March 30th, 2009
I had an interesting conversation with a relative last week-end. He asked me what he could get from social media for one of his client. I answered: what can your client give to the citizens?
It can sound like arrogant (and it’s not because I’m French, come on!)
But after a while, we had this common statement:
- there’s nothing less natural & normal than receiving an email or an ad from Scientology or Pizza delivery services, online or offline
- we don’t really read and care for what does not concern us in our daily life
- we’re all a bit rebellious and marxist: that’s our power as consumer to say no! to external presences and attempts to abuse us
Few hours, and few cups of coffee later, we had this common position:
- brands need value propositions when they talk to citizens: you can only talk shit when you’re already good friends
- you become angry only with good friends; so when you don’t know someone, you have to be kind and introduce yourself first. “Hi, my name is Pizza delivery service. And you?”
- brands are chosen by consumers. and hey! consumers are the guy who buy your products at the end (it seems stupid but we have to think about that)
And that’s as simple as that!
March 27th, 2009
Stéphane Lautisser, a great digital planner based in France, gives us some insights about “pop-up stores”.
Pop-up stores are “moving stores”, that aim to create a new relationship with consumers:
- get new types of people
- make consumption an event
- show a greater creativity
Stéphane quotes some examples like Method, or Everland:
“Everland in Paris: has there ever been a stranger work of art than Everland? It’s a travelling hotel room that tours Europe, plonks down in beautiful places and people visit it, even staying the night, to get a vision of a world where mobility and permanence magically collide. And, in properly pretentious modern style, once you’re inside the room, you’re part of the art. It’s currently sitting on the roof of the Palais de Tokyo gallery in Paris, facing the Eiffel Tower, and you can pop in during the day to investigate – while also touring the most consistently innovative modern-art gallery in the city. Sleeping over is more complicated – you have to visit the website daily and grab the nights as they become available, about two months ahead – but even a visit would make a fascinating centrepiece of an arty weekend in Par”
Good to see that this kind of marketing fits with digital culture, and our “affinity” minds.
March 23rd, 2009
What’s that ? Explanations on NY Times:
” With Visualization Lab, NYTimes.com users will be able to visualize and comment on information and data sets presented by Times editors, share those visualizations with others and create topic hubs where people can discuss specific subjects. There is also a separate site, Many Eyes, run by IBM Research at http://services.alphaworks.ibm.com/manyeyes/. Please feel free to participate and contribute in both places. “
Impressive: NY Times provides an “editorialized” or “processed” tool to a web community, in order to start a conversation to create value added.
It’s probably one new path for journalism: not diffusing a kind of absolute / static truth, but providing dynamic elements of analysis in which opinions can debate.