Post on 02-Dec-2014
description
Connect to the WorldWorkshop
By Palm+Havas team In synergy with the HAVAS network
Welcome
•Share and inspire
•A Canadian agency with organic links to the world• With in-depth Digital knowledge
•HAVAS
•We need to change the way we do things because the world is changing and it’s time for opportunities – it’s time to do things differently
Twitter: @martyboy008
Global power is changing
The economy is changing
Financial crisisThe old capitalist system needs to be reviewedGM uses surgical bankruptcy to survive
Social Evolution
•Barak Obama elected•1 in 8 U.S. married couples met online•11 million Facebook accounts in Canada
Consumers’ relationship with technology is changing
The media landscape is changing
Change = Opportunity
•Innovation•Strategic consultant•CONSUMER-CENTRIC•Using technological innovation to create value in people’s REAL lives and support the brand•Be 360, be integrated, be relevant•Get connected to the world - HAVAS
PALM+HAVAS = Canadian agency + organic links to the world
Havas: World trendsKnowledge
Best practicesCreativityResources
Speed, flexibility
Synergy
No geographical barriersSynergy with an HAVAS expert Create added valueSynergy creation with the network is now a reflex for PALMFor big ideas and big results
Planning
Integration
Innovation
Creative Cycle for Results
Savoir+Inspirer: Réflexion, Outils et Inspiration façon Palm+Havas
Innovation in the digital world
Martin Aubut, Digital leader, PALM+HAVAS
In synergy with George Gallate, Global Chairman, Euro RSCG 4D
It’s time for the industry to integrate GEEKS into the party…
•Twitter: @martyboy008 @palmhavas
•Background
•A Canadian agency with organic links to the world
• With strong Digital knowledge
•HAVAS:•Global•Innovation and best practice
•Innovation is key, when the world is going Digital
Innovation means a new way of doing
something
Plan: 360 – SMM – Mobile – Canadian – organic links to the world
Business models are changingLimited attention span
– Wants a unique experience on all devices– Does not want Ads but specific offers (profiling)
User behaviour is evolving – Multi-tasking, ID, platform– Visits a lot of websites; wants a
custom experience, personalization– Is now engaged and has an online
reputation (SMM)– Every user is a MEDIUM - tools– Wants to combine his/her content and
activities
Web as a platform– Data portability– Single ID (about me)– Applications – Content (semantic)
Web TV
Mobile
Retail experience
http://lady.openid.canoe.ca
75-61HS%
56- SP 8,1-IP 2.5%
Media innovation
•Economy of attention•Advertisers battle for attention:
•be different + be relevant + be worth it
•When you have their attention: •make it smart – make it fun, make it an unforgettable experience
• Advertainment is a marketing method that distributes advertising (commercial) messages via an entertainment content or format
Augmented reality
•
User + Idea + Strategy + Media +Measurement + Buzz
It’s not fake
http://ge.ecomagination.com/smartgrid/#/landing_pagehttp://www.youtube.com/watch?v=NK59Beq0Sew&feature=related
Advertise Generated Content
So many ways to communicate: human, cool
Digital supports Big Idea -- 360 – it‘s a really good story
Use innovation to create value
Digital Signage
Out of home + experience + WOW + play + support creativity
Web is a platform
Technology support + inspire creativity and give a better user experience
Trends•Data portability -- standard
•ID -- SSO•Content (semantics)
•Application standard•Web service •Widget
• Use Facebook Connect to login to an external Facebook application• Use data portability to exchange data between platforms• Better experience for users and potential profiling for the marketer• Will help distribute your content and brand on social media platforms to
create buzz
Data exchange between platforms on a permission basis
• Friends and pictures are transferred and my ID is used to access a Chat web service• For advertisers, less time needed to develop app and increased data
acquisition (simplicity)• Viral (people are media)
Social media - Next stepFuture: social media will be THE media
•Social applications will be everywhere•Multiple platforms: mobile, web TV•Measurement will be MAJOR•Twitter and Facebook will continue to grow in the short term•Social media will bring profiling to the next level
•Learning:•Keep it real – human •Work all platforms as a system•Everybody wants to be a star – give them the opportunities and guide them (Guru)•Logic objective – SMM is a long-term strategy
Mobile – What’s up
•56% own a mobile (QC) – World 60% - 2013 83%•8.1% Smart phone (QC) – 14% (US)•2.5 % iPhone (QC) -- (35% BB vs. 26% iPhone) US
Usage in QC•58% e-mail•37% TXT•37% Browsing – search
•Tks to TXT-Mktg conseils
http://www.cefrio.qc.ca/fr/documents/publications/NETendanc onees-2008--evolution-de-lutilisation-dInternet-au-Quebec-depuis-1999.html E-marketer
Mobile – What’ s up (Revenue)
• Revenue in Canada grew from $1.1 million in 2006 to expected in 2008 to $5.2 million/1,2Billion
• Positive– Massive investment from
Videotron and carrier on 3G– Google Android , Smart
Phone, Palm
• Challenges– Small size of the Mobile
Internet-enabled audience– Revenue-building
restrictions imposed by the current Carrier/Provider business model
– Moderate penetration of Smart Phone
– Education, standard, Skills– User experience (device)
Mobile is coolUsers :• An extension of your virtual life – always connected to your
content, your friends, your work, • Your tool to have a better life• Mobile is a sexy device that show your personality and
status
Marketer : • Measurability• Very immediate, targeted media
• Geo localization• Real time promotion
• Opt-in nature of the advertising (Permission marketing)• Use it as a person extension
Industry : growth• Move from one-off experimental campaigns to becoming
an important part of the overall Interactive marketing mix.
Mobile – is real time value• Use it as an innovation and e-pr capabilities• Integrate mobile as a part of the integrated
campaign base on the BIG IDEA• Think about content that the consumer wan to
bring with them• Think about real time, what is the benefit we can
give to the user now – apps, game, content , promotion
• Give the right target real value and make it fun• Respect the code (txt) and culture• Collect data step by step on a permission base
Quick start-- SMS - WAP
Campaign description:Mobext put together a Bluetooth action in Madrid’s Airport.
Twenty antennas were installed in different strategic points (waiting areas, luggage claim, etc.) enabling the downloading of applications, images and gifs of the new VW EOS, and offering the possibility of scheduling test drive.
Campaign description:Mobext created a web-based campaign to generate test-drive leads to the new C4 Pallas.
Web banners in different web sites enabled the prospect to insert his/her name, mobile number and zip code. The application automatically matched each zip code and delivered a SMS with the nearest dealer location for a test-drive.
# Technology: Web + SMS
GamesObjectives: • Position VW as an innovative brand• Generate leads for dealers• Book a test drive
• (GPS, Google map)
Positives:• Part of an integrated campaign• Good PR to spread the word to
influencers
Negative:• Platform was not that stable, brought
bad comments on the apps, could harm the brand
Results:• 820,000 downloads in 1 week• Top 1 Europe, Top 10 U.S. • 105 comments on the apps• Online coverage (buzz)• Number of test drives?
Applications – real time, real value
Innovation
It’s you;
Clients’ goodwillPALM+HAVAS employees’ creativityOur suppliers’ support and passion
Innovation, it’s us… Thank you!
Bonus – inspiration
Conclusion
•The world is changing •A Canadian agency with organic links to the world •With in-depth Digital knowledge