Et pour 2013, je vous mets quoi ?

Chacun pense de plus en plus qu’il vit une période unique dans l’histoire et se destine à un avenir non moins unique. Oui, j’ai rêvé de voitures volantes, de robots domestiques mais Leonard de Vinci les a dessiné et Voltaire nous contait les aventures de Micromégas venu de Sirius pour nous visiter. Chaque instant, depuis la nuit des temps, est perçu comme unique. Rien ne change. Mais dans la communication, me direz-vous, on ne peut pas nier que nous vivons de choses uniques avec les communautés et les média sociaux ? Si vous y tenez mais Luther, en 1517 publie ses 95 thèses contre les indulgences du pape et, en un mois, toute la chrétienté fut au courant or il n’y avait pas de web, pas de média sociaux, pas de téléphones, pas de voitures, pas d’autoroutes , ni réelles, ni virtuelles. Alors, quoi de neuf ?
 Que prédire pour 2013 ?

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

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.

You're behind your consumer

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!

This is inspired by a strong statement in the Harvard Business review.

Unique Social Purpose of Brands become the next USP

CEO need strong beliefs. Their companies need purpose in order to federate their stakeholders.

The commoditification of social networks

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.

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

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

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

The Man Without A Facebook: A Thought-Provoking Spoof

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

Posted via email from willemarck

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

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

Envoyé de mon iPad

Posted via email from Dialog or Death

Modern Community Building

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?

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

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

Posted via email from Dialog or Death

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

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

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

Posted via email from Dialog or Death

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

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

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

Posted via email from Dialog or Death

Social Media Amplification – on your web site

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

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

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]

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

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

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

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

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!

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"

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.

-

Posted via email from Dialog or Death

Clinton and the freedom to connect

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

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

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

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?

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

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

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

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

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

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

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

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

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

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

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?

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)

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

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?

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?

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

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

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

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?

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

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