Web Strategy by Jeremiah Owyang | Social Media, Web Marketing By Jeremiah Owyang, from Silicon Valley In many respects, Silicon Valley sits atop the world. Its growth and influence has made it the globe’s top location for innovation, STEM jobs, IT patents, venture capital funding, and Internet and software growth, and Unicorn startups galore. And yet there’s also been a shift in the Valley’s culture. Growing social and economic rifts have bred fraud, anger and protests. One could argue that there’s an emergence of signs that strikingly resemble Detroit in the glory days of the age of transportation. In Detroit’s case, where I visited earlier this week, the Motor City reveled in its dominance in the 1950s, but growing social unrest soon culminated in a massive riot in the late 1960s. Here are four threats, aside from natural disaster, or whole scale physical attack for Silicon Valley today, along with a futuristic probing of their possible conclusions in the coming decades:
Social Media, Power & Metcalfe's Law The question was: " What do you think is more important for attaining power: followers or who you follow?" It was directed at me as I sat on a panel at the Social Media Summit, produced by London-headquartered Lewis PR. It took me by surprise and one live tweeter accused me of skirting the issue and not understanding about power. It took me by surprise because most people who follow me know that I see social media as all about the conversation; not power. The way social media works just about the same way computer networks work. But value for the individual simply does not translate into power. But each of us matters very little to the sum of the massive networks we connect with. Networks have great power in social media. We can, however, benefit greatly from the power of the networks we join. Social media is about so many things.
Quel usage professionnel pour Twitter ? Tout le monde entendu parlé de Twitter.com, ce service de MicroBlogging qui permet d’envoyer des messages de 140 caractères à ses correspondants. Mais cet outil ne s’est pas encore démocratisé, et il est encore l’apanage d’une minorité férue de technologie. Pourtant cet outil recèle un énorme potentiel pour trouver des clients, améliorer le référencement d’un site internet, garder le contact avec ses prospects… C’est pourquoi nous allons vous présenter comment utiliser Twitter pour un usage professionnel. Pourquoi utiliser Twitter ? Au départ Twitter est un outil dont on ne voit pas trop l’intérêt, car si on veut envoyer un message il y a les emails, si on veut gérer ses contacts il y a Facebook, si on veut chatter il y a MSN, si on veut écrire des articles il y a les blogs et pour partager des liens intéressants il y a les Digg Likes… Alors pourquoi Twitter ? Voici quelques chiffres sur Twitter de socialcomputingjournal.com : Quels sont les usages concrets de Twitter dans une entreprise ?
Les réseaux sociaux à la rescousse de l'affiliation Après avoir connu des années fastes, l’affiliation semble marquer le pas. Si la tendance n’est pas franchement à la baisse, la croissance du chiffre d’affaires lié à l’affiliation devrait s’établir autour de 20% cette année, contre 30% en 2008. Du coup, les régies médias n’hésitent pas à renouveler leur offres et vont chercher les internautes, là où ils sont : sur les réseaux sociaux ! Les années bling-bling semblent bien finies pour les plateformes d’affiliation. Après des années de croissance très marquée, l’affiliation semble marquer le pas, malgré un bon premier semestre en 2009 (+11%, 80 millions d'euros de chiffre d’affaires). La faute a la crise, qui a rendu les annonceurs plus prudents. Pourtant l’affiliation reste solidement accrochée en quatrième place des investissements publicitaires on-line, loin derrière cependant du search (achat de mots-clés), du display (bannière publicitaire) et des annuaires.
How Social Media Drives New Business: Six Case Studies Businesses both big and small are flocking to social media platforms such as Twitter, Facebook, YouTube and Foursquare. The fact is that a presence on these platforms not only allows companies to engage in conversations with consumers, but also serves as an outlet to drive sales through deals and coupons. And while major brands like Starbucks, Virgin, and Levi’s have been participating in the social web for some time now, the rate of adoption among small businesses is increasing too. According to a recent University of Maryland study, social media adoption by small businesses has doubled from 12% to 24% in the last year. But as these businesses look to Facebook and Twitter to connect with customers, many are finding that some strategies work and some do not produce results. We’ll be exploring these questions at a panel on Social Media and Businesses at our Social Currency CrunchUp on July 30. Kimball says he has no marketing budget and Twitter has been a great way to amass fans. Dr.
Gilan Médias sociaux: Point de bascule (?) Vous connaissez sans doute le fameux "Tipping point" (ou encore point de bascule) de Malcolm Gladwel ? Ce fameux point à partir du quel une idée/produit/contenu se propage et prend de l'ampleur grâce à un évènement ou une action pouvant sembler quelconque ou même insignifiante. Tous les marketeux cherchent justement à atteindre ce point de bascule pour faire adopter leurs produits et surtout (de plus en plus) afin de viraliser leurs contenus en utilisant notamment les médias sociaux ! Sauf que c'est loin d'être si évident, faut déjà trouver le contenu qui s'y prête (pour "contaminer" vaut mieux que ce soit fait avec un virus). - Le nombre de vues à partir duquel une vidéo devient virale ? - Le nombre de fans Facebook à atteindre pour qu'une fan page puisse être connue et continuer à "acquérir" des fans sans soutien média ? - Le nombre d'articles minimal sur les blogs (sans parler de l'influence des supports) pour qu'un contenu puisse devenir viral ?
HOW TO: Measure Social Media ROI Olivier Blanchard Basics Of Social Media Roi Defining Clear Goals As a standard formula, ROI is pretty basic, ROI = (X - Y) / Y, where X is your final value and Y is your starting value. In other words, if you invest $5 and get back $20, your ROI is (20 - 5) / 5 = 3 times your initial investment. In the financial sense, ROI is measured purely in the context of dollars and cents, however, the principles can really apply to any type of investment — monetary or not. Having concrete goals and concrete baselines is crucial to calculating your return on investment. Once you have your goals defined, you need to gauge the baseline for your levels before starting or changing your social media strategy. Metrics Tools Although ROI ≠ metrics, traditional web metrics like traffic counts, number of comments, Twitter followers, Facebook fans, etc. are an important component when calculating your ROI. The trick is to not rely solely on the numbers, but on what the numbers end up leading to.
The Hybrid Theory Manifesto: The Future of Marketing, Advertising, and Communications Part One inShare0 Hybrid Theory |ˈhīˌbrid thee-uh-ree |: The fusion of creative and communications, combining earned and paid media to enliven ideas, unite communities, amplify stories and spark desired outcomes. Part One of Three… Marketing, advertising, service, communications, and business dynamics in general is undergoing incredible transformation. Business and its supporting branches of information dissemination, connection, and contact, are no longer practical in the era of interactive media. Social Media Upsets the Balance In social networks, attention is earned and engagement is a privilege. In its sixth Communication and Public Relations Generally Accepted Practices (GAP) study produced by the Strategic and Public Relations Center at the USC Annenberg School for Communication & Journalism, it appeared as though a clear winner was crowned in the tug of war for social media governorship. The Five P’s of the Marketing Mix We’re familiar with the Four P’s of the marketing mix. 1.
Jean Michel Billaut 7 Steps to Creating and Cultivating a Brand in Social Media inShare14 In business, we learn through everything we do and it influences all that we try and repeat. When something new comes along, we tend to view it with either enthusiasm or skepticism, or in some cases a bit of both. Such is true with the advent of Social Media. As business, marketing and service leaders, we face new challenges. Even though Social Media represents nothing short of a revolution in business, it starts with practical steps that help you find the answers to move forward with confidence and direction. 1. Social Media is about people connecting with people, not avatars. 2. Assess how the brand is perceived today using search tools for the traditional and social web. 3. Each tool mentioned above provides you with alert systems to let you know when your keywords appear online as they happen. 4. Twitter, Facebook, YouTube, Flickr, blogs, are among the most often social networks discussed in popular media today. 5. 6. 7.
Les vidéos qu'il ne fallait pas rater cette semaine Chocapic Le nouveau clip de Ok Go Light Vidéo - du stop motion techno bluffant Light Drive from Kim Pimmel on Vimeo. Diesel : I was made for run Susciter l'intérêt autour des "guidelines" Le livre du futur : The Future of the Book. from IDEO on Vimeo. Un nouveau lol cat bien rythmé source : publigeekaire Ne jamais rien refuser à un Panda Je suis assez surpris de voir cette vidéo revenir car elle a plus de 3 mois il me semble...mais à voir le nombre de vues sur la vidéo publiée cette semaine (presque 2 millions) elle n'avait pas été vu à l'époque... 3 Tips for Managing Your Online Reputation Antony Mayfield is iCrossing's Senior Vice President, Social Media, leading the company's services and innovation efforts related to the social web. He is also the author of Me and My Web Shadow, a newly released everyperson's guide to the social web. You can find him on his blog or Twitter. The measure of your reputation is what you do plus what others say about you. As the social web has distributed the power and influence formerly held by the mainstream media, it has created the need for personal reputation awareness. 1. In the course of writing my book, I had a call from a BBC researcher asking for background on social networks. It made me think about my own family's personal details and images. It was a clear lesson: If you want to manage privacy, reputation, and your security to any extent, you have to think about those around you — especially those who are not as tech-savvy. 2. Reputation is a messy and uneven business. 3. Conclusion