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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)
Citation preview
Febr
uary
8, 2
011
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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edia aces -‐ 2
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Febr
uary
8, 2
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2011?
une petite introduction du contexte...
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CURATION =
L’art de filtrer le bon du mauvais
2011
Monday, 13 June 2011
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• “Curation”
• Groupes et filtres
• Social niche
• WikiLeaks impact en business
•
2011
Monday, 13 June 2011
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groupes et filtres
Monday, 13 June 2011
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Febr
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groupes et filtres
Monday, 13 June 2011
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edia aces -‐ 2
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Febr
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8, 2
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groupes et filtres
Monday, 13 June 2011
droits ré
servés m
edia aces -‐ 2
011
Febr
uary
8, 2
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• “Curation”
• Groupes et filtres
• Social niche
• WikiLeaks impact en business
•
2011
Monday, 13 June 2011
droits ré
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edia aces -‐ 2
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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
Monday, 13 June 2011
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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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edia aces -‐ 2
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Febr
uary
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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edia aces -‐ 2
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uary
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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?
Monday, 13 June 2011
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
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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
Monday, 13 June 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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0 20 4060
80
2010
2015
Email & Poste “New” Media
Pour 100 communications écrites
Monday, 13 June 2011
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edia aces -‐ 2
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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
Monday, 13 June 2011
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• marketing traditionnel
• community manager
• service à la clientèle
• département marketing
Marketing en 2012
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Excellent
Very Good
Good
Fair
Poor
❏
❏
❏
❏
❏
✔
Marketing en 2012
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Marketing en 2012
Monday, 13 June 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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edia aces -‐ 2
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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
Monday, 13 June 2011
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@mdial [email protected]
+33 6 23 65 76 61Monday, 13 June 2011