Archive for November, 2008

November 25th, 2008

New Vogue web platform in France: a good example of social-media world integration

by Laurent François

Vogue represents vitality, innovative styles, trends, news and hot new stuff.

Good news for fashionistas and modern culture addicts in France: we’ll have the chance to get a brand new Vogue website tomorrow morning.

Condé-Nast presented its strategy for it: won’t be just an online version of its magazine, but a true independant and original destination for readers. There will be hot exclusive content, the backstage of fashion weeks all over the world, with an off-beat tone + style-of-the-day photos shooting.

Here’s a screenshot of the new Vogue (available now in few hours, according to the press conference I attended this morning @salle du Jeu de Paume in Paris) : wants to be a true brand “jewel case”, and asked the brands to be always more innovative, always more creative, to improve the readers’ (we used to call him “consumers” ages ago :p ) experienc. They think about branded content, that is not yet very developed in our local market, even for banners. wants to embody the place to be to follow the show and the very last information, and wants to be the inheritant of a French phenomenom that appeared in the 80s called the “radio libre”, FM programs when listeners could directly call the animator and talks to the whole world, to promote sometimes a future famous song / idea / event. It follows previous Vogue live blogging and Twitter tactics during the last fashion weeks.

Vogue follows its stategy even in its HR for its website. Aurore Leblanc, star-DJ in France and blogger, is the new editor. Vogue is now also working with Garance Doré , one of the most talented French blogger to provide some exclusive content online (her blog is now commercialized by Condé Nast). It is a symbol of the convergence between bloggers and Vogue readers

Garance Doré

November 24th, 2008

by Laurent François

Tom Fishburne expressed this morning what we have have to overcome at the moment in our markets:

“I think that the “safe is risky” motto even applies in a downturn. Actually, I think it especially applies in a downturn. Because the status quo won’t cut it when consumers are reframing how they look at the world. Nimble brands will take advantage of this time to find new opportunities.

In the credit crunch marketing conference I mentioned last week, one of the speakers talked of the importance of becoming the “peacock in a crowd of pigeons” (another way of describing the “purple cow”). The easiest way to remain a pigeon is to take the “safest” path.

It reminded me of that old story about the artist who was asked how he knew how to sculpt a horse. He said, “easy, I just chisel away everything that doesn’t look like a horse.”

If you think in terms of SWOT, if you’re dramatically losing your reputation, if you just keep your boat in the wrong direction, you’re definitely wrong.
Sometimes creativity just means going back to a former question: “why did it work before?” Or just a rational one: “let’s go in another place ’cause I’m now wrong”.

November 24th, 2008

Facebook data exchanges’ visualization: a snapshot similar to Earth by night

by Laurent François

“This video showcases a Hackathon project that visualizes all the data Facebook receives.”

What’s astonishing is that this visualization is very similar to a snapshot of how Earth looks like by night, depending on the light’s usages all over the planet. A world where the more visible continent is the US, and a picture that follows globalization big trends (ie: countries’ coasts are more “lit” than inside territories).

Thanks Palpitt for this video…

November 23rd, 2008

Faith, economics and social media: welcome to real life

by Laurent François

Sometimes, good things happen when a crisis happens; you try to fix out the problems, and go back to your core competences (business value chain, management, skills etc.).

Problem is that if you go back to your core competences, you need an organization ready to follow you, sharing the same vision and agreeing about this same affinity. You then need “believers”…Funny statement that when times are quiet complicated, you need to substitute fake rationale by improving some kinds of faith.
Jay Deragon gives us a strong learning:

“I recently heard Dave Ramsey say “The essence of our economy is based on the people’s faith”. In other words do people believe in the economy, the conditions and those who influence the economic policies and the subsequent impact on our future earning and buying power. I thought Dave’s statement was profound and then I began to think of our current situation.”

Venkatesh Rao illustrates this big idea around an ongoing war between social media vs knowledge management:

“SM is an organic, protean, creative and energetic force. KM is a brittle, mechanical, anxiety and fear-ridden structure. It is telling that the biggest KM concern is the potential loss of Boomer knowledge, a backward-looking preservation/archival concern, while the biggest current SM concern is probably the heart-stopping excitement around the possibilities of mobile devices and the potential Web-top-enabling Google Chrome.”

Social media will certainly find a more reassuring position for “facts & figures marketers” (what we all should be to a certain extent) once we’ll have hamonized what we can expect from them (the famous ROI question). So to say, intuitive faith to re-implement trust in our economics system. A good first step to make people the centers of our system again?

November 22nd, 2008

Socrates on social media: be authentic

by Laurent François

Hello world,

Tonight I won’t write a long analytical post, just a Greek thought for all of us:

“Be slow to fall into friendship; but when thou art in, continue firm and constant”. Socrates”

In our liquid modernity, everything goes very fast…Nonetheless you need to take your time to be authentic. Be not enough reactive and you’ll be out of context. Be too quick and you’ll become intrusive. Complicated balance to find.

As Mark Dykeman mentions:

“The term friend will remain in social media for a long time to come: it’s embedded into social networking culture. I think that contact is really a better term to use because it’s more consistently accurate. Contacts are people who know each other, even if only superficially, and they’ve given each other permission to reach out and communicate to each other. Contacts can also be real friends. However, as I asked at the beginning of this article, would you trust a social media friend with something that’s precious to you? Trust is not a default – it needs to be earned.”

You weren’t born friend of someone, you became one, even if affinities or habitus drove you to this situation. But more important, you have to give something before getting trust from someone who affords you some of his/her time.

Have a good week-end, world :)