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                                                                               Moscow
                                                                         April 2nd 2013
CONNECTING DIGITAL INFLUENCERS




                                 FRENCHWEB.FR
                                 LE MAGAZINE DES PROFESSIONNELS DU NET
Digital,	
  Social	
  &	
  Luxury	
  
    Helping brands
     to understand
  the future of digital
      & marketing




                                                                   6	
  trends	
  to	
  watch	
  in	
  2013	
  
                                                       HUBIns*tute|www.hubins*tute.com	
  	
  

                                                                                                  	
  www.hubins*tute.com	
  	
  ›	
  	
  Paris,	
  Moscow	
  &	
  New-­‐York
                                                                                                                                                                                	
  
©HUBIIns*tute.	
  All	
  rights	
  reserved	
  .	
  
#1	
  Tools	
  &	
  technologies	
  ARE	
  AMAZING…
…but	
  they	
  are	
  NOT	
  a	
  strategy
 


Digital	
  :	
  a	
  growing	
  number	
  of	
  possibili*es




©	
  HUB	
  Ins*tute	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBins*tute.com   3	
  
Sources	
  :	
  nov	
  2012-­‐	
  april	
  2013


Social	
  :	
  a	
  growing	
  number	
  of	
  territories
Panorama	
  of	
  the	
  latest	
  figures

                                        1.07	
  billion	
  ac*ve	
  members,	
  150.49M	
  UV/m	
  in	
  the	
  US,	
  55%	
  from	
  mobile	
  (604M)



                                        800M	
  UV/m	
  (123.6	
  M	
  UV/m	
  in	
  the	
  US),	
  4	
  billion	
  viewed	
  videos/day,	
  20%	
  traffic	
  from	
  mobile

                                        200	
  M	
  ac*ve	
  members,	
  36.8M	
  UV/m	
  in	
  the	
  US,	
  60%	
  from	
  mobile,	
  10M	
  members	
  in	
  the	
  UK,	
  5.5	
  M	
  members	
  in	
  
                                        France	
  (+53%	
  in	
  1year),	
  175M	
  tweets/day


                                        187M	
  ac*ve	
  members,	
  39.59	
  M	
  UV/m	
  in	
  the	
  US,	
  4M	
  UV/m	
  in	
  France


                                        500M	
  accounts,	
  135M	
  ac*ve	
  members,	
  625.000	
  new	
  users/day

                                        100M	
  ac@ve	
  users,	
  26.27	
  M	
  UV/m	
  in	
  the	
  US,	
  40	
  million	
  shared	
  photos	
  /day,	
  1.9	
  billion	
  viewed	
  pages/m,	
  	
  104M	
  
                                        UV/m	
  worldwide	
  (259.000	
  UV/m	
  in	
  France,	
  25.3M	
  UV/m	
  in	
  the	
  US),	
  8500	
  likes/second	
  &	
  1000	
  comments/second


                                        100	
  millions	
  blogs,	
  39.5	
  billion	
  total	
  posts,	
  17.7	
  billion	
  viewed	
  pages/month,	
  27.8M	
  UV/m	
  (sept	
  2012),	
  133	
  employee

                                        48.7	
  millions	
  members,	
  1.9	
  billion	
  viewed	
  pages/m,	
  	
  104M	
  UV/m	
  worldwide	
  (259.000	
  UV/m	
  in	
  France,	
  25.3M	
  UV/m	
  
                                        in	
  the	
  US

                                        25M	
  accounts,	
  8M	
  ac*ve	
  members

©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                                                                                                            4	
  
Social	
  is	
  not	
  going	
  to	
  go	
  away
   1/7th	
  of	
  the	
  world	
  popula*on	
  is	
  on	
  Facebook!
                                                                                          Facebook(Ac+ve(Users(
            1,000(

               900(

               800(

               700(

               600(
 Ac+ve(                                                                                                              Monthly(Ac+ve(Users(
  Users( 500(
(millions)(
               400(

               300(

               200(
                                                                                                              Daily(Ac+ve(Users(
               100(

                   0(
                    1Q09(             2Q09(             3Q09(            4Q09(             1Q10(   2Q10(   3Q10(   4Q10(   1Q11(   2Q11(    3Q11(   4Q11(   1Q12(   2Q12(


   ©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                5	
  
Keep	
  an	
  eye	
  on	
  Tumblr…
Blogging	
  is	
  back…




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   6	
  
Source	
  :	
  March 2013



Keep	
  an	
  eye	
  on	
  Tumblr…
Blogging	
  is	
  back…




1 0 0, 0 0 0, 0 0 0
                                                                                                Blogs
©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                             7	
  
Keep	
  an	
  eye	
  on	
  Tumblr…
Many	
  fashion	
  &	
  luxury	
  brands	
  are	
  on	
  Tumblr




                                                                                        http://burberry.tumblr.com




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                        8	
  
Source : Juillet 2012 : http://blog.instagram.com/post/28067043504/the-instagram-community-hits-80-million-users



Instagram
Photo	
  addic*on	
  anyone?




                                                                        100	
  Millions	
  users	
  (VS	
  6M	
  24	
  months	
  ago!)




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                                                          9	
  
hmp://line.naver.jp/en/	
  


Pinterest…	
  get	
  ready	
  to	
  pin	
  the	
  web
One	
  of	
  the	
  new	
  plalorm	
  to	
  watch…




                                                                                                                                                            More	
  
                                                                                                                                                            info




                                                                           Design,	
  decora*on,	
  Shopping,	
  Fashion,…

                                         83%	
  of	
  members	
  are	
  women	
  in	
  the	
  US	
  (but	
  only	
  44%	
  in	
  the	
  UK)

                                                                                                48.7	
  M	
  users	
  worldwide



©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                    10	
  
Source	
  :	
  Feb	
  2013	
  hmp://www.reuters.com/ar*cle/2013/02/21/net-­‐us-­‐funding-­‐pinterest-­‐idUSBRE91K01R20130221	
  
                                                                                                                                                                                                                                      	
  



Have	
  you	
  heard	
  about…
Line?




                                                                        100M	
  members	
  worldwide	
  (40M	
  in	
  Japan)


©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                                                                    11	
  
hmp://www.youtube.com/watch?v=TPE6D7xjKXo	
  
                                                                                                                                                                              	
  


What	
  will	
  happen	
  when	
  everything	
  get	
  connected
Ex	
  :	
  Connect	
  your	
  plants	
  with	
  Parrot	
  Flower	
  Power




                                                                                      A	
  wireless	
  Bluetooth	
  low-­‐energy	
  sensor	
  for	
  your	
  
                                                                                      plants	
  that	
  will	
  inform	
  you	
  of	
  their	
  needs	
  thanks	
  
                                                                                      to	
  a	
  dedicated	
  applica*on.


©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                                                         12	
  
hmp://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded



The	
  Connected	
  TV	
  




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                               13	
  
hmp://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded



The	
  Connected	
  TV
Or	
  Connected	
  Audience	
  watching	
  TV	
  (thanks	
  to	
  a	
  2nd	
  screen)




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                              14	
  
hmp://www.youtube.com/watch?v=WValEsWR3R0	
  


Connected	
  furniture,	
  object	
  et	
  smart	
  appliances
Ex	
  :	
  Connected	
  Cars




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                          15	
  
hmp://www.youtube.com/watch?v=9c6W4CCU9M4	
  


Get	
  ready	
  for	
  many	
  other	
  connected	
  devices
And…	
  Connected…	
  people…


      Google	
  
      Glasses	
  




          The	
  Pros                                                                          The	
  Cons




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                          16	
  
hmp://tomfishburne.com/2012/04/going-­‐digital.html	
  


But	
  tools	
  are	
  NOT	
  a	
  strategy!




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                  17	
  
 


But	
  tools	
  are	
  NOT	
  a	
  strategy!


                                    Tools	
  &	
  Technologies	
  are	
  
                                    important	
  but	
  not	
  enough
                                                                                                	
  ≠	
  Crea*vity


                                                                                                ≠	
  Being	
  a	
  Social	
  brand


©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                        18	
  
 


But	
  tools	
  are	
  NOT	
  a	
  strategy!
Focus	
  on	
  the	
  House,	
  not	
  the	
  Hammer!




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   19	
  
#2	
  CONTENT	
  IS	
  QUEEN
     Is	
  your	
  message	
  REALLY	
  that	
  interes@ng?



©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   20	
  
Source	
  :	
  Image	
  from	
  	
  the	
  talented	
  Hugh	
  MacLeod,	
  Gapingvoid.com


Amen*on	
  is	
  the	
  new	
  challenge




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                    21	
  
«	
  Carpet	
  Bombing	
  »	
  won’t	
  work	
  anymore
Interrup*ve	
  marke*ng	
  is	
  over




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   22	
  
You	
  need	
  to	
  deserve	
  people’s	
  amen*on
It’s	
  all	
  about	
  Permission	
  Marke*ng




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   23	
  
hmp://en.wikipedia.org/wiki/Guinness_World_Records	
  +	
  hmp://bit.ly/emOEEM	
  	
  +	
  hmp://bit.ly/hTbcgp	
  



Become	
  the	
  media	
  instead	
  of	
  buying	
  it
«	
  brand	
  content	
  »	
  is	
  nothing	
  new!




     Créé	
  en	
  1955	
  par…	
                                                               Créé	
  en	
  1900	
  par…	
                                               Créé	
  en	
  1930	
  (radio)	
  
                                                                                                                                                                           et	
  1950	
  (TV)	
  par…	
  




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                                                                             24	
  
hmp://www.bmwusa.com/uniquelybmw/bmw_art/films	
  


Become	
  the	
  media	
  instead	
  of	
  buying	
  it
BMW	
  was	
  one	
  of	
  the	
  first	
  to	
  rediscover	
  the	
  power	
  of	
  «	
  branded	
  content	
  »	
  online




                                                                                  More	
  than	
  100	
  M	
  viewed	
  videos

©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                               25	
  
hmp://www.youtube.com/watch?v=yrC6qkDI7Sw


Become	
  the	
  media	
  instead	
  of	
  buying	
  it
L.A.dy	
  Dior	
  The	
  Film	
  -­‐	
  Starring	
  Marion	
  Co*llard




©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                      26	
  
hmp://www.youtube.com/watch?v=K7uVgXmp2mM&feature=relmfu


Become	
  the	
  media	
  instead	
  of	
  buying	
  it
Lady	
  Dior	
  -­‐	
  Starring	
  Marion	
  Co*llard




                    Lady Dior - Lady Rouge                                                             Lady Dior - Lady Noire Affair




                                                                                       Lady Blue Shanghai
©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                             27	
  
hmp://www.nowness.com/


Cura*on	
  via	
  a	
  selec*on	
  of	
  “taste	
  makers”
NOWNESS	
  blog	
  (&	
  Twimer	
  @nowness)	
  by	
  LVMH	
  Moët	
  Hennessy	
  Louis	
  Vuimon


                                                                                            	
   NOWNESS	
  
                                                                                                 previews	
  the	
  
                                                                                                 latest	
  in	
  
                                                                                                 fashion,	
  art,	
  
                                                                                                 cinema,	
  
                                                                                                 entertainment,	
  
                                                                                                 culture,	
  music,	
  
                                                                                                 gastronomy,	
  
                                                                                                 design,	
  travel,	
  
                                                                                                 and	
  the	
  world	
  
                                                                                                 of	
  luxury.


©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                    28	
  
hmp://www.nowness.com/


Cura*on	
  via	
  a	
  selec*on	
  of	
  “taste	
  makers”
NOWNESS	
  blog	
  (&	
  Twimer	
  @nowness)	
  by	
  LVMH	
  Moët	
  Hennessy	
  Louis	
  Vuimon


                                                                                            	
   At	
  NOWNESS	
  we	
  aim	
  to	
  
                                                                                                 bring	
  together	
  the	
  
                                                                                                 brightest	
  minds	
  in	
  
                                                                                                 contemporary	
  culture.	
  
                                                                                            	
   Learn	
  more	
  about	
  our	
  
                                                                                                 contributors,	
  and	
  
                                                                                                 discover	
  which	
  stories	
  
                                                                                                 they	
  have	
  LOVED




©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                  29	
  
hmp://chanel-­‐news.chanel.com/en/



Become	
  the	
  media	
  instead	
  of	
  buying	
  it
Start	
  a	
  brand	
  blog	
  :	
  ex	
  Chanel	
  News




©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                               30	
  
hmp://www.dior.com/magazine/en_gb	
  



Become	
  the	
  media	
  instead	
  of	
  buying	
  it
Start	
  a	
  brand	
  mag	
  :	
  Dior	
  Mag




©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                 31	
  
hmp://www.youtube.com/watch?v=4JyG5rJM6VA	
  


Even	
  luxury	
  can	
  experiment	
  with	
  viral…
Viral	
  requires	
  Disrup*ve	
  Cogni*on




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                          32	
  
hmp://www.youtube.com/watch?v=jps3j_o4d0U	
  


Even	
  luxury	
  can	
  experiment	
  with	
  viral…
Louis	
  Vuimon	
  Love	
  video	
  by	
  James	
  Lima	
  =	
  #fail	
  




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                         33	
  
#3	
  BUT	
  ENGAGEMENT	
  IS	
  KING
It’s	
  all	
  about	
  crea@ng	
  	
  «	
  CONTAGIOUS	
  EXPERIENCES	
  »	
  
Source	
  :	
  Emmanuel	
  Vivier	
  
                                                                                                                                                	
  



Engagement	
  is	
  about	
  conceiving	
  «	
  contagious	
  experiences	
  »
Differen*a*ng	
  +	
  u*lity	
  +	
  interac*vity	
  =	
  wow	
  effect,	
  desire,	
  amen*on


                The	
  3D	
  marke*ng
                	
  model©




                                                                                                 Countagious
                                                                                                  Experience




                                                               Source	
  :	
  Model	
  created	
  
                                                                  by	
  Emmanuel	
  Vivier




©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                 35	
  
hmp://www.ladepeche.fr/ar*cle/2009/09/04/665538-­‐Des-­‐coquelicots-­‐tapissent-­‐la-­‐place.html	
  -­‐	
  France	
  (Toulouse)




Guerilla	
  marke*ng	
  :	
  surprise	
  your	
  audience
Ex	
  Kenzo	
  Flowers	
  stunt	
  in	
  ci*es	
  :	
  Art	
  or	
  Adver*sing	
  ?




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                                                         36	
  
hmp://www.youtube.com/watch?v=c3n8j2uWA8o


Use	
  your	
  building/shop	
  as	
  a	
  media
The	
  Official	
  Ralph	
  Lauren	
  4D	
  Experience	
  -­‐	
  New	
  York




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                       37	
  
hmp://www.ladepeche.fr/ar*cle/2009/09/04/665538-­‐Des-­‐coquelicots-­‐tapissent-­‐la-­‐place.html	
  -­‐	
  France	
  (Toulouse)




Rethinking	
  your	
  Point	
  of	
  Sales	
  
Burberry	
  &	
  Retail	
  2.0




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                                                         38	
  
hmp://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related	
  l



It’s	
  all	
  about	
  providing	
  a	
  bespoke	
  &	
  unique	
  experience
Nike+	
  :	
  from	
  selling	
  shoes	
  to	
  personal	
  coaching	
  (brand	
  u*lity)

                                                                                                5,1	
  Millions	
  users!




                                                                                                         On your PC
©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                       39	
  
hmp://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related	
  l



It’s	
  all	
  about	
  providing	
  a	
  bespoke	
  &	
  unique	
  experience
Nike+	
  :	
  from	
  selling	
  shoes	
  to	
  personal	
  coaching	
  (brand	
  u*lity)




                                                                                                On your PC
©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                        40	
  
 Source	
  :	
  ingmar	
  de	
  lange


Reality	
  Check
Just	
  make	
  REALLY	
  sure	
  your	
  brand	
  u*lity	
  is	
  useful!




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                 41	
  
 Source	
  :	
  Tom	
  Fish	
  Burne.com


Reality	
  Check
Just	
  make	
  REALLY	
  sure	
  your	
  brand	
  u*lity	
  is	
  useful!




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                     42	
  
#4	
  DON’T	
  UNDERSTIMATE	
  THE	
  NEW	
  OPINION	
  LEADERS
     Influen@als	
  on	
  blogs,	
  TwiZer,	
  YouTube,…



©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   43	
  
Who	
  is	
  this	
  girl?




©	
  HUB	
  Ins*tute	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBins*tute.com   44	
  
hmp://www.youtube.com/user/MichellePhan	
  


Answer	
  
Michelle	
  Phan,	
  one	
  of	
  the	
  world	
  beauty	
  blogger




©	
  HUB	
  Ins*tute	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBins*tute.com                                       45	
  
Online	
  opinion	
  leaders	
  &	
  bloggers	
  :	
  what	
  impact?
Ex	
  :	
  Michelle	
  Phan	
  vs	
  L’Oréal	
  on	
  YouTube




Number	
  of	
  brands                                                                           7             1

#	
  of	
  YouTube	
  Channels                                                                  81             1

Number	
  of	
  views                                                                        100	
  M	
     687	
  M

Nbr.	
  of	
  videos                                                                          4500           450

Av	
  #	
  of	
  views/video	
  	
                                                            15	
  K        1	
  M


                   L’Oréal reach/video = 100X less than Michelle!

©	
  HUB	
  Ins*tute	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBins*tute.com                             46	
  
 
                                                                                                     	
  




Chanel	
  CocoMademoiselle	
  :	
  1st	
  luxury	
  bloggers	
  campaign	
  in	
  2007
Campaign	
  with	
  200	
  blogs	
  worldwide	
  (via	
  BuzzParadise)




                     Site
      www.buzzparadise.com	
  


©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   47	
  
 
                                                                                                     	
  




Chanel	
  CocoMademoiselle	
  :	
  1st	
  luxury	
  bloggers	
  campaign	
  in	
  2007
VIP	
  Paris	
  Event	
  for	
  15	
  top	
  bloggers




                                       Numerous PR coverage (read)


©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com   48	
  
hmp://klout.com/emmanuelvivier


Influen*als	
  on	
  Twimer
Klout	
  ranks	
  influen*al	
  Twimer	
  users




©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                           49	
  
#5	
  dIgital	
  	
  =	
  disrup*on
Get	
  ready	
  for	
  more	
  challenges
From	
  1900	
  to	
  1950…
Transatlan*c	
  passenger	
  service	
  was	
  a	
  very	
  compe**ve	
  business




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com   51	
  
Un*l	
  one	
  day	
  of	
  June	
  1939	
  (the	
  28th)	
  
Boeing	
  314	
  first	
  passengers	
  transtlan*c	
  flight	
  (W.	
  DC	
  <>	
  Marseille)




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com            52	
  
 



The	
  ques*on	
  that	
  YOU	
  should	
  ALL	
  ask	
  yourselves?




                  Who	
  will	
  be	
  
                  your	
  Boeing	
  
                     314?	
  
        Hint	
  :	
  you	
  might	
  not	
  even	
  realize	
  it’s	
  presently	
  compe**ng	
  with	
  you…
©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                             53	
  
Remember	
  Blackberry?
	
  Miss	
  one	
  key	
  trend	
  (Mobile	
  Apps)…	
  and	
  you	
  may	
  pay	
  a	
  tough	
  price


                                                         This is what Blackberry (Research In Motion) Stock
                                                                    looks like from 2008 to 2012




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                           54	
  
hmps://www.uber.com/	
  



Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
UBER	
  or	
  the	
  revolu*on	
  of	
  the	
  Taxis	
  Industry




                               Results	
  :	
  A…er	
  18	
  months,	
  34%	
  growth/month,	
  +2	
  ci*es/month


©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                  55	
  
hmps://www.uber.com/	
  



Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
UBER	
  or	
  the	
  revolu*on	
  of	
  the	
  Taxis	
  Industry




                                                 An	
  iPhone	
  App	
  that	
  rethink	
  the	
  customer	
  experience
©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                         56	
  
hmps://www.uber.com/	
  



Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
UBER	
  or	
  the	
  revolu*on	
  of	
  the	
  Taxis	
  Industry



                                                                                        Instant	
  invoice	
  by	
  email

                                                                                      Drivers	
  are	
  ranked	
  by	
  users




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                              57	
  
hmps://www.airbnb.fr/	
  



Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
AirBnB	
  is	
  changing	
  the	
  Hospitality	
  Business…




                  Résultats	
  :	
  launched	
  in	
  2008,	
  10	
  Millions	
  nights	
  booked,	
  250.000	
  offers!

                                                                                      More	
  than	
  7000	
  flats	
  in	
  Paris

                                      AirBnB	
  receive	
  a	
  6	
  to	
  12%	
  commission	
  on	
  every	
  transac*on


©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                                   58	
  
Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
Ex	
  of	
  crowdfunded	
  product	
  on	
  Kickstarter.com




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com   59	
  
hmp://www.kickstarter.com/year/2012	
  


Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
Ex	
  :	
  People	
  buy	
  products	
  that	
  don’t	
  even	
  exist	
  yet!

Crowdfunding	
  :	
  Kickstarter	
  (3	
  years	
  old)	
  is	
  the	
  world's	
  largest	
  
funding	
  plalorm	
  for	
  crea*ve	
  projects.




                  In	
  2012	
  2,2	
  Millions	
  people	
  in	
  177	
  Countries	
  	
  pledged	
  a	
  total	
  of	
  $319,7	
  millions

                                               and	
  successfully	
  funded	
  18,109	
  projects	
  (274,3M	
  collected)

                                                                                17	
  projects	
  raised	
  $1	
  million+	
  in	
  2012




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                                                                        60	
  
hmp://www.kickstarter.com/year/2012#sundance	
  


Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
Ex	
  of	
  crowdfunded	
  product	
  on	
  Kickstarter.com




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                                            61	
  
 


Internet	
  is	
  disrup*ng	
  «	
  business	
  models	
  »
Blockbuster	
  (3.000	
  stores	
  in	
  the	
  US)	
  filed	
  for	
  bankruptcy	
  in	
  US	
  in	
  2010




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com                  62	
  
 


eCommerce	
  is	
  challenging	
  Retail
UK	
  Camera	
  Retailer	
  Jessops	
  Faces	
  Bankruptcy	
  (187	
  shops)




©HUBIns*tute.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.HUBIns*tute.com   63	
  
 


But	
  this	
  is	
  nothing	
  compared	
  to	
  what’s	
  next
Ques*on	
  




     Do	
  you	
  believe	
  in	
  …
              Teleporta@on	
  ?
 


A	
  new	
  revolu*on	
  emerges	
  …
Imagine	
  …




          What	
  would	
  happen	
  if
        Brands	
  could	
  teleport	
  their	
  
                     products
        directly	
  to	
  the	
  customers	
  ?
 


A	
  new	
  revolu*on	
  emerges	
  …
Teleport	
  an	
  item,	
  a	
  product	
  ?




                                               Well…
                                    it’s	
  already	
  possible	
  
                                            thanks	
  to	
  …	
  
                                                                      3D	
  Prin@ng
©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com        66	
  
hmp://www.youtube.com/watch?v=hPNxm5sWJIk	
  


A	
  new	
  revolu*on	
  emerges	
  …
3D	
  Prin*ng	
  =	
  Print	
  an	
  item	
  from	
  a	
  digital	
  file




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                          67	
  
hmp://www.youtube.com/watch?v=IS4Xw8f9LCc	
  
                                                                                                                          	
  


A	
  new	
  revolu*on	
  emerges	
  …
Decora*on,	
  jewelry,	
  fashion,	
  ...	
  applica*ons	
  are	
  countless




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                         68	
  
hmp://www.youtube.com/watch?v=IS4Xw8f9LCc	
  
                                                                                                                          	
  


A	
  new	
  revolu*on	
  emerges	
  …
Print	
  your	
  bespoke	
  tailored	
  underwear	
  …




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                         69	
  
hmp://www.youtube.com/watch?feature=player_embedded&v=BUUNt_N48EQ


A	
  new	
  revolu*on	
  not	
  only	
  for	
  «	
  cheap	
  products	
  »
3D	
  printed	
  Designers	
  dresses	
  at	
  the	
  last	
  Fashion	
  Week	
  in	
  Paris




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                                               70	
  
hmp://www.theverge.com/2013/3/7/4077638/dita-­‐von-­‐teese-­‐3d-­‐printed-­‐ar*cula*ng-­‐dress-­‐shapeways-­‐swarovski	
  




A	
  new	
  revolu*on	
  not	
  only	
  for	
  «	
  cheap	
  products	
  »
First	
  fully	
  ar*culated	
  3D	
  printed	
  dress	
  for	
  Dita	
  Von	
  Teese	
  




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                                                                                                   71	
  
hmp://www.makerbot.com/	
  


3D	
  Prin*ng
Technology	
  now	
  easily	
  available




                                                                   Makerbot	
  :	
  3D	
  Printer	
  from	
  $	
  2,199	
  U.S.




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                                                        72	
  
 


A	
  new	
  revolu*on	
  emerges	
  …
Teleport	
  an	
  item,	
  a	
  product	
  ?


                  3D	
  Prin@ng
                           =
            Digitalize	
  the	
  material
            from	
  Atoms	
  to	
  Octets
©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com   73	
  
 


A	
  designer	
  can	
  get	
  a	
  worldwide	
  delivery
overnight	
  and	
  become	
  an	
  interna*onal	
  brand	
  in	
  a	
  few	
  days	
  ...




                                                                                 Deliver	
  a	
  product
                                                                                  =	
  deliver	
  a	
  file

©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                               74	
  
 



Imagine	
  if	
  customers	
  could	
  copy	
  your	
  products	
  …
instantly	
  and	
  globally	
  ?



                                                       Figh*ng	
  a	
  lost	
  bamle	
  :	
  Pyramid	
  against	
  network




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                               75	
  
 


Even	
  U.S.	
  President	
  Barack	
  Obama	
  …

…	
  men*oned	
  3D	
  Prin*ng	
  in	
  the	
  State	
  of	
  the	
  Union	
  Address



                                                                                 “The	
  3D	
  prin+ng	
  that	
  has	
  the	
  poten+al	
  
                                                                                   to	
  revolu+onize	
  the	
  way	
  we	
  make	
  
                                                                                                almost	
  everything”




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                                                 76	
  
 


3D	
  Prin*ng	
  explosion	
  ?
A	
  large-­‐scale	
  revolu*on	
  ?




              It	
  sounds	
  crazy	
  ?
   Yet,	
  this	
  is	
  only	
  the	
  beginning	
  …

                                       Download	
  
                                       our	
  report
hmp://www.ted.com/talks/anthony_atala_prin*ng_a_human_kidney.html	
  ,	
  10:30	
  to	
  14:38



How	
  would	
  you	
  print	
  …
…	
  a	
  human	
  organ	
  ?


                                                                                 	
  




©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                                                                                78	
  
 


Bio	
  Prin*ng	
  comes	
  …
All	
  cyborgs	
  ?	
  


                                                                                   	
  




                                                Unlimited	
  #Gra…s	
  #Ethics	
  	
  #Doping	
  	
  #Everlas*ng	
  life


©HUB	
  Ins*tute.	
  All	
  rights	
  reserved	
  	
  |	
  www.HUBins*tute.com                                             79	
  
#6	
  The	
  future	
  of	
  social	
  is…
CRM
 


Is	
  your	
  brand	
  suffering	
  from	
  Alzheimer?

                                                                                                So	
  why	
  are	
  your	
  
                                                                                                repea@ng	
  the	
  same	
  
                                                                                                message	
  over	
  and	
  over




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                               81	
  
hmp://vimeo.com/20777645	
  &	
  hmp://flipboard.com	
  	
  &	
  hmp://www.youtube.com/watch?v=v2vpvEDS00o&feature=player_embedded




One	
  unique	
  message	
  for	
  all	
  is	
  over	
  >	
  Social	
  CRM
Flipboard	
  	
  (or	
  Zite)	
  =	
  your	
  real*me	
  &	
  social	
  live	
  updated	
  newspaper




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                                                                                                         82	
  
hmp://www.youtube.com/watch?v=QUY9fr2mqU


Are	
  you	
  ready	
  for	
  «	
  real*me	
  »	
  marke*ng?	
  
E-­‐reputa*on	
  +	
  CRM	
  +	
  live	
  client	
  support	
  +	
  promo*on	
  :	
  ex	
  Cisco




©Emmanuel	
  Vivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                                      83	
  
Conclusion	
  &	
  ques*ons?	
  
Q&A
If	
  you	
  want	
  to	
  stay	
  up	
  to	
  date…
11	
  sites	
  to	
  read!

• Best	
  prac*ces	
  &	
  social	
  media                                                  • Innova*on	
  
              – Slideshare.net	
  (the	
  Youtube	
  of	
                                      –   Wired.com
                Powerpoint)                                                                    –   Fastcompany.com
              – Mashable.com                                                                   –   Mondaynote.com
              – econsultancy.com                                                               –   HUBIns*tute.com


• Marke*ng	
  &	
  social	
  Trends
              – PSFK.com
              – Ted.com	
  (best	
  world	
  
                conference)
              – 180360720.no
              – whatconsumesme.com
              – trendwatching.com
©EmmanuelVivier.	
  All	
  rights	
  reserved.	
  	
  |	
  	
  	
  www.emmanuelvivier.com                            85	
  
Thank	
  you	
  for	
  your	
  
    Helping brands                                            amen*on
     to understand
  the future of digital
      & marketing                                                      Vincent Ducrey
                                                                       CEO & Founder

                                                                       	
  Contacts	
  :	
  
                                                                       +33.6.11.62.37.94
                                                                       Vincent.ducrey@hubin*tute.com
                                                                       hmp://www.hubins*tute.com



                                                                       Emmanuel Vivier
                                                                       COO & Founder

                                                                       	
  Contacts	
  :	
  
                                                                       +33.6.11.62.37.94
                                                                       emmanuel.vivier@hubins*tute.com
                                                                       hmp://www.hubins*tute.com


                                                                      Feel	
  free	
  to	
  contact	
  us
                                                       HUBIns*tute|www.hubins*tute.com	
  	
  

                                                                                                 	
  www.hubins*tute.com	
  	
  ›	
  	
  Paris,	
  Moscow	
  &	
  New-­‐York
                                                                                                                                                                               	
  
©HUBIIns*tute.	
  All	
  rights	
  reserved	
  .	
  

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Digital, Social & Luxury - HUBFORUM MOSCOW 2013

  • 1. FORUM Moscow April 2nd 2013 CONNECTING DIGITAL INFLUENCERS FRENCHWEB.FR LE MAGAZINE DES PROFESSIONNELS DU NET
  • 2. Digital,  Social  &  Luxury   Helping brands to understand the future of digital & marketing 6  trends  to  watch  in  2013   HUBIns*tute|www.hubins*tute.com      www.hubins*tute.com    ›    Paris,  Moscow  &  New-­‐York   ©HUBIIns*tute.  All  rights  reserved  .  
  • 3. #1  Tools  &  technologies  ARE  AMAZING… …but  they  are  NOT  a  strategy
  • 4.   Digital  :  a  growing  number  of  possibili*es ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com 3  
  • 5. Sources  :  nov  2012-­‐  april  2013 Social  :  a  growing  number  of  territories Panorama  of  the  latest  figures 1.07  billion  ac*ve  members,  150.49M  UV/m  in  the  US,  55%  from  mobile  (604M) 800M  UV/m  (123.6  M  UV/m  in  the  US),  4  billion  viewed  videos/day,  20%  traffic  from  mobile 200  M  ac*ve  members,  36.8M  UV/m  in  the  US,  60%  from  mobile,  10M  members  in  the  UK,  5.5  M  members  in   France  (+53%  in  1year),  175M  tweets/day 187M  ac*ve  members,  39.59  M  UV/m  in  the  US,  4M  UV/m  in  France 500M  accounts,  135M  ac*ve  members,  625.000  new  users/day 100M  ac@ve  users,  26.27  M  UV/m  in  the  US,  40  million  shared  photos  /day,  1.9  billion  viewed  pages/m,    104M   UV/m  worldwide  (259.000  UV/m  in  France,  25.3M  UV/m  in  the  US),  8500  likes/second  &  1000  comments/second 100  millions  blogs,  39.5  billion  total  posts,  17.7  billion  viewed  pages/month,  27.8M  UV/m  (sept  2012),  133  employee 48.7  millions  members,  1.9  billion  viewed  pages/m,    104M  UV/m  worldwide  (259.000  UV/m  in  France,  25.3M  UV/m   in  the  US 25M  accounts,  8M  ac*ve  members ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 4  
  • 6. Social  is  not  going  to  go  away 1/7th  of  the  world  popula*on  is  on  Facebook! Facebook(Ac+ve(Users( 1,000( 900( 800( 700( 600( Ac+ve( Monthly(Ac+ve(Users( Users( 500( (millions)( 400( 300( 200( Daily(Ac+ve(Users( 100( 0( 1Q09( 2Q09( 3Q09( 4Q09( 1Q10( 2Q10( 3Q10( 4Q10( 1Q11( 2Q11( 3Q11( 4Q11( 1Q12( 2Q12( ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 5  
  • 7. Keep  an  eye  on  Tumblr… Blogging  is  back… ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 6  
  • 8. Source  :  March 2013 Keep  an  eye  on  Tumblr… Blogging  is  back… 1 0 0, 0 0 0, 0 0 0 Blogs ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 7  
  • 9. Keep  an  eye  on  Tumblr… Many  fashion  &  luxury  brands  are  on  Tumblr http://burberry.tumblr.com ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 8  
  • 10. Source : Juillet 2012 : http://blog.instagram.com/post/28067043504/the-instagram-community-hits-80-million-users Instagram Photo  addic*on  anyone? 100  Millions  users  (VS  6M  24  months  ago!) ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 9  
  • 11. hmp://line.naver.jp/en/   Pinterest…  get  ready  to  pin  the  web One  of  the  new  plalorm  to  watch… More   info Design,  decora*on,  Shopping,  Fashion,… 83%  of  members  are  women  in  the  US  (but  only  44%  in  the  UK) 48.7  M  users  worldwide ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 10  
  • 12. Source  :  Feb  2013  hmp://www.reuters.com/ar*cle/2013/02/21/net-­‐us-­‐funding-­‐pinterest-­‐idUSBRE91K01R20130221     Have  you  heard  about… Line? 100M  members  worldwide  (40M  in  Japan) ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 11  
  • 13. hmp://www.youtube.com/watch?v=TPE6D7xjKXo     What  will  happen  when  everything  get  connected Ex  :  Connect  your  plants  with  Parrot  Flower  Power A  wireless  Bluetooth  low-­‐energy  sensor  for  your   plants  that  will  inform  you  of  their  needs  thanks   to  a  dedicated  applica*on. ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 12  
  • 14. hmp://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded The  Connected  TV   ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 13  
  • 15. hmp://www.youtube.com/watch?v=diTpeYoqAhc&feature=player_embedded The  Connected  TV Or  Connected  Audience  watching  TV  (thanks  to  a  2nd  screen) ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 14  
  • 16. hmp://www.youtube.com/watch?v=WValEsWR3R0   Connected  furniture,  object  et  smart  appliances Ex  :  Connected  Cars ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 15  
  • 17. hmp://www.youtube.com/watch?v=9c6W4CCU9M4   Get  ready  for  many  other  connected  devices And…  Connected…  people… Google   Glasses   The  Pros The  Cons ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 16  
  • 18. hmp://tomfishburne.com/2012/04/going-­‐digital.html   But  tools  are  NOT  a  strategy! ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 17  
  • 19.   But  tools  are  NOT  a  strategy! Tools  &  Technologies  are   important  but  not  enough  ≠  Crea*vity ≠  Being  a  Social  brand ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 18  
  • 20.   But  tools  are  NOT  a  strategy! Focus  on  the  House,  not  the  Hammer! ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 19  
  • 21. #2  CONTENT  IS  QUEEN Is  your  message  REALLY  that  interes@ng? ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 20  
  • 22. Source  :  Image  from    the  talented  Hugh  MacLeod,  Gapingvoid.com Amen*on  is  the  new  challenge ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 21  
  • 23. «  Carpet  Bombing  »  won’t  work  anymore Interrup*ve  marke*ng  is  over ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 22  
  • 24. You  need  to  deserve  people’s  amen*on It’s  all  about  Permission  Marke*ng ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 23  
  • 25. hmp://en.wikipedia.org/wiki/Guinness_World_Records  +  hmp://bit.ly/emOEEM    +  hmp://bit.ly/hTbcgp   Become  the  media  instead  of  buying  it «  brand  content  »  is  nothing  new! Créé  en  1955  par…   Créé  en  1900  par…   Créé  en  1930  (radio)   et  1950  (TV)  par…   ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 24  
  • 26. hmp://www.bmwusa.com/uniquelybmw/bmw_art/films   Become  the  media  instead  of  buying  it BMW  was  one  of  the  first  to  rediscover  the  power  of  «  branded  content  »  online More  than  100  M  viewed  videos ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 25  
  • 27. hmp://www.youtube.com/watch?v=yrC6qkDI7Sw Become  the  media  instead  of  buying  it L.A.dy  Dior  The  Film  -­‐  Starring  Marion  Co*llard ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 26  
  • 28. hmp://www.youtube.com/watch?v=K7uVgXmp2mM&feature=relmfu Become  the  media  instead  of  buying  it Lady  Dior  -­‐  Starring  Marion  Co*llard Lady Dior - Lady Rouge Lady Dior - Lady Noire Affair Lady Blue Shanghai ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 27  
  • 29. hmp://www.nowness.com/ Cura*on  via  a  selec*on  of  “taste  makers” NOWNESS  blog  (&  Twimer  @nowness)  by  LVMH  Moët  Hennessy  Louis  Vuimon   NOWNESS   previews  the   latest  in   fashion,  art,   cinema,   entertainment,   culture,  music,   gastronomy,   design,  travel,   and  the  world   of  luxury. ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 28  
  • 30. hmp://www.nowness.com/ Cura*on  via  a  selec*on  of  “taste  makers” NOWNESS  blog  (&  Twimer  @nowness)  by  LVMH  Moët  Hennessy  Louis  Vuimon   At  NOWNESS  we  aim  to   bring  together  the   brightest  minds  in   contemporary  culture.     Learn  more  about  our   contributors,  and   discover  which  stories   they  have  LOVED ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 29  
  • 31. hmp://chanel-­‐news.chanel.com/en/ Become  the  media  instead  of  buying  it Start  a  brand  blog  :  ex  Chanel  News ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 30  
  • 32. hmp://www.dior.com/magazine/en_gb   Become  the  media  instead  of  buying  it Start  a  brand  mag  :  Dior  Mag ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 31  
  • 33. hmp://www.youtube.com/watch?v=4JyG5rJM6VA   Even  luxury  can  experiment  with  viral… Viral  requires  Disrup*ve  Cogni*on ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 32  
  • 34. hmp://www.youtube.com/watch?v=jps3j_o4d0U   Even  luxury  can  experiment  with  viral… Louis  Vuimon  Love  video  by  James  Lima  =  #fail   ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 33  
  • 35. #3  BUT  ENGAGEMENT  IS  KING It’s  all  about  crea@ng    «  CONTAGIOUS  EXPERIENCES  »  
  • 36. Source  :  Emmanuel  Vivier     Engagement  is  about  conceiving  «  contagious  experiences  » Differen*a*ng  +  u*lity  +  interac*vity  =  wow  effect,  desire,  amen*on The  3D  marke*ng  model© Countagious Experience Source  :  Model  created   by  Emmanuel  Vivier ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 35  
  • 37. hmp://www.ladepeche.fr/ar*cle/2009/09/04/665538-­‐Des-­‐coquelicots-­‐tapissent-­‐la-­‐place.html  -­‐  France  (Toulouse) Guerilla  marke*ng  :  surprise  your  audience Ex  Kenzo  Flowers  stunt  in  ci*es  :  Art  or  Adver*sing  ? ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 36  
  • 38. hmp://www.youtube.com/watch?v=c3n8j2uWA8o Use  your  building/shop  as  a  media The  Official  Ralph  Lauren  4D  Experience  -­‐  New  York ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 37  
  • 39. hmp://www.ladepeche.fr/ar*cle/2009/09/04/665538-­‐Des-­‐coquelicots-­‐tapissent-­‐la-­‐place.html  -­‐  France  (Toulouse) Rethinking  your  Point  of  Sales   Burberry  &  Retail  2.0 ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 38  
  • 40. hmp://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related  l It’s  all  about  providing  a  bespoke  &  unique  experience Nike+  :  from  selling  shoes  to  personal  coaching  (brand  u*lity) 5,1  Millions  users! On your PC ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 39  
  • 41. hmp://www.youtube.com/watch?v=BkfWdwLUZJ4&feature=related  l It’s  all  about  providing  a  bespoke  &  unique  experience Nike+  :  from  selling  shoes  to  personal  coaching  (brand  u*lity) On your PC ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 40  
  • 42.  Source  :  ingmar  de  lange Reality  Check Just  make  REALLY  sure  your  brand  u*lity  is  useful! ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 41  
  • 43.  Source  :  Tom  Fish  Burne.com Reality  Check Just  make  REALLY  sure  your  brand  u*lity  is  useful! ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 42  
  • 44. #4  DON’T  UNDERSTIMATE  THE  NEW  OPINION  LEADERS Influen@als  on  blogs,  TwiZer,  YouTube,… ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 43  
  • 45. Who  is  this  girl? ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com 44  
  • 46. hmp://www.youtube.com/user/MichellePhan   Answer   Michelle  Phan,  one  of  the  world  beauty  blogger ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com 45  
  • 47. Online  opinion  leaders  &  bloggers  :  what  impact? Ex  :  Michelle  Phan  vs  L’Oréal  on  YouTube Number  of  brands 7 1 #  of  YouTube  Channels 81 1 Number  of  views 100  M   687  M Nbr.  of  videos 4500 450 Av  #  of  views/video     15  K 1  M L’Oréal reach/video = 100X less than Michelle! ©  HUB  Ins*tute  All  rights  reserved.    |      www.HUBins*tute.com 46  
  • 48.     Chanel  CocoMademoiselle  :  1st  luxury  bloggers  campaign  in  2007 Campaign  with  200  blogs  worldwide  (via  BuzzParadise) Site www.buzzparadise.com   ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 47  
  • 49.     Chanel  CocoMademoiselle  :  1st  luxury  bloggers  campaign  in  2007 VIP  Paris  Event  for  15  top  bloggers Numerous PR coverage (read) ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 48  
  • 50. hmp://klout.com/emmanuelvivier Influen*als  on  Twimer Klout  ranks  influen*al  Twimer  users ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 49  
  • 51. #5  dIgital    =  disrup*on Get  ready  for  more  challenges
  • 52. From  1900  to  1950… Transatlan*c  passenger  service  was  a  very  compe**ve  business ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 51  
  • 53. Un*l  one  day  of  June  1939  (the  28th)   Boeing  314  first  passengers  transtlan*c  flight  (W.  DC  <>  Marseille) ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 52  
  • 54.   The  ques*on  that  YOU  should  ALL  ask  yourselves? Who  will  be   your  Boeing   314?   Hint  :  you  might  not  even  realize  it’s  presently  compe**ng  with  you… ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 53  
  • 55. Remember  Blackberry?  Miss  one  key  trend  (Mobile  Apps)…  and  you  may  pay  a  tough  price This is what Blackberry (Research In Motion) Stock looks like from 2008 to 2012 ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 54  
  • 56. hmps://www.uber.com/   Internet  is  disrup*ng  «  business  models  » UBER  or  the  revolu*on  of  the  Taxis  Industry Results  :  A…er  18  months,  34%  growth/month,  +2  ci*es/month ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 55  
  • 57. hmps://www.uber.com/   Internet  is  disrup*ng  «  business  models  » UBER  or  the  revolu*on  of  the  Taxis  Industry An  iPhone  App  that  rethink  the  customer  experience ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 56  
  • 58. hmps://www.uber.com/   Internet  is  disrup*ng  «  business  models  » UBER  or  the  revolu*on  of  the  Taxis  Industry Instant  invoice  by  email Drivers  are  ranked  by  users ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 57  
  • 59. hmps://www.airbnb.fr/   Internet  is  disrup*ng  «  business  models  » AirBnB  is  changing  the  Hospitality  Business… Résultats  :  launched  in  2008,  10  Millions  nights  booked,  250.000  offers! More  than  7000  flats  in  Paris AirBnB  receive  a  6  to  12%  commission  on  every  transac*on ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 58  
  • 60. Internet  is  disrup*ng  «  business  models  » Ex  of  crowdfunded  product  on  Kickstarter.com ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 59  
  • 61. hmp://www.kickstarter.com/year/2012   Internet  is  disrup*ng  «  business  models  » Ex  :  People  buy  products  that  don’t  even  exist  yet! Crowdfunding  :  Kickstarter  (3  years  old)  is  the  world's  largest   funding  plalorm  for  crea*ve  projects. In  2012  2,2  Millions  people  in  177  Countries    pledged  a  total  of  $319,7  millions and  successfully  funded  18,109  projects  (274,3M  collected) 17  projects  raised  $1  million+  in  2012 ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 60  
  • 62. hmp://www.kickstarter.com/year/2012#sundance   Internet  is  disrup*ng  «  business  models  » Ex  of  crowdfunded  product  on  Kickstarter.com ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 61  
  • 63.   Internet  is  disrup*ng  «  business  models  » Blockbuster  (3.000  stores  in  the  US)  filed  for  bankruptcy  in  US  in  2010 ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 62  
  • 64.   eCommerce  is  challenging  Retail UK  Camera  Retailer  Jessops  Faces  Bankruptcy  (187  shops) ©HUBIns*tute.  All  rights  reserved.    |      www.HUBIns*tute.com 63  
  • 65.   But  this  is  nothing  compared  to  what’s  next Ques*on   Do  you  believe  in  … Teleporta@on  ?
  • 66.   A  new  revolu*on  emerges  … Imagine  … What  would  happen  if Brands  could  teleport  their   products directly  to  the  customers  ?
  • 67.   A  new  revolu*on  emerges  … Teleport  an  item,  a  product  ? Well… it’s  already  possible   thanks  to  …   3D  Prin@ng ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 66  
  • 68. hmp://www.youtube.com/watch?v=hPNxm5sWJIk   A  new  revolu*on  emerges  … 3D  Prin*ng  =  Print  an  item  from  a  digital  file ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 67  
  • 69. hmp://www.youtube.com/watch?v=IS4Xw8f9LCc     A  new  revolu*on  emerges  … Decora*on,  jewelry,  fashion,  ...  applica*ons  are  countless ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 68  
  • 70. hmp://www.youtube.com/watch?v=IS4Xw8f9LCc     A  new  revolu*on  emerges  … Print  your  bespoke  tailored  underwear  … ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 69  
  • 71. hmp://www.youtube.com/watch?feature=player_embedded&v=BUUNt_N48EQ A  new  revolu*on  not  only  for  «  cheap  products  » 3D  printed  Designers  dresses  at  the  last  Fashion  Week  in  Paris ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 70  
  • 72. hmp://www.theverge.com/2013/3/7/4077638/dita-­‐von-­‐teese-­‐3d-­‐printed-­‐ar*cula*ng-­‐dress-­‐shapeways-­‐swarovski   A  new  revolu*on  not  only  for  «  cheap  products  » First  fully  ar*culated  3D  printed  dress  for  Dita  Von  Teese   ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 71  
  • 73. hmp://www.makerbot.com/   3D  Prin*ng Technology  now  easily  available Makerbot  :  3D  Printer  from  $  2,199  U.S. ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 72  
  • 74.   A  new  revolu*on  emerges  … Teleport  an  item,  a  product  ? 3D  Prin@ng = Digitalize  the  material from  Atoms  to  Octets ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 73  
  • 75.   A  designer  can  get  a  worldwide  delivery overnight  and  become  an  interna*onal  brand  in  a  few  days  ... Deliver  a  product =  deliver  a  file ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 74  
  • 76.   Imagine  if  customers  could  copy  your  products  … instantly  and  globally  ? Figh*ng  a  lost  bamle  :  Pyramid  against  network ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 75  
  • 77.   Even  U.S.  President  Barack  Obama  … …  men*oned  3D  Prin*ng  in  the  State  of  the  Union  Address “The  3D  prin+ng  that  has  the  poten+al   to  revolu+onize  the  way  we  make   almost  everything” ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 76  
  • 78.   3D  Prin*ng  explosion  ? A  large-­‐scale  revolu*on  ? It  sounds  crazy  ? Yet,  this  is  only  the  beginning  … Download   our  report
  • 79. hmp://www.ted.com/talks/anthony_atala_prin*ng_a_human_kidney.html  ,  10:30  to  14:38 How  would  you  print  … …  a  human  organ  ?   ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 78  
  • 80.   Bio  Prin*ng  comes  … All  cyborgs  ?     Unlimited  #Gra…s  #Ethics    #Doping    #Everlas*ng  life ©HUB  Ins*tute.  All  rights  reserved    |  www.HUBins*tute.com 79  
  • 81. #6  The  future  of  social  is… CRM
  • 82.   Is  your  brand  suffering  from  Alzheimer? So  why  are  your   repea@ng  the  same   message  over  and  over ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 81  
  • 83. hmp://vimeo.com/20777645  &  hmp://flipboard.com    &  hmp://www.youtube.com/watch?v=v2vpvEDS00o&feature=player_embedded One  unique  message  for  all  is  over  >  Social  CRM Flipboard    (or  Zite)  =  your  real*me  &  social  live  updated  newspaper ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 82  
  • 84. hmp://www.youtube.com/watch?v=QUY9fr2mqU Are  you  ready  for  «  real*me  »  marke*ng?   E-­‐reputa*on  +  CRM  +  live  client  support  +  promo*on  :  ex  Cisco ©Emmanuel  Vivier.  All  rights  reserved.    |      www.emmanuelvivier.com 83  
  • 86. If  you  want  to  stay  up  to  date… 11  sites  to  read! • Best  prac*ces  &  social  media • Innova*on   – Slideshare.net  (the  Youtube  of   – Wired.com Powerpoint) – Fastcompany.com – Mashable.com – Mondaynote.com – econsultancy.com – HUBIns*tute.com • Marke*ng  &  social  Trends – PSFK.com – Ted.com  (best  world   conference) – 180360720.no – whatconsumesme.com – trendwatching.com ©EmmanuelVivier.  All  rights  reserved.    |      www.emmanuelvivier.com 85  
  • 87. Thank  you  for  your   Helping brands amen*on to understand the future of digital & marketing Vincent Ducrey CEO & Founder  Contacts  :   +33.6.11.62.37.94 Vincent.ducrey@hubin*tute.com hmp://www.hubins*tute.com Emmanuel Vivier COO & Founder  Contacts  :   +33.6.11.62.37.94 emmanuel.vivier@hubins*tute.com hmp://www.hubins*tute.com Feel  free  to  contact  us HUBIns*tute|www.hubins*tute.com      www.hubins*tute.com    ›    Paris,  Moscow  &  New-­‐York   ©HUBIIns*tute.  All  rights  reserved  .