Archive for February, 2009

February 23rd, 2009

TicTac knows how to transform a bad buzz into a successful kick-off

by Laurent François

Here’s what’s happened in a UK soccer match:

“From a drop ball just outside the centre circle on the half-hour, after the Reds had put the ball out of play to allow Emmanuel Mendy treatment for a knock, Blues striker Scott Spencer sportingly kicked the ball back to Reds keeper Martin Hansen.In a scene straight from Question of Sport’s ‘What Happened Next?’ the ball drifted towards the Reds keeper, who lost its flight completely, let it roll through his legs and into the net for the game’s opening goal.Liverpool’s equaliser couldn’t hope to be as dramatic, but it was still another unusual effort.”

Dramatic. Here’s what TicTac did (found on the brilliant Tim Whirledge’s blog). The brand transformed this bad buzz into a funny but relevant meme-extended video, engaging conversation with UK supporters and observers:

After EA Sports and Tiger Woods case it’s a new step forward for PR and social media: when brands become RT-film-makers…

February 23rd, 2009

Best brainstorming / mindmapping tools: from Muji notebooks to softwares

by Laurent François

I asked on Twitter what are the best mindmapping / brainstorming tools. Here are the conclusions of we need :

  • A way to go in a very deep thinking attitude (night, beer, silence?)
  • A way to write what is said (paper or laptop)
  • A way to share thoughts (paperboard, wikis…)
  • A way to implement merrymaking or conviviality

Well, 4 paths to a good co-working!

Laurent : what’s ur favorite tool for mind/brainstorming ?via Twitter – 9:34am – Comment – LikeUnlike – Show Feedback (8)Hide

  1. Steve Evanssteve_e @lilzeon I use Freemind It’s pretty good for that kind of thing, especially if you get it up on a screen in meetings

  2. Thibaut Thomasthibautthomas @lilzeon paper & pen, Muji notebooks or paperboards.
  3. Laurent Le Coustumer at 9:39am February 23
  4. Agathe Nougaret at 9:57am February 23
    chopsticks !
  5. Laurent Le Coustumer at 9:59am February 23
    fortune cookies!

  6. Laurent Enzo François at 10:00am February 23

    not bad. what else?

  7. Laurent Le Coustumer at 10:00am February 23
    Freemind/Mind manager
  8. Laurent Le Coustumer at 10:01am February 23
    (plus beer)

  9. Agathe Nougaret at 10:09am February 23

    Magic markers (yep, to actually write ! you junkies !!)

  10. Laurent Le Coustumer at 10:11am February 23
    “write”?? like with the hand and a pencil?? you freak!
  11. @eni_kao Lack of sleep, red wine, bread and cheese : you get the most strange ideas at 4 o’clock. Some are quite good.


February 22nd, 2009

Love or Hate-marketing and Google: it’s not about sex-toys, but tender relationships?

by Laurent François

NY Times publishes an interesting article and a thought by Sullivan explaining what’s the true asset of Google:

“I asked Mr. Sullivan if we should deliberately spread our searches across several engines, doing our own small part to help keep competition alive. He said that such a campaign would not be sustainable. “I’m probably going to continue to use the thing that I have a good relationship with, which is Google,” he said. “If you suggest that someone should go use Microsoft search, it’s like saying ‘You should go get a new best friend.’”

So we use Google not only because its tools are great, but because it’s our online best friend.

A friend that looks similar to a human being:

  • results’ popularity are close to our gossip-girls nature
  • Google integrates our human chaotic loop: we like mixing an intense work (Google Search) while we are reading the breaking news (Google News), and in the meantime we’re writing a sticky note on our favorite magazine (Google Reader) and answering an email (Gmail)

Problem is that Google is not my true friend. Then :

  • I can decide to ignore it if he disappoints me (wrong platform? a competitor with a better offer?
  • I can sue Google if it deceives me (selling my personal data to the government? not deleting a wrong proof of my teenage life?)
  • I can criticize Google and make it buzz around out of Google loop

In 2008, a lot of people talked about Love-marketing. Don’t forget that the “you’re dissmissed” button is close to my hand…

Love love love!

“Love is about meeting needs, about physical ecstasy, thoughtfulness, laughter, tears, fear of loss, vulnerability, acceptance, feeling like you’ve always wanted to feel. About bliss and acknowledgment. It’s a drug, a tragedy in waiting, a union, a connection. A thrilling present, a happy future. It’s about wanting things to last forever. Planning and building sandcastles. About walking on air. Being accepted unconditionally for who you are not what you do. About touching. Respecting needs and wishes. Sharing secrets. Wanting the best for others and helping them achieve it. Nigel

February 21st, 2009

China tests search engines’ propaganda mechanisms in a police affair

by Laurent François

I read an amazing story yesterday, about a new online propaganda test in China:

“China has invited sceptical Internet surfers to help investigate the death of a man in custody who police say ran into a wall blindfolded while playing hide-and-seek, state media said on Friday. Li Qiaoming, 24, died from a severe brain injury four days after being sent to hospital from a detention centre in the southwestern province of Yunnan, the Beijing News said. He had been arrested for illegally cutting down trees. The cause of death given by police has been widely questioned on the Internet. “We’ve invited Internet users to investigate the case on the spot and hope they can made their own judgment and spread the information they see with their own eyes to as many people as possible,” Gong Fei, Yunnan’s propaganda chief, was quoted as saying. “It’s the first time in Yunnan, and even in China, netizens have been asked to participate in an investigation,” he was quoted by the official Xinhua news agency as saying.”

What does it mean? That Beijing perfectly understood search engines rules based on popularity, and that they have to control to a certain extent what is the most “potential” truth when it comes to government actions. That’s certainly why they “engaged” internet users: to make them diffuse a new word-of-mouth about the case.

photo credits.

February 20th, 2009

Are social media overrated?

by Laurent François

There’s this funny feeling when you work “on” and “in” social media that people start telling me that social media are overrated. And that’s certainly because they only link social media to bloggers. Guess what: I don’t think so. The more relevant question is: how to make them relevant? How to position them in the best way among other media and paths?

I do totally agree with Jim Tobin:

  • “1996: “Once advertising agencies figure out HTML, they’ll do all the web development. These interactive agencies will be absorbed.” Should’ve been true. Wasn’t.
  • 2000: “Once the interactive agencies figure out the tricks of SEO, specialists in search engine optimization will go away.” Again, didn’t happen.
  • Today: “Once the PR people, or the ad people, or the digital people, or maybe the SEO people, figure out this social stuff…” Not going to happen.
    (…) What’s really next for social media agencies
    Certainly it’s early for all of us, but more likely than being threatened from “above” by traditional agencies, the history of divergence tells us that over time we’ll be threatened from “below”. Specialists in one subset of social media will emerge (they already are), and we’ll find ourselves competing with them in a couple years.
    That’s how it works in advertising. That’s how it works in PR. That’s how it works in interactive. That’s how it works in SEO. Because that’s how it works.
    Will traditional agencies “do” social media?
    Of course they will. Just like ad agencies build websites. And interactive firms build SEO into what they do.
    And some clients will prefer that model. The “Can you just handle all this for me?” model. Nothing wrong with that at all.”

Moreoever, social media are made of bloggers, among other digital citizens. When you “log” to any forum, you’re already a web-logger, when you log to Facebook, you’re also web-logging. Anybody potentially is a weblogger, so a kind of blogger.

When you disminish the social media impact, you tackle the citizens’ access to a wide diversity of spaces of conversation.

More about blogging:
A post explaining what it’s all about