I am back to Wordpress on my domain name www.guillaumedugardier.com, please join me there from the 1st February 2013 on.
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This one below about mobile marketing has a good list of 15 website to visit if you're interested by the topic.
Forrester's analyst Nate Elliott published an article announcing the end of the POE segmentation we've been using since few years:
"Stop thinking about "earned, owned and paid." The concept of earned, owned and paid media shook many marketers from their slumber and helped them see a way past traditional channel-based marketing plans. But this model was never representative of the way customers used media; like "digital and traditional," it's a classification based on organizational convenience rather than on the customer journey. Our data show that customers turn to reach, depth and relationship channels at different stages of the life cycle -- regardless of whether those channels are digital or traditional, or whether they're earned or owned or paid."
The new model presented by Nate is now organized around the concept of RaDaR, say Reach, Depth and Relationship channels, considering all ways of interactions through the customer journey from the brand, depending on the focus of effort.
Definitely challenging and worth considering seriously...!
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This brings me back to the challenge we have to face in our daily business life as digital executives in order to help our collegues marketers understand the change brought by digital in todays' communication and economy. We deeply need guidances, inspiration, food for thoughts and insights to support us in our task as everything here is about "change management" and daring to leave the security and comfort zone we were used to leave in.
No later than yesterday, I've been confronted to a campaign failure, once again, not because of our agency (would be so much more easy to blame them systematically), but because of the difficulties to convince our marketers of the new way of working brought by digital... This is definitely the most complicated part of the job, for sure. New method, less control, different KPI's, no more messaging but rather conversation and engagement oriented campaign, not that much benchmarks, we do not have many concrete things to support us here I have to say...!
But now that I am definitely back here, I'll have many of these to share, looking forward to getting supportive insights !
This video is definitely a must seen if you're interested in getting a global overview of digital video trends world wide. It's an amazing 30 min. reportage from the Frenchweb team which will also let you discover very innovative startups.
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Before many things, organizing internal teams to embrace Social Media is definitely one of the key challenges.
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Running after fans or likers just for the sake of volume is not a final objective, everyone knows it. There are many ways to develop a community on Facebook, more specifically to work on engagement rate and, yes, sometimes, it make sense to work also on scale. FMCG brands like ours with pages as Ferrero Rocher, Nutella, Tic Tac are dealing every day with these issues: creating a qualitative experience for our fans, providing them relevant content, developing genuine interactions, sometimes services, and of course, what they are requesting so often, contest and coupons.
More complicated than the question of growing a community and developing interaction rates is the big never addressed question of inactive fans. How could we get them out of the page ? Why should we...? If a fan leaves a page without "unliking" it, which means that either he hides the updates in his feed, or he never gets back on the page, never interact in anyway nor read anything about our brand, nevertheless, he remains as an official fan in the global countdown. But do we want to keep him as a fan if, from his own point of view, keeping in touch with us is worthless...? How could we focus only on "active fans" rather than "generic fans" ? And would it bring more value to our community ?
There are several consequences for us in this issue, managers of big international or national pages... Let's take the case of our Ferrero Rocher International 16 millions fans page. Although they all decide alone to join the page and brought it at this amazing level - we did not invest anything in FBK Ads for this page, most of them just left the page as it was not manage initially by the brand, and then because it took us so much time to start really managing it correctly. Having the internal organisation ready to manage these kind of page is not that easy to achieve, but it's another topic for another post. So the situation as it is today, is that these fans have joined the page in the last 3-5 years, and no update has been made since that time in order to identify the active ones versus the inactive ones. This feature does not exist yet. You can join as many pages as you want, no matter if you don't ever visit them again, you're in the numbers of the page. Except if you take the action to "unlike" it. What probably 90% of people never do.
How can we manage correctly a FBK page if we do not know how many people are there ? All the performances ratio are wrong, the engagement rate also (PTY) as so many fans have left since a long time, the reach is dramatically low compared to the global volume of fans, the socio-demographics are wrong, well, there is nothing useful left for us. We don't know who really is in front of us in the community of our brand.
We need Facebook to develop a feature which will allow us to have a precise visibility on the active fans, let's say those who have been connected in the last 3 months with our page at least once no matter how. And we should be able to send inactive fans a message to ask them whether they are still interested by our brands, or whether they want to unlike us, and to force this in case of no answer. Because without this update on the real status of the fans structure, we won't be able to develop an adapted engagement program, we won't be in line with our fans expectations. We simply don't know who we are talking with. And for 16 millions fans pages, this can not last.
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In few weeks (10th october) I'll participate at Webit 2012 in Istanbul. Long time I've not been able to escape to participate to such an amazing conference, I think the last one was LEWEB11 in Paris. The most important for me there are the connections with pairs working on the same issues as mine, and sometimes also vendors of innovative online platforms...
The keynote topic I've proposed is following: "Social Media for FMCG brands or the absurd rush for the biggest community".
Working on this topic since several years, I do now have some strong convictions on how to define a social media strategy, how to support brands objective and how to bring concrete metrics in the loop to allow ROI oriented converstations...
Looking forward to getting live reactions there...
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After a break on blogging and a deeper involvment in microblogging an social media, it's I think a good time for me to get back to my first blog and start again exchanges on some of the issues I am dealing with in my business life as head of interactive media @ Ferrero.
We do have some big pages to manage on FBK, Ferrero Rocher, Nutella, some new interesting one in France as Tic Tac, Kinder, our Club-Kinder CRM program is also requesting a lot of attention and efforts... Some of these programs may definitely be good topics to walk the talk and see what other would want to say about them.
I also feel the need to escape from the daily overwhelming routine and seek for new thoughts, different point of views, and to learn again, hoepfully as much as when I did start here. The nine years which separate this post from the very first one are probably going to bring a new dimension, let's see how it's going to look like...;o)
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Today I am leaving the english speaking blogosphere after having a tremendous time with it since my first blog. But it's time for me to get back to the Frenchies, my professional universe has moved from the north to the sud and the italian sun, so it's a new step and a new adventure.
To make the bridge between both, I am digging in my native french language, and perhaps will I jump once into the Italian one ?
I keep a lot of great souvenirs and friends from the PR blogosphere, many good things happened, so I am hopping to bring the moovement with me on my new blog, www.guillaumedugardier.fr .
All the best to all of you !
Update: Since 2011 you can reach me on my LifeStream www.guillaumedugardier.com.
I've been attending today a full day seminar on eMarketing organised by the french Electronic Business group, with about 200 big accounts from Disneyland to Nescafe, Philips, L'Oréal Paris... and many others. It has been a long time since the last time I got so many insights bumping into my mind while attending such a conference I have to say, so the conclusion is that it was definitely worth attending.
Here are some of the insights I got from speakers and attendees, I'll quote the brands rather then mentioning the exact names of the people.
Session I : Speaking to your audience, at it's location (where it is located):
Cortal Consor said they are allocating 80% of their communication budget to the online world, within 2 main activities: display, search and affiliation.
Virgin Mobile explained the acquisition cost is less expensive online than offline. 90% of their investment online is dedicated to recrutement. They've made 2 campaign within Dailymotion and FaceBook at this stage. The idea was to give a participatory dimension to the brand, to go where the consumers are. One of the challenges : impossible to really estimate at this stage what the brand gets back.
Voyages-SNCF.com was very interesting: 25% of their revenu is generated online, which means 1.6 billion EUR, they've increased of 21% in 2007. Goal: doing 50% of their revenu online in the next 5 years. They want to reach the audience of young people, but this population request real content and "experience plus being in placed in a situation of meeting other people. Which life experience does SNCF bring to them ? The expectation is no more a speed one rather meeting people, life experience. Having wifi on the TGV-East led to new expectation from travelers who are demanding new services: this is leading to a new life experience. TGV brand is planning to launch a social network which will be called TGV Move, on the topic of mobility, meeting within sustainability values. Something else than traditional marketing has to be activated to ensure they can stay connected to the young audience which will be more and more key for them knowing that the french rail market will be open to competition in the next 5 years. To reach the young audience, SNCF has been staffing its team with young people who are talking the same language.
AOL: Internet has forced brands to accept dialogue with consumers and put their brands in the hands of consumers.
Session II: From media planning to cross-media
We got here the case of Mir (a wash brand belonging to Henkel) which was very interesting: they've been launching a buzz campaign via a website inviting people to vote at the time of the french presidential election for their favorite wash brand, creating candidates profiles and blgos for each of them. A special ad has been shooted for TV with a signature to get people back to the website, plus a set of very funny films featuring clothes describing the benefits of the wash brand behaving in a human way... Difficult to describe in text but very well done. Of course, all the communication sets in shops were also promoting the global campaign to reach the shopper. Mir's speaker described how difficult it was internally to get approval for this new kind of campaign but they succeed in getting the "go". They've also partnered with Yahoo! to sponsor a web tv shw and customize the home page to their campaign code.
Disneyland Paris Resort: the speaker was the VP Com Europe and he was really great. He shared his vision and understanding of the changes that had to be brought to Disneyland when he came and his story was definitely worth listening, He is starting with identfying precisely the brand DNA then he is following the process below:
1. Know your target, very well
2. Know what their media consumption is exactly
3. Know the steps of the buying process
From his words, coming to Disneyland Paris is all about living an experience, not about discovering a new attraction. It's about turning ordinary things into magic ones and to lead to dreams.
Regarding investments, 3 years ago, DPR was spending 1% of its advertising budget on Internet. Today it's 17%. The new websites has 25 millions unique visitors per year.
They've been producing a serie of shows with key stars for the the french TV around the idea of "tell us what your dreams are all about" in 2 minutes length interviews, of course the french TV have been more then keen to host these programs which were in fact presented as "sponsored by" rather then making pure ad placement as we are all doing in the vast majority. They've been creating a real content there.
The consumer has been placed back in the center of Disneyland. As a golden rule, he described the fact that we, as brand have the responsibility or our brand DNA, it's not the agencies which are working for us that have to do so. It's our mission.
He is by the way a strong believer in the fact that the agencies fee model has to be rethink from scratch and replaced by an incentive based one. Why should media agencies get 10% fee on their buying whatever successful the campaign they are orchestrating are ? The actual model is suffering from an internal competition within agencies services, each one fighting against the other to get the biggest part of the budget.
Internet is the only medium to be at the same time "medium and transactional".
L'Oréal Paris has been launching a website fully dedicated to people using iPhones to browse through it.
That's it for the first part, enough for today, back soon for the second part.
Globally, everyone was agreeing to admit that web 2.0 campaigns were experimentations at this stage and that no one was able to show any transformation ratio to the buying act. You can not measure precisely how many people bought your product because of a campaign hosted on the web (except of course of you're a pure web player). Those who have been experimenting Second Life campaigns have all been disappointed, what I can easily understand. I don't believe in SL neither, knowing that the reach is so low and the technical barriers so numerous.
Disclosure: that's not at any point a personal reflexion, it's just a summary of key points I've collected today, more in disorder than in any order... It's about keeping track of these discussions and talks before moving along to thinking.
This is the personal weblog of Guillaume du Gardier.
This blog reflects my personal opinions and never at anypoint express those of my employer.
I am actually Interactive Media Manager Western and South Europe at Ferrero for Nutella and the pralines porfolio (Ferrero Rocher, Mon Cheri, Raffaello, Pocket Coffee).
You can reach me via email at guillaume . dugardier @ facebook . com or on social hubs like Twitter, Facebook and FriendFeed.