Archive for ‘change management’

August 10th, 2010

Return on Investment or Single on Investment in Social Media?

by Laurent François


When it comes to Social Media, there’s most of the time this dramatic notion of Return On Investment which immediately appears.

It’s a conceptual mistake.

We’d better think in terms of “single on investment”:

  • what is at stake is the preparation of the organisation to welcome, understand and manage social web within its diverse functions. Like in a journey, a brand or a person should prepare its bags, pack-age, understand the diverse milestones which are to come
  • when you fly to a new country, you need to get some change in the local currency. For instance, if you’re an American brand, you’d better get euros soon ;). You’ll also check what are the rates, what are the prices for daily goods or services
  • you’ll also try to find “friends” or local contacts, which will help you enter more deeply in a new culture
  • you’ll get some insights about local habits
  • you’ll probably get some vaccines!

Then, only then, you start your journey. And can think of the Return.

What do you think?

June 14th, 2010

Why McKinsey & Nielsen JV is an expected trend in Social Media

by Laurent François


You’ve all read this breaking news:

“The Nielsen Company (Nielsen) and McKinsey & Company (McKinsey) today announced a global joint venture, NM Incite, created to help leading companies harness the power of social media intelligence to drive superior business performance.  NM Incite gives companies the capabilities to better understand, value and take advantage of the rich insights made possible by social media.”

It’s about to be a historical breakthrough in business. Social Media is not only about marketing anymore. It’s about the whole value chain of any enterprise.

Let’s have a look on Porter’s value chain:

There’s not any business function that is not concerned by Social Web. If we look at support activities for instance:

  • firm infrastructure: investor relations for instance are more and more influenced by online conversations. Look at Nestlé case; the bad buzz led to a break in the stock exchange
  • human resource management: talents are more and more pervasive; social networks make them become hunted and hunting. Some companies decided to block access to the Internet. Problem is that with any mobile device, this containment cannot work anymore
  • technology development: web-based applications, online networks, collaborative work are more and more increasing, which led to a new innovation management, for instance
  • procurement: to find materials, you can google the types of products you’re looking for

Why used to be considered as a communication trick at least, or a simple media loop, at worse, is now going to a new edge: information as the fluid of the economy.

It’s both a great opportunity and a great fear:

  • dramatic changes can happen inside the organization of the enterprise; your missions are impacted, the decision-chain also. You can imagine that you won’t be only evaluated as a good product manager but as a great connector in trans-departments. Suppose you’re in charge of iPod headphones: your value added can also be in how your knowledge can be used for another product, based on what people are discussing online (“I want a bathroom with iPod headphones in it“)
  • in the meantime, this issue is a very old business one: how to share knowledge? Maybe social web can be this great tool which was missing:

So as it’s not about marketing only. “It’s the economy, stupid“.

September 17th, 2009

From social network to social calendar

by Laurent François


it’s soon in France, and it’s called iZoca:

the main idea is, if you’re a company & that you want to manage your workforce social agenda, it can be pretty complicated as everyone has his own style & social networks. Here’s the pitch:

“For today’s busy lifestyle one of the most useful tools includes “My World OnThe Go” where members can access schedules from all their groups on their Blackberry’s, iPhones and other portable devices which accept calendar subscriptions. Users can create their own personalized calendar from groups to which they belong and receive updated information as it occurs.”

iZoca can be pretty interesting: instead of focusing on the tool, it considers the final user’s habits & just ask him to join an umbrella platform. You don’t have to quit Facebook, you just have to plug your account to iZoca.

To be followed !