Posts tagged ‘social networks’

December 26th, 2011

Declining vs ignoring in professional social networks

by Laurent François

Funny world: whereas we’re all pushed to connect, within 5 or 6 degrees of separation, saying “no I don’t want” does not seem to be natural at all.

I’ve said “I decline” for the 4th time on Viadeo to a Yes Man-guy, named David L. He should know, if he reads me, that we have nothing to share.

So what? Viadeo allows users to say No, whereas LinkedIn is more into “Ignoring“.

It’s not innocent: accepting the idea to refuse a contact, (and notify him), is highly different from looking down and keep walking. It’s a society issue!

Where’s the relationship if it’s only Yes-Based?

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.

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
January 22nd, 2011

Japanese people and Twitter: the social gap

by Laurent François

Citizens

2 news which can be faced.

The first one I’ve read: the great Fondapol study on the worldwide youth. Insights are crucial:

Japanese youths are overwhelmingly dissatisfied with the general situation in their country (75%), and while three-quarters of the world’s youths claim to be at least satisfied with their personal lives, it is still dissatisfaction which prevails (51%) among the Japanese. Nothing seems to mitigate this pessimism: young Japanese are just as discontent with their finances (74%) as they are with their work (60%). Only 32% of them believe they will have a good job in the future, as compared to an overall mean of 70%. The way they rank their family and friends is even more troubling. Although the world’s youths are satisfied with their family circle (85%), only 69% of the Japanese share their opinion. Similarly, although 78% are satisfied with their circle of friends, only 62% of the Japanese agree. They reject their era: a clear majority (61%) of the Japanese indicate that they are not satisfied with
the age in which they live, even though 59% of the world’s youths are satisfied with it.

On the other side, everybody seemes pretty impressed by the twitter stats  (read Techcrunch) of the Japanese for New Year’s Eve.

The problem is that it has not much to do with the explosion of an amplified social link.

  • it is true that you can express much more in 140 signs in Japanese than in any Latin language (kanjis have deeper sense)
  • but Twitter is essentially used by fans who want to express their love to a J-Pop Band
    During the year, TV news and drama featured Twitter, and it gained many high profile users, including ex-Prime Minister Yukio Hatoyama. There were also about 100 books published with “Twitter” in the title.
  • Only 3,6% of the Japanese accounts display the real names of the people (because of the cultural reluctance to not use alias…)
  • Japanese users declare that they only follow 51% of close-friends. Because they’ve been pushed to use it not through implicit networks (their friends, for instance to use Twitter as SMS tool) but by media

So to say: you can have a social situation close to anomie and freakily use Social Media: it’s not a good or bad news on your society. Brands should consider this point when it comes to digital or contact strategy: people they try to outreach are not all happy-face, supra-socializers. They are real people with real troubleS.