Posts tagged ‘buzz’

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

 

August 21st, 2010

WTF in France #11 – René la Taupe

by Laurent François

Citizens!

There’s a very untypical musician who has just passed Shakira as number 1 in the digital charts in France: René la Taupe.

This dramatically obsessing cartoon is a mobile phone ringtone, conceived by Fox Mobile Group studios. A lot of cash-flow to come for the company…

It’s been viewed 5 million times for the last 2 months on YouTube. According to the author, Séverine Thomazo, who was interviewed by France Soir, she only spent 7 minutes for fun writing the lyrics (and we understand why).

René la Taupe also made fun of the French soccer team, adapting its “Mignon Mignon” hit to the South Africa World Cup.

Here’s the Facebook Community Page for René la Taupe.

A very binarian communication strategy that works:

  • massive TV ads
  • stupid but funny character which created some empathy online
  • diverse meme as you’ll see on Facebook & YouTube

French are nice persons, not that arrogant after all 😀