BRAND CONTENT

SOCIAL NETWORKS AND MOBILE PHONES IN THE MARKETING CHAIN

DENIS GAUCHER ADVERTISING DIVISION DIRECTOR

Thursday 8th December 2011

FRANOISE HERNAEZ FOURRIER HEAD OF STRATEGIC PLANNING

BRAND CONTENT
SOCIAL NETWORKS AND MOBILE PHONES IN THE MARKETING CHAIN

A transformation in business intelligence and surveys sector to accompany brands and agencies evolution in the use of WEB & MOBILE

The end of a separated organization Mixing of skills for a real 360 Increase of collaborative works

BRAND CONTENT
SOCIAL NETWORKS AND MOBILE PHONES IN THE MARKETING CHAIN

An integrated brand content in online and offline watch platforms :

BRAND CONTENT
SOCIAL NETWORKS AND MOBILE PHONES IN THE MARKETING CHAIN

Objective : a transformation of survey and monitoring

A spread of the monitoring scope A selective and qualitative approach of online monitoring More and more adapted surveys to specific clients needs

SURVEY BRAND AND SOCIAL MEDIA

SOME LEARNINGS ABOUT GOOD PRACTICES

Extract SOCIAL MEDIA SURVEY Source: KANTAR MEDIA 2011

Scope :
Food, automobile, banking & insurance, retail, energy, luxury and mode, technology, electrical goods, telecoms, transport, industry

Period :
2010 2011

Countries :
As a priority, the French market International benchmarks in Europe and US

Medias :
Viral videos and brand content, blogs, social networks, social media

SURVEY BRAND AND SOCIAL MEDIA

SOME LEARNINGS ABOUT GOOD PRACTICES
A strong disruption in the brands and consumers relationships :
A change in the expectations A change in the consumers status SOCIAL MEDIA A change of the dimension A change in the temporality A change in the state of mind A change in the brands status

Extract SOCIAL MEDIA SURVEY Source: KANTAR MEDIA 2011

SURVEY BRAND AND SOCIAL MEDIA

SOME LEARNINGS ABOUT GOOD PRACTICES
Web and mobile are more and more integrated in the relationship strategies
A mapping based on two axis : a structural one, which identifies the kind of main sender a functional one, which identifies the kind of relationship
EXCHANGE

LETS SPEAK !
BRAND

LETS LISTEN !
Appeal strategy
CONSUMER

Information strategy

LETS HELP !
Facilitation strategy
GIVE

LETS ENTERTAIN !
Adherence strategy

Extract SOCIAL MEDIA SURVEY Source: KANTAR MEDIA 2011

Special days LVMH

BOUYGUES TELECOM

Lancme - Visions of Beauty

Ecureuil.fr CEP

LETS SPEAK ! LETS HELP !

LETS LISTEN ! LETS ENTERTAIN !

Sncf - Omers voice

BUTAGAZ Tous en terrasse

FREE After sales service on Twitter

FLUNCH

MINI - A geolocalisation game

HONDA

Extract SOCIAL MEDIA SURVEY Source: KANTAR MEDIA 2011

8

IN SIGHT
NEW OPPORTUNITIES AND NEW STRAINS
Paradoxical dimensions and new stakes for brands :

Brands must be able to let go : they make conversation in real time and hold their new social connective functions Care of brands supremacy in their customer relationship, especially for social networks and mobile phone data

A stake in the companies organization : need to optimize the coordination between the different competence centers

THANK YOU !

www.kantarmedia.fr
http://twitter.com/kantar_media www.facebook.com/kantarmediafrance https://www.facebook.com/niceplanneur

@niceplanneur