Qu'est-ce que la gamification ? Coca-Cola Marketing Shifts from Impressions to Expressions - Joe Tripodi - The Conversation. By Joe Tripodi | 9:05 AM April 27, 2011 This post is part of Creating a Customer-Centered Organization. A lot of us remember when the role of the CMO was much simpler. Information flowed in one direction: from companies to consumers. When we drew up our plans and budgets, the key metric was consumer impressions: how many people would see, hear or read our ad? Today the only place that approach still works is on Mad Men.
Now information flows in many directions, consumer touch points have multiplied, and the old, one-size-fits-all approach has given way to precision marketing and one-to-one communications. Perhaps the most consequential change is how consumers have become empowered to create their own content about our brands and share it throughout their networks and beyond. In the near term, “consumer impressions” will remain the backbone of our measurement because it is the metric universally used to compare audiences across nearly all types of media. Planning for Participation « Planning in High Heels. There are seven words that make my heart sink these days more than any others. No, they’re not “high heels are bad for you: fact”, or “there is no chocolate left for you”, but: “then people can upload their own versions”. Of course they can. But why on earth would they? The assumption-without careful consideration of motivation, incentive and user experience-that users are desperate to upload their own content is the new “let’s do a viral”.
Yes, some great pieces of film are much parodied, painstakingly re-edited and lovingly mocked-the Downfall parodies series, for example, is a gift that just keeps on giving. There have been some excellent provocations recently about lazy (or over ambitious) participation. So, as ever when putting pen to…screen…I ask myself: what do I have to add? If our choices, then, are participation or irrelevance, then we had better, collectively, get better at designing for participation. 1. 2. 3. 4. 1. Is our objective depth or scale? 2. 3. 4. Like this: La manière dont on s’exprime permet-elle de prédire le succès d’une relation.
La lecture de la semaine, il s’agit du compte-rendu que le site eScienceNews fait d’une étude portant sur le langage amoureux, une étude qui montre que la manière dont les couples se parlent permet de prédire le succès de la relation. Nous savons tous, commence le compte-rendu, que les gens ont tendance à attirer, à rencontrer et à épouser des gens qui leur ressemblent en termes de personnalité, de valeurs, et d’apparence physique. Néanmoins, ces paramètres ne reflètent qu’en surface le fonctionnement des relations humaines. La manière dont les gens parlent est tout aussi importante. Une étude récemment publiée dans Psychological Science montre que les gens ayant un style de langage similaire sont plus compatibles. L’étude s’est concentrée sur des mots qu’on appelle “les mots fonctions”. Ce ne sont pas des noms communs, ni des verbes ; ce sont des mots qui servent à relier d’autres mots. Image : une composition Flickr autour du langage amoureux, justement, mais en image.
5 Things Agencies Can Learn From Music Labels. Author: Dan Hauck, ex-BBHer, now Planning Director at Sony Music UK The title might sound a bit presumptuous, but that’s not the intention. Clearly, there are a huge number of things that music labels can learn from agencies, and indeed most labels are only starting to embrace things that have been commonplace in agencies for years. Why should anyone listen to an industry that is in such obvious structural and financial turmoil? Well, partly because that’s exactly why the music industry is starting to embrace change where it once ignored it, happy to let the CD dollars roll in. Those days have well and truly gone, and that has brought a realization that if they don’t do something new, they might not be doing anything at all. But mainly because the particular nature of the music industry has led to certain practices that I believe agencies can learn from. In truth, some initiatives have worked better than others. 1. 2. 3. 4. 5.
Dan.hauck@sonymusic.com @danhauck. Du rôle du design dans les politiques publiques » Article » OWNI, Digital Journalism. Co-conception, créativité, bottom-up, les politiques publiques ont beaucoup à apprendre du design. Synthèse. Publié en avril 2010 à la Documentation Française, le Design des politiques publiques est la première édition de la 27ème région, « laboratoire de transformation publique ». Issus du milieu du design, les acteurs de cette structure se proposent de réviser la conception de projets à caractère public à travers des méthodes liées au design. Comment cette discipline que l’on range habituellement dans le monde de la forme et de l’image peut-elle intervenir dans le débat public ? N’est-ce qu’une question de relooking ou y aurait–il réellement un design de politiques ? L’innovation par la co-conception avec les utilisateurs Les designers de “l’innovation sociale” considèrent le design selon une définition plus large que celle que l’actualité nous laisse entendre.
Le design n’est pas une profession, mais une attitude, affirmait-il. Bottom up Le rôle du designer Pas de design sans créativité. Things Real People Don't Say About Advertising. Feb 3 Submitted by @melissas_cloud. Jan 31 Submitted by brandy gill.
Google, Facebook, Twitter, Yahoo!… Leçons d’innovation aux médias. Crédit: AA Ils bâtissent la Google TV, l’Apple TV, l’algorithme de Google News, le tri intelligent des courriers sur Gmail, le newsfeed et les pages profil de Facebook. Au royaume de la Silicon Valley, là où siègent les mastodontes du Web, les rois sont les… développeurs, ces experts en langage informatique qui «mangent du code» et sont au cœur des Google, Yahoo!
, Twitter et Facebook. Leur rêve: travailler pour l’entreprise la plus innovante au monde. D’après un classement mené en 2010 par l’institut Universum auprès de 130.000 étudiants, Google et Apple figurent toutes deux en bonne place parmi les entreprises considérées comme les plus attractives de la planète. Du point de vue des développeurs, le critère d’attractivité d’une entreprise se résume à un qualificatif: celle-ci doit être «hot». Un terme qui désigne une technologie récente ET susceptible de révolutionner la vie (pas qu’en ligne) des utilisateurs. Et si les médias s’en inspiraient? 1. 2. 1. 3. 4. 5. 6. 7. Chez Yahoo! 8. Being Steve Jobs’ Boss.
A great article on how Steve Jobs is a bit different as a CEO at Apple…. and some great pointers for those leaders out there =). “An anecdotal story: A friend of mine was at meetings at Apple and Microsoft on the same day. And this was in the last year, so this was recently. He went into the Apple meeting (he’s a vendor for Apple), and as soon as the designers walked in the room, everyone stopped talking, because the designers are the most respected people in the organization. Everyone knows the designers speak for Steve because they have direct reporting to him.
It is only at Apple where design reports directly to the CEO. Later in the day he was at Microsoft. Read the rest of the article here, or after the jump. Steve Jobs was 28 years old in 1983 and already recognized as one of the most innovative thinkers in Silicon Valley. You talk about the “Steve Jobs methodology.” Steve, from the moment I met him, always loved beautiful products, especially hardware.
Isn't Nike a good analogy?