Presentation made during the Seliger's Innovation Forum 2010

2. BuzzFactory, a Vanksen Partner

3. 01Agencies 3 Website| http://www.BuzzParadise.com Website| http://www.legitiname.com Website| http://www.culture-buzz.com BuzzParadise | Buzz Platform & PR 2.0 Vanksen/Culture-Buzz | Buzz Agency LegitiName | Buzz Monitoring With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com’s blog has become the biggest French portal dedicated to WOM. BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 20 countries. LegitiName manage and protect brands online.We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.

4. 02Network

5. Introducing the new consumers Example of Social Media campaign: CHANEL Benchmark: Luxury Brands’ online activities

6. Introducing the new consumers

7. Traditional advertising channels loose more and more efficiency! Why is that?

8. How to communicate with consumers 2.0? 01Contextual Evolution Too much advertising = Urban Spam (Decrease the efficiency of the marketing message) 8

9. How to communicate with consumers 2.0? 02Contextual Evolution Too much choice = low affinity (Decrease the consumers’ loyalty)

10. How to communicate with consumers 2.0? 03Contextual Evolution Too much channels available = Fragmentation (high segmentation of the markets) TV, cable, cinema, Internet, radio, web TV, video games, mobile phones, Podcasts, Iphone, Multi Media players…

11. How to communicate with consumers 2.0? 04Contextual Evolution Fast technologies = Information travels faster (Consumers are more inter-connected) 3G WAP Android Modem 56k Wifi Netbooks

12. How to communicate with consumers 2.0? 05Contextual Evolution Word of mouth is highly credible Online recommendations = 2nd most trusted source of information Recommendations from friends/family Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Source: Edelman, Trust Barometer Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100%

13. How to communicate with consumers 2.0? 06 Contextual Evolution Fundamental shift of the way information is spread Web 1.0 Web 2.0 Traditional Channel 1950 – 1990: Media channels are few and attract the majority of consumers. Consumers’ trust for marketing messages is high. This is the time of real « mass communication » (one to many) 1995 – 2003: Appearance of new media channels. Consumers’ trust for media is fading. They want to make an opinion for themselves by looking for additional information online. 2003 - … : Technologies are evolutingfast. Consumers trust more otherconsumers’ opinions than media. The communication become C to C orientated. Marketing campaign are more targeted (one to few)

14. How to communicate with consumers 2.0? 07Contextual Evolution 1,6 billion people on earth have access to the Internet Internet Penetration rate by Market (all adults) Netherlands 82,9% Hong Kong 69,5% South Africa 9,4% Philippines 21,5% Czech Rep. 48,8% Singapore 67,4% Denmark 80,4% Colombia 38,8% Ecuador 12,3% Romania 33,4% Australia 80,6% Sweden 80,7% Hungary 52,5% Malaysia 62,8% Belgium 67,3% Lithuania 59% Norway 86% Germany 67% Canada 72,3% Norway 86% Portugal 39,8% France 65,7% Austria 68,3% Mexico 24,9% Finland 83% Korea 76,1% Japan 73,8% Brazil 34,4% Spain 70,5% China 22,5% India 7,1 % Peru 26,2% Turkey 35% Poland 52% Russia 27% Italy 48,8% Latvia 59% UK 70,9% US 74,7% June 2008 June 2009 100 %Online (all adults) 0

15. How to communicate with consumers 2.0? 08Contextual Market Approach 45 millionsInternet users in Russia Source : Miniwatts Marketing Group March 2009

16. How to communicate with consumers 2.0? 09Contextual Market Approach Russians are world #1 Social Media users Unique Visitors Total visitors Average Time spent Daily (estimated cookies) Page viewed / month visit / visitor / visit Traffic 38 M. 27 B. 730 M. 28 28’:20” 7 M. Source:ComScore Dec. 2009 + Estimation Google Ad Planner 31 M. 6,4 B. 440 M. 21 18’:20” 6 M. 6.6 1300 Average Hours of use / month / individual Pages viewed

17. Definition of Web 2.0: Web 2.0 meansthatconsumers have become…Media

18. Consumers 2.0: a new reality Spread of information  Consumers have become media: Create and publish content (comments, articles, pictures, videos…) Diffuse through Social Media (Forums, platforms, portals…) 100% of Internet users

19. Consumers 2.0: a new reality Recommendations and critics  Bloggers are speaking about brands Rumors, Opinions, Recommendations, Questions, Deceptions… Kryptonite’s case Source : TalkTrack, Keller Fay Group, 2006

20. Consumers 2.0: a new reality Influence buying decisions Only a minority of blogs get the majority of traffic

21. Example of Social Media campaign: CHANEL

22. Example of social media campaign: Chanel 01 Marketing 2.0 tools and technologies Ambiant Media, Street & Guerilla Interactive Videos Marketing Viral Blog marketing & PR 2.0 Marketing 2.0 What should be your very first step? User Generated Content Buzz Monitoring Blogs & Micro- blogging (Twitter,..) Desktop & online widgets Social Networks (Facebook, Myspace…) RSS, Podcasts & video- casts

23. Example of social media campaign: Chanel 02 First step: Monitoring conversation about your brand Conversations = Participants + Subjects + Locations + Activities + Polarity +Intensity+ Frequency

24. Example of social media campaign: Chanel 03 Monitoring conversations Where to start? Social Media Graph

25. Example of social media campaign: Chanel 04 Monitoring conversations: google Google is the #1 search engine in the world

27. The user automatically receive news from the brand as he’s connected to the RSS feed of Chanel Blog

28. Latest collections presentations, photos of the shows, videos ...

29. Instant geolocalization of the Chanel stores around the World.

30. A whole branded theme for the iPhone.Chanel News from the blog

31. Example of social media campaign: Chanel 07 Chanel Social Media activities Chanel Online Videos

33. Chanel Gift Application : 23 689 regular and active users.

34. Wall: Alerts on the user profile, on your friends wall to tell everybody you offered a Chanel Gift

35. Notifications : Alerts for your friends birthday to remind you to offer them a « Chanel gift »Many brands are currently using this application : Dior, Gucci, Burberry, Tiffany, Louis Vuitton …

37. Generate online visibility and recommendations.

38. Diffuse information about the product and the brand.

39. Create consumers interaction and engagement.Target Markets: USA, England, France, Japan & China What web 2.0 tools shall we use toreach our consumers?

41. Create a dedicated Web site.

42. Create a virtual visit of the Coco Chanel’s apartment. The video is shot with a steady-cam and broadcasted full screen on Coco Mademoiselle Website in 17 languages.

43. Blog marketing event for 15 very influent international bloggers. They were invited to Paris during a week end (visit of coco’s apartment, diner at the Ritz…)

45. Example of social media campaign: Chanel Launch of Chanel’sperfume: Coco Mademoiselle Step 1: Street marketing actions simultaneously in NY, London, Paris, Tokyo & HK Guerilla projections Teams of stylish men were sent to trendy neighborhoods of NY, HK, London, Paris & Tokyo to broadcast famousCocoChanel quotes on the cities' walls. This was done using portable projectors, creating astonishment & buzz.

46. Step 1: Street marketing actions simultaneously in NY, London, Paris, Tokyo & HK

47. Example of social media campaign: Chanel Launch of Chanel’sperfume: Coco Mademoiselle Step 2: launch of the official website with a video visit of Coco’s mansion (using 35mm & steady cam)

48. Example of social media campaign: Chanel Launch of Chanel’sperfume: Coco Mademoiselle Step 3: Activation via a Worldwide blogger outreach campaign BloggersPR 2.0:15 bloggers top bloggerswere invited to Paris for a 2 day “super-exclusive” initiation journey within the Chanel brand. All became amazing brand ambassadors, sharing with their audience numerous photos, facts & discoveries they made during this week end. The campaign was internationally acclaimed by renowned media

49. Example of social media campaign: Chanel Launch of Chanel’sperfume: Coco Mademoiselle Step 4: Perfume’s seeding to 200 bloggers worldwide Bloggers’ seeding:More than 200 of the most influential international fashion & luxury blogs were contacted (Europe, USA, Asia) & invited to receive the fragrance in an exclusive package. We used the BuzzParadise.comblogger community. Each blogger was contacted in her own language & feedback was monitored in all relevant languages. Results: 100% of them wrote one or several posts about the brand and the perfume. More than several brand impressions were generated. Buzz Paradise

50. Benchmark: Luxury brands’ online activities

52. The brand keeps its consumers engaged by continually updating the page, and introducing new content such as photos and videos.

53. Each update receives over 200 interactions in a “I likes” and “comment” form.

55. Mix fashion, music and technology for the ultimate Gucci lover.

56. Functionality :

57. Gucci music channel : exclusive music selection

58. Gucci Beats : which enables users to mix their own music

60. 13 Videos are broadcasted (making of Madonna’s shooting, TV spots ...)

61. Flash animation on this tab : you can switch from one video to another directly on the tab (doesn’t link out automatically).

63. Highlighted the appeal of his new accessory.

64. The 1st ever live video event on Facebook

65. Figures

66. 6500 positive feedback over 3 days (comments and “I like” functionality).

67. The Art of travel by Louis Vuittonincreased from 640 000 fans before to 758 961 now.

68. 30 000 fans have followed the event.

69. One of the first Facebook Fan Pages in terms of audience in the Luxury category.

71. Figures

72. On Twittersince May the 15th 2009

73. 1 tweet / day on average

75. Always post updates or photo albums if a celebrity is using one of their product.

76. Fully customized Tab “Autumn Winter 2010 Collection”

77. Collections presentations through videos / photos

78. Behind the scenes videos : backstage report

80. A social network/site where consumers have to post photos of themselves wearing a Burberry Trench

81. Even if they may not be regular clients of the brand, people want to engage with the brand universe.

83. You could send a personalised declaration to your significant other directly on MSN

84. Website : Games for the users around the Love theme. Creation of a real community on this website.

86. Almost daily updates with each time between 120 and 180 feedbacks from fans.

87. Explore tab : customized tab dedicated to the Dior beauty secret of famous stars. It links out to the website.

90. Benchmark: luxury brands’ online activities 06 JEAN PAUL GAULTIER A digital & 2.0 campaign to generate buzz on an international level Jean Paul Gaultier, asked Vanksen to conceive & deploy an international digital strategy to generate buzz around their special edition of “Ma Dame” perfume & their collaboration with the famous electro-pop artist Martin Solveig.

91. Benchmark: luxury brands’ online activities 06 JEAN PAUL GAULTIER Step 1 : Production of a b&w movie teaser using “stop motion” This teaser video shows the subjective vision of a mysterious artist arriving to Jean Paul Gaultier “Maison de couture” to collaborate with around a special edition of Ma Dame perfume. People were invited to participate in a sweepstake by guessing the identity of this artist… This teaser was display on the site and via on widget on more than 200 blogs in 6 countries via BuzzParadise viral video seeding platform.

92. Benchmark: luxury brands’ online activities 06 JEAN PAUL GAULTIER Launch via the seeding of a video widget to 200 blogs Videos are viewed by their audiences & republished by otherbloggers Expand Video widget Bloggers display the widget BuzzParadisespreads the widget to a selection of 200 influentialbloggers

93. Benchmark: luxury brands’ online activities 06 JEAN PAUL GAULTIER Step 2: Creation of a website with 3D flash Interface The video clip made by Martin Solveig

94. Benchmark: luxury brands’ online activities 06 JEAN PAUL GAULTIER Step 2: Creation of a website with 3D flash Interface In addition of the video player, the website offers information about the flagrance, an interactive wallpaper generator, a vip area (for CRM),…

95. Conclusions

97. In 2012, their should be more people connecting to Internet through mobile devise than through computers.

98. Social Media has become the first activity on Internet, so people will be even more inter-connected than they already are. (boom of applications, social gaming & sharing platforms)