The future of communications Paris - 19 April 2007

Video sharing sites – who owns the brand?

Treonauts blog – the community developing the brand

Virtual worlds – social networking in 3D

The big picture – fundamental changes Society Change The public and the private redefined More flexibility and more risk for the individual Distrust in public institutions (incl. media), trust in peers Participation Demographic change Gaps of wealth and values Migrations Technology Change Distributed computing, virtualisation Open systems, integration Pervasive computing Web 2.0: SW as web service, mash-ups, multiple p2p platforms empowering consumers Technology as life style Biotech Business Change Globalisation Aggressive Sourcing The unreliable customer Super-fragmented markets Commoditisation and price wars On demand business The virtual corporation The unreliable employee Increased social responsibility

Society Change

The public and the private redefined

More flexibility and more risk for the individual

Distrust in public institutions (incl. media), trust in peers

Participation

Demographic change

Gaps of wealth and values

Migrations

Technology Change

Distributed computing, virtualisation

Open systems, integration

Pervasive computing

Web 2.0: SW as web service, mash-ups, multiple p2p platforms empowering consumers

Technology as life style

Biotech

Business Change

Globalisation

Aggressive Sourcing

The unreliable customer

Super-fragmented markets

Commoditisation and price wars

On demand business

The virtual corporation

The unreliable employee

Increased social responsibility

Audiences in change Business Change: FRAGMENTATION Bigger cake, thinner slices Confidence in each other, not institutions Society Change: TRUST Choice, and a voice Technology Change: EMPOWERMENT

The multitude of peer-to-peer platforms

The multitude of peer-to-peer platforms

The age of awareness: monologue One corporate voice Media Brand

The age of authenticity – dialogue Media Phase 1 Listen Phase 2 Prepare Phase 3 Engage Many human voices

Local data: the French and Web 2.0 BLOGS France is the largest european blogosphere, with ½ of active bloggers in Europe ( Forrester study published in Nov 2006) France has 3,6 million blogs (Mediametrie study published in Dec 2006) : 1/3 were created in 2006 1 million of them are active SECOND LIFE The French are the second largest community present in Second Life (around 13%), after the Americans (31%)

BLOGS

France is the largest european blogosphere, with ½ of active bloggers in Europe ( Forrester study published in Nov 2006)

France has 3,6 million blogs (Mediametrie study published in Dec 2006) :

1/3 were created in 2006

1 million of them are active

SECOND LIFE

The French are the second largest community present in Second Life (around 13%), after the Americans (31%)

Local data: the French and Web 2.0 SOME FRENCH WEB 2.0 INITIATIVES

SOME FRENCH WEB 2.0 INITIATIVES

EPIC 2015

How to join the conversation ? Where are my customers ? What are they saying ? How do I talk with them ? How can I have them become brand ambassadors ? Where are the « influenceurs » ?

Where & What are the “Influenceurs” ?

Blog Influence Indicators Technorati & Google rank : How many articles are linking to this blog ? Audience : How many subscribers are there ? Alexa Trafic & Rank : What trafic do they drive ? Number of comments & backlinks / posts : Is there an active community around the blog?

Where are my bloggers ? Have you already « googled » your name ? tracks online conversations. Follow what’s being said about you

Find them, Get to Know them & Connect With them

Ziki.com : Be Visible

10 advices to make bloggers talk about you Be Useful / Make Sense Be Short / Go straight to the point Don’t lie / Don’t use flattery Add valuable comments / Establish a relationship Ask for thoughts and advices Consider bloggers as persons and not media outlets Personnalize your messages and communications Give them the news/scoop, access to a private beta, invitations to give out Send them goodies or money Don’t use influent blogger posts to try to convince other bloggers to write about you.

Be Useful / Make Sense

Be Short / Go straight to the point

Don’t lie / Don’t use flattery

Add valuable comments / Establish a relationship

Ask for thoughts and advices

Consider bloggers as persons and not media outlets

Personnalize your messages and communications

Give them the news/scoop, access to a private beta, invitations to give out

Send them goodies or money

Don’t use influent blogger posts to try to convince other bloggers to write about you.

Thank you!