Posts tagged ‘influential marketing’

April 4th, 2011

Storytelling: consumers’ intimacy as the new scope of work?

by Laurent François

Citizens!

For the last months, many brands have dived into storytelling-way-of-life instead of focusing on products’ benefits.

A pressure to build “stories” as digital re-shaped our economy of attention; once you’re done with a coupon, you need to maintain a link with diverse publics. You need to be able to activate them. The “story” would be an asset to keep an interest going, moreoever in a digital journey: you share your daily bread with your relatives, with your buddies, and in the meantime you pick and chose your next holidays. It amplifies our beings, and brands want to interfere within this tree of choices. As a comparison, you never really leave a book after you’ve read the 3 first chapters.

But if the marketing statement is simple at first sight, it’s utterly complicated -and to date disappointing- to implement and orchestrate

A reader as a shareholder of the story’s success

A story is paradoxically based on unsaid. It’s a principle developped by Umberto Eco in 1979 in Lector in Fabula.

In order to make a story work, the reader must be brought to a whole universe (as in an encyclopedia) and to feel like if he had a responsibility in the curse of the story.

générer un texte signifie mettre en oeuvre une stratégie dont font partie les prévisions des mouvements de l’autre – comme dans toute stratégie“.

Interpretative & autonomous mechanism are intrinsic to the story. Non-existing characters become so “existing” in our minds that we can anticipate their next steps or don’t be surprised by an attitude in the following episodes. More interesting: these characters keep living in our brains out of the written text! Digital world increases this statement: the reader is a shareholder or the story’s reputation. If he feels engaged, he’ll talk about it and will recruit, will debate, will bring the story’s universe to new borders.

It’s pretty rare to consider new ads to be great stories. Nike came and said “I have a story” but don’t give any real clue that it’s true (and the amount of RT to an ad on YouTube is just crap to explain it). We’re on a static ad, that’s all.

The reader as an intimate actor of a public creation

When we read a story, we’re alone, even if you live it with other people. That’s the reason why it’s so important to ask to your friends if they’ve liked a movie or a book. We perceive on our own a story.

Brands dare to directly outreach our intimacy, in order to force us to give our feelings. It’s the case with Nivea, in the US, with their “Cupid’s Challenge“; a category at the same level than coupons in the diverse social spaces of  the brand.

Kiss” platform, with the help of 2 US TV middle stars, Nick Lachey & Vanessa Minnillo wants to coach our love life (so telling what is good or bad on this purpose); wants to viralize people’s love (vs money or gifts); wants to promote Nivea massage’s products, which are supposed to endeavour libido.

A tricky mechanism which has some limits: once you’re done with your 3 RT of celebrity, you remember that Nivea is first & foremost a soap. And that Cupid’s Challenge’s chapter 2 is an empty bottle. Because as in real TV, the script is so not real.

Consumer: a hierarchy of values?

So here’s the deal: isn’t there a way between brands which only talk about themselves and brands which only try to reach our intimacies?

Maybe to go back to basics, as New Scientist reminds us:it’s not about manipulation but aspirations and fullfillments. For instance, 20 years ago, Snickers, a brand owned by Mars in France, decided to build some sports playgrounds in under-privileged cities. A means to bring a concrete chapter to the brand’s story. To help buddies who want to practice some sports in the evenings; and for some of them, to be spotted by major basketball temps. It was 20 years ago. It was alreay pervasive creativity.

March 28th, 2011

Digitally influenced: “50% of Tweets Consumed Are Created by 20K Elite”

by Laurent François

Citizens!

A strong study by Yahoo! on contents produced & consumed on twitter.

Researchers at Yahoo! say that 50% of the tweets we read are produced by just 20 000 users wordlwide.

  • only 15% of tweets that ordinary users get are directly from the professional media, whereas they’re the most active content-producers
    –  it’s not a fail but a normal rate: a generalist media talk about a wide diversity of topics, and not 100% topics interest a wide diversity of people. Hubs of conversation can happen in a second life, through search engines
    – if 100% of contents that are produced were RT by billions of people, there’ll be a kind of psychiatric traffic jam. It’s a good news that people keep on filtering
  • 20K users (or 0.05% of all Twitter users) attract 50% of the attention. Among them: bloggers, celebrities. A new influential loop: you can interact on diverse interests with diverse hubs, it’s no longer fully segmenter. Sharing and opinions can arise, where you don’t really expect them
  • Conversations are unequal, asymetrical and scandalously one way: you only follow back 20% of people who follow you

To conclude, it’s pretty funny that twitter success is more on what you listen (so the quality of contents producers) than what you discuss. If I’m so demanding on good media, it’s also a way to create information dependency. Who said that verticality was dead? A star-blogger, maybe.

June 29th, 2010

Events: real life climax for Social Media activation

by Laurent François

Citizens!

I’m just back from Solidays, one of the biggest music festival against AIDS in France. For the 1st time, we’ve really experienced the power of “real life” climax for Social Media activation:

  • an iPhone api was developed to give attendees full details on concerts, interviews, access to blogs and to make them connect online Solidays spaces
  • people were reacting, commenting what they were experiencing on Twitter: hashtags become a way to text the whole planet what you’re feeling
  • they were looking for videos of the concerts on YouTube or Dailymotion
  • associations were taking people emails in order to keep in touch after Solidays
  • other publics had the chance to get some contents from the event: a way for attendees to share with other people the event. A way to give a second-life to the event

Events are Social Media amplifiers. Events are probably the most natural space for … online conversations.