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THE LANGUAGE of CONTENT
#wave8
THE LANGUAGE of CONTENT
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DIVERSIFIED
AGENCIES
GLOBAL MEDIA
AGENCIES
CREATIVE
NETWORKS
THE LANGUAGE of CONTENT
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La curiosité, générateur d’insights pour rendre les plans médias toujours
plus performants
Wave, né de la curiosité pour les réseaux sociaux,
THE LANGUAGE of CONTENT
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The Wave story
pre-’03
15 countries
7,500 respondents
2008
21 countries
10,000 respondents
2009
29 countries
17,000 respondents
2010
38 countries
23,200 respondents
2011
54 countries
37,600 respondents
2012
62 countries
42,000 respondents
2013
72 countries
49,600 respondents
2014
Social Visual Influence Business NeedsMotivation Brands
2012
2003 2004 2005 2006 2007
65 countries
50,000 respondents
Content
THE LANGUAGE of CONTENT
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Wave 8, une étude représentative du monde entier
Argentina
Australia
Austria
Azerbaijan
Belgium
Bosnia &
Herzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Croatia
Czech Republic
Denmark
Dominican
Republic
Ecuador
Egypt
Estonia
Finland
France
Germany
Greece
Hong Kong
Hungary
India
Indonesia
Ireland (ROI)
Israel
Italy
Japan
Latvia
Lithuania
Macedonia
Malaysia
Mexico
Netherlands
Norway
Pakistan
Paraguay
Peru
Philippines
Poland
Portugal
Puerto Rico
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovakia
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
Ukraine
United Arab
Emirates
United Kingdom
United States
Uruguay
Vietnam
65
countries
50,021
respondents
1.3bnrepresenting
active internet
users worldwide
THE LANGUAGE of CONTENT
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692,000
Slideshare
Views
THE LANGUAGE of CONTENT
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Film, musique, Séries, Romans;
les contenus n’ont jamais été aussi accessibles
Comment intéresser les gens avec du Brand Content ?
THE LANGUAGE of CONTENT
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THE LANGUAGE of 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
yourpointof
view
Provides
experiences
to share with
friends/
family
Useful &
something
that others
don'tknow
Helpsyou
indulge your
passions/
interests
Provides
useful info /
'howto' tips
Teachesyou
about the
brand
RELATIONSHIP DIVERSION LEARNINGPROGRESSION
Content I VALUE
Content I SHARE
Du point de vue du consommateur,
like et share diffèrent
RECOGNITION LEARNING
THE LANGUAGE of CONTENT
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We are
emotionally
invested in
the things we share
Le partage
est porteur
d’une charge
émotionnelle
THE LANGUAGE of CONTENT
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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
THE LANGUAGE of CONTENT
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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 & Charlotte
19 Avril - 19 Mai
THE LANGUAGE of CONTENT
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Le contenu fait partie de nos conversations au quotidien
THE LANGUAGE of CONTENT
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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
Shares
something
inspired by it
Shares
it 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…
THE LANGUAGE of CONTENT
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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%
THE LANGUAGE of CONTENT
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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%
THE LANGUAGE of CONTENT
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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%
THE LANGUAGE of CONTENT
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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%
THE LANGUAGE of CONTENT
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Le Blog de Betty
Interview récente dans Paulette
560 000 abonnés Facebook
114 000 sur Twitter
50 000 visiteurs par jour
Elle gagne entre 300 000 et 500 000€ par an et
a un contrat avec l’agence de mannequins IMG
THE LANGUAGE of CONTENT
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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
THE LANGUAGE of CONTENT
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PewDiePie
28 ans, 36 M abonnés, 7 Md de Vues, 2 000 vidéos, 4 M$ de revenus en 2013
THE LANGUAGE of 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
15%
26%
Expresses my point of view
Content I value Content I share
Partager, c’est adopter une stratégie de contenus
pour organiser l’expression de soi
13% 24%
THE LANGUAGE of CONTENT
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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 réseaux
sociauxa mûri
THE LANGUAGE of CONTENT
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Les réseaux sociaux, moins pour s’amuser
que 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 money
Make 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
THE LANGUAGE of CONTENT
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45%
46%
46%
47%
47%
48%
48%
49%
49%
50%
Hang out or waste
time
Have fun/be
entertained
Wave 6 Wave 7 Wave 8
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Share
knowledge
Make
money
Learn
something
new
Explore
the world
around me
Wave 6 Wave 7 Wave 8
DIVERSION
RELATIONSHIPLEARNING PROGRESSION
THE LANGUAGE of CONTENT
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SOSH
Répondre 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.
THE LANGUAGE of CONTENT
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La progression des items liés à l’apprentissage
pour 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
THE LANGUAGE of CONTENT
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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
%EverDone
Visit a Professional Social Networking Site
e.g. Linkedin, Xing
40% 42%
THE LANGUAGE of CONTENT
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L30
AMEX
THE LANGUAGE of CONTENT
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哈
哈
‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬
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AMEX
Visioner la vidéo
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Pour être présent dans les PME, Amex a développé l’idée
d’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 générer
du 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 sur
Facebook, et permet une augmentation significative du
CA des PME.
32
AMEX
THE LANGUAGE of CONTENT
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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 Friendsor
Family
Inspires
Entertaining orFun
Expresses yourpointof
view
Les contenus, il y a
un endroit pour ça :
le Smartphone
THE LANGUAGE of CONTENT
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THE LANGUAGE of CONTENT
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:*5
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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
THE LANGUAGE of CONTENT
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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
THE LANGUAGE of CONTENT
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:*5
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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
Hang out
or waste time
Relax
Read content
Watch content
Ward off boredom
Play a game
Manage
my life
Access information
quickly
Make a purchase
Find your way
Get something done
Organise something
Explore the world
around you
Learn
something new
Research
something
thoroughly
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION Wave 6
Wave 7
Wave 8
THE LANGUAGE of CONTENT
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:*5
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La croissance est portée par les applis
pensées 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
%EverDone
Download
an app
Share your
location
Use a
microblogging
service
THE LANGUAGE of CONTENT
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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
Hang out
or waste time
Relax
Read content
Watch content
Ward off boredom
Play a game
Manage my life
Access information
quickly
Make a purchaseFind your way
Get something done
Organise something
Explore the world
around you
Learn
something new
Research
something
thoroughly
0%
20%
40%
60%
80%
Make contacts
for work
Earn respect
Change opinions
Be creative
Organise something
Build your
career
Laptop
Tablet
Smartphone
RELATIONSHIP
DIVERSION
LEARNING
PROGRESSION
RECOGNITION
THE LANGUAGE of CONTENT
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Une équation “social needs + terminal” réussie
THE LANGUAGE of CONTENT
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http://viewwork.co.nz/awards/2014/tinnyvision/
Une lecture différente
selon les secteurs
THE LANGUAGE of CONTENT
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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 most
0% 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
THE LANGUAGE of CONTENT
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:*5
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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
0
1
2
3
4
5
6
7
8
9
More Desirable Remember It Spend Time
With
When an Alcohol brand inspires you
Hommes 25-34 ans
THE LANGUAGE of CONTENT
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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 une
information additionnelle sur la marque :
Cible : hauts revenus
Optimiser le Brand
Content en étant
ancré dans la vie
des gens
THE LANGUAGE of CONTENT
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Arrêtez les chatons !
THE LANGUAGE of CONTENT
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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
Share
Promotes 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
Teaches you
about the brand
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
THE LANGUAGE of CONTENT
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:*5
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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
Teaches you about the
brand
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
THE LANGUAGE of CONTENT
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哈
哈
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:*5
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“Comment évaluer
votre retour sur
investissement ? ”
La performance ultime
Earned
Media Value
(monétisé)
€
THE LANGUAGE of CONTENT
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A
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哈
哈
‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬
:*5
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THE LANGUAGE of CONTENT
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哈
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:*5
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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
Faves
Video Posts
Photo Posts
Promoted
Posts
Comments
Shares
Client’s Paid
Media Rates
Benchmark
Data
YOUR DATA KPI’S
PERFORMLY PROCESS
Agency
Paid Media
Insights
Assign
Earned
Value
Aggregate
Brand Emv
OUTPUTS
¤
¥
$
=
THE LANGUAGE of CONTENT
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Y
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哈
哈
‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬
:*5
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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
12,500
47,725 €
PROMOTED
STORY
10,000 € 10,000 €
47,725 €
THE LANGUAGE of CONTENT
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I <3
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4
:)
Y
O
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O
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Y
A
哈
哈
哈
‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬
:*5
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Performly, la possibilité d’évaluer l’ensemble des contenus
d’une marque
3,000 €
2,000 €
11,000 €
9,000 €
THE LANGUAGE of CONTENT
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I <3
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4
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Y
O
L
O
C
Y
A
哈
哈
哈
‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬
:*5
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P
K
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F
M
L
Une grille de lecture
pour optimiser les
stratégies de contenu
Thank you
http://wave.umww.com

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Wave 8 : Le Langage du Contenu par UM et Mediabrands France

  • 1. THE LANGUAGE of CONTENT #wave8
  • 2. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L DIVERSIFIED AGENCIES GLOBAL MEDIA AGENCIES CREATIVE NETWORKS
  • 3. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L La curiosité, générateur d’insights pour rendre les plans médias toujours plus performants Wave, né de la curiosité pour les réseaux sociaux,
  • 4. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L The Wave story pre-’03 15 countries 7,500 respondents 2008 21 countries 10,000 respondents 2009 29 countries 17,000 respondents 2010 38 countries 23,200 respondents 2011 54 countries 37,600 respondents 2012 62 countries 42,000 respondents 2013 72 countries 49,600 respondents 2014 Social Visual Influence Business NeedsMotivation Brands 2012 2003 2004 2005 2006 2007 65 countries 50,000 respondents Content
  • 5. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Wave 8, une étude représentative du monde entier Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam 65 countries 50,021 respondents 1.3bnrepresenting active internet users worldwide
  • 6. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 692,000 Slideshare Views
  • 7. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Film, musique, Séries, Romans; les contenus n’ont jamais été aussi accessibles Comment intéresser les gens avec du Brand Content ?
  • 8. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L
  • 9. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 yourpointof view Provides experiences to share with friends/ family Useful & something that others don'tknow Helpsyou indulge your passions/ interests Provides useful info / 'howto' tips Teachesyou about the brand RELATIONSHIP DIVERSION LEARNINGPROGRESSION Content I VALUE Content I SHARE Du point de vue du consommateur, like et share diffèrent RECOGNITION LEARNING
  • 10. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L We are emotionally invested in the things we share Le partage est porteur d’une charge émotionnelle
  • 11. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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
  • 12. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 & Charlotte 19 Avril - 19 Mai
  • 13. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le contenu fait partie de nos conversations au quotidien
  • 14. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 Shares something inspired by it Shares it 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…
  • 15. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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%
  • 16. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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%
  • 17. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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%
  • 18. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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%
  • 19. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le Blog de Betty Interview récente dans Paulette 560 000 abonnés Facebook 114 000 sur Twitter 50 000 visiteurs par jour Elle gagne entre 300 000 et 500 000€ par an et a un contrat avec l’agence de mannequins IMG
  • 20. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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
  • 21. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L PewDiePie 28 ans, 36 M abonnés, 7 Md de Vues, 2 000 vidéos, 4 M$ de revenus en 2013
  • 22. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 contenus pour organiser l’expression de soi 13% 24%
  • 23. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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
  • 25. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Les réseaux sociaux, moins pour s’amuser que 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 money Make 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
  • 26. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 45% 46% 46% 47% 47% 48% 48% 49% 49% 50% Hang out or waste time Have fun/be entertained Wave 6 Wave 7 Wave 8 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Share knowledge Make money Learn something new Explore the world around me Wave 6 Wave 7 Wave 8 DIVERSION RELATIONSHIPLEARNING PROGRESSION
  • 27. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L SOSH Répondre 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.
  • 28. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L La progression des items liés à l’apprentissage pour 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
  • 29. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 %EverDone Visit a Professional Social Networking Site e.g. Linkedin, Xing 40% 42%
  • 30. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L30 AMEX
  • 31. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L AMEX Visioner la vidéo
  • 32. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Pour être présent dans les PME, Amex a développé l’idée d’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 générer du 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 sur Facebook, et permet une augmentation significative du CA des PME. 32 AMEX
  • 33. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 Friendsor Family Inspires Entertaining orFun Expresses yourpointof view
  • 34. Les contenus, il y a un endroit pour ça : le Smartphone
  • 35. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L
  • 36. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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
  • 37. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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
  • 38. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Wave 6 Wave 7 Wave 8
  • 39. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L La croissance est portée par les applis pensées 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 %EverDone Download an app Share your location Use a microblogging service
  • 40. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchaseFind your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly 0% 20% 40% 60% 80% Make contacts for work Earn respect Change opinions Be creative Organise something Build your career Laptop Tablet Smartphone RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION
  • 41. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Une équation “social needs + terminal” réussie
  • 42. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L http://viewwork.co.nz/awards/2014/tinnyvision/
  • 44. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 most 0% 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
  • 45. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 0 1 2 3 4 5 6 7 8 9 More Desirable Remember It Spend Time With When an Alcohol brand inspires you Hommes 25-34 ans
  • 46. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 une information additionnelle sur la marque : Cible : hauts revenus
  • 47. Optimiser le Brand Content en étant ancré dans la vie des gens
  • 48. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Arrêtez les chatons !
  • 49. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 Share Promotes 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 Teaches you about the brand 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
  • 50. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Hiérarchiser selon les objectifs 0% 10% 20% 30% 40% Test produit Engagement Sets you a challenge Provides experiences to share with friends/family Teaches you about the brand 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
  • 51. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L “Comment évaluer votre retour sur investissement ? ” La performance ultime Earned Media Value (monétisé) €
  • 52. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L
  • 53. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 Faves Video Posts Photo Posts Promoted Posts Comments Shares Client’s Paid Media Rates Benchmark Data YOUR DATA KPI’S PERFORMLY PROCESS Agency Paid Media Insights Assign Earned Value Aggregate Brand Emv OUTPUTS ¤ ¥ $ =
  • 54. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 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 12,500 47,725 € PROMOTED STORY 10,000 € 10,000 € 47,725 €
  • 55. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Performly, la possibilité d’évaluer l’ensemble des contenus d’une marque 3,000 € 2,000 € 11,000 € 9,000 €
  • 56. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4 :) Y O L O C Y A 哈 哈 哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Une grille de lecture pour optimiser les stratégies de contenu