thursday 15.25 mnd sandrine plasseraud renault
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Sandrine PlasseraudBrand Manager Small Cars & Customer Offers
Buzz your products and brand by engaging with key online influencers.
- How do you identify those influencers and engage with them ?
- How do you monitor the online buzz that they create around your product and brand ?
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www.sandrineplasseraud.com
“Emerging” Media and Effect they have on customer
behaviour
• Social Networking
• Online gaming
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“Emerging” Media and Web 2.0
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Netvibes – keep up with the rest of the world easily
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Facebook – What are your friends doing ?
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Twitter – what are you doing ?
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“Emerging” Media and Effect they have on customer
behaviour
User Generat
ed Content
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Consumers trust UGC
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36% wouldn’t buy a product with negative comments
online
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57% are influenced by online comments about a
product
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Product
Price
Place
Promotion
….
PARTICIPATION
Forget the 4 Ps !
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Blog me I’m famous !
• Andy Warhol, 1968 : “In the future, everyone will be world-famous for 15 minutes”.
• 2007 : “In the future, everyone will be famous to fifteen people”
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Viral and Buzz Marketing
• a satisfied customer tells 3 people about it• a dissatisfied customer tells 11 people about it
Identifying individuals with high Social Networking Potential can help you buzz your brand or your
products, especially online
Bloggers = influencers with high social networking potential
Bloggers – “Twitters” – “Facebookers” – etc.
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Twingo Concept
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Twingo Concept & Bloggers
A Viral Marketing Strategy in 2 Phases:
5 bloggers invited to the Paris Motorshow as “VIP” (29th September 2006)
Seeding operation targeting 30 bloggers (from the 30th of September)
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• 20 yrs old blogger
• design
• new technologies
• urban
Twingo Concept & Blogger 1
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• 30 years old
• viral marketing
Twingo Concept & Blogger 2
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• 25 years old
• viral marketing
• e-commerce
• internet
Twingo Concept & Blogger 3
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• 30 years old
• Famous DJ
• Music
• Travel
Twingo Concept & Blogger 4
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Twingo Concept & Blogger 4
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Twingo Concept – Seeding Operation
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Twingo Concept – Seeding Operation
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Twingo Concept & Bloggers - Results
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Twingo Limited Edition Nokia - Buzz
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Twingo Limited Edition Nokia - Buzz
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