Archive for April 14th, 2009

April 14th, 2009

#amazonfail and the reasons why we have to care about conversations

by Laurent François

After Amazon problems on its cataloging system, a lot of gay & lesbian products were like “boycotted” by Amazon. It demonstrates that Twitter and microblogging are an opportunity but also a risk, moreover when a specific affinity group decides to attack together the core competences of a brand.

Amazon business model is based on the long-tail theory, that is selling “a large number of unique items, each in relatively small quantities.”

So basically, the model was clearly out of order during this time. And their reputation is at stake :

“This could just be the good old corporate brush-off, or it could be evidence that Amazon considered homosexually themed books worthy of being censored.

Needless to say, the rapidity with which Amazon about-faced on this is encouraging–clearly they’ll do what their consumers say. But it does raise questions about giving so much power to just one bookstore, especially when Striphas’s analysis indicates that future contenders are going to have a tough time knocking Amazon off its perch”

A good quote read on NY Times:

“Frankly, it’s surprising to hear that Amazon, which was a pioneer in the digital space, would miss this opportunity to react in real time and to manage this crisis better than they did,” said Gene Grabowski, chairman of the crisis and litigation practice at Levick Strategic Communications in Washington.

April 14th, 2009

Are organic search results the clean power of conversation?

by Laurent François

context

I had another conversation this week-end about bio, organic food, social media etc.

My other thought (so as you can, I only thought 2 times this week-end) is:

  • for food, we have bio-label, certifications, energy-friendly brands, norms etc.
  • and for “buzz” and digital influence, we mostly talk about “organic search results”, organic buzz…

My point is: as we have better and healthier food that are said to be “bio”, aren’t organic search results the best and most relevant contents we’re looking for?

Best and most relevant because:

  • we can trust them because other people told us they were good
  • they have more chance to be commented than other results because they focus more attention (vertuous loop?)
  • that are kinds of information that are better in the long-term: they stay longer on first pages of results, so they can be more probably discussed, extended etc.

So Google, Delicious etc could be this “bio”-certification for information.

What do you think?

April 14th, 2009

Content me por favor!

by Laurent François

Small dick
Mise en ligne par quinn.anya

I had a funny discussion this week-end about “buzz”. Remember how I dislike this word? Have a look here on why Buzz is non relevant notion. But anyway, I had this friend telling me that to make a buzz “buzz” (see how complicated it can be on Saturday night) you just needed 3 things:

  • sexy images
  • funny story
  • easy to understand message

As you can guess, I totally disagree.

  • people are not only sex-addicted folks looking for a naked picture of any girl
  • people are not only men (wow!)
  • people want to have fun, that’s certain, but they more generally want value added

And here comes the “value added proposition”:

  • it can be fun moments…
  • but it’s more often to get relevant moments

So basically, content is king. Content is what makes people expectactions match with a brand message, or with any message at all.

Just imagine: your gf or bf ask you for a great restaurant address. If you MMS him/her a sexy picture of you, he/she’ll probably laugh: but will he/she get what he/she was looking for? Not at all. You’ve entertained him/her: but you haven’t informed him/her.

So what shoud you have done: write the address on your sexy picture.

You would have entertained+informed: INFOTAINMENT

-it was the sexy thought of Tuesday morning-

April 14th, 2009

Yelle goes Fresh for Dove: popsingers and storytelling for brands

by Laurent François

Yelle – Go Fresh
envoyé par FunZZ

After “Simone elle est bonne,” it’s definitely time for French pop stars to endorse a brand message! Yelle takes the mic for Dove.

Lipdub contests on the landing page: classic but it can probably work thanks to Yelle fame

Is it really a “fresh” idea? Not so much: songwriters for ads are a vintage trick. But what social web can add is experience, the story to tell around, interactivity.

About experience, you can translate Stéphane Lautissier analysis on Green Eyes World, a kind of online “Pop idol” for Sprite.