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En 2011, Havas Media mettait sur pied la première étude couvrant la performance globale des anaux Paid/Owned/Earned. 3000 consommateurs avaient dévoilé leurs perceptions de plus de 100 marques. La seconde vague de cette étude - élargie aux marques médias - a eu lieu en février 2012. Un accent tout particulier sera mis sur le marketing direct.
Citation preview
V2
Owned Everything is Media
P
$420 MAmong top 100
$200 on TV $33 million outdoor
O$5000 in gross sales-per-square-foot
best all other US chainsiTunes 200 M accounts
E 16 M fans only
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA OWNED MEDIA EARNED MEDIA
P O E
THE
st
MEASUREMENT ofGLOBAL MEDIA PERFORMANCE
LAUNCH OF THE RESEARCH IN 2011
bull Field in 2 waves
bull 100 brands 10 sectors
EVOLUTION 2012bull 114 brands 10 sectors
bull Analysis of different sectors
POElaquo You are exposed to this brand through the following raquo
Opinions of friends and family word of mouth
Opinions of surfers(blogs forums community networks
etc )
Press coverage
Advertising in media (TV Internet Radio outdoor print)
(e-)mailings
Promotional gifts trade fairs
Sponsored events
Web Site facebook page of the brand
Point of sale
Catalogue or magazineof the brand
P O E
3 111INTERVIEWS 15+
Online field
conducted by
ANT Research
in February
HAVAS MEDIAMethodology 2012
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Owned Everything is Media
P
$420 MAmong top 100
$200 on TV $33 million outdoor
O$5000 in gross sales-per-square-foot
best all other US chainsiTunes 200 M accounts
E 16 M fans only
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA OWNED MEDIA EARNED MEDIA
P O E
THE
st
MEASUREMENT ofGLOBAL MEDIA PERFORMANCE
LAUNCH OF THE RESEARCH IN 2011
bull Field in 2 waves
bull 100 brands 10 sectors
EVOLUTION 2012bull 114 brands 10 sectors
bull Analysis of different sectors
POElaquo You are exposed to this brand through the following raquo
Opinions of friends and family word of mouth
Opinions of surfers(blogs forums community networks
etc )
Press coverage
Advertising in media (TV Internet Radio outdoor print)
(e-)mailings
Promotional gifts trade fairs
Sponsored events
Web Site facebook page of the brand
Point of sale
Catalogue or magazineof the brand
P O E
3 111INTERVIEWS 15+
Online field
conducted by
ANT Research
in February
HAVAS MEDIAMethodology 2012
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
P
$420 MAmong top 100
$200 on TV $33 million outdoor
O$5000 in gross sales-per-square-foot
best all other US chainsiTunes 200 M accounts
E 16 M fans only
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA OWNED MEDIA EARNED MEDIA
P O E
THE
st
MEASUREMENT ofGLOBAL MEDIA PERFORMANCE
LAUNCH OF THE RESEARCH IN 2011
bull Field in 2 waves
bull 100 brands 10 sectors
EVOLUTION 2012bull 114 brands 10 sectors
bull Analysis of different sectors
POElaquo You are exposed to this brand through the following raquo
Opinions of friends and family word of mouth
Opinions of surfers(blogs forums community networks
etc )
Press coverage
Advertising in media (TV Internet Radio outdoor print)
(e-)mailings
Promotional gifts trade fairs
Sponsored events
Web Site facebook page of the brand
Point of sale
Catalogue or magazineof the brand
P O E
3 111INTERVIEWS 15+
Online field
conducted by
ANT Research
in February
HAVAS MEDIAMethodology 2012
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA OWNED MEDIA EARNED MEDIA
P O E
THE
st
MEASUREMENT ofGLOBAL MEDIA PERFORMANCE
LAUNCH OF THE RESEARCH IN 2011
bull Field in 2 waves
bull 100 brands 10 sectors
EVOLUTION 2012bull 114 brands 10 sectors
bull Analysis of different sectors
POElaquo You are exposed to this brand through the following raquo
Opinions of friends and family word of mouth
Opinions of surfers(blogs forums community networks
etc )
Press coverage
Advertising in media (TV Internet Radio outdoor print)
(e-)mailings
Promotional gifts trade fairs
Sponsored events
Web Site facebook page of the brand
Point of sale
Catalogue or magazineof the brand
P O E
3 111INTERVIEWS 15+
Online field
conducted by
ANT Research
in February
HAVAS MEDIAMethodology 2012
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
POElaquo You are exposed to this brand through the following raquo
Opinions of friends and family word of mouth
Opinions of surfers(blogs forums community networks
etc )
Press coverage
Advertising in media (TV Internet Radio outdoor print)
(e-)mailings
Promotional gifts trade fairs
Sponsored events
Web Site facebook page of the brand
Point of sale
Catalogue or magazineof the brand
P O E
3 111INTERVIEWS 15+
Online field
conducted by
ANT Research
in February
HAVAS MEDIAMethodology 2012
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
3 111INTERVIEWS 15+
Online field
conducted by
ANT Research
in February
HAVAS MEDIAMethodology 2012
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
PAID MEDIASTILL WIN THE RACE
59 19
P
O
E
22
58 17 252011
2012
In 2012 PAID MEDIA remainthe most powerful with 59 of the total
before EARNED MEDIA with 22
OWNED MEDIA score at 19
2011 average of 100 brands2012 average of 114 brands
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
2012 without media brands
POWERFUL OWNED CHANNELSof the MEDIA BRANDS
P
O
E
2011 average of 100 brands2012 average of 114 brands
59 19
PO
E
22
2012 53 24 23
58 17 252011
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
PAID MEDIA
82 of PAID MEDIArsquoS impact comes
from ADVERTISING
While 18 comes from DIRECT MARKETING
P
18 DM
82 (advertising)
2012
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
OWNED MEDIAO
45 of OWNED MEDIArsquoS impact comes from
the INTERNET SITES of the various brands
While 55 comes from the POINT OF SALES
45 (site)
2012
55 (POS)
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
E EARNED MEDIA
49 OF EARNED MEDIArsquoS IMPACT comes fromOPINIONS
51 FROM ARTICLES ET PRESS COVERAGE in the
various media
2012
49 (WOM)
51 (PR)
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
MEDIA PERFORMANCE
8 96 7
Ranking based on perceived exposure score
10
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
39 33 28
42 32 26
41 28 31
49 29 22
75 5 21
72 7 22
71 7 22
74 5 20
52 27 21
49 30 21
PAID OWNED EARNEDMARQUES EXPOSITION
Ranking based on perceived exposure score
Microsoft
Nokia
Danone
Cocircte drsquoOr
Nivea
Colgate
Belgacom
La PosteBPost
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Snacks 74 5 21
Food 73 5 22
Hygiene amp Beauty 73 6 22
Media NL 31 44 25
Media FR 31 44 26
Technology 44 31 25
Public Brands 48 30 23
Telecom 52 27 21
Banking amp Insurance 56 24 20
Automotive 59 18 23
PAID OWNED EARNED
POE SECTORS
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
PPAID SECTEURS
(vs top 5 MDB 2011 CultureTourismLeisureSports Retail Food Services Transport Hygiene-Beauty Telecom)
Snacks FoodHygieneBeauty
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
MARQUES
Belgacom
Cocircte drsquoOr
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
BNPParibasFortis
(Base volume Paid)
PPAID MARQUES
EXPOSURE
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
OOWNED SECTORS
Media Technology Public Brands
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
OOWNED BRANDS
(Base volume Owned)
MARQUES
VRT
VTM
RTL
RTBF
Belgacom
VT4
Proximus
Nieuwsblad
Microsoft
EXPOSURE
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
OOWNED BRANDS Excl Media Brands
(Base volume Owned)
MARQUES
Belgacom
Proximus
Microsoft
La PostBPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
EXPOSURE
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
EEARNED SECTORS
AutoMedia Technology
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
EEARNED BRANDS
(Base volume Earned)
MARQUES
Belgacom
VRT
VTM
RTBF
RTL
Microsoft
Proximus
VT4
EXPOSURE
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
EEARNED BRANDS Excl Media Brands
(Base volume Earned)
MARQUES
Belgacom
Microsoft
Proximus
Cocircte drsquoOr
La PosteBePost
Danone
Telenet
Lotto
EXPOSURE
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
P O E
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
59 19 22Telecom 52 27 21
Technologie 44 31 25
Helath amp Beauty 73 6 22
Automotive 59 18 23
Food 73 5 22
Snacks 74 5 21
Media NL 31 44 25
Public Brands 48 30 23
Media FR 31 43 26
Banking 56 24 20
PAID OWNED EARNEDMARQUES
Sectors Exposure through DM
P O E
EXPOSURE
(Base volume DM only)
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
59 19 22Belgacom 52 27 21
La PosteBpost 49 30 21
Proximus 51 29 20
Cocircte dOr 72 7 22
Danone 75 5 21
Telenet 53 26 22
Google 39 33 28
BNP Paribas Fortis 53 28 19
Microsoft 42 32 26
VRT 31 42 27
PAID OWNED EARNEDMARQUES
Top 10 exposed Brands through DM
P O E
EXPOSURE
(Base volume DM only)
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
DM ndash Exposure amp Age
0 10 20 30 40 50 60 70 80 90 100
Media NL
Marques Publiques
Media FR
Food
Telecom
HB
Technologie
Bank
Auto
Average
1534 yo
+35 yo
P
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Belgacom
Proximus
Cocircte dOr
Danone
TelenetGoogle BNP Paribas FortisMicrosoft
VRT
Banque de la PosteBpost
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
TOP 10 Brands of DM exposurePerception DM vs Investments
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Belgacom
Dexia
BNP Paribas Fortis
Telenet
CBCKBC
ING
Mobistar
Renault
BMW
Citibank
Pe
rce
pti
on
DM
Estimated Net InvestmentBased on volume of DM amp est Net investments 2011
TOP 10 Brands of DM investmentPerception DM vs Investments
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Audi
BMW
CitroenFord
Hyundai
Kia
OpelPeugeot
Renault
Toyota
Volkswagen
Pe
rce
pti
on
DM
Estimated Net Investment
Based on volume of DM amp est Net investments 2011
AUTOMOTIVEDM vs Investments
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Le bon eacutelegraveve POE
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
O
Le 1er media les points de vente
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
O
Creacuteation de Owned innovant
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
O
hellipqui srsquoattache agrave rendre la vie plus facile
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
O
Et tout lrsquoattirail digital
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Un Paid qui creacutee lui aussi lrsquoeacutevegravenement
P
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
hellipde maniegravere quasi systeacutematiquehellip
P
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Des fans qui ne se contentent pas drsquoune page Facebook
E
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
Mais IKEA crsquoest aussi ccedila
E
Une cinquantaine de FanPage concernant
les petits crayons
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
et ccedila
E
Une trentaine de FanPage concernant
les boulettes de viande
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
ou encore ccedila
E
Une trentaine de FanPage concernant
les hot-dog
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
55 40 5Carrefour 57 40 3Leclerc 61 37 2Auchan 63 31 6Intermarcheacute 64 33 4Decathlon 47 46 6Leroy Merlin 57 37 5Darty 55 40 5Ikea 42 46 12FNAC 32 65 4La Redoute 53 43 4But 66 30 4Les 3 Suisses 54 41 5Monoprix 43 47 10Galeries Lafayette 49 41 10
PAID OWNED EARNEDMARQUES EXPOSITION
IKEA leader Earned de la distribution
EP O
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
5919 22
Paid Media
Brand Attention
Impact
Owned Media
Brand Engagement
Platform
Earned Media
Brand Affinity
Conversations
Brand 2012
What the Brand SaysWhat the Brand DoesWhat is being said about the Brand
C O H E R E N C E
Brand 2015
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
P O E
Alive amp Integrated
POE Day
Objective Build a POE strategy 2012-2015
Allowing to
Deploy the brief in 3D
Explore all assets of the brand
Work together to build a POE strategy shared by all
By optimizing Paid and activating Owned and gain advantage of Earned
POE Manager
Works as a team with Head of Strategy + Client Service Director
Agencies ndash Client ndash Channel Partners
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
P O E
MORE POE
Le blog du POE en France httpwwwmediaplanetgossipcom
Havas Media FanpageFacebookcomhavasmediabelgium
Blog Hugues Rey
I am a bridge - wwwreybe
