The ultimate guide to explain digital Презентация о том, как объяснять людям, что есть Digital

1. 1!
THE !
ULTIMATE GUIDE !
TO EXPLAIN DIGITAL!
(to my colleagues)!
Produced with love by
Gregory Pouy!
LaMercatique

2. 2!
This guide is a concentrate of a larger
presentation that I give to Top Executives
worldwide to help them better understand
digital and its impact on their company.!
This presentation is not dedicated to digital
professionals but to their colleagues.!
To discuss/have a coffee:!
gregory.pouy@lamercatique.com!
Twitter: @gregfromparis!
“!
”!

3. 3!
DIGITAL IS ON EVERYONE’S
LIPS & SEEMS LOGICAL
BUT…!

4. 4!
NOT EVERYBODY IS TALKING
ABOUT THE SAME THING!

5. 5!
DIGITAL DOESN’T MEAN
"FIXING COMPUTERS"!

6. 6!
DIGITAL IS NOT
A MAGIC WAND!

7. 7!
DIGITAL IS NOT (ONLY)
TWITTER, FACEBOOK &
YOUTUBE!

8. 8!
YOU NEED TO BREAK
DOWN THE SILOS!!
Companies still sometimes view “online” and !
“offline” as silos.!
Organizations are very often structured accordingly,!
which implies a complicated pathway for the consumer !
and different messages/experiences that are not connected.!
Silos also occur between countries, between services, between brands (in
groups).... These must be broken down.!

9. 9!
DIGITAL MAY SOUND
COMPLICATED!
You probably feel like
that person....!

10. 10!
BUT DIGITAL IS MUCH
LIKE… A PEN!
I often compare Digital to a Pen. It’s complicated in a!
company if you don’t know how to write – but you !
don’t get directions on how to use a “pen”. !
It should be the same for “digital” which is nothing more than a tool, used
in every way to ultimately make things easier.!
A initiation to digital is essential in the beginning though, because digital is
everybody’s job.!
If you disagree, this slide deck might prove you wrong... Sorry.!

11. 11!
DID YOU REALIZE THAT
THE WORLD IS FLAT?!
Thomas Friedman wrote this amazing book years!
ago and the expression has never been so true.!
Digital enables everybody to connect to anybody, anywhere in the
world. Which enables everybody to do business in a worldwide market.
But it also enables the consumer to choose from many choices.!
This has a major impact on business.!

12. 12!
IN AN ACCELERATED WORLD,
PLEASE SLOW DOWN!
In this fast environment, I know you may feel confused or lost and want to
race ahead... Please don’t.!
To be successful, you have to be well-prepared. This means focusing on
what your brand is really doing (building stuff is not an answer),
listening very carefully & focusing on your customers’ expectations.!
We will go into that in more detail in this presentation.!

13. 13!
" BRANDS NEED TO CHANGE THE
WAY THEY CHANGE "
Gary Hamel - Consultant!
At this stage, you have to make the move from "operational agility" (continue what you
are doing, but do it better) to “strategic adaptability".!
Strategic adaptability, by contrast, refers to a company's capacity to reconfigure its
underlying business concept.!
During its brief history, Amazon has morphed from a web-based bookseller, to an
online retail platform, to a digital media powerhouse and, most recently, to a leader in
cloud computing.!

14. 14!
LET’S FOCUS ON THE 6 MAJOR AREAS
OF IMPACT FOR BRANDS*!
*Digital is a bottomless pit and the objective here is to give an overview, not a detailed presentation on each subject!

15. 15!
THE MARKETING PERSPECTIVE!
CUSTOMER!
KNOWLEDGE!
PRODUCT
DEVELOPMENT!
A NEW
PERSPECTIVE!
MARKETING IS MOSTLY ABOUT LISTENING, NOT TALKING!
With people speaking freely on the web, it is possible for brands to
listen and gather data they never dreamt of having before.!
IT’S ALL ABOUT SUPRESSING CUSTOMER FRICTIONS!
A friction is a difficulty encountered by the customer experiencing a
product or a service.!
For both pure player & classic business, digital enables marketers to
reinvent and improve the experience.!
!
DIGITAL IS NOT A MARKETING REVOLUTION, IT BRINGS YOU
BACK TO THE BASICS!
Digital is not a race ahead, you need to have your basics in place
(values, sense of purpose, utility) if you don’t want to lose time &
money and engage with people.!
In a fast-moving environment, people are seeking out strong values.!

16. 16!
Big data is in everyone’s mouth. What’s powerful with!
connected objects like Nike Fuelband is not only the product!
itself, but the opportunity for people to self-quantify, and for the!
brand to gather all this data and transform it into valuable
knowledge.!
NIKE FUELBAND IS A CANDY STORE!
OF CUSTOMER KNOWLEDGE!
THE MARKETING PERSPECTIVE/!
CUSTOMER KNOWLEDGE!

17. 17!
NEST DISRUPTS....
THERMOSTATS !
From a static thermostat to an intelligent and
mobile system.!
Unfortunately, it is rarely the industry experts
that disrupt their own business. This happens
usually thanks to the people who think
differently…!
THE MARKETING PERSPECTIVE/!
PRODUCT DEVELOPMENT!

18. 18!
DON’T WAIT FOR A DOWNTURN IN
PROFIT TO ADAPT...!
Deep change in big companies usually happens when there is a downturn in profits.
By then, it’s already too late...!
As shown in the previous slide (music industry, Kodak), this is usually what happens...!
Amazon changed its business model in the absence of a crisis.!
It’s impossible to move as fast as the world around us but, again, being focused on the
customer’s needs should help.!
Do as the Army would : observe, orient, decide and act.!
THE MARKETING PERSPECTIVE/!
PRODUCT DEVELOPMENT!

19. 19!
PLEASE STOP LOOKING!
FOR “THE BUZZ”... !
On the average, marketers stay 18 months in a
given position and therefore want their
resumes to shine. This often leads to short-
term shiny operations and no long-term
strategic moves.!
Even though the web moves very fast, it also
has a memory and people will remember.!
Digital is not about racing ahead...!
THE MARKETING PERSPECTIVE/!
A NEW PERSPECTIVE!

20. 20!
THE HUMAN RESOURCE PERSPECTIVE!
RECRUITMENT!
COMMUNICATION!
ORGANIZATION &
MANAGEMENT!
IN A DIGITAL ERA, BRANDS NEED TO BE ADAPTABLE AT THEIR
CORE!
Organizations are built to be disciplined and we’ve learned that
turnover and efficiency are traditionally connected to routine.!
However, in a fast-moving world, organizations need people to be
resilient and able to adapt...!
ARE YOU SURE YOU USE THE BEST TOOLS TO
COMMUNICATE? !
Linkedin is not only a market place, it’s become a place where
branding is as important as anywhere.!
Linkedin also bought Slideshare, which enables companies or
individuals to show the world their expertise and points of view.!
“WHERE DO WE PUT DIGITAL?” ISN’T THE ONLY QUESTION
YOU SHOULD BE ASKING!
Digital is only a tool designed to be used by everybody. So you
should wondering how to digitalize the company, train the employees
and make sure they are adaptable.!

21. 21!
LOOKING FOR!
A BRAND MANAGER IN THE
BEAUTY INDUSTRY!
SO YOU WANT THE EXACT SAME
PERSON FOR THE JOB?!
For years, we’ve been told that efficiency was connected to routine,
however this is the exact opposite of being adaptable...!
This approach may be reassuring, but you’re not helping here and HR are at
the heart of any movement.!
!
So, maybe it’s time for you to think about a new job description and be
more open to look at resumes you wouldn’t even consider in the past...!
!
THE HUMAN RESOURCE PERSPECTIVE/!
RECRUITMENT!
[...] must have been a
brand manager in the
beauty industry [...] "

22. 22!
Ideas come from everywhere and we expect
everybody to have an idea.!
As a Manager you need to create a system
where people are comfortable to share.!
!
Marissa Mayer– Being at Google– CEO of Yahoo!!
“!
”!
THE HUMAN RESSOURCE PERSPECTIVE/!
RECRUITEMENT!

23. 23!
WALT DISNEY INTERACTS ON LINKEDIN
EVERYDAY!
The company provides business advice and tries to “stay fresh by
reaching out its followers at least once a day”.!
The key in achieving so much interaction is to provide people
value in the form of fresh content. Walt Disney’s approach to
has earned the company close to 200,000 followers on LinkedIn,
an impressive figure.!
THE HUMAN RESOURCE PERSPECTIVE/!
COMMUNICATION!

24. 24!
THE IT MEDIA GROUP ENCOURAGES
ITS EMPLOYEES TO HELP.!
The IT Group is a multi-media company specialized in C-level
marketing strategy for the IT sector.!
It has recognized the social reach of its employees, and
therefore encourages them to like and to share the company’s
updates with their networks. This helps grow the follower
base.!
THE HUMAN RESOURCE PERSPECTIVE/!
COMMUNICATION!

25. 25!
YOU CAN GET A LOT FROM INTERNAL
COMMUNICATIONS TOOLS!
The traditional intranet is top down and linear (and rarely visited other than for planning
one’s vacation time).!
Société Générale decided to launch an internal collaborative platform (SG
communities), which now counts 16,000 members from 19 countries who can share
their ideas, reshape each other's ideas, vote…!
This will help the most relevant ideas to emerge.!
This definitely helps the Bank’s digital transition, implementing new behavior such
as the “test, fail and learn” philosophy.!
!
THE HUMAN RESOURCE PERSPECTIVE/!
COMMUNICATION!

26. 26!
SO HOW DO WE ORGANIZE?!
The reality is that job descriptions are changing !
and it is hard work to properly integrate digital within!
an organization.!
To start off, it’s always good to have a digital team on hand.
They will help insure proper digital integration.!
But very quickly, this team should disappear and digital should
become in everybody’s toolbox (just like the proverbial pen).!
THE HUMAN RESOURCE PERSPECTIVE/!
ORGANIZATION!

27. 27!
WHO’S THE BOSS
HERE?!
Digital is very horizontal, whereas management
is still mainly vertical.!
This brings a new relationship to management.!
Experience is great in a flat world, but sometimes
the answer may come from a place you would
never expect.!
THE HUMAN RESOURCE PERSPECTIVE/!
ORGANIZATION!

28. 28!
THE CRM PERSPECTIVE!
CHANGE THE
MINDSET!
CUSTOMER
EXPERIENCE!
CRM ISN’T JUST A COST, IT’S YOUR MAJOR ASSET!
Let’s face it, CRM didn’t work. The result was an expensive
technology war generated by an attempt at avoiding any human
contact.!
You might feel that “being customer-focused” is hackneyed, but the
reality is that most business aren’t.!
At the end, ambitions are huge but efforts are weak.!
COMPANIES MUST GO BEYOND GOOD INTENTIONS!
If you don’t know what CX (Customer Experience) stands for, maybe
it’s time for you to get interested and hire a CX director.!
This also helps to reveal unmet customer needs.!

29. 29!
85% of firms have no systematic approach to
determine what a differentiated customer
experience is.
Forrester studies!
THE CRM PERSPECTIVE/!
CHANGE THE MINDSET!
“!
”!

30. 30!
Adopt practices that
enable the organization to
find broken customer
experiences, fix them, and
measure the results.!
THE CRM PERSPECTIVE/!
CUSTOMER FOCUS!
Source: Forrester – The Path to Customer Experience Maturity!
REPAIR! ELEVATE! OPTIMIZE! DIFFERENTIATE!
Adopt practices that make
good customer experience
b e h a v i o r t h e n o r m ,
adopting a consistent
framework for measuring
quality, and integrating
customer experience
thinking into the core
business process.!
Adopt practices that give
the organization a more
sophisticated toolkit for
customer experience, such
as modeling the relationship
between CX quality and
business results with
targeted employee training.!
Adopt practices that help
the organization define an
experience that is truly
unique by revealing unmet
customer needs, reframing
customer problems, and
r e t h i n k i n g t h e e n t i r e
c u s t o m e r e x p e r i e n c e
ecosystem.!
1 2 3 4
THE PATH TO CUSTOMER
EXPERIENCE MATURITY!

31. 31!
IT IS NOT JUST ABOUT HAVING A
FACEBOOK PAGE.!
Everybody is now talking about Social CRM, which basically implies that the
customer should be able to decide where & when he/she wants to exchange
with you (Facebook, Twitter, phone, mail...).!
!
Please don’t tell a customer – “Sorry, this Facebook page is not designed for
Customer Service, please call us” (yes, this happened to me).!
60%!
of companies
don’t respond to
customers via
social Media*!
*Even when they receive a direct question - Source: SalesForce Deck!
Sounds crazy, I know...!
THE CRM PERSPECTIVE/!
CHANGE THE MINDSET!

32. 32!
“BUT IF I START TO ANSWER, I WILL
RECEIVE MORE QUESTIONS”
!-A marketing director!
Probably, but it also means that your customer needs some answers.!
Remember that all those answers might be picked up by Google, when another customer
searches for them.!
But there are other economies of scale, such as offering the customer the option of
answering through a customer-based support platform.!
A phone company decided to give free credit to customers who were willing to supply
accurate answers to other customers.!
THE CRM PERSPECTIVE/!
CHANGE THE MINDSET!

33. 33!
BEST BUY WILL ANSWER YOU
24/7 ON TWITTER!
Best Buy created the Twelpforce, allowing its employees to respond right away to
any customer question.!
This initiative has helped increase trust. The customer, as well as the general
public, will remember: “If I have an issue, Best Buy will give me an answer”. This
is reassuring and probably partially explains why people continue to shop there.!
THE CRM PERSPECTIVE/!
CUSTOMER FOCUS!
TWELP!
FORCE!

34. 34!
STOP DECIDING BY INSTINCT AND
GET ORGANIZED!!
In order to fix experiences that had upset customers, Region Bank formed a
cross-functional team (made up of key decision makers and their lieutenants).
The group’s first mission was to create a detailed and effective system for ranking
projects.!
The team would need to meet on an ongoing basis to oversee the work they
would then approve.!
Barclaycard created the same type of organization, which has produced a
50% drop in complaint volume and a 28% decrease in customer attrition.!
THE CRM PERSPECTIVE/!
CUSTOMER FOCUS!
Source: Forrester – The Path to Customer Experience Maturity!

35. 35!
THE EDUCATION PERSPECTIVE!
INITIAL LEARNING!
PROFESSIONAL
EVOLUTION!
BUSINESS
TRAINING!
[RE] THINK THE WAY YOU THINK!
In a digital Era, Education is evolving fast because everybody can
learn anything online.!
It is also very important to understand that every kid should learn the
logic behind coding – Elementary schools in many cities have already
begun this, especially in China & India.!
WE ONLY HAVE EVOLVING CAREERS // WELCOME TO THE
SLASH GENERATION (MARKETER/BLOGGER/....)!
Your diplomas are cool but in our fast-moving world, it’s almost !
impossible to conceive of doing the same thing your entire life. !
This means that you will have to evolve fast, if not in real time.!
WANT TO KEEP YOUR EMPLOYEES? TRAIN THEM!
Training employees is always a good idea. It keeps them relevant,
but it also makes sure they’ll be loyal to the company.!
Digital can also provide cool ways to learn, such as through
gamification.!

36. 36!
The Victorians engineered a [schooling] system
that was so robust that it's still with us today,
continuously producing identical people for a
machine that no longer exists.!
!
Sugata Mitra – Education Researcher – Won 2013 Ted Prize!
“!
”!
THE EDUCATION PERSPECTIVE/
INITIAL LEARNING!

37. 37!
WHAT IS GOING TO BE THE
FUTURE OF EDUCATION? !
In 1999, India had a shortage of good teachers. Therefore, Sugata Mitra, an
education researcher, conducted an experience, installing computers connected to
Internet in walls. All by themselves, kids learned how to use them (and learned
English along the way), and then taught others kids.!
!
Since then, Sugata Mitra has worked hard and has presented a new project called
“A School in the cloud”, enabling kids to learn by themselves.!
THE EDUCATION PERSPECTIVE/
INITIAL LEARNING!

38. 38!
MOOCs:
MASSIVE, OPEN, ONLINE!
As you’ve probably guessed, MOOCs stand for Massive Open
Online Courses and this is major universities’ answer to
digitalization...!
Access to free courses has allowed students to obtain a level of
education that many could only dream of in the past. This has
changed the face of education.!
Coursera offers online courses from 33 top universities such as
Stanford, Berkeley, MIT or Harvard.!
!
THE EDUCATION PERSPECTIVE/
INITIAL LEARNING!

39. 39!
GAMIFICATION RESHAPES
CORPORATE TRAINING!
Deloitte has a academy aimed at 10,000 senior executives in over 150 companies and a
internal program for 200,000 employees, based on gamification.!
As Frank Farrall from Deloitte Digital describes it, “if you can gamify the process, you are
rewarding the behavior and it’s like a dopamine release in the brain. Humans like a
game”.!
!
It’s very interesting that gamification is being used, because these people have very little
time to spare. The classes need to be quick and easy to follow, even when you’re on the
move.!
The courses contain videos and downloadable content in order to make them easier to
absorb.!
THE EDUCATION PERSPECTIVE/!
BUSINESS TRAINING!

40. 40!
THE COMMERCE PERSPECTIVE!
E-COMMERCE!
RETAIL IS
CHANGING!
EMPOWERED
CUSTOMERS!
MAYBE IT’S TIME TO DROP THE “E”!
E-commerce represents around 5% of the global retail industry (8% in
the U.S.), which represent billions of dollars.!
Selling online changes everything from a CRM point of view. For
many brands, it is a way to finally know who the customers actually
are.!
RETAIL IS BEING DIGITALIZED!
Retail & digital are very complicated to separate. Digital brings traffic
into stores, retail can create business on digital & P.O.S. is becoming
digital.!
If nothing else, this helps to increase the transformation rate.!
IN A EMPOWERED CUSTOMER ERA, IT’S ALL ABOUT TRUST!
You remember this SoLoMo thing (Social, Local, Mobile)? !
As a matter of fact, smartphones are totally changing the way people
buy IRL (In Real Life). They can compare anytime, get lots of
information, or just call a friend to get advice.!
To win over the newly empowered consumer, you have to bring trust.!

41. 41!
SOMETIME E-COMMERCE DEVELOPS
WHERE YOU LEAST EXPECT IT...!
In Kuwait, some small brands are using Instagram as a
showroom, simply adding a price to a product and taking a
picture.!
Instagram doesn’t allow direct buying, but it does encourage
discussion between brands and customers.!
Sellers simply display a WhatsApp or Kik number (for low-
cost texting) and an email address to send in bids.!
THE COMMERCE PERSPECTIVE/!
E-COMMERCE!

42. 42!
CAN WE STILL TALK
ABOUT E-COMMERCE?!
I know some people are still engaged in this
nonsense battle between on & offline sales. But in
truth, the consumer decides what best fits his/her
needs.!
Most consumers will do research prior to buying an
item (Google “ZMOT” if you don’t know what it is).!
Digital is everywhere with mobile and makes it
possible to sell everywhere, 24/7.!
THE COMMERCE PERSPECTIVE/!
E-COMMERCE!

43. 43!
“OVERWHELMINGLY POSITIVE”!
Mercedes-Benz, financial department!
When the Financial Department describes a pilot as being overwhelmingly positive”,
you can be sure that the R.O.I. was….significant…!
Mercedes-Benz did a summertime pilot of using iPads in 40 showrooms across the U.S. !
With iPads in hand, car dealers were able to engage customers in a much more fun and
interactive way than ever when choosing their future car (colors, options…) and remained
by their side throughout the entire sales process. !
Since then, all 355 dealerships have been equipped.!
THE COMMERCE PERSPECTIVE/!
RETAIL IS CHANGING!

44. 44!
HOW TO TARGET PEOPLE
WHO ARE FAR FROM YOUR STORE? !
In South Korea, E-mart launched balloons that enable people to
connect to wifi and shop with them through discount coupons.!
They released these balloons everywhere in Seoul.!
As a result, it has increased its sales by 9.5% in retail and by 157% in
the online store (50,000 people downloaded the app).!
The video is here: http://www.youtube.com/watch?v=qHGejSWTmvw!
THE COMMERCE PERSPECTIVE/!
RETAIL IS CHANGING!

45. 45!
HOW TO CONNECT THE ONLINE
PREPARATION FOR THE RETAIL EXPERIENCE?!
It is very boring to prepare everything at home and then need to
reboot your experience when you arrive at retail...!
SK Telecom proposed a solution: a smart cart that allows you to
connect to the shopping list you made at home.!
Using this solution also supplies you with all the discounts and
coupons you can take advantage of.!
THE COMMERCE PERSPECTIVE/!
RETAIL IS CHANGING!

46. 46!
LET ME PRINT THAT
FOR YOU!
Amazon and its competitors are now competing on “same day
delivery” which is what the customer has come to expect.!
3D printing brings you, in the comfort of your home, same day
delivery and total personalization ; it will soon revolutionize
commerce.!
Projects of houses, cars, anything really, are being printed right
now.!
Designer Janne Kyttanen has already shared 3D shoes for
printing.!
THE COMMERCE PERSPECTIVE/!
RETAIL IS CHANGING!

47. 47!
THE COMMUNICATION PERSPECTIVE!
A NEW PARADIGM!
COMMUNICATE IN A
FLAT WORLD!
SMARTER
COMMUNICATION!
SORRY GUYS, ADVERTISING HAS CHANGED (FAST)!
Digital has totally changed the relationship between a brand and its
public (employees, clients, competitors, providers...).!
A brand is now totally porous and you’re not in control anymore.!
However, digital enables you to target most accurately, to create a
connection with different audiences & gather data!
WHAT DOES IT TAKE TO COMMUNICATE IN A FLAT WORLD?!
With Digital, whatever you do online will potentially be known
worldwide.!
Don’t even think of having a totally different strategy from one country
to another & also consider that once something is online, there is
no turning back.!
CONTENT WITHOUT CONTEXT IS IRRELEVANT!
It’s not only about serving great content, but also about understanding
that the customer’s context is even more important. !
This means that you should determine content in the format that best
suits the consumer’s current behavior.!

48. 48!
A NEW RELATIONSHIP
WITH ANY AUDIENCE!
Communication is probably the very first field that
comes to mind when talking about digital, as it is
totally changing the relationship between a brand
and its public (employees, clients, competitors,
providers, associations...).!
A brand is now totally porous and anybody can look
at the company from the angle of his or her choice.!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

49. 49!
DO YOU THINK YOU’RE IN
CONTROL? REALLY?!
It’s very new thing for customers to be able to express!
themselves (text, videos, photos) to so many people.!
!
This new paradigm changes everything: !
 Creating new conversational channels (88% of customers are influenced by reading
reviews).!
 Enabling the customer to share or not an ad or information with a broader audience.!
 Enabling customers to bankrupt a company with a video (even if this is a rare
happening).!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

50. 50!
A COMPANY CAN’T AFFORD TO
DEVELOP TOUCHPOINTS IN
SILOS!
Your communication needs to be integrated and I don’t care if
you’re using Vine, Instagram or Facebook. I want all your media
to work together and be consistent and unified.!
A consumer is not “on” or “off” line and your communication
shouldn’t be, either.!
!
Is it essential to point out that it would be useless to push the
consumer through a set of device-specific gates...!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

51. 51!
CHANGE THE NOTION OF
BEGINNINGS & ENDS!
A consumer has a pathway to your brand and it might not begin with the touchpoint
you’ve designed.!
Sometime it’s not even connected to your brand.!
For example, as Forrester points out, when Emirates conducted a detailed review of negative
airport experiences, it found that contradictory brochures and online descriptions skewed
customer expectations long before they were actually in the airport.!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

52. 52!
DON’T TELL ME YOU’RE FUNNY,
MAKE ME LAUGH!
This campaign from American Express is a great example of an!
integrated campaign. All the tools are working together towards one
common goal.!
It is completely integrated as every single kind of tool is used, from
lobbying to Facebook, to TV advertising and bags.!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

53. 53!
DO YOU THINK YOU HAVE A
CHOICE?!
All media are becoming digital.!
Hulu or Netflix are already transforming the TV experience, but you
can be sure that TV is almost already a Digital media.!
The same thing is happening to outdoor displays, shelves, POS
materials and so on....!
This means that you will need a new way to collaborate both
internally and with your agencies.!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

54. 54!
THE “PAID, OWNED, EARNED” MODEL IS DEAD.
WHAT’S NEXT?” Nate Elliot - Forrester!
This “Paid, Owned, Earned” media model has been explained to every
marketer, but as Nate points out, this model helps them to better understand
the new structure of media but doesn’t refer to the customer journey.!
It can’t be a good way to start, so what’s next?!
!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

55. 55!
BUILD YOUR PLAN AT
EACH STEP!
CONSIDER! EVALUATE! BUY! ADVOCATE!
McKinsey came up with this model a few years ago, which really sticks to the consumer
pathway.!
The consumer will first consider (see an ad, talk to a friend...), then evaluate (search for
reviews), and maybe buy. After the purchase, he might engage with the brand through his
experience of the product.!
!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!

56. 56!
CONSIDER!
EVALUATE!
BUY!
ADVOCATE!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!
For starters, you should put all your communication tools & touchpoints (on & off)
around that journey to see if it makes sense.!

57. 57!
WHAT ABOUT THE
PR INDUSTRY?!
As digital enables people to express themselves, some are
more visible than others. Some of these people have
become powerful and trusted by many.!
They need to be integrated, which first means identifying them,!
connecting with them a smart way and integrating the
communities they belong to.!
To access the “huge audience” communities, you’ll probably
have to pay.!
THE COMMUNICATION PERSPECTIVE/!
SMARTER COMMUNICATION!

58. 58!
ON THE SUBJECT OF R.O.I.....!

59. 59!
DIRECT
FINANCIAL!
LONG
TERM!
SHORT
TERM!
FINANCIAL
PERSPECTIVE!
!
(HAVE YOUR ACTIONS
INCREASED SALES ?)!
RISK MANAGEMENT!
!
(IN WHAT WAY(S) ARE YOU
BETTER PREPARED FOR A
CRISIS ?)!
DIGITAL PERSPECTIVE!
!
(HAVE YOUR ACTIONS ALLOWED
YOU TO REINFORCE YOUR
BRAND POSITIONING ?)!
BRAND’S PERSPECTIVE!
!
(HAS YOUR RELATIONSHIP WITH
YOUR CUSTOMERS EVOLVED ?)!
INDIRECT
FINANCIAL!
Source : Forrester !
THERE ARE DIFFERENT LEVELS OF R.O.I.!

60. 60!
DIRECT
FINANCIAL!
LONG
TERM!
SHORT
TERM!
FINANCIAL
PERSPECTIVE!
!
(HAVE YOUR ACTIONS
INCREASED SALES ?)!
RISK MANAGEMENT!
!
(IN WHAT WAY(S) ARE YOU
BETTER PREPARED FOR A
CRISIS ?)!
DIGITAL PERSPECTIVE!
!
(HAVE YOUR ACTIONS ALLOWED
YOU TO REINFORCE YOUR
BRAND POSITIONING ?)!
BRAND’S PERSPECTIVE!
!
(HAS YOUR RELATIONSHIP WITH
YOUR CUSTOMERS EVOLVED ?)!
INDIRECT
FINANCIAL!
AND DIFFERENT TOOLS TO ADDRESS THEM!
SEA!
SEO!
Affiliation!
Discount/
coupons!
Bloggers!
Social
Networks!
Display!
Retargeting
ad!
Communities!
Communities!Other
advertising!

61. 61!
YOU CAN IGNORE IT....
ACTUALLY NO, YOU CAN’T!
Whether you like it or not, this is happening.!
Most of the time, established businesses try to fight
against it and most of the time they are disrupted by
pure players.!
You can’t win the fight with a “frictionless for the customer”
solution. So you better embrace this idea now, if you
don’t want your business to disappear.!

62. 62!
READY?
I PROMISE IT WON’T HURT !!

63. 63!
THANKS!
!Gregory Pouy!
!gregory.pouy@lamercatique.com!
!http://www.lamercatique.com!
!@gregfromparis!