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Program

Tuesday 4 October 2022

[11:30am] : INTRODUCTION

Sonia MAMIN
Event Director
ONE TO ONE DIGITAL MARKETING BIARRITZ

[11:30am - 12:30pm] : OPENING CONFERENCE

Part 1: Let's dare the customer experience! Facts & Figures

Thomas HUSSON
Vice President & Principal Analyst
FORRESTER RESEARCH

To open the One To One Digital Marketing event, Thomas Husson, Vice President and Principal Analyst will share the latest trends and data from Forrester on marketing and customer experience. To be bold, you have to distinguish between hype and reality to avoid drowning in the buzzwords of the moment around the metaverse, NFT, cookieless, livestreaming or greenwashing.

Part 2: Always dare, sometimes give in, never give up !

Peggy BOUCHET
Navigator and entrepreneur

An inspiring presentation based on the human element, softskills and the link between the spirit of adventure and the spirit of entrepreneurship. Peggy will speak about strong values and themes that are more relevant than ever: - Learning to know oneself better and daring to be unique - Building up one's audacity - Encouraging commitment - Cultivating resilience, the ability to adapt and curiosity - No fail, No gain! No fail, no gain: build yourself by daring, trying, failing, starting again - Adopt an attitude, an optimistic vocabulary - Revive the pride of having dared, tried and taken up a challenge All these elements encourage everyone to cross their Atlantic!

[2:30pm - 3:00pm] : FIRESIDE CHAT

Daring to be inclusive and diverse in marketing 

Hosted by :
David Bernard BRET
VP MARKETING
WARNER BROS

Béatrice GODINEAU
Director of Brand Strategy and Customer Experience
SNCF Voyageurs

In this discussion, we will look at the impact of the barriers that can hold us back internally and externally and how to deal with them, but also what are the presuppositions for the brand? Finally, we will argue together about the real benefits that more inclusive marketing can bring?

[3:30pm - 3:40pm] : DARE TO PITCH ! IMPACT

Changing the world, one conversation at a time? The conversation at the heart of my career path and of the Nature & Découvertes brand strategy

Fanny AUGER
Brand Director 
NATURE & DECOUVERTES

How to put your skills at the service of your convictions to amplify your impact? Audacity, instinct, convictions, transmission, pedagogy, meaning, leadership, CSR, impact, influence...

[3:40pm - 3:50pm] : DARE TO PITCH ! IMPACT

The brand experience is inextricably bound up with the customer experience, a testimony from Orange

  

Bruce HOANG
Digital & Data Communications Director, Media & Social CRM
ORANGE FRANCE

Your brand is not what you say it is, but what Google says about it" (Chris Anderson). Since the beginning of the health crisis and the increasing use of digital by the French, we at Orange have become aware of the importance of monitoring what is being said about our brand and strengthening our conversational posture on social networks. In particular, we have made a major observation: the major platforms (Google, Facebook, etc.) analyse the relevance of information as well as the interaction and satisfaction of Orange users through their own data and algorithms, in order to deduce recommendation and visibility indices specific to our brand. The precise functioning of the algorithms of the large platforms is of course opaque, however there are some major principles on which Orange can rely to optimise its reputation and visibility. This is what I propose to present to you. My conviction is that an e-reputation project is not limited to one direction, it concerns the brand, listening to and managing communities on social networks, but also: customer relations, customer knowledge, the network of shops, traffic levers...

[3:50pm - 4:00pm] : DARE TO PITCH ! IMPACT

How can trend analysis help companies cope with change?

Jérémy LOPES
Head of Trends & Prospects
L'ADN

Our economic, social and environmental models are being called into question, but it is impossible to confiscate them without offering an alternative. At the same time, we are evolving in a world of perma-crises, permanent crises that are piling up: geopolitical, climatic, technological and social... which require brands to adapt more and more frequently both internally and externally. In order to develop their capacity to adapt and bring about desirable social, economic and environmental futures, trends and weak signals act as real compasses for marketing strategies. A new imperative for coping with change.

[5:00pm - 5:45pm] : KEYNOTE TIKTOK

TikTok: the customer experience before the customer experience

Arnaud CABANIS
General Manager Global Business Solutions
TIKTOK FRANCE

Fabien LE ROUX
Brand Strategy Lead
TIKTOK

The customer experience begins on TikTok with the emergence of community commerce, which has become an unavoidable phenomenon on TikTok.
A real opportunity for brands to capture the attention of a community that is committed. TikTok is at the crossroads of commerce and entertainment with users who will generate actions, buy products, engage around a brand and an audience that creates content around a brand, products, a community that exchanges and generates virality.
The platform's users are thus constantly shopping. In fact, 74% of the community claims to have been inspired by TikTok to find a new brand or product. This phenomenon is reflected in the rise of the hashtag #TikTokMadeMeBuyIt, which now has over 22.6 billion views on the platform.

[5:45pm - 6:15pm] : LE TALK

« Conversational marketing: how participatory democracy methods are needed to re-engage consumer »

Axel DAUCHEZ
Founder
MAKE.ORG

Brands are undergoing a qualitative and quantitative disengagement of their consumers which translates into an unprecedented crisis of confidence. The usual marketing tools are struggling to rebuild the link with the brand: on the one hand, branded campaigns have a declining effectiveness; on the other hand, performance-based campaigns have a growing cost, hyper-fragment the messages and dilute the brand's common share. In this context, there are now methods of co-construction on a very large scale resulting from participatory democracy which are becoming marketing tools in their own right: conversational marketing.

3 / 5 oct. 2023 Biarritz

#1to1Biarritz