Archive for July, 2009

July 30th, 2009

French cities are connected, but not yet social

by Laurent François

A great news this morning about web usages of French towns which can be interesting for social media addicts and citizens::

“Uséo, a présenté sa dernière publication sur le dialogue citoyen en ligne à partir de l’étude de 137 sites de villes de plus de 50.000 habitants. Sur les 75% des villes qui affichent une démarche participative sur leur web, 46% se limitent à un formulaire de contact, 17% affichent leur démarche, 17% animent des forums avec possibilité de laisser des commentaires et seulement 22% d’entre elles donnent globalement un espace d’expression à leurs administrés. Une très faible minorité (4%) s’appuie sur des espaces de dialogue modernes (appels à suggestion pour 3%) ou de réseaux sociaux territoriaux (1%). Conséquence, faute d’organiser cet échange de manière institutionnalisée, dans 23% des cas, le débat local prend des formes contestataires sur des réseaux alternatifs au site officiel”

So in English and concretely, only 1% of French cities websites implement at least a social media presence

  • …whereas local citizens’ expectations for conversations have never been that high
  • …whereas local citizens then go on detractors’ webspaces who are the more active at the local level. They catch the citizens’ attention

Nontheless:

  • local bloggers are crucial in France and play a very important role
  • local journalists are now starting to shape strong local social networks
July 29th, 2009

What media consumption should be (a visualisation by Wired)

by Laurent François

Here’s a representation of media US consumption made byWired. Interesting to see that the magazine thinks in terms of usages more than focusing on tools.

July 28th, 2009

Why people use Twitter and where the buzz is biased

by Laurent François

As eMarketer wrote:

In addition, 29.1% used it to update their status, 25.8% to find news and stay updated, 21.7% for work purposes and 9.4% for research.

So there’s a deep link between the value you get from Tweeting and the time you allocate to the tool.

Not so surprising when we then read that Although those of us who watch cable newscasts can’t help but notice their proclivity to invite us to follow the show or host on Twitter, it does not seem as though Twitter has made it mainstream yet, let alone to its edge. While advertisers and marketers expect Twitter to grow, its effectiveness as a marketing tool will most likely hinge on consumer education: consumers need to learn more about what it is, why they should pay attention to it, and why they should “tweet.” It is the advertisers and marketers who should play the lead role in promoting consumer education if they truly want to move Twitter beyond infancy and into its “tween years.

Finding the way to get ROI for new tools is related to the way you’re able to master them and fully understand them: literacy as we say?

July 27th, 2009

Why accidents are great in marketing and social media

by Laurent François

Seth Godin reminds us a very important point: it’s because you fall that you learn how to ride a bike:

“All the time you’re practicing, you aren’t actually riding. You’re falling. Then, if you don’t give up after all this failure, in a blink, you’re riding. No in-between. Failing…riding.

Learning things that are binary like this is quite difficult. They are difficult to market because people don’t like to fail. They’re difficult to master because people don’t like to fall. “You don’t get it, but you will,” is a hard sell.”

Consequences of this idea in social media and marketing:

  • you first have to learn to listen in order to feel the gap/equilibrium between your marketing objectifs and what your publics are ready to do
  • falling does not mean that you’re going to hurt yourself: when you practice judo, it’s the first thing to learn in order to know how to best find yourself on the floor
  • once you know how to ride, you don’t forget it so as it becomes a benefit

So concretely:

  • tactics won’t teach you all the field in which you want to interact
  • the more you practice the best you are: that’s the reason why it’s good to think “retainers budgets” than an only one-night stand
  • in physics, we talk about hysteresis – the results you get not immediately but later because of a latent effect:
    “Hysteresis was initially seen as problematic, but is now thought to be of great importance in technology. For example, the properties of hysteresis are applied when constructing non-volatile storage for computers; as hysteresis allows most superconductors to operate at the high currents needed to create strong magnetic fields. Hysteresis is also important in living systems. Many critical processes occurring in living (or dying) cells use hysteresis to help stabilize them against the various effects of random chemical fluctuations.”
    So as all the efforts you’re making are a strong investment for the future of your company: your teams understood the key issues, you find processes and best practices. Invisible results at first sight but with strong ROI in the middle term.
July 26th, 2009

Katie Holmes: Judy Garland and "so now you can dance" vs Tom Cruise’s influence?

by Laurent François

When you think about Katie Holmes, you think about Dawson…and quickly you make the link with Tom Cruise and scientology.

Search volumes follow this trend: Katie bears Tom Cruise reputation:

holmes-cruise-so-you-think-you-can-dance

But few days ago, we’ve noticed a flip flop that Ozap explains:

l’actrice américaine, rendue célèbre grâce à la série Dawson, et surtout connue aujourd’hui pour être l’épouse de Tom Cruise, a entonné le titre “Get Happy” de Judy Garland, et exécuté une chorégraphie accompagnée de plusieurs danseurs. Sa prestation avait été répétée ces dernières semaines.

Katie Holmes est l’un des membres fondateurs de la Dizzy Feet Foundation, une association qui finance notamment des bourses pour des jeunes qui souhaitent devenir danseurs professionnels. Interviewée par Cat Deeley, l’animatrice de So You Think You Can Dance, Katie Holmes a expliqué qu’il était « important que les jeunes fassent l’expérience de la musique et de la danse. Chaque enfant devrait avoir l’opportunité de découvrir ce que c’est, et ils devraient tous avoir accès au meilleur dans ce domaine ».

Aux Etats-Unis, So You Think You Can Dance est un joli succès estival pour la chaîne Fox, et s’impose régulièrement sur la cible très prisée des 18-49 ans. Pour la première fois, Fox en proposera d’ailleurs une nouvelle édition à la rentrée, tandis qu’en France, Virgin 17 diffuse la version américaine, sous le titre Tu crois que tu sais danser ?.

Highly interesting case as Katie Holmes new commitment in this association can counterbalance her influence, at least online:

  • she’s now more active and can be information maker on other fields of interests thanks to her association
  • she won’t be only mentioned for her artistic performance, as an illustration of gossips or entertainment news
  • she’s going to outreach new publics, that will change the way she is represented in social media; the proof is that her performance at “SO now you can dance” is not related in social media to scientology or Tom Cruise (or less than usual) which opens her new gates

It’s a very interesting PR case study to follow, moreover with her 2010 developments…