Archive for ‘networks’

January 22nd, 2011

Japanese people and Twitter: the social gap

by Laurent François

Citizens

2 news which can be faced.

The first one I’ve read: the great Fondapol study on the worldwide youth. Insights are crucial:

Japanese youths are overwhelmingly dissatisfied with the general situation in their country (75%), and while three-quarters of the world’s youths claim to be at least satisfied with their personal lives, it is still dissatisfaction which prevails (51%) among the Japanese. Nothing seems to mitigate this pessimism: young Japanese are just as discontent with their finances (74%) as they are with their work (60%). Only 32% of them believe they will have a good job in the future, as compared to an overall mean of 70%. The way they rank their family and friends is even more troubling. Although the world’s youths are satisfied with their family circle (85%), only 69% of the Japanese share their opinion. Similarly, although 78% are satisfied with their circle of friends, only 62% of the Japanese agree. They reject their era: a clear majority (61%) of the Japanese indicate that they are not satisfied with
the age in which they live, even though 59% of the world’s youths are satisfied with it.

On the other side, everybody seemes pretty impressed by the twitter stats  (read Techcrunch) of the Japanese for New Year’s Eve.

The problem is that it has not much to do with the explosion of an amplified social link.

  • it is true that you can express much more in 140 signs in Japanese than in any Latin language (kanjis have deeper sense)
  • but Twitter is essentially used by fans who want to express their love to a J-Pop Band
    During the year, TV news and drama featured Twitter, and it gained many high profile users, including ex-Prime Minister Yukio Hatoyama. There were also about 100 books published with “Twitter” in the title.
  • Only 3,6% of the Japanese accounts display the real names of the people (because of the cultural reluctance to not use alias…)
  • Japanese users declare that they only follow 51% of close-friends. Because they’ve been pushed to use it not through implicit networks (their friends, for instance to use Twitter as SMS tool) but by media

So to say: you can have a social situation close to anomie and freakily use Social Media: it’s not a good or bad news on your society. Brands should consider this point when it comes to digital or contact strategy: people they try to outreach are not all happy-face, supra-socializers. They are real people with real troubleS.

December 6th, 2010

Do advertisers need mobile marketing agencies in a digital world?

by Laurent François

Citizens!

When Patrick Lord, Founder of mobile advertising company Adremixer, came to me with this question:

Do advertisers need mobile marketing agencies in a digital world?

I was of course very happy to spend some times, discussing about my Ogilvy experience and what I felt would be the next big move.

You can read the whole report right here; the definition of Mobile Marketing that is used in the report is the MMA one:

“a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

My point of view (briefly): mobile marketing is just a leverage at this stage (even in less than a decade, our digital self will be fully mobile, so as Mobile marketing will also be … marketing at all). It’s not yet mainstream.

Agencies need to think first in terms of the story to tell, not about the technology. Mobile technology is simply another leverage that may or may not be used to help tell that story. Sometimes it’s the central hub of the campaign, because it’s the most interesting place to play in with consumers. Sometimes it’s not justified at all.

But anyhow, go and read it. And I’d be glad to share some points of views around it!

October 10th, 2010

French, most connected country in the world (TNS)

by Laurent François

Citizens!

TNS has just released some good stats on internet usage all over the world.

And an important stat occured for people observing France: 92% of the French people go online on a daily basis.

Something not really astonishing as French are the craziest instant messengers users in the world.

What is at stake, out of the “digital side”, is the social link: you can forget about the brands, about the tools, about the places. But you cannot avoid other people. If French go online, it’s because they check their emails. SO they check online conversations.

September 17th, 2010

Why Diaspora project could work

by Laurent François

Citizens! I had a conversation this week around net neutrality and some French entrepreneurs around the table did not believe at all that Diaspora could defeat the “big” Facebook. Well, big, if you think twice, you can easily remember it’s a younger network than my own studies period, so as “evidences of relevance” are not so…evident.

Moreoever, I like the MySpace example and the Facebook one. In the early ages of Facebook, no one could think there’d be a massive translation from a network to another. It was in a sense pretty easy in the MySpace to Facebook in France, as MySpace was mostly perceived as an entertainment platform for us against a “friend management system” for Facebook. Different usages, so as a market gap that was filled. Something absolutely different in the US where MySpace was an interpersonal network, a true Social Network on your whole life. And it finally happened: people moved to Facebook, or added Facebook to their digital identity. And Facebook & MySpace can now be synchronized.

For Diaspora, the challenge is big: be able to mobilize general public to move to is platform, against the Facebook one. Something complicated as every mobile device providers pre-install Facebook or Twitter.

But.

There’s been a wide PR coverage about new Facebook competitor. Every single news magazine diffused interviews, opinions, articles, about this new player. There’s been a great mobilization online, from diverse communities: the founders are not just “geek” people, they’re also like us: citizens, fed up with Facebook Califorinia laws. Fed up with this Teddy Boy called Mark Zuckerberg who wants to control our social graph.

There’s obviously an explicit expectation. And when it comes to social networks, explicit networks play a great role. For instance, if Viadeo, the French professional network, worked so well, it’s because during the summer of its launch, the salesmen & founders called their C+ friends to join the platform. For explicit reasons. They transferred their whole address books. Then they added or made implicit networks play the prescription mechanism on its own. On a daily basis, anytime I meet an interesting professional contact, based on my experience, I can decide to explicitely add someone.

On Diaspora, there’s both an explicit reason to join, and an implicit mechanism which can lead to a massive interest from the general public.

  • there’s been an engagement program towards the traditional Key opinion leaders & towards disruptive ones like bloggers
  • there’s a clear value proposition: a Facebook without Facebook Manichean attitude
  • there’s a tricky tactics: not directly opposing Facebook to Diaspora (either join us either leave us) but progressively demonstrating why it’d be better

There are strong business opportunities for developers to join Diaspora model, as Diaspora released today its source:

  • you can be freed from Apple or Facebook constraints
  • you can also get enough audience to make your great service worth
  • you can go directly to your relevant public
  • you can avoid legal issues therefore money waste on privacy questions

For me, as a citizen-consumer, I see many interests:

  • I don’t lose my social capital if I move to Diaspora
  • I can probably get great applications & services, and to be fair, I don’t give a shit if it’s on Facebook or else, if it works on my smartphone and if I can get access to all the resources I need
  • It’s a manifesto for a more fair market. And I like fair & true view principles

Maybe I’m too Android-minded. Maybe.

August 19th, 2010

Foursquare for business: basics by Ogilvy Asia

by Laurent François
Ogilvy On: How To Use Foursquare for Business

Citizens!

A good deck to understand in a very easy way what marketers can do with Foursquare or Facebook places. Statements, case studies, strategic approach…

The presentation is obviously very American, so as it does not reveal if European populations are really ready for this kind of technology. And Scoble quotation is perticularly not relevant for French market.

Nonetheless, a must-read, and we should probably read what retail-marketers have to say in terms of activation.