My Webcom Montreal 2009 Conference On 13 May took place the Webcom. I had the pleasure to present a conference I changed the title at the last minute and respond to constant demands of my fans (just kidding ... I know that Twitter has been off during this portion of the day I want to share the contents of the conference with those who could not be there), I propose you an excerpt from my notes.
Note that I added some words to make sentences a little more complete but I have not worked all under the traditional format of a ticket ... you must imagine that I am here and I tell you a story!
If you do not have enough and you want to know how Vallier Lapierre and I have compared the marketing 2.0 to Love, I invite you to listen to the post-conference interview.
So ... Let's go!
How crisis and Web 2.0 will change the way you do marketing!
The conclusion (so what!) Of my lecture is:
The collision between changes in how people consume, consumer behavior, and accessibility of web tools 2.0 for these same consumers are that your business must reinvent its business model and its ways of marketing.
That's the so what!
Let's put it in context ... talking and Web Marketing a moment ...
If you're my age or even younger you do not really use the Internet diligently at your LAC ... (Invented in 89 but having won the public interest in 94). For my part, I do my Masters in 2000 when he went there was the Internet but there was still no Facebook (founded in 2004 but only opened to all since Sept. 26, 2006), Twitter (founded in 2006 but popular since late 2007 early 2008) and blogs, although growth was not yet mainstream.
So in the last 5 years he has spent what ... where are we?
According to Universal McCann - There are over 200 million blogs and 2 times more people who read ...
Approximately the same number of Facebook accounts, 200 million.
According to eMarketer between 8-10 million profiles Twitter.
There are literally been an explosion of flavor 2.0 sites and use and it is normal that you are not comfortable completely with the impact of all this on your business model.
In parallel with this hyper-connectivity, there was an exacerbation of individualism.
As mentioned Marc Desjardins in a Facebook status - Just as the Web is a vast nutrient democracy ... so that is a potent stimulant of vanity.
You can always argue about where "our world goes' with your friends over a glass of wine, as entrepreneurs and marketers, you should see the trend and instead ask how you adapt your business to this reality.
The Marketing crisis
Until recently it's as if people assumed that abundance is normal and many people are heavily in debt, not just the U.S. but here too.
According to The Economist, one result of the crisis is that today's consumers seem to rebel against consumerism and the me-tu-vu.
Obviously one can understand the ras-le-bol to bonuses paid to executives of companies in difficulty as Abitibi Bowater, accounting scandals and the billions made to carmakers and more locally against seizures 'ethical and governance within our various levels of governments.
Moreover, according to a recent survey conducted by the Boston Consulting Group among 15,000 consumers over half of respondents say the U.S. and Europe that the crisis has increased over financial distrust of big business.
Finally, a study by Harris Interactive says that 66% of U.S. Internet users found that advertising agencies are responsible for the crisis because they influence people to buy things they can not not afford.
If one adds to this reality that:
"In 1965, 80 percent of adults Could Be Reached With Three 60 second TV spots. Today it Requires 117 prime time commercials to Produce The Same result. "
Jim Stengel, Global Marketing Officer, P & G
It becomes clear that we must move away from mass marketing as the sole communication tool.
So in that context, companies will increasingly show that they care about consumer concerns.
They should be more transparent because it will be increasingly difficult pour les marques de berner les consommateurs… ex : Loblaws (producteurs locaux et sacs « verts »), Bixi.
Par ailleurs, la confiance envers les grandes entreprises étant minée, les gens accorderont encore plus d’importance aux recommandations de leurs amis.
La crise accélérera donc le recours aux médias sociaux comme les blogues et les sites de réseautage social.
And you see the loop is looped The crash crisis ... and Web 2.0 ...
Again, your company must reinvent its business model and way of doing marketing.
ignored this reality at your peril!
But beware, social media, it's not snake oil.
Perso, suis tannée des gourous qui disent le Web 2.0 va sauver votre compagnie.
Tout doit être revu – Produit, Service à la clientèle, Prix, Distribution, Promotion, Communications, TOUT!
Je répète… ajouter du shopping en ligne, du blogging, SEO, SEM, Facebook, Twitter, alouette à votre mauvais produit ou votre mauvaise offre, ne le rendra pas bon ou relevant.
You do not have to change your website for only a blog but you may need to change your organization, your mission, your structure, how you make decisions.
At the tactical level - Three priorities.
Product
It must deliver what it promises. Period.
In a world increasingly clear consumers will be able to identify and avoid products ... disappointing. The new tools do not require the best marketing in the limited sense of "promotions" but demand for better products, better services, thus better organizations
That does not mean that there is more room for brands and products "mass" and that only the craftsmen survive ...
Here's an example:
The Converse All Star were born in 1917.
But today I can order them in color, pattern, shoe, etc.. I want ... this is the reinvention ... supply but also the production and distribution.
Results: Since 2003, the turnover of the company rose from 200 to 720 million dollars.
While "mass" within the meaning of average revenue for the average person no longer works - the "big idea" should be in the product itself.
Customer
The customer should be central to the organization, decisions, not the periphery ... Seems obvious ... You Patricia told me but it's a tactic that dates back 20 years ... Name me 5 companies there ... there ... that do that ...
Loblaws? Bell? Hydro-Quebec? Royal Bank? Your car dealer?
He is now gone are the days of good intentions it is now your survival as an organization of Stagger your brand with the needs of your customers.
The marketing department should become the voices that challenge the tradition that makes your company does not believe that bottom line et au prochain trimestre.
Par contre, encore une fois avant d’ajouter la sauce 2.0 à votre compagnie répondez aux questions suivantes…
Comme percevez-vous les appels de vos clients à votre service à la clientèle, les emails, lettres reçus?
Un problème ou une opportunité?
D’abord, est-ce qu’il y a moyen de vous parler ou est-ce une RVI de l’enfer? And you, as head of marketing, that's how long you have talked to a customer ... not in a focus group where you paid the "guinea pig" ... a true customer who called you ... how long you do not yourself ... responded to an email
Considering it increasingly difficult to reach customers in push (TV, radio etc.) is ... given the lack of attention we were talking about earlier ... it is amazing how hard it is to talk Business ... when a customer calls us it should be celebrating ... we can finally talk ...
Web 2.0 multiplies for customers to speak ... wonderful! Wonderful ... if only you are organized to meet them and discuss with them ... if you can be honest and if your employees are empowered to solve problems ...
If not ... and the answer is probably not ... We need to review all processes and systems and focus on the customer. Again, we must return to the base of the organization and its processes.
times I've talked about hyper connectivity as well as exacerbation of individualism. Several things have changed but not human nature ... 99.94% of our DNA is identical ... for better or for worse ...
While humans want?
Love, gratitude, sense of accomplishment, connections, respect.
And social media meet many of these needs. But we need your business "Truly Cares!
measures ...
passionately I hate the phrase that says: "I know that 50% of my marketing budget is spent in vain but I do not know which one!
revenues should communicate your mission and the marketing link between marketing and the results should be more clearly defined.
Building the brand should NOT be your number one goal. Build a product / service that meets the needs of your customers, generate revenue by making the brand and will not ... in reverse.
There must be a balance between creativity and analysis. It is important to have new ideas but not without measuring results.
In a post from February I talked to a study by Marketing Charts that over 50% of marketers do not use analysis tools for their online campaigns ... What sad news!
It seems that older monkeys (YOU) do not want to learn new tricks and old Marketers used to spend huge amounts of $ on advertising without being able to measure the impact of continuing to invest precious dollars without bothering to measure results so that's one of the strengths of internet marketing.
Also 62% plan to increase their spending on internet marketing ...
No thinking, just sheep who follow the trends!
It is high time that our profession will be a duty to plan, measure, fit, etc.. ROI Marketing should not be the exception but the rule.
All this need not be long, no need drive ... perfect, measure, adjust, repeat ... As tech start-ups!
Not sexy ... means that you possibly hire statisticians and analysts not just creative ... Means that you must talk to the real world ... not just to agencies by Means cons that marketing must become central to your organization.
And Web 2.0 in all this ... you can not ignore it ... but so do the exercise to integrate in your product and service rather than simply add it on top of an organization deficient.
Thanks ...
So, if you were in my conference and wish to add your two cents please certainly not.
In a different vein, if you want to know what was happening behind the scenes of this serious conference, go take a look at ticket Caroline Allard !
