Archive for April, 2009

April 30th, 2009

Why Twitter is 140 signs of relevance and is not going to die (sorry Nielsen)

by Laurent François

Some experts bet that Twitter could die. It’s the new flavor of the month.

How come?Because Nielsen predicts so, comparing Twitter audience retention rate, with the experience curbs of Facebook and MySpace:

“Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent,” writes David Martin, vice president of Primary Research for Nielsen Online, in a company blog entry. “For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.”

“Wait a minute”. 5 reasons why I don’t agree :

  • Twitter is only based on our affinity tribe. It’s a nonsense to follow everybody on digital Earth, whereas you should only follow people that give you value added.
  • Twitter is not based on FRIENDS but on FOLLOWERS: you discriminate more easily followers than friends. A bad retention rate is a good sign that your personal CRM works pretty well: you’re always looking for people / Twitter users that maximize your time
  • Twitter is not Facebook. On Twitter, you want to have the value added right now, to consult and poll your tribe. If you don’t get info, it means that you haven’t built your relevant tribe: you need 140 signs of relevance (+ 15Mo of celebrity to quote Armano). On Facebook, most of your friends are not very active. On Twitter, most of the users you follow are relevant. That’s not the same level of analysis.
  • Twitter is not made for “mass”: it’s based on people’s capacity to agregate and find the ebst paths. In a sense, we all should follow only 5 to 10 relevant users
  • It’s only in a search usage that using macro-tools like Sideline make sense: the sum of all the tribes’ intelligence!

Microblogging won’t die…or die another day

April 28th, 2009

European Parliament would love to be Obama

by Laurent François

That’s one of the main recent American influence in terms of communication: the Obama 2.0 campaign is perceived in Europe as the path to follow.

We’re far from what US experienced, but the European Parliament decided to move forward in social web:

“Ahead of the June 4 to 7 2009 European elections, the European Parliament has created profiles on online social media (Facebook, MySpace and Flickr)(…)”The core message remains the date of the elections and the impact of European Parliament decisions on the daily lives of Europeans.”
In addition to its special European election website, launched last January, the European Parliament has now opened a profile on the Facebook online community (which has more than 175 million users), and another on the MySpace platform (more than 250 million users). A Flickr photo stream is also available with a daily updated selection of photos of the 3D installations and of the “Choice Boxes” (a facility from which people can send their own video messages to MEPs) in all EU countries(…) In addition, a promotional campaign, with electronic banners using the colours and imagery of the communication campaign, alongside ad-words in search engines, will run in May 2009 on websites and networks across Europe. A campaign will also be conducted within the MySpace network to link to the EP’s MySpace profile.”

And national policians also get involved:

“According to the website Europatweet, a website monitoring and cataloguing the current and/or prospective MEPs on twitter, there are currently 76 current or prospective Members of the European Parliament on Twitter.

That being said, twitter is not the holy grail of campaigning, but rather an additional tool which may both help, or hurt MEPs in their quest for re-(s)election. Earlier this year,Graham Watson, leader of the ALDE group drew quite some criticism from the online community when he revealed that it was no-one other than his… wife, who was doing his tweeting.”

Good news…even if at the moment the national prism monopolizes the debates.

  • to be present in diverse web hubs of communication is the minimum
  • it does not substitute the value proposition and the necessary political divide you want to achieve
  • it can potentially improve the gap between European issues and national citizens:

How come? Because it’s highly complicated for an institution to talk in a one-to-one manner, and easier for politicans to do so:

National politicians
European debate
European institutions
So as politicans could be an umbrella that could disconnect the European debate to arise…

More about EU citizenship:
and here

April 27th, 2009

Korean example on "real life" constraints: towards social media havens?

by Laurent François

A great insight from Korea:

More and more Korean netizens are “fleeing to foreign internet services”, in response to tighter net censorship recently being implemented by the Korean government, Korean newspaper Hankyeoreh reports.

So if we consider that social conversations are like liquid transactions, will we experience social web havens ?

April 23rd, 2009

Ad of the day #13: Scrabble. 60 years old today, Viral videos to celebrate it!

by Laurent François

An Ogilvy campaign . Via Ogilvy PR

April 22nd, 2009

A deeper internet path proving the importance of organic search and digital influence compared to advertising

by Laurent François

In our liquid modernity, we have less and less time to solve more and more problems. Great news: our time is our main asset, so as our internet path and journey is one of our main tool to help us in our decisions. A new phenomenom emerges and confirms the importance of digital influence and the power of organic search:

What’s more, consumers are shopping around more before buying, making ads placed on sites such as Google’s less valuable to marketers on a click-by-click basis. Google said the number of paid clicks in the quarter rose a healthy 17% from a year ago. “People are searching and clicking on ads as much as ever,” says Jeffrey Lindsay, senior analyst with Sanford Bernstein. “But it’s now taking 15 to 20 clicks vs. 10 to 15 clicks to sell something.” As a result, prices per click on search ads fell 13% in the first quarter from the fourth, Efficient Frontier says.

Beyond the business insights, what really matters is the fact that people need to find “true”, valuable and relevant information. They face information, they compare. So as if you don’t provide great information, your ads will drive to reluctance and disrepect. Consumers learn how to figure out what is advertising, what is fake and what is worth.

Good news for PR people and for social media marketing: you need to be authentic to sell more, and it’s all about deep conversations (and not mechanical tactics).