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. Du point de vue des développeurs, le critère d’attractivité d’une entreprise se résume à un qualificatif: celle-ci doit être «hot». En effet, entre start-up et développeurs, il ne s’agit pas seulement d’une relation employeur/employé. Pour s’arracher les meilleurs, très demandés, les sociétés de la «Valley» alignent les arguments et ont placé la culture geek — celle des développeurs donc — au cœur de leur organisation. Et si les médias s’en inspiraient? NB: L’Ecole de journalisme de Sciences Po, où je travaille, collabore avec Google. 1. 2.
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? 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. But there are also factors particular to this industry that lead a planner in music to a certain type of planning, one which I think can offer some interesting learnings for the discipline as a whole. 1. The music industry is arguably more responsive to sales results than any other. 2. 3. 4. 5. dan.hauck@sonymusic.com @danhauck
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. Image : une composition Flickr autour du langage amoureux, justement, mais en image. “Les mots fonctions sont essentiellement sociaux et nécessitent pour être employés des compétences sociales, explique-t-il. Dans la première étude, des couples d’étudiants avaient quatre minutes pour discuter, puis les partenaires changeaient, le tout étant enregistré. Quelques remarques sur cette étude. Xavier de la Porte
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. 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”. 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. So what are the key tools and questions we can use to deliver relevant-and better-participation? 1. 2. 3. 4. 1. Is our objective depth or scale? This will directly impact on question 2: 2. Are we targeting super fans or those with more passive levels of involvement? 3. 4.
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. 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. Steve had this perspective that always started with the user’s experience; and that industrial design was an incredibly important part of that user impression. Probably.
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. 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. So, in addition to “consumer impressions,” we are increasingly tracking “consumer expressions.” So what are the keys to winning in this new era of empowered, engaged and networked consumers? Accept that consumers can generate more messages than you ever could. Develop content that is “Liquid and Linked.” Accept that you don’t own your brands; your consumers do.
