Archive for ‘storytelling’

February 7th, 2011

Social Media: what’s going on in 2011? An introduction to Social Media issues

by Laurent François

Citizens!

As you may know, I update every six months a presentation called “Social Media what’s going on?”.

This is a deck which aims to explain quiet easily the main issues on our social world. One big change thanks to Pierre Bellanger statement; the Internet is not a content-holder in itself.

Well: please RT as we say!

Cheers

November 21st, 2010

Social Media project has failed

by Laurent François

15 years ago, we said that the web could be this fantastic playground in which social relationships among people could free their souls & projects. A place in with the wisdom of crowds could help us shape all the criteria of success to optimize our daily lives, moreoever for our children.

Well, this project has to a certain extent failed.

4 pessimistic reasons, all linked to the building of an history (in French; “historicité”), to confirm this idea

  • the access to archives of conversations is dramatically complicated for any citizen. Here and there, you can find digital footprints, for instance in 90s-newsgroups. Nonetheless, in the 90s, the social web has first been developped on economical reasons, not through vertuous ones. During this decade, we should have implemented “curators” in order to organise the web. Some might say that thanks to monitoring solutions, it’s now possible to follow insights through the time. Maybe. But how many solutions keep more than 6 months of conversations? Very few, as this effort has a huge cost. Congrats to all the universitarians and people trying to build these histories. But we’ve lost decades.
  • How many articles, written by professionals (press, thinkers etc.) link to the past? How many media now do have the capabilities to produce long-term files? Not a lot. There should be people dedicated to these objectifs within their organizations; the problem is that the business model was not made on that but on fast news. Once again, we’ve lost decades
  • How many new ideas have been propagated on stage, in front of a huge mass of people? This nice democratic idea in which a topic or a guy could be elected by chance, and that could have an impact, a debate? In real life, you can be picked in a jury, for law. In Social Media, it’s rare to find people promoting by pure chance new talents or ideas. Actors’ strategy…Decades lost
  • How many iconoclast ideas have been perennial, in political fields, for instance? How many of them did pass the very conservative filters, even when they seem to be “cool”?

The Social Media project has to a certain extent failed: it’s now time to go back to sense & goals; in order to not only ask ourselves “who benefits from crime ?” but “why do we communicated?”.



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.

May 26th, 2010

I’m a French blogger and I won’t eat Pizza Hut anymore

by Laurent François

Dear Pizza Hut,

So you want to offer a free pizza during the world cup, anytime a goal is scored against French soccer team ?

Well right, so I’m French. And I speak English. And if at first sight, it could appear to be funny, I think your communication is highly dangerous.

Why that ?

  • first, you don’t go really deep in your mechanism: only 350 pizzas could be offered this way. Well, you’re just doing a VIRAL BUZZ BULLSHIT operation, right ? Your Irish consumers aren’t stupid: you’re going to generate great disappointments
  • then, you play with “hates” and with negative feelings: look at your fan pages; reactions are really aggressive. Sport spirit, really?
  • moreover, you’re not really in position of making fun of one of your main business market. Or maybe you think we won’t eat all that fat?
May 6th, 2010

Give real world a chance in Social Media

by Laurent François

A thought, briefly written, inspired by a client who’s also a great source of inspiration.

We need to give real world a chance in Social Media marketing. While we’re fed by pervasive feeds, billions of data & info, we need to make a step back. Human beings need to think in a passive way about all the things that influence him. Sometimes, context in which an information is read is not exactly what we obviously think it is: twitter, immediate circles are sometimes a great way to filter information, but sometimes biased them totally. Context can be found somewhere else, out of a linear reading.

Real world to help Social Media. There it is.