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Sciences Po EDC M2 Chunjiayi YANG

WHO’S LARRY KRAMER? WHAT’S C-SCAPE? WHAT HAPPENS TO MARKETS? WHAT HAPPENS TO PRODUCTS? WHAT HAPPENS TO BUSINESSES?

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WHO’S LARRY KRAMER?

CONSUMER CONTENT

YOU!

CURATION CONVERGENCE

WHAT’S C-SCAPE?

WHAT HAPPENS TO…?

1. MARKETS 2. PRODUCTS 3. BUSINESSES

WHAT HAPPENS TO MARKETS? 1. Advertising Becomes “Content” 2. Talk With, Not At 3. Digital Mind-reading

“Consumers themselves are transforming. They walk into a retail locatioon knowing more about the products than the retail associates.”��

�-- John Ross, Home Depot

WHAT HAPPENS TO MARKETS? 1. Advertising Becomes “Content” 2. Talk With, Not At 3. Digital Mind-reading

WHAT HAPPENS TO MARKETS? 1. Advertising Becomes “Content” 2. Talk With, Not At 3. Digital Mind-reading

“The marketing slogan that we use is ‘Find your customers before they search.’” -- Tim Kendall, Facebook

1. Every Product is A Media Experience 2. They Choose, You Curate 3. Loyalty that Lasts

WHAT HAPPENS TO PRODUCTS?

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1. Every Product is A Media Experience 2. They Choose, You Curate 3. Loyalty that Lasts

WHAT HAPPENS TO PRODUCTS?

•  Limited areas •  Professional design team •  Evaluations and feedback

1. Every Product is A Media Experience 2. They Choose, You Curate 3. Loyalty that Lasts

WHAT HAPPENS TO PRODUCTS?

“You can’t compensate with communication for your lack of product.”��

�-- Arnaud Deschamps, Nespresso

KEEP IT NEW!

WHAT HAPPENS TO BUSINESSES? 1. Price the Experience, not the Product 2. Partner like a Start-up 3. The New Newsroom

EXPERIENCE!

WHAT HAPPENS TO BUSINESSES? 1. Price the Experience, not the Product 2. Partner like a Start-up 3. The New Newsroom

EVERYONE CAN BE CONSUMER!

“My job is to sell the collection of the people who worked hard to make them. I go to Abercrombie or Ralph Lauren and I say: What service can I do for you? What inventory is left? I will give you the best service. I’ll take all you’ve got, and sell a high volume at cost price, so you don’t lose money.”��

�-- Jacques-Antoine Granjon, Vente Privée

WHAT HAPPENS TO BUSINESSES? 1. Price the Experience, not the Product 2. Partner like a Start-up 3. The New Newsroom

•  Provide news and informations •  Feed underlying interests or concerns •  Host larger conversations •  Connect individually

CONCLUSION

•  A book for entrepreneur rather than for marketer/communicator

•  Classic but old examples •  Change is the only constant •  Embrace the future but keep calm CONCLUSION

THANK YOU!Chunjiayi YANG