Patrick Willemarck

Should marketing be more social and feminine to deliver results ? I bet it should.

2011-10-04T15:06:00.001+02:00

Here is an article I wrote recently on Storify. Initially I wanted to write about brand management ans social media. I'm still covering this at large but it covers also marketing processes and attitudes. This is by no mean a sexist article.
Every human being has some feminine values. Some just happen to forget it. Enjoy your reading and tell me what your thoutghts are.

You're behind your consumer

2011-09-30T18:33:00.002+02:00

Wondering why true engagement and Dialog Solutions matter ? Here is a good testimonial :

“When consumers hear about a product today, their first reaction is ‘Let me search online for it.’
And so they go on a journey of discovery: about a product, a service, an issue, an opportunity.
Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”

Rishad Tobaccowala
Chief Strategy&Innovation Officer
VivaKi

If you are investing in phones, you better start investing in social media!

2011-09-28T20:04:00.002+02:00

This is inspired by a strong statement in the Harvard Business review.
I wrote it recently on Storify, here it is:

View the story "If your boss doesn't invest in social media ask him why he did in telephone ?" on Storify]

Unique Social Purpose of Brands become the next USP

2011-09-27T19:59:00.002+02:00

CEO need strong beliefs. Their companies need purpose in order to federate their stakeholders.
Here is another article written on Storify on this topic:

The commoditification of social networks

2011-09-27T19:45:00.002+02:00

The big players in social media are fighting more and more against each other trying to differentiate themselves while not being beaten by the others. Facebook and Google + did recently enter into an escaladse of new developments which might be worrying. I fear a commoditification of social media.
And as you will read below, I'm not the only one.
Here is my article posted on Storify:

3 kind of companies, 3 different Brand and social media strategies. Which one fits yours ?

2011-09-27T18:11:00.001+02:00

Jeremy Owyang from Altimeter shared an interestingobservation by diffrentiating three types of companies. Here is his post: http://bit.ly/rdB7Jp

I'd like to add an evolutionary perspective to hisobservation based on my experience of brand management.

The three kinds of companies he describes are based on perceptions and are alsothe three stages of development of a strong brand. There is an evolutionbehind what Jeremy observes.

The 3 stages are the following:

Legitimacy: new comers entering a market have to beperceived as different but of quality. They won't be considered by consumers ifthey can't deliver the generic benefit of the category with a very differentapproach. iTunes did deliver music in a very diffrent way.
Proximity: once considered by a few people, the brandhas to decide how it wants to grow. Two options mass or niche market whilestill being different. In both case it has to attract the right prospects bybuilding bridges ( relevancy, shared values and purpose) with them.
Leadership: if it does well the brand will growfurther and lead the market. The penalty of leadership is that it still willhave to stay relevant there where most leaders rely on their laurels.

The three stages are also closely linked to awarenesslevels. And that's where social media bring some big changes in the way brandsare managed. Let me explain.

In the past there was and still is a close and positivecorrelation between a brand's position in the market and its spontaneous awareness. Themore brands are spontaneously known the higher their position in their market. The most known brands are #1 in their market and the second are secondand so on. There are exceptions but only a few. I've reviewed more than 30categories.

Today I'm absolutely convinced that share of market willcorrelate with share of conversations. The most talked about brands, themost engaging and collaborative ones will lead their market because that's howthey get into the mind of people. Spontaneous awereness reflects how improtantand relevant a brand is to an individual otherwise he would just skip it fromhis memory.The likes, the followers, Klout scores are indications which areworthwile watching but they cannot help building a brand.

At every stage, social media are offering brand managerstools which other brands didn't have in the past. Let's look again at thediferent stages:

Legitimacy :
Proximity: based on the former step, social mediaallows you to know with whom and how to engage and expand your brand's fansrather than your page's fans.
At the leadership stage, social media allows you to show theway and attract custmers and prospects into new thematic experiences our forums.

We, at DialogSolutions , have developped tools, softwares and services whichhelp achieving this by collecting deep insights and motivations, by engagingwith best prospects and customers and the by amplifying what they think andendorse.

Each step is made easier but also tougher. Becausebrand awareness is not the only objective. In social media, the consumer iscentral and a strong brand equity won't make it. Because of social media,success and strong brands require:

A strong brand equity
A strong value equity : how valuable is your brand,product and company for the consumer and the society he lives in ? Howmuch do you derserve him? Transactions, contests, price cuts are not the onlytransactions they're looking for. Many survey show that this is what consumer expecton facebook but that's mainly because they haven't been offered anything else.Try co-creation, involvment, emotional transactions. Value will be a functionof your product's ability to deliver and you ability to engage.
A strong experience equity : a brand has to put its actstogether by offering experiences which strengthen and endorse their valueproposition.

As a summary and food for thought I think brand managers andmarketers have to stop thinking in terms of Unique Selling Proposition.

Because products are not sold any longer, they're bought.But also because the social media will force companies to think in termsof Unique Brand Behaviour or Unique Social Purpose.

What do you think?

Patrick Willemarck

The Man Without A Facebook: A Thought-Provoking Spoof

2011-07-31T21:25:00.001+02:00

Le triler du nouveu film avec Mel Gibson
http://www.bitrebels.com/social/the-man-without-a-facebook-a-thought-provoking-spoof/

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Inside P&G's Growth Factory - Video - Harvard Business Review

2011-07-12T20:41:00.001+02:00

http://blogs.hbr.org/video/2011/06/inside-pgsgrowth-factory.html?cm_sp=blog_f...

Envoyé de mon iPad

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Modern Community Building

2011-07-11T20:18:00.001+02:00

Une très bonne base de réflexion pour tous ceux qui rêvent de construire une communauté sans avoir une marque t-shirt.

Modern Community Building
A VC | 5 JUILLET 2011
http://pulse.me/s/uMkS

In late May, Joel Spolsky, co-founder/CEO of our portfolio company Stack Exchange, wrote a great post called Modern Community ... Read more

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The Number One Least Asked Question in Social Media…Why?

2011-07-09T13:24:00.001+02:00

I couldn't agree more. Too many clients think social media is a media. It's not. It's a phenomenon by which companies and brands become media.

The Number One Least Asked Question in Social Media…Why?
BRIAN SOLIS | 6 JUILLET 2011
http://pulse.me/s/ygrz

The number one least asked question in social media is also the most important… Asking “why” in all aspects ... Read more

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Google+ leverages Google’s strength as a communications platform

2011-07-09T13:21:00.001+02:00

Google+ leverages Google’s strength as a communications platform
CHARLENE LI | 28 JUIN 2011
http://pulse.me/s/B5Ex

I’m watching the Google+ “launch” with great interest because at its center appears to be great “friend ... Read more

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Service is the New Marketing, he says. I agree but it will go further.

2011-07-09T13:20:00.001+02:00

Dans mon cours à Solvay et dans mon livre je parlais déjà de la "what can I do for you" economy. C'est irréversible. Nike a compris cela il y a longtemps. D'autres s'y mettent. Mais ce sera encore plus profond que ce qu'evoque le président de la WOMMA.

Les réseaus sociaux, la conversation, la participation tout cela va modifier la culture des entreprises et le capitalisme. Pas que le marketing
Service is the New Marketing
THE WOMMA WORD | 8 JUILLET 2011
http://pulse.me/s/B9TG

By Rod Brooks, CMO of PEMCO and President of WOMMA Awareness of word of mouth marketing and the importance that consumer driven ... Read more

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The Google Plus 50

2011-07-09T13:15:00.001+02:00

Some interesting thoughts about Google plus.

The Google Plus 50
CHRISBROGAN.COM | 3 JUILLET 2011
http://pulse.me/s/uXzV

If you’re curious about Google+, the new social network platform from Google, you’re not alone. I’ve logged ... Read more

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Obvious to you. Amazing to others. - by Derek Sivers

2011-06-06T00:14:00.001+02:00

Watch this little video and suddenly you'll realize how important, the web, its interactions and social networks be ome the foster ground of creativity. Be it as an employee, a customer or a manager, the web is a source of relevant innovation. http://www.youtube.com/watch?v=-GCm-u_vlaQ&feature=youtube_gdata_player

Of course if you want to leverage this source of innovation, you might need some tools.
We've got some. We can recruit early adopters and let them co-create with you.
Both parties, the public and the company, surprise each other during the process but both are equal beneficiaries of the co-created innovation. Try it, you'll like it.

Patrick

Posted via email from Dialog or Death

Wall Street Journal: Coming Soon to a Website Near You: More Buttons - Digits

2011-06-02T08:06:00.001+02:00

The hottest space for technology heavyweights these days might not be in Silicon Valley but rather in that little bar of buttons on popular websites.

This afternoon, Google Inc. started rolling out its "+1" button for sites, allowing users to recommend things to their friends and contacts. Sites that you "+1" will appear more prominently in your friends' search results, provided that your pals have +1 enabled and are signed in to their Google account. The button already is available on sites like Mashable and the Huffington Post.

And yesterday, Twitter announced a button that lets readers easily follow the site or a writer, for example. (This is in addition to the button that lets you tweet things. If you look in the right-hand column, you'll see the button in action and can follow the @wsjdigits account.) ...

http://feeds.wsjonline.com/~r/wsj/biztech/feed/~3/yz6mBMgBKqg/
Shared using News360 for the iPad. Learn more at http://www.news360app.com

Sent from my iPad

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Social Media Amplification – on your web site

2011-06-01T00:54:00.001+02:00

http://wp.me/pKvdc-4R

Posted via email from Dialog or Death

Are you really having conversations with your customers and prospects in the right environment ?

2011-06-01T00:31:00.001+02:00

Over the last twelve months I’ve met three kinds of customers :
-those who want to be on social networks (let’s call them the Tigers),
-those who would like to leverage them but are scared (let’s call them the sheep)
-those
who are absolutely, positively against it (let’s call them the dinosaurs).

As the Dinosaurs cannot bring me any business and won’t read this blog my tendency would be to leave them aside and wish them all the best. But their resistance is telling me something.

The two others, whether scared or not are certainly dreaming of having tons of followers on Twitter, millions of likes on Facebook and a few kilos of professionals on Linkedin. The sheep just need to be reassured that those millions of  people will be positvie. It would be nice but  as the Dinosaurs would say : what’s in it for you ?  How much are these followers and likers worth even if they’re positive.
I don’t want to be cynical. I’m a great believer in social media but besides the fad, we’ve got to be realistic, what is this worth and what does it mean for  your business.

1. What does this really mean?
It means, quite simply, that you are good at engaging your audience. You’re doing the right things to attract likers, followers and group members.
Your agencies or yourself will  be able to provide some metrics about your engagement potential : frequency, recency, numbers of interaction, kind of emotions expressed, virality (how many retweets do you have ?),  etc…but it happens in a place that you don’t own.
It means that you’re probably doing the right thing in the wrong place.

2. What is this worth?
This very much depends on a whole range of factors and crtieria. What is you goal ? What do you want to achieve ? Do you have a t-shirt brand or not ? Likers and followers are not born equal.

As far as your brand is concerned, you’ll need more metrics than those reviewed above.
Saliency, reputation, esteem, propensity to buy are the key metrics of your brand. A flow of positive feedback on social media will boost those metrics if well managed and certainly if you activate the social media after a major mass media campaign. The most googled brands are the one most advertised in mass media.

Social Media will provide you with a free army of ambassadors.
The tigers will say that those are rather « embarassadors ». Don’t trust them. The majority of people on earth believe that german cars are better while most of them don’t own one. These are imported images amplifying reputation. Most of BMW drivers don’t watch tv commercials so why is BMW advertising on TV ? In order to create and strengthen its importend image, ist reputation amongst the masses. Social media do that even better. Your fans and followers might not buy your product but they will talk about it and in a world where people trust their peers more than anybody else, this is worth a lot. But shouldn’t that happen in a better environment ?

Is e-mailing newsletters not still a better weapon ?
It is certainly still very effective although social CRM shows more and more how effective it could be and e-mails might die with email-readers. Is the young generation still reading emails ? Not sure. So allowing your customers to stay tuned with your brand on the communication channel of their choice might become a priority. People are saturated with media. Hence you better be on the media of their choice rather than on the one of your choice. Being on Twitter or Facebook allows this.  I agree with the Tigers. But can’t we improve this ?

Yes, we can. Here is something which might convince all kind of customers, Tigers , Sheep and Dinosaurs : dialogfeed.com

Let the conversation happen where ambassadors, prospects and customers are but bring those conversations back on your own website, in an environment which you own. Dialogfeed allows this while giving you the opportunity to highlight the conversations which you thing will best serve your goals.
With dialogfeed you get a weapon which will allow you to amplify the best and true testimonials about your services, products or brands. It gives you a way to raise the conversion rate of ambassadors, members of your brand community and /or buyers.

Conversion in to buyers, ambassadors or customers is vital.
It’s vital because it will give you data and generate sales. So far the data about your likers and followers is owned by the social media. They own the environment and the data. What if one of these sites fell over ? What would be left for you ? It’s going to be lost  and you’ll have to rely on the goodwill you’ve been able to generate and the data you’be been able to migrate.

So, dear Dinosaurs, you might have some points but staying away from social media is commercial suicide.
Dear Tigers, don’t get satisfied by the number of  likers and followers you have. Bring them in a place where you can convert them. Go and see what Betagroup is doing with our Dialogfeed : http://coworking.betagroup.be/community.html
Dear sheep, just go and watch what Touring is doing with our dialogfeed on their homepage : Touring.be

Altimeter did interview 140 Corporate socialmedia strategists in the US about their priority in 2011 and their top priority is about bringing the conversations back on their websites. Act now.

Patrick Willemarck

Posted via email from Dialog or Death

30 vidéos pour maitriser les médias sociaux [récap]

2011-05-30T20:57:00.003+02:00

via Loic Le Meur [fr]
J'espere que ces 30 vidéos pour apprendre à promouvoir sa marque sur les medias sociaux vous ont plu, les voici sur une seule ... Read More >>
Posted via email from Patrick Willemarck's Pulse

The Marketer’s Biggest Mistake

2011-05-30T20:57:00.001+02:00

via chrisbrogan.com
What we tend to do wrong when we market is we think we’re selling to ourselves. We think our buyer thinks like us. We ... Read More >>
Posted via email from Patrick Willemarck's Pulse

The Opulence Bubble

2011-05-30T20:56:00.007+02:00

via Umair Haque
Here's a question: What if, just maybe, it's our way of life itself that's a bubble? To illustrate why I... Read More >>
Posted via email from Patrick Willemarck's Pulse

Power to the People: A New Mantra of Business

2011-05-30T20:56:00.005+02:00

via Brian Solis
Exhibitor Magazine ran a feature story on new media and how it is changing the world of event marketing. In our discussion, we ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Internet des objets : retour vers le futur

2011-05-30T20:56:00.003+02:00

via La Social Newsroom
Je reviens d’une visite passionnante chez l’ami Michel Levy-Provençal, ex Rue 89 et France 24, et co-fondateur de ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Thank You, Social Media!

2011-05-30T20:56:00.001+02:00

via Social Media Explorer
Life is astonishing. Be grateful for every tiny aspect of it! Social technologies and Web 2.0 applications change us more than ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Google lance son bouton "like"

2011-04-01T17:23:00.001+02:00

La vidéo explique comment ça marche : http://www.google.com/+1/button/
Pas idiot quand on sait que Google reste le moteur de recherche le plus utilisé.
Mélanger l'avis de la masse à celui de mes connaissances, c'est rendre les recommandation doublement valides.

Avoir une opinion valide va être vitale. Parce que les mais sur Facebook n'offre pas cela. Il n'y aurait que 20% des 130 amis que quelqu'un a en moyenne qui seraient connu. Cela réduit la notion d'ami Facebook mais aussi le potentiel de rayonnement des amis.
A suivre.
-

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Clinton and the freedom to connect

2011-02-20T14:12:00.001+01:00

via BuzzMachine
In her second major speech on internet freedom, I’m delighted that Secretary of State Hillary Clinton stood for the ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Steve Jobs Doesn’t Want to Kill Publishers, But Apple’s Subscription Strategy Will

2011-02-20T14:09:00.001+01:00

via TechCrunch
Publishers have been struggling for years. Now local newspapers, magazines and even the New York Times, that Grey Lady, are ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Welcome to the Age of Dilemma

2011-02-20T14:01:00.001+01:00

via Umair Haque
Another week, another potentially destabilizing global mini-crisis. This time, it's (yet another) global food crisis: food ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Google, Social, and Facebook: One Ring Does Not Rule Them All

2011-02-20T13:57:00.001+01:00

via John Battelle's Searchblog
When I read Google announcements like this one, An update to Google Social Search, I find myself wondering why Google doesn't ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Do We Trust The Government With The Internet?

2011-02-20T13:56:00.001+01:00

via John Battelle's Searchblog
As you all know each day I summarize links I find worth reading, toss in a few lines of offhand commentary, and send it out as ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Hot Or Not: Disruptive Technologies To Watch in 2011, Part 1: The Framework

2011-02-20T13:54:00.001+01:00

via Charlene Li
Last month, I gave a presentation on the top disruptive technologies to watch at the SFAMA monthly meeting. One of the things I ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Malcom Gladwell, Your Slip is Showing

2011-02-06T11:35:00.001+01:00

via Brian Solis
Solidarity Time is always limited, but in these historic times, I wished to add perspective in the hopes of moving this ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Background of the Corporate Social Strategist: Educated, with a Focus on Communications and Marketing

2011-02-06T11:25:00.001+01:00

via Web Strategy by Jeremiah Owyang | Social Media, Web Marketing
The following data and insights is just a subset from Altimeter’s recent in-depth report on the primary business ... Read More >>
Posted via email from Patrick Willemarck's Pulse

“Curation is the new search”… et le nouveau média

2011-01-28T07:29:00.001+01:00

via La Social Newsroom
En France, dès que l’on prononce le mot “curation”, les gens s’énervent. Il n’y a pourtant pas ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Process: A Pragmatic Approach to Social Business

2011-01-28T07:21:00.001+01:00

via Web Strategy by Jeremiah Owyang | Social Media, Web Marketing
Companies Who Start With Implementation Are At Risk. In a frantic hurry to catch up with customers, companies often jump into ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Quora, le réseau social de la connaissance

2011-01-15T09:59:00.001+01:00

Vous connaissez Quora? Faites vous inviter. Une évolution qui montre à quel point le métier de rp et tout ce qui touche à la corporate reputation va changer en cahngeant notamment la pratique du journalisme ou le communutage viendr remplacer le reportage. Huftington post montre l'exemple, la DH en Belgique, aussi. Avec sa rubrique "consomm'et vous" où les journalistes accèdent à une communauté privée de consommateurs belges experts (une des solutions que nous offrons chez Dialog Solutions) ils font du communautage. Avec Quora, la communauté est ouverte, accesible à tous. Qui l'emportera, les developements ouverts ou les dévelopements fermés. Tant que l'entreprise travaille sur des élements stratégiques , elle a intérêt à s'ouvrir et solliciter ses stakeholders mais dans un environnement fermé et sûr. Qu'en pensez-vous ?
9 Ways to Get More Out of Quora
http://mashable.com/2011/01/14/get-more-out-of-quora/
(Sent from Flipboard)

Posted via email from Dialog or Death

Article: Case Study: How Google Sells Its Free Products

2011-01-15T09:29:00.001+01:00

Interessant article sur les campagnes Google et ce qu'on peut en retenir. Rien de bien nouveau sous le ciel publicitaire. Une redecouverte des vieilles recettes par les geeks.
Case Study: How Google Sells Its Free Products
http://mashable.com/?p=496839
(Sent from Flipboard)
Sent from my iPad

Posted via email from Dialog or Death

Best of 2010: The Future of Business is Social

2011-01-08T10:26:00.001+01:00

via Brian Solis
Social media and marketing have become synonymous over the years. At the same time, social media is placing the customer back ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Quelques tendances médias pour 2011

2011-01-08T10:06:00.001+01:00

via La Social Newsroom
Je n’ai jamais été très bon au jeu des prévisions et, comme tout le monde, je me trompe une fois sur deux. C’est la ... Read More >>
Posted via email from Patrick Willemarck's Pulse

In Social Media, Failing to Plan is Planning to Fail

2011-01-08T10:01:00.001+01:00

via Brian Solis
I’ve received many inbound requests for comments based on a report from Gartner, an IT analyst firm, that estimates as ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Has Pepsi's Refresh Project Been Compromised By Cheaters?

2011-01-08T09:53:00.001+01:00

via Fast Company
All is not well with the Pepsi Refresh Project, an online cause marketing campaign that allows participants to vote on where ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Slides: Social Business Forecast: 2011 The Year of Integration (LeWeb Keynote)

2010-12-19T11:14:00.001+01:00

via Web Strategy by Jeremiah Owyang | Social Media, Web Marketing
Research reveals corporations to focus on integration, staffing, advertising, and measurement in 2011. I’m sharing these ... Read More >>
Posted via email from Patrick Willemarck's Pulse

"Underdog" Bing Talks Facebook Partnership, Google Rivalry

2010-12-19T11:04:00.001+01:00

via Fast Company
Google is the world's largest search engine, but an unlikely competitor, Microsoft Bing--the industry's scrappy "underdog," ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Is Groupon Worth Six Billion Dollars?

2010-12-19T11:01:00.001+01:00

via The New Yorker
The history of the Internet is, in part, a series of opportunities missed: the major record labels let Apple take over the ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Where's your platform?

2010-12-09T08:51:00.003+01:00

via Seth's Blog
That needs to be the goal when you seek out a job. Bob Dylan earned the right to make records, and instead of using it to ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Wikileaks: Power shifts from secrecy to transparency

2010-12-09T08:51:00.001+01:00

via BuzzMachine
Welt am Sontag in Germany asked me for an op-ed on Wikileaks. Here it is, auf Englisch. Hier, auf Deutsch. Government should be ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Why WikiLeaks Matters More (And Less) than You Think

2010-12-09T08:45:00.001+01:00

via Umair Haque
Rather than seeing WikiLeaks through the lens of morality or national security, let's look at it through an institutional ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Google Chrome vs. Microsoft Windows: Browser Battle Escalates to OS War

2010-12-09T08:39:00.001+01:00

via Fast Company
Google unveiled its new Chrome browser and OS Tuesday. Its ultimate aim? To make Microsoft's market share monopoly sleep with ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Who's Sticking With WikiLeaks?

2010-12-08T09:24:00.001+01:00

via Fast Company
... And who has suddenly jumped ship now that founder Julian Assange has been arrested? Our handy infographic helps you see how ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Google Unveils Chrome OS, New Browser, Web Store Apps

2010-12-08T09:23:00.001+01:00

via Fast Company
Today, Google spent hours and hours unveiling its latest products, software, and features, but it all could have been summed up ... Read More >>
Posted via email from Patrick Willemarck's Pulse

November 2010 | EXCEPTIONALL

2010-11-28T21:30:00.001+01:00

via trendwatching.com
With the entire world now battling it out in the consumer arena, exceptional innovations are popping up on a truly global ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Social Media. Get Over It.

2010-11-28T21:22:00.001+01:00

via Social Media Explorer
Editor’s Note: The following is a guest post from Ilana Rabinowitz, Vice-President of Marketing for Lion Brand Yarn ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Mark Zuckerberg at Web 2 - A Maturing CEO

2010-11-28T21:19:00.001+01:00

via John Battelle's Searchblog
This third conversation with Mark Zuckerberg was, to my mind, the best so far, and YouTube seems to agree, as it's got more ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Change Generation: Josh Williams, Co-founder and CEO, Gowalla

2010-11-28T21:18:00.001+01:00

via Fast Company
Josh Williams liked to travel, and explore, and he wanted others to embrace that same spirit--and what it means--in a social ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Google and the Rise of Facebook

2010-11-24T08:55:00.001+01:00

via Brian Solis
In 2007 I said that Facebook would be the home page for your personal brand. Now it seems that Facebook is officially setting ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Facebook Email Coming Monday with Office Web Apps Integration

2010-11-12T18:22:00.001+01:00

via ReadWriteWeb
Facebook is having another one of its all-hands-on-deck press events next Monday and the speculation this time around, a la the ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Apple-Twitter Partnership a Win-Win: Why Didn't Facebook Take the Deal?

2010-11-12T18:20:00.001+01:00

via Fast Company
Today, Apple's Ping service unveiled a new partnership with Twitter, which we're dying to call Twing (or Pitter). The deal ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Hulu’s Kilar: We’re Going to Make You Love Ads

2010-11-11T00:04:00.001+01:00

via Fast Company
Commercials will be an inevitable part of online television, says Jason Kilar. Here are three ways Hulu is trying to make them ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Why Facebook Browsing Annihilates Web Browsing

2010-11-09T07:44:00.001+01:00

via Fast Company
Recent research suggests that Facebook is overtaking search engines in terms of "time spent" on the web. Want to see where ... Read More >>
Posted via email from Patrick Willemarck's Pulse

The Times dévoile les chiffres de son “mur payant”: succès ou pas ?

2010-11-06T21:56:00.003+01:00

via La Social Newsroom
Ruppert Murdoch vient enfin de publier ses résultats, cinq mois après le passage du Times à 100% derrière un mur payant ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Déconnecter la TV

2010-11-06T21:56:00.001+01:00

via La Social Newsroom
J’inaugure avec ce billet un nouveau rendez-vous dans la Social Newsroom. Ponctuellement, au gré des rencontres, ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Industry Reference: The Social Business Stack for 2011 (Slideshare)

2010-11-06T21:47:00.001+01:00

via Web Strategy by Jeremiah Owyang | Social Media, Web Marketing
Below is an embedded powerpoint. If you can’t see it (perhaps from email) please see the blog post to access the ... Read More >>
Posted via email from Patrick Willemarck's Pulse

3 Challenges for Enterprise 2.0 Now That It's Gone Mainstream

2010-11-06T21:42:00.001+01:00

via ReadWriteWeb
Andrew McAfee, who coined the term "enterprise 2.0," wrote yesterday that he found himself "preaching to the converted" for ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Revenge of the Cabbie: Microsoft Uses Taxi Knowledge to Beat Google Maps

2010-11-06T21:38:00.001+01:00

via Fast Company
A new research project from Microsoft taps taxi drivers' navigational wisdom in an effort to give people smarter driving ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Solutions locales pour un désordre global, un film de Coline Sérreau qui sort en DVD aujourd'hui. Dommage que ce ne soit pas plus participatif.

2010-11-02T11:02:00.001+01:00

Voici la bande annonce à ne pas manquer sur YouTube :

Le DVD sort le 2 novembre. Ce n'est pas un film de dialogue mais c'est aux antipodes des films d'évangélisation à la Hulot.Ici on a l'impression de rencontrer des experts, des philosophes, des engagés dans leur cuisine. On se sent plus proche et ensuite on peut aller plus loin en se rendant sur le site ou la page Facebook.

C'est juste dommage que tout cela ne soit pas plus participatif.

Cela viendra peut-être.

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Solutions locales pour un désordre global, un film de Coline Sérreau qui passe encore au Vendôme. Daommage que ce ne soit pas plus participatif.

2010-10-28T11:07:00.001+02:00

Voici la bande annonce à ne pas manquer sur YouTube :

Le DVD sort le 2 novembre. Ce n'est pas un film de dialogue mais c'est aux antipodes des films d'évangélisation à la Hulot.Ici on a l'impression de rencontrer des experts, des philosophes, des engagés dans leur cuisine. On se sent plus proche et ensuite on peut aller plus loin en se rendant sur le site ou la page Facebook.

C'est juste dommage que tout cela ne soit pas plus participatif.

Cela viendra peut-être.

Posted via email from Dialog or Death

Solutions locales pour un désordre global, un film à voir, il passe encore au Vendôme.

2010-10-27T23:37:00.001+02:00

Voici la bande annonce à ne pas manquer sur YouTube :

Posted via email from Dialog or Death

Interesting thoughts about the future of social Media.

2010-10-26T20:02:00.001+02:00

Pincus: In Five Years, Connections Will Be To Each Other, Not The Web; We’ll Be Dial Tones
http://techcrunch.com/2010/10/21/pincus-web-connections/
(Sent from Flipboard)
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Facebook : Terrain de chasse pour narcissiques - CareVox ((delay : One day))

2010-10-26T14:11:00.001+02:00

http://www.carevox.fr/psycho-sexo/article/facebook-terrain-de-chasse-pour
L'étude est américaine et semble vérifiée d'autre part. L'entreprise qui ouvre sa page sur Facebook est forcément souvent narcissique. La question qui reste est de savoir si les consommateurs narcissiques sont de bons clients ou au contraire les néopathes de la consommation profondément infidèles.
Quant à l'entreprise narcissique, elles ne le sont pas toutes. Je vous encourage à aller voir la page Facebook d'une petite PME française, archiduchesse, qui dialogue. L'entreprise s'est construite exclusivement sur le bouche à oreilles au départ de Facebook. Le fondateur partage ses états d'âmes, ses chiffres, ses envies sur la page des fans! Le rets de l'équipe embraie de temps en temps! Allez voir sur www.Facebook.com/archiduchesse, ils sont petits, c'est le début mais c'est une source d'inspiration pour le Media social. Les plus de 6000 fans sont-ils narcissiques. Je vais lui poser la question sur sa page. On verra.

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Pour ceux qui testent la Kinect sur Brandialog.com, vois la campagne de lancement

2010-10-23T10:17:00.001+02:00

The Microsoft Kinect is two weeks away from commercial availability and the company is expected to spend up to $500 million advertising this new touch-free body-as-controller interface for the XBox. Motion control of a computer interface is likely to spread far and wide and today we see the first TV commercials that will aim to bring this kind of technology into the lives of everyday people.

The videos below are compelling. The consequences of a big splash by this $150 peripheral device could go far beyond the XBox, though.

The Boring Way to Look at Kinect

"The key challenge for Microsoft Xbox at this point in the console lifecycle is to reignite stagnating Xbox 360 sales and that is easiest done by expanding and extending the Xbox footprint beyond the hardcore gamer segment," wrote Martin Olausson of Strategy Analytics this Summer when the Kinect was unveiled. "Hence it is focusing on the social gamer segment with the Kinect platform. Strategically we believe Xbox has made the correct decision in focusing on non-traditional segments with Kinect (while at the same time strengthening the roster of hardcore games to appease the traditional segment) as this approach has the greatest potential for expanding its console footprint."

Olausson focuses on the short-term business implications for Microsoft and the company's marketing strategy. Do you think the videos below do a good job of speaking to the types of people Olausson says are being targeted?

The Very Excited Way to Look at Kinect

Some people look beyond the XBox right away, though. "Kinect is to multitouch user interfaces what the mouse was to DOS," Forrester's James McQuivey wrote this week in a post titled Get Ready For Kinect To Completely Change Our Lives. "It is a transformative change in the user experience, the interposition of a new and dramatically natural way to interact -- not just with TV, not just with computers -- but with every machine that we will conceive of in the future. This permits us entry to the Era of Experience, the next phase of human economic development."

Could this kind of technology be an important interface for the Internet of Things? That's an interesting argument.

Ready?

Discuss

Read Write Web by Marshall Kirkpatrick 23 octobre 2010 00:04

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Citibank First le leader de l'innovation en cartes de crédits avec cette carte 2G

2010-10-23T09:58:00.001+02:00

Pendant que la DH interroge le public belge sur les paiements en ligne, mashable nous révèle cette innovation de Citibank qui n'est qu'un premier baby sep dans un marché où l'innovation est assez rare. Qu'en pensez-vous?

Next month, Citibank will begin testing Card 2.0, a groundbreaking new credit and debit card device that securely links multiple accounts.
These futuristic cards stole the show at the DEMO startup conference last month in Silicon Valley. The cards have embedded buttons and graphic displays, yet they’re as thin and flexible as a normal credit card.
Citi’s version of the card will allow users to select between two buttons on the card at the register. One button will let the user pay with reward points; the other button lets them pay with credit. Cardholders can pay with rewards points anywhere their Citi credit card is accepted.
The cards will be called 2G (as in “second generation,” a naming convention similar to that of other mobile gadgets); each one will contain a chip and a battery with about four years of life.
Citi’s employees have been testing 2G cards since May, according to reports, and the bank plans to roll the cards out to its customer base in mid- to late 2011. Some cardholders will be selected to start using 2G cards now.
Citi’s Dividend Platinum Select MasterCard and its PremierPass Elite are both rewards-focused cards; they’ll be the first to be offered as 2G cards.
Jeff Mullen is CEO of Dynamics, Inc., the company behind the cards. He told The New York Times that Citi’s 2G cards were mere baby steps, saying, “We are just scratching the surface with what these cards can do with these initial products… We are trying to be the innovation arm of an industry that has never had one.”
Here’s a demonstration of how some other Card 2.0 products work:
What do you think of Citi’s first “baby steps” with Card 2.0 products? Would the availability of these kinds of cards influence your banking decisions? Let us know what you think in the comments.
More About: banking, card 2.0, citibank, credit cards, Dynamics, personal finance
For more Tech coverage:
Follow Mashable Tech on Twitter

Mashable! by Jolie O'Dell 23 octobre 2010 07:37

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Starbucks Launches Digital Network, Exclusive Content with Your Free WiFi (and Oh Yeah, Coffee)

2010-10-21T11:29:00.001+02:00

via ReadWriteWeb
Starbucks announces the launch of the Starbucks Digital Network today. Powered by the free Starbucks WiFi, the digital network ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Marketing Can Do Better

2010-10-21T09:21:00.001+02:00

via Umair Haque
Why are so many marketing campaigns brand-destroyers and money-losers? Why is "branding" becoming a devalued asset, whose ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Marques sur Facebook : deux leçons pour les médias

2010-10-17T22:44:00.001+02:00

via La Social Newsroom
Dans une étude, l’agence DDB Worldwide note que si 20 millions d’utilisateurs deviennent chaque jour fan ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Will You Lead, Follow, Ignore? The Choice is Yours

2010-10-17T22:41:00.001+02:00

via Brian Solis
Yes, while it’s a bit dramatic, its design is intentional. This is a rare moment in history where, if we take ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Ther is allais morebtalent outsider a company than inside. An exemple here, from Philips looping for designers.

2010-10-16T23:07:00.001+02:00

Philips Invites You to Design the Next Ironing Steam Generator
http://pulsene.ws/9cKG

For its 2010 design competition, Philips is inviting you to design the next steam generating iron. The goal is to come up ...
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« Si tu dis que tu m’aimes, je te fuis, si je dis je t’aime, je te suis. » Une sage leçon de marketing, non ?

2010-10-16T13:28:00.001+02:00

Je vous invite à découvrir le livre Blanc Edelman 8095 Vous pouvez télécharger l'étude faite au niveau mondial sur les gens nés entre 1980 et 1995.
Les Millenials, vous pouvez les ignorer. Vous pouvez aussi vous dire que la Belgique est une exception. Et que de toute façon, les populations sont vieillissantes et que ce sont les vieux qui ont l’argent. Mais vous ne pourrez pas tenir ce discours bien longtemps. Au niveau mondial, ils représentent un tiers de la population. 65% d’ente eux se déconnectent une heure par jour maximum. Les premiers d’entre eux viennent d’accéder à la trentaine, la famille, l’emprunt hypothécaire et la carrière qui s’ébauche quand ce n’est pas une start-up. Les marques sont importantes pour eux. 82% d’entre eux adhèrent à une communauté liée à une marque et 25% sont membres de 7 communautés différentes.

Si la marque est importante dans leur vie, la façon de l’acheter change. 50% d’entre eux font appel à 4 sources différentes avant de prendre une décision. Et la plupart du temps, ils vont à la recherche de l’avis d’un pair. Le bouche à oreille est le média le plus puissant et avec le social media, cela ne fera que s’amplifier. Ils sont 80% à interagir et à s’exprimer au nom d’une marque et dans 50% des cas c’est de nature positive, ouf. Il ne reste donc plus qu’à attirer ces gens-là, se disent les mass-marketers. Le broadcaster et/ou le mass-marketer vont donc tenter de récolter un maximum d’adresses et de profils afin de pouvoir bombarder chaque segment d’invitations à venir tester, acheter ou rejoindre une communauté. Oui, sauf que les millenials sont inondés d’informations et qu’ils la filtrent.

L’information fiable leur parvient via des pairs en qui ils ont confiance. Il faudra donc d’abord gagner la confiance et elle ne se transmet pas d’un broadcaster à une marque. « Ce n’est pas, non plus, parce que je vois une marque sur Facebook que je lui ferai confiance. Tout dépendra de la façon dont elle m’aborde et si je sens la moindre tentative ou intention de me fourguer quelque chose, je fuirai. Si j’t’aime, je te suis, chère marque mais si tu m’aimes, je te fuis…parce que j’ai peu de raisons d’y croire, » nous dit le public. Pour gagner la confiance, il faudra donner du sens aux choses et aux actions. Une communauté se crée autour d’un intérêt commun et une marque si importante soit-elle, ne suffit pas. Il faut s’engager dans une relation. Donner des preuves.

Croire encore au le modèle « push » et au type d’entreprise que nous connaissons pour assurer une quelconque prospérité demain revient à peu de choses près au même que vouloir éteindre un incendie en s’appellant Manneken Pis. Il a juste éteint la mèche d’une bombe, et pour le magasin L’innovation, il n’a pas pu faire grand chose. Si Manneken Pis ne vous convainc pas, souvenez-vous des 1435 entreprises observées pendant 10 ans et dont seuls 9% ont réussi à performer mieux que la moyenne de leur marché.

Dans le monde hyperinformé dans lequel nous sommes, les millenials et les marketers courent un risque énorme, c’est celui de la multiplication des stéréotypes. Le stéréotype est l’élément clé de la communication et du transfert de culture. Il contribue à la construction de l’identitaire et du sentiment d’appartenance. Il se nourrit des mémoires collectives et individuelles et les nourrit. Il les nourrira de plus en plus. Le stéréotype se reproduit à l’identique et devient un déclencheur de sens mais aussi d’uniformité. Cela a fait le bonheur du marketing dans le passé mais ce n’est pas bon pour le marketing de demain. Le nombre de « me-too products » en témoigne. Le stéréotype se propage par mimétisme. On fait comme l’autre parce que c’est rassurant. Ce pourrait être favorable à la création de communautés.

Mais une communauté ne se crée pas par de manière durable par mimétisme. Il faut de l’empathie pour que ça dure. Et l’empathie nécessite de l’engagement et du sens. Tout le monde peut ouvrir un compte Twitter, une page Facebook et engager un Conversation Manager mais personne ne pourra échapper au fait qu’il faudra d’abord redonner du sens à ce que nous faisons , à ce que nous vendons et à ce que nous produisons. Ceux qui arriveront à créer cette empathie avec leur public verront des communautés se créer d’elles-mêmes. Nutella est la marque la plus plébliscitée sur Facebook et ils n’ont rien fait de spécifique pour ça, même pas une page où le public serait inviter à cliquer sur un « like ». La morale de l’histoire : sortons du mimétisme, produisons des choses inimitables et pleine de sens et souvenons nous de la sagesse du consommateur : « Si tu dis que tu m’aimes, je te fuis, si je dis je t’aime, je te suis. »

Vous me suivez ?

©Patrick Willemarck, Octobre 2010 pour Media Marketing

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A leasing PR Agency tells us what's changing in their business and your company's reputation

2010-10-14T21:03:00.001+02:00

Edelman Introduces 8095 | Edelman Digital
http://edelmandigital.com/2010/10/14/edelman-introduces-8095/
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Obsessed by ROI, here is the value of shared links, At least, an indication.

2010-10-14T20:32:00.001+02:00

For One Company, Facebook Sharing Beats Twitter, LinkedIn and Email [Voices]
ALL THINGS DIGITAL | (null)
http://pulsene.ws/9aiH
What kind of social sharing is most valuable to a business? Well, ticket sales startup Eventbrite measured the additional ...
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Like Button Best Practices

2010-10-14T20:23:00.001+02:00

The US Word of mouth marketing association raises an interesting point. Why do marketers like "like" buttons?
Most are still, for whatever good reason, "push model" addicts. They want to identifie best prospects in order to bombard them with unique offers. I'm not sure best prospects stil want this. Statistics about search engines show that links, hence liekable links, are growingly (+40%) found through sharing on social networks or by simply googling but less and less through pushy mails or newsletters. They might not be dead yet but they're close to obsolescence. So, I believe, that "like button" offer indeed an opportunity one couldn't miss : the opportunity to engage which serves sales objectives, awareness and loyalty.
At Dialog Solutions, we regularly engage with consumers and get them testing and reviewing products in a secured environment. Once they feel involved, they get committed to the brand or product and we and our clients think it's a valuable assets.
Now what do you think? Do you like it?
Patrick

Like Button Best Practices
THE WOMMA WORD | (null)
http://pulsene.ws/9nt8

For marketers, the Like button is gold. It is a very simple method for consumers to raise their hands and say, "You should ...

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Who owns a brand? Gap shows the Power of reversed markets lie coca-cola did experience it

2010-10-13T09:03:00.001+02:00

Years ago, long time before the birth of social media, the CocaCola cy tried to lunch a new coke. They had to sep back and keep the classic and beloved one In front of the public's reaction In the réal world.
Last Week, Gap decided to change it's logo. The kind of decision that is often taken into a boardroom while it's losing vision.
I don't know what was Gap's motivation, but it's quite clear that the public doesn't want it. Before you touch your brand, try to involve and engage with the lead users amongst your clients, they will help you finding and selling the most relevant decision. Once involved, they will commit and act as ambassador. Gap missed a chance and wasted money whist isn't praised in a recession. Digg made the same mistake.
Read the article below and tell me what you think.
Gap, Digg.com: How to Respond to Critics
FAST COMPANY | (null)
http://pulsene.ws/90xe

Back in August, social news aggregator Digg.com redesigned its service. The makeover was met with near-universal backlash, ...

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Google's Marissa Mayer to Take Over Geo and Local Services

2010-10-13T08:45:00.001+02:00

via Fast Company
The folks in Mountain View assign their "star general" to the location game. Location, location, location. It’s always been ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Facebook Groups Give Rise to Social Nicheworking

2010-10-12T07:35:00.001+02:00

via Brian Solis
Facebook announced a new platform for Facebook Groups recently. Rather than jump into the fray to share my immediate reactions, ... Read More >>
Posted via email from Patrick Willemarck's Pulse

Poll: Why The Boss Sucks, By Employees

2010-10-12T07:34:00.001+02:00

via Fast Company
Earlier today, we revealed which CEOs, celebrities, and politicians were considered the most wanted bosses, according to a new ... Read More >>
Posted via email from Patrick Willemarck's Pulse

The Gap Logo Debacle: A Half-Brained Mistake

2010-10-10T19:48:00.001+02:00

Une belle réflexion sur l'équilibre à maintenir entre le design, la création, les testicules et l'implication du public. La masse accouchera toujours d'un chameau, le test ne donnera jamais qu'un éclairage. Par contre une relation engagée avec tous les stakeholders permet d'avancer. Le problème de Gap, c'est le cloisonnement des départements et des processus de décision interne. C'est mon avis, voici ce qu'en pense Umair Haque.
The Gap Logo Debacle: A Half-Brained Mistake
UMAIR HAQUE | (null)
http://pulsene.ws/8u6a
Mais je vous propose aussi de lire ce témoignage de Don Norman dans core77, il a débuté chez Apple et distingue l'importance du design conceptuel et stratégique par rapport au design d' implémentation au quotidien comme le redesign d'un logo ou d'une voiture. http://www.core77.com/blog/columns/design_without_designers_17587.asp?utm_sou...
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Article: Huge LinkedIn Revamp Puts It Into Direct Competition With Facebook And Twitter

2010-10-09T21:54:00.001+02:00

Huge LinkedIn Revamp Puts It Into Direct Competition With Facebook And Twitter
http://www.businessinsider.com/huge-linkedin-revamp-puts-it-into-direct-competition-with-facebook-and-twitter-2010-9
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Mercedes Recalls 85,000 Cars for Steering Problem. After Toyota and BMW, are the worldwide most reliable cars dysfunctionning or is it just their marketers?

2010-10-09T21:53:00.003+02:00

After Toyota and recently BMW, the famous most reliable cars seem to suffer from serious dysfunctions. Is this going to affect their image? Tracking on Toyota shows it won't. As far as BMW is concerned, its reliable image seems afected but everybody praised the recall of potentially deficient cars. The same thing will happen with Mercedes and, at the end, the three car makes will end up with a stronger image as before because it's going to be a relationship built on TRUST. Trust is the cement of any relationship. Mercedes, BMW, Toyota use social Media to Be transparent and gain trust. Consumers are employees . They know no company's perfect. They doubt about those claiming they are. Brands are lie humang beings, none is perfect but those we love are the ones who care and stay humble.
Mercedes Recalls 85,000 Cars for Steering Problem
NYT > HOME PAGE | (null)
http://pulsene.ws/8mhT
Shared via Pulse, an awesome news reader for iPad, iPhone and Android. Check it out!
Patrick

Posted via email from Dialog or Death

Mercedes Recalls 85,000 Cars for Steering Problem. After Toyota and BMW, are the worldwide most reliable cars dysfunctionning or is it just their marketers?

2010-10-09T21:53:00.001+02:00

After Toyota and recently BMW, the famous most reliable cars seem to suffer from serious dysfunctions. Is this going to affect their image? Tracking on Toyota shows it won't. As far as BMW is concerned, its reliable image seems afected but everybody praised the recall of potentially deficient cars. The same thing will happen with Mercedes and, at the end, the three car makes will end up with a stronger image as before because it's going to be a relationship built on TRUST. Trust is the cement of any relationship. Mercedes, BMW, Toyota use social Media to Be transparent and gain trust. Consumers are employees . They know no company's perfect. They doubt about those claiming they are. Brands are lie humang beings, none is perfect but those we love are the ones who care and stay humble.
Mercedes Recalls 85,000 Cars for Steering Problem
NYT > HOME PAGE | (null)
http://pulsene.ws/8mhT
Shared via Pulse, an awesome news reader for iPad, iPhone and Android. Check it out!
Patrick

Posted via email from Dialog or Death

Facebook Addresses Instrumentation & Trust - Goal: Win In the "Non Facebook Web"

2010-10-09T21:52:00.001+02:00

La preuve de l'importance de la confiance. J'en parlais pour 3 marques automobiles dans le dernier post. Ici, c'est Facebook qui le démontre. Tard sans doute mais mieux vaut tard que jamais. La monnaie du social web, c'est le lei n et la qualité du lien est une fonction de la confiance.
Facebook Addresses Instrumentation & Trust - Goal: Win In the "Non Facebook Web"
JOHN BATTELLE'S SEARCHBLOG | (null)
http://pulsene.ws/8tzJ

Today Facebook made several announcements that begin to address key issues I've written about many times: With "New Groups" the ...
Posted via email from Dialog or Death

The Gap Logo Debacle: A Half-Brained Mistake

2010-10-09T21:48:00.001+02:00

Une belle réflexion sur l'équilibre à maintenir entre le design, la création, les testicules et l'implication du public. La masse accouchera toujours d'un chameau, le test ne donnera jamais qu'un éclairage. Par contre une relation engagée avec tous les stakeholders permet d'avancer. Le problème de Gap, c'est le cloisonnement des départements et des processus de décision interne. C'est mon avis, voici ce qu'en pense Umair Haque.
The Gap Logo Debacle: A Half-Brained Mistake
UMAIR HAQUE | (null)
http://pulsene.ws/8u6a

Here's a thought: 21st century organizations need not just half a brain — but a whole, full, complete brain, where...
Posted via email from Dialog or Death

Facebook Addresses Instrumentation & Trust - Goal: Win In the "Non Facebook Web"

2010-10-09T21:40:00.001+02:00

La preuve de l'importance de la confiance. J'en parlais pour 3 marques automobiles dans le dernier post. Ici, c'est Facebook qui le démontre. Tard sans doute mais mieux vaut tard que jamais. La monnaie du social web, c'est le lei n et la qualité du lien est une fonction de la confiance.
Facebook Addresses Instrumentation & Trust - Goal: Win In the "Non Facebook Web"
JOHN BATTELLE'S SEARCHBLOG | (null)
http://pulsene.ws/8tzJ

Today Facebook made several announcements that begin to address key issues I've written about many times: With "New Groups" the ...
Posted via email from Dialog or Death

Mercedes Recalls 85,000 Cars for Steering Problem. After Toyota and BMW, are the worldwide most reliable cars dysfunctionning or is it just their marketers?

2010-10-09T21:28:00.001+02:00

After Toyota and recently BMW, the famous most reliable cars seem to suffer from serious dysfunctions. Is this going to affect their image? Tracking on Toyota shows it won't. As far as BMW is concerned, its reliable image seems afected but everybody praised the recall of potentially deficient cars. The same thing will happen with Mercedes and, at the end, the three car makes will end up with a stronger image as before because it's going to be a relationship built on TRUST. Trust is the cement of any relationship. Mercedes, BMW, Toyota use social Media to Be transparent and gain trust. Consumers are employees . They know no company's perfect. They doubt about those claiming they are. Brands are lie humang beings, none is perfect but those we love are the ones who care and stay humble.
Mercedes Recalls 85,000 Cars for Steering Problem
NYT > HOME PAGE | (null)
http://pulsene.ws/8mhT
Shared via Pulse, an awesome news reader for iPad, iPhone and Android. Check it out!
Patrick

Posted via email from Dialog or Death

Mon blog est CO2 Neutral

2010-10-08T08:11:00.001+02:00

Via le blog d' Amélie, je découvre cette initiative d'une association allemande, Mach's Grün, qui propose de replanter un arbre pour tout blogueur qui écrit un article sur leur initiative. Ils en ont déjà planté plus de 42000 et veulent atteindre le million. Si la démarche vous intéresse, allez sur le site en cliquant sur le logo à droite dans mon profil ou ci-dessous. Un arbre planté compense les émissions en CO2 d'un blog pendant 50 ans. Je ne pense pas que j'écrirai encore sur ce blog dans 50 ans mais on ne sait jamais;-)

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Article: Huge LinkedIn Revamp Puts It Into Direct Competition With Facebook And Twitter

2010-09-30T21:45:00.001+02:00

Huge LinkedIn Revamp Puts It Into Direct Competition With Facebook And Twitter
http://www.businessinsider.com/huge-linkedin-revamp-puts-it-into-direct-competition-with-facebook-and-twitter-2010-9
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How Social Media Marketers Can Convert Attention Into Action, a good post from Brian Solis

2010-09-29T22:17:00.001+02:00

Good To see that even in advanced countries In ter of social media what marketer miss are people who CAN help them building business cases. Conversing is One thing. Being on Facebook is another one. But how do you create value? Read the post or give a try @ dialog solutions ;-)
-->How Social Media Marketers Can Convert Attention Into Action

Brian Solis is the author of Engage, and a leading authority in digital branding and marketing. Connect with him on Twitter or Facebook.
According to a recent report, while upwards of 70% of businesses are said to operate under a formalized social media strategy, many plans don’t include measurable goals. Gimmicks, viral videos, and creative campaigns aside, social media marketers must learn to introduce “clicks to action” and outcomes that steer consumer experiences toward desirable results.
Engagement through conversation is a start, but reaching people where their attention is focused and compelling them to take an action is powerful. Clearly defined objectives and milestones, combined with a little conversion science, will increase the value of engagement and drive desired outcomes.
Conversion Science: Actions Speak Louder Than “Likes”
As social networks are rooted in conversations and connections, denizens are open to the idea of business participation as long as they do so authentically and transparently. Talk is cheap however, and actions speak louder than words. As such, the opportunity to convert attention into impact is largely untapped. Many of the celebrated examples in commercial social media have yet to define what it is that they hope to accomplish and measure beyond conversations, views, comments, RTs, Likes, and the population of their “tribe.”
Once attention is captivated, the real question is, what are you going to do with it?
The answer is to introduce a “call to action” in new media to generate intentional outcomes. This is why conversion science is at the heart of the best digital campaigns today, as well as those that improve over time.
Conversion science is essentially the study of converting impressions into actions and how to then improve engagement and conversion rates over time. It’s through the introduction of conversion events that we can measure reactions. As such, the ever-elusive ROI in social media is not only measurable, it is perfectible. This is why conversion science is critical to success.
In order to convert attention into desirable outcomes, we must:
Create programs with an “end” in mind. What do you want to cause, change, inspire, sell, build, or organize?
Introduce conversion opportunities through existing and emerging touchpoints.
Learn where campaigns or click paths break down.
Measure performance.
Conversion science isn’t new. It’s how the best web professionals in search, e-commerce, design, analytics, advertising, and direct marketing achieve astounding results. Through the study of conversions and corresponding behavior, we learn to introduce meaningful and relevant initiatives each and every time.
Adapting on the Fly
The real-time nature of discovery, interaction, and sharing is influenced by many factors. How these factors impact the performance of the campaign is revealed only through study and experimentation, even while it’s underway.
This fine tuning improves the:
Definition of the actions we wish to trigger
Mechanisms to capture activity
Systems and channels we use to attract attention
Focus and caliber of the individuals who help us carry our intent and value across relevant social graphs
Relevance of the social objects we create and distribute online
For example, I was part of a team that lead a widely publicized campaign to raise the visibility of an important cause. Our goal was to raise awareness and donations, and by standard numbers alone, the campaign was deemed a huge success. The team however, took the cause to heart and felt that based on the number of total conversations and participants, the resulting donations could and should improve.
Conversion science was then employed to analyze the activity of those introduced to the program and what eventually led to donations or abandonment. We learned that while every facet of the campaign led to desirable actions, the click path from tweet to payment was far too cumbersome for the real-time web. It was easier to retweet and “Like” than it was to donate.
Fine tuning the words, click paths, and specifics of the intended outcomes allowed us to focus on awareness and donations separately. As a result, friction was removed, payment was simplified to appease the social web, and awareness and donations increased exponentially.
Data is a Fountain of Inspiration for Social Marketers
Conversion science fosters creativity and innovation through analysis and adaptation. Social media programs that are data driven are inspired by insight, not guesswork, and as such, will outperform any program driven only by great ideas. Analyzing, ideating, researching, and learning create a virtuous digital cycle that benefits business performance.
Perhaps one of the most profound benefits of introducing science and data into the mix is that they consist of the language spoken by the decision makers that greenlight our programs. Information can be presented in such a way that merits support and justifies larger budgets over time — just like everything else we do in business.
It is this marriage of data, analysis and creativity that saves time and energy in the design of social campaigns. As attention is scarce, conversion science helps us tell our story in a way that is consumable, shareable and actionable. As Elvis Presley once famously sang, “a little less conversation, a little more action.”
More Business Resources from Mashable:
- HOW TO: Advertise Inside Social Games on Facebook
- Top 5 Emerging Brand Trends on Facebook
- 6 Free Web Tools for Managing Time Differences
- 37 Productivity Tips for Working From Anywhere
- 3 Business Tools to Spice Up Boring Work Tasks
More About: analytics, business, MARKETING, metrics, monetization, small business, social media, social media marketing
For more Business coverage:
Follow Mashable Business on Twitter
Become a Fan on Facebook
Subscribe to the Business channel
Download our free apps for iPhone and iPad

Mashable! by Brian Solis 29 septembre 2010 00:11

Sent from my iPad

Posted via email from Dialog or Death

Eric Schmidt On The Future Of Search — A Move Towards A “Serendipity Engine” or how a CEO surfs on a min blowing business boom ' the Power of pull

2010-09-29T20:50:00.001+02:00

-->Eric Schmidt On The Future Of Search — A Move Towards A “Serendipity Engine”

Today at our TechCrunch Disrupt conference in San Francisco, Google CEO Eric Schmidt took the stage to give a speech about his thoughts on the future. It was a very interesting talk which spanned a variety of topics. Naturally, the most important topic that Schmidt talked about was search.

“We want to give you your time back,” Schmidt said. He noted that we live in an age of information overload, where we all have too much to do. The first step in getting your time back is Google Instant, the realtime search feature that Google recently launched, Schmidt said. While the feature may only shave a couple of seconds off of any search, in aggregate (Google is doing 2 billion searches a day), this is a huge amount of time saved.

The next step in search is a move towards more personal results, according to Schmidt. Google has already been experimenting with this with features like their social circle results. But we can probably expect that to get kicked up a notch when Google rolls out its new social effort later this year.

Schmidt singled out personal context and personal email as two things a Google query could help with — though he was quick to note that Google would only do this if a user gives their permission. “I need to say that about 500 times,” Schmidt half-joked.

Beyond speed and personalization, the evolution of search will lead us to search occuring when you’re not even using the search engine — autonomous search, Schmidt said. What he meant by this is queries that are constantly running in the background based on activity on your various devices. He called this the “Serendipity Engine”.

The common thread Schmidt kept pounding home was the importance of mobile in the future of computing. Mobile search traffic is up 50 percent in the first half of 2010, Schmidt noted. Meanwhile, mobile web adoption is occurring 8 times faster than it was on the PC a few years ago, he said. In two years, smartphone sales will surpass PC sales, he noted — this is the future.

That said, when asked if the monetization of mobile search has been material to Google’s bottom line, Schmidt said that it wasn’t yet — and wouldn’t be soon. While mobile is growing faster than the desktop web, the monetization hasn’t been optimized yet, he said.

CrunchBase Information
Google
Information provided by CrunchBase

TechCrunch by MG Siegler 28 septembre 2010 22:48

Sent from my iPad

Posted via email from Dialog or Death

How Social Media Marketers Can Convert Attention Into Action, a good post from Brian Solis

2010-09-29T20:47:00.001+02:00

Good To see that even in advanced countries In ter of social media what marketer miss are people who CAN help them building business cases. Conversing is One thing. Being on Facebook is another one. But how do you create value? Read the post or give a try @ dialog solutions ;-)
-->How Social Media Marketers Can Convert Attention Into Action

Brian Solis is the author of Engage, and a leading authority in digital branding and marketing. Connect with him on Twitter or Facebook.
According to a recent report, while upwards of 70% of businesses are said to operate under a formalized social media strategy, many plans don’t include measurable goals. Gimmicks, viral videos, and creative campaigns aside, social media marketers must learn to introduce “clicks to action” and outcomes that steer consumer experiences toward desirable results.
Engagement through conversation is a start, but reaching people where their attention is focused and compelling them to take an action is powerful. Clearly defined objectives and milestones, combined with a little conversion science, will increase the value of engagement and drive desired outcomes.
Conversion Science: Actions Speak Louder Than “Likes”
As social networks are rooted in conversations and connections, denizens are open to the idea of business participation as long as they do so authentically and transparently. Talk is cheap however, and actions speak louder than words. As such, the opportunity to convert attention into impact is largely untapped. Many of the celebrated examples in commercial social media have yet to define what it is that they hope to accomplish and measure beyond conversations, views, comments, RTs, Likes, and the population of their “tribe.”
Once attention is captivated, the real question is, what are you going to do with it?
The answer is to introduce a “call to action” in new media to generate intentional outcomes. This is why conversion science is at the heart of the best digital campaigns today, as well as those that improve over time.
Conversion science is essentially the study of converting impressions into actions and how to then improve engagement and conversion rates over time. It’s through the introduction of conversion events that we can measure reactions. As such, the ever-elusive ROI in social media is not only measurable, it is perfectible. This is why conversion science is critical to success.
In order to convert attention into desirable outcomes, we must:
Create programs with an “end” in mind. What do you want to cause, change, inspire, sell, build, or organize?
Introduce conversion opportunities through existing and emerging touchpoints.
Learn where campaigns or click paths break down.
Measure performance.
Conversion science isn’t new. It’s how the best web professionals in search, e-commerce, design, analytics, advertising, and direct marketing achieve astounding results. Through the study of conversions and corresponding behavior, we learn to introduce meaningful and relevant initiatives each and every time.
Adapting on the Fly
The real-time nature of discovery, interaction, and sharing is influenced by many factors. How these factors impact the performance of the campaign is revealed only through study and experimentation, even while it’s underway.
This fine tuning improves the:
Definition of the actions we wish to trigger
Mechanisms to capture activity
Systems and channels we use to attract attention
Focus and caliber of the individuals who help us carry our intent and value across relevant social graphs
Relevance of the social objects we create and distribute online
For example, I was part of a team that lead a widely publicized campaign to raise the visibility of an important cause. Our goal was to raise awareness and donations, and by standard numbers alone, the campaign was deemed a huge success. The team however, took the cause to heart and felt that based on the number of total conversations and participants, the resulting donations could and should improve.
Conversion science was then employed to analyze the activity of those introduced to the program and what eventually led to donations or abandonment. We learned that while every facet of the campaign led to desirable actions, the click path from tweet to payment was far too cumbersome for the real-time web. It was easier to retweet and “Like” than it was to donate.
Fine tuning the words, click paths, and specifics of the intended outcomes allowed us to focus on awareness and donations separately. As a result, friction was removed, payment was simplified to appease the social web, and awareness and donations increased exponentially.
Data is a Fountain of Inspiration for Social Marketers
Conversion science fosters creativity and innovation through analysis and adaptation. Social media programs that are data driven are inspired by insight, not guesswork, and as such, will outperform any program driven only by great ideas. Analyzing, ideating, researching, and learning create a virtuous digital cycle that benefits business performance.
Perhaps one of the most profound benefits of introducing science and data into the mix is that they consist of the language spoken by the decision makers that greenlight our programs. Information can be presented in such a way that merits support and justifies larger budgets over time — just like everything else we do in business.
It is this marriage of data, analysis and creativity that saves time and energy in the design of social campaigns. As attention is scarce, conversion science helps us tell our story in a way that is consumable, shareable and actionable. As Elvis Presley once famously sang, “a little less conversation, a little more action.”
More Business Resources from Mashable:
- HOW TO: Advertise Inside Social Games on Facebook
- Top 5 Emerging Brand Trends on Facebook
- 6 Free Web Tools for Managing Time Differences
- 37 Productivity Tips for Working From Anywhere
- 3 Business Tools to Spice Up Boring Work Tasks
More About: analytics, business, MARKETING, metrics, monetization, small business, social media, social media marketing
For more Business coverage:
Follow Mashable Business on Twitter
Become a Fan on Facebook
Subscribe to the Business channel
Download our free apps for iPhone and iPad

Mashable! by Brian Solis 29 septembre 2010 00:11

Sent from my iPad

Posted via email from Dialog or Death

MobilePay May Be The Death Of The Wallet. Yes, For Real This Time.

2010-09-29T08:14:00.001+02:00

A company In Belgium managed to put all loyalty cards on our identity card. What's here is More expansive, you need a smarthone, but you get loyalty cards and crédit cards on one single application. Great idea, no?
-->MobilePay May Be The Death Of The Wallet. Yes, For Real This Time.

I absolutely hate carrying around both my phone and my wallet in my pocket. What if I could just carry around my phone and my driver’s license? That would be awesome. If MobilePay USA takes off, my wish will come true.

The company, which was the TechCrunch Disrupt attendee pick to come out of the Startup Alley today seems fairly amazing. It’s an iPhone app (right now, but they will expand it to many mobile platforms) that replaces your credit cards and loyalty cards. You simply enter in your credit card data (but don’t worry, it isn’t stored on your device, it’s securely stored in the cloud) and you can pay for things with the click of a button rather than fumbling around for and carrying all your credit cards.

The app also has a location element which adds to the ease. When you load it up, it looks to see what stores are around you. From here, you can check-in to the venue and make a payment. (There is a venue deals component too.) You choose which card you want to use, enter in how much you want to pay, any tip (if applicable) and you’re done. The payment is transmitted and accepted without you having to do anything. Assuming the venue accepts MobilePay USA payments, they’ll see that you just paid for a product.

Here’s the best part: this doesn’t require merchants to install any new equipment. There is no need for NFC (near field communication) a mobile payment technology (which is non-existent in the U.S.). This all works behind the scenes with existing services. All the consumer needs to do is download the app and enter their cards.

Obviously, there has been no shortage of companies that try to turn your phone into your wallet over the years. But again, this one is interesting because it just works without any new hardware.

And yes, you can do mobile to mobile payments too. And it tracks customer loyalty on the fly with real transactions.

So what happens if you lose your phone? Well, first of all, there’s a password lock for the app. But you can also remove access to your cards from anywhere on the web (again, the numbers aren’t actually stored on the device itself).

MobilePay USA makes money by taking 1 percent of every transaction (which a vendor would pay for). The team notes, this is similar to the way American Express began. You offer a perk at a small premium.

Feedback and Q & A by expert judges Sean Parker, James Slavet, Greg Tseng, and Victoria Randsom (paraphrased):

VR: Are people willing to do this? Both customers and merchants?

A: There are a lot of incentives for users. The payment itself is the first trick pony, but there’s more. We’re just moving into beta — we hope to be fully ready by November. We’re signing up merchants now.

We’re also replacing loyalty cards. What if you don’t have the card? You don’t need it anymore.

GT: I think this is awesome. How are you going to make money?

A: We’re going to get paid per-sale. Every time a sale goes through, we get 1 percent. But there’s more — offers are possible.

SP: I think the technology is interesting. But the question is: will the consumer be able to get it?

JS: Tell us more about the tech team.

A: We have 10 people on the team. We raised about $100,000 to date — we’ve bootstrapped basically everything.

CrunchBase Information
MobilePayUSA
Information provided by CrunchBase

TechCrunch by MG Siegler 29 septembre 2010 02:40

Sent from my iPad

Posted via email from Dialog or Death

“GetGlue” et “Sens Critique” : l’alliance du média et du social gaming

2010-09-27T21:56:00.001+02:00

http://benoitraphael.com/2010/09/27/getglue-et-sens-critique-lalliance-du-media-et-du-social-gaming/
Shared via Pulse
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Never Say no to a Panda

2010-09-22T20:46:00.001+02:00

Voici une vidéo à ne pas manquer sur YouTube :

Envoyé de mon iPad
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Et si la PQ se mettait à vendre des relations ?

2010-09-21T11:17:00.003+02:00

La presse quotidienne est un produit unique. Que ce soit en ligne ou hors ligne, le public à une relation forte et fidèle avec la marque (le titre), avec des rendez-vous bien plus réguliers que d'autres marques. La grande distribution jouit de cette position là aussi, le public y va souvent et régulièrement mais avec un peu moins de fidélité. Pas étonnant que la distribution soit si présente en presse quotidienne, il ne s'agit pas que de flexibilité ou de délais de livraison du matériel. La presse quotidienne comme la distribution sont des Spikes.

Un spike, c'est un endroit, une zone réelle et virtuelle où les chances de rencontrer du talent sont plus grandes qu'ailleurs. Que vient faire le talent ici ? Je pense au talent des membres du public capables de s'intéresser, de tester et d'acheter les nouveaux produits qu'un annonceur lance. Il faut du talent et de l'argent pour rompre avec ses habitudes et oser essayer l'inconnu. Ils sont toujours peu nombreux au début. Alors, on peut se dire que toucher la masse créera beaucoup de déperdition. Certes, mais la consommation se passe aussi dans le regard des autres et la communication se passe aussi dans l'échange avec les autres.

La courbe d'adoption, c'est ça, quelques néopathes découvrent du neuf, l'essaient et passent à autre chose, le néopathe n'est pas fidèle. Par contre les early adopters, eux, vont l'essayer pour se forger leur opinion. Leur motivation, c'est le contrôle. Ils disent même ne pas faire confiance à la pub (ils ne veulent pas avouer pouvoir être séduit ou manipulé, leur motivation de base, c'est le contrôle) mais bien à ce qu'ils lisent, entendent et constatent par eux-mêmes. Les chances d'accéder et d'attirer ces gens là passent par les Medias de masse et particulièrement la presse quotidienne. Ils y trouvent les news, les articles, etc. La DH est-elle le bon exemple, n'est-ce pas trop populaire. Dans toutes les couches de la population se trouvent des early adopters, on les confond trop souvent avec les suiveurs de mode ou les branchés, ce sont nos lunettes de marketers qui nous donnent cette vision là, elle est très éloignée de la vérité, Je m'en suis rendu compte en les invitant en life. Madame Michu peut être une early adopter voire même une utilisatrice qui montre l'exemple et inspire ses pairs dans beaucoup de catégories.

La rubrique ci-dessous, est la première d'une série hebdomadaire que va lancer la Dernière-Heure Les sports et Dh.be en collaboration avec Brandialog. Les lecteurs sont invités à devenir testeurs en rejoignent le club des marques de Brandialog où ils sont identifiés et profilés en termes socio demo et en termes de motivations à l'égard des nouveautés. Ils sont ensuite invités à débattre sur de thèmes de consommation ou à tester de nouveaux produits. Ils sont plusieurs centaines à réagir. Les journalistes y puisent le contenu pour leurs articles en invitant l'annonceur impliqué à donner son avis. Nous-mêmes nous livrons en paralléle un rapport d'insights consommateurs et une identification des "fans" qui pourront rejoindre un club d'ambassadeurs de la marque au travers des solutions que nous offrons.

Le résultat ? Tout le monde gagne et tout est en relation. Le lecteur se sent valorisé, le journaliste peut puiser dans du contenu spécifique, l'annonceur gagne de la visibilité et de la crédibilité, son message est adossé à un point de vue journalistique et au feed-back de consommateurs tout en gagnant de précieux insights pour la suite et la réussite du lancement de son produit. Le lien journal-lecteur se renforce. Le lien lecteur- annonceur se renforce. Le lien journal- annonceur devient un partenariat professionnel oú on vendra toujours du GRP mais oú on donne la possibilité d'accéder aux meilleurs clients potentiels, de les attirer et de réaliser avec eux le succès du lancement.

La relation est le préalable au commerce, je le disais dans une autre chronique. On peut ajouter que le social Media n'exclut pas le Media PQ, bien au contraire. Cette initiative est une initiative de Media social qui aide les entreprises à créer leur communauté de fans et fidèles dans le vivier qu'offre la pq.

Essayez, vous verrez.

>

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