1. 10 lundispour rattraperle train du digital DIGITAL KNOWLEDGE IN THE DIGITAL AGE:THE CONSUMER POINT OF VIEWJolle Liberman DATEGRIE RESEARCH 2013

2. 10 lundispour rattraperle train du digital DIGITAL KNOWLEDGE IN THE DIGITAL AGE:THE CONSUMER POINT OF VIEWJolle Liberman DATEGRIE RESEARCH 2013 3. 10 lundis pourrattraper le train dudigital DIGITAL KNOWLEDGE IN THE DIGITAL AGE:THE CONSUMER POINT OF VIEW Jolle LibermanGRIE RESEARCH 2013 4. A world of Too Much10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 5. A world of Too Much10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 6. A world of Too Much10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 7. A world of Too Much10 lundispour rattraperle train du digital Too much choice kill the choice A feeling of overabundance generating a real mindet of zapping Zapping is an answer to our marketing approach everything is there, ready to be plucked General demand for anew kind of relationship between the actors The need for explicit added value is everywhere Less brand addiction: a more challenging approach GRIE RESEARCH 2013 8. A marketing approach too muchinspired by other brands or with10 lundis pourshallow added valuerattraper le train dudigital GRIE RESEARCH 2013 9. A marketing approach based onthe idea that we have to create10 lundispour new consumer needs rattraperle train du digitalGRIE RESEARCH 2013 10. A marketing approach that reaches business goals 10 lundis pourless and lessrattraper le train dudigitalGRIE RESEARCH 2013 11. 10 lundispour rattraperle train du digital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 12. Sectors with an urgent need for a better connection with reality 10 lundispour rattraperle train du digital GRIE RESEARCH 2013 13. Advertising approaches disconnected from consumer10 lundisexpectationspour rattraperle train du digitalGRIE RESEARCH 2013 14. A basic need and a huge challenge10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 15. A new zapping attitude10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 16. A new kind of frustrationgenerated by overstimulation10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 17. A new marketing situation basedon the obligation to manage10 lundispour rattraperfrustrationle train du digital GRIE RESEARCH 2013 18. Frustration of people ignored by marketing10 lundis pourrattraper le train dudigital GRIE RESEARCH 2013 19. The gap between loyalty andhabit10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 20. A new kind of relationship with consumption between10 lundispouranorexia and bulimia rattraperle train du digitalGRIE RESEARCH 2013 21. A marketing approach disconnected from the real world, 10 lundisA strong demand for a co-pour rattraperle train du digital marketing approach THE POWER is not (only) in the hands of marketing anymore A strong need for DIALOGUE and dedicated solutions Guidance is key Engagement is key Emotion is key GRIE RESEARCH 2013 22. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 23. A new situation : a new global context 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 24. A new kind of situation :another vision of the future10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 25. A lot of questions about the future 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 26. A new mindset : invention of new solutions 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 27. A search for meaning10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 28. Invention of new solutions10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 29. New solutionsdisconnectedfromthe marketing10 lundisworldpour rattraperle train du digitalGRIE RESEARCH 2013 30. New solutions based on humanvalues such as solidarity 10 lundis pouror win-win dealsrattraper le train dudigitalGRIE RESEARCH 2013 31. In this new web context : 10 lundis pourrattraper le train dudigital- Emergence of new solutions disconnected from themarketing world- Real peer to peer mindset- Added value could come through social connection- Lack of meaning could be a reason to switch- Being more than a consumer is a goal A natural attitude of distrust on classic channels as such A real need of clarification A real situation of multiples "mes" with multiples channels GRIE RESEARCH 2013 32. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 33. A budget concerned mindset10 lundis pourrattraper I need to be an active player le train dudigital in my budget life I need to checkwhatthe brand says/ offers I need to challenge the price and the added value GRIE RESEARCH 2013 34. A budget concerned mindset10 lundis pourrattraper le train dudigital Consumers become SMART : they challenge the balance between value and money and they expect EXPLICIT ADDED VALUE or GRIE RESEARCH 2013 35. Beinga smart consumer is a hype10 lundispour rattraperle train du digital GRIE RESEARCH 2013 36. 10 lundispour rattraper Attention to budget is a must : le train du digital - Emergence of new attitudes : more active, more challenging How could we be smart together with the brand ? How could we define what a "fair deal is? What are the answers of the brands in mysearch for information & meaning ? GRIE RESEARCH 2013 37. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 38. A world where timeis scarce and precious!10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 39. A time schedule with incredible short-term pressure 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 40. A real marketing approach ofquality time10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 41. An advertising definition of time for us 10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 42. And real questions about long-term promises10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 43. A different relationship with timein a world of overstimulation10 lundispour rattraperle train du digital Time (FREE TIME) becomes somethingvery rare and verydifficult to organizeFor the consumer Quality time = time for meAccording to my own definition !GRIE RESEARCH 2013 44. A cognitive cost formula10 lundis pourrattraper le train dudigital Effortless is a key word Fluidity is the paradigm of timeGRIE RESEARCH 2013 45. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 46. A relational network in whichI am the hero 10 lundispour rattraperle train du digital GRIE RESEARCH 2013 47. Without real questions aboutthe border between real and 10 lundis pourrattraper le train du virtual lifedigital GRIE RESEARCH 2013 48. 2 worlds interconnected withdifferent tempos and rhythms 10 lundispour rattraperle train du digital GRIE RESEARCH 2013 49. I and the other me are the references10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 50. A world of me ,not a world of we 10 lundis pourrattraper le train dudigital Continuity of belongingis questioned too Loyalty can be be "serial" or "temporary". The border between OFFandONis questionedRelationship with socialmedia creates newstandardsGRIE RESEARCH 2013 51. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 52. An active search forinformation, right now,10 lundispoureverywhere rattraperle train du digitalGRIE RESEARCH 2013 53. An active search for information 10 lundispour rattraperle train du digitalThe modern attitude seems to be To actively take control of the flow Be the actor of ones own life!I decide !!! GRIE RESEARCH 2013 54. The web changed the way weGET information, not the NEED10 lundispour rattraper for infole train du digital GRIE RESEARCH 2013 55. Consumers make their ownmedia-plan THEY DECIDE!!!!!!10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 56. Brandreputationisbuiltthroughuncon10 lundispourtrolledchannels... rattraperle train du digital GRIE RESEARCH 2013 57. Information Influence takesoveradvertising 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 58. And its the same old song, butwith an incredible power 10 lundispourboost rattraperle train du digitalGRIE RESEARCH 2013 59. Reputation takesover image!10 lundispour rattraperle train du digital Kill electra bill!! electrabel=legalmafia!! GRIE RESEARCH 2013 60. Brand sustainability10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 61. Give guidance in a more openapproach10 lundis pourrattraper le train dudigital GRIE RESEARCH 2013 62. Information is not the brands privilege any more 10 lundis pourrattraper le train dudigital GRIE RESEARCH 2013 63. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 64. A new paradigm 10 lundis pourrattraper le train dudigital Could the next paradigm be: CGBConsumer Generated Brand?GRIE RESEARCH 2013 65. For instance; a brand where content is totally customer-10 lundis drivenpour rattraperle train du digitalGRIE RESEARCH 2013 66. CGB is already among us,and not only on the web 10 lundispour rattraperle train du digital Launching of the new GAP Logo: 4 October 2010 : launch of thenew logo 11 October 2010 : 725.000 fanreactions on the brandsFacebook page One week later: reintroductionof the historical logoGRIE RESEARCH 2013 67. CGB is already among us,and not only on the web10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 68. CGB is already among us,and not only on the web. 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 69. CGB is already among us,and not only on the web. 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 70. 3 main roles of the internet 10 lundis Whats pournewrattraperle train du digital GooglePure fun searchs (videos) Tripadvisor searchsPic Socialsharing networkingInspirationMusicGames Smart consuming BloggingDailyChat Series &newsmoviesHealthforumsMailsInformation role Communication role Entertainment role= USEFUL = SOCIAL = FUN=? =? ==? GRIE RESEARCH 2013 71. And a social media landscapestill growing and structuring10 lundispouritself rattraperle train du digitalGRIE RESEARCH 2013 72. The consumers live here andnowand seek answers 10 lundispour rattraperle train du digitalThink Touch Real Timepoints, notMore DemandingchannelsLittle Patience Blend Always-onInformation and REND ONE STEP FOURinspirationContextbecomes king GRIE RESEARCH 2013 73. Facebook and the other platforms 10 lundispour rattraperle train du digitalIn general, the feeling that mostinterfaces will be merging tocreate a unique platform forcommunication ex: MSNreplaced by Facebook chat, Chatalso available on Skype, picturesfrom Picasa to Facebook GRIE RESEARCH 2013 74. A fluid system for the liquidconsumer 10 lundispour rattraperle train du digital TRENDFOUR STEP TWOGRIE RESEARCH 2013 75. Fluid consumers usenon-linear decision making10 lundis pourrattraper processes le train dudigitalGRIE RESEARCH 2013 76. should I stay or sould I go ?10 lundispour rattraperle train du digital GRIE RESEARCH 2013 77. And a winwineasy/ fluid engagement system10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 78. 10 lundis pourrattraper le train dudigital CO-DISCUSSION CO-DEBATE What surprises me ? What did I confirm ? What are my questions ?GRIE RESEARCH 2013 79. Facebook: a universe with a real personnality and specific rules 10 lundispour rattraperle train du digital: the cool attitude See and Be seen = a place for me & my friends = a relationship Me my friendsStay in contactActivator of relationshipsShare moments & ideasHave fresh newsNeed to be in control of what I say- I show - I To be in parties,likeon my profile concerts, after partiesGRIE RESEARCH 2013 80. What are you afraid of? 10 lundispour rattraperle train duSPENDING TOO MUCH TIME ON FB IS digitalNOT SOCIALLY COOL? BRANDS FIGHTING TODANGEROUS FOR YOUR PRIVACY?GET INTO MY MIND?CONFIDENTIALITY?WHO ARE MY TRUEFRIENDS? SOCIAL SKILLS?LOOSING TIME?ADDICTION?COSIER ON FB THANIRL?GRIE RESEARCH 2013 81. In turn, Facebook is becomingour life barometer 10 lundispour rattraperle train du digital GRIE RESEARCH 2013 82. Brands on Facebook 10 lundis pourrattraper le train dudigitalBRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3ACTORS Het moet passen met wat ik op Facebook doe PERSONAL BRAND INTEREST VALUESFACEBOOK DYNAMICas a brand, the question is : which community to buildaround one of our core missions transposable to Facebooksspirit?GRIE RESEARCH 2013 83. 10 lundispour rattraperTHIS IS NOT JUST ANOTHER HIDDEN le train du digitalCOMMERCIALBRAND COMMUNICATION ON FACEBOOKSHOULD BE RELEVANT WITH THE DNA OFEACH OF THE 3 ACTORS PRESENTPERSONAL BRANDINTEREST VALUES1. THE VALUES OF THE BRANDS FACEBOOK 2. THE INTEREST OF THE CUSTOMER AND HISDYNAMICPEERS3. THE DYNAMIC ON FACEBOOK (fun, video sharing, networking, pictures mise en scne , events organization and attendance, with humor)GRIE RESEARCH 2013 84. Digital natives are already a yesterdays label10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 85. A new dealwiththe brand:more reactive 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 86. And they dont always mean tobe nice! 10 lundispour rattraperle train du digital GRIE RESEARCH 2013 87. CONCLUSIONS10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 88. Chicken or eggs ?!10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 89. A new challenge= a new deal ?10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 90. Are we brave enough to get rid of old point of views ?10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 91. And are we wise enough tokeep marketing gadgets at a10 lundispour rattraperle train du distance? digitalGRIE RESEARCH 2013 92. New brand relationship =understanding an ecosystem10 lundis? pourrattraper le train dudigitalGRIE RESEARCH 2013 93. New brand relationship = taking care of an energy10 lundispour rattraper capital?le train du digitalGRIE RESEARCH 2013 94. We need to work on specificity10 lundis and relevance pourrattraper le train dudigital GRIE RESEARCH 2013 95. We need to be empathetic and show it 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 96. Weneed to clarifywhowe areand whatour vision is10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 97. We must say thank you tothose who are with us 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 98. How couldweswitchfrom amonologue to a dialogue ? 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 99. Do we have to talk aboutshopping in all our10 lundispour rattraper conversations ?le train du digitalGRIE RESEARCH 2013 100. Whatis the limitbetweenreal conversation and blabla ?10 lundis pourrattraper le train dudigital GRIE RESEARCH 2013 101. Re-explore the classic toolbox with a fresh eye ?10 lundis pourrattraper le train dudigital GRIE RESEARCH 2013 102. Mutual R O IA new deal based on the concept of mutual R.O.I ? 10 lundispour rattraperle train du digitalGRIE RESEARCH 2013 103. The social media situation 10 lundispour rattraper1. A WORLD OF TOO MUCH: too much information on too many channels?le train du digital2. A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED TIME : It has to be fast and to the point . Or it has to be quality time.Facebook time = loosing time? = relax time? = social time?EVERYONE CAN BE AN EXPERT ON THE INTERNET: The impression that the balance of power is shifting. Do brands still master their image on the internet? In reality, a rather passive and opportunistic attitude of internet users in Belgium.MY OWN MEDIA PLAN: my own breaking news, TV shows in streaming, FFW function on my TV to skip commercials, download movies just out in the US GRIE RESEARCH 2013 104. A private world of me and my friends 10 lundispour rattraperle train du digital Group belongings, fan pages, networks, videos posted on my wall and all themessages I am sending to the world about my core values, strengthening mylinks with my networksMATURE TEENS AND ADULESCENTS ? :Internet as a game. Even practical information should be delivered in a fun and visually attractive way.DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON FACEBOOK IN PARTICULAR:Nobody can ignore those issues and should behave accordingly A WORLD OF LOOK-ALIKES :In shops as well as in banners on the internet, marketeers get their inspiration fromothers discriminating added-value should be crystal clear so as to allow proximity with a brandGRIE RESEARCH 2013 105. Information role =an active attitude 10 lundispour rattraperle train du digital Get more, in a lot less time The illusion of discovering the wonders of the world, and oftenending up realizing everybody has the same source A totally integrated information search that still requires guidance tobe efficient The new way to be in contact with brand proposals : = more comparison : a more challenging attitude : the feeling on the consumer side to be smart and less naive = more access to the brand spirit : new collections, advices, making of the commercials, pre salesGRIE RESEARCH 2013 106. Communication role = a dynamic attitude10 lundis pourrattraper le train dudigitalFor women, a two-way impact of the internet : it makes theirlife smoother, it also replaces meetings in real lifeFor teens, the natural way to communicate whenever andhowever they want, with their close friendsBlogging:several personal blogs per theme (holidays, parties,mangas) mainly for pic sharing (very young teens)or influential bloggers talking about cultural / musical / fashiontrendsCooking blogs or DIY blogs are also very popular amongwomenPersonal blogs have become quite useless after creation ofFacebook profilesBUT where to find them? Browsing is not easy and ishence limited to friends recommendations or majorwebsites with forums / blogs / news / advice sectionsGRIE RESEARCH 2013 107. TO DO LIST ...10 lundis We all need to change and show our understanding of thepourrattraperchanging world le train dudigital We have to accept that the know-how is not only in our handsanymore We need to give guidance as a sign of sharing expertise We have to show respect for people as own life experts : theconsum-actor We have to show empathy (real empathy) and We have to say thank you We have to accept the deal and do the job together GRIE RESEARCH 2013 108. TO DO LIST ...10 lundispour rattraperle train du digital We need to invent the dialogue of tomorrow We need to try and accept the risk of error We have to work on our specificities and our elements ofdifferentiation We need to be inspired by "bottom up" stories closer to real life We need to accept to "reset the story" of an evolutive worldGRIE RESEARCH 2013 109. 10 lundis pourrattraper le train dudigitalGRIE RESEARCH 2013 110. 10 lundispour rattraperle train du digital Joelle Liberman jliberman@egerie-research.beGRIE RESEARCH 2013