Posts tagged ‘social marketing’

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

June 15th, 2011

Social Media Marketing 101 (slideshare deck) for ESCP Europe

by Laurent François

Yesterday, I had the big pleasure to give a very first lecture @ ESCP Europe in London, with the folks of Master’s in Marketing & Creativity.

You’ll find embedded the final deck. It aims to focus on 3 main topics:

– the importance of the “real life” context, constraints & opportunities, to better approach Social Media Marketing as a whole
– the necessary metrics you need to develop to justify your strategy. Metrics that are not only directly money-related but linked to business, then communication objectives
– the big debate you need to have on the idea of value, as a creative

Enjoy!

Value of idea in the era of Social Media dans Pervasive Creativity

May 31st, 2011

Marketing of cosmectics & beauty: the next future with Shiseido

by Laurent François

Citizens

Shiseido gives a good trend on what cosmectics & beauty retail/shops will look like. 2 statements on cosmectics & beauty marketing in brick&mortar shops in Europe:

  • Consumers are more and more well informed thanks to beauty & cosmectics bloggers, journalists, media. It’s really difficult for sales to add value when a consumer comes in shops. That’s the reason why we’ve launched for L’Express Styles (the media group I work for in France) a true digital beauty centre, in order to become a hub for sharing knowledge, tests, testimonials with beauty experts, and journalists among final consumers (they can get a sample of a product and add comments to experts’ point of view)
  • More generally, if the ads are really beautiful and can make you dream on TV, it’s pretty disappointing when you go in shops: it’s like going to supermarkets, and it’s like if there was a leakage on the communication chain

Shiseido answered to these 2 gaps in their new shop:

  • on the 1st floor, mirrors are digital: once you scan a barcode, you can see a glimpse of what it looks like on your skin. It also gives add-ons to amplify the user experience (tips & tricks, advices, experts’ POV…)
  • on the 2nd floor, Shiseido mix real life experience like in a beauty centre, and technologies to endeavour web-based conversations with their experts. We can imagine that there’ll soon be FAQs based on the history of conversations with the consumers

When Social @ Marketing gives more sense to the value chain for the brand and the consumer…

 

 

March 3rd, 2011

Mad Men are back in Social Media: “sell or else”

by Laurent François

During the last 5 years, everybody claimed the end of “traditional advertising”: print, TV, billboards. Because of new practices: social marketing, digital influence, experience marketing.

Let’s face it: if these new practices exploded, they haven’t killed advertising at all; they’ve helped it become stronger and reinvent its impact

Stats of the art: advertising growth everywhere

Carat has recently released an update of its 2011 forecasts: there’s a big US come-back while Asia keeps rocking. European markets are stabilizing and still generate revenue. A phenomenon not that surprizing as there’s an upcoming industrial revolution, supported by US government: Green R&D, new sustainable technologies. So as it’s necessary to explain to the general public why new offers, products & services matter.

Online advertizing keeps increasing too: efficiency debates arise here and there, so as campaigns must be more qualitative, relevant; “contacts strategy” are at stake, leaving GRP issues to the old world. That’s the reasong why media agencies are trying to leverage social offers, as they consider them as amplifications of their media plans!

Knowledge: inheritance of advertising and implementation of new digital methodologies

in an economy of attention, it’s not only about sending a message to make it generate consent towards relevant targets and publics. We’ve criticized a lot (me first…) advertising, and we forgot 2 important practices: planning & knowledge

Strategic planning has been developing for a century some methodologies, some patterns, some “science”, using skills where they are: labs, universities, trendsetters. While finding path to make all these insights work together. Social Media Marketing has probably led to new tools (online monitoring etc.). But when it comes to opinion, you need stats, habits, measurement process which help you refine the restults.  Planners, as in the 80s, are back to top management in agencies: because they’re the only one to get this step forward to create proper pervasive creativity process and value chain.

Brands’ organizations are changing to absorb the “social” rise

Jon Iwata, IBM’s CMO said that he was experiencing a major change:

“What is very clear is that for marketing to continue to be a meaningful contributor to business performance it not only has to enable delivery of short-term growth objectives but also needs to tackle the strategic issues of leveraging and aligning the culture in a way that maximizes the success of the organization”

To sum up: corporate culture and creative process on the same level. A re-engineering between insights (planning, marketing studies, monitoring etc.) as input to the communicative process (brand content, experience marketing…) to deliverable for the final clients: (client survey, CRM…)

It’s kinda good news for entreprises: it’s not about organizing a fight “communication department (or soft practices like PR)” vs “marketing departments” (hard practices like push marketing or CRM or couponing) but to come back to a principle: SELL OR ELSE (David Ogilvy).

From 4P to 4E :mad men & advertising people more prepared for the next challenges

In this environement, linked to a new industrialization era, making an idea go public for a product has never been as important. 4 P are not dead they’ve just changed to 4 E:

It leads me to the conclusion that advertising agencies may be more prepared to the new brands’ global challenges. Social media has been made on business territories and not on “citizens happy face world”; pure players are challenging these logics but only traditional content providers can generate…this content. For instance: to curate, you need producers. Real one. And it costs something.

It doesn’t mean that young & small structures will collapse. But that there are new cycles: a new leverage will always be interesting to integrate in a global communication purpose, in the long-term.