Since 2005 and the rise of the “Web 2.0″ term from O’Reilly, technology has been leading the Internet with new opportunities with companies charging into content streaming and download (Youtube, Joost, FFWD, iTunes, Vuze for example) and social networks (Bebo, FaceBook, MySpace, LinkedIn, Second Life, Habbo Hotel, …). But for about 1 year another groundswell has started. Thanks to or due to, the fact is social media has kicked off a new way of thinking for the Internet, and more globally has set up a new way of working for companies. Stepping back a moment to get the big picture, here are some takeaways from the web 2.0 thing for marketing and communication. Read More

Creating online advertising, promoting commitments online, launching brand image online campaigns and marketing online consumers. Objectives any company set up when going online. But all those objectives are related to offline events and relationship consumers live offline. Online is the mirror of your offline, actually real life commitments. When aiming at a high level of relationship, willing to “engage” with people and initiate loyalty, companies have to first think about their offline activity, because any of the offline actions generate online reputation. Read More

Recruitment is core to a business. But as we can see in the telcom business where the field is closed by major companies, the issue isn’t anymore in recruitment. It’s now on loyalty. Most of the business don’t need anymore to prove the value added of their offer, they need to prove to consumers they’re doing better than the other competitors. That’s in that process the social media marketing would be the best lever of business. Read More

Creativity, innovation, experience enhancement. That should be the definition of agencies, ad networks, and ultimately companies that hire them to make their brands and products sell more. But for many reasons that doesn’t. Basically agencies are learning how to deal with the Internet, companies are still misleading agencies with brief that don’t highlights their needs, and ad networks are using patterns that don’t match with the Internet. And all of them are trying to protect themselves from failure requesting data and proven successful campaigns before making their decisions. Read More

Brand building can come from advertising, there are a lot of examples out there and best-in-class brand image advertising can be found for most of the worldwide companies like Nike, L’Oreal or Microsoft (though the almighty Richmond company may have missed the point). Brand building can also come from people: customers and people refering to companies who share their personal/ professional brand image as they’re advocating for them. But the best way keeps being when it comes from the company employees. That makes more sense and leads much more business. Zappos may have found the fine tuning to make it an important asset. Read More

Consumer have taken the power according to many social media consultant, “they’ve taken the control, you have to listen to them or you’ll go to hell”. For sure people can create websites, blogs, forums, use Facebook, Twitter of any social tool and tell brands are wrong and ugly. Some are using explicit websites names and URLs, as Emily Steel explains in her Wall Street Journal post. But would it change the bottom line? Read More

Google’s promise is to help you search better. eBay’s promise is to help you sell at a better price. Facebook’s promise is to help you connect online with your friends. Apple’s promise is to create a better experience (of computer/ music player/ mobile). Nike’s promise is to create a better experience when doing sports. Starbucks’ promise is to provide you with good coffee and cakes. All these companies and many others are able to keep their promises. Offline advertising for these companies are there to take your attention about their products. And that usually works. But online the problem isn’t the same and we can’t say online advertising is keeping its key promise. Read More

Hulu is a US based video sharing platform that’s currently being “hype” since they’re transforming traffic into business. We’re then quick to make a comparison with Google’s Youtube business model that is still not of the level we can expect from the Internet global leader. But after the first impression, we can question the relevancy of the comparison: first because they’re not in the same business field, and second because of the objective they’re aiming at. Read More

QuikSilver has since its start a manufacturer of surfwear and other boardsport-related equipment and has launched for a couple of years more streetwear and fashion lines of clothes. The company marketing line is based on sport though. But to stick with its new products the surf originated company has changed its marketing line and opened a door to the urban culture, and especially targeted to women with SiteLA.org. From here it is somewhat usual, but the way of marketing is far away from standard since the website objective isn’t in providing with a showcase but in creating content. And here starts the social media marketing strategy. Read More

David Armano is turning the conversation about social media into a more interesting one, putting the conversation asset into the business frame. What the point in speaking about conversation, how to turn it into an asset. He makes the distinction between internal and external properties for companies. But instead of focusing on the company use of social networks and collaboration, I’d prefer focus on the objectives: loyalty, awareness, PR, expertise, sales increase, and innovation process speed up. Read More