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BRANDS 
AND 
SOCIAL MEDIA 
A FORCED 
MARRIAGE? 
BABM – 20TH BIRTHDAY 
HUGUES L. REY – 9TH OF OCTOBER 2014
70 people 
(100% Digital)
THE CHALLENGE: 
MEANINGFUL BRANDS 
INTEGRATION 
IN AN ORGANIC WORLD 
THROUGH AN OSEPAPPROACH
The symptom 
People only care about 30% of brands 
Most people would not care if 70% of 
brands disappeared... 
HM Intelligence BI 10/31/2014 page 4
The problem: 
The connection between most brands and 
consumers today could be weak 
SYMPTOMS 
THE CORE PROBLEM 
Low Perceived Value 
(Quality Outcomes) 
Poor Interactions 
(how we interact & 
communicate) 
Relationship 
People - Brand 
Irrelevance 
Lack of Trust 
Commoditization 
Indifference 
HM Intelligence BI 10/31/2014 page 5
What makes brandsmeaningful? 
Personal 
well-being 
Personal Outcomes 
Communications 
Talk, Think, Trust 
Quality Interactions 
Product 
Outputs 
Collective 
well-being 
Collective Outcomes
Meaningful Communications … 
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN 
PROVIDE PERSONAL & COLLECTIVE VALUE 
SHARE A BRAND STORY 
CONNECT EXPERIENCES ACROSS ALL PLATFORMS 
IGNITE CONVERSATION & ACTION
SET UP THE SCENE 
WE LIVE IN AN ORGANIC WORLD 
* +1.5 BILLION PEOPLE ARE INTERCONNECTED 
THROUGH SOCIAL & MOBILE PLATFORMS 
* PEER 2 PEER ORGANIC 
DISTRIBUTION GOES MOBILE 
* SOFTWARE IS EATING 
THE WORLD 
AMAZON, NETFLIX, AIRBNB 
THE AUDIENCE IS TRULY THE 
MEDIA
EACH PLATFORM IS A VILLAGE 
FB, LINKEDIN, TWITER
Audience is the new reach
Demographic Media Planning
Audience Planning
The power of Volume -Atlas
ALGORiTHMS SHAPE 
THIS ORGANIC WORLD 
GOOGLE : PAGE RANK 
FACEBOOK : EDGE RANK 
TWITTER : SPREAD RANK
1% OF BRANDS HAVE 
AN ORGANIC REACH OF 84% (FB) 
FACEBOOK 
ORGANIC 
REACH 
2008 : 35% 
2012 : 16% 
2014 : 6%
Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium
CONTENT IS THE BEST ASSET 
FOR BOOSTING ORGANIC REACH
BOUNDARIES ARE BLURRING 
ADVERTISING vs CONTENT 
MEDIA USE IN 2013/14 
BRAND CONTENT : +88% 
NATIVE ADS : + 65%
Beating traditional communication by using 
creative formats 
VS
Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium
Best practices examples
DATA DRIVEN & CONTENT 
POWERED 
SOCIAL MEDIA ? 
AUDIENCE IDENTIFICATION 
FOSTER CONTENT
Break the Silos 
Integrate in the global process
EARNED 23% 
CONSUMMER AND BRAND INTERRACTION 
(Source: Havas Media POE Study – 255 Brands) 
2014 55% 22% 
23% 
2012 59% 19% 22% 
2011 58% 17% 25% 
41% from ARTICLES ET 
PRESS COVERAGE 
in the various media 
36% of EARNED MEDIA’S 
IMPACT comes from 
OPINIONS of FRIENDS AND 
FAMILY 
23% from OPINIONS of 
SURFERS (blogs, forums, 
community networks, etc ...)
People perception 
To what extent, do you trust the following forms of advertising ? 
Ambassadors and influencers are concentrated in the Top3!
Social Media – there is a gap 
Source: IBM, From Social Media to Social CRM. What customers want.
So what’s your Social media mission? 
27
Kellogg’s Instashop 
1 
Snap photo + post 
with #NyaSpecialK 
hashtag 
2 3 
Show phone to 
cashier 
Get special treat
Social is out of the Silos 
The hashtag has united 
marketing campaigns not 
only across social networks, 
but offline as well
Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium
During Breaks, 2nd screen becomes first one 
-17% 47% -9% 
Programs that generate “buzz” 
suffer less from zapping 
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club 
RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min 
Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ
Example: Hello Bank! & The Voice – Integration 
LIVE 
INTEGRATION 
OF TWEETS
Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium
The TOP CHEF case 
Briefing: Being active and interact with 
Social TV users 
Recommendation: 
• Every day of the TV show, place #TopChef in first position in the 
Twitter trend. 
• Each highlight of the show, a sponsored Tweet highlighted for 
relaying products cooked by candidates. 
Results: 
• 45 million views for the trend #Topchef, 
• 780,000 Tweets Auchan 
• With a 6.7% engagement rate
The TOP CHEF case
Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium
3
FILM
I 
SHARE
I LIKE
I 
KNOW
Plugins everywhere 
Marketing 
operations 
Marketing 
operations on 
Facebook 
Main website 
Mobile
Unique ID 
Forrest Gump Tom Hanks 
Programmatic marketing 
Social Graph 
(500 millions edges) 
Open Graph 
(40 millions objects) 
Knowledge Graph 
(1 billion entities) 
watched 
Forrest Gump 
(on YouTube) 
Cloud Atlas 
(on Flixster) 
Clément 
wants to watch 
Unique ID 
Cloud Atlas 
School friends 
Coworkers 
Jean 
Forrest Gump 
(on Allociné) 
(sponsored)
External 
Data 
Programmatic 
marketing 
Engagement 
platform 
Conversions 
Earned & Owned impact 
Effective & efficient Paid 
+ 
++ 
+ + 
+ + 
Data 
Management 
Information 
Map 
MFG 
Data Intelligence 
Brand/product 
s awareness
Decision-support insights 
Paid media 
Solution: 
Establish facebook 
fan pages 
/GoT License 
Goal: 
Use Facebook to 
increase sales of 
GoT season 2 DVD 
/ Amazon 
Context: 
Large amount of 
data thanks to 
My Warner Mktg 
operations
Games of Thrones 
Paid media 
Facebook Ads campaign 
Without 
Insights 
from My 
Warner 
With Insights 
from My 
Warner 
# clicks to 
Amazon 
1 261 7 971 
Cost 
per click 
0,23 € 0,21 €
The Hangover Ads Campaign 
Paid media 
Solution: 
Establish video topics 
linked with the 
Hangover license 
Goal: 
Increase awareness 
about the release of The 
Hangover 3 in Theaters 
Context: 
Large amount of data 
thanks to multiple 
My Warner marketing 
operations
Results 
Paid media 
YouTube Ads campaign 
Without Insights 
from My Warner 
With Insights 
from My Warner 
# views 28,228 129,736 
Cost 
per view 
€0.02 €0.02
CONCLUSIONS
Brands & Social 
Media 
Un Marriage 
d’Amour !
Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium

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Babm - 20th Birthday (9 10 2014) - Brands and social media: a forced marriage? HUGUES REY CEO Havas Media Belgium

  • 1. BRANDS AND SOCIAL MEDIA A FORCED MARRIAGE? BABM – 20TH BIRTHDAY HUGUES L. REY – 9TH OF OCTOBER 2014
  • 2. 70 people (100% Digital)
  • 3. THE CHALLENGE: MEANINGFUL BRANDS INTEGRATION IN AN ORGANIC WORLD THROUGH AN OSEPAPPROACH
  • 4. The symptom People only care about 30% of brands Most people would not care if 70% of brands disappeared... HM Intelligence BI 10/31/2014 page 4
  • 5. The problem: The connection between most brands and consumers today could be weak SYMPTOMS THE CORE PROBLEM Low Perceived Value (Quality Outcomes) Poor Interactions (how we interact & communicate) Relationship People - Brand Irrelevance Lack of Trust Commoditization Indifference HM Intelligence BI 10/31/2014 page 5
  • 6. What makes brandsmeaningful? Personal well-being Personal Outcomes Communications Talk, Think, Trust Quality Interactions Product Outputs Collective well-being Collective Outcomes
  • 7. Meaningful Communications … ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN PROVIDE PERSONAL & COLLECTIVE VALUE SHARE A BRAND STORY CONNECT EXPERIENCES ACROSS ALL PLATFORMS IGNITE CONVERSATION & ACTION
  • 8. SET UP THE SCENE WE LIVE IN AN ORGANIC WORLD * +1.5 BILLION PEOPLE ARE INTERCONNECTED THROUGH SOCIAL & MOBILE PLATFORMS * PEER 2 PEER ORGANIC DISTRIBUTION GOES MOBILE * SOFTWARE IS EATING THE WORLD AMAZON, NETFLIX, AIRBNB THE AUDIENCE IS TRULY THE MEDIA
  • 9. EACH PLATFORM IS A VILLAGE FB, LINKEDIN, TWITER
  • 10. Audience is the new reach
  • 13. The power of Volume -Atlas
  • 14. ALGORiTHMS SHAPE THIS ORGANIC WORLD GOOGLE : PAGE RANK FACEBOOK : EDGE RANK TWITTER : SPREAD RANK
  • 15. 1% OF BRANDS HAVE AN ORGANIC REACH OF 84% (FB) FACEBOOK ORGANIC REACH 2008 : 35% 2012 : 16% 2014 : 6%
  • 17. CONTENT IS THE BEST ASSET FOR BOOSTING ORGANIC REACH
  • 18. BOUNDARIES ARE BLURRING ADVERTISING vs CONTENT MEDIA USE IN 2013/14 BRAND CONTENT : +88% NATIVE ADS : + 65%
  • 19. Beating traditional communication by using creative formats VS
  • 22. DATA DRIVEN & CONTENT POWERED SOCIAL MEDIA ? AUDIENCE IDENTIFICATION FOSTER CONTENT
  • 23. Break the Silos Integrate in the global process
  • 24. EARNED 23% CONSUMMER AND BRAND INTERRACTION (Source: Havas Media POE Study – 255 Brands) 2014 55% 22% 23% 2012 59% 19% 22% 2011 58% 17% 25% 41% from ARTICLES ET PRESS COVERAGE in the various media 36% of EARNED MEDIA’S IMPACT comes from OPINIONS of FRIENDS AND FAMILY 23% from OPINIONS of SURFERS (blogs, forums, community networks, etc ...)
  • 25. People perception To what extent, do you trust the following forms of advertising ? Ambassadors and influencers are concentrated in the Top3!
  • 26. Social Media – there is a gap Source: IBM, From Social Media to Social CRM. What customers want.
  • 27. So what’s your Social media mission? 27
  • 28. Kellogg’s Instashop 1 Snap photo + post with #NyaSpecialK hashtag 2 3 Show phone to cashier Get special treat
  • 29. Social is out of the Silos The hashtag has united marketing campaigns not only across social networks, but offline as well
  • 31. During Breaks, 2nd screen becomes first one -17% 47% -9% Programs that generate “buzz” suffer less from zapping Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ
  • 32. Example: Hello Bank! & The Voice – Integration LIVE INTEGRATION OF TWEETS
  • 34. The TOP CHEF case Briefing: Being active and interact with Social TV users Recommendation: • Every day of the TV show, place #TopChef in first position in the Twitter trend. • Each highlight of the show, a sponsored Tweet highlighted for relaying products cooked by candidates. Results: • 45 million views for the trend #Topchef, • 780,000 Tweets Auchan • With a 6.7% engagement rate
  • 35. The TOP CHEF case
  • 37. 3
  • 38. FILM
  • 42. Plugins everywhere Marketing operations Marketing operations on Facebook Main website Mobile
  • 43. Unique ID Forrest Gump Tom Hanks Programmatic marketing Social Graph (500 millions edges) Open Graph (40 millions objects) Knowledge Graph (1 billion entities) watched Forrest Gump (on YouTube) Cloud Atlas (on Flixster) Clément wants to watch Unique ID Cloud Atlas School friends Coworkers Jean Forrest Gump (on Allociné) (sponsored)
  • 44. External Data Programmatic marketing Engagement platform Conversions Earned & Owned impact Effective & efficient Paid + ++ + + + + Data Management Information Map MFG Data Intelligence Brand/product s awareness
  • 45. Decision-support insights Paid media Solution: Establish facebook fan pages /GoT License Goal: Use Facebook to increase sales of GoT season 2 DVD / Amazon Context: Large amount of data thanks to My Warner Mktg operations
  • 46. Games of Thrones Paid media Facebook Ads campaign Without Insights from My Warner With Insights from My Warner # clicks to Amazon 1 261 7 971 Cost per click 0,23 € 0,21 €
  • 47. The Hangover Ads Campaign Paid media Solution: Establish video topics linked with the Hangover license Goal: Increase awareness about the release of The Hangover 3 in Theaters Context: Large amount of data thanks to multiple My Warner marketing operations
  • 48. Results Paid media YouTube Ads campaign Without Insights from My Warner With Insights from My Warner # views 28,228 129,736 Cost per view €0.02 €0.02
  • 50. Brands & Social Media Un Marriage d’Amour !