sebhuc's workQs

Google's story

Social media. So what ?

Quite impossible to open a magazine or a web site without an article about social media / community. Rules are definitively changing and that's, for part of it at least, a good thing. Brands feel that something is happening there but most of them don't really know yet how to use it mainly because it can be extemely tough to accept to loose control and let people interfere with your brand. It means that you need to be very good and transparent on what you offer, your values, otherwise it will comes back to you. What's definitively scary for companies is that they realize they don't really have a choice. Ads are part of the process to catch new custumers but are eventually a small part of it. 

The main difficulty is probably that now more than ever, brands must EARN their audience, customers or whatever you call it. It becomes quite impossible to just send a message away. Brands must interact and it means being good ! Everything they do is under the eyes of their audience.

One of the key for companies is probably to create a strong link with their customers threw social communities. Now, once you've said that, you've said nothing. The all point is to know how you push people to enter Brands's world on social communities. To catch a "fan" on Facebook has a great value because the "catched" is now captive. Let's be clear, that's a dream for brands, right ?  No ad campaign can bear the comparison.

There are at least two ways to attract people on your "fan page" :
 1) Values of the brand - so high that people will want to be associated with it ( a transfer - "Look at the brand I like, it will tell you what I am or what I'd like to be")
2) You offer value - via vouchers for example. If you become a fan, you'll get special offers, rebates, exclusive informations ...

Twitter and Levis

Le vivant simple viatique de l'ADN

Singapour

CRYSTAL MESH from autokolor on Vimeo.

architect : wohadesigns.com

IAB

 IAB conference – novembre 2009. Aside from the conference itself, the location of the event was a good argument to spend a day there (not only !). It may sound a little easy, but no wonder there’s a gap between people and their representatives. How can you feel « things » when you’re working in a place like « le Senat », how can’t you be thrilled by it and do whatever is needed to keep your seat there. To sum up, the senat is probably the exact antithesis of the internet – centralizer, narrow. 

Below a few keywords that sum up partly what were said : 
 Deportalisation
 End of brands site (not the right place to reach custumer)
 Relation with content - sky
 Mistakes ok
 Bon sens
 Local targetting (PME) - microsoft
 New metric - time spent (temps d'attention - temps d'exposition) - dailymotion y travaille - focused on quality
 End of CPM
 Fin du modèle interruptif
 Create a link with custumer - go where the audience is
 Creativity definitely a value - levis, Doritos
 Open

 

Donation

When citizens rule :
Donorschoose.org
Skip1
Spot.us

About this last site, see the NYT article

Olafur 2009

Voucher on Twitter

Below a good example of what can be found on Twitter -  a 10% rebate on archiduchesse.com (great site by the way ! )

End of free ?

Two important informations today : 1) Murdoch (Wall Street Journal - paid access) is about to remove his news site from Google - Despite the fact that 25% of the WSJ comes from Google -  he says that he wants "...loyal readers instead"
2) "La société des rédacteurs du Monde" propose that all press editors give up Free model

Brands on web

Not a big fan of social tools but I see interesting stuffs on it. Below what I found on Wired's facebook fan page.

On a single page, brands can offer a wide range of tools marketers usually use on products sites. Simple and efficient. Now, I wish I had datas about those pages. Does anybody do ?

NY

Walk in the streets of NY - see

search engine and e-commerce

Google will launch for online retailer a new product called "commerce search".  The offer : an internal search engine provided by Google. See the JDN article.

social network

Tirer le meilleur parti de Twitter

Alternative

Not much time to write so just a quick note to give two links : 

SARD (société d'acceptation et de répartition des dons)
Donorschoose.org (online charity)