Archive for March, 2010

March 21st, 2010

When soccers and Arsène Wenger help Social Media Marketers

by Laurent François
“There is no better psychological education than growing up in a pub… I learned about tactics and selection from the people talking about football in the pub – who plays on the left wing and who should be in the team.”
Arsène Wenger, superstar soccer coach


Few months before the World Cup, my friend Eric Ehrmann mentioned a very interesting thought by Arsène Wenger, superstar coach for Arsenal, which is absolutely key to understand Social Media Marketing and digital influence.

To sum up: Arsène Wenger enunciated ages ago one of the main principle that we as marketers should all use today: listen first, transform your big picture and finally go to tactics.
Some “gurus” can be pretty annoying. Arsène gives some insights to dismantle their arguments:
  • auto-proclamation of an expertise as if the day you start Twittering is similar to a communication history breakthrough: some of them also create concepts like “generation Y”; which is good because once you create a conceptual framework, you own it, you can exploit it, you can capitalize on it. Problem is that you weren’t born digital, you become it. So Arsène Wenger’s principle reminds us that some key methods and ideas weren’t born in this generation Y-marketers
  • learning and cultural integration are necessary to understand your “publics”; problem is that with Social Media Marketing, some of the marketers think that with monitoring tools you can get an overal and absolute knowledge on every single topic led by any group on Earth. And that is totally wrong:
    – topics are not equal in Social Media: you cannot everytime copy what you analyse in Social Media and paste it as the state of the opinion at all.
    – there’s an individual biais when you monitor conversations; what Arsène claims is simple: humility
  • before listening, you need prepared ears: musicians need to learn their instruments before playing with them, and interprating nice pieces. It’s exactly the same for us: we don’t care about the tools, after all; what we need is some experience, some learning processes. It takes time, and it’s probably the main thing I’ve learnt in the last 5 years: I need some professionals of the public or fields I’m trying to work on. To work on nutrition and social media, you need nutritionalists. To work on sports and social media, you need passionated observers.

Arsène Wenger, we need you !

March 10th, 2010

How stars use Social Media to take their reputations back: focus on Marion Cotillard

by Laurent François

Forehead Tittaes w/ Marion Cotillard from Marion Cotillard

Marion Cotillard has a big sense of humor: with this meme fake ad, she promotes Forehead Tittaes, by Janae, in order to make men look at women in the eyes instead than judging their bodies.

I love it because Marion takes a risk: playing with big brands like Gemey to make her message go viral.

Marion Cotillard has just created something totally unexpected: while she’s playing Lady Rouge for Dior, and that a big media plan is going on, she cuts the storyline and launches a totally different phasing. It’s about women, it’s about taking the lead, it’s about owning what she wants to say.

As Miley Cyrus did when she left Twitter, this is another proof in an attention economy that owning your reputation is key. Marion Cotillard’s reputation is what she wants it to be; Marion Cotillard story is what Marion wants to tell.

Not sure that brands appreciate this trend, by the way.

March 9th, 2010

The executive’s guide to Social Media for B2B

by Laurent François


How many times have you heard that “social media is for consumers only, is B2C, is complicated for Fortune 500 companies”.
Well well well!

Our friends from Ogilvy Asia consolidated a great presentation that every C+ should read or should be aware of.

  • Social Media is already influencing B2B relationships
  • It’s about to be a business fail to not even consider to be present in Social Media
  • it’s not about being everywhere but to be where valuable conversations or search happen around your business

My friend Brian Giesen & Graham White rocked on this very useful deck, so congrats!