Media Images and the Social Construction of Reality William A. Gamson
Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this...
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Transcript of Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this...
![Page 1: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/1.jpg)
DOMINIQUE DELPORT - HAVAS MEDIA FRANCE18 OCT 2012
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Marshal Mc Luhan (1967) :The new electronic interdependence recreates the world at the image of a Global Village » (The Medium is the Message, p. 67).
Mc Luhan ‘s Prophecy
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WW : Explosion continue des plateformes sociales
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WW : Rien ne se perd, tout se recrée...même myspace
new.myspace.com :myspace + path + pinterest + tumblr + iTunes
![Page 5: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/5.jpg)
0"
500"
1,000"
1,500"
2,000"
2,500"
1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011"
(millions))
Global)Internet)Popula4on)
Source:(Interna-onal(Communica-on(Union,(Google(
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Global&Popula*on&
Internet&Popula*on&
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011"
(millions)&
Global&Internet&Popula*on&
Source:(Interna-onal(Communica-on(Union,(Google(
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Personal)Computers)
Smartphones)
Tablets)
)3))))
)500,000,000))
)1,000,000,000))
)1,500,000,000))
)2,000,000,000))
)2,500,000,000))
)3,000,000,000))
2000) 2001) 2002) 2003) 2004) 2005) 2006) 2007) 2008) 2009) 2010) 2011) 2012E) 2013E) 2014E) 2015E) 2016E)
Units)
Global)Internet)Device)Sales)
Source:(Gartner,(IDC,(Strategy(Analy5cs,(company(filings,(BI(Intelligence(es5mates(
WW : Explosion continue des usages mobiles
We are here
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WW : Plus de mobile, plus de social
5%#
Pandora#
70%#
1%#
Facebook#33%#
Twi6er#
55%#
0%#
25%#
50%#
75%#
2008# 2009# 2010# 2011#
%#of#T
raffic#from
#Mob
ile#
Source:#Mary#Meeker,#Kleiner#Perkins,#companies#
![Page 10: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/10.jpg)
2013 : Quels enjeux Pub & Médias ?
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$0#
$5#
$10#
$15#
$20#
$25#
$30#
$35#
1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#
(billions))
U.S.)Digital)Adver6sing)
Source:(IAB(
US : Explosion continue de la pub online
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Offline&
Online&$0#
$20#
$40#
$60#
$80#
$100#
$120#
$140#
$160#
$180#
1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#
(billions)&
U.S.&Adver4sing&
Source:(IAB,(U.S.(Census(Bureau,(Stategy(Analy7cs.(BI(Intelligence(es7mates((
US : Mais 20% ( seulement IP nets )
![Page 13: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/13.jpg)
41%$ 42%$
23%$
38%$20%$
9%$
11%$
7%$
6%$
4%$
$0$
$10,000$
$20,000$
$30,000$
$40,000$
$50,000$
$60,000$
$70,000$
$80,000$
2006$ 2007$ 2008$ 2009$ 2010$ 2011$
U.S.$Adver*sing$Revenue$(millions)$
Source:$Company$filings$and$BI$Intelligence$esEmates.$Companies$include:$Google,$Yahoo,$AOL,$MicrosoN,$Facebook,$Time$Warner,$Disney,$Viacom,$CBS,$News$$Corp,$New$York$Times,$GanneX,$McClatchy,$Time$Inc,$Entercom,$CBS$Radio,$Clear$Channel,$Citadel,$Cum$
U.S.$Adver*sing,$2006:2011$
Online$
Television$
Print$
Radio$Outdoor$
US : 2ème média après TV
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US : Plateformes vs Portails
Yahoo%
Microso+%AOL%
Google%
Other%
Facebook%
$0#
$1,000#
$2,000#
$3,000#
$4,000#
$5,000#
$6,000#
$7,000#
$8,000#
$9,000#
2Q06#3Q06#4Q06#1Q07#2Q07#3Q07#4Q07#1Q08#2Q08#3Q08#4Q08#1Q09#2Q09#3Q09#4Q09#1Q10#2Q10#3Q10#4Q10#1Q11#2Q11#3Q11#4Q11#1Q12#
Digital%Adver:sing%Revenue%(millions)%
U.S%Digital%Adver:sing:%Winners%And%Losers%
Source:(company(filings,(BII(es6mates(
40%%
11%%
30%%
13%%
6%%
55%%
11%%
8%%
7%%
4%%
15%%
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US : Plateformes Sociales vs Portails
Social'Networks'
Portals'
0'
5'
10'
15'
20'
25'
30'
Nov62010' Dec62010' Jan62011' Feb62011' Mar62011' Apr62011'May62011' Jun62011' Jul62011' Aug62011' Sep62011' Oct62011' Nov62011' Dec62011'
Average'Minutes'Per'Usage'Day'
Average'Time'Spent:'Portals'vs.'Social'Networks'(U.S.)'
Source:(comScore(
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US : Facebook loin devant
!"!!!!
!20,000!!
!40,000!!
!60,000!!
!80,000!!
!100,000!!
!120,000!!
!140,000!!
!160,000!!
!180,000!!
!200,000!!
Nov"2010!Dec"2010! Jan"2011! Feb"2011!Mar"2011! Apr"2011!May"2011! Jun"2011! Jul"2011! Aug"2011!Sep"2011! Oct"2011! Nov"2011!Dec"2011!
Monthly!Unique!Visitors!(thousands)!
Social!Networks:!Unique!Visitors!(U.S.)!
Source:(comScore(
Facebook!
Google!Sites!Yahoo!Sites!
Pinterest!Tumblr!
LinkedIn! TwiTer! Google+!
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US : Plateformes vs Portails
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80.6%&
9.7%& 7.5%& 1.7%& 0.5%& 0.02%&0.0%&
10.0%&
20.0%&
30.0%&
40.0%&
50.0%&
60.0%&
70.0%&
80.0%&
90.0%&
Google& Yahoo& Bing& AOL& Facebook& TwiBer&
Percentage&Of&Traffic&&
Drivers&of&ELCommerce&Traffic&
Source:(RIchRelevance(
E Commerce vs F Commerce
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1: Social Médias : l’effet Booster
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1/3 lecteur est adepte de la version papier & de la version électronique
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+ d’écrans, + de lecteurs, + de revenus ?
Sources : Facebook Insights mai 2012 / Médiamétrie NetRa>ngs Internet fixe Channel avril 2012 / Médiamétrie NetRa>ngs Internet mobile Brand Le Monde avril 2012 / Médiamétrie NetRa>ngs panel iPad Brand Le Monde janvier-‐mars 2012.
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le social reader8 millions de download
40 000 / jourlecteur & prescripteur
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1er groupe readers : les 18-24 ansvenus du monde entier ( Afrique, Latam, US...Uk)
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le temps passé à lire la presseaugmente de pour les
possesseurs de tablettes 75%
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Mac computers iPhone iPad Apple TV
Chrome browser Android Android tablets Google TV
Windows, Office Windows 8 Windows Phone Xbox
PC smartphone tablet smart TV
Ecosystems)expanding).).).)going)beyond)four)screens).).).)
1. Effet Booster
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1. Effet Booster
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Social TV & Connected TV
it’s not people watching connected TVit’s connected people watching TV
![Page 29: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/29.jpg)
2: Social Média = l’effet Data
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Marketing Data High volume (esp. online) & heterogeneity ; direct access for Danone
Transactional Data POS : retailers mostly Online : very scarce (myEvian Evianchezvous, …)
Relational Data Ex: Gananones, Bledina Variable potential depending on brands (involvement factor)
2nd party Web partners, Affiliated sites,
Offline DB, SM pages
1st party Website traffic,
Registration, Commerce, Offline data, E-mails, Geo
Searches
3rd party Bluekai, Weborama, Targus,
Nielsen
2: Social Média = l’effet Data
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2: Social Média = l’effet Data
![Page 33: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/33.jpg)
Open Graph + Base Mail + Big Data = Social CRM
![Page 34: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/34.jpg)
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Social CRM = Real Time Reward
![Page 36: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/36.jpg)
Social CRM = Social Gaming
![Page 37: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/37.jpg)
Social CRM = Gamification
![Page 38: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/38.jpg)
Social CRM = Data Visualisation
![Page 39: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/39.jpg)
Social CRM = Open Graph
![Page 40: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/40.jpg)
Social CRM = Mobile Marketing
![Page 41: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/41.jpg)
Social CRM = Online Conversion
![Page 42: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/42.jpg)
How to credit events prior to
the last ad?
What is the interaction between channels?
What is the impact of social buzz on
conversions?
What paths do customers take?
What is the impact of each touch point?
How to optimize the channel mix to
ROI?
How can I buy smarter?
ArtemisTM is Havas Digital’s proprietary DMP. Built in 2000 by Havas Digital & Price Waterhouse Coopers. It currently holds 100+ terabytes of data in a central warehouse in Madrid & Boston. Havas Digital invests millions annually to continue to offer clients a best in class solution for data management.
2: Social Média = l’effet Data
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Audience Targeting Platform, or
ATP, leverage real time technologies & data to define campaign specific audience segments & integrate with any buying platform
Demand-Side Platform, or
DSP, take full advantage of the liquidity of online inventory by having access across multiple exchanges, networks & publishers, in real-time
Data Management Platform, or
DMP, very fast cookie warehouse with the analytical firepower to crunch, de-duplicate, and analyze campaign and non-campaign data on-demand
2: Social Média = l’effet Data
![Page 44: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/44.jpg)
![Page 45: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/45.jpg)
Ad Networks & Real Time Bidding
![Page 46: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/46.jpg)
Welcome to the « R!"L#$I%& #'E()A#»
![Page 47: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/47.jpg)
3rd party data integration
Real-time page contextualization
Brand protection
Internet users protection
OLV, rich media & mobile
Dynamic creative testing & optimization
Bespoke Premium inventory
Broad Reach / Quali Inventory
THE INTERNATIONAL HAVAS TRADING DESK
ATD OPERATING IN 60 COUNTRIES
![Page 48: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/48.jpg)
1ère salle de marchés médias en Europeau coeur du Digital Village de Havas en France
From Real Time Data to « R!"L#$I%& #'E()A#»
![Page 49: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/49.jpg)
3: Social Média : un effet Bulle ?
Une 3ème révolution industrielle est devant nous
![Page 50: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/50.jpg)
“Old Media”
$366 Billion Market Value
Disney'
Comcast'News'Corp'
Time'Warner'
Time'Warner'Cable'
Viacom'
CBS'
Apple%Google%
Amazon%
Facebook%Yahoo% Twi6er% Hulu% Ne;lix%
$1,089 Billion Market Value
�New Media�
US : New Media x3.5 = Old Media
![Page 51: Social Media Tomorrow : conference with LinkedIn VP Mike Gamson ( his deck is not in this presentation) & Dominique Delport CEO Havas Media France( intro of the conference and current](https://reader033.fdocuments.in/reader033/viewer/2022060108/554cf4dab4c905a5138b4d72/html5/thumbnails/51.jpg)
NASDAQ,'1991*2004'
3: Dépasser l’effet Bulle
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What’s happening to Facebook stock,x75 valuation to x45
is likely a common transition…
Momentum ( high expectations)then Multiple Compression
3: Dépasser l’effet Bulle
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3: Dépasser l’effet Bulle
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Nous sommes rentrés dans une 3ème révolution industrielle
information, commerce,
puis énergie 2.0production 2.0
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« hardware is the new softwarein a connected people-centric world »
Nécessité pour toutes les organisations d’anticiper cette 3ème révolution industrielle.
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