HUBFORUM Sao Paulo : http://hubforum.com/saopaulo/ On June 5th 2014, the HUBFORUM made its first appearance in Sao Paulo. The opportunity to gather 80 brazilian and international experts on the up coming trends and best practices in digital marketing. On the eve of the world cup, fifteen speakers have made an overview of the brazilian digital market and ecosystem.

1.
www.hubins*tute.com
›
Paris
-­‐
Moscow
HUBIns*tute|www.hubins*tute.com
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rights
reserved
.
Social
Media
&
Digital
:
3
Trends
for
2014/15

2. Ex
CEO
&
co
Founder
of
Vanksen
one
of
the
leading
interna*onal
digital
&
social
media
agency
(10
years)
Emmanuel
Vivier
Interna*onal
digital
+
social
media
expert
&
speaker
hZp://www.hubins*tute.com
©EmmanuelVivier.
All
rights
reserved.
|
www.emmanuelvivier.com
2
Have
conceived
&
lead
more
than
350
marke*ng
2.0
campaigns
in
the
past
6
years
Have
assisted
leading
brand
such
as
Nokia,
Chanel,
Guerlain,
L’Oréal,
Givenchy,
Thierry
Mugler,
Disney,
CocaCola,….
Trained
more
than
5.500
execu*ve
&
spoke
at
more
than
400
events
worldwide
Now
CEO
&
cofounder
of
The
HUB
INSTITUTE,
a
digital
«
think
tank
»
- Phone : +33.6.11.62.37.94
- Email : emmanuel.vivier@hubinstitute.com
- Twitter : @emmanuelvivier
- Site : http://www.emmanuelvivier.com

3. The
HUB
INSTITUTE
A
digital
Think
Tank
:
Consul*ng
+
Training
+
Research
+
Events
www.hubins*tute.com
©EmmanuelVivier.
All
rights
reserved.
|
www.emmanuelvivier.com
3
Research
Publication, Reports &
Knowledge Base
Events
Digital Summits &
Corporate Events
Consulting
Strategic Consulting
Training
+ 30 Training Modules
_Accelerate your digital
leadership
Innovative strategies
for leading brands & org

4. TREND
#1.
Tools
&
Technology
ARE
NOT
a
Strategy
©
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rights
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4

5. Social
Media
adop*on
by
consumers
is
s*ll
exploding
©
HUB
Ins*tute
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rights
reserved.
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5
1.28
billion
ac*ve
members,
160.5M
UV/m
in
the
US,
55%
from
mobile
(604M)
1.1B
UVisitors/m,
4
billion
viewed
videos/day,
25%
traffic
from
mobile
214
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, 60% on mobile
110
millions
blogs,
48
billion
total
posts,
308M
UV/m
(sept
2012),
133
employee
100M
ac*ve
users,
40
million
shared
photos
/day
238M
ac*ve
members,
39.59
M
UV/m
in
the
US,
4,2M
UV/m
in
France
500M
accounts,
125M
ac*ve
members,
26,25
M
users
in
the
US
74
million
ac*ve
members,
2.6
billion
viewed
pages/m,
130M
UV/m
worldwide
(259.000
UV/m
in
France,
25.3M
UV/
m
in
the
US
35M
accounts,
8M
ac*ve
members,
3.5B
checkins

6. Social
Media
adop*on
by
consumers
is
booming
But
some
plamorms
are
cleary
leading
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6
1280
1100
300
289
241
200 169
74
45
0
200
400
600
800
1000
1200
1400
Facebook YouTube Google+ LinkedIn Twitter Tumblr Instagram Pinterest Foursquare
Nombred’utilisateursactifs(enmillions)
Number of active users
(in millions)

7. Social
is
becoming
more
and
more
mobile
A
lot
of
new
social
networks
4300
M
uses
©
HUB
Ins*tute
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rights
reserved.
|
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7
350M
users
150
M
users
400
M
messages/day

8. Banners'
SMS'
'
'
Geolocalize'
Marke1ng'
Mobile'
Site'
Mobile''
Apps'
'Push''
no1fica1ons'
'
'
Mobile''
Marke1ng'
'
'
Digital,
mobile
&
Social:
Numerous
new
tools
&
tac*cs
8
!Chat!&!
!call!back!
Retarge/ng!
Affilia/on!
E6commerce!
Affilia/on!
Website!
Banners!
Emailing!
Newsle=er!
SEO/SEM!
Marke/ng!1.0!
Retail'2.0'
RSS,''
Podcasts'
&'video4'
casts'
Desktop'
&'online'
widgets'
Viral'
Marke>ng'
'
Buzz,'
Street'
&'Guerilla''
Buzz''
Monitoring'
Social'Media'
(Facebook,'
YouTube,'TwiHer)'
Bloggers'
Outreach'
Blogs,'Wikis'
&'online''
communi>es'
User'
Generated'
Content'&''
crowdsourcing'
Marke>ng'2.0'
©
HUB
Ins*tute
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rights
reserved.
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9. Tools
&
Technologies
are
only
a
mean
to
an
end
hZp://tomfishburne.com/2012/04/going-­‐digital.html
9
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10. BIG
Business
think
social
is
about
technology
and
tools
Instead
of
engaging
with
communi*es
via
great
experience
and
content
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10
Tools,
Technologies
&
Plamorms
are
not
not
a
strategy
≠
Crea*vity
≠
Being
a
social
brand

11. • UNIQUE
&
BESPOKE
Each
brand
is
unique,
with
a
different
personality
and
therefore
requires
a
specific
approach.
There
is
no
«
1
fits
all
»
magic
solu*on.
Each
need
a
bespoke
strategy
relevant
to
its
DNA
and
objec*ves.
• REAL
TIME
Consumers
expect
a
high
reac*vity
from
brands
online
• RESPECT
Consumers
want
to
be
treated
like
humans.
Failure
to
do
so
online
might
end
up
in
a
bad
buzz.
• VALUE
You
need
to
deserve
consumers
aZen*on
(vs
buying
it
through
media)
by
offering
u*lity,
useful
informa*on
or
entertainment
• AUTHENTICITY
With
web
2.0
brands
should
avoid
any
major
gap
between
their
promises
and
reality…
It
is
all
about
transparency
in
a
world
where
any
unhappy
customers
can
share
its
trouble
with
the
world.
• PARTICIPATION
Offer
“oxygen”
to
your
consumers
to
let
them
express
themselves
in
a
real
conversa*on
with
and
around
the
brand
(UGC,
crowdsourcing,..)
But
before,
get
into
the
right
state
of
mind
6
keywords
to
understand
the
spirit
behind
marke*ng
2.0
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11

12. T.O.M.S.T.E.R.
:
The
social
media
marke*ng
method
Methodology
created
by
Emmanuel
Vivier
|
www.emmanuelvivier.com
Target
Who
is/are
your
targeted
groups?
Objec*ves
What
are
your
key
objec*ves
?
(Buzz)
Message
What’s
your
key
message?
Strategy
What’s
your
strategy
/
what
step(s)
of
the
customer
cycle
?
TouchPoints
What
touchpoints
&
technology
(paid,
own
earn)
do
you
plan
to
use?
Evalua*on
KPIs
What
will
be
your
key
metrics
?
Resources
What
are
your
available
resources
&
constraints
?
• Budget,
Timing,
Skills,
Constraints
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12

13. TREND#2.
DIGITAL/SOCIAL
is
all
about
conceiving
«
contagious
experiences
»
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13

14. AZen*on
is
the
new
real
value
Source
:
Image
from
the
talented
Hugh
MacLeod,
Gapingvoid.com
14
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15. «
Carpet
bombing
»
is
less
and
less
efficient
The
age
of
interrup*ve
marke*ng
is
over!
15
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rights
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16. You
need
to
deserve
people’s
aZen*on
Welcome
to
Permission
Marke*ng
16
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rights
reserved.
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17. Digital/social
is
all
about
conceiving
«
contagious
experience
»
Differen*a*ng
+
u*lity
+
interac*vity
+
=
wow
effect,
desire,
aZen*on
Source
:
modèle
créé
par
Emmanuel
Vivier
Countagious
Experience
Source
:
Model
created
by
Emmanuel
Vivier
The
3D
marke*ng
model©
17
©HUBIns*tute.
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rights
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|
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18. Brand
Content
:
A
new
trend
really?
18
Launched
in
1955
by…
Created
in
1900
by…
Created
in
1930
(radio)
&
1950
(TV)
by…
©HUBIns*tute.
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rights
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19. Create
exci*ng,
worth
to
be
shared
content,
not
adver*sing
Original
brand
content
:
Volvo
trucks
hZps://www.youtube.com/watch?v=Jf_wKkV5dwQ
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rights
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19

20. Create
exci*ng,
worth
to
be
shared
content,
not
adver*sing
Original
brand
content
:
Volvo
trucks
hZp://www.youtube.com/watch?v=M7FIvfx5J10
©HUBIns*tute.
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rights
reserved.
|
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20

21. Connect
offline
and
online
with
social
Coca-­‐Cola
in
India
&
Pakistan
hZp://www.youtube.com/watch?v=ts_4vOUDImE
21
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rights
reserved.
|
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22. Create
non
expected
caring
gesture
Coca-­‐Cola
:
share
a
can
hZps://www.youtube.com/watch?v=72fRuE8vmo0
©EmmanuelVivier.
All
rights
reserved.
|
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22

23. Or
create
brand
u*lity,
but
not
adver*sing
It
is
all
about
engagement
©HUBIns*tute.
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rights
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23
Nike
have
access
to
the
data
of
5M
users
of
the
NIKE+
app!!!!
Engagement <> User Data

24. Or
create
brand
u*lity,
but
not
adver*sing
Fiat
EcoDrive
:
an
app
to
improve
your
fuel
consump*on
hZp://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm
24
©HUBIns*tute.
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rights
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25. From
selling
cars
to
providing
a
bespoke
driving
experience
Fiat
EcoDrive
:
an
app
to
improve
your
fuel
consump*on
hZp://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/default.htm
25
©HUBIns*tute.
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rights
reserved.
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26. Brand
U*lity
:
being
useful
is
not
so
complicated
Estée
Lauder
invite
clients
to
store
to
get
a
beZer
Facebook
picture
26
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rights
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27. It’s
all
about
personalised
interac*ons
Personalise
your
campaigns
&
brand
experiences
for
a
much
bigger
impact
hZp://www.intel.com/museumofme/r/index.htm
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rights
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27

28. It’s
all
about
personalised
interac*ons
Personalise
your
campaigns
&
brand
experiences
for
a
much
bigger
impact
hZps://vimeo.com/52881274
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28

29. TREND
#3.
BIG
DATA
Hype
or
priority?
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29

30. Web
+
mobile
+
social
media
+
Internet
Of
Things
(IOT)
An
explosion
of
the
volume
of
data
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30
Digital information X9 in 5 years

31. Web
+
mobile
+
social
media
+
Internet
Of
Things
(IOT)
An
explosion
of
the
volume
of
data
©HUBIns*tute.
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rights
reserved.
|
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31
1.8B photos uploaded & shared/Day!
X2 each year
Source: KPCB estimates based on publicly disclosed company data, 2014 YTD data per latest as of 5/14.

32. Web
+
mobile
+
social
media
+
Internet
Of
Things
(IOT)
An
explosion
of
the
volume
of
data
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rights
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32
Source : http://consumertechnik.wordpress.com/2013/03/20/why-things-matter/
Internet Of Things (IOT)

33. BIG
DATA
The
3V
:
Volume,
Velocity,
Variety
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33

34. BIG
DATA
Is
not
only
a
marke*ng
challenge
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34
http://www.capdigital.com/strategies/bigdata

35. Big
Data
is
a
big
challenge
And
will
require
huge
investments….
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35
1.9Billion $ invested by the
NSA and its latest data center

36. Big
Data
is
a
big
challenge
Cloud
compu*ng
&
processing
will
hemp
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36

37. Big
Data
is
a
big
challenge
Oracle,
Salesforce,
Adobe
:
the
raise
of
global
Data
Marke*ng
Pla~orms
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rights
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37
Data marketing platforms
Site
Management
&
personaliza*on
Buzz
Monitoring
Media
Targe*ng
&
Buying
Management
Social
Media
Presence
Management
RealTime
360°
Analy*cs
CRM
&
Clients
Database
Adobe IBM Microsoft Oracle Salesforce

38. Big
Data
is
a
big
challenge
What
about
the
consumers
acceptance?
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38

39. Big
Data
is
a
big
challenge
Big
Data
is
nice…
but
check
your
priori*es
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39
Don’t
forget
Small
Data!
A/B testing SEO/SEA
Emailing WebAnalytics

40. How
many
Facebook
fans
do
you
have?
How
many
emails?
Ques*on
Facebook
fans
vs
Email
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40

41. Ex
:
Be
crea*ve
in
Capturing
data
from
your
clients
Exemple
:
Milka
Last
Square
hZp://www.youtube.com/watch?v=H6NWTJyWHqc
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41

42. Are
you
ready
for
«
real*me
»
marke*ng?
Social
CRM
:
E-­‐reputa*on
+
CRM
+
Client
Support
+
Targeted
promo
:
ex
Cisco
hZp://www.youtube.com/watch?v=QUY9fr2ZqU
42
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rights
reserved.
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43. Big
Data
is
a
big
challenge
Quality
>
Quan*ty
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43
SMART
DATA
>
BIG
DATA
Real
Time
+
Predic*ve
+Measure
+
Targe*ng
=
+ROI

44. Big
Data
is
a
big
challenge
You
are
entering
a
new
industry
©HUBIns*tute.
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rights
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44
We
are
all
becoming
so~ware
companies.
Say hello to your competition:

45. CONCLUSION
&
QUESTIONS?
Q&A
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Ins*tute
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45

46. Social
Media
:
3
Trends
for
2014
Conclusion
3
key
success
factors
Work
in
progress
Priorizing
Transform
or
Die
46
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rights
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