Archive for ‘P2P interviews’

August 6th, 2010

Converse Korea: from UGC to music creation by Sarah Whitney

by Laurent François

Citizens! I found an incredible ad on Vimeo, with a song I’ve really loved (see down this post). Late 2009, Converse Korea asked its strong online community to produce UGC ads, promoting the famous sneakers. The winner had the chance to watch his creative on M-Net, a famous music TV. Interview of Sarah Whitney, composer and jazzy artist.

How come you’ve joined this UGC adventure few months ago?
It all started when a director colleague of mine, Jean Julien Pous, took part in a competition by creating an ad for Converse Korea. As the composer, I scored the ad he shot and edited.

What’s the creative idea?
Basically, Converse sets itself as a young, trendy shoe brand that wants its image to be cool, urban and cosmopolitan all at the same time.

How does it work to produce music for such a brand: did you do some planning research which could inspire your creation?
In order to compose and produce music for an ad, you must be able to rely on your sensitivity to the image first and foremost, which is how I proceeded for this Converse Korea ad. My musical culture and musical education helped enormously, since I am essentially from a jazz background, my creation resulted in a funky feel, jazzy yet urban hip-hoppish vibe.

Where can we find you online?
My work is available for viewing at, where you will be able to listen to some scores I composed for various fiction films, documentaries as well watch a few commercials and music videos I took part in.

Converse Korea from Sarah Whitney on Vimeo.

October 18th, 2009 new ads, nice message

by Laurent François


Very few ads are both relevant for the products/services’ message and good to translate a new consumption way. did that pretty well. Enjoy !

June 1st, 2009

P2P interview #10: with Ralf Rottmann: "Customers do notice when somebody tries to trick them, though"

by Laurent François

I follow Ralf Rottmann views on TheNextWeb blog, and I wanted to get his views on social media and our digital environment. Here are his views, straight to the point when it comes to talk about relationship. Thanks again Ralf! You can follow Ralf Rottmann on The Next Web and on, on Twitter, LinkedIn

  • Hello Ralf: you have 140 signs to tell us who you are and what you’re doing online

Entrepreneur, mobile strategy consultant and social media expert. Passionate team player. Strong focus in strategic innovation & invention.

  • You’ve mentioned in your last post on TheNextWeb that “building a relationship” for companies is at stake: could you define what a brand/consumer relationship means?

The digital era has impacted our way of life in many ways. Consumers now have fantastic tools to better understand the value of the offerings and to make wiser choices. The line between Consumers, Prosumers and Influencers has blurred. This new power comes along with an overexposure to technological innovation and almost daily new brand value propositions. Brands, and this is especially true for the big ones, have to leave their comfort zones, break up their walled gardens and reinforce their presence and participation in networks and communities.

Media democratization gives back a voice to the individual person. Broadcasters have to seriously start thinking about narrowcasting. Brands have to stop shouting, they need to engage in discussions – which includes listening to opinion, something which many big corporations have unlearnt in the past.

Ultimately it’s about coming back to establish a “relationship” in the true sense of the word. The industry has always claimed a “customer relationship”. The truth is, relationships are inherently intimate and personal and it appears to be difficult for large corporation to think outside the business card.

  • How come it’s so complicated for a company to engage conversation with consumers & citizens?

It has to do with a long tradition of a one-way power-chain. I really believe it’s an aspect that corporations have unlearnt over the years.

Partially there have been no reasonable means in place (technology) which would have allowed companies to build efficient 1:1 relationships. So they escaped to 1:many relationships, predominantly by leveraging Business Intelligence (BI) technologies and algorithms trying to fake a true 1:1 relationship. Customers do notice when somebody tries to trick them, though.

It’s wired that the topic of “building a relationship” raises so many questions and calls for experts as in it’s raw essence it’s something we all should have learnt from the day we come into the world. It’s in fact a very fundamental aspect of human life.

That’s why I strongly believe corporations got to leave their alibis behind and start to break with past assumptions replacing them with a new open culture. They have to start listening instead of shouting and act across all important networks (it’s no longer as simple as TV, Web, Print).

  • If you could achieve a great utopia / dream thanks to social web: what would it be?

I’d like to see a time when the most successful social networks and unified communications platforms are no longer owned and centrally operated by businesses, but federated and distributed by the community. The fact that Twitter, Facebook and others are ultimately businesses that have to grow shareholder value limits continuous innovation and naturally tries to keep networks closed as much as possible (besides other claims).

I’d love to see that these new tools get used to ensure each individual, each company a fair access to the digital world, it’s resources and culture.

I would love to see these new abilities leveraged when it comes to policy/decision making and solving the emerging problems of our planet.

March 8th, 2009

P2P interview #9 with Wendy Lee,Peace Corps Volunteer: Thanks to technology, being a Peace Corps volunteer no longer means being isolated in a village

by Laurent François

Everything started on twitter. Wendy Lee sent me a request, and I really liked her blog. It mixes personal quest and Peace Corps engagement story. She shares her views with us on social media, people and Cameroon.

  • Hi ! Who are you and what are you doing online ?
I am Wendy, a Peace Corps volunteer currently serving in Cameroon, in the sector Small Enterprise Development. Just before arriving to Cameroon, I graduated from Saint Louis University with a degree in finance and economics. Instead of joining the private sector that I am familiar with, I wanted to seek international experience within the public sector. Seems I had picked a great time for such experiment given the current economic condition! I am online to keep in contact with my friends and families back home, but also obtaining useful information from the world through sites such as Twitter and Facebook.
I began the blog as a way to document my adventures in Cameroon and a way to keep people updated on my life. Also, when I was preparing for my own Peace Corps experience, I really enjoyed reading other volunteers’ blogs so I began mine also as a way to provide information for newcomers or those thinking of partaking in this experience. I named the blog Round II: Cameroon because I had spent the first 12 year of my life in Taiwan, and the later 10 in the US. Moving to Cameroon marks the second round of moving to a brand new country, speaking a totally different language and adjusting to a foreign culture. Through my blog, I aim to not only share my experience in Cameroon as an American, but also a Taiwanese. The culture exchange has been a three-way triangle and I thoroughly enjoy sharing my reflection with blog readers.
  • What really changed thanks to social media ?
Social Media has absolutely changed the way people connect to one another and the way ideas interconnect in this world. My blog has connected me to people I never would have met in my life; my recent discovery of Twitter further validates this phenomenon. For a Peace Corps volunteer, the advent of Internet and social media has changed the way volunteers can share ideas and solicit support for their own projects. Social media has connected me with previous volunteers and other professionals on the world wide web, who have provided excellent input for my work here. My most incredible contact from social media was when a gentleman currently living in New Jersey emailed me to say he saw my blog and that he’s from the village of Batié where I am working, and would like to support my projects in any way that he could. What coincidence! Thanks to technology, being a Peace Corps volunteer no longer means being isolated in a village with no access to the world.
  • If you could achieve an incredible project thanks to social web, what would it be ?

I am currently working on a library project in Cameroon. What began as my desire to fill books for a library at the local 4-room primary school by my house has extended to a large project thanks to the social web. The network of information put me in contact with Books For Africa who will supply a 40-foot container of 22,000 books. With that information, I have extended the project to include other volunteers and hopefully to benefit 22 school across 3 provinces here in Cameroon. We aim to provide library management training for the schools and fill their libraries with books! The project has expanded beyond my wildest dreams and is still growing. I hope to continue seeking supporters via the social web to ensure this project come to successful completion before my departure in July 2010.

March 3rd, 2009

P2P interview #8 with Joe Pulizzi (Junta 42) : "It’s about developing information that people can’t live without and love to spread"

by Laurent François

I discovered Joe Pulizzi thanks to his interesting Junta 42 selected blogs (and basically, I have the big chance to be #42 in his last one). He accepted to answer few questions…

  • Hello Joe ! Can you tell us in 140 signs who you are WTH you’re doing online?
JP – My role is to be a content marketing evangelist. Teach people how to put their publishing hat on and leverage that to talk directly to their customers. And hopefully, have some fun and make a bit of money while we do it.
  • How come you’ve established the Junta 42 ranking?
JP – Marketers and publishers are looking for ways to create better content. There were lots of social media and marketing ranking systems, but none that focused on the art of content. Although you’ll see some heavy hitters at the top of our rankings, you’ll also see some relative unknowns (at least for now). Now, we are searching for ways to make it a more valuable resource. Any ideas? Let me know.
  • You mention “content marketing”: does it mean that marketing used to be meaningless ( haha) ?
JP – Good one, but in a way you are right. Traditional marketing messages revolve more about product or service messages. Content marketing is all about creating valuable, relevant and compelling content for your customers that is “tied” to your product, but doesn’t promote your services AT ALL. It’s about becoming a trusted solutions provider for your customers. It’s about developing information that people can’t live without and love to spread.
  • If you could achieve a great project thanks to social media, what would it be?

JP – Our only goal is that marketers start to think like publishers and create their own valuable content engines within their customers. If that is facilitated through social media, than I would be ecstatic.