Qu’est-ce que le Perception Management ? Cerveau émotionnel : clé du PM Les cités les plus rayonnantes ont toujours été celles admirées pour leur avance scientifique, culturelle, économique ou leur avant-gardisme concernant les Droits de l’Homme. Tel fut le cas d’Athènes lors du « miracle grec », de Bagdad au temps de l’âge d’or de l’islam et des sciences arabes, de Paris au Siècle des Lumières et de Venise au temps de la Renaissance ou encore de Vienne au tournant du XXe siècle. Ces avances leur ont conférées un rayonnement qui a fait connaître ces cultures de par le monde et donc qui a contribué à développer leur influence. Plus proche de nous, la culture américaine s’est répandue sur la planète et suscite le désir. Conscient de ce mécanisme d’attraction, les américains ont développé une discipline leur assurant une attraction toujours aussi forte et, par un jeu d’imbrication, une influence puis une puissance confortées… le Perception Management. Le Soft Power Les neurosciences Il en résulte alors principalement que :
Paper: the next great iPad app, from the brains behind Courier 1inShare Jump To Close Georg Petschnigg throws his hands into the air as he traces the ages of human evolution that led us to develop the fragile wrists we need to use tools. Today, we mostly use our fingers to interact with touchscreens — the increasingly predominant means of controlling computers — but Petschnigg isn't content with that. Sticky TOC engaged! Interview Interview Design and UI Design and UI The tool Petschnigg and his company FiftyThree thought up is the aptly named Paper, designed exclusively for the iPad. Still, the FiftyThree team is reluctant to admit that there's Courier DNA in Paper, perhaps only because the project they so passionately incubated never came to be. When you first open the app, you first see a panoramic view of all of your notebooks floating in mid-air. Swipe up from the bottom of the screen to reveal your artist's palette, and swipe down again to hide it. Do you remember the last time you used iOS’s "shake to undo" feature? A work in progress Previous
How to Master YouTube Promoted Videos Matt Lawson is the vice president of marketing at Marin Software, the largest paid search management provider. Many people think of YouTube as a place to watch cat videos and post clips of their kids singing silly songs. However, marketers should take YouTube as seriously as they do Google. By many counts, YouTube is the second-largest search engine (behind Google and ahead of Yahoo). YouTube's millions of visitors do a lot of searches, either by way of Google or the YouTube site itself. For marketers, this means you need to think about your video strategy as carefully as you do your paid search strategy. Additionally, with a Promoted Videos account, marketers can add overlays to their videos that link directly to their site, offer a promotion, etc., which will drive traffic to their sites and directly boost sales. 1. Before you even think about buying Promoted Video ads, make sure you have a complete presence on YouTube. 2. 3. 4. 5. Online video is no longer just "nice to have."
12 Top Community Managers Share Their Tips for Better Engagement Engagement is one of the most talked about metrics for ROI. Some argue that the raw number of "Likes", comments and retweets don't mean anything. Instead, they point to a fans' level of investment, loyalty and engagement to determine whether social media is "paying off." A community manager — or social media manager or brand manager, etc. — is responsible for growing this community, providing interesting content and increasing engagement, which should ultimately lead to increased revenue. Mashable gathered tips from top community managers to help you boost activity on your social platforms — they're grouped into various engagement-inducing "actions" below. Calling for Offline Activity "Connect to something physical: As a business with brick-and-mortar locations, our engagement in social media is only as powerful as its ability to also create engagement in our stores. "Don't make delighting your community members a one-time incident. Letting Them Know You Care Responding to Feedback
10 Ways to Humanize Your Brand on Social Media Joe Chernov is the VP of Content Marketing for Eloqua. He is responsible for creating, distributing and measuring content that increases awareness and drives demand. Marketers are suckers for a catch phrase, from “join the conversation” to “think like a publisher.” Now, thanks largely to Facebook Timeline for brand pages, the new marketing slogan has quickly become, “humanize the brand.” Humanizing a brand simply means trying to interact with each customer on a personal level. But for a company to implement that style, there needs to be a shift in how it responds to customers, particularly via social media. 1. I recently asked Alfredo Tan, Senior Director of Facebook Canada, if the company distinguishes between business and consumer brand pages. 2. In Smart Business, Social Business, author Michael Brito writes, "while many organizations are trying desperately to humanize their brand, they are failing to understand that they need to humanize their business first." 3. 4. 5. 6. 7. 8. 9.
Appliquer l’analyse stratégique au lobbying Lobbying et analyse stratégique Qu’est-ce que l’analyse stratégique ? L’analyse stratégique est une théorie développée par Erhard Friedberg et Michel Crozier, tous deux sociologues français et co-auteurs de l’ouvrage (que nous vous recommandons !) « L’acteur et le système, Les contraintes de l’action collective« . Dans une approche classique suivant les théories des organisations, les individus sont formés et conditionnés par l’organisation. L’analyse stratégique peut être définie par deux grands postulats : l’organisation est une construction sociale qui résulte des actions des individus et ces individus (ou acteurs) sont définis par l’espace de liberté qu’il existe entre les contraintes dues à l’organisation. A partir de ces deux postulats, on peut décomposer l’analyse stratégique en 7 étapes : Afin d’illustrer chacune de ces étapes, prenons un cas d’application concret : l’installation d’un parc d’affaires dans un village… Composite Park à Saint-Avold Etape 3 : qualification des acteurs
How to Monitor Your Facebook Network We have truly entered a social-networked monitoring society. So keep an eye on your Facebook friends. In 2009, Zuckerberg declared the age of privacy over. "We introduced Secure.me at the end of last year, and we had a vision that social networks were the next step in the security IT industry," Secure.me Co-Founder Christian Sigl tells ReadWriteWeb. Your Facebook friends, like your real-life friends, are a reflection of you. Monitoring service Secure.me seeks to help users gain more control over their Facebook information. Secure.me is free and easy to sign up for. The privacy analysis scoured my Facebook profile and returned information that already seemed obvious: The fact that I chose to share my hometown, location, education, work, bio, some family members and political views, could compromise the way people choose to view me. The profile analysis discovered that the words "art," "pelvis" and "tattoo" were cause for concern. The Facebook Photo Paparazzi Effect
8 Tips To Maximize Your Brand’s YouTube Presence Michael “MJ” Jaindl is chief client officer at Buddy Media, maker of the social-enterprise software of choice for eight of the top ten advertisers in the world. Visit Buddy Media’s blog for more on social marketing. Creating an account on YouTube is simple, and building a channel for your brand is quick and easy. SEE ALSO: 6 Best Practices For Small Business YouTube Marketing This is why brands need a YouTube game plan that covers all aspects of the brand channel, including aesthetic, video content, and comment moderation. 1. While every brand may not have the resources to churn out new videos every week, laying out a schedule and adhering to it will force you to create fresh content. Using an activity calendar like the one shown above, you can remind your social networks about the type of content you're publishing. 2. YouTube generally caps videos at 15 minutes, but the closer you get to that limit, the less likely you are to keep viewers engaged. 3. 4. 5. 6. 7. 8.
10 Ways to Optimize Your Ecommerce Site for Google Search Ecommerce websites have several inherent qualities — shallow copy, duplicate content and a large product catalog — that make it challenging to achieve a high Google ranking. But there are some best practices you can employ, in addition to traditional SEO techniques, to help your ecommerce site gain traction on Google. It's relatively simple: The more that you pay attention to the pitfalls of search, the more you can benefit from search. While there's no "magic cure" for poor search results — the true science behind Google algorithms is a mystery — paying attention to the little things can ensure that you're safeguarding against ecommerce search issues. Here are 10 ways that you can shape up your site for optimum search attention. Do you have a successful strategy to rise through the rankings in Google? 1. Thanks to Panda, the latest update to the Google algorithm, content does not only have to be unique, but it also must have a level of quality. 2. 3. 4. 5. 6. 7. 8. 9. 10. Bonus!
How to Recruit with Facebook So you've got a great job that's waiting to be filled at your company, and you decide you want to tap into the already measured power of social media recruiting. You start to wrestle with the big kahuna, LinkedIn, and you're also covering niche social media sites for your industry. But you may be ignoring an intensely powerful tool hiding right under your nose — Facebook. The social media mega-site has proven successful for snapping up young professionals, but it can be a great resource for finding talent at any level. According to this infographic by HireRabbit, 48% of all job seekers (and 63% of those with a profile) did social media job hunting on Facebook in the past year.