A little inspiring video...
08/11/2009
What about Twitter?
Twitter is a free social networking and microbloging service that enables its users to send and read messages known as tweets. Tweets aretext-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. Users can send and receive tweets via the Twitter website,Short Message Service (SMS) or external applications. While the service costs nothing to use, accessing it through SMS may incur phone service provider fees.
Since its creation in 2006 by Jack Dorsey, Twitter has gained notability and popularity worldwide. It is sometimes described as the "SMS of the Internet" since the use of Twitter's application programming interface for sending and receiving short text messages by other applications often eclipses the direct use of Twitter.
Today, Twitter is used as a full fledged marketing tool, even if the phenomenon is still nascent.
The Gartner Institute has recently published a study about the use of Twitter in companies: "4 ways to use Twitter in companies". The background question is "How to integrate the Web and the relations between companies and consumers?". Blogs; social networks (such as Facebook) and Digg-like platforms (which enable expressions of proposals from the consumers to improve services) are changing the deal.
The Twitter micro-blogging is all the more underlining the question. On Twitter, companies can insert advertising banners and personalise their Twitter page background.
The main uses of Twitter in companies, distinguished by the Gartner study are:
-Direct use: Twitter can be used as a marketing public relations channel;
-Indirect use: employees use Twitter to improve their personal reputation, promoting in parallel their society's image. Moreover, they become more familiar with these kinds of tools, and will use it more easily in their marketing and communication projects.
-In-house use: Twitter is used as a diffusion of information tool for projects and ideas shared in the company. It is very convenient to spread messages quickly to a team (above all for geographically dispersed teams).
-Vigil: fluxes of status updates on Twitter provide a rich and unseen source of information about what consumers and also competitors think about you. As a blog, it can also be an excellent tool to forestall a crisis situation, by communicating directly with the community created around the brand.
The fact remains that companies will have to reorganize the way they communicate, integrating Twitter and other social networks, as supports of many...
Esther
08/10/2009
Paris 2.0 Event in September
After a long relaxing period for geeks in August
…the resumption comes in September.
From September 22 to 25 “Paris 2.0”will take place; a four days symposium about the impact of new media on firms’ strategies.
The conferences will happen at La Bellevilloise (Paris) and will cost 10€ a day (the spoken language in the conferences is French).
Here is the program:
First day:
2.0 trends: new consumption
2.0 creation: digital creativity ON/OFF
Second day:
2.0 innovation: personalised services
2.0 media: media as interaction sites
Third day:
2.0 targeting: action and reputation
2.0 social nets: the community planning
Fourth day:
2.0 companies: the web brand
2.0 agencies: strategic brand content
For more information and memberships, please click on the link below:
http://fr.amiando.com/strategies2.html
Esther
08/06/2009
08/05/2009
DOs&DON'Ts
At the close of this first workshop, vivacious and ingenious participants have expressed suggestions:
First, they rebelled and demand:
• Don’t BE A CONTROL FREAK because it’s not how it works
• Don’t THINK it’s an ADVERTISING campaign
• MODERATE negative comments
• Don’t UNDERESTIMATE the power of bloggers
• Don’t think Facebook is viral: you need to activate to be visible
• Don’t be afraid to OPEN the DOORS (« behind the scene » approach)
• Don’t HESITATE to call the EXPERTS where your classical agency does not master
• Don’t LAUNCH without any ANIMATION plan
On the other hand, they suggested many great ideas:
• LISTEN to what bloggers say about your brand
• TEST…OR NOT TEST: execution is key, TRY & LEARN
• Be INSPIRING: have a great story to tell the bloggers
• Be CREATIVE , SPECIAL, to surprise your audience (the WOW effect)
• SCHEDULE your actions on the web
• Be HUMAN: MIX digital with REAL LIFE experience
• Be SMART with tools: cross initiatives and choose the best ones for you
• Think LONG TERM relationship: keep track, contact, and animate!
• ENGAGE danoners to leverage your VIRAL potential
• ENGAGE bloggers making them actors of your project
• BE LOUD on your story, MORE QUIET on your BRAND
• THINK reward: they are worth it
08/04/2009
Session 1: «Sharing first experiences: labs and other 2.0 best practices»
To begin, a little riddle:
What’s moving everyday, and has changed MORE in the past 10 years than over the previous 30 years?
What’s becoming more precise daily;more personalised; more interactive; more creative; more efficient??
What’s creating a real link between a brand and its consumer?
…and what thus, cannot be ignored?
Those who took part in the Workshop « Marketing/Communication 2 .0 » Session 1: «Sharing first experiences: labs and other 2.0 best practices» know it. The others will know after reading the following summary:
First, Olivier Maurel told us about Facebook:
The web is a wonderful space to talk, debate, and get involved. More particularly Facebook (which gathers more than 200 million members and about 1 million inscriptions a day). It is useful to attract people to a cause, make them discover projects, share games with them through quizzes, and evaluate the projects (thanks to votes). This tool is original, useful, expressive, intuitive and open to a broad market. Success is warranted if you dare to be provocative, if you mobilise many resources internally, if you regularly post new notifications, if you make the most of Facebook innovations and above all, if users are called upon to participate.
Then Laurence Foucher and Nils Vansken presented a buzz operation for Danone's partnership with Carrefour and "Restos du Coeur".
This operation has been launched through Buzz Paradise, a launch pad for buzz marketing online. The tool was perfectly adapted to the project as it enabled the improvement of brand image and social visibility humbly. Invitations have been sent to BuzzParadise bloggers, who have posted positive comments and sponsored other bloggers to fill in the operation. The result: a buzz around the brand; around the messages and around the product.
Irene Meister came back on the Baby Rollers Evian Buzz.
The aim was to promote three messages: Evian = Youth; Evian = Body's best choice; Evian = protected purity. Our communication campain happened in three times: tow "amateur-like" baby films; then a copy revealed on You Tube, and finally the video on TV and cinema, events and web making of. The buzz has been created first by contacting influent bloggers, then by reaching social networks; then boards; and the ultimate phase: direct diffusion.
And finally Cinzia de Rossi shared with us the Actimel case "bloggers at the R&D Centre".
Actimel suffered a very bad e-reputation, so a strategy among web influencers (to explain Actimel’s benefits and establish dialog) became necessary. The strategy consists of contacting mums through blogs and inviting them to a farm to visit and understand, and then to keep in touch by sending them products in preview. The result: positive consequences on the web. A second session will concern marketing actors, and then geeks.
Esther