Posts tagged ‘pr’

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

 

December 6th, 2010

Do advertisers need mobile marketing agencies in a digital world?

by Laurent François

Citizens!

When Patrick Lord, Founder of mobile advertising company Adremixer, came to me with this question:

Do advertisers need mobile marketing agencies in a digital world?

I was of course very happy to spend some times, discussing about my Ogilvy experience and what I felt would be the next big move.

You can read the whole report right here; the definition of Mobile Marketing that is used in the report is the MMA one:

“a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

My point of view (briefly): mobile marketing is just a leverage at this stage (even in less than a decade, our digital self will be fully mobile, so as Mobile marketing will also be … marketing at all). It’s not yet mainstream.

Agencies need to think first in terms of the story to tell, not about the technology. Mobile technology is simply another leverage that may or may not be used to help tell that story. Sometimes it’s the central hub of the campaign, because it’s the most interesting place to play in with consumers. Sometimes it’s not justified at all.

But anyhow, go and read it. And I’d be glad to share some points of views around it!

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.