Archive for ‘public relations’

November 14th, 2010

Brand inexperience: a true Social Media Marketing goal?

by Laurent François

Citizens!

We’ve been talking a lot about brand experience these days. In an economy of attention more & more complicated, brands aim to focus again on consumers’ journey, starting from research, buying behavior & finally ending on the diverse usages / consumption of the product or service over time.

A necessary long-time approach as in our liquid & “liquifying” economy, new usages or needs postpone the death of a product life cycle. Movie industry is good example: you go to the theater, you watch a DVD or VOD, you sell & buy goodies. Or you can even implement products’ placement (thanks Thien for sharing the link). A Disney experience has proved for a long time the multiplying possibilities of a single idea. Mobile phones are now social browers, and that’s also interesting: any OS update is a new opportunity to get new services or start again certain usages; things you could not imagine while you were in the conception phase.

In a SWOT approach (strengths, weaknesses, oppportunities, threats), we most of time go too fast on opportunities, letting them dependent on brand assets, instead of focusing on the real context. Good consultants generally do a deep work in order to understand what the core competences are. But they obviously leave interns & juniors working on PESTEL (or environment) analysis. They normally keep too little time to go back to these insights. The problem is that if you remain too focused on brand experience, so to say on the product at the early stage, you destroy huge potentialities, prospectives, which can occur or just appear thanks to a new context.

In our pervasive environment, we should therefore invest time in a new practice: brand inexperience.

The devil is in the details; we could challenge ourselves:

  • in which ecosystem the brand should be present but seems invisible?
  • in which tribes can we find the brand that is used in very original ways, that were not anticipated by the “brand experience administrator”, so to say the brand value chain?
  • to which level do the user understand and use the brand? Is there a pool of users who drive the brand down or at perfectly immature stage? (think about Palm 10 years ago and compare it to iPhone today: we’re still smartphones’ teenagers. All.)



October 5th, 2010

Social media is not a moron. It’s your wife.

by Laurent François

Citizens! I confess, this is a scandalous adaptation of David Ogilvy’s famous quote “consumer is not a moron. it’s your wife”.

How come it’d even be true in Social Media? Few arguments:

  • consistency: as a brand you need consistency & reliance
  • authenticity: you’d better not hide nor change too much, otherwise you can lose your wife
  • originality: you don’t even have to be the same, you also have to sometimes be the best. Best restaurant, best experience, best idea. To make your couple fly again
  • balance: you cannot impose your vision only. You need to take in consideration your wife’s toughts & expectations

As you see, this ideal picture seems a bit odd in our liquid world:

  • more and more divorce
  • more and more unstable path

Would it mean that love marketing is already has-been in Social Media?

I’d basically answer yes. Because as in life in general, there are not only couples & weddings. There’s passion, two-time affairs, implicit deals etc. It’s time for Social Media marketers to move on. Moreoever if they want their strategies to be closer to real life consumers.

August 16th, 2010

WTF in France #9 – Alain Lambert quits Twitter: digital influence to produce silence

by Laurent François

Citizens!

Alain Lambert, Senator in the Upper House of Parliament and President of Orne County Council, who was Minister for the Budget and Budgetary Reform from 2002 to 2004, decided to quit Twitter.

edit:Loïc H. Rechi abstraitconcret @lilzeon en fait il a juste passé son compte en privé. translation: Alain Lambert hasn’t left, he now has a private account…

He was a very involved digital influencer, who was one of the very first politician (not to say one of the best) to understand and use Social Media. He was also involved in one of my Ogilvy project called “L’Express 3001“which aimed in early 2009 to produce with diverse digital stakeholders a special edition, thanks to a kind a lab, to explore synergies between bloggers, journalists or other types of content-makers.

On August, 15th, Alain Lambert sent 2 tweets from a Church. Problem is: a journalist who works for Ouest France, Mickael Louedec, wrote an article mentioning it. Alain Lambert, a bit angry and probably tired to manage a community of Paris-centric journalists & bloggers, decided to leave.

Few questions and insights:

  • how to manage extimacy when you’re a public person like Alain Lambert: it seems like even former Ministers don’t really position clearly themselves between what can be shared, and what must remain fully private. What a pressure…
  • how can a journalist base a whole article on a simple tweet? In this new environment, whereas you discuss as in café for upper class people, suddenly someone extracts a piece of what you say to use it for his own objective. Off is dead, definitely
  • finally, depending on your target: is it worth “tweeting” when your voters are not really into this tool? Leaving Twitter is for Alain Lambert a way to take again the lead on his narrative. To produce silence, in a sense

Digital influence is not only about engaging conversation; it’s also about managing who’s talking. And who can’t.

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 www.sarahwhitney.info, 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.

July 19th, 2010

Apple: the first brand to go against Social Media?

by Laurent François

Citizens!

A quick idea I had, chatting with some friends about Apple. So the iPhone 4 issue wouldn’t be that bad, because all the smartphones experience the same troubles? Thanks Steve Jobs for making us live in such a badass market. A very strange attitude for a guy who has the pretention to suggest “visions” to the world. Us.

The thing is that Apple is now going against 3 of its core assets, that used to make its core competences

  • going against fan-boys, not listening to what they say and need. Big problem at the end as fan-boys used to orientate and help newbies and simple people on forums. If you cut the information pipeline to fans, you cut it to the general public
  • massive leakage communication: Apple has now been communicating only through leakages these last 3 years. They now face a kind of trivialization, as observers are fed up with such mysteries for such empty realities. Moreover, these leakages are no longer reserved to a kind of vertical elites but…to anyone, looking for information about the last Apple updates. You cannot base your communication as if you were a story only made of teasers…because you need to tease for SOMETHING ELSE?uh!
  • the big Apple misunderstanding that if the company wants to control the pipeline (welcome to a beautiful world in which even media are extorted (30% !) and in which depending on Apple good will your apps will be validated or dismissed), Apple cannot control…people. Moreoever, people are no longer dependent on softwares or OS but on sharing and open web. Therefore to web browsers. Apple has just created a tourism bus (unique tours, unique & restricted choice of restaurants, unique path…fantastic for the retired) whereas people are more and more looking for a car, to park anywhere and go whenever they want

A great performance, an innovative one: the first brand to go against Social Media?