Author(s) : Mortern Falch

Author(s) : Patrick Spenner

                  But what is the true role of the ringmaster in a firm. Let us take the example of Ford Fiesta and its site “fiestamovement.com”, which permit to make new members in the community. By encouraging people to share pictures,  videos,  articles on blogs and other things.  This kind of site permits Ford to keep contact with its customers everywhere they are, and know what is the point of view of the customers on the brand. 

                    Zena Weist and H&R Block

       Let us take another example , Zena Weist  at H&R block helped by a virtual team “composed of employees from customer service, marketing and corporate communications “ create and interactive presence on social platforms, which one again permit to keep contact with customers.

                   Conclusion :

        By reading this article, it make me thing about the fact that you can easily confound the role of the ringmaster in a firm as it is explain in the article we’re just reading , to the function they barely  give to the community manager. 

Author(s) : treizearticlesweblab

                                 

                                    

Author(s) : Femmes & Développement Durable (FDD)

Social networks have rapidly invested in the field of sustainable development. Whether to use the dominant networks, tools or specific communities dedicated network Women & Sustainability wanted to review these new media and has asked these four questions:

What forms revolve around social networks for sustainable development?
What are the profiles of the users and what are their expectations?
Which links businesses and NGOs can develop with these networks?
What are the benefits and risks wait for communication?

Before reviewing all projects, we will first see the microblogging.

From "Novel" to "Tweet"

When speaking of sharing, one of the challenges is to understand what is being shared. In less than a decade, the Web has increased the availability of long detailed articles from specialized sites often blog with "posts" (= article posted online) shortened to allow easy reading (the same phenomenon affecting online press). Probably resulting from the generation zapping sursollicitations of users who have trouble focusing on a subject and are increasingly pressed, the items are considerably shortened, made ​​sacred by the advent of twitter. Now, on the latter, the user does not have more than 140 characters (SMS) to post online content (called a "tweet"). Better, the tendency is to retweet: the user no longer writes, he simply transfer small comments of others. Thus, information is spreading faster than ever.
This raises a genuine debate on the quality of content, where rapid exchange seems to prevail more on verifying the accuracy of the information or sources.

Down to Earth, laboratory Danone

Danone platform "Down to earth" is the only voice on the Danone corporate social media space, acting as a lever to affirm the expertise of Danone on 4 themes:

• nature

• nutrition

• ecosystem

• social business

The objective is to share the vision of Danone and innovative experiences in the fields of sustainable development and corporate social responsibility (CSR). The platform, which includes both the group’s presence on facebook, twitter, youtube and tumblr, also serves to promote the project background Danone Communities, a social business incubator launched by Danone in 2006 (www.danonecommunities.com). It is also a way to manage the reputation of the company to ensure greater credibility with consumers.

 WiserEarth, forge a link between the millions of associations in the world

If facebook is still by far the most famous social network and the most widely used, it remains a model before any commercial, a closed network. Faced with this business model, the NGO wanted WiserEarth is a vertical network, the service of collective intelligence.

Born 5 years ago, now meets WiserEarth 67,000 people and 3000 groups / NGOs / associations. The NGO has begun inventorying organizations fighting against inequality and sustainable development to reunite and give visibility to their work and projects (nearly 113,000 organizations identified to date). The aim is to share experiences and foster partnerships with companies. WiserEarth continues to use social networks "classical" (eg facebook) to reach the public and stakeholders as conversations should not only take place on their website.
The network operates on the same model as Wikipedia (http://fr.wikipedia.org), with content created by community members. The information is no longer controlled by the great powers or large enterprises, everyone can initiate solutions and become an actor of change and activist.

The Challenge "Hanvie de faire la différence" (Desire to make difference) by Crédit Agricole

Starting with a question on how to intelligently use social networks to grow within the company and evolve, Crédit Agricole launched in November 2011 the challenge "The hanvie make a difference."

Working in partnership with STUDYKA young company to bring students from the world of business, the goal was to find new ways of working with people with disabilities and learn to work together. Through social networks, this approach has to reach and attract students, without having to contact each school or university.
The challenge for the students was to imagine a strategy to attract and integration of students with disabilities in business, the key lots planned for the winners (first prize: a trip to Italy for 10 days, including a meeting with HRD local subsidiary of Crédit Agricole, Cariparma)

In conclusion, members of Women and Sustainable Development advising companies on social networks:

• be transparent

• to listen

• accept the conversation

• remain humble

• create own content…

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

China is the second largest economy in the world behind the United States of America. There are more than 1.35 billion people. In the digital world, China has the largest number of Internet users with 513 million people, roughly the double of users in the USA (245 million). This figure shows undeniably that the country is developing day by day and people are more interested in the digital age, especially social media. This is not to be taken lightly by companies wishing to enter and conquer the Chinese territory.

 

With more than 300 million people in China who use social networks, blogs and other online communities, many companies, most local, have smelled good business by offering services in the field of social media. They are more advanced than those in USA. For example, Chinese users could integrate multimedia content, while Twitter users could only do that after 18 months. You should know that social media began in China in 1994 with forums and online communities, which made the country a big expert in social media. And since, according to a survey, Chinese Internet users spend more than 40% of their online time on social media, a figure that is increasing every year. And over 80% of users have multiple social media accounts.

 

Facebook is the number one social network in the world, which is not the case, at least in the minds of Chinese people. Indeed, "Renren" the local social network similar to Facebook is more successful than the American giant. It is the same case for other social networks (see below the social media competitors) 

 

 

 

This determination to use local tools demonstrates that China wants to show that the Chinese market is unique. Social tools are, for most Chinese people, a source of recommendation for consumption, for example, they appreciate the advice of opinion leaders in social networks unbeknownst to formal institutions and authority which the Chinese people are a bit skeptical about them. 

 

 

The enthusiasm about using local social media, which became common and almost indispensable for the 300 million users, forced companies to adapt to this lifestyle. In order to understand and stay closer to the consumers: companies have adopted “test and learn” approaches as well as relational approaches especially in following the platforms and actors on this sector. The contents of a marketing campaign on social media should be authentic and user-oriented, which allows users to feel understood by the company.

 

Example of the effectiveness of a company in the Chinese market: brand DOVE

 

Dove, a brand of soap and cosmetics, has established in China, a media campaign named "Real Beauty" to promote the natural beauty of women, which significantly captivated Chinese consumers who have seen real women overweight and unattractive. In addition, Dove did a partnership with the TV Show "Ugly Wudi", a Chinese adaptation of the American TV Show "Ugly Betty". In fact these TV Show convey the story of the real beauty. This campaign was also launched with tools such as the blog "Wudi" as well as online discussions for beauty advices. All these approaches allowed Dove to increase by 21% the sale of its cleaning products and an increase of 44% of its notoriety.

 

“The estimated return on investment from this social-media campaign was four times that of a traditional TV media investment”

 

So we can conclude that a company, whatever the market where it is, must adapt according to the culture, customs and the population style of consumption. The company’s approach is mainly based on the interaction with the consumers (generate buzz, always be in direct contact to respond to consumer concerns etc.) in order to win consumers loyalty. The Chinese social media market offers many opportunities for new companies wishing to conquer the Chinese market despite of the country particularities. 

Author(s) : ComScore

comScore – The Power of Like

Facebook is the dominant social networking site with an audience of approximately 160 millions U.S, visitors each month and accounts for 90 percent of all time spent on social networking sites. What is the real importance of Fans and Friends of Fans?

Hypothesis:

1. The social media fever touches every age bracket
2. Facebook is one of the most popular social media
3. Most branded content exposure occurs in the Newsfeed
4. Friends of Fans are more important than Fans themselves
5. Facebook offers global marketing channels for brands

Results:

1. Among Internet users, some 62% use social networking sites such as Facebook, Twitter, MySpace or LinkedIn. Roughly a third use every day, with most of the balance using it at least a few times a week. Based on all Internet users, the average frequency of accessing social networking sites is about 12.4 times per month. Among those who actually access sites, the average frequency is 18 times per month, about 4.5 times a week. There are big variations by age group – with almost all of those aged under 30 (93%) using sites and the majority using every day. Those aged over 40 are substantially less likely to be users overall.

2. As of September 2012, Facebook has over one billion active users, more than half of them using Facebook on a mobile device.

3. Understanding the importance of the newsfeed to the Facebook user experience helps illustrate how and where users are likely to and digest information on the site. This implication is especially important for brands with a presence on Facebook, since the Newsfeed offers a greatest opportunity to reach and engage with current and potential customers. In other words, social media brand content is primarily consumed within the Newsfeed as opposed to on the brands’ fan pages.

4.  Friends of fans represent a substantial potential audience, often well beyond the scale of Fans alone. A Facebook analysis of the top 100 brands pages suggests that for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands).
 

5. It is also important for many brands to take a more global perspective while most campaign measurement and evaluation occurs at a local level. Facebook reached 714 million worldwide unique visitors in May. The chart below illustrate how brands may be reaching Fans across the world with brand impressions on Facebook for Starbucks, Southwest and Bing

Conclusion:

As a conclusion, brand fan pages represent a new form of marketing strategy that creates potential clients. Moreover, not only Fans are important in the world of Facebook, but also Friends of Fans who more than important key consumer. Friends of Fans audience may be important in helping brands to achieve their marketing goals on Facebook. What about Fan pages which don’t manage to take off their page? A new way of getting fans is to BUY fans! Is that new way an efficient springboard?

Author(s) : Exact Target

 

• Why it will be interessant to change channel strategy?

• Could it grow up my email subscriber list?

• Is it possible to build a sms subscriber list?

• Should we use trigger email for my customers who are already in my subscriber list?

• Is it possible to create an alert message for my customers about payment information?

• Could it reduce my customer service costs?

“The world has changed and so must the practice of marketing” (Michael Becker). He identify this new cross-channel and tell us that we need to know how customer use their mobile before send them your mobile marketing strategy.
 You should also build the four major channels of mobile such as messaging, apps, browsing, and voice to gain a maximum of engagement from customers.
Exact target through this guide shows us others possibility to develop or adapt.
Optimised sites for mobile users with responsive system and html5.
 QR campaigns because they could be sent directly via SMS, and with a simple click of the mobile customer.
Push notifications into android or iphone program.
It’s clear that more mobile commerce opportunities will present themselves as marketers and technologists find new ways to make the most of this channel.
Most importantly advertisers and publishers need to discuss various strategies, test new ideas and work together to understand why and when consumers will complete a mobile transaction.

Author(s) : Pierre Barthelemy

 

 
Smile is a company specialized in Open Source, especially in the (SEO).
In this article Pierre Bathelemy (SEO Consultant), explains the basics of SEO, how a new company on the e-market can be known without paying the price?
In the first part, the author will explain the fundamentals of SEO and in the second part he will demonstrate the role of the Crawler and the relevance of keywords, and finally explains the importance of reputation on internet.

When a user searches for a keyword on the internet, search engine aims to give results consistent with the need, the role of webmaster is to trick the search engine and to redirect the user to their website even if they have less interest for them.
The first role of Referencing is to raise a site in the search list.When the user will type his keywords it is clear that the search will yield countless results, and that it’ here that everything plays.

The site must be in the first page to permit to the user to discover or to encourage the consumer to lead them on their site rather than a competitor’s site.
But behind the scenes how does it really work? The content must first be indexed in a hierarchical manner so that the search engines are able to read it and judge it more relevant
than another. We can take the example of a title, if it does not contain the brand you promote, the search engine will not take it into account immediately.

The relevance of the words used will have its importance to the Crawler, and must therefore take into account the choice of domain name, its URL, or the positioning of its tags (semantic markup) using true indication HTML as H1 for the first title  because the crawler analyzes the HTML code in order to fully optimize the search.
It is also useful when you insert pictures into the website to appoint as explanatory such as logo-marque.Jpg so that the robot analysis it too.

The crawler is sensitive to the frequently updates sites, because it can allow the user to keep abreast of the latest news on keywords given and therefore will be considered more relevant by the search engine.

Finally, the SEO is made mainly by the notoriety that can be acquired on the internet. When a new brand will create its website, whether it’s already known and it’s foregone, or it’s not known at all, and then you start with the game of backlink system, link manager the user to another website to yours, and thus increasing the SEO. This can be a link to a blog or an article in a newspaper multimedia which can increase your flow of visitors.

Conclusion : 

To be well referenced, it suffices to have well written content and updated regularly in other words well researched your background to stay in top of the list, but also make a simplistic form site and "row" according to standards for that users are interested in and spend time it acquires a reputation.

Author(s) : Strongmail

The Ultimate Email Marketing Guidebook

Author(s) : Stephen Powers

                                                      

 More and more company choose a responsive templates not to waste time in content adaptation

 

Start with four questions to guide your mobile content planning
For a good mobile content planning, C&C pros should recreate a new strategy linked with the WCM strategies under considering 4 questions: 

Mobile web or mobile application?
According the source of Forrester Research, it points out, there are more consumers regularly access the mobile internet and the more the apps downloaded. The question asked today for C&C pros is how to deliver content to a website and the same time to an app. With experiences in applied apps by the companies, it should emphatically develop the content-based apps to better improving the using mobile Web.

Device-specific versus device-agnostic?
Realize to create the presentations for each device-type to support mobile web in using WCM.  Based on pros and cons of the device-specific and the device-Agnostic, it must understand, by example, how to control the number of template by device-agnostic, maintain presentation and brand consistency between device-agnostic and device-specific, and utilize device-specific characteristics.

Presentation Templates: Families versus Logic
On the level of the families of presentations templates and the presentations templates through logic, the logic works better when there are fewer variations between presentations and developers. And the family is more suitable for power and business users when there is a greater number of variations in presentations.

WCM Vendors and Dedicated Mobile Vendors Support Mobile Content Initiatives
Besides the functionality which is being offered by WCM vendors, allows companies to manager the traditional web and mobile web in the same content management and development environment. Companies can also use various methods likes XML content and transformation automatic published website to develop theirs mobiles websites. The advantage to dedicate WCM mobile tools makes company leverage development knowledge and processes already in place for supporting traditional web. But it is not all portions of website can be delivered via a single WCM.

Conclusion
First you must thinking about multichannel content management rather than WCM, and you need to design channel-agnostic content processes and architectures. This is the foundation when you will develop your content of your website, it will stay the same architectures. There will be no conflict.
Don’t forget Separating content from presentation, the idea is to use a less real estate and bandwidth to make grow up your web content. Use HTML5 to auto transformation capabilities.
The site should be easy to change for a minimum investment and it quickly adapts to new device without changing all the work compatibility

Bibliography of Stephen Powers, 2011
VICE PRESIDENT, RESEARCH DIRECTOR SERVING APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALS