TV spots have always been the must in terms of visibility and reputation. The reason to that is company willing to generate a huge image had just to pay for it. There was (and finally still is) only one major communication channel to reach consumers, the TV, and the way to create engagement was/ is to leverage public personalities images. Look at famous TV spots for Pepsi, Nike, L’Oreal, and other brand of the Fortune 500. And now there’s the Internet brands assume they can use that new communication channel to improve their visibility and reputation by creating and spreading video ads so that they become artificially viral. They’re right, they can achieve that goal. But not the way Christine Beardsell, Vice President, creative director of Digitas’s brand content group, The Third Act, explains it in a Clickz Article. Read More

As I was reviewing the post “Blogging + How To = Rules to make it works and more” where are listed 10 rules to follow to get started with blogging, I just feel like those rules weren’t written just for blogging but for engaging with your community, blogging being just one tool from the range companies can use to create stickiness and share values (that’s called brand values, isn’t it?). I’d be dealing with the 10 “golden rules” that are quite easy steps to follow (easier said than done though, don’t make me wrong). But please bear in mind that engaging with your community has no value if you’re not integrating it within a communications plan and connecting it with a CRM program. No value because no assigned objectives to your community, no value because no understanding from your employees on what’s the value added to that community or usefulness of people to manage that community. That said let speak of the item #1: share passion. Read More

Generating and leveraging brand communities starts being hype if we check the flow of incoming information about it. First of all, the latest book of Charlene Li and Josh Bernoff “Groundswell”, then the study Tribalization of Business by Deloitte, BeelineLabs, and SNCR, and the last master piece which is the Forrester presentation of online community best practices. Here’s an overview of these 3 major content provided by some of the best people around (regarding Social Media). Read More

Ok the title is teasing. But the thing is Real Branding, a San Francisco based digital marketing agency (they pitch themself as “leading digital marketing agency based in San Francisco” on their Youtube profile page), tries to leverage the new 30min+ video lenght Youtube just released. But if they’re so leading, why on earth did they upload the whole presentation video rush (32min for the Social Media presentation)? Youtube isn’t about lenght but about traction creating. And tough the latest Youtube feature give opportunity to directors and video amateurs to have more space, you still have to pitch people to watch your video stuff. Here’s my 2 cents about a Youtube strategy brands should (and some currently are) apply to leverage this video platform. Read More

The Internet has changed the way people go along with advertising and social media has changed the way advertising is perceived. Decision making process has partly evolved to add Internet influential people to traditional TV, print, and radio advertising. Like going from local to international, the personal influence area has increased from standard influence ring (family and friends) to web influence ring (family, friends, web followers). One of the best examples is Michael Arrington who start from scratch to reach Time’s list ofthe world’s 100 most influential people of the planet. That change in influence process involves a move in advertising method to include social media that brands have to follow, a new method well explained in the following video interview of Dr. Vinton G. Cerf, “The Father Of The Internet” and VP, Chief Internet Evangelist for Google, and run by OgilvyOne Singapore. Read More