Archive for April 22nd, 2009

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).

April 22nd, 2009

Enterprise 2.0: diverse social media stories in Europe ?

by Laurent François

Matt Rhodes invited me to comment the last AT&T report Enterprise 2.0
Social Networks — Changing the way we work.
Here are his views:

What is most interesting, however, is to explore this data a little bit deeper, and indeed to look at the data on a country-by-country basis. Taking only the adoption of social networks as part of “everyday life at work in Europe”, the figures reveal something surprising – Great Britain lags behind the other countries in the study:

  1. Germany – 72% of respondents report adoption of social networks in the workplace
  2. Netherlands – 67%
  3. Belgium – 65%
  4. France – 62%
  5. Great Britain – 59%

This positioning is surprising, not least as adoption of social networks like Facebook is higher in Great Britain than elsewhere in Europe. That rate of adoption of Enterprise 2.0 may reflect more on British working styles and habits, or indeed on the mix of industries that predominate in that country.

So does it really mean that enterprises are not so happy to get into social web?
Few hypothesis:

  • first, SMEs and SMIs in Europe are not always big IT-structured organisations. What it means is that probably some of the respondents don’t use computers during their office hours
  • it’s pretty surprising, but GB seems to”just” discover Twitter (compared to the US). It’s one of the few things proving that GB and other European countries experience diverse social web “stories”: for instance, GB is far more in advance concerning broadcast, entertainment, TV-related web programs, whereas French can be in advance concerning “pure” people-to-people conversation etc. Social networking in GB can be a “biased” notion, because related to entertainment
  • then, you sometimes use social networks even if you don’t know it: when you use some daily tools, you don’t always “think” of what it is
  • To be followed!