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Table Ronde Peer Media Text 100_19-avril-2007
 

Table Ronde Peer Media Text 100_19-avril-2007

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Perspectives on Peer Medias and understanding on how the medias & communications evolve.

Perspectives on Peer Medias and understanding on how the medias & communications evolve.

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Table Ronde Peer Media Text 100_19-avril-2007 Table Ronde Peer Media Text 100_19-avril-2007 Presentation Transcript

  • 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
  • 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%)
  • Local data: the French and Web 2.0
    • 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.
  • Thank you!