The document discusses upcoming changes in communications, society, technology, and business and their impact on media and branding. Key points discussed include the rise of peer-to-peer platforms and social networking empowering consumers, fragmentation of markets, and the need for companies to listen to and engage with audiences and influencers online through blogs, virtual worlds, and other new media. It also provides some statistics on French bloggers and Second Life users.

1. The future of communications Paris - 19 April 2007

2. Video sharing sites – who owns the brand?

3. Treonauts blog – the community developing the brand

4. Virtual worlds – social networking in 3D

5. 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

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. The multitude of peer-to-peer platforms

8. The multitude of peer-to-peer platforms

9. The age of awareness: monologue One corporate voice Media Brand

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

11. 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%)

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

13. EPIC 2015

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. Where & What are the “Influenceurs” ?

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?

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

19. Find them, Get to Know them & Connect With them

20. Ziki.com : Be Visible

21. 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.

22. Thank you!