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Table Ronde Peer Media Text 100_19-avril-2007

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Table Ronde Peer Media Text 100_19-avril-2007

  1. 1. The future of communications Paris - 19 April 2007
  2. 2. Video sharing sites – who owns the brand?
  3. 3. Treonauts blog – the community developing the brand
  4. 4. Virtual worlds – social networking in 3D
  5. 5. The big picture – fundamental changes <ul><li>Society Change </li></ul><ul><li>The public and the private redefined </li></ul><ul><li>More flexibility and more risk for the individual </li></ul><ul><li>Distrust in public institutions (incl. media), trust in peers </li></ul><ul><li>Participation </li></ul><ul><li>Demographic change </li></ul><ul><li>Gaps of wealth and values </li></ul><ul><li>Migrations </li></ul><ul><li>Technology Change </li></ul><ul><ul><ul><li>Distributed computing, virtualisation </li></ul></ul></ul><ul><ul><ul><li>Open systems, integration </li></ul></ul></ul><ul><ul><ul><li>Pervasive computing </li></ul></ul></ul><ul><ul><ul><li>Web 2.0: SW as web service, mash-ups, multiple p2p platforms empowering consumers </li></ul></ul></ul><ul><ul><ul><li>Technology as life style </li></ul></ul></ul><ul><ul><ul><li>Biotech </li></ul></ul></ul><ul><li>Business Change </li></ul><ul><ul><ul><li>Globalisation </li></ul></ul></ul><ul><ul><ul><li>Aggressive Sourcing </li></ul></ul></ul><ul><ul><ul><li>The unreliable customer </li></ul></ul></ul><ul><ul><ul><li>Super-fragmented markets </li></ul></ul></ul><ul><ul><ul><li>Commoditisation and price wars </li></ul></ul></ul><ul><ul><ul><li>On demand business </li></ul></ul></ul><ul><ul><ul><li>The virtual corporation </li></ul></ul></ul><ul><ul><ul><li>The unreliable employee </li></ul></ul></ul><ul><ul><ul><li>Increased social responsibility </li></ul></ul></ul>
  6. 6. 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
  7. 7. The multitude of peer-to-peer platforms
  8. 8. The multitude of peer-to-peer platforms
  9. 9. The age of awareness: monologue One corporate voice Media Brand
  10. 10. The age of authenticity – dialogue Media Phase 1 Listen Phase 2 Prepare Phase 3 Engage Many human voices
  11. 11. Local data: the French and Web 2.0 <ul><li>BLOGS </li></ul><ul><li>France is the largest european blogosphere, with ½ of active bloggers in Europe ( Forrester study published in Nov 2006) </li></ul><ul><li>France has 3,6 million blogs (Mediametrie study published in Dec 2006) : </li></ul><ul><ul><li>1/3 were created in 2006 </li></ul></ul><ul><ul><li>1 million of them are active </li></ul></ul><ul><li>SECOND LIFE </li></ul><ul><li>The French are the second largest community present in Second Life (around 13%), after the Americans (31%) </li></ul>
  12. 12. Local data: the French and Web 2.0 <ul><li>SOME FRENCH WEB 2.0 INITIATIVES </li></ul>
  13. 13. EPIC 2015
  14. 14. 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 » ?
  15. 15. Where & What are the “Influenceurs” ?
  16. 16. 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?
  17. 18. Where are my bloggers ? Have you already « googled » your name ? tracks online conversations. Follow what’s being said about you
  18. 19. Find them, Get to Know them & Connect With them
  19. 20. Ziki.com : Be Visible
  20. 21. 10 advices to make bloggers talk about you <ul><li>Be Useful / Make Sense </li></ul><ul><li>Be Short / Go straight to the point </li></ul><ul><li>Don’t lie / Don’t use flattery </li></ul><ul><li>Add valuable comments / Establish a relationship </li></ul><ul><li>Ask for thoughts and advices </li></ul><ul><li>Consider bloggers as persons and not media outlets </li></ul><ul><li>Personnalize your messages and communications </li></ul><ul><li>Give them the news/scoop, access to a private beta, invitations to give out </li></ul><ul><li>Send them goodies or money </li></ul><ul><li>Don’t use influent blogger posts to try to convince other bloggers to write about you. </li></ul>
  21. 22. Thank you!

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