Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas...
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Transcript of Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas...
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Brands and social mediaa forced marriage?
BABM 20Th Birthday
Hugues L. Rey 9Th of OCTOber 2014
70 people (100% Digital)THE CHALLENGE: MeaningFul BrandsIntegration IN AN Organic Worldthrough an osep approach
The symptomPeople only care about 30% of brands
Most people would not care if 70% of brands disappeared...HM Intelligence BI 12/10/14 page 4The problem: The connection between most brands and consumers today could be weakSYMPTOMSLow Perceived Value (Quality Outcomes)
Poor Interactions (how we interact & communicate)
THE CORE PROBLEMPeople - BrandRelationship
IrrelevanceLack of TrustIndifferenceCommoditizationHM Intelligence BI 12/10/14 page 55Few car brands are really loved by most peopleOnly 2 out of the x car brands explored worldwide enjoy a strong consumer attachmentThese are brands people would really care if they dissapearedThey make a significant contribution to peoples quality of lifeThey engage consumers through meaningful interactions
Few car brands
What makes brands meaningful?
Personal well-beingPersonal OutcomesQuality Interactions
CommunicationsTalk, Think, Trust
Product Outputs Collective well-beingCollective OutcomesMeaningful Communications
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVENPROVIDE PERSONAL & COLLECTIVE VALUESHARE A BRAND STORYCONNECT EXPERIENCES ACROSS ALL PLATFORMSIGNITE CONVERSATION & ACTION
* +1.5 Billion people are interconnected through social & mobile platforms* PEER 2 PEER Organic Distribution goes Mobile* SOFTWARE IS EATINGTHE WORLDAMAZON, NETFLIX, AIRBNB
SET UP THE SCENEWE LIVE IN AN ORGANIC WORLDThe Audience is truly the Media
EACH PLATFORM IS A VILLAGE FB, LINKEDIN, TWITER
Audience is the new reach
Demographic Media Planning
Audience PlanningThe power of Volume - Atlas
GOOGLE : PAGE RANKFACEBOOK : EDGE RANKTWITTER : SPREAD RANKALGORiTHMS SHAPE THIS ORGANIC WORLD
FaceBookorganic reach2008 : 35%2012 : 16%2014 : 6%1% OF BRANDS HAVE AN ORGANIC REACH OF 84% (FB)
CONTENT IS THE BEST ASSET FOR BOOSTING ORGANIC REACH
media USE IN 2013/14 brand content : +88%native ads : + 65%BOUNDARIES ARE BLURRING ADVERTISING vs CONTENT
VSBeating traditional communication by using creative formats
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Oreo has therefore chosen to explore infinite possibilities to have fun with the cookies themselves.And while doing so, touching events that we care about.[top left = Spain won Euro Cup, soccer/football]Best practices examples
DATA DRIVEN & CONTENT POWEREDSOCIAL MEDIA ? Audience identificationFoster Content
Break the SilosIntegrate in the global processEARNED 23% CONSUMMER AND BRAND INTERRACTION (Source: Havas Media POE Study 255 Brands) 55%22%2014201259%19%22%201158%17%25%23%41% from ARTICLES ET PRESS COVERAGE in the various media
36% of EARNED MEDIAS IMPACT comes from OPINIONS of FRIENDS AND FAMILY
23% from OPINIONS of SURFERS (blogs, forums, community networks, etc ...)
To what extent, do you trust the following forms of advertising ? Ambassadors and influencers are concentrated in the Top3!People perception
If the UGC/Digital earned media is a fact, friends & family circles and editorial professional contents remains crucial in the people perception
25
Social Media there is a gapSource: IBM, From Social Media to Social CRM. What customers want.So whats your Social media mission?27
Kelloggs Instashop
Snap photo + post with #NyaSpecialK hashtag1
Show phone to cashier2
3Get special treatKellogg's new Special K was about to be launched. Recently there has been a rise in private labels copying its taste, appearance and packaging. he strategy was to open the world's first Instashop. We created a pop-up store where consumers only could pay with social currency. An Instagram photo with the hashtag #nyaspecialk was the payment for a box of cereal. The campaign exceeded all expectations in terms of results. During the one day the store was open it was seen by 250 000 people and a box of cereal was bought every other minute, spreading images of the new Special K on Instagram. Consumers posted personal Instagram photos about new Special K which helped to establish credibilitySocial is out of the SilosThe hashtag has united marketing campaigns not only across social networks, but offline as well
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, 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 During Breaks, 2nd screen becomes first onePrograms that generate buzz suffer less from zapping
-17%
-9%47%Example: Hello Bank! & The Voice Integration
LIVE INTEGRATION OF TWEETS
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Briefing: Being active and interact with Social TV users
Recommendation: Every day of the TV show, place #TopChef in first position in the Twitter trend.Each highlight of the show, a sponsored Tweet highlighted for relaying products cooked by candidates.
Results: 45 million views for the trend #Topchef, 780,000 Tweets AuchanWith a 6.7% engagement rateThe TOP CHEF case
The TOP CHEF case
37
FILM
I share
39
I Like
40
I Know
And last but not least, we also collect relationships data : whos friend with whom?We have access to our users social network, and you know the power of social recommendation41Plugins everywhere
Marketing operations
Marketing operations on FacebookMain websiteMobileUnique IDForrest GumpTom 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)
External DataProgrammatic marketingEarned & Owned impactEffective & efficient PaidConversions+++++++Data ManagementInformation MapMFGData IntelligenceBrand/products awarenessEngagement platformThe beauty is that each conversion yielding a new My Warner user brings new data into the system, enhancing more and more the brands programmtic buying: the brand can capitalize on its media buying, no more one shots
Decision-support insightsPaid media
Solution:Establish facebook fan pages/GoT LicenseGoal:Use Facebook to increase sales of GoT season 2 DVD / AmazonContext:Large amount of data thanks to My Warner Mktg operationsGames of ThronesPaid media
Facebook Ads campaignWithout Insightsfrom My WarnerWith Insightsfrom My Warner# clicks to Amazon12617971Costper click0,230,21
The Hangover Ads CampaignPaid mediaSolution:Establish video topics linked with the Hangover license
Goal:Increase awareness about the release of The Hangover 3 in TheatersContext:Large amount of data thanks to multipleMy Warner marketing operations
ResultsPaid mediaYouTube Ads campaignWithout Insightsfrom My WarnerWith Insightsfrom My Warner# views28,228129,736Costper view0.020.02
Conclusions
Brands & Social MediaUn Marriage dAmour !