Archive for ‘marketing’

March 19th, 2012

How to set up an alert to monitor a potential crisis on Pinterest?

by Laurent François

It’s a fact: it’s very urgent for brand strategists to start monitoring what’s happening on Pinterest, to forecast potential crisis, as they already do thanks to monitoring tools like Radian6 or eCairn.

Most of the big digital bad buzz & crisis could now start on Pinterest: using brand images and transforming them to denunciate or attack them is already a classic tool that digital activists use.

But making it start via Pinterest could be extremely powerful: it could maximize the visual culture lure thanks to the “repin and linking” effect. As it’s not yet followed by search engines, it could impact citizens’ minds and remaining more silent on Google.

The main problem at this stage is that you cannot easily follow any “pinterest feed”, so it’s complicated to shape a crisis alert, for instance on a reader. But Ann Smarty gave us some clues on Mashable:she told us how to Track a website’s Content on Pinterest.

It can be great, as it’s already a first part of the problem: identifying brand detractors or promoters.

 

We’ve then hacked her demonstration, not to follow only our own contents, but to generate a feed to follow a potential risk. We’ve also used Feed 43, and we’ve done it for the International Monetary Fund (IMF). So here’s the way it works:

We’ve specified a query we’ve done on Pinterest: http://pinterest.com/search/?q=IMF . We’ve left it pretty wide, as we wanted to get ALL contents about IMF.

You then need to copy/paste this code on Feed 43:

Item (repeatable) Search Pattern*: [?]
<a href=”http://pinterest.com/pin/{%}”>{*}
<p>{%}</p>{*}
<a href=”{%}” title=”{%}”>{*}

Item Title Template
{%2}

Item Link Template*:
http://pinterest.com/pin/{%1}

Item Content Template
Shared by <a href=”{%3}”>{%4}</a><p>

 

You now can add this feed to any monitoring tool, like Radian6 for instance. (and we’re sorry if I were IMF, I would definitely have a look right here)

February 6th, 2012

Pinterest: when curation becomes mainstream

by Laurent François

If you want to know what I think about Pinterest, well, you can either follow me there or read my post on SocialMediaToday. Ha!

 

 

January 18th, 2012

3 simple things more important than Social Media skills

by Laurent François

This week, I had the pleasure to discover again 3 simple things that were far more impactful on my consumer journey than Social Media skills:

  • a service provider (plumber) called to inform me that he was on his way to my apartment: how come delivery guys for e-business never tell you when they’re in?
  • I’ve been looking for hours a bloody serial number on a bloody heater: I still don’t understand how it’s possible that a missing number drives a whole value chain down, as the sales I had on the line could not tell me what to do. Non-sense.
  • I gave tips to a pizza delivery guy who made his job very well. But I still can’t pay more a great service on many e-shops

It’s still marketing prehistory around here!

 

 

 

 

January 12th, 2012

TV, Social Media, and the reasons why we should watch TV

by Laurent François

Another article for Social Media Today on the reasons why TV is the main crossroad for Social Media.

Check this out!

 

December 24th, 2011

150+ marketing predictions for 2012

by Laurent François

Every year, Joe Pulizzi consolidates content marketers’ views for next year. I’ve also contributed (slide 49) and again this year, ideas are great. Happy X-Mas!