Friday, July 3, 2009
French marketing blogs with Wikio
As every month, Wikio publishes its blogs' ranking.
Here are some French marketing & social media blogs. In bold: some that I pretty like or daily read (I think I forgot some...):
Here are some French marketing & social media blogs. In bold: some that I pretty like or daily read (I think I forgot some...):
Thursday, July 2, 2009
Russians are the most engaged audience in social networks
Here are the very last results published by ComScore :
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
Russians are number ones when it comes to average hours on social networks + page views.
Russia is badly known concerning web usages. It comes from the fact that Russian language is pretty bounded, and that in our little Twitter-world, mostly in English, there's not much interaction between this part of the world and us, whereas it's probably one of the most important trend.
Several explanations for that:
Here's a proof thanks to Wefollow ranking of Russian Twitter users, that are not representative of the web phenomenon that Russians experience.
| Top 20 Highest Engagement Social Networking Country Audiences Ranked by Average Hours per Visitor* May 2009 Total Worldwide, Age 15+ - Home & Work Locations Source: comScore World Metrix | ||
| Country | Average Hours per Visitor | Average Pages per Visitor |
| World-Wide | 3.7 | 525 |
| Russia | 6.6 | 1,307 |
| Brazil | 6.3 | 1,220 |
| Canada | 5.6 | 649 |
| Puerto Rico | 5.3 | 587 |
| Spain | 5.3 | 968 |
| Finland | 4.7 | 919 |
| United Kingdom | 4.6 | 487 |
| Germany | 4.5 | 793 |
| United States | 4.2 | 477 |
| Colombia | 4.1 | 473 |
| Mexico | 4.0 | 488 |
| Chile | 4.0 | 418 |
| Ireland | 3.8 | 462 |
| Turkey | 3.7 | 427 |
| Venezuela | 3.7 | 454 |
| France | 3.6 | 526 |
| Australia | 3.4 | 374 |
| New Zealand | 3.4 | 386 |
| Switzerland | 3.2 | 430 |
| Italy | 3.2 | 399 |
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
Russians are number ones when it comes to average hours on social networks + page views.
Russia is badly known concerning web usages. It comes from the fact that Russian language is pretty bounded, and that in our little Twitter-world, mostly in English, there's not much interaction between this part of the world and us, whereas it's probably one of the most important trend.
Several explanations for that:
- Russia is a continent, so as there's a big need for communication among the population
- Russia has a big history in technology
- Russia needs to have its word in the social web storyline (vs English storytelling)
Here's a proof thanks to Wefollow ranking of Russian Twitter users, that are not representative of the web phenomenon that Russians experience.
Wednesday, July 1, 2009
New consumer, new community, new purchasing paths
Here are interesting insights about the new consumer journey:
Customers are part of a collective. The information revolution has connected people in powerful ways; it's never been easier for customers to find the opinions of others to validate their product and service choices. A colleague recently underscored this point through a story of shopping with his teenage daughter for her prom dress. In each new outfit, she snapped and sent pictures of herself with her iPhone, asking for feedback from her Facebook friends, and getting it in real time. He was amazed by this new decision-making behavior.
This specific part is very interesting, as it considers the consumer as part of a whole, as an interaction-hub. Social media is like a bridge that helps him/her find the fastest track to solve his/her needs.
We now have to go back to interaction at its first meaning: how many areas does the consumer cover, where does he/she travel.
It's absolutely not about a "digital world" or an Internet one: it's about our real decision-making process.
Tuesday, June 30, 2009
Social media & new product development
Edward Boches wrote a great post about how social media can help and improve new product development. Here's his main insights about Olympus E-P1:
1. Make a commitment to listen, engage and shareI really like this specific idea that there's a relevant link between tangible value chain and social media listening. One of the core issue is to integrate more and more sales' items and final customer services' feedbacks with social media monitoring. It's utterly powerful, because social web is all about real people sharing view with other real people. It's not about engaging them online. It's all about making them the true co-create, the true shareholders of the product you're launching and developing.
2. Define your community
3. Determine objectives
4. Engineer your presence
5. Build a following
6. Engage, share and inspire participation
7. Do something attention getting
8. Mobilize your community
9. Measure results to use in determining actual sales and their relationship to the conversation.
10. Keep on going
As we said, and as Olympus knows, this isn’t a program or a campaign, it’s a commitment. So we’re still at it. Listening, talking, sharing, responding. Of course it’s too soon to see the sales numbers, but feedback from dealers has been very positive. And we know based on previous experience that there is a correlation between buzz and sales. So that’s a good thing, given that bloggers and press are writing, prospective customers are talking, and the videos are getting shout outs everywhere.
We've done that in France for one of our clients and the results in terms of quality improvement is amazing. The company can make real changes, base on real and authentic testimonials in the long-term.
razra
Facebook is just like an old Fiat 500.
Facebook wants us. Or more precisely our stories:
"In a way, Facebook's dilemma extends from its success. Users see the site as sanctified space, a place to engage in intimate conversations with friends—not to be laser-beamed by weirdly personal advertising. But with initiatives like Connect and Open Stream, Facebook can sell ads beyond its own site. Just as Google's AdSense program sells ads on any participating Web site, Connect and Open Stream will eventually push Facebook-brokered advertising to any member site or app. But unlike with AdSense, Facebook's ads could be exquisitely tailored to their targets. "No one out there has the data that we have," says COO Sandberg".
It sounds to me like a the worst part of a Naomi Klein book (I like her, though). Here's Facebook magic world:
A consumer's world. You're a target, a happy victim. And brands would be able to provide you the more relevant ads ever.
Relevance and one-way advertising. Strange motto.
Olivier Mermet gives us some nice views:
"En revanche, il possède également un potentiel néfaste, tant cette précision peut parfois mener trop loin, mettant mal à l’aise les utilisateurs par ce côté “voyeuriste”.And he's obviously right. With this strategy:
La cinquième étape du plan démoniaque de Mark Z. serait elle de faire accepter ces pratiques aujourd’hui indélicates ?"
- where's the value proposition?
- mining so much of our implicit data to send us at the end banners and fan-pages, is it that impressive?
- in such an affinity world as the web, how Facebook can make us believe that he'll be able to touch any consumer?
- brands need stories and emotional communications: how does the Facebook platform fit with these issues, whereas the structure is very difficult to personalize much. Facebook is like a Fiat 500 in which you could only chose the color.
Thursday, June 25, 2009
The consumer decision journey by McKinsey: more interactions, less funnel
McKinsey has just launched a new report about the consumer decision journey. It goes far beyond "funnel", and integratethe new interactions moments btw brands and consumers:
Exhibit 4: Two-thirds of the touch points during the active-evaluation phase involve consumer-driven activities such as Internet reviews and word-of-mouth recommendations from friends and family.
it confirms the urgent need for brands to invest in social media, because it's the place where decisions happen.
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