La marque et le consommateur: quelles bases pour un

nouveau deal?

Dominique De Ville BMMA Lunch Débat Le 18 octobre 2011

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The new normal

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144,788 usersof the 8.6 million registered on

Wikipedia have been actively

involved in the last 30 days

240 millionpeople create content in

2011

In 60 days more content has been uploaded to YouTube than has been created by major broadcasters in the past 60 years

Participation is the new Consumption

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70%of consumers trust online peer reviews while only 14% trust advertising

25%of search results for the world‟s top 20 brands are linked to content created by consumers

120 friendsthe average number of „friends‟ people have on Facebook.

Consumer reviews are the new

Advertising

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Today a quarter of the web‟s bandwidth is video

Cisco predicts that figure will rise to 90% by 2013

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Exponential Change=

The change in the next five

years will be like the last 10

years

PHD 2016, beyond the horizon 9

More sites and branded apps are emerging

• M.humo.be

• M.flair.be

• M.lalibre.be

• M.deredactie.be

• M.lesoir.be

• M.destandaard.be

The Era of Mobility

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“Change will never be this

slow again”

IPA's Social Principle Nine: Graeme Wood

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Are brands loosing control to the people?

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At first experts claimed

Marketeers must let go their brand

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Anyone who has never made a

mistake has never tried anything

new.

Let go your brand,

But keep a life wire

Then came a little nuance...

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And as we enter in the new conversation model, the

brand is always in the centre, ...

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Source: Brian Solis

The new deal

• Technology - Massive change – in which stage is your organisation?

• Transparency – but not at all cost

• Visionary – always in the lead

• Storytelling – open the door

• Listening – don‟t feed the trolls

• Paid - owned - earned

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The new deal affects some brands more than others

• Millenials versus Babyboomers

• High involvement versus Low involvement brands

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Millenials = power to the people

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High involvement brands are owned by their consumers

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The new deal

• Technology - Massive change – in which stage is your organisation?

• Transparency – but not at all cost

• Visionary – always in the lead

• Storytelling – open the door

• Listening – don‟t feed the trolls

• Paid - owned - earned

Tony Hsieh

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The risk of loosing your brand‟s control will be

significantly increased when going for E-commerce

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Technology: is your company equipped?

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The new deal

• Technology - Massive change – in which stage is your organisation?

• Transparency – but not at all cost

• Visionary – always in the lead

• Storytelling – open the door

• Listening – don‟t feed the trolls

• Paid - owned - earned

Tony Hsieh

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The new deal is about Transparency:

corporate websites are like glasshouses

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Purpose as well as profit

McDonald‟s helping children

where they need it most

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The new deal

• Technology - Massive change – in which stage is your organisation?

• Transparency – but not at all cost

• Visionary – always in the lead

• Storytelling – open the door

• Listening – don‟t feed the trolls

• Paid - owned - earned

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Some great brands are very much in control

Cadburry (UK) and Carlsberg (Belgium) telling amazing viral stories

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The art of storytelling becomes vital for brands

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Product Development

Enabling consumer collaboration

creates a sense of partnership and

passion for the brand

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Consumer and Publisher

Lays “do us a flavour” Spring 2011

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The new deal

• Technology - Massive change – in which stage is your organisation?

• Transparency – but not at all cost

• Visionary – always in the lead

• Storytelling – open the door

• Listening – don’t feed the trolls

• Paid - owned - earned

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GAP

Staying loyal to heritage and to consumers

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ValuationListening &

The new deal is about Listening & Valuation

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Listening Provides a deeper understanding

of your customers and the role of

your brand in their lives through

real-time, actionable insights

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Some great brands are very much in control

Before After

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Let‘s Fight for it!We want back the old price of 1 €

McDonald‟s (Germany)

The importance of listening and responding to

consumers

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Gather data

from both

direct feedback

lines (e.g.

website,

emails) as well

as from

indirect

sources (i.e.

social media

sites)

Define

categories and

category

groups that

reflect your

company’s

brand

attributes

Utilize

automated

systems and an

analytics team

to determine

areas of

opportunity

Determine

social approach

to respond to

insights

gathered in

analyzing the

data

Listening Guiding Principles

CollectCategorize Analyze React

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Define

Success

Establish

program KPIs

and determine

the currency in

which you will

define success,

ie eyes, minds,

wallets.

Valuation Guiding Principles

“Eyes”

Media Value

Impressions

ForwardsViews

Share Of Conversation

PostsVisit

s

“Minds”

Brand ValueRecognition

Favorability

Awareness

Association

Consideration

IntentAffinity

“Wallets”

Business Value

PurchaseRegistrations

Leads

Followers

Long Term Value

Fans

Pu

rch

ase

Aw

aren

ess

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The new deal

• Technology - Massive change – in which stage is your organisation?

• Transparency – but not at all cost

• Visionary – always in the lead

• Storytelling – open the door

• Listening – don‟t feed the trolls

• Paid - owned - earned

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The changing Media landscape requires media guardians

who can integrate campaigns where relevant

radio

magazines

Newspapers

„Advertising‟

online ads

outdoor

television

video sharing

social networks

blogs

Social Mediaforums

personal pages

bricks &

mortar

DM/CRM

mobile

email

corporate

website

Fashion

Shows

product

site(s)

campaign

site(s)

OWNED MEDIABOUGHT MEDIA

EARNED MEDIA

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Conclusion

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Brands must understand and seize the

opportunities

Revealing

Strategic

Insights

Driving

Commerce

Retail

Integration

Product

Development

Community

Building

Leveraging

Influencers

Sourcing

Content

Amplifying

Awareness

Activating

Employees

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Revealing Strategic

Insights

We now have access to the largest

reservoir of insights about our consumers

and brands

And media agencies are the right partners to help you do just that

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1.Investment in communities, social

media and utility communications

2.Increased focus on customer lifetime value

3.‘Real-time’ analytics to optimise ROI and customer engagement

4.Greater integration of disciplines

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Performance-based compensation with greater ‘skin in the game’

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‘Creative technologists’ developing branded, ownable products and services

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An acceleration of alignment and consolidation to deliver greater efficiencies

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Media agencies can help the advertisers in the new marketing ecosystem evolving from an exclusively paid model to a more complex paid/owned/earned model

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Why the Brand owner is still in the dirving seat

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Thank you for your attention

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