Posts tagged ‘influence digitale’

November 20th, 2011

A new Social Marketing Approach: Hyphenated Marketing

by Laurent François

There’s a big controversy these days in Social Media Marketing between the huge business opportunities and the fact that the more consumers are digitally empowered, the less they want to release their personal data and privacy to third parties.

TNS Digital confirms this trend, demonstrating that not so many Social Networks users are open to brands.

In this attention economy, the competition has never been that strong. A competition that not only happens in a virtual world but truly in real life: local stores are progessively implementing Social Media tactics; mash-ups are now in-store (see H&M + Lanvin former collection).

Marc Menesguen, Managing Director of Strategic Marketing for L’Oréal has recently declared for Cap Gemini that “The difference between the traditional model and the new one that is emerging, is a difference between positioning and movement.Today it’s not enough to think about brand positioning (…) the consumer
is even more central to our strategy. Whereas in the mass media model, typically centered on television, everyone received the same message, with digital media we can design much more targeted marketing”
.

Consistency, tiny groups, dynamic story instead of static positioning, fusion of online + “offline” contact areas…there are inferred new practices that also reveal a new marketing paradigm. The goal is no longer to make a consumer enter a classic marketing funnel. The idea is first to be relevant enough to shape a weak link, a real “hyphen” between the brand and the consumer.

Because the consumer is the real shareholder of a company’s reputation, live-growing or live-dismantling it, there’s a need to analyze and develop an hyphenated approach of marketing.

This is the aim of this white-paper called “The H-Word: towards a new social marketing approach”. It’s not a final doctrine nor a comprehensive methodology. It’s more a call to conversation, sharing-knowledge, debate. Feel free to engage the debate.

 

 

Hyphenated Marketing, A New Social Media Marketing Approach

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.

July 26th, 2010

Social Media: what’s going on? 2010 slideshare presentation

by Laurent François

Citizens!

As every six months, here’s an updated version of “Social Media: what’s going on?”. Some insights about Social Media, marketing, and citizenship.

I tried to improve the design (not difficult haha!), I’ve integrated some 2010 case studies and I’ve insisted on the “real life” side of Social Media.

Please ReTweet 😉