Archive for ‘pervasive creativity’

December 27th, 2011

Twitterstories and memory

by Laurent François

Yesterday, I browsed 2011 year in tweets thanks to Twitterstories. Some conclusions:

  • I had already forgotten 70% of what’s happened according to this tool; how will historians do to include our social statements in 50 years?
  • US and French version are exactly the same: what does it mean in terms of diplomacy? Is it the end of local stories, is it the beginning of a “global” (thus not universal) history?

Anyway, we can be optimistic: history and curation are finally at stake; data become information. You can read more on memory @  Olivier’s.

 

October 24th, 2011

When curation gets a real business model

by Laurent François

Most of people against  Pearltrees or other curation tools say there’s no cash-flow below. But they’re definitely wrong.

OpenSky a curation / e-shopping platform, has a very strong business model.

The core principle is simple: once you’ve logged in, you follow experts / stars you trust. They recommend you products or services. It’s not only following celebrities like in a bundle package; it’s really a value added as he/she curates items depending on their scope of expertize.

The curation promise is linked to other leverages:

  • social currency & social gaming : you earn credits anytime a friend joins the platform. You can also earn credits once you win or satisfy some missions. Brand content projects can be pretty numerous
  • couponing : picked items also have “deals”. It’s both addictive (as Private Outlet or Asos.com) and relevant for the consumers

One more time, “opinion leaders strength” + “recommendation power through WOM” is a good combination. The growing influence of Twitter as a business case (they’ve finally entered the entertainment business…) is decisive.

Good news for curation start-ups: filtering data and making the web more physically-manipulable is key.

October 11th, 2011

Tribes’ problems: destroying Social Media spreading and discoveries

by Laurent François

Many observers are talking about a threat in Social Media: as Mark Schaefer writes on SMT, Twitter would be dying as an information tool, because of the tribes themselves.

Affinity groups, if they have a lot of advantages in real life (solidarity, network effects, business possibilities…), also have a big problem on social web: they tend to only promote themselves.

Mark notifies some negative elements: “auto RT” for instance, propagated by communities of allies, give the feeling of a giant new kind of ad space. Auto RT helps bloggers to appear in a very competitive market; but value added is very low, as it pollutes our attention. It’s a kind of necessary thus pervert leverage, because of Google too, which focuses on live search and dismantles the access to relevant archives…

Communities filter new entrants (arent’t hashtags anoter discriminative barrage?) and also filter external sources (besides important news as a tsunami or a war…). It reduces to a certain extent the quality and quantity of information.

Natalie Rastoin et Camille François summarized the main issue of this hyper-personalization + hyper-tribalization: what I want to get as a consumer is not what is necessary to access as a citizen.

3 main examples today:

  1. the very bad coverage of the new Huffington Post in French: communities of journalists + media-related spheres polluted my timeline, without really informing me
  2. the Mashable article on the new Facebook for iPad has been RT 10 times during the last 5 minutes (I only follow 760+ Twitter users, which is already enormous for a single man…)
  3. no info on Karachi affair

2 conclusions:

  1. curation is now a kind of investigative work; it requires a huge amount of time. I’m wondering if I’m not going to leave mainstream tools like Twitter to focus more on “1 to 1″ lunch with relevant people
  2. because of Twitter becoming mainstream, and linked to its real core business, entertainment, I’m now wondering if I’m not going to dive into more “underground” or hidden netwroks
June 15th, 2011

Social Media Marketing 101 (slideshare deck) for ESCP Europe

by Laurent François

Yesterday, I had the big pleasure to give a very first lecture @ ESCP Europe in London, with the folks of Master’s in Marketing & Creativity.

You’ll find embedded the final deck. It aims to focus on 3 main topics:

– the importance of the “real life” context, constraints & opportunities, to better approach Social Media Marketing as a whole
– the necessary metrics you need to develop to justify your strategy. Metrics that are not only directly money-related but linked to business, then communication objectives
– the big debate you need to have on the idea of value, as a creative

Enjoy!

Value of idea in the era of Social Media dans Pervasive Creativity

April 28th, 2011

Why Social Media ideas are still complicated to widespread in Europe

by Laurent François

We had a great conversation 2 days ago @ ESCP Europe with some students, who wanted to know if it was more relevant to implement their start-ups in France, or more generally in Europe, or to directly move to the US.

Some constraints are obvious in Europe, and the main difficulty is…leveraging critical mass:

  • you have more than 20 languages in the European Union stricto sensu
    – it means that if there’s one EU citizenship, you have hundreds of local cultures you need to handle as an entrepreneur
    – you not only need to translate your solution but also understand the local expectations
    – people can’t easily share ideas and games through conversations, as they don’t speak all English, for instance
  • there’s already a wide diversity of start-ups: how to be original?
  • there are legal constraints, thus

But hey, socializers, come on! 3 arguments to answer:

  • if it was all about getting enough people to be reached, just go in advertising, not marketing: many products are good for very few people: the critical mass to achieve can be a very low number, depending on your business
  • think “business”, not “social”: what do you want to sell, and to whom?
  • the local differences are also business opportunities: not many people know how to manage different groups of people, even in plain English: it’s time to grow it

Remember: Social Media is a practice; what are your core competences? who are the public you want to reach? What’s the value proposition?

 

Once you’ve solved that, you don’t care where you are: there are still people talking to other people. Be pervasive; and creative