Table Ronde Peer Media Text 100_19-avril-2007

The future of communications

Paris - 19 April 2007

Video sharing sites – who owns the brand?

Treonauts blog – the community developing the brand

Virtual worlds – social networking in 3D

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

EPIC 2015

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

Ziki.com : Be Visible

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!