marketing in 2012 (media aces feb 2011)
DESCRIPTION
Presentation delivered at the Media Aces Conference (Feb 7, 2011) on marketing in 2012, with a preview of the key events and concepts for 2011. What are the future trends for marketing and what are the implications for organizations. (slides mostly in French and some English)TRANSCRIPT
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Marketing en 2012
Minter DialT h e M y n d s e t C o m p a n y
Monday, 13 June 2011
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2011?
une petite introduction du contexte...
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CURATION =
L’art de filtrer le bon du mauvais
2011
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• “Curation”
• Groupes et filtres
• Social niche
• WikiLeaks impact en business
•
2011
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groupes et filtres
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groupes et filtres
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groupes et filtres
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droits ré
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Febr
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8, 2
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• “Curation”
• Groupes et filtres
• Social niche
• WikiLeaks impact en business
•
2011
Monday, 13 June 2011
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social niche
http://instagr.am/
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social niche
http://www.path.com/home.html
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social niche
http://www.apple.com/itunes/ping/Monday, 13 June 2011
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social niche
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social nicheLinkedIn for Gen Y
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social niche
http://www.meilleurcoiffeur.com/
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social niche
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social niche
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social niche
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social niche
LawPivotfor lawyers
Togethervillefor children
PoetsandQuantsfor business students
Focusfor businesses
Stack Overflowfor techies
Monday, 13 June 2011
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droits ré
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• “Curation”
• Groupes et filtres
• Social niche
• WikiLeaks impact en business
•
2011
Monday, 13 June 2011
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WikiLeaks
http://www.aftenposten.no/spesial/wikileaksdokumenter/article3985655.ece
In this undated file picture then OHB CEO Berry Smutny, is photographed in front of a model of a satellite in Bremen, northern Germany. (AP Photo/Dapd/ Frank Thomas Koch,File)
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2011?
$75BMonday, 13 June 2011
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2011?
Monday, 13 June 2011
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2011?
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
Monday, 13 June 2011
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5E’sessence
engagement
échange
émotionexpérience
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5E’sessence
engagement
échange
émotionexpérience
indice de
partageindice d’
influenceindice de
resonance
indice de
retourindice
sémantique
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droits ré
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
Monday, 13 June 2011
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0 20 4060
80
2010
2015
Email & Poste “New” Media
Pour 100 communications écrites
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
Monday, 13 June 2011
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S.E.M.
Relationship Buildingemail
ContentGenerationCustomer
Service
S.E.O.
CustomerIntelligence
Lead Generation
Locating Community
Business Intelligence
Community Manager
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droits ré
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
Monday, 13 June 2011
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Excellent
Very Good
Good
Fair
Poor
❏
❏
❏
❏
❏
✔
Marketing en 2012
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Marketing en 2012
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
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Usine
S.I.
Achats
Juridique
Finance
Exécutif
R&D
Distribution
Sales
Marketing
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Flexibilité
Network
Responsable
Data / Securité
Gratuit
Écoute
Proximité
Relations Humaines
Relationclient
Design
Usine
S.I.
Achats
Juridique
Finance
Exécutif
R&D
Distribution
Sales
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Conséquences
pour les entreprises, organisations et dirigeants
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Conséquences
1/ La marque doit gagner en
pertinence, émotion en interne comme à l’externe
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Conséquences
2/ Le DSI doit figurer “upstream” dans la stratégie marketing
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Conséquences
c u l t u r e
3/ Les Ressources Humaines doivent être engagées dans la démarche marketing
recrutement
formation
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@mdial [email protected]
+33 6 23 65 76 61Monday, 13 June 2011