Author Archives: Guillaume du Gardier

Précisions sur l’article de Vision Marketing

Je souhaitais apporter quelques précisions à la suite de la parution de mon interview sur Vision Marketing directement dans les commentaires de l’article, mais rien à faire pour y accéder, je suis donc obligé de le faire ici…:(

La première page de marque FMCG sur Facebook est bien celle -internationale- de Coca-Cola, elle rassemble à elle seule plus de 91 millions de fans comme il est facile de le vérifier sur la dite page ou sur le classement Social Bakers. Au niveau national France, la page nutella compte 3.3 millions de fans, suivie par Oasis avec 2.9 millions de fans puis d’autres, toujours selon Social Bakers.

Si l’on regarde les marques FMCG au niveau international, on trouve dans le top 10 nutella avec 29 millions de fans en 2è position, Ferrero Rocher avec 20 millions de fans en 6è position, enfin Tic Tac en 10è position avec 13 millions. Ces 3 marques totalisent ainsi environ 63 millions de fans. Ajoutez-y quelques pages Kinder, Rafaello  et toute autre page que vous voudrez, vous atteindrez les 80 millions du groupe Ferrero dont j’ai parlé lors de cet entretien.

Coca-Cola reste bien sûr devant nous avec une seule marque pour un groupe qui en compte je crois plus de 250…

Quel intérêt pour tout ce “volume” de fan. Nous savons tous que le débat de la course au fan n’a pas lieu d’être. Par contre, pour nous, marques FMCG, le nombre de fan nous donne un positionnement, une posture par rapport à notre pénétration sur un marché donné. Il s’agit donc d’un indicateur qui nous permet de juger si nous sommes en phase avec nos consommateurs et si nous sommes en contact avec un nombre de fans/consos comparable avec ceux qui nous achètent au quotidien. Entretenir une page de 35000 fans pour une relation réelle quotidienne avec des millions de consommateurs aurait peu d’intérêt dans la mesure où cela ne permettrait pas un impact au niveau national. Oui bien évidemment, un groupe de 35000 consommateurs qui exprimerait un avis favorable ou non-favorable sur une de nos actions ou un de nos produits occuperait toute notre attention, mais sur un réseau social tel que Facebook, une marque FMCG doit entretenir une relation dans une dimension comparable avec celle dont elle dispose avec ses consommateurs du quotidien.

Cela étant dit, tout le monde aujourd’hui est d’accord pour dire que l’atteinte d’un nombre de fan n’est pas l’objectif ultime d’une page, tout se joue sur la qualité des interactions et surtout sur une série de KPIs précis, liés à des objectifs marketing définis. Rien de nouveau ici.

Autre précision que je souhaitais apporter – c’est la raison d’être de ce billet aujourd’hui, les précisions: les mentions sur Twitter de notre marque qui ont lieu chaque minute et plusieurs fois d’ailleurs par minute même souvent, sont celles de nutella, pas de Kinder. Certes, Kinder fait également l’objet de mention régulières, mais Kinder étant comme chacun sait un nom commun en allemand, il y a donc naturellement énormément de mention qui ne sont pas attribuables à la marque au niveau international et donc surtout en Allemagne.

Enfin, le point le plus significatif que je souhaitais appuyer, est que nos marques suscitent surtout beaucoup de contenus UGC dans le monde de la cuisine et des recettes pour nutella, puis Ferrero Rocher, un peu Kinder mais dans une moindre mesure, Kinder étant souvent l’objet via Kinder Surprise de créations DIY sur la base de la “capsule jaune” contenant la surprise, ou Tic Tac encore même dont les boites servent parfois à protéger des iPod Shuffle…

C’est là la grande particularité de nos marques dans les réseaux sociaux, bien au-delà de l’étonnante capacité de nos consommateurs à se regrouper dans des communautés, il y a, avant tout ces contenus qu’ils produisent systématiquement d’eux-même pour parler de nos marques. Il s’agit donc bien de qualitatif avant le quantitatif – même si le quantitatif est impressionnant.

Merci encore à Vision Marketing de nous avoir offert cette opportunité de partager dans leurs colonnes un extrait de nos “préoccupations digitales”… :o)

 

Jusqu’où iriez-vous pour un Nespresso ? Avec George Clooney et Jean Dujardin – BE – YouTube

Jusqu’où iriez-vous pour un Nespresso ? Avec George Clooney et Jean Dujardin – BE – YouTube.

Fantastique, juste fantastique …!

With Atlas Relaunch, Facebook Advances New Cross-Device ID Based On Logged In Users

Facebook has done something big with the relaunch of its Atlas ad server, acquired from Microsoft 16 months ago, but that something has little to do with serving ads. Rather it’s about replacing the beleaguered cookie with a new, more reliable ad-tracking mechanism for the mobile age.

The new Atlas – expected to be unveiled Monday – leverages the relationships Facebook has with users who are logged in across devices to support a new persistent tracking mechanism. This ID, which strips out all but the most basic information about a Facebook user, is the first salvo in what many expect to be a series of moves by large Internet companies such as Google, Yahoo, Amazon and Twitter to use the login as the foundation of ad personalization and measurement.

“What we’re bringing to the table is mobile,” said David Jakubowski, who joined the company recently to head up Atlas and the Facebook Audience Network, the company’s nascent ad network. “When you run an ad on Facebook, they know because you’re logged in. We’ve partnered with all the major apps and ad networks and exchanges very specifically around the mobile world to enable Atlas to receive the ad events. When the ad runs from those places, we can use that to tie back all of the channels.”

With the new cross-device measurement solution, Atlas will also begin to support other features, such as retargeting and pooling data from different sources, that have traditionally been the domain of specialized vendors such as data-management platforms and demand-side platforms.

Via AdExchanger.com: With Atlas Relaunch, Facebook Advances New Cross-Device ID Based On Logged In Users.

How Data Nourishes Agile Marketing At Kraft Foods – Forbes

Article published  by Avi Dan - How Data Nourishes Agile Marketing At Kraft Foods – Forbes.

Eleven or twelve years ago I listened to the then newly minted P&G CEO, A.G. Lafley, at the annual ANA conference coin the phrase “The Consumer is King.” Since then, marketing has been trying to make sense of the new landscape.

Last week at the recent ANA conference in Orlando, Deanie Elsner, EVP and CMO of Kraft Foods, was describing how her company is transforming and adjusting to this consumer-centric landscape: it has established a self-sufficient ecosystem in which it harnesses and captures powerful first-party data, and mines it for insights that enables it to build compelling content. I caught up with Deanie at the conference.

“Kraft’s business is influenced primarily by three key trends”, She told me: “The increase of the income strapped consumer. Six in 10 households have been pushed into low income; Second, Millennials, who represent 27% the U.S. They are the biggest demographic in history, bigger even than the baby boomers. And Hispanics, 17% of the U.S. and 56% of total U.S. population growth in the last decade. U.S. Hispanic purchasing power exceeds $1 trillion and is expected to grow by 2017 80% faster than non-Hispanic.”

These new consumers are harder to reach. It’s not just that trips to the stores are down, and dollars spent per trip are also down, which results in less promotional lift for every dollar a manufacturer pays into the trade. It’s also challenging because television too has been diluted, with ratings plummeting in the last 10 years. A No.1 rated show today on broadcast media pulls less than 20% of the audience than a No.1 rated show pulled 10 years ago, and at a higher cost.

The consumer path to purchase has been completely redefined. What once was a very clear approach as to how you would capture a consumer by building awareness and getting a consumer to try your product has been fragmented. A marketer has to refocus and make strategic decisions about where they’re going to spend their precious advertising dollars to drive awareness or introduce new products.

“The new capabilities required to win in this new world”, says Deanie, “Are all around how to mine insights; how to, in a customized proprietary way, define your consumer targets; how to build communication content that actually engages consumers in their space; and how to get to real-time decisioning so you can optimize your ROI.”

This approach, which Kraft is calling Agile Marketing, is the ability to flex with the consumer and to manage precision by getting to the consumers with the right message and the right medium at the right moment. It means moving from buying broad-based demographic targets to buying individual consumers in a manner agnostic to the medium.

There are three pillars to Agile Marketing: Data, the Framework for harnessing and activating the data, and Content: thus, creating messaging to consumers that’s so sticky that they share and advocate.

Data is the new currency. The stronger your data, the better your intelligence; the more you know about your consumer, the more advantaged you’re going to be in the marketplace. Kraft has had a first-party trove of data history from an 18-year dialogue that they’ve engaged with consumers across 22,000 different attributes. That wealth of data was not mined and actioned until Deanie and her team realized that they are sitting on top of a gold mine of information.

They, Kraft, know what consumers like to cook. They know their dietary restrictions – gluten-free, a diabetic, low calorie, big snacks, feeding a big family, whether they are new cooks – and that knowledge is unprecedented in the industry. This is where the Kraft Foods portfolio truly plays a tremendous competitive advantage. Kraft serves up 6.6 billion ad impressions digitally. As consumers engage in that content and they find reasons to want to talk to Kraft, an impressive breadth of data is activated. As a result of that data, Kraft has already built over 500 proprietary custom target segments.

The second pillar is the infrastructure, the Framework, i.e, how are you going to action this data. For Deanie, this means anticipating where the puck is going, where the industry will be in 5 or 7 years and, with a true start-up mentality, to build the engine that would get Kraft there first.

There are three elements of the Infrastructure:

First is Kraft’s social listening lab; then, the methodology on how to harness the data; and lastly, the use of advanced analytics.

Kraft has launched a social learning lab called the Looking Glass. This enables Kraft to observe consumer trends at the speed of culture, to manage Kraft’s reputation, to launch new campaigns, to track competitors and go to consumers for inspiration. The brand teams have a place where, on six screens, they can drill down to understand the conversation, understand what it means and how to action against it in a broader context. The Kraft Foods name is used daily in social media and on blogs over 100,000 times and the lab is tremendously important in harnessing that data. Once the marketers are trained on Looking Glass, that technology moves onto their mobile phones and their iPads, so they have access to it 24/7.

Parallux is Kraft’s proprietary system used to house the data. A data management platform enables Kraft to cut and look at and build custom targets and then. A DSP sits on the back end of Parallux, enabling the company to buy media in the most efficient and effective way.

The advanced analytics function in real time to create an automated learning engine with muscled memory. So if Kraft knows you’re not a bacon user, you will never be served a bacon ad. Most importantly, the entire infrastructure enables Kraft to get to real-time decisioning to drive and optimize ROI.

The next part of Agile Marketing is creating content that is shareable:

Getting to content that is sticky and relevant is incredibly important. Kraft is both a content provider and a publisher. For example, it has developed over 27,000 professional recipes for its consumers. Consumers have submitted another 30,000 recipes to Kraft, and over 1 billion times a year those consumers tap into and engage with the recipes.

Deanie points out that, “The data strategy enables a one-on-one conversation with the consumer wherein Kraft leverages its proprietary first-party data to locate the right consumer, serve them the right message in the right medium at the right moment. That optimizes the likelihood that those consumers become loyalists, and buy a lot more premium products.”

In keeping with her out-of-the-box thinking, her relationship with her agencies is unique. She regards her media agency, Starcom, as a strategic partner that “owns” the brief and guides the creative agencies with content development and activation. And the media agency and analytics people are the first line people tasked with mining consumer insight. “In fact”, says Deanie, “I always had media dear and near to my heart, but now it is as important as creative, and potentially more important.”

Everybody has to change in this new world, and if you can adapt to that, the win opportunities are huge. This requires the balancing effectiveness with efficiency through an innovative approach to data management, the way Kraft Foods has done.

Avi Dan is founder of Avidan Strategies, a leading agency search and compensation consultants

How Data Nourishes Agile Marketing At Kraft Foods – Forbes.