November 20th, 2013

Some new adventures: RE-UP agency, French Ideas, Hit Bag…

by Laurent François

Hi fellas,

It’s now been more than a year since my very last post. Not that I don’t blog anymore, it’s just that I write in other places 😉

So to follow my brand new adventures:

RE-UP agency, the geeks & grown-ups agency based in London and operating worldwide. You’ll find all our up & coming client cases.

French Ideas, my digital agency, part of RE-UP. You can follow the development of our structure.

Hit Bag, the fashion blog I run with my friend Vu Quan Nguyen: society, menswear, fashion industry insights etc.

Social Media Today: I’m part of the Best Thinkers panel so you can read all my post about the future of Social Media.

and still super active on twitter of course: @lilzeon

I’ll probably write again on this blog one of these days…Art is long as you know it 😉

August 23rd, 2012

The day I’ve launched a digital agency in London

by Laurent François

Dear readers,

as you’ve noticed, I did not write much this year on this blog. Not because I had any fatigue or that I was bored, because in our attention economy, there’s a key raw material: TIME.

So, French Ideas, a boutique digital agency, was born few weeks ago, in Silicon Roundabout, London. 3 main activities are implemented:

  • social journey planning: as digital channels are very deeply changing the rules of influence, strategic planning and definition of personae have never been as important as now. Social journey planning requires strong capabilities in digital analysis, social media monitoring, and influencers’ mapping + knowledge in sociology, arts etc. We’ve already sold some projects for creative agencies: do not hesitate to pitch us!
  • digital strategy: once you have a better idea of how your users think and which “moments of truth” rock, well, you need to establish a roadmap, both editorial and UX. That’s the trickiest point, that you need to shape with creatives in a wider extent: data analysts, CRM and so on :)
  • early-stage marketing: you’re launching a brand? A festival? A start-up? Well, it’s not only Social Media but more general marketing. And we’re here to help…

We also have some publishing / fashion activities on Hit Bag.

It’s still new and our partners are extremely interesting people; it’s a brand new approach for me to set up some strategies with a wide diversity of talents; feel free to pitch us :)

In the meantime, I’ve tried to arrange all my previous posts on Pearltrees. You can check it here:

French Ideas Digital Agency and Services / French Ideas Social Media Opinion in Laurent François (lilzeon)


June 7th, 2012

Diamond Jubilee: a global Social Story

by Laurent François

There’s something astonishing with Great Britain: there are stories which are able to connect citizens, consumers, governments, foreigners, brands, in the very meantime.

I had the chance to experience the Diamond Jubilee, and it’s probably one of the most amazing Social Media case studies since Obama’s campaign.

Some stats to better understand the scope of the phenomenon:


But it’s not really the point. The point is that in any store, in any street, there was a deep commitment of a nation with this celebration. To be honnest, I’m a bit jealous of Commonwealth people today, because it was not about an identity which denies the other nations, but it was about an hyphenated identity which opens the gates. In Tesco supermarkets, you could have some fun with Union Jack flags and goodies. At Barclays, every customer could receive a special package. Why not a popular branding of the European Union then?

A very interesting popular fact can also be presented: Jubilee anthem “Sing” by Gary Barlow, is now #1 in diverse UK music charts.


So why did it work so well, apart the fact that British LOVE their Queen?

  • the main official website gave clear meeting points and agenda some weeks before the crazy week-end: you knew what you could get and where you could go, at the very local place combined to the very moment you’re available
  • there was a strong implication of media, in order to tell the story of both the core of the Diamond Jubilee (Queen Elizabeth II ) and the local narratives (what’s going on in the local pub?)
  • a lot of stakeholders had a strong value proposal: business? holidays? meeting friends? reinsuring the British nation?
  • people were empowered as they could organize “their” own Jubilee (BBQ at home? actions for nonprofits? )

Well done Majesty!

March 19th, 2012

How to set up an alert to monitor a potential crisis on Pinterest?

by Laurent François

It’s a fact: it’s very urgent for brand strategists to start monitoring what’s happening on Pinterest, to forecast potential crisis, as they already do thanks to monitoring tools like Radian6 or eCairn.

Most of the big digital bad buzz & crisis could now start on Pinterest: using brand images and transforming them to denunciate or attack them is already a classic tool that digital activists use.

But making it start via Pinterest could be extremely powerful: it could maximize the visual culture lure thanks to the “repin and linking” effect. As it’s not yet followed by search engines, it could impact citizens’ minds and remaining more silent on Google.

The main problem at this stage is that you cannot easily follow any “pinterest feed”, so it’s complicated to shape a crisis alert, for instance on a reader. But Ann Smarty gave us some clues on Mashable:she told us how to Track a website’s Content on Pinterest.

It can be great, as it’s already a first part of the problem: identifying brand detractors or promoters.


We’ve then hacked her demonstration, not to follow only our own contents, but to generate a feed to follow a potential risk. We’ve also used Feed 43, and we’ve done it for the International Monetary Fund (IMF). So here’s the way it works:

We’ve specified a query we’ve done on Pinterest: . We’ve left it pretty wide, as we wanted to get ALL contents about IMF.

You then need to copy/paste this code on Feed 43:

Item (repeatable) Search Pattern*: [?]
<a href=”{%}”>{*}
<a href=”{%}” title=”{%}”>{*}

Item Title Template

Item Link Template*:{%1}

Item Content Template
Shared by <a href=”{%3}”>{%4}</a><p>


You now can add this feed to any monitoring tool, like Radian6 for instance. (and we’re sorry if I were IMF, I would definitely have a look right here)

February 6th, 2012

Pinterest: when curation becomes mainstream

by Laurent François

If you want to know what I think about Pinterest, well, you can either follow me there or read my post on SocialMediaToday. Ha!