Archive for December, 2011

December 22nd, 2011

A new targetting approach: activability at stake!

by Laurent François

In a world where call to action is key, there are new manners to “target” groups of people. An idea can be to focus on activability of people. If you read French, go on Marketing Etudiant to read my article 😉

December 21st, 2011

Perceived Value, Real Value

by Laurent François

It’s funny to see how opposed Facebook values are, if you’re a marketer or a random citizen.

I add a friend because I like him, because I may like her, or because it could be worth it…

Social Currency…

December 20th, 2011

Fred & Farid, the influential bad buzz in France, and business

by Laurent François

There’s a new bad buzz in France: Fred & Farid, the rising French agency, has just been spotted as they were buying fake Twitter followers / bots. If you read French,  Cyroul summarized the FF case and demonstrates how non-relevant some indicators are when it comes to influence.

Nonetheless, if Fred & Farid is so WEIRD, as mentioned in the comments, how come they win so many agencies’ competition in France?

I want chocolate, and some kind of arguments.

December 19th, 2011

Agency model: does it go against innovation?

by Laurent François

Funny enough: 2 times this week, for 2 differnt brands, we’ve implemented some new programmes.And funny enough, their media agencies were really freaking out.

Not because we were competing against them, but because it was a kind of reengineering of classic old organization models. It’s really irritating, as agencies’ speeches are around innovation, creativity. But when it comes from an an external player, it’s not really well perceived.

Not all agencies react like that; but for these agencies, there should be a quick move: innovation is not a threat; it can be an extension of their daily businesses.



December 15th, 2011

TV killed the internet stars : Anne Sinclair, Huffington Post & blogging

by Laurent François

It’s interesting to see that Anne Sinclair, DSK’s wife and ex mega TV star of TF1, is going to lead the French HuffPo.

It’s even funnier when you remember all the former debates on journalisme, information, UGC etc. But HuffPo is here to earn money.

Nonetheless, in this very tense media moment with DSK-gate, is it really relevant to cast Anne Sinclair as the head of this citizen-centric platform?

Not really sure