Wave 8 : Le Langage du Contenu par UM et Mediabrands France

1. THE LANGUAGE of CONTENT #wave8

2. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L DIVERSIFIED AGENCIES GLOBAL MEDIA AGENCIES CREATIVE NETWORKS

3. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L La curiosité, générateur d’insights pour rendre les plans médias toujours plus performants Wave, né de la curiosité pour les réseaux sociaux,

4. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L The Wave story pre-’03 15 countries 7,500 respondents 2008 21 countries 10,000 respondents 2009 29 countries 17,000 respondents 2010 38 countries 23,200 respondents 2011 54 countries 37,600 respondents 2012 62 countries 42,000 respondents 2013 72 countries 49,600 respondents 2014 Social Visual Influence Business NeedsMotivation Brands 2012 2003 2004 2005 2006 2007 65 countries 50,000 respondents Content

5. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Wave 8, une étude représentative du monde entier Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam 65 countries 50,021 respondents 1.3bnrepresenting active internet users worldwide

6. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 692,000 Slideshare Views

7. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Film, musique, Séries, Romans; les contenus n’ont jamais été aussi accessibles Comment intéresser les gens avec du Brand Content ?

8. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L

9. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Global Expresses yourpointof view Provides experiences to share with friends/ family Useful & something that others don'tknow Helpsyou indulge your passions/ interests Provides useful info / 'howto' tips Teachesyou about the brand RELATIONSHIP DIVERSION LEARNINGPROGRESSION Content I VALUE Content I SHARE Du point de vue du consommateur, like et share diffèrent RECOGNITION LEARNING

10. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L We are emotionally invested in the things we share Le partage est porteur d’une charge émotionnelle

11. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Source : Prophesee, 7 janvier au 14 janvier 2015 #JeSuisCharlie 1 million de citations en une semaine (7 au 15 janvier 2015) http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1- 0e9d821ea90d/embed_map

12. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Source : Prophesee, 7 janvier au 14 janvier 2015 #RoyalBaby #Charlotte Dés l’annonce de la naissance, la joie a fait place aux spéculations sur le nom du bébé. Ce sujet a engendré 1,5 million de conversations. Tweets par jours : #RoyalBaby, Royal Baby & Charlotte 19 Avril - 19 Mai

13. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le contenu fait partie de nos conversations au quotidien

14. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le partage, c’est la quête de reconnaissance Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are happy (ticked 8, 9 or 10) BASE: Global 62% 57% 56% 55% 41% Makes an interesting comment about it Shares something inspired by it Shares it with others you know Likes it/shows appreciation Shares it with others you don’t know % who are happy when someone responds to their sharing by…

15. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Être ignoré est vécu comme un bannissement Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are unhappy (ticked 1, 2 or 3) BASE Global % who are unhappy when someone responds to their sharing by… 28% 40% Ignores it completely Unfollows / blocks you 15% 28%

16. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Partager, c’est porter un soin tout particulier à sa réputation Q: Below is a list of statements. Please answer reflecting your opinion. Base: Global “I would love to become famous online” 54 years-old 15% 16 years-old 43% 31% 7%

17. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Un monde dans lequel les Bloggers sont VRAIMENT influents Q: Do you trust bloggers/vloggers opinions on products/services? [any agree] Base: Global 41% 45% 46% I trust bloggers or vloggers opinions on products and services Wave 6 Wave 7 Wave 8 31% 35%34%

18. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Une réalité encore plus forte dans la Twittosphère Q: Do you trust bloggers/vloggers opinions on products/services? [any agree] Base: Global 46 56,5 Attitudes I trust bloggers or vloggers opinions on products and services All Twitter (daily & More) 35% 51%

19. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le Blog de Betty Interview récente dans Paulette 560 000 abonnés Facebook 114 000 sur Twitter 50 000 visiteurs par jour Elle gagne entre 300 000 et 500 000€ par an et a un contrat avec l’agence de mannequins IMG

20. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Lisa Eldridge, la nécessité aujourd’hui reconnue par les marques d’une relation tripartite Sa chaîne YouTube réunit 1,1 million d’abonnés et comptabilise 86 millions de vues Plus de 324 000 followers Instagram & plus de 130 000 sur Twitter Sans oublier ses 298 000 fans Facebook A chaque vidéo, plusieurs centaines de milliers de vues en deux semaines Embauchée par Lancôme en tant que Directrice de création maquillage LA MARQUE FACE AUX CONSOMMATEURS, ET PUIS LES BLOGUEURS, QUI DIGÈRENT L’INFORMATION DÉLIVRÉE PAR LES MARQUES

21. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L PewDiePie 28 ans, 36 M abonnés, 7 Md de Vues, 2 000 vidéos, 4 M$ de revenus en 2013

22. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Global 15% 26% Expresses my point of view Content I value Content I share Partager, c’est adopter une stratégie de contenus pour organiser l’expression de soi 13% 24%

23. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Belong Stay in touch Share knowledge Seek opinion Explore Keep up to date Learn Self-promotion Change opinions Express yourself Earn respect Make money Build a career Hang Out Escape Be creative Have fun

24. L’usage des réseaux sociauxa mûri

25. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Les réseaux sociaux, moins pour s’amuser que pour apprendre et se promouvoir Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] BASE: Global – Visited a Social Networking site in the last 6 months Wave 6 Wave 7 Wave 8 0% 10% 20% 30% 40% 50% 60% RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up to date Explore the world around me Seek other people’s opinions

26. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 45% 46% 46% 47% 47% 48% 48% 49% 49% 50% Hang out or waste time Have fun/be entertained Wave 6 Wave 7 Wave 8 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Share knowledge Make money Learn something new Explore the world around me Wave 6 Wave 7 Wave 8 DIVERSION RELATIONSHIPLEARNING PROGRESSION

27. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L SOSH Répondre aux besoins des hyper-connectés (18-35 ans) L’opérateur participatif - Des forfaits sans engagement - Une nouvelle façon d’acheter son mobile - Une relation digitale et participative La nécessité d’être réactif, gérer les clients et les informations, à l’aide de Community Manager / Supers Ambassadeurs.

28. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L La progression des items liés à l’apprentissage pour les sites de partage de photos et vidéos Q: “Please select which of them you think does a good job when you want to…” [Photo/video site e.g. Flickr, Pinterest, Instagram, YouTube, Vine] BASE: Global – Used a Photo/video site in the last 6 months 43% 33% 31% 28% 28% 31% 27% 25% 22% Have fun/be entertained Explore the world around me Learn something new Share new experiences Keep up to date Be creative Express yourself Share knowledge Change opinions Wave 6 Wave 7 Wave 8

29. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Croissance des réseaux sociaux professionnels Q: Thinking about using the internet, which of the following activities have you ever done? Base: Global 60% 63% Wave 7 2013 Wave 8 2014 %EverDone Visit a Professional Social Networking Site e.g. Linkedin, Xing 40% 42%

30. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L30 AMEX

31. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L AMEX Visioner la vidéo

32. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Pour être présent dans les PME, Amex a développé l’idée d’un Small Business Saturday en 2010. Toucher les commerces de proximités et générer du CA. Le Sénat reconnait officiellement cette journée en 2011. Amex a mis non seulement à disposition des outils à destination des PME pour assurer leur promotion (Facebook, Twitter, Foursquare, in-store) et ainsi générer du trafic en magasin. Mais c’est aussi une plateforme de contenus pour aider les PME à développer leur business et un investissement média pour soutenir cette opération. 1 fois par an, le SBS génère plus de 2 700 000 likes sur Facebook, et permet une augmentation significative du CA des PME. 32 AMEX

33. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Youtube Facebook When you share this content with others, which methods do you use to share it? BASE: Global – All Who Share Each Type of Content À chaque motivation, un canal privilégié Whats App, Snapchat Twitter Instagram Blog Share with Friendsor Family Inspires Entertaining orFun Expresses yourpointof view

34. Les contenus, il y a un endroit pour ça : le Smartphone

36. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Plus de 80% des internautes en ont un Q: Which of the following devices do you own? Base: Global 0% 20% 40% 60% 80% 100% Desktop Laptop/Netbook/Convertible Touchscreen Full-sized Tablet e.g. iPad, Samsung Galaxy Mini Tablet e.g. iPad Mini, Kindle Fire Smartphone Mobile Phone Devices Owned Wave 6 Wave 7 Wave 8

37. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L 44,8% 73,4% 84,2% Global Une diffusion mondiale Q: Which of the following devices do you own? Smartphone (e.g. iPhone, Android mobile, Windows Phone, Blackberry) Base: Global Wave 6 7 8 34,7% 58,4% 77,5% Brazil 36,6% 68,4% 81,8% India 44,1% 80,6% 89,9% Spain 59,5% 90,6% 99,3% China 41,3% 72,9% 85,4% Italy 28,5% 62,4% 72,7% Russia 37,8% 69,5% 76,5% France 22,0% 46,1% 57,9% Japan 52,5% 77,3% 81,7% United Kingdom 39,1% 74,3% 82,8% Germany 44,9% 66,3% 83,1% Mexico 43,8% 67,5% 76,7% United States

38. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Un smartphone multi-fonctions Q: “Please select which of them you think does a good job when you want to…” [Smartphone] BASE: Global – Own a Smartphone 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Wave 6 Wave 7 Wave 8

39. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L La croissance est portée par les applis pensées pour les mobiles Q: Thinking about using the internet, which of the following activities have you ever done? Base: Global 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Wave 4 2009 Wave 5 2010 Wave 6 2011 Wave 7 2013 Wave 8 2014 %EverDone Download an app Share your location Use a microblogging service

40. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Certains usages sont déjà plus “mobile” que PC Q: “Please select which of them you think does a good job when you want to…” Base: Global - Own Each Device Socialise with others Share something Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchaseFind your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly 0% 20% 40% 60% 80% Make contacts for work Earn respect Change opinions Be creative Organise something Build your career Laptop Tablet Smartphone RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION

41. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Une équation “social needs + terminal” réussie

42. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L http://viewwork.co.nz/awards/2014/tinnyvision/

43. Une lecture différente selon les secteurs

44. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le cas de l’Alimentation sur une cible Ménagères 0% 10% 20% 30% Provides useful information or 'how to' tips Teaches you about the brand Inspires you tells you something new and unexpected Is entertaining and fun Food content valued the most 0% 10% 20% 30% tells you something new and unexpected Provides useful information or 'how to' tips Is entertaining and fun Expresses your point of view Is useful and something that other people don't know Food content shared the most How you share provides useful information Face to Face Social Network Email

45. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Le cas de l’Alcool sur une cible Hommes 25-34 I'm usually the first of my friends/family to try new products Cible Hommes 25 34 ans Completely agree 13,5 153 Somewhat agree 31,8 126 Neither agree or disagree 28,6 89 Somewhat disagree 17,7 91 Completely disagree 8,3 59 0 50 100 150 200 0 1 2 3 4 5 6 7 8 9 More Desirable Remember It Spend Time With When an Alcohol brand inspires you Hommes 25-34 ans

46. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Produits de Luxe : les vertus du Privilège Find Out More Remember It Try It More Desirable Feel Valued As… Reccommend It Buy It Spend Time With Detailed… Effet produit par un contenu qui incite au partage : Buy It Detailed… More Desirable Feel Valued As… Find Out More Spend Time With Try It Remember It Reccommend It Effet produit par un contenu qui délivre une information additionnelle sur la marque : Cible : hauts revenus

47. Optimiser le Brand Content en étant ancré dans la vie des gens

48. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Arrêtez les chatons !

49. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Wave 8 : cartographier les contenus Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? / Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Remember it] Base: Global Awareness Share Promotes Cause Sets you a challenge Person you are interested in Connect with new people Experiences to share with friends & family Something you can share with others Is useful and something others don’t know Express yourself Entertaining & fun Teaches you about the brand Inspires you Provides useful info / how to tips Tells you something new and unexpected Helps you indulge your passions and interests Interesting or controversial and will spark debate

50. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Hiérarchiser selon les objectifs 0% 10% 20% 30% 40% Test produit Engagement Sets you a challenge Provides experiences to share with friends/family Teaches you about the brand Entertaining & fun Interesting or controversial & will spark debate Q: “Which 3 statements best describes how this would make you feel about the company/its products/services? BASE: Global RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION

51. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L “Comment évaluer votre retour sur investissement ? ” La performance ultime Earned Media Value (monétisé) €

53. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Comment ça marche ? TWEETS RETWEETS Promoted Trends, Etc. TEXT POSTSCOMMENTS LIKES @REPLIES Faves Photo Tweets Video Tweets Social Performance Dashboard, Monthly Reports & Expert Counsel SHARES Video Plays Likes Channel Subscribers Faves Video Posts Photo Posts Promoted Posts Comments Shares Client’s Paid Media Rates Benchmark Data YOUR DATA KPI’S PERFORMLY PROCESS Agency Paid Media Insights Assign Earned Value Aggregate Brand Emv OUTPUTS ¤ ¥ $ =

54. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Ai-je les bons contenus ? EARNED MEDIA (TOUCHPOINTS) PRODUCED BY ALL FANS (NEW FANS & EXISTING FANS) THANKS FOR THE OUR POST RESONATED TO THE TUNE OF WORTH OF CONSUMER TOUCHPOINTS FANS GAINED FROM POST 12,500 47,725 € PROMOTED STORY 10,000 € 10,000 € 47,725 €

55. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Performly, la possibilité d’évaluer l’ensemble des contenus d’une marque 3,000 € 2,000 € 11,000 € 9,000 €

56. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打酱油リア充 1 2 C 4 :) Y O L O C Y A 哈哈哈 ‫ﻪﮫﻬﮭﻬﮭﻬﮭﻫﮬﮪھ‬ :*5 5 5 P K O F M L Une grille de lecture pour optimiser les stratégies de contenu

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Wave 8 : Le Langage du Contenu par UM et Mediabrands France

IPG Mediabrands France

Wave 8 : Le Langage du Contenu par UM et Mediabrands France