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Marketing en 2012




                                                       http://www.spotshoppingguide.com/choosing-the-best-binoculars/
                                    Minter Dial
                             The Myndset Company
    February 8, 2011




                               minter@themyndset.com

Saturday, 12 February 2011
droits	
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                                                         2011?



                                                           une petite introduction du contexte...
    February 8, 2011




Saturday, 12 February 2011
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                                                         2011


                                                         • “Curation”
                                                         • Groupes et filtres
                                                         • Social niche
                                                         • WikiLeaks impact en business
                                                         •
    February 8, 2011




Saturday, 12 February 2011
droits	
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                                                         2011



                                                          CURATION =
                                                            L’art de filtrer le bon du mauvais
    February 8, 2011




Saturday, 12 February 2011
droits	
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                                                         2011


                                                         • “Curation”
                                                         • Groupes et filtres
                                                         • Social niche
                                                         • WikiLeaks impact en business
                                                         •
    February 8, 2011




Saturday, 12 February 2011
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     groupes et filtres
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Saturday, 12 February 2011
                                                                                                     groupes et filtres
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     groupes et filtres
droits	
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  -­‐	
  2011

                                                         2011


                                                         • “Curation”
                                                         • Groupes et filtres
                                                         • Social niche
                                                         • WikiLeaks impact en business
                                                         •
    February 8, 2011




Saturday, 12 February 2011
February 8, 2011         droits	
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Saturday, 12 February 2011
                                                                                                           social niche




                                 http://instagr.am/
social niche
    droits	
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  -­‐	
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    February 8, 2011




                                                         http://www.path.com/home.html

Saturday, 12 February 2011
social niche
    droits	
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    February 8, 2011




                                                         http://www.apple.com/itunes/ping/
Saturday, 12 February 2011
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     social niche
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                                          social niche
                                                                                                     LinkedIn for Gen Y
social niche
    droits	
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  -­‐	
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    February 8, 2011




                                                         http://www.meilleurcoiffeur.com/
Saturday, 12 February 2011
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     social niche
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     social niche
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     social niche
social niche
    droits	
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  -­‐	
  2011




                                                                            PoetsandQuants
                                                          LawPivot            for business students
                                                                                                      Stack Overflow
                                                            for lawyers
                                                                                                          for techies
    February 8, 2011




                                                                                                          Focus
                                                         Togetherville                                   for businesses

                                                             for children

Saturday, 12 February 2011
droits	
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  -­‐	
  2011

                                                         2011


                                                          • “Curation”
                                                          • Groupes et filtres
                                                          • Social niche
                                                          • WikiLeaks impact en business
                                                          •
    February 8, 2011




Saturday, 12 February 2011
droits	
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  -­‐	
  2011

                                                         WikiLeaks


                                                                                                                                        In this undated file picture then OHB CEO Berry
                                                                                                                                        Smutny, is photographed in front of a model of a
                                                                                                                                        satellite in Bremen, northern Germany. (AP
                                                                                                                                        Photo/Dapd/ Frank Thomas Koch,File)
    February 8, 2011




                                                             http://www.aftenposten.no/spesial/wikileaksdokumenter/article3985655.ece




Saturday, 12 February 2011
February 8, 2011    droits	
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Saturday, 12 February 2011
                                                                                                      2011?



                                                $75B
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     2011?
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     2011?
February 8, 2011   droits	
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  -­‐	
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Saturday, 12 February 2011
                                                                                                     2011?
Marketing en 2012

                                                         •   marketing traditionnel
    droits	
  réservés	
  media	
  aces	
  -­‐	
  2011




                                                         •   email

                                                         •   community manager

                                                         •   service à la clientèle

                                                         •   département marketing
    February 8, 2011




Saturday, 12 February 2011
engagement




                                                                    5E’s
    droits	
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                                                         essence                                   échange




                                                               expérience                émotion
    February 8, 2011




Saturday, 12 February 2011
engagement

                                                           indice de                  indice d’             indice de

                                                         resonance                  influence            partage




                                                                            5E’s
    droits	
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                                                          essence                                           échange




                                                                                                               indice

                                                                                                       sémantique
                                                           indice de

                                                          retour
                                                                       expérience                 émotion
    February 8, 2011




Saturday, 12 February 2011
Marketing en 2012

                                                         •   marketing traditionnel
    droits	
  réservés	
  media	
  aces	
  -­‐	
  2011




                                                         •   email

                                                         •   community manager

                                                         •   service à la clientèle

                                                         •   département marketing
    February 8, 2011




Saturday, 12 February 2011
Pour 100 communications écrites

                                                                0        20
                                                                                    40
                                                                                              60
                                                                                                       80
    droits	
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                                          2010




                                                         2015
    February 8, 2011




                                                                    Email & Poste        “New” Media

Saturday, 12 February 2011
Marketing en 2012

                                                         •   marketing traditionnel
    droits	
  réservés	
  media	
  aces	
  -­‐	
  2011




                                                         •   email

                                                         •   community manager

                                                         •   service à la clientèle

                                                         •   département marketing
    February 8, 2011




Saturday, 12 February 2011
Business
                                                               Intelligence   S.E.O.
                                                                                            S.E.M.
                                                    Lead
                                                  Generation
    droits	
  réservés	
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  -­‐	
  2011




                                                                                                      Locating
                                                                          Community                  Community
      Customer                                                             Manager
     Intelligence

                                                                                                  Content
                                                         Customer                                Generation
                                                          Service
                                                                                      Relationship
    February 8, 2011




                                                                         email          Building
Saturday, 12 February 2011
Marketing en 2012

                                                         •   marketing traditionnel
    droits	
  réservés	
  media	
  aces	
  -­‐	
  2011




                                                         •   email

                                                         •   community manager

                                                         •   service à la clientèle

                                                         •   département marketing
    February 8, 2011




Saturday, 12 February 2011
Marketing en 2012
                                                            cellent
                                                                      ✔
                                                                      ❏
                                                         Ex
    droits	
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                                                           ry Good ❏
                                                         Ve
                                                                      ❏
                                                            Good
                                                                      ❏
                                                              Fair
                                                                       ❏
                                                              Poor
    February 8, 2011




                                                                           http://www.impactfactory.com/uploads/CustomerServPrior2Jn1n.jpg




Saturday, 12 February 2011
February 8, 2011   droits	
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Saturday, 12 February 2011
                                                                                                     Marketing en 2012
Marketing en 2012

                                                         •   marketing traditionnel
    droits	
  réservés	
  media	
  aces	
  -­‐	
  2011




                                                         •   email

                                                         •   community manager

                                                         •   service à la clientèle

                                                         •   département marketing
    February 8, 2011




Saturday, 12 February 2011
Exécutif

                                                              R&D                        Finance
    droits	
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                                                                                              Juridique
                                                         Usine           Marketing
                                                                                               S.I.
                                                         Distribution

                                                                                      Sales
                                                                        Achats
    February 8, 2011




Saturday, 12 February 2011
Écoute
                                                                                                     Exécutif




                                                                                                                    Gratuit
                                                                             Design                                           Finance


                                                                                   R&D
    droits	
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  -­‐	
  2011




                                                                                                                             Data / Securité
                                                         Flexibilité                             Relation                                      Juridique




                                                                                                  client
                                                            Usine




                                                                                                                              Network
                                                             Proximité
                                                                                                                                        S.I.




                                                                    Distribution




                                                                                                                Relations Humaines
                                                                                         Responsable
    February 8, 2011




                                                                                                                     Sales


                                                                                            Achats




Saturday, 12 February 2011
Conséquences
    droits	
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  -­‐	
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                                                            pour les entreprises,
                                                         organisations et dirigeants
    February 8, 2011




Saturday, 12 February 2011
Conséquences
    droits	
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  -­‐	
  2011




                                                         1/ La marque doit gagner en
                                                         pertinence, émotion
                                                         en interne comme à l’externe
    February 8, 2011




Saturday, 12 February 2011
Conséquences

                                                                   2/ Le DSI doit
    droits	
  réservés	
  media	
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  -­‐	
  2011




                                                                   figurer
                                                                   “upstream” dans
                                                                   la stratégie
                                                                   marketing
    February 8, 2011




Saturday, 12 February 2011
Conséquences
                                                         3/ Les Ressources Humaines
                                                         doivent être engagées dans la
    droits	
  réservés	
  media	
  aces	
  -­‐	
  2011




                                                         démarche marketing

                                                         recrutemen
                                                                    t

                                                             formatio
                                                                     n

                                                              cult
    February 8, 2011




                                                                        ure
Saturday, 12 February 2011
themyndset.com                        minterdial.com   minterdial.fr


                             @mdial           minter@themyndset.com


                                      +33 6 23 65 76 61
Saturday, 12 February 2011

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