
Tools & technologies are not a strategy
≠ Creativity
≠ Social Media
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Tools are not a strategy
From tactics to strategy
Not the hammer!Focus on the house,
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TOMSTER framework : - Target- Objectives- Message- Strategy - Touchpoints- kpis to Evaluate, - Resources & Constraints
Insight : - e-reputation monitoring - Site & brand audit- Performance & analytics - Industry benchmark- Strategic Planning
Strategy & creative idea- Brand experience - Brand content, - Brand utility- Brand event…- Buzz, UGC & viral-…
- Owned media : Branded FB, Twitter, videos & blog)- Paid Media : Banners, SEO, SEA, emailing,…- Earned media : Influence, blogs outreach, PR,…
- Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing & cocreation
- Web analytics AAARR, - Brand performances - NPS : recommendation rate- ROI measurement
Define a brief
Get a reality check
Build a contagious experience
Amplify with owned, paid & earned media
Increase loyalty & advocacy
Measure & optimize
The mandatory steps for accurate 2.0 marketing
Learn to regain control
Vanksen’s P.L.E.A.S.E™ decision model
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TOMSTER framework : - Target- Objectives- Message- Strategy - Touchpoints- kpis to Evaluate, - Resources & Constraints
Insight : - e-reputation monitoring - Site & brand audit- Performance & analytics - Industry benchmark- Strategic Planning
Strategy & creative idea- Brand experience - Brand content, - Brand utility- Brand event…- Buzz, UGC & viral-…
- Owned media : Branded FB, Twitter, videos & blog)- Paid Media : Banners, SEO, SEA, emailing,…- Earned media : Influence, blogs outreach, PR,…
- Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing & cocreation
- Web analytics AAARR, - Brand performances - NPS : recommendation rate- ROI measurement
Define a brief
Get a reality check
Build a contagious experience
Amplify with owned, paid & earned media
Increase loyalty & advocacy
Measure & optimize
First off : plan it right !
Learn to regain control
Vanksen’s P.L.E.A.S.E™ decision model
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T.O.M.S.T.E.R. : 7 questions for a successful strategy
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target Définir sa cible et comprendre ses « vrais »usages
Objectives
Etablir de manière précises les objectifs de sa campagne.
MessageQuel est le message à communiquer?
Strategy Avez-vous une idée/souhait quand à la stratégie à adopter?
TouchPoints
Quels sont les points de contacts et technologies à utiliser?
Evaluation KPIs
Quels sont les metrics servant à mesurer le succès de cette action
ResourcesQuelles sont les ressources (financières, humaines, timing) et lescontraintes (politiques, organisationnelles,…) pour ce projet?
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Une grande partie des initiatives en marketing 2.0 sont …des échecs!
Cette situation vient souvent d’un mauvais alignement des objectifs
de l’agence et de l’annonceur…
…faute d’une définition précise.
Objectifs : Définir clairement et prioriser
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
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Faire du Buzz
≠ un objectif
Objectifs : Définir clairement et prioriser
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
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Un objectif précis est vital pour pouvoir ENSUITE définir la stratégie, les technologies & points de contacts pertinents
Objectifs : Définir clairement et prioriser
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
Faire progresser les ventes
Acquérir de nouveaux clients
Améliorer la transformation
Hausse de la fréquence/montant
Activation Promotionnelle
Construire la préférence et améliorer la réputation
Améliorer le support client
Nombre & % d’avis positifs online
Nombre de citations media
Fidéliser, animer & Activer ses fans
CoConcevoir de nouveaux produits
Augmenter le taux de recommandation
Fidéliser (social CRM & community management)
Recruter des membres / abonnés / Fans
Augmenter l’exposition, la notoriété et le trafic
Accroître l’audience d’un site
Augmenter le trafic en magasin
Augmenter le nb d’exposition à la marque
Augmenter la notoriété
Mieux comprendre les attentes clients
Comprendre les tendances marché
Découvrir de nouveaux insights
Qualification du buzz online
Mesurer ses performances/concurrence
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Objectifs : Attention à prioriser et préciser
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
• Attention à prioriser La meilleure façon de ne pas atteindre votre objectifs est d’en sélectionner un trop grand nombre
• Soyez clair & précis Préciser dans l’étape 6 les indicateurs retenus pour mesurer l’objectif. En effet, un objectif comme « augmenter la notoriété d’une marque» peut se faire et se mesurer de multiples façons (sondage POST campagne, pige media, nombre de citations sur le web…)
• Astuce Communiquez à votre agence un seul chiffre qui signifierait qu’à la fin celle-ci à été un succès. Cela permettra d’assurer un alignement optimal de vos efforts vers un but déterminé de manière claire et mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres buts secondaires).
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Ressources : un des critères déterminants pour votre stratégie
T.O.M.S.T.E.R. : Comment créer un brief 2.0http://www.charleneli.com/
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
“To be successful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders
with their business objectives. Social business is a profound change that impacts all
departments in the organization.”
Charlene Li- Founder of Altimeter Group- Author of Open Leadership- Coauthor of the Groundswell
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• Le temps, le budget mais aussi et surtout l’organisation, les outils et compétences internes auront un impact clef sur votre stratégie
Définir ses contraintes / capacités pour une campagne 2.0
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
Procédures & Outils
Outils de coordination (Intranet 2.0,...)
Outils existants (metrics, CRM, ereputation)
Existence de procédures & guidelines?
Contraintes Organisation-nelles
Existence & Composition des équipes internes?
Qui pilote & décide?
Quel circuit de validation/reporting?
Contraintes légales & techniques
Timing
Budget
Contraintes de temps & budget
Compétences & suivi / formation
« Reverse mentoring » pour
la direction?
Programme de formation experts/employés?
Quelle compétences 2.0 en interne?
Accompagnement, validation et mise à jour?
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• Le buzz et le media sociaux ne sont pas gratuits!– Un budget est nécessaire pour
• Les outils : programmation, design, license, hébergement,…• Le temps (important) de gestion : monitoring, conception et déploiement des
campagnes, mesure et reporting • La création de contenu • L’activation media
• Mais ils offrent un ROI supérieur à long terme : – Chaque campagne capitalise sur les contacts accumulés au cours des
campagnes précédentes et tout au long de l’année (plateforme relationnelle)
Ressources : Budget
T.O.M.S.T.E.R. : Comment créer un brief 2.0Source : Coca-Cola
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
Campagnes marketing traditionnelles
Temps
Campagnes marketing 2.0
Temps
Fans
/Fol
low
s/Fr
iend
s
Fans
/Fol
low
s/Fr
iend
s
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• La réalité est parfois décevante par rapport à vos attentes. Seule la pratique vous permettra de passer de l’expérimentation à la maîtrise
• Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;)
Ressources : Ne vous laissez pas décourager…
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
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• Une collaboration interne est donc nécessaire mais rarement possible sans adaptation de l’organisation en silos
Organisation : adapter son organisation interne?
T.O.M.S.T.E.R. : Comment créer un brief 2.0Source : olivier alain blanchard, @thebrandbuilder
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
Head of Social Media
Developed the Social Communications InfrastructureOversees Social Media activityCoordinates Social Media activityProvides leadership + Support
Customer Support
RP + Reputation Mgmt
Marketing
Measurement
Community Management
MonitoringSupportTriage
Data AnalysisReporting
MonitoringResponding to crisesContent, events & Promotion
MonitoringResponding to inquiriesContentTriage
ResearchContent DevelopmentPromotions
Corporate
Brand reputationCSR
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• Pour être réactif, il faut définir à l’avance des procédures permettant d’anticiper les actions à mener
Procédures et outils : ex de procédure de gestion des citations
T.O.M.S.T.E.R. : Comment créer un brief 2.0
Target
Objectives
Message
TouchPoints
Evaluation KPIs
Resources
Strategy
A t on quelque chose à ajouter?
Evaluer la raison
Répondre et partager
Remercier la personne
Client mécontent?
Râleur professionnel?
Troller ou comique?
NegativePositive
OuiNon
Souhaite on répondre?
Pas de réponse
Non
Oui
Corrriger le problème en communicant l’action au client
Les faits sont ils corrects?
Corriger les faits avec tact
Non
Non
Non
Oui
Les faits sont ils corrects?
Le client nécessite plus d’information
Oui
Expliqué ce qui a été fait pour résoudre le
problème
Oui
Le problème a t-il été résolu?
Oui
Ne pas réagir et suivre l’évolution
Non
Oui
NonOui
Oui
Evaluer le message
Mention de la marque
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Going Further
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Useful resources
Going further
More than 3500 case studies available
Recommended readings
Read our blog: http://www.Culture-Buzz.com
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© 2010. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.
Thank you for your time
www.vanksen.fr/blogClick to learn more
Jérémy Coxet
CEO Vanksen Luxembourg/Suisse7 rue des Mérovingiens /-8070 Bertange, Luxembourg
Tel : +352 48 90 90 [email protected] : www.vanksen.comTwitter: @jcoxet