wave 8 : le langage du contenu par um et mediabrands france

THE LANGUAGE of CONTENT

#wave8


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DIVERSIFIED AGENCIES

GLOBAL MEDIA AGENCIES

CREATIVE NETWORKS


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La curiosité, générateur d’insights pour rendre les plans médias toujoursplus performants

Wave, né de la curiosité pour les réseaux sociaux,


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The Wave story

pre-’03

15 countries7,500 respondents

2008


2009


2010


2011


2012


2013


2014

Social Visual Influence Business NeedsMotivation Brands

2012

2003 2004 2005 2006 2007


Content


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Wave 8, une étude représentative du monde entier

ArgentinaAustraliaAustriaAzerbaijanBelgiumBosnia & HerzegovinaBrazilBulgariaCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkDominican RepublicEcuadorEgyptEstoniaFinlandFrance

GermanyGreeceHong KongHungaryIndiaIndonesiaIreland (ROI)IsraelItalyJapanLatviaLithuaniaMacedoniaMalaysiaMexicoNetherlandsNorwayPakistanParaguayPeruPhilippinesPolandPortugal

Puerto RicoRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTurkeyUkraineUnited Arab EmiratesUnited KingdomUnited StatesUruguayVietnam

65countries

50,021respondents

1.3bnrepresentingactive internet users worldwide


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692,000SlideshareViews


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Film, musique, Séries, Romans;

les contenus n’ont jamais été aussi accessibles

Comment intéresser les gens avec du Brand Content ?


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Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?BASE: Global

Expresses your point of

view

Provides experiences to share with

friends/ family

Useful & something that others don't know

Helps you indulge your

passions/ interests

Provides useful info / 'how to' tips

Teaches you about the

brand

RELATIONSHIP DIVERSION LEARNINGPROGRESSION

Content I VALUE

Content I SHARE

Du point de vue du consommateur, like et share diffèrent

RECOGNITION LEARNING


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We areemotionallyinvested inthe things we share

Le partageest porteur

d’une charge émotionnelle


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Source : Prophesee, 7 janvier au 14 janvier 2015

#JeSuisCharlie

1 million de citations en une semaine(7 au 15 janvier 2015)

http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map


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Source : Prophesee, 7 janvier au 14 janvier 2015

#RoyalBaby #Charlotte

Dés l’annonce de la naissance, la joie a fait place aux spéculations sur le nom du bébé. Ce sujet a engendré 1,5 million de conversations.

Tweets par jours : #RoyalBaby, Royal Baby & Charlotte19 Avril - 19 Mai


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Le contenu fait partie de nos conversations au quotidien


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Le partage, c’est la quête de reconnaissance

Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are happy (ticked 8, 9 or 10)BASE: Global

62%57% 56% 55%

41%

Makes an interesting

comment about it

Sharessomething

inspired by it

Sharesit with others

you know

Likes it/shows

appreciation

Shares it with others

you don’t know

% who are happy when someone responds to their sharing by…


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Être ignoré est vécu comme un bannissement

Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are unhappy (ticked 1, 2 or 3)BASE Global

% who are unhappy when someone responds to their sharing by…

28%

40%

Ignores it completely Unfollows / blocks you

15% 28%


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Partager, c’est porter un soin tout particulier à sa réputation

Q: Below is a list of statements. Please answer reflecting your opinion.Base: Global

“I would love to become famous online”

54 years-old

15%16 years-old

43%31% 7%


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Un monde dans lequel les Bloggers sont VRAIMENT influents

Q: Do you trust bloggers/vloggers opinions on products/services? [any agree]Base: Global

41%

45% 46%

I trust bloggers or vloggers opinions on products and services

Wave 6 Wave 7 Wave 8

31% 35%34%


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Une réalité encore plus forte dans la Twittosphère

Q: Do you trust bloggers/vloggers opinions on products/services? [any agree]Base: Global

46

56,5

Attitudes I trust bloggers or vloggers opinions on products and services

All Twitter (daily & More)

35% 51%


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Le Blog de Betty

Interview récente dans Paulette

560 000 abonnés Facebook114 000 sur Twitter50 000 visiteurs par jour

Elle gagne entre 300 000 et 500 000€ par an et a un contrat avec l’agence de mannequins IMG


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Lisa Eldridge, la nécessité aujourd’hui reconnue par les marques d’une relation tripartite

Sa chaîne YouTube réunit 1,1 million d’abonnés et comptabilise 86 millions de vues

Plus de 324 000 followers Instagram & plus de 130 000 sur Twitter

Sans oublier ses 298 000 fans Facebook

A chaque vidéo, plusieurs centaines de milliers de vues en deux semaines

Embauchée par Lancôme en tant que Directrice de création maquillage

LA MARQUE FACE AUX CONSOMMATEURS, ET PUIS LES BLOGUEURS, QUI DIGÈRENT

L’INFORMATION DÉLIVRÉE PAR LES MARQUES


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PewDiePie

28 ans, 36 M abonnés, 7 Md de Vues, 2 000 vidéos, 4 M$ de revenus en 2013


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Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others?BASE: Global

15%

26%

Expresses my point of view

Content I value Content I share

Partager, c’est adopter une stratégie de contenuspour organiser l’expression de soi

13% 24%


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RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION

Belong

Stay in touch

Share knowledge

Seek opinion

Explore

Keep up to date

Learn

Self-promotion

Change opinions

Express yourself

Earn respect

Make money

Build a career

Hang Out

Escape

Be creative

Have fun

L’usage des réseauxsociaux a mûri


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Les réseaux sociaux, moins pour s’amuserque pour apprendre et se promouvoir

Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] BASE: Global – Visited a Social Networking site in the last 6 months

Wave 6

Wave 7

Wave 8

0%

10%

20%

30%

40%

50%

60%

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION

Meet new people

Stay in touch with friends

Feel like you belong

Share knowledge

Share new experiences

Hang out or waste time

Have fun/ be entertained

Be creative

Make moneyMake contacts for

work

Change opinions

Promote yourself

Express yourself

Earn respect

Learn something new

Keep up to date

Explore the world around me

Seek other people’s opinions


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45%

46%

46%

47%

47%

48%

48%

49%

49%

50%


Have fun/be entertained


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Share knowledge

Make money

Learn something

new

Explore the world

around me


DIVERSION

RELATIONSHIPLEARNING PROGRESSION


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SOSHRépondre aux besoins des hyper-connectés (18-35 ans)

L’opérateur participatif

- Des forfaits sans engagement- Une nouvelle façon d’acheter son mobile- Une relation digitale et participative

La nécessité d’être réactif, gérer les clients et les informations, à l’aide de Community Manager / Supers Ambassadeurs.


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La progression des items liés à l’apprentissagepour les sites de partage de photos et vidéos

Q: “Please select which of them you think does a good job when you want to…” [Photo/video site e.g. Flickr, Pinterest, Instagram, YouTube, Vine] BASE: Global – Used a Photo/video site in the last 6 months

43%

33% 31% 28% 28%31%

27% 25%22%

Have fun/be entertained

Explore the world

around me

Learn something

new

Share new experiences

Keep up to date

Be creative Express yourself

Share knowledge

Change opinions

Wave 6

Wave 7

Wave 8


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Croissance des réseaux sociaux professionnels

Q: Thinking about using the internet, which of the following activities have you ever done?Base: Global

60%63%

Wave 7 2013 Wave 8 2014

% E

ver

Do

ne

Visit a Professional Social Networking Sitee.g. Linkedin, Xing

40% 42%


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AMEX


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AMEX

Visioner la vidéo


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Pour être présent dans les PME, Amex a développé l’idéed’un Small Business Saturday en 2010. Toucher les commerces de proximités et générer du CA.

Le Sénat reconnait officiellement cette journée en 2011.

Amex a mis non seulement à disposition des outils à destination des PME pour assurer leur promotion (Facebook, Twitter, Foursquare, in-store) et ainsi générerdu trafic en magasin. Mais c’est aussi une plateforme de contenus pour aider les PME à développer leur business et un investissement média pour soutenir cette opération.

1 fois par an, le SBS génère plus de 2 700 000 likes surFacebook, et permet une augmentation significative du CA des PME.

32

AMEX


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Youtube Facebook

When you share this content with others, which methods do you use to share it?BASE: Global – All Who Share Each Type of Content

À chaque motivation, un canal privilégié

Whats App, Snapchat

Twitter

Instagram

Blog

Share with Friends or Family

Inspires

Entertaining or Fun

Expresses your point of view

Les contenus, il y a un endroit pour ça : le Smartphone


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Plus de 80% des internautes en ont un

Q: Which of the following devices do you own?Base: Global

0% 20% 40% 60% 80% 100%

Desktop

Laptop/Netbook/Convertible Touchscreen

Full-sized Tablet e.g. iPad, Samsung Galaxy

Mini Tablet e.g. iPad Mini, Kindle Fire

Smartphone

Mobile Phone

Devices Owned

Wave 6

Wave 7

Wave 8


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44

,8%

73

,4%

84

,2%

Global

Une diffusion mondiale

Q: Which of the following devices do you own? Smartphone (e.g. iPhone, Android mobile, Windows Phone, Blackberry)Base: Global

Wave 6 7 8

34,7%

58,4%

77,5%

Brazil

36,6

%

68,4

%

81,8%

India

44

,1%

80,6

%

89,9

%

Spain

59,5%

90

,6%

99

,3%

China

41,3%

72,9%

85,4%

Italy

28,5%

62,4

%

72,7%

Russia

37,8%

69

,5%

76,5%

France

22,0%

46

,1%

57,9%

Japan

52,5%

77,3%

81,7%

United Kingdom

39,1%

74,3%

82,8%

Germany

44

,9%

66

,3%

83,1%

Mexico

43,8%

67,5%

76,7%

United States


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Un smartphone multi-fonctions

Q: “Please select which of them you think does a good job when you want to…” [Smartphone] BASE: Global – Own a Smartphone

0%

20%

40%

60%

80%

Socialise with others

Be creative

Have fun / be entertainment


Relax

Read content

Watch content

Ward off boredom

Play a gameManagemy life

Access informationquickly

Make a purchase

Find your way

Get something done

Organise something

Explore the worldaround you

Learn something new

Researchsomethingthoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION Wave 6

Wave 7

Wave 8


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La croissance est portée par les applispensées pour les mobiles

Q: Thinking about using the internet, which of the following activities have you ever done?Base: Global

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wave 4 2009

Wave 5 2010

Wave 6 2011

Wave 7 2013

Wave 8 2014

% E

ver

Do

ne

Download an app

Share your location

Use a microblogging

service


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Certains usages sont déjà plus “mobile” que PC

Q: “Please select which of them you think does a good job when you want to…” Base: Global - Own Each Device

Socialise with others

Share something

Have fun / be entertainment


Relax

Read content

Watch content

Ward off boredom

Play a game

Manage my life

Access informationquickly

Make a purchaseFind your way

Get something done

Organise something

Explore the worldaround you

Learn something new

Researchsomethingthoroughly

0%

20%

40%

60%

80%

Make contactsfor work

Earn respect

Change opinions

Be creative

Organise something

Build yourcareer

Laptop

Tablet

Smartphone

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION


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Une équation “social needs + terminal” réussie


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http://viewwork.co.nz/awards/2014/tinnyvision/

Une lecture différenteselon les secteurs


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Le cas de l’Alimentation sur une cible Ménagères

0% 10% 20% 30%

Provides useful information or 'how to'

tips

Teaches you about the brand

Inspires you

tells you something new and unexpected

Is entertaining and fun

Food content valued the most0% 10% 20% 30%

tells you something new and unexpected

Provides useful information or 'how to'

tips

Is entertaining and fun

Expresses your point of view

Is useful and something that other people don't know

Food content shared the most

How you share provides useful information

Face to Face

Social Network

Email


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Le cas de l’Alcool sur une cible Hommes 25-34

I'm usually the first of my friends/family to try new

products

Cible Hommes 25 34 ans

Completely agree 13,5 153

Somewhat agree 31,8 126

Neither agree or disagree 28,6 89

Somewhat disagree 17,7 91

Completely disagree 8,3 59

0

50

100

150

200

0123456789

More Desirable Remember It Spend Time With

When an Alcohol brand inspires youHommes 25-34 ans


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Produits de Luxe : les vertus du Privilège

Find Out More

Remember It

Try It

More Desirable

Feel Valued As …

Reccommend It

Buy It

Spend Time With

Detailed …

Effet produit par un contenu qui incite au partage :

Buy It

Detailed …

More Desirable

Feel Valued As …

Find Out More

Spend Time With

Try It

Remember It

Reccommend It

Effet produit par un contenu qui délivre uneinformation additionnelle sur la marque :

Cible : hauts revenus

Optimiser le Brand Content en étantancré dans la vie des gens


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Arrêtez les chatons !


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Wave 8 : cartographier les contenus

Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? / Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Remember it]

Base: Global

Awareness

SharePromotes Cause

Sets you a challenge

Person you are interested in

Connect with new people

Experiences to share

with friends & family

Something you can share with others

Is useful and something others don’t know

Express yourself

Entertaining & fun


Inspires you

Provides useful info / how to tips

Tells you something new and unexpected

Helps you indulge your passions and interests

Interesting or controversial and will spark debate


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Hiérarchiser selon les objectifs

0%

10%

20%

30%

40%

Test produit Engagement

Sets you a challenge

Provides experiences to share with friends/family


Entertaining & fun

Interesting or controversial & will spark debate

Q: “Which 3 statements best describes how this would make you feel about the company/its products/services?BASE: Global

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

RECOGNITION


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“Comment évaluervotre retour sur

investissement ? ”

La performance ultime

Earned Media Value

(monétisé)

€


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Comment ça marche ?

TWEETS RETWEETS

Promoted Trends, Etc.

TEXT POSTSCOMMENTS LIKES @REPLIES

Faves

Photo Tweets

Video Tweets

Social Performance Dashboard,

Monthly Reports & Expert Counsel

SHARES

Video Plays

Likes

Channel Subscribers

FavesVideo Posts

Photo Posts

Promoted Posts

Comments

Shares

Client’s Paid Media Rates

BenchmarkData

YOUR DATA KPI’S

PERFORMLY PROCESS

Agency Paid Media

Insights

Assign Earned Value

Aggregate Brand Emv

OUTPUTS

¤¥

$=


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Ai-je les bons contenus ?

EARNED MEDIA (TOUCHPOINTS) PRODUCED BY

ALL FANS

(NEW FANS & EXISTING FANS)

THANKS FOR THE

OUR POST RESONATED

TO THE TUNE OF

WORTH OF CONSUMER

TOUCHPOINTS

FANS GAINED FROM POST

12,50047,725 €

PROMOTED STORY

10,000 € 10,000 €

47,725 €


LOL

IMHO

TMI <

3

打酱油

リア充

12C4

:)

YOLO

CYA

哈哈哈


PKOI

FML

Performly, la possibilité d’évaluer l’ensemble des contenusd’une marque

3,000 €

2,000 €

11,000 €

9,000 €


LOL

IMHO

TMI <

3

打酱油

リア充

12C4

:)

YOLO

CYA

哈哈哈


PKOI

FML

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stratégies de contenu

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