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Avec Internet,il faut désormaispenser autrement

Henri Kaufman11 03 10

With Internet,we need to startthinkingdifferently


The new functionalities of the

World Wide Web are leading to

profound changes in our vision

of the world and the behaviour of

individuals – and consumers.

And by the same token in

their relationships with

brands.


Think differently


Thinking with the right-hand

side of your brain


We are now in a “Far West” period: space belongs to the first to grab it.


We are now in an era of surfing and constant flow


A flow that is moving ever faster, in real time, everywhere


« Internet sera partout. Comme l’air. On ne va plus parler « d’internet ». Ni d’« e.commerce ». Tout simplement, on sera en ligne 24 heures sur 24, 7 jours sur 7 grâce à nos systèmes mobiles géo-localisés, nos vêtements intégrant des puces RFID, nos jouets à l’intelligence artificielle, nos cerveaux »


We are all interconnected


Towards new Customer/Brand relationships

Companies will have to learn

to loosen their grip,

whether they like it or not


New consumers =

new behaviour


How to reinvent new Relationships with Customers:

- who are no longer loyal to the brand in the way they were “before”

- who are no longer won over by card-based loyalty programmes

- who no longer keep quiet unless spoken to

- who often have more Internet expertise than companies

- who want to be acknowledged and listened to

- who have ways of making sure that they are acknowledged and listened to

-,


Consumer as media


Customers no longer want dialogue with a brand or a website; they want dialogue with a real person.

Your brand no longer belongs to you. Your brand is

what people are saying and not you say it is.

-


Your brand’s welcome page is now the

Google search page.

And bad buzz can be referenced ahead of

your brand!


Allow your customers and your employees to

express themselves on your website.

Uh - oh…!

Let them express

themselves!Tom SMITH nous a aidé à conclure 10 contrats au cours du trimestre passé – moi je dis : on lui accorde une augmentation et un bureau avec plus de standing !

Je veux bien, Henry, mais cela va être un peu difficile – Tom n’est pas un de nos salariés, c’est un client.


Internet and social media: are

no longer options.

Internet IS a social medium


Become more

addicted than your

customers

Understand how social networks work by

experiencing them from inside, day by day


Commerce is being transformed into

e-Commerce

Internet is not an add-on … it is taking over.


Social networks e-Commerce


Let’s bet on the Web!

Join the community


L

Social networks invited in by the strategy of FDJ, the French national lottery company

A communication strategy with more impact


Totally fresh, amazing

new ideas


Google Goggles – les lunettes de GOOGLE


And you get the result a few seconds later:

And you get the result a few seconds later:

I recommend this book to “all those who no longer look for a job by

looking at the small ads, all those who no longer buy a product without

looking at the opinions of other consumers, all those who no longer

book a trip without looking for the lowest price, etc. etc”.


aa

Paying with your IPhone: Square


AUGMENTED CULTURE


When you look at a product on a website, Workit displays the prices on competitors’ websites!


When you visit a store, your IPhone tells you in real time what the prices are in competing stores


Βετα thinking


Should you devote 10 years’ work to developing a product completely?

Or

Should you devote two years to launching a product “under development” and ask its users to finalise it?

βετα : a simpler, quicker process more fit for purpose andwhich fosters customer loyalty

βετα involves a loss of control by companies


Try out tweet-commerce

Video


Really learn

about live marketing

by going on line to blogs

and

the websites of certain

companies


Zappos amazon

iPhone mystarbucksidea

1-800-flowersDellTwitter jetblue


Collective intelligence

More heads are better than just one

A idea that is shared is an idea that gets

better

open-coffee, bar-camps, down-up, canteen,

webinars…


New jobs:

Social Commerce ManagerCommunity ManagerWeb designer/authoriPhone developerEtc. etc.


The five key terms:

Real time

Conversation

Mobility

Ubiquity

Community


The Internet has changed everything

Things will never be the same again


Thank you!Hip ip ip

Google : henri kaufmantwitter : henrikaufmanFacebook : minurl.fr/bmrtel : 0607 372822

To be continued

http://www.henrikaufman.typepad.com/