Author(s) : Stephanie Challener

 

Is a symphony orchestra the most famous Americans. The orchestra launched the first webcast that was broadcast around the world in April 2010. Then in October 2010, the DSO has developed mobile applications for Android and iOS devices. This allowed their first concert webcast Pops.The goal is to use technology live web streaming in the framework of a broader marketing strategy and become "the most accessible orchestra on the planet, visible as possible by anyone anywhere" said Scott Harrison, senior director of patron engagement and loyalty and also general manager for digital media. "The DSO has achieved 25% of ticket sales through the website," according to Scott Harrison. Digital Marketing was therefore a very high return on investment. The advantages of digital media marketing growth in ticket sales and recruiting more subscribers.

 Indianapolis Symphony Orchestra

When it began in a quest to expand beyond its main customers. "The campaign was designed to reach audiences through digital media social media marketing, mobile communications and the Internet," said Mark Newman, Vice President of Marketing and ISO communications.Social media, e-mail, website and applications for smartphones are at the heart of marketing efforts ISO."Email marketing provides a constant stream of ticket sales," says Newman. Nearly 40% of ticket sales take place online and track the sales back to the mailing.The email is as one of the main ingredients of the marketing mix to increase ticket sales, let your audience know of upcoming events, and maintain contact with customers.To varying degrees, digital media have become an essential ingredient in the marketing mix of art.In the United States, arts organizations generally consider a rate of 20% open standard. And in the UK, arts organizations typically reach a rate of 30% open, but they tend to send emails less frequently.

National Theatre of Scotland

Has invited people of all ages to submit ideas for five minutes of work they could produce and perform. A 24 hours broadcast games five minutes throughout Scotland, United Kingdom and elsewhere, some pre-recorded and played some live "live web" in time slots specifically designated. Within 24 hours, 1,000 participating artists received 22,000 views on the web from 6300 people in 51 countries. Mini-shows were also posted on the YouTube channel individually; bringing to 26,000 other views and continues to climb.

Conclusion

Consumers are spending more and more time on social media at the expense of other media. This change in behaviour required an adaptation of professionals to communicate their messages and reach their audience. With this advent, you can think, create and perform an artistic activity through social networks ? And if yes, what manifests this art form ?

Pinterest is a good asset in a social network that allows users to view, share and discover new interests "pinning" (images or videos on their own or others’ favorites). Users can upload images from their computer or "pin" things they find on the Web using the Pinterest "Pin It" or URL.It is a way to manage a part of the proceedings lives and drive traffic to pages on a website and help the company. Early research indicates that Pinterest is more effective to generate traffic from other social media sites, even on Facebook.

Author(s) : virtual, e-marketing, e-business, reality, business, phychology, nowayland

                                                   Virtual reality and e marketing

Author(s) :

These days, costumers have many options to go online. There are computers, smartphones and tablets but also TVs, eReaders and even gaming consoles. That’s why today it’s very important for the content and collaboration (C&C) professionals to consider new strategies for their web content management (WCM).
The mobile demand is explosively growing and the American company Forrester forecasts that by 2015 in the USA alone there will be 159 million smartphones and 82 million tablets in use. It is therefore necessary to develop the mobile content which will require not only time, effort and money but also new skills, processes and in some cases even new technology will be necessary.

Furthermore a Forrster’s survey showed that the online customer experiences are no longer limited to traditional websites. Today there are 60% of online US adults who engage in the mobile channel. For the organizations it has become important to support all these channels but there are also difficulties because to satisfice the customer’s expectations you have to create tailored presentations for multiple mobile devices.
To make these processes a lot of easier for the organizations and to not waste too many time the Four Questions Guide was developed to manage the web mobile content.

First of all you have to consider whether to use mobile web, mobile apps or both. A Forrester’s survey showed that 61% of US online adults who download app on their smartphones are more likely to access to mobile internet at least daily. So for the C&C professionals these means instead of thinking about going mobile with a website or an app they should consider to deliver content to both and they should rethink what functionalities works best in apps versus mobile web. According to a survey apps are better for rich user interfaces and/or discrete functionality like for example checking your bank account or flight status. The mobile web however is more used for general information.

The second question is to consider whether to use device-specific or device-agnostic.
The use of device-agnostic means that there a fewer templates to manage and it’s easier to maintain presentation and brand consistency. But the disadvantages are that there is an increased chance mediocre experience and the use of device-agnostic doesn’t allow taking advantage of device-specific characteristics. Because the advantage of device-specific is a better customer experience. In contrast to device-agnostic, device-specific has the ability to take advantage of device-specific characteristics. But therefore there are more templates to manage and it’s harder to maintain presentation and brand consistency.

The third point of the Four Questions Guide is how to structure presentation templates.
A power and business user friendly approach is better when presentations have a great number of variations. This is given with WCM vendors like for example Adobe or SDL who allows creating global content and presentation elements in order to manage families of presentation templates that support traditional web, smartphones, tablets and other devices. But if there are fewer variations between presentations and developers maintain those variations, it’s better to use fewer presentation templates and manage device-specific requirements.

And last but not least the fourth and last point of the Four Question Guide is weather to use the technology that the existent web content management vendors provide or go with a mobile specific development and delivery platform.
Already today WCM vendors allow to manage traditional web and mobile experiences within the same the content management and development environment. But not every single portions of a company’s website may be delivered via one same WCM, that’s why WCM-based mobile functionality may only work for a portion of a website.

In summary the C&C professionals have to start thinking about multichannel content management rather than WCM. They need to design channel-agnostics content processes and architectures. Also the C&C professionals should optimize content for less real estate and bandwidth rather than more.

Author(s) :

                             Virtual reality and e marketing

Author(s) : Pierre Barthélemy

Author(s) : Cindy Chiu, Chris Ip and Ari Silverman

Most famous social media don’t have access to China (Facebook, Twitter, YouTube …), nevertheless China has developed its own social media because it’s very important and it’s the second biggest economy in the world. Despite they’re not using the same social media than occidentals; they are doing the same thing on it. (Preparing journey  …)
First of all we are going to emphasize the importance of Social media in China.
 
Not only that, China have the world’s biggest internet user base (513 million, twice more than the United States) they also have the world’s most attractive environment for social media with 300 million more users than other people in the world. Not only they use them a lot but they also have multiple social media accounts. China’s online users spend 40% of their time on them, and more and more people are using their phone to access to them. The most famous social network is weibo. Weibo is a Chinese micro blogging website (corresponding to Facebook or twitter)                                                                
 
Social networking allows a lot of companies to develop themselves (they could embed multimedia content 18 months before Twitter). First in 1994, there were only forums and communities then, instant messaging, blogs and to finish social networks.
We can notice that the Chinese appreciate a lot the fact that they can say their opinion about anything on the web. And thanks to an independent survey we notice that 66% of Chinese relied on their recommendations from friends or family. (Instead of 38% in the USA).But they are skeptical of authority.
The fact that Chinese share their opinions about anything and everything increase the completion in China. Indeed a lot of companies hire people to write positive things about their products and discredit their competitors. Companies try to do deals with them and try to identify the writers but it’s not easy, because of the possible risk to draw the wrong conclusion about the customer’s opinion.
For exemple, thanks to the social media some companies tried to promote their product by producing a drama series dedicated on their web site. People lived it and share it with everyone single person they new
China’s social media sector owns a lot of platforms. Each one has at least two major local players. According to marketers, this fragmentation requires a lot of skills and resources, which allows managing the complexity of social media. Indeed a lot of companies have to adapt ads to Chinese customers (like Dove or Estee Lauder.)
Thanks to the development of social media, people expect individuals’ answers right now.
 

Conclusion:

 

 

To come to the conclusion, even if China doesn’t use Facebook, Twitter or YouTube, China is the biggest social media market in the world with a lot of users who own a lot of account on different social networks. Plus they spend a lot of time on it. More than other people in the world. For many people social media have become the only source of news (social arrest, natural disasters, and protest even if China ‘government tries to avoid it.). We can wonder on means that the government is going to set up to controller that. And using social media is one of the key to reach customers (brands, reach new customers, lunch products …).
If China’s social media (weibo…) are those attractive maybes we can wonder if they will work at the international ladder.
 

Authors:

 

 

 McKinsey Quarterly is a business journal of McKinsey & Company. They aim at offer new ways of thinking about management in the private, public, and nonprofit sectors.  And to help business people run their organizations more productively, more competitively, and more creatively.
Quarterly articles, written by McKinsey consultants, offer practical ideas based on the Firm’s experience with the world’s largest companies and on proprietary research and close ties to academic institutions.

Author(s) : Cheri speier and Michael G. Morris

Introduction

Comment faciliter la prise de décision? De quoi dépend-elle?

Cette étude essaye de comprendre ce qui entre en jeux dans la prise de décision.

Author(s) : David GEFEN, Elena KARAHANNA, Det W. STRAUB

Introduction

La confiance est généralement cruciale dans la plupart des activités économiques qui peuvent se révéler opportuniste ou indésirable. Les e-sellers doivent constamment maintenir et reconstruire cette confiance.
Selon TAM (Technology Acceptance Model (Davis 1989)), l’intention d’accepter volontairement, c’est-à-dire utiliser, un nouveau système  est déterminée par deux croyances relatives à (1) l’utilité perçue de l’utilisation (PU : Perceived Usefulness) et (2) la facilité d’utilisation perçue (PEOU : Perceived Ease Of Use).
En raison de l’absence de garanties éprouvées que le e-vendeur ne va pas s’engager dans des comportements opportunistes nuisibles, la confiance est également un aspect crucial de l’e-commerce.
De tels comportements incluent la tarification déloyale, la transmission de l’information inexacte, les violations de la vie privée, l’utilisation non autorisée de renseignements de carte de crédit, et le suivi des transactions non autorisées. En effet, certains chercheurs ont suggéré que les clients en ligne généralement rester à l’écart du e-vendeurs auxquels ils ne font pas confiance.
Quand un environnement social ne peut pas être régie par des règles et coutumes, les gens adoptent la confiance comme une stratégie centrale de la complexité sociale de réduction. En faisant confiance, les gens dégagent leur complexité sociale perçue à travers une croyance qui peut, à certains moments, être irrationnelle.

D’après les mots de Reichheid et Schefter (2000); "Les prix ne régissent pas le Web, la confiance le fait»

Qu’est-ce que la confiance dans le commerce électronique?
La confiance a été conceptualisée par de nombreuses recherches antérieures, à la fois théoriques et opérationnelles.
Globalement, la confiance est considérée comme un ensemble de croyances spécifiques. Basé sur des études antérieures portant sur les interactions entre acheteurs et vendeurs et des affaires, cet ensemble de croyances spécifiques incluent l’intégrité, la bienveillance, la capacité, et la prévisibilité.

La confiance dans un site Web dépend beaucoup de l’utilité de celui-ci, qui rassemble 2 entités principales: la structure technologique et informatique, et le service de l’homme derrière elle.
La confiance est un facteur déterminant de ce que les gens attendent de la situation, tant dans les interactions sociales et dans les interactions d’affaires.

L’importance de la confiance dans ces relations est expliqué par la théorie de l’échange social, ou SET (Homans, 1961; Kelley 1979; Kelley et Thibaut 1978: Thibaut et Kelley, 1959).

L’échange économique peut être schématisé comme étant composé des coûts payés et les récompenses reçues. Des échanges sociaux sont composés de situations où il n’ya pas de contrat explicite ou détaillée liant les parties ou lorsque le contrat est insuffisant pour fournir une protection juridique complète pour toutes les parties impliquées.

Nous devons garder à l’esprit que tout ça n’est pas qu’une question de prix, loin de là. Fondamentalement, la confiance crée un "réservoir de bonne volonté", et les clients sont souvent prêts à payer des prix plus élevés pour les avantages de l’achat auprès d’un fournisseur de confiance.

La confiance, ses sens et ses origines, sont ici étudiées en profondeur. Plusieurs formes sont évoquées :
La confiance personnelle ; La confiance réfléchie ; La confiance basée sur la connaissance de l’autre ;La confiance rationnelle, basée sur le résultat du vécu ; La confiance institutionnelle, composée des habitudes de bon déroulement et la sensation de garanties et de protections légales

Les hypothèses soulevées

H1: Le PU affectera positivement l’utilisation prévue d’un site Web B2C (business-to-consumer)
H2 : La PEOU (facilité d’utilisation perçue) a une incidence positive sur l’utilisation prévue d’un site Web B2C.
H3 : Le PEOU affectera positivement le PU du site Web (B2C).
H4: La confiance l’e-vendeur a une incidence positive sur
l’utilisation prévue du site Web (B2C).
H5 : La confiance affecte positivement le PU
H6 : Etre familier avec un e-vendeur digne de confiance a une incidence positive sur la confiance dans l’e-vendeur.
H7: Les croyances liées à la confiance rationnelle affecteront positivement la confiance en un e-vendeur.
H8 : les habitudes de bon déroulement sur le site auront un effet positif sur la confiance accordée à l’e-vendeur.
H9 : la sensation de garanties et de protections légales auront un effet positif sur la confiance accordée à l’e-vendeur.
H10 : Le PEOU affectera positivement la confiance en un e-vendeur.
H11 : Les habitudes de bon déroulement affecteront positivement le PEOU.
H12 : Etre familier avec l’e-vendeur aura un effet positif sur le PEOU.

Les résultats

L’étude suggère que les confiances à motiver sont les suivantes : les habitudes de bon déroulement,  la sensation de garanties, la confiance rationnelle, et le fait d’être familier avec le vendeur.

La conclusion

En résumé, les résultats de cette étude nous révèlent que les e-vendeurs ne doivent pas seulement réaliser des sites utiles et faciles à utiliser, comme le suggère le TAM, mais doivent aussi inclure des mécanismes de création de confiance.

Les références bibliographiques

Les références bibliographiques étant très nombreuses sur cet ouvrage, je vous invite à les consulter directement, dans les pages précédant l’annexe.

Author(s) : Heshan Sun, University of Arizona

Author(s) : ALI Jamila