Posts tagged ‘social media’

October 11th, 2011

Tribes’ problems: destroying Social Media spreading and discoveries

by Laurent François

Many observers are talking about a threat in Social Media: as Mark Schaefer writes on SMT, Twitter would be dying as an information tool, because of the tribes themselves.

Affinity groups, if they have a lot of advantages in real life (solidarity, network effects, business possibilities…), also have a big problem on social web: they tend to only promote themselves.

Mark notifies some negative elements: “auto RT” for instance, propagated by communities of allies, give the feeling of a giant new kind of ad space. Auto RT helps bloggers to appear in a very competitive market; but value added is very low, as it pollutes our attention. It’s a kind of necessary thus pervert leverage, because of Google too, which focuses on live search and dismantles the access to relevant archives…

Communities filter new entrants (arent’t hashtags anoter discriminative barrage?) and also filter external sources (besides important news as a tsunami or a war…). It reduces to a certain extent the quality and quantity of information.

Natalie Rastoin et Camille François summarized the main issue of this hyper-personalization + hyper-tribalization: what I want to get as a consumer is not what is necessary to access as a citizen.

3 main examples today:

  1. the very bad coverage of the new Huffington Post in French: communities of journalists + media-related spheres polluted my timeline, without really informing me
  2. the Mashable article on the new Facebook for iPad has been RT 10 times during the last 5 minutes (I only follow 760+ Twitter users, which is already enormous for a single man…)
  3. no info on Karachi affair

2 conclusions:

  1. curation is now a kind of investigative work; it requires a huge amount of time. I’m wondering if I’m not going to leave mainstream tools like Twitter to focus more on “1 to 1″ lunch with relevant people
  2. because of Twitter becoming mainstream, and linked to its real core business, entertainment, I’m now wondering if I’m not going to dive into more “underground” or hidden netwroks
October 9th, 2011

Talibans on Social Media

by Laurent François

NATO and their allies seem more and more scared because of a new evolution in Taliban strategy. If some decades ago, they were considered as modernity’s lost children (ie listening to music or watching TV were strictly forbidden), they are now massively entering digital era, deploying an efficient Social Media strategy.

For many months now, citizens or activists can follow Alemarahweb account, on the current fights from islamist troops vs American soldiers. We’ve also seen a true Twitter war between ISAF and Taliban spokeperson, which is a very interesting trend for next battles; giving live updates and controling the WOM spread is as important as earning new grounds. It is highly strong for Taliban as these social platforms endeavour their contact strategy with foreign opinion leaders. Websites pro-Taliban are sky-rocketing and it is linked to a “real” and daily pressure pattern on local populations. Not only through dangerous, violent and costly raids, but also through massive SMS sending, diffusing ideas and information on Jihad. Because it is sent at a very frequent pace, it could be compared to a digital minaret. Every channel used by international brand is also mastered by Talibans. It gives coherence and “form” to their ambition.

If we summarize: Bin Ladin implemented a TV-oriented communication. It had advantages (shock, expectations from media, fear…) but it lacked what the new digital strategy owns:  resilience with their target groups.

It is to be approached as one of the most jeopardizing threat against NATO; because the vision is now kind of blurry, local citizens start doubting, whereas Talibans suggest a simple thus coherent platform.

Talibans managed to control again the communication funnel, as Thomas Ruttig explained in 2010 en 2010 :  “Ces huit ou neuf dernières années, les Taliban ont réussi à diminuer le nombre de voix émanant du mouvement. Les premières années après la chute des Taliban, il y avait différents porte-paroles donnant souvent des versions différentes de la situation. Mais c’est terminé.” 

Conquering new cash-flow providers in foreign countries + a necessary need to get direct responses capabilities in terms of influence were two priorities. Because the new generations are highly pervasive in Afghanistan; they’ve been raised with internet and with Afghan diaspora. Soft Power is not only great powers’ main asset; it’s now also widely relevant for niche groups like Talibans for 2 reasons: they move faster than big organizations; they have a will in which deat is also part of the programme.

July 18th, 2011

Google + is creating the future of drag & drop shopping

by Laurent François

Citizens!

Comments have been massively done on Google +. In France, the first users were geeks or marketers and it gave a pretty disappointing user experience. Basically because the 1st stage of Google + propagation was done on a very “old” trick: static address books. If it worked well for MySpace or Facebook ages ago (“log and see”), Google + has a very different target group: people with huge social networks’ experience, and worldwide.

Google lacks this dynamic strategy to acquire new publics: one of the easy bets is that all the next big Social Media successes will be based out of a simple “emails propagation” but through true missions or “call to actions” towards targeted audiences. FourSquare’s a good example: the first promise is to unlock badges, after registering.

The only true revolution when it comes to Google + is all about the “drag and drop” dimension: a more intuitive web, focusing on a more human interaction. Pearltrees made it right, focusing first on dynamic affinities, using only THEN other social networks. My circles are today based on “real” friends and I’m added by a large amount of people through my blog or twitter. But I don’t care who these guys are as they don’t enter through my interests and I don’t have time to map them all!

In Pearltrees mechanisms, it’s the straight opposite value proposal: I feed my own interests, then I can grab others’ values, and only after that will I try to know who theses guys are.

The true revolution for Google + lies in non “user-centric” stuff but on “site-centrics” ones. It is now still very hard to see a true brand’s “web based” coherence. In Europe, when you enter a shop, it’s not yet “diving” into a 360° brand site, but still “brick&mortar”. But the last forecasts demonstrate that all the streets, all the shops will get some screens, that you can touch or not. The “drag and drop” logics that is tested by Google + will be the bone of contention to drive consumers to “purchasing” or spending more time with the brand. To make them come back, to use them as marketing trojans, to better understand them. Google + will be the “consumers’ front-office” of all the core competences of Google: suggesting consumers’ journey, tailoring keywords and intents. Not recommending but suggesting. Quiet a different business.

 

Google + is not a Facebook killer. It’s probably an intent to shape what will be the “brand-sites’ marketing” in the last 5 years. Shall we make a bet?

 

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…