Table Ronde Peer Media Text 100_19-avril-2007
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The future of communications Paris - 19 April 2007
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Perspectives on Peer Medias and understanding on how the medias & communications evolve.
Transcript of Table Ronde Peer Media Text 100_19-avril-2007
The future of communications
Paris - 19 April 2007
Treonauts blog – the community developing the brand
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
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
The multitude of peer-to-peer platforms
The multitude of peer-to-peer platforms
Media
The age of awareness: monologue
One corporate
voice
Brand
Media
Many human voices
Phase 1 ListenPhase 2 Prepare Phase 3 Engage
The age of authenticity – dialogue
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%)
Local data: the French and Web 2.0
SOME FRENCH WEB 2.0 INITIATIVES
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 » ?
Where & What are the “Influenceurs” ?
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?
Where are my bloggers ?
Have you already « googled » your name ?
tracks online conversations.
Follow what’s being said about you
Find them, Get to Know them & Connect With them
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.
Thank you!
