mcsaatchi snack planning vol.14
TRANSCRIPT
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vol. 14
PLANNINGSNACK
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AIRBNB
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E N T R É E S
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E N T R É E S
M o b i l e M a r k e t i n g : U t i l i s e r l e m o b i l e p o u r l a d i s t r i b u t i o n e t l a p r o m o t i o n d e c o n t e n u
M o b i l e A d v e r t i s i n g : P u b l i c i t é s u r t é l é p h o n e , e . g . : S M S , M M S , i n t e r s t i t i e l s , B a n n i è r e s
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Pourquoi est-ce important?
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E N T R É E S
1 , 8 2 M i l l i a r d s
d e s m a r t p h o n e s p r é v u s e n 2 0 1 3
U n e p e r s o n n e r e g a r d e s o n p o r t a b l e c h a q u e
6 , 5 m i n u t e s d a n s
l a j o u r n é e
C h i f f r e s c l é s
4 0 % d e s
u t i l i s a t e u r s s m a r t p h o n e
l ’ u t i l i s e n t e n r e g a r d a n t l a t é l é
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E N T R É E SA c t i v i t é m é d i a m o b i l e s
( F r a n c e )
R é s e a u x s o c i a u x
E m a i l S h o p p i n gJ e u x v i d é o s
I n f o r m a t i o n s e t r e c h e r c h e s
$ $
$
2 0 %
2 0 %
2 0 %
1 2 %
1 1 %
1 0 %
7 %
R e c h e r c h e s l o c a l i s é e s
M u s i q u e e t v i d é o s
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E N T R É E S
D e s e s p a c e s d ’ o p p o r t u n i t é ?O p p o r t u n i t é s
D ’ i c i à 2 0 1 7 l e s d é p e n s e s e n m o b i l e
a d v e r t i s i n g a u g m e n t e r o n t d e 1 3 9 %
a u x E U
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Cool, faisons une application alors!
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E N T R É E S
1 s u r 4 s e r a a b a n d o n n é e a p r è s l a p r e m i è r e
u t i l i s a t i o n
4 1 A p p s
d ’ a p p l i c a t i o n sA p p S t o r e e t G o o g l e p l a y
e n m o y e n n e p a r
u t i l i s a t e u r
+ d e 1 , 5 M P l u s d e 6 0 % d e s a p p s p r é s e n t e s s u r
A p p l e A p p S t o r e n ’ o n t j a m a i s é t é
t é l é c h a r g é e s
P a s v r a i m e n t
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Mobile ou mobilité?
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E N T R É E SM o b i l e M a r k e t i n g
T h e f u t u r e i s n ’ t a b o u t m o b i l e , i t ’ s a b o u t m o b i l i t y
h a r d w a r e s o f t w a r ea p p a r e i l s u s a g e s
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E N T R É E SM o b i l e M a r k e t i n g
T E S C OL a c h a i n e d e s u p e r m a r c h é s a c r é é d e s s u p e r m a r c h é s v i r t u e l s d a n s l e
m é t r o s u d c o r é e n . I l s o n t m i s e n p l a c e d e s a f f i c h e s r e p r é s e n t a n t d e s r a y o n s d e m a g a s i n . L e s g e n s
p e u v e n t a i n s i f a i r e l e u r s c o u r s e s e n s c a n n a n t l e s c o d e s Q R a v e c l e u r
t é l é p h o n e .
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E N T R É E S
S e l o n u n é t u d e B C G l e s « a f f l u e n t M i l l e n n i a l s» ( j e u n e s r i c h e s n é s e n t r e 1 9 8 0 e t 2 0 0 0 ) s o n t p r ê t s à p a y e r p l u s p o u r u n e l i v r a i s o n t r è s r a p i d e .
M o b i l e M a r k e t i n gE b a y N o w
E b a y t e s t e l a l i v r a i s o n l e j o u r s m ê m e ( d a n s 1 h e u r e ) à S a n F r a n c i s c o e t N e w Yo r k
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E N T R É E S
W a z eG é n é r e r d u t r a f i c i n s t o r e v i a m o b i l e
W a z e e s t u n e a p p l i c a t i o n m o b i l e d e n a v i g a t i o n g r a t u i t e q u i p e r m e t a u x c o n d u c t e u r s d e c o n s t r u i r e e t d ’ u t i l i s e r d e s c a r t e s , d e s m i s e s à
j o u r d u t r a f i c e n t e m p s r é e l p o u r a m é l i o r e r l e t r a j e t q u o t i d i e n . I l c o m p t e 2 , 5 m i l l i o n s d ’ u t i l i s a t e u r s e n F r a n c e
L a p l a t e f o r m e W a z e A d v e r t i s i n g d o n n e a u x m a r q u e s l a p o s s i b i l i t é
d ’ a p p a r a i t r e s o u s f o r m e d e b r a n d e d p i n d a n s l a c a r t e o u d e z e r o s p e e d p o p u p q u a n d l a v o i t u r e s ' a r r ê t e à p r o x i m i t é d u m a g a s i n
p e n d a n t p l u s d e 1 0 s e c o n d e s .
M o b i l e M a r k e t i n g
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E N T R É E S
Les achats sur mobile ne représentent que 0,57% des
achats au détail.
P a s v r a i m e n t
S e l o n u n é t u d e m e n é p a r T r a d e d o u b l e r l e s r é t i c e n c e s a u x a c h a t s s u r m o b i l e p r o v i e n n e n t d ’ u n m a n q u e d ’ e r g o n o m i e d e l a p l u p a r t d e s s i t e s m o b i l e e t d ’ u n e m é f i a n c e e n v e r s l e s p a i e m e n t s v i a m o b i l e
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Où se trouve l’innovation?
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E N T R É E SL ’ a f r i q u e m o b i l e
1 milliard
de téléphones portables en 2015 Taux annuel de croissance
des mobiles est de 44% depuis 2000.
L ’ A f r i q u e s e p r é s e n t e a u j o u r d ’ h u i c o m m e u n l a b o r a t o i r e i n é d i t p o u r l ’ i n n o v a t i o n m o b i l e , m a l g r é d e s d i s p a r i t é s e n t r e l e s d i f f é r e n t s p a y s .
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E N T R É E S
A l o r s q u ’ e n E u r o p e l e m o b i l e e s t a p p a r u c o m m e c o m p l é m e n t a i r e a u t é l é p h o n e f i x e e t à l ’ i n t e r n e t f i x e . L e t é l é p h o n e m o b i l e a s u p p l a n t é e t p a r f o i s p r é c é d é c e s d e u x m é d i a s e n A f r i q u e .
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E N T R É E S
Q u e l r é s e a u ?L a d i s p a r i t é d e s i n f r a s t r u c t u r e s e n A f r i q u e e s t u n d e s d é f i s a u q u e l l e s d é v e l o p p e u r s d ’ a p p l i c a t i o n s e t d e p l a n s d e c o m m u n i c a t i o n m o b i l e d o i v e n t r é p o n d r e e n s e f o c a l i s a n t s u r l a
c a p a c i t é d ’ a d a p t a t i o n à d i f f é r e n t s a p p a r e i l s ( s m a r t p h o n e m a i s a u s s i t é l é p h o n e m o b i l e d e 1 è r e
g é n é r a t i o n )
e t d i f f é r e n t s d é b i t s ( d u b a s d é b i t à l a 3 G ) .
C e t t e c a p a c i t é d ’ a d a p t a t i o n e x p l i q u e s e l o n n o u s l e s u c c è s q u ’ a p u a v o i r E s k i m i , r é s e a u s o c i a l l i t h u a n i e n , a u p r è s d u p u b l i c N i g é r i a n .
L e m a n q u e d ' é l e c t r i c i t é , p h é n o m è n e c o u r a n t d a n s c e r t a i n e s p a r t i e s d u c o n t i n e n t a a u s s i p e r m i s à d e s i n i t i a t i v e c o m m e c h a j a ( s t a t i o n d e c h a r g e m e n t p o r t a b l e ) d e s e d é v e l o p p e r , r é p o n d a n t a u x b e s o i n s d e s c o n s o m m a t e u r s l o c a u x .
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E N T R É E S
M P e s a e t P e s a p a l o n t r é v o l u t i o n n é l e s é c h a n g e s f i n a n c i e r s e n A f r i q u e e n p e r m e t t a n t a u x p o p u l a t i o n s d e t r a n s f é r e r d e l ’ a r g e n t e t d e p a y e r p a r m o b i l e d a n s d e s r é g i o n s o ù l e c o û t d ’ a c c è s à d e s i n s t i t u t i o n s f i n a n c i è r e s e s t p a r t i c u l i è r e m e n t é l e v é .
Q u e l q u e s e x e m p l e s
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E N T R É E S
I c o w p e r m e t à d e s f e r m i e r s d e r e c e v o i r d i r e c t e m e n t s u r l e u r s
m o b i l e s d e s i n f o r m a t i o n s c o n c e r n a n t l ’ é l e v a g e s d e l e u r s
v a c h e s a i n s i q u e d e s t o c k e r d e s i n f o r m a t i o n s s u r l e u r p r o p r e
c h e p t e l .
Q u e l q u e s e x e m p l e s
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E N T R É E S
U s h a h i d i ( t é m o i n e n S w a h i l i ) e s t u n s i t e i n t e r n e t c r é é a p r è s l a c r i s e
a u K e n y a e n 2 0 0 7 p r o v o q u é p a r l ' é l e c t i o n p r é s i d e n t i e l l e p o u r c o l l e c t e r l e s t é m o i g n a g e s d e
v i o l e n c e e n v o y é s p a r e m a i l e t S M S , e t l e s p l a c e r s u r G o o g l e M a p s .
P l u s d e 1 3 . 0 0 0 c a r t e s o n t é t é c r é e s p a r l e s i n t e r n a u t e s , l e s O N G o u l e s m é d i a s , c o m m e A l - J a z e e r a p o u r c a r t o g r a p h i e r e n l i v e l a
c r i s e d a n s l a b a n d e d e G a z a o u l e W a s h i n g t o n P o s t , q u i a c r é é u n e c a r t e p a r t i c i p a t i v e d e s r o u t e s b l o q u é e s p a r l a n e i g e .
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P L A T S
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P L AT SValue
6-12% de charges
$$$
Airbnb est un site communautaire qui permet de mettre en ligne un logement afin de le louer à d’autres utilisateurs
du site.
Ainsi, il permet un revenu supplémentaire pour le propriétaire et offre une alternative moins honéreuse
à l’hôtel pour se loger.
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Comment cela a commencé?
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P L AT SHistoire
San Francisco, 2007Joe Gebbia et Brian Chesky, anciens élèves de la
Rhode Island School of Design ont décidé d'offrir leur logement (un matelas gonflable plutôt!) à quelques étrangers assistant à une conference de design qui
se déroulait dans la ville.
Au duo s’ajoute ensuite le développeur professionnel, Nathan Blecharczyk, en tant que troisième co-
fondateur.
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P L AT S
2008Democratic National
Convention
Histoire
Après avoir mis en ligne le site web professionnel, AirBnb s’occupe d'accueillir les participants à la convention, en répondant au manque
de places disponibles dans les hôtels
La stratégie média d’Airbnb est progressive. Ils ciblent avant tout les bloggeurs intéressés par des solution au problème de logement à Denver.
Puis la presse locale et enfin les média nationaux. Cette escalade permet à l’entreprise d’arriver sur les pages du New York Times.
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P L AT S
Mais...
Histoire
Le nombre de réservations reste à un niveau très bas
Le groupe se finance en fabricant des boites de céréales à l’effigie des
candidats, ce qui permet une fois de plus d’attirer l’attention sur
leur projet.
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P L AT S
2009-2010L’ incubateur Y Combinator et la Silicon Valley
Coup d'accélérateur lorsque Airbnb est sélectionné par le prestigieux incubateur d'entreprises Y Combinator, ce qui lui
permet de gagner l'intérêt de grands investisseurs et de lever de l’argent assez rapidement.
Histoire
2009 Best young tech entrepreneurs
En 2010 Airbnb a eu une croissance de 800% de réservations
Depuis 2012 Ashton Kutcher est investisseur d’Airbnb
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P L AT S
«Go talk to customers» La start up collecte les impressions et collabore avec ses utilisateurs sur la formation de standards (listing, photos
etc.),Brian Chesky va vivre pendant deux ans chez ses clients. En permanence au contact des utilisateurs, Airbnb comprend mieux les
attentes et améliore petit à petit le service
Changement de perspective Des conventions et petits événement aux voyages pour
faire vivre les villes autrement...
AirBnb: Best travel website
Deux moments clé
...en proposant à ses clients un moyen pour dépenser moins.
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P L AT SAirBnb aujourd’hui
4 millions de voyageurs
300 000 listings
C.A estimé:
180 millions $
ONE OF THE WORLD’S MOST INNOVATIVE COMPANIES BY
192 pays
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P L AT SCasseroles
Spams LégalitéAirbnb est soupçonné d’utiliser des techniques non conventionnelles,
notamment du spamming sur le site craiglist afin de récupérer des
annonces de propriétaires.
Problème de la légalité de la location de logement (sous-location)et de la déclaration des revenus liés à ces activités. Certains procès et lois viennent remettre en cause le business modèle
même du site. Notamment à Amsterdam et New York . La concurrence déloyale faite aux hôtel est pointée du doigt.
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P L AT SLes plaintes font du mauvais buzz
Renforcement des mesures de sécurité
Casseroles
Une utilisatrice nommée EJ s'est plainte dans son blog d'avoir été cambriolée par les personnes à qui
elle avait loué son appartement.
Airbnb lui demande d’enlever le post du blog
Excuses publiquesd’Airbnb
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L’HABITATION LA PLUS...
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P L AT S...CHERE
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P L AT S
...PETITE
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P L AT S
...FROIDE
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P L AT S
...PEUPLEE
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P L AT S
...APPLE DEPENDANT
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Pourquoi ça marche?
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P L AT S
Ergonomie Confiance
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P L AT S
Ergonomie Confiance
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P L AT SDesign
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P L AT SErgonomie et design
Site web léger riche en photos
Navigation facile
Outil de sauvegarde et de partage
Appli mobile
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P L AT S
X 2le nombre de demandes
5000 shoots par mois en
décembre 2012
Commencé en
2009
Photographie vérifié par Airbnb
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P L AT S
Ergonomie Confiance
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P L AT SBesoin de confiance
La confiance, monnaie d'échange de la plateforme
Où je vais? Qui je rencontrerai?Le rôle des photographes Le rôle de l'écosystème web et
social et des services complémentaires
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P L AT SConfiance et Services
CommentairesLongue présentation de l'hôte
Social connections via Facebook
Sécurité du payement
Garantie pour les hôtes
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P L AT SStratégie communautaire
Conversation de marque
Esthétisme de la marque
Partage de l'expérience
Mise en valeur de la communauté
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P L AT SLes histoires
Les histoires de la communauté enrichissent le discours de la marque. Pendant des événement comme l’ouragan Sandy les utilisateurs du site ont
volontairement offert leurs maisons à ceux qui en avait besoin.
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P L AT SEcosysteme
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D E S S E R T S
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LA CRISE
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CARHARTT
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MAES
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FASTESTAGENCY
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D E S S E R T S
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SEND BACK YOUR BRIEF
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Merci
Marta Gobbi et Guillaume Slizewicz
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SourcesUS Consumer Don't Value Same-Day Delivery, Despite Rush of New Services by Retailers and Carriers. (2013, 03 05). Consulté le 04 22, 2013, sur BCG.com: http://www.bcg.com/media/PressReleaseDetails.aspx?id=tcm:12-129157Armano, D. (2012, 07 18). The Future Isn't About Mobile; It's About Mobility . Consulté le 04 22, 2013, sur Harvard Business Review: http://blogs.hbr.org/cs/2012/07/the_future_isnt_about_mobile_its.htmlCocotas, A. (2012, 05 08). Here's Why Mobile Ad Spend Won't Ever Catch Up With Eyeballs. Consulté le 04 22, 2013, sur businessinsider.com: http://www.businessinsider.com/mobile-advertising-spending-2012-5Bertaux, G. (2012, 10 31). Analyse Stratégie Digitale Airbnb. Consulté le 04 25, 2013, sur slideshare: http://fr.slideshare.net/gberto1/analyse-stratgie-digitale-airbnbFages, C. (2013, 02 27). 57% des mobinautes ont déjà acheté sur mobile. Consulté le 04 22, 2013, sur Frenchweb: http://frenchweb.fr/infographie-57-des-mobinautes-francais-ont-deja-achete-sur-mobile/102385Falks, T. (2012, 12 27). Africa has more mobile phone users than the U.S. or E.U. Consulté le 04 22, 2013, sur Smart planet: http://www.smartplanet.com/blog/bulletin/africa-has-more-mobile-phone-users-than-the-us-or-eu/9053Kuang, C. (s.d.). How Airbnb Evolved To Focus On Social Rather Than Searches. Consulté le 04 22, 2013, sur Fastcodesign: http://www.fastcodesign.com/1670890/how-airbnb-evolved-to-focus-on-social-rather-than-searches#8Mobile Everything Everywhere. (2013, 04 15). Consulté le 04 22, 2013, sur The Ad Contrarian: http://adcontrarian.blogspot.fr/2013/04/mobile-everything-everywhere.htmlOgunlesi, T. (2012, 09 14). Seven ways mobile phones have changed lives in Africa. Consulté le 04 22, 2013, sur CNN: http://edition.cnn.com/2012/09/13/world/africa/mobile-phones-change-africaShevchick, L. (2013, 03 13). Mobile APPeal: Exploring the Mobile Landscape. Consulté le 04 22, 2013, sur New Relic: http://blog.newrelic.com/2013/03/13/mobile-appeal-why-the-future-is-mobile/Smith, D. (2012, 10 30). Digital revolution lights up Africa with maps, mobiles, money and markets. Consulté le 04 22, 2013, sur the guardian: http://www.guardian.co.uk/world/2012/oct/30/africa-digital-revolution-mobile-phonesRichardson, J. B. (2012, 10). Airbnb Case 812-046. Harvard Business School .Ries, E. (s.d.). Growth Airbnb Case Study, Joe Zadeh. Consulté le 04 22, 2013, sur Udemy: https://www.udemy.com/lectures/growth-airbnb-case-study-joe-zadeh-76819