Archive for June, 2009

June 30th, 2009

Social media & new product development

by Laurent François

Mise en ligne par IvanImages

Edward Boches wrote a great post about how social media can help and improve new product development. Here’s his main insights about Olympus E-P1:

1. Make a commitment to listen, engage and share
2. Define your community
3. Determine objectives
4. Engineer your presence
5. Build a following
6. Engage, share and inspire participation
7. Do something attention getting
8. Mobilize your community
9. Measure results to use in determining actual sales and their relationship to the conversation.
10. Keep on going

As we said, and as Olympus knows, this isn’t a program or a campaign, it’s a commitment. So we’re still at it. Listening, talking, sharing, responding. Of course it’s too soon to see the sales numbers, but feedback from dealers has been very positive. And we know based on previous experience that there is a correlation between buzz and sales. So that’s a good thing, given that bloggers and press are writing, prospective customers are talking, and the videos are getting shout outs everywhere.

I really like this specific idea that there’s a relevant link between tangible value chain and social media listening. One of the core issue is to integrate more and more sales’ items and final customer services’ feedbacks with social media monitoring. It’s utterly powerful, because social web is all about real people sharing view with other real people. It’s not about engaging them online. It’s all about making them the true co-create, the true shareholders of the product you’re launching and developing.

We’ve done that in France for one of our clients and the results in terms of quality improvement is amazing. The company can make real changes, base on real and authentic testimonials in the long-term.


June 30th, 2009

Facebook is just like an old Fiat 500.

by Laurent François

Facebook wants us. Or more precisely our stories:

“In a way, Facebook’s dilemma extends from its success. Users see the site as sanctified space, a place to engage in intimate conversations with friends—not to be laser-beamed by weirdly personal advertising. But with initiatives like Connect and Open Stream, Facebook can sell ads beyond its own site. Just as Google’s AdSense program sells ads on any participating Web site, Connect and Open Stream will eventually push Facebook-brokered advertising to any member site or app. But unlike with AdSense, Facebook’s ads could be exquisitely tailored to their targets. “No one out there has the data that we have,” says COO Sandberg”.

It sounds to me like a the worst part of a Naomi Klein book (I like her, though). Here’s Facebook magic world:

A consumer’s world. You’re a target, a happy victim. And brands would be able to provide you the more relevant ads ever.

Relevance and one-way advertising. Strange motto.

Olivier Mermet gives us some nice views:

“En revanche, il possède également un potentiel néfaste, tant cette précision peut parfois mener trop loin, mettant mal à l’aise les utilisateurs par ce côté “voyeuriste”.

La cinquième étape du plan démoniaque de Mark Z. serait elle de faire accepter ces pratiques aujourd’hui indélicates ?”

And he’s obviously right. With this strategy:

  • where’s the value proposition?
  • mining so much of our implicit data to send us at the end banners and fan-pages, is it that impressive?
  • in such an affinity world as the web, how Facebook can make us believe that he’ll be able to touch any consumer?
  • brands need stories and emotional communications: how does the Facebook platform fit with these issues, whereas the structure is very difficult to personalize much. Facebook is like a Fiat 500 in which you could only chose the color.
June 25th, 2009

The consumer decision journey by McKinsey: more interactions, less funnel

by Laurent François


McKinsey has just launched a new report about the consumer decision journey. It goes far beyond “funnel”, and integratethe new interactions moments btw brands and consumers:

Exhibit 4: Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.

it confirms the urgent need for brands to invest in social media, because it’s the place where decisions happen.

June 24th, 2009

"What’s the difference between Twitter and Facebook? That’s 51 characters, by the way." Pat Law

by Laurent François

Here’s a brilliant presentation by Pat Law about Twitter and what you can expect from the tool. This quote sums up her views:

“What’s the difference between Twitter and Facebook? That’s 51 characters, by the way.”

June 22nd, 2009

"since we entered Twitter, I think the definition of public diplomacy has changed" David Saranga

by Laurent François

“since we entered Twitter, I think the definition of public diplomacy has changed”

According to David (Consul for Media and Public Affairs at the Israeli Consulate in New York ) , if in the past, we had to convey messages to third parties, now we could directly talk to the relevant public.

It’s true to a certain extent:

  • you still need to be “respectable” enough to be conveyed
  • you also need traditional media to “sacralize” your views
  • but it’s right, more and more journalists are on Twitter and social media anyway
  • there’s a war for the storyline about the information: now governments can bypass tradional press in order to give their views

A new influence era to be carefully watched!