2009 trends marketing communication media creativity
DESCRIPTION
Jéremy dumont, director of pourquoi tu cours introduced PARIS 2.0 in spetember with a trends session. Lors du congrès des agences de communication 2009 organisé par le magazine Stratégies, Jérémy Dumont, directeur du planning stratégique de Pourquoi tu cours (l'agence des idées) a donné des éclairages sur les tendances 2009 : marketing, communication, media, création. Ces tendances sont issues de la réflexion menée en 2008/2009 au sein du cercle d'innovation transversal Courts Circuits qui, par la fourniture mensuelle de rapports d'innovation, permet de faire émerger des pistes d’innovation dans les différents secteurs d'activité, opérationnelles dans le marketing, la communication, les médias et la création....et en phase avec les tendances sociétales émergentes. La définition de ces tendances innovantes débute avec l'observation de 4 phénomènes sociétaux majeurs : - Le désir d'accomplissement de soi, né de la prise en compte de nouvelles valeurs éthiques couplée à un éveil aux autres. - L'identité interactive, résultant des usages quotidiens des NTIC, qui entrainent une nouvelle facon de communiquer avec les autres plus ouverte et interactive. - La logique de réseau qui définit de nouveaux rapports de proximité à distance. Proximité qui ne tient pas de la distance géographique mais d'une communion de sens, d'un partage de valeurs. - Les rassemblements en communautés actives qui participent à un phénomène d'autonomisation collective. Au sein de ces communautés, les individus s'engagent dans la même direction, interagissent, dans le but de s'approprier leur propre développement et de devenir autonomes. Les marques commencent à intégrer ces phénomènes et 4 tendances majeures se détachent en 2009 de leurs stratégies : - La quête de socio performance. La socio-performance résulte de la ré-alliance des parties prenantes de l'entreprise autour d'une vision "aspirationnelle", d'un projet commun, de valeurs partagées. - Le storytelling : les marques essayent de nous impliquer personnellement dans leur communication en racontant une histoire, notre histoire. D'où la tendance accrue au storytelling de marque, afin d'impliquer chacun de nous personnellement. - La marque communautaire : Certaines marques s'incarnent désormais dans de véritables marques communautaires, créatrices de liens, permettant à leurs membres d'interagir directement entre eux. - Le service : La nouvelle valeur d'une marque est dans sa capacité à accompagner par le biais d'une logique nouvelle de service rendu, qui devient désormais une règle. Finalement, les tendances de demain sont a chercher non seulement du côté des gens ou du côté des marques, mais entre ces 2 entités en perpétuelle interaction : - De nouvelles postures relationnelles émergent qui permettent de clarifier la nature des liens commerciaux en fonction des valeurs partagées. - La proximité a distance entre une marque et ses clients ouvre de nouvelles opportunités relationnelles, sans pour autant perdre le coté "humain" et l'instantaneité. - Les échanges interpersonnels peuvent être favorisés. Ca peut passer pas une désintermédiation de la marque ou le développement de services. - Au final, la tendance est au partage d'expériences, en premier lieu divertissantes, mais qui le sectre des possibles s'élargir vers des expériences culturelles ou d'éducation, en une quête d'accomplissement collective.TRANSCRIPT
2009 SOCIAL TRENDSMarketing, Communication, Media, Creation, design
Crédit photo : Vincent Debanne
WHO IS pourquoi tu cours ?
THE 4 MAJOR SOCIAL TRENDS !
WHO IS pourquoi tu cours ?
Let’s have a look at pourquoi tu cours through google
2.0 strategic planning : ask the experts !
2.0 strategic planning for a digital world
Our clients : Orange labs
Our clients : Casino
We help brands adopt 2.0
Our clients : idtgv
Our clients : crédit coopératif
PSST, a 60 000 professionals plateform + newsletter
PSST = courts circuits + les apéros du jeudi + le vide poches
Courts circuits : think tank
Courts circuits, think tank w/ 700 professionals
Les apéros du jeudi monthly events
Les aperos du jeudi, monthly 400 people events
7 blogs : innovation, marketing, communication, media, international
Le vide poches, 7 blogs
7 blogs : innovation, marketing, communication, media, international
Contagious ideas …our international blog.
blogs
pourquoi tu cours, 8 rue Myrha, 75018 PARIS
4 MAJORS TRENDS
4 major phenomenonsSelf accomplishmentInteractive identity
The networksThe autonomy
4 major phenomenonsSelf accomplishmentInteractive identity
The networksThe autonomy
- Recentring on oneself- The need for doing things - Conscience awakening
1st phenomenon
Self Accomplishment
In a time of traditional points of reference collapsing, (family, school, religion, politics, corporate) people are searching for new models.
While society is a real mosaic of people, meaning emerges from each and every one of us. The new ethic values are well on their way to integration, everyone finding it’s own way of doing things.
The self accomplishment is- self thinking but not self compliance- self projection, in a creative way- being coherent in all life’s aspects
The new ethic values are on their way to integration
Recentring on oneself (while connected to the world)Holistic personal equilibrium, quality of life, BEING YOURSEL, diversity, the « me/us »
Hiving, major trend in interior design
The need for doing things« Doing things » in order to learn and gain autonomy
Actology, DIY guides for doing things
Wall e : ecology and human emotions
Awakening conscienceBecoming aware of interdependence and life specific needs : towards a responsible and spiritual development
- Open Identity- Co constructed Identity- Active Identity- Augmented Identity
second phenomenon
Interactive Identity
- A new way of relating to ourselvesEmpowerment : never before have we been so free to choose WHO we want to be, WHAT we want to do, and being able to do it with WHOM we want.- A new relation with TimeInstantaneity : we are instantly in the moment, engaged in the present action- A new sense of spaceHypermobility = more physical mobility and mental projection
The new means of communication enableus to live our life the way we want: from “consumer 2.0” to active identity
Open IdentityPresenting oneself in words and images and opening up conversations (not using an avatar).
Seth Godin’s blog : a blog to talk about marketing, respect, and the ways ideas spread
Co-constructed Personal Identity Identity is being edited live, on line, with others
t emmanuel vivier personal Facebook page is a space he shares with other people
Active IdentityBeing able to instantly share what you are doing with the people around you : Activity as a Social Signal
Twitter. the micro-blogging that allows you to keep informed all those
who wish of your activities.
Augmented IdentityThe material and immaterial overlap.Reality and virtuality get together, synchronizing and mixing each other.
The iPhone gets synchronized with your DEEZER radios anytime you want wherever you want. No
need to own music.
- People like us- Activation links- Interpersonal links- Influence nodes
The 3rd phenomenon
Networking
The 3rd phenomenon
The network: new sense of proximity and distance
Source: semio factory
personal proximity+
geographic proximity+ geographic proximity+
CLOSE ONES COUSINS
DISTANT ONES STRANGERS
Internet makes relations at a distance possible (the most useful and efficient human relationships):- “proximity” not related to geographic distance but to shared values and meanings- at a « distance » that allows beyond imagination openness, without even having to move and enabling new gatherings and relationships models
Internet is the place for “gratuity” : a new sense of service, helping each others.
The network: new sense of proximity and distance
People like usA new category of people considered as « close ones ».
The group against grren washing on ning is a community of interests at the cross-road between professional and personal boundaries
Activation NetworksWe can identify people who are useful at a certain moment, by their tags
A new application « fav mapper » allows connections between us and people like us using specific interest tags.
Interpersonal NetworksPeople are more or less distant, according to their information exchanges
Relations between members of a twitter network, over a few weeks
Source:mp6
The Influence nodesIt is important to analyze who is at the network junctions and facilitating the information spread
The information spreading network of two candidates for the American Presidency
Source:mp6
- Shared activity spaces- Action communities- Open access- Geolocalisation- Technological automation
4th phenomenon
Collective automation:
Veronika Spierenburg
Each person belongs to several communities but is only engaged in one action at on given moment and place.
This is where the notion of action community is coming from: a community engaged in the same action, with the same vision and direction
The challenge for these : becoming more autonomous.
the 4th phenomenon
Groups of people acting as action communities
Shared activity spacesAn activity space is a platform where a group or virtual communities sharing common interests or joint activities can access
Google open office
Action communitiesTaking control of our life in a responsible and collaborative manner …
American express open forum
Open access Communities organize themselves around the realization means: money, information, people …are essential necessities …that can be shared
Wall street journal community
Geolocalization Interaction in the real world facilitated
Peuplade, un des premiers sites à favoriser le passage au réel grâce à la géolocalisation.
Technological automationAutomating a system to its highest performance level
ZIPCAR provides automated sharing
