Archive for July, 2009

July 24th, 2009

Cheap chic: a marketing trick to prepare Generation Y?

by Laurent François

David Welch introduces a controversial marketing concept this morning called “cheap chic“:

What many companies are attempting to do now has worked in the past. After the crash of 1929 few people could afford a Cadillac, so General Motors (GM) created a budget model to keep its luxury sales going.

Finding new ways to target Generation Y that has to be “captured” by companies as we represent the future of consumption integrates the fact that we don’t have enough money yet to sustain some current companies positioning.

There’s a supposed translation of this cheap chic approach in the online and/or Social media strategies:

In addition to these new sites being less expensive to produce, the approach has to do with clients wanting more of an emphasis on igniting conversation and less on the rich, textured sites that have typically accompanied their campaigns. The goal, as EVB CEO Daniel Stein put it, is to “stop building $1 million microsites that attract [only] 10,000 visitors.” Too often those sites are “rich, deep and disconnected,” he said.

Less expensive to produce, maybe (not quiet sure about that…) but more demanding in terms of conversations’ and ideas to manage. Social media is a way to test new approaches and I actually think that it’s pretty dangerous to use “cheap” because it can be translated in a very wrong way in marketing departments.

What is smart, flexible and quick cannot be related to a “cheap” notion. Words matter, though.

July 23rd, 2009

How people share contents online: emails, Facebook, Twitter

by Laurent François

A very great visualization thanks to Addtoany on how people share contents online. Facebook is now the first place, but followed by emails and Twitter. We don’t have stats on how instant messengers help but it certainly drives a lot of traffic.

July 22nd, 2009

3121: a social network for Congress staffs

by Laurent François

A very interesting project targeting staffs working @ Congress. I quote Kristen :

“But 3121’s secure network is certainly an interesting step in the influence of online collaboration and professional networking as far as niche sites go. Hopefully 3121 will be a helpful tool that will aid in the efficiency of how Congress works, ultimately making communication amongst its members and the outside public more fluid and accessible.”

The value proposition can seem pretty interesting anyhow:

  • these guys live together in the same place: 3121 can help break the glass
  • the teams need to go fast to widen their networks: this tool can help leverage links but with a smooth pattern

To be followed

July 21st, 2009

A "Twitter effect" against Brüno movie?

by Laurent François

Here’s what I’ve read this morning on Twitter

@versac Bientôt, tout s’expliquera enfin par “l’effet twitter”. Vivement cette époque…

According to Têtu, Brüno would have be bad buzzed in the US through Twitter, leading to a decrease of its audience:

“Certains spécialistes, comme le magazine Time, n’hésitent d’ailleurs pas à parler du premier film victime de «l’effet Twitter». Le vendredi de son lancement, il a récolté 30 millions de dollars, puis 40% en moins dès le samedi, et encore davantage le dimanche… Après que des milliers d’usagers de la mini-plateforme de blogging aient posté des critiques parfois très défavorables qui ont fait traînée de poudre.”

Out of Twitter as a tool, this example demonstrates that the digital footprints that we leave online are now one of the main place to help the decision-making process.

The Twitter effect may be a mix of symptom (the consequences of the real WOM) and of syndrom (the place where debates arise)

Insumers are janusian, aren’t they?

July 21st, 2009

The 20 top sites in France

by Laurent François

Alexa revealed its ranking of the 20 top sites in France.

What’s interesting to see:

  • many social networks like Facebook or the French network Skyrock are higher and higher
  • still a strong power of portals like Orange: it’s very important to keep in mind that for a part of the online population, social web=internet provider websites
  • classified and peer to peer marketplaces are surprisingly high

The top 100 sites in France


  2. Facebook

    A social utility that connects people, to keep up with friends, upload photos, share links and videos.

  3. Windows Live

    Search engine from Microsoft.

  4. YouTube

    YouTube is a way to get your videos to the people who matter to you. Upload, tag and share your videos worldwide!

  5. Skyrock

    Social Networking Site

  6. Google

    Enables users to search the Web, Usenet, and images. Features include PageRank, caching and translation of results, and an option to find similar pages. The company’s focus is developing search technology.

  7. Microsoft Network (MSN)

    Dialup access and content provider.

  8. Orange

    Présente les offres de cet opérateur et leurs tarifs, permet de souscrire à certaines d’entre elles et propose des services aux abonnés.

  9. Yahoo!

    Personalized content and search options. Chatrooms, free e-mail, clubs, and pager.

  10. Free

    Fournisseur d’accès ADSL et bas débit RTC. Propose la téléphonie et la télévision par ADSL (modem Freebox).

  11. Dailymotion

    On demand video publishing and sharing website, strongly interfaced with video blogs.


    site de petites annonces gratuit et sans commission (produits d’occasion, annonces immobilières, voitures d’occasion, offres d’emploi, services de proximité, locations de vacances, animaux, …).

  13. eBay France

    Achat et vente entre particuliers ou professionnels d’objets neufs ou d’occasion selon le format prix fixe ou enchères.

  14. Wikipedia

    An online collaborative encyclopedia.


  16. TF1

    Propose informations en continu, émissions et programmes de la chaîne, météo, la livecam sur Paris, des jeux concours et l’actualité sportive.


  18. Comment Ca Marche est le site de contenu, d’échange et d’entraide high-tech. Il offre aux internautes une des bases d’informations les plus riches, sur plus de 70 000 sujets liés aux nouvelles technologies, du plus simple au plus complexe..

  19. L’internaute

    Initiation aux outils de l’Internet et guide du web pour débutant.


    Free, automated weblog publishing tool that sends updates to a site via FTP.