bmma digital-egerie-2014 22 septembre
DESCRIPTION
22.09.2014 How to engage consumer in a digital world : présentation JOELLE LIBERMANTRANSCRIPT
10 lundis pour
rattraper le train du
digital
DIGITAL KNOWLEDGE IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW Joëlle Liberman
ÉGÉRIE RESEARCH 2014 ©
DATE
10 lundis pour
rattraper le train du
digital
DIGITAL KNOWLEDGE IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW Joëlle Liberman
ÉGÉRIE RESEARCH 2014 ©
DATE
10 lundis pour
rattraper le train du
digital
DIGITAL KNOWLEDGE IN THE
DIGITAL AGE: THE CONSUMER
POINT OF VIEW
Joëlle Liberman
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
1. The current marketing
reality
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
A world of ‘Too Much…’
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
A world of ‘Too Much…’
10 lundis pour
rattraper le train du
digital
A world of ‘Too Much…’
• Too much choice kill the choice
• A feeling of overabundance generating a real mindet of zapping
• Zapping is an answer to our marketing approach
• everything is there,
• ready to be plucked
• General demand for a new kind of relationship
between the actors
• The need for explicit added value is everywhere
• Less brand addiction: a more challenging approach
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A marketing approach too much
inspired by other brands or with
shallow added value
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A marketing approach based on
the idea that we have to create
new consumer needs
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A marketing approach that
reaches business goals
less and less
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Sectors with an urgent need for a
better connection with reality
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Advertising approaches
disconnected from consumer
expectations
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A basic need and a huge
challenge
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new zapping attitude
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new kind of frustration
generated by overstimulation
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new marketing situation based
on the obligation to manage
frustration
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Frustration of people ignored by
marketing
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
The gap between loyalty and
habit
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new kind of relationship
with consumption between
anorexia and bulimia
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A marketing approach
disconnected from the real world,
A strong demand for a « co-
marketing approach »
• THE POWER is not (only) in the hands of marketing anymore
• A strong need for DIALOGUE and dedicated solutions
• The need of a new mind-set and new approach
• Guidance is key
• Engagement is key
• Emotion is key
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
2. The global context
10 lundis pour
rattraper le train du
digital
A new situation : a new global
context
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new kind of situation :
another vision of the future
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A lot of questions about the
future
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
And real questions about
long-term promises
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new mindset :
invention of new solutions
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A search for meaning
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Invention of new solutions
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
New solutions disconnected
from the marketing world
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
New solutions based on human
values such as solidarity
or win-win deals
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
We live and work in a digital
world
• image de la digitalisation du monde qui va tout amplifier
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
We live and work in a digital
world
• The new world (today) is digital
• The marketing have to invent new answer to the connected
consumer .
• Techno-drive solustions AND consumer drive solutions
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
• In this new web context :
- Emergence of new solutions disconnected from the
marketing world
- Real peer to peer mindset
- Added value could come through social connection
- Lack of meaning could be a reason to switch
- Being “more than a consumer” is a goal
• A natural attitude of distrust on classic channels as such
• A real need of clarification
• A real situation of multiples "me's" with multiples channels
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
3. The consumer level
10 lundis pour
rattraper le train du
digital
A budget concerned mindset
« I need to be an active player
in my budget life »
« I need to check
what the brand says/ offers »
« I need to challenge
the price and the added value »
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Consumers become SMART : they challenge the
balance between value and money and they
expect EXPLICIT ADDED VALUE or …
A budget concerned mindset
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Being a smart consumer is a hype
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
• Attention to budget is a must :
- Emergence of new attitudes : more active, more
challenging
• How could we be smart together with the brand ?
• How could we define what a "fair deal” is?
• What are the answers of the brands in my search for
information & meaning ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A world where time is scarce and
precious!
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A time schedule with incredible
short-term pressure
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A real marketing approach of
quality time
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
An advertising definition of
« time for us »
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A different relationship with time
in a world of overstimulation
Time (FREE TIME) becomes
something very rare and
very difficult to organize
For the consumer
“Quality time = time for me”
According to my own
definition !
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A cognitive cost formula
• Effortless is a key word
• Fluidity is the paradigm of time
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A relational network in which
“I” am the hero
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Without real questions about
the border between real and
virtual life
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
2 worlds interconnected with
different tempo’s and
rhythms
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
« I » and the other « me »
are the references
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Continuity of belonging is
questioned too
Loyalty can be be "serial"
or "temporary".
The border between “OFF”
and “ON” is questioned
Relationship with
social media creates
new standards
ÉGÉRIE RESEARCH 2014 ©
A world of « me »,
not a world of « we »
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
4.consumer attitude :
today and tomorrow
10 lundis pour
rattraper le train du
digital
An active search for
information, right now,
everywhere
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
To actively take
control of the flow
Be the actor of
one’s own life!
I decide !!!
The « modern attitude »
seems to be…
An active search for information
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
The web changed the way we
GET information, not the
NEED for info
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Consumers make their own
media-plan “THEY
DECIDE!!!!!!”
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Brand reputation is built
through uncontrolled
channels...
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Information – Influence takes
over advertising
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
And it’s the same old song,
but with an incredible power
boost
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Kill electra bill!! electrabel=legal
mafia!!
Reputation takes over image!
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Brand sustainability
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Give guidance in a more
open approach
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Information is not the brand’s
privilege any more
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
5.Consumer attitude :
tomorrow
10 lundis pour
rattraper le train du
digital
Could the next paradigm be:
CGB
Consumer Generated Brand?
A new paradigm
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
For instance; a brand where
content is totally customer-
driven…
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Launching of the new GAP Logo:
• 4 October 2010 : launch of the
new logo
• 11 October 2010 : 725.000 fan
reactions on the brands
Facebook page
One week later: reintroduction
of the historical logo
CGB is already among us,
and not only on the web…
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CGB is already among us,
and not only on the web…
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CGB is already among us,
and not only on the web….
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CGB is already among us,
and not only on the web….
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Google searchs
What’s new
Smart consuming
Games Music
Series & movies
Pure fun (videos)
Health forums
Pic sharing
Chat
Social networking
Information role = USEFUL = ?
Communication role = SOCIAL = ?
Entertainment role = FUN = = ?
Daily news
Mails
Tripadvisor searchs
Blogging
Inspiration
3 main roles of the internet
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Photo : Plurielles.fr
Who are the
Digital Mums?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Gen Y
+
Mum =
Digital mums
?
Out of 603 women: 225 are less « digital »
than the average population !
0
50
100
150
200
250
300
350
400
Intensive Digital Mums Non intensives
Woman + gen Y + mum always = Digital Mum?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
The 10 principles of Digital
Mums
1 Digital Mums are early adopters, more connected, more mobile, more social…
2 Digital Mums stay Gen Y women in their attitudes towards life
3 Stop the fantasy about digitalisation: all Gen Y mothers are not Digital Mums
4 The frontier between « on » and « offline » is not
relevant to them.
5 Brands on the web: They expect help to DO faster/ cheaper but also to BE inspired/ entertained.
6 Extended shopping experience with e-commerce and mobile.
7 The smartphone is the personal fetish and the tablet is the new family hero!
8 Digital Mums also complain about the pressure that goes along intense social media usage.
9 Digital Mums are a multi-faceted target group
10 The more Digital Mums are connected, the higher expectations towards brands
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
The brand
as an ally/ partner/
expert
They expect : clear informations
(90%), good deals (85%), rapid
answers to their questions (83%), …
They exepect : gifts (70%), listen/
collaboration for new products
(63%), fun/ inspiration (52%), …
The brand
as a friend
With Digital Mums learn to say AND
….AND , and forget about
OR….OR…...
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
And a social media
landscape still growing and
structuring itself
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
The consumers live here and
now…and seek answers
STEP FOUR REND ONE
Real Time
More
Demandin
g
Little
Patience
Always-on
Think Touch
points, not
channels
Blend
Information and
inspiration
Context
becomes king
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Facebook and the other
platforms
In general, the feeling that most
interfaces will be merging to
create a unique platform for
communication ex: MSN
replaced by Facebook chat,
Chat also available on Skype,
pictures from Picasa to
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
STEP FOUR TREND TWO
A fluid system for the liquid
consumer
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
“Fluid consumers” use
non-linear decision
making processes
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Should I stay or sould I go ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
What about a win win easy/
fluid engagement system ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Facebook: a universe with a
real personnality and specific
rules
See and Be seen
Need to be in control of what I say - I
show - I like on my profile
: the cool attitude
= a place for me & my friends
= a relationship
Me my friends
Stay in contact
Activator of relationships
Share moments & ideas
Have fresh news
To be « in » parties,
concerts, after parties
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
CONFIDENTIALITY?
ADDICTION?
SOCIAL SKILLS?
LOOSING TIME?
BRANDS FIGHTING
TO GET INTO MY
MIND?
WHO ARE MY TRUE
FRIENDS?
COSIER ON FB
THAN IRL?
SPENDING TOO MUCH TIME ON FB IS…
NOT SOCIALLY COOL?
DANGEROUS FOR YOUR PRIVACY?
What are you afraid of?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
In turn, Facebook is
becoming our life barometer
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Brands on Facebook
BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS
« Het moet passen met wat ik op Facebook doe »
as a brand, the question is : which community to build around one of our core missions transposable to Facebook’s spirit?
BRAND VALUES
FACEBOOK DYNAMIC
PERSONAL INTEREST
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital THIS IS NOT JUST ANOTHER HIDDEN
COMMERCIAL
BRAND COMMUNICATION ON FACEBOOK
SHOULD BE RELEVANT WITH THE DNA OF
EACH OF THE 3 ACTORS PRESENT
1. THE VALUES OF THE BRANDS
2. THE INTEREST OF THE CUSTOMER AND
HIS PEERS
3. THE DYNAMIC ON FACEBOOK (fun, video
sharing, networking, pictures « mise en
scène », events organization and attendance,
with humor…)
BRAND VALUES
FACEBOOK DYNAMIC
PERSONAL INTEREST
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
“Digital natives” are already
a yesterday’s label…
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new deal with the brand:
more reactive
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
And they don’t always mean
to be “nice”!
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
6.Conclusions
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
…Chicken or eggs ?!
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
A new challenge
= a new deal ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Are we brave enough to get
rid of old point of views ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
And are we wise enough to
keep marketing gadgets at a
distance?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
New brand relationship =
understanding an ecosystem
?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
New brand relationship =
taking care of an energy
capital?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
We need to work on
specificity and relevance
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
We need to be empathetic
and show it
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
We need to clarify who we
are and what our vision is
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
We must say thank you to
those who are with us
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
How could we switch from a
monologue to a dialogue ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Do we have to talk about
shopping in all our
conversations ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
What is the limit between
real conversation and blabla
?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Re-explore the classic
toolbox with a fresh eye ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Mutual R O I
A new deal based on the
concept of mutual R.O.I ?
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
• A WORLD OF TOO MUCH : too much information on too many
channels?
• A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED
TIME : – It has to be fast and « to the point ».
– Or it has to be quality time.
Facebook time = loosing time? = relax time? = social time?
• EVERYONE CAN BE AN EXPERT ON THE INTERNET: – The impression that the balance of power is shifting.
– Do brands still master their image on the internet?
– In reality, a rather passive and opportunistic attitude of internet users
in Belgium.
• MY OWN MEDIA PLAN : my own breaking news, TV shows in
streaming, FFW function on my TV to skip commercials, download
movies just out in the US…
ÉGÉRIE RESEARCH 2014 ©
The social media situation
10 lundis pour
rattraper le train du
digital
Group belongings, fan pages, networks, videos posted on my wall and
all the messages I am sending to the world about my core values,
strengthening my links with my networks
• MATURE TEENS AND « ADULESCENTS »? : internet as a game.
Even practical information should be delivered in a fun and visually
attractive way.
• DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON
FACEBOOK IN PARTICULAR: nobody can ignore those issues
and should behave accordingly
• A WORLD OF LOOK-ALIKES : in shops as well as in banners on
the internet, marketeers get their inspiration from others
discriminating added-value should be crystal clear so as to allow
proximity with a brand
ÉGÉRIE RESEARCH 2014 ©
A private world of « me and
my friends »
10 lundis pour
rattraper le train du
digital
• Get more, in a lot less time
• The illusion of discovering the wonders of the world, and
often ending up realizing everybody has the same source
• A totally integrated information search that still requires
guidance to be efficient
• The new way to be in contact with brand proposals :
= more comparison : a more challenging attitude : the feeling
on the consumer side to be smart and less naïve
= more access to the brand spirit : new collections, advices,
making of the commercials, pre sales…
Information role
= an active attitude
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Communication role
= a dynamic attitude • For women, a two-way impact of the internet : it makes their life
smoother, it also replaces meetings in real life
• For teens, the natural way to communicate whenever and however they
want, with their close friends
ÉGÉRIE RESEARCH 2014 ©
• Blogging: several personal blogs per « theme »
(holidays, parties, mangas…) mainly for pic sharing
(very young teens) or influential bloggers talking
about cultural / musical / fashion trends Cooking
blogs or DIY blogs are also very popular among
women Personal
blogs have become quite useless after creation of
Facebook profile’s
BUT where to find them? Browsing is not easy and is hence limited to
friends’ recommendations or major websites with forums / blogs / news
/ advice sections
10 lundis pour
rattraper le train du
digital
TO DO LIST ... • We all need to change and show our understanding of the
changing world
• We have to accept that the know-how is not only in our
hands anymore
• We need to give guidance as a sign of sharing expertise
• We have to show respect for people as “own life experts” :
the consum-actor
• We have to show empathy (real empathy) and
• We have to say “thank you”
• We have to accept the deal and do the job together
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
• We need to invent the dialogue of tomorrow
• We need to try and accept the risk of error
• We have to work on our specificities and our elements of
differentiation
• We need to be inspired by "bottom up" stories closer to
real life
• We need to accept to "reset the story" of an evolutive
world
ÉGÉRIE RESEARCH 2014 ©
TO DO LIST ...
10 lundis pour
rattraper le train du
digital
ÉGÉRIE RESEARCH 2014 ©
10 lundis pour
rattraper le train du
digital
Joelle Liberman
ÉGÉRIE RESEARCH 2014 ©