Archive for ‘public relations’

January 9th, 2012

Social Media & Suicide

by Laurent François

I wrote a post on Social Media hopes to fight against the very first social fact, suicide. And it’s on Social Media Today, of course!

December 30th, 2011

Social Media guidelines: constraint or true asset?

by Laurent François

As I’m pretty happy to have joined Social Media Today Advisory Board, I’ve just written a post on Social Media Guidelines: do they really matter?

enjoy and happy new year!

 

December 26th, 2011

Declining vs ignoring in professional social networks

by Laurent François

Funny world: whereas we’re all pushed to connect, within 5 or 6 degrees of separation, saying “no I don’t want” does not seem to be natural at all.

I’ve said “I decline” for the 4th time on Viadeo to a Yes Man-guy, named David L. He should know, if he reads me, that we have nothing to share.

So what? Viadeo allows users to say No, whereas LinkedIn is more into “Ignoring“.

It’s not innocent: accepting the idea to refuse a contact, (and notify him), is highly different from looking down and keep walking. It’s a society issue!

Where’s the relationship if it’s only Yes-Based?

October 9th, 2011

Talibans on Social Media

by Laurent François

NATO and their allies seem more and more scared because of a new evolution in Taliban strategy. If some decades ago, they were considered as modernity’s lost children (ie listening to music or watching TV were strictly forbidden), they are now massively entering digital era, deploying an efficient Social Media strategy.

For many months now, citizens or activists can follow Alemarahweb account, on the current fights from islamist troops vs American soldiers. We’ve also seen a true Twitter war between ISAF and Taliban spokeperson, which is a very interesting trend for next battles; giving live updates and controling the WOM spread is as important as earning new grounds. It is highly strong for Taliban as these social platforms endeavour their contact strategy with foreign opinion leaders. Websites pro-Taliban are sky-rocketing and it is linked to a “real” and daily pressure pattern on local populations. Not only through dangerous, violent and costly raids, but also through massive SMS sending, diffusing ideas and information on Jihad. Because it is sent at a very frequent pace, it could be compared to a digital minaret. Every channel used by international brand is also mastered by Talibans. It gives coherence and “form” to their ambition.

If we summarize: Bin Ladin implemented a TV-oriented communication. It had advantages (shock, expectations from media, fear…) but it lacked what the new digital strategy owns:  resilience with their target groups.

It is to be approached as one of the most jeopardizing threat against NATO; because the vision is now kind of blurry, local citizens start doubting, whereas Talibans suggest a simple thus coherent platform.

Talibans managed to control again the communication funnel, as Thomas Ruttig explained in 2010 en 2010 :  “Ces huit ou neuf dernières années, les Taliban ont réussi à diminuer le nombre de voix émanant du mouvement. Les premières années après la chute des Taliban, il y avait différents porte-paroles donnant souvent des versions différentes de la situation. Mais c’est terminé.” 

Conquering new cash-flow providers in foreign countries + a necessary need to get direct responses capabilities in terms of influence were two priorities. Because the new generations are highly pervasive in Afghanistan; they’ve been raised with internet and with Afghan diaspora. Soft Power is not only great powers’ main asset; it’s now also widely relevant for niche groups like Talibans for 2 reasons: they move faster than big organizations; they have a will in which deat is also part of the programme.

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!