Archive for November 11th, 2008

November 11th, 2008

Barney, cheerleader effect & social media

by Laurent François

“On last night’s episode of “How I Met Your Mother”, Barney (Doogie Howser’s Neil Patrick Harris’ character) explained a phenomenon known as the “Cheerleader Effect”. Basically, it’s the idea that while things may look hot as a group from a distance away (like a bunch of young cheerleaders), when you look closer at each one individually you realize they aren’t as good looking as you expected.”sftsports

Ok, so what’s the point ?

The point is that in social media, in order to make your voice be listened, you obviously have to play collective. Why that ? Because you first need a reputation to be “followed”. Why do you trust someone ?

  • you already know the guy IRL or thanks to his reputation (a famous author etc.)
  • some friends told you he’s a good guy
  • you are a true believer

And in order to trust someone you don’t know at all, you don’t have so many choices. You need conversations, you want to know the people you’ll trust. And so do I.

Moon gives us some nice advice:

“Sharing is the most important – participate in the conversation, try to help people and let people how to do without charging them money at first. You think people will follow you if your answer to them is “You can get my answer from the eBook and go buy it”? You need to share with them and give them solutions so that the trust is developed.”

You probably think you’re astonishing, great. If you’re lucky or talented, you also have fantastic stories to tell. But first, what’s even more important is recognition from your peers. And as a long art, it takes time to build your network. Just think about street artists: they first mobilize and interpellate passer-bys before starting their show.

So Barney was right : the cheerleader effect in social media will help you become stronger, more beautiful and probably more secure and peaceful in case of a big crisis.

More information about “How I met your mother” last episode:

More information about reputation:

November 11th, 2008

Agent Provocateur : social media experienced their so sexy pirates

by Laurent François


Agent Provocateur belongs to web culture. Since Kylie Minogue on a ride in 2006, the brand keeps on pushing the borders of sexyness and lust.

The brand now comes back with a fantastic “pirates” experience. The idea is quiet efficient : a mini-site and a film in which you have to make choices to continue the story. It does not go as far as Samsung for its “follow your instinct” campaign (using annotations on YouTube), but the direction is pretty well done.

I was wondering if this campaign was not “for male only”, because so hot, because so catching for my poor eyes…so I googled and find that it was pretty well perceived by young women :

“The latest campaign, starring Helena Christenson changes all that! Check out the link below and tell me that you don’t want to suddenly abandon all thought of the credit crunch and take out a new credit card! I especially love the above piece, modelled oh so seductively by Ms Christenson…” The origins of Beauty

It features naughty pirates clad in sexy Agent Provocateur lingerie. Kate Moss is not the face of this campaign, instead, Helena Christensen is playing her “wicked games” for AP this season. The collection is beautiful, and as always, I want it all. I also really admire the way they market each campaign – it’s more than just pretty pictures. They find great models and celebrities to be the face of their campaign, and AP always pushes the edge of technology.”Miss

“You really have to experience this. According to Telegraph, “Pirate Queen Helena appears in a red lace basque, brandishing a dagger, and succeeds in seducing the captain of the ship who is unaware he is being robbed blind and facing a mutiny” – we totally agree that this is a “swashbuckling way to sell lingerie”.Fash-eccentric

So a great online experience and recommendation to buy the products in social media discussions…It’s what we call a 100% ROI ?