Archive for the ‘social media’ Category

Back from Dubai

January 5, 2009

Mid december, I had the chance to be in Dubai for the new media event organized by IIR Middle East. I spoke about big seed marketing. I realize that my presentation was perhaps too technical and maybe a little boring 😉

Nevertheless, I’m pretty sure that the message is the right one and this will be my blogging topic of the coming weeks.

In the meantime, you can have a look at the powerpoint

Content and Connection

September 2, 2008

I’m trying to find a meaningful way to classify the social networks. I consider that the fundamental axis in Rooted in content (you can clearly enjoy video sharing websites without interacting with anyone. Those sites are based on taxonomies/keywords and tags)/Rooted in connection (the experience is based on links you make/have with other people). The second axis I’m using is the classical Professional/casual.

Here’s a first draft:

My idea isn’t to make a mapping for the sake of it but look into the best way to communicate in social networks according to their position on the map.

It’s still work in progress and I post it hoping to gather feedback. Do you think such a typology makes any sense? Is casual/professional a good axis? Do you feel that there are specific strategies for each type of social network… Or is that kind of approach totally useless?

Social Media elevator speech

August 31, 2008

I’m back from 2 great weeks in Turkey.

In my mail, there is a request from Kosta, the organizer of the new media event in Dubai, asking the speakers to produce a 2 minutes video about social media. Usually, I give speeches between 20 minutes and 2 hours (for workshops)… but I never had to make an “elevator speech” about social media.

So, since yesterday I wonder how I could summarize my belief about social media and (new) marketing in 2 minutes?

It could be something like this:

Social media is one of the ways the (advanced) internet population chose to engage with the possibilities offered by today’s technologies. In the social media era, every contributor is a media with more or less audience. Many people try to define social media but most definitions remain too vague (and could even be applied to very old technologies like forums or chat rooms).

Social media is over and under-rated at the same time.

Social Media is overrated because reach still matters for brands and social media isn’t the best way to achieve reach; Because nobody found the magic formula of virality yet; Because social media isn’t a massive collective force but a variety of more or less small tribes. Even if there are links between all the entities of social media, they are hard to identify and to activate; Because it’s difficult to measure its return; Because collective intelligence is sometimes collective dumbness (cf starwars kid); Because the head is more consistent than the tail; Because it has a scalability problem; Because most of the social media users have no (net)working class consciousness.

Social Media is underrated because social media changes the way we expect to use (any kind of) media; Because it’s an incredible accelerator; Because you can achieve great results with low budgets; Because every study show that word of mouth is by far the biggest sales driver; Because it’s the ultimate market intelligence tool; Because it raises engagement; Because it allows viral mechanisms on top/as a part of your display campaigns; Because that’s where your target group is and because that’s where you can talk with him…

As we speak, your brand can still survive without using the power of social media. Many brands advertise and communicate like they used to do 10 years ago. Not all of them are on the verge of bankrupcy. Nevertheless, as a brand, ignoring new media prevent you to maximize your marketing efficiency.

Anyway, I still have to transform this in a nice video…

Misfit marketing (Aultre ne veulx estre)

August 11, 2008

Who’s that girl? The new Betty Page? A recent recruit for the pussycat dolls? Catwoman in the next Batman sequel?

Actually, she’s one of the most famous and innovative Belgian entrepreneurs. Her name is Murielle Scherre and she’s a myspace and facebook star under the nickname of “La fille d’O”. She’s sure isn’t the typical executive woman. I doubt she produces elaborate business cases. She has no background in corporations but she’s successful and already appeared on a bunch of business magazines covers. Besides her entrepreneurship, Murielle also wrote a book, is a stage artist and used to have her own TV show.

Her brand “La fille d’O” is initially a lingerie brand but Murielle is so interleaved with her brand that it’s difficult to distinguish her person from her brand. She recently launched an acclaimed shoe collection.

Murielle is also a very gentle person who kindly accepted to answer my questions. No marketing buzzwords included


“ I am no marketer. I am a human being and a customer all the same and I try to create a brand like I would want to buy/discover in stores myself. I don’t think about money. I think about satisfaction: For me as a creator and as a person and a customer. The other people wearing my stuff feel the same. They are fed up with the mainstream. More and more people tend to think before they invest their money in a brand. You need to deserve it. That is why I took the risk of linking my person to my brand like this. I knew it would put some people off because of who I am but it would charm the others even more.”

About social media:

I got picked up by the media from the very first day so I can easily say it was verrrry important. Word of mouth is another part that can take some credits. I have very happy customers because I see them coming back and all of them bring friends and family.

Instruments such as myspace and my website only make all this ‘teambuilding’ stronger because I show my true face on it and I guess it gives people confidence. I have seen a lot of big companies trying to start up a blog or a myspace but “virtuassionals” know to distinguish the sincere from the marketer.

About advertising:

I have never spent any money on advertisement. I think the people I design for have grown immune to it so I don’t see why I would spend money on useless efforts. I prefer to get exposure where it ‘hurts’. When going out, on stage, playing music, making a decent TV show…

I don’t want to make commercially interesting decisions by being less radical. I want to make stuff I shall fully take responsibility for.  

About the link between being a beautiful woman and breakthrough in social media:

Auch! That is both a difficult question and a compliment! Great! 🙂 I have the slight suspicion things would have been different when trying to make a living selling orthopedic shoes. They say beauty is on the inside but I have never met anyone who could lay eyes upon someone’s inside at first glance so I guess that is just a lame excuse. But I do think my standards of beauty aren’t what the current beauty trends are. I am totally turned off by uniformity, perfection, purity, glamour, all those things have become so commercially vampirized it scares me!

About sharing:

I think everyone who’s eager to learn is stimulated to share experiences since it shortens your own learning process. Collaboration is the new black 🙂

www.lafilledo.com

Social media statistics

August 7, 2008

Last year I wrote a post about the reach statistics of social media. Last year (Comscore figures of june 2007), Facebook had 5,1% reach on the worldwide internet population, Delicious 0,5%, engadget 0,5% as well and twitter had less than 0,1% reach. Among the web 2.0 leaders, wikipedia was at 27% reach, youtube at 22% and myspace at 14%.

What about this year? How impressive is the growth?

Facebook clearly boomed and reaches now 15,4% of the internet population. Youtube (34,6%) is now bigger than wikipedia (29,1%). Twitter is 3 times bigger than one year ago (but it’s still only at 0,3% global reach). Myspace stagnated (13,7% in june 2008, delicious is among the losers with only 0,2% reach.

I didn’t measure the blog networks last year but the blogging community is an impressive collective force. For instance, blogger reaches 23% of the internet population and its challenger wordpress is at 11,4%

A funny statistic, Yahoo! geocities is still strong with 9,1% reach (almost 50 times more than delicious!)

New media 2008

August 5, 2008

I accepted with great excitment to be one of the speakers at the New Media event 2008 organized mid december in Dubai. Among the speakers, I’ll have the pleasure to meet Robin Hamman, Magnus Nystedt, Philippe Borremans, David C Skul, Ammar Bakkar (MBC), Jonathan Woodier (Citi group) and acclaimed movie director Shekhar Kapur. Other speakers will soon be announced.

The headlines of my presentation as defined in the draft program are:

Engaging With Social Network To Maximise Your Reach But Also Manage Risks

  • Understanding the nature of networks
  • Recruit and unleash social network advocates
  • Assessing the potential return on using social networking website

The third bullet point is a tricky one, don’t you think? 🙂

Still alive

July 24, 2008

I know it’s not about ranking but I can’t help to be happy to see my blog in the adage rank. I’m not in the power 150… far from it but Nick Burcher made a very interesting (and probably time consuming) exercise: he extracted the european blogs out of the list. Thanks Nick! My colleagues Kris and Miel are among the top belgian blogs.

By the way, the blog of Nick Burcher is one of the most interesting blog around. Make sure that you adapt your blogroll.

Demanding students

August 29, 2007

I accepted to be one of the 5 speakers for the annual congress of the “Fondation Marketing” annual students event of November 6th 2007 in the Bozar (probably Brussels most beautiful location). The theme will be Consumer centric Marketing (defined in the event desciption as user generated, participative marketing and targeted advertising)

I just received the briefing. I am totally free to define the approach and the content of my presentation and I’m expected to talk during approximatively 40 minutes. The briefing mail states that the audience is demanding (gasp!). 700 attendees are expected (gasp again).

I didn’t determined the details of my presentation but I’m currently reading blogs posts like “The dumbness of the crowds” or “Are you a giver?”nfor inspiration

If you had to propose me a link on your blog to inspire me for this future presentation, which one would it be?

A revolutionary entertainment experience

July 11, 2007

21 years ago…

It’s totally cheesy but it was already all about people connection… You said web 2.0?

No headquarters, no hierarchy

July 10, 2007

I had the chance today to hear a brilliant presentation by Charles Leadbeater. I wrote down a few key messages:
– Give people tools, see how they us them and only then, build your business model
– If you treat users as (just) consumers, you won’t be able to make them help you to innovate
– The most innovative organisations (based on free collaboration) today have no headquarters and no hierarchy, they are much quicker in innovation than any big fixed rigid organisation
– Succes may lead to conservatism. If you have a history of succes, you may tend to repeat what led you to succes.
– If you want to see your way into the future, act as you were a new entrant with low budgets

Link love meme

July 8, 2007

Toby tagged me for the 8 random things game (thanks Toby): The idea is to list eight random facts/habits about myself. I don’t know what kind of curse is waiting for me if I break the chain. 

(You can fin the complete rules on adjunct whore.)

Here’s my list:

– I used to be a problem child: 4 highschools is 6 years

– Long story… but a (very decent) picture of me and my wife appears in a book called “cybersex”

– I’m a Lost and a Seinfeld freak

– I sometimes cry when I finish a really good book

– My favorite musicians are Captain Beefheart, Can, Nosfell, Tindersticks, Curtis Mayfield, Daniel Johnston and Velvet Underground

– Whenever I can, I play basketball with my 8 year old son. The only reason I still manage to beat him is the fact I’m much taller

– I’m a procrastinator

– I’m conviced that corporations are unable to change no matter how hard they pretend to try

Now, according to the rules it’s my turn to tag 8 bloggers: Pieter, Tara, David, David, Joseph, Tim, Mark, Phil, what about you?

Don’t break the chain 😉 :

Ryan K (Iowa) : “I tagged 8 people and was hired THE SAME day by a big company”

Christina K (New York): “A few hours after tagging 8 people, I met the real coke light delivery man in the lift of my office. Believe me…this really works!!!”

Luc D (Brussels): “A few days after tagging 8 people, I won the lottery of $ 50”

The marxist blogosphere

July 6, 2007

The web 2.0-power-to-the-people cliché made me realize that we could summarize the social media phenomenon by using 3 major concepts of Marxism.

Proletariat: Joel de Rosnay renamed it ProNetariat and opposed it to “infocapitalism”. The pronetariat is basically us… all the people that are (trying to) own the means of (information) production. In marxist theory, the goal of the proletariat (aka the working class) is to displace the capitalist system and change the social relationship through a period called the “dictatorship of Proletariat”. The social media era resembles somehow this marxist concept: the working class became the networking class but basically there is a class struggle between Pronetariat and infocapitalists who both seek the mastering of the means of information production.

But the comparison has 2 major limits: The first discrepency is that in the networked world, information is not a scarce resource at all, the second is that the control of the means of production is not linked to the profit (for the moment)

Class consciousness: “Class consciousness refers to the self-awareness of a social class and its capacity to act in its own rational interests”. We, bloggers, start to be aware of our influence power (and if I may say, we often overestimate it), more as a group than as individuals. We come from a society were physical power was replaced by economical power. Here comes the time of informational power…

Infrastructure and superstructure: The infrastructure is the sum of the means that allow production and the superstructure is the sum of subjective elements meeting the infrastructure. It’s funny to look at the evolution from that perspective. The infrastructure of social media (forums, broadband connections, XML,…) is there for a long time but the subjective elements were not there yet.  Our subjectivity gave a new sense to the infrastructure.

Those comparisons may seem a little far stretched… and they are. We could also find analogies between the web and the very opposite of marxism like, for instance, the libertarian deregulation philosophers and their spontaneous order theory.

Even if this might seem trivial and useless, I think it’s interesting to use that kind of filters to think about our media from a different angle.

PS: I have groucho marxist tendencies. Here is one of my favourite quotes: “Politics is the art of looking for trouble, finding it, misdiagnosing it, and then misapplying the wrong remedies.”