BDMA Congress 23 10 2014 - Hugues Rey - Marketeer in an organic World

• 1. MARKETEER INAN ORGANICWORLDBDMA CONGRESSHUGUES L. REY 9TH OF OCTOBER 2014

2. SET UP THE SCENEWE LIVE IN AN ORGANIC WORLD* +1.5 BILLION PEOPLE ARE INTERCONNECTEDTHROUGH SOCIAL & MOBILE PLATFORMS* PEER 2 PEER ORGANICDISTRIBUTION GOES MOBILE* SOFTWARE IS EATINGTHE WORLDAMAZON, NETFLIX, AIRBNBTHE AUDIENCE IS TRULY THEMEDIA 3. EACH PLATFORM IS A VILLAGEFB, LINKEDIN, TWITER 4. Audience is the new reach 5. Demographic Media Planning 6. Audience Planning 7. The power of Volume -Atlas 8. ALGORiTHMS SHAPETHIS ORGANIC WORLDGOOGLE : PAGE RANKFACEBOOK : EDGE RANKTWITTER : SPREAD RANK 9. 1% OF BRANDS HAVEAN ORGANIC REACH OF 84% (FB)FACEBOOKORGANICREACH2008 : 35%2012 : 16%2014 : 6% 10. CONTENT IS THE BEST ASSETFOR BOOSTING ORGANIC REACH 11. BOUNDARIES ARE BLURRINGADVERTISING vs CONTENTMEDIA USE IN 2013/14BRAND CONTENT : +88%NATIVE ADS : + 65% 12. Beating traditional communication by usingcreative formatsVS 13. Best practices examples 14. DATA DRIVEN & CONTENTPOWEREDSOCIAL MEDIA ?AUDIENCE IDENTIFICATIONFOSTER CONTENT 15. Break the SilosIntegrate in the global process 16. EARNED 23%CONSUMMER AND BRAND INTERRACTION(Source: Havas Media POE Study 255 Brands)2014 55% 22%23%2012 59% 19% 22%2011 58% 17% 25%41% from ARTICLES ETPRESS COVERAGEin the various media36% of EARNED MEDIASIMPACT comes fromOPINIONS of FRIENDS ANDFAMILY23% from OPINIONS ofSURFERS (blogs, forums,community networks, etc ...) 17. People perceptionTo what extent, do you trust the following forms of advertising ?Ambassadors and influencers are concentrated in the Top3! 18. Kelloggs Instashop1Snap photo + postwith #NyaSpecialKhashtag2 3Show phone tocashierGet special treat 19. Social is out of the SilosThe hashtag has unitedmarketing campaigns notonly across social networks,but offline as well 20. During Breaks, 2nd screen becomes first one-17% 47% -9%Programs that generate buzzsuffer less from zappingSource : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, ClubRTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5minPrograms buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ 21. Example: Hello Bank! & The Voice IntegrationLIVEINTEGRATIONOF TWEETS 22. 2 23. FILM 24. Plugins everywhereMarketingoperationsMarketingoperations onFacebookMain websiteMobile 25. ISHARE 26. I LIKE 27. IKNOW 28. Unique IDForrest Gump Tom HanksProgrammatic marketingSocial Graph(500 millions edges)Open Graph(40 millions objects)Knowledge Graph(1 billion entities)watchedForrest Gump(on YouTube)Cloud Atlas(on Flixster)Clmentwants to watchUnique IDCloud AtlasSchool friendsCoworkersJeanForrest Gump(on Allocin)(sponsored) 29. ExternalDataProgrammaticmarketingEngagementplatformConversionsEarned & Owned impactEffective & efficient Paid++++ ++ +DataManagementInformationMapMFGData IntelligenceBrand/products awareness 30. Decision-support insightsPaid mediaSolution:Establish facebookfan pages/GoT LicenseGoal:Use Facebook toincrease sales ofGoT season 2 DVD/ AmazonContext:Large amount ofdata thanks toMy Warner Mktgoperations 31. Games of ThronesPaid mediaFacebook Ads campaignWithoutInsightsfrom MyWarnerWith Insightsfrom MyWarner# clicks toAmazon1 261 7 971Costper click0,23 0,21 32. October 2014 Meta-DSP 33. CONCLUSIONS 34. The symptomPeople only care about 30% of brandsMost people would not care if 70% ofbrands disappeared...HM Intelligence BI 10/23/2014 page 39 35. The problem:The connection between most brands andconsumers today could be weakSYMPTOMSTHE CORE PROBLEMLow Perceived Value(Quality Outcomes)Poor Interactions(how we interact &communicate)RelationshipPeople - BrandIrrelevanceLack of TrustCommoditizationIndifferenceHM Intelligence BI 10/23/2014 page 40 36. What makes brandsmeaningful?Personalwell-beingPersonal OutcomesCommunicationsTalk, Think, TrustQuality InteractionsProductOutputsCollectivewell-beingCollective Outcomes 37. Meaningful Communicationsthrough Data & contentARE FUELED BY DATA, INSIGHTS & ROI-DRIVENPROVIDE PERSONAL & COLLECTIVE VALUESHARE A BRAND STORYCONNECT EXPERIENCES ACROSS ALL PLATFORMSIGNITE CONVERSATION & ACTION