Posts tagged ‘word-of-mouth’

December 13th, 2011

Communication. Politics. Organizing leaks. Value. Stopping with brand DNA

by Laurent François

Many information are crucial, but remain within a tiny and closed community. How come an idea can get value?

It’s the main purpose of “The Ides of March”, or even  “Contagion“. A minority of people try to reach their goal (killing someone, protect themselves, widen their ego…), and even if they have great information, it’s utterly complicated to make them actually work. Most information remain where they’re from.

An information withou any value in a group “X” could have a bigger value in a group “Y”. Of course. When it comes to brands why only focusing on core-DNA instead of analyzing where there could be weak ties with diverse relevant people?

Recycling is a great marketing idea.

 

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.

April 29th, 2010

Can Social Media washing exist ?

by Laurent François

Citizens!

I had a very interesting argument with a friend of mine who’s journalist. In a very provocative way, he tried to tell me that my job was like greenwashing, but in Social Media.

Let’s quote greenwashing definition (Wikipedia):

Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources.[1] It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment.[2]”

So to say: that I could spread wrong facts or biased information to general public in order to improve my clients’ reputations.

Problem is: even if Citizen L. was Citizen Kane, it won’t work in our digital world.

Why that?

  • because truth always emerges, and even faster now through Social Web
    – if a lie was diffused among a public of influencers, they could have a very aggressive posture
    – you can now face and analyse facts in very diverse, parallel ways: access to these data are not vertical anymore
  • because influence is about working with relevant & legitimate people. If you go & look for a referent person in a specific field, you can hope that he’ll check & analyse all the messages we sent to him
  • because in the digital world, you don’t have the right to errors anymore. For the first time in communication history, lies are weaker than denials
  • because influencers are also journalists (good news)
  • because trying to infiltrate forums is just not possible: IP makes you feel like a white rabbit in front of hunters
  • because influencing means convincing, not spamming