social media lectures for ESCP Europe Master in Marketing & Creativity Trends / Monitoring / Ogilvy's big ideal / marketing / ideation

1. WHAT’S THE
VALUE OF AN
IDEA IN THE
ERA OF SOCIAL
MEDIA?
2010 - Laurent François
http://twitter.com/lilzeon

2. About me
Head of Marketing & Development @Express Roularta Services
(2010-now)
Head of 360° Digital Influence practice @ Ogilvy (until 2010)
Blogger & cofounder of Tout Ca Magazine (http://citizenl.net &
http://www.tout-ca.com )
ESCP Europe (MEB)
Sciences Po
UCLA
to get in touch:
enzo.francois@gmail.com
http://twitter.com/lilzeon
http://pearltrees.com/lilzeon

3. Few things
on the world
we live in

4. Liquid Modernity
(Zygmunt Bauman)
• End of « solid institutions » like
churches, classic pyramidal families
–> a need for new ways to get
solutions
• privatization of ambivalence
–> tests are made by the individuals
“Luckily, with these changes
themselves, who directly « feel » & has come an increasing
experience global issues openness to doing new
things. Online dating has
• Uncertainty everywhere grown so much in part as a
response to these societal
–> as there's no longer absolute changes, having become the
truth, a need to get reinsurance third most important way
we meet our significant
• Nomadism everywhere others, even though it didn’t
even exist 15 years ago.” »
–> in life (collapse of long-term Greg Blatt, chief executive
wedding, disruptive work-life...) of Match.com

5. Attention economy
• Less & less time to solve more & more "...in an information-rich
world, the wealth of
problems information means a dearth of
something else: a scarcity of
• distance matters less than time whatever it is that information
consumes. What information
• price is not only dependent on the consumes is rather obvious: it
transformation process (input / process consumes the attention of its
recipients. Hence a wealth of
/ output) but on attention-based information creates a poverty
principles of attention and a need to
allocate that attention
efficiently among the
overabundance of information
sources that might consume it"
(Simon 1971, p. 40-41)
What the most important asset
is: access to relevant
information” Herbert Simon

6. In this environment, good ideas are
threatened by an environment of
constraints and by personal lack of time…
Environment of risks
Personal strategies
• Uncertainty
• Lack of overal
everywhere
knowledge
• Purchasing power in
• Time constraint
disgrace

7. “Americans
conducted 14.8
billion core
searches in April
2009“
comScore
…which tries to be solved
through the internet.It
may be a massive online
problem solving system…
“of the customers who shop
for high-end merchandise
online, 78 percent of them
did so in order to find the
best price while nearly as
many, 77 percent, did so to
compare brands”
BrandWeek, January 2010

8. …but it’s much
more than a
super-computer

9. It’s not only a magic
generation issue. It’s the
economics, society, technics, ethics, needs, ideas,
entrepreneurs, history, whatever
(stupid)

10. …as if we were
amplified and if our
thoughts, feelings
and actions were
opportunities of
conversations…

11. So what
could be the
value of an
idea in the
era of Social
Media?

12. Value: an ambigous notion
• Basically:
« a fair return or equivalent in goods,
– Value is dependent on services, or money for something
your need exchanged
the monetary worth of something :
– Value is dependent on the market price
relative worth, utility, or importance
way you express it <a good value at the price> <the value
of base : a numerical quantity that is
– Value is highly dependent assigned or is determined by
on the context calculation or measurement <let x
take on positive values> <a value for
– Value is highly dependant the age of the earth>
something (as a principle or quality)
on the time intrinsically valuable or desirable
<sought material values instead of
– Value is something highly human values — W. H. Jones>
personalized Merriam-Webster

13. So value is only SOMETIMES
directly linked to money

14. The state of ROI in Social Media
Marketing
• TV influenced the “Say an advertiser wants to buy 20
gross rating points. When network
way marketing television audiences were larger, this
might be accomplished by buying one
metrics are shaped 30-second spot. Today, buying those
same 20 gross rating points might
– Audience based require buying multiple spots, which
means the advertiser is using up more
– Static based of a finite resource — the amount of
airtime on the broadcast networks.
Scarcity heightens demand, and
• A strong debate btw heightened demand raises prices.
advertisers, media That’s how the marketplace justifies its
agencies, social price increases. Even if the logic is
cock-eyed —there are plenty of other
media players & at ways to reach people besides TV
commercials, after all — it creates a
the end: brands rationale the marketplace can deal
with”
Catharine P. Taylor

15. Wrong principles
“The basis for this tension between
operational issues and constraining
• People are more & more analytic tool choice is often that analyst
empowered think that they are done when the model
is "right". Many analysts seem to
• They're not passive believe that they can declare victory
anymore in the way TV and pat themselves on the back when
could consider it the model is accurate, statistically valid,
highly predictive etc. They will often
• People are more & more talk about all sorts of statistical
linked through interests measures that "prove" the model is a
than through their ages or good one. Yet, in fact, the only results
that matter are business results. If the
sex model is accurate but impractical to
– Because they look for implement then it adds no business
information value and should, therefore, be
considered a bad model. ”
– Because they're liquid James Taylor
• People can consolidate
horizontal clusters against
vertical communication
– Nestlé bad buzz

16. Value lies in
communities
of interests

17. Why communities
matter to value an idea
• The value of an idea lies in the
using of it » Thomas Edison
• People are now both the
“audience”, the stakeholders
and the amplifiers of the ideas
• The bone of contention: « It can only begin to have value
when it’s an idea + execution. Till
– Trying to get metrics from human then, it’s still just an idea. When you
combine an idea + great team +
interactions & conversations execution, it can start to have
– Trying to quantify what is highly potential but the real value remains
zero, until it gets tested/evaluated by
complicated to do real customers. That’s when you can
start to estimate the real potential of
“the whole package” again not the
idea alone. »
Valto Loikkanen

18. Uniqlo understood it!
« Statusphere »
Trendwatching

19. Entering social metrics
• The world is neither flat
in Social Media nor « blackboxing is the way
scientific and technical work
perfectly equal: is made invisible by its own
– Mapping communities is success. When a machine
key to understanding runs efficiently, when a
which public are matter of fact is settled, one
need focus only on its inputs
outreached by and outputs and not on its
individuals internal complexity. Thus,
– It’s then important to paradoxically, the more
measure the importance science and technology
of your idea-related succeed, the more opaque
topics in these groups and obscure they become. »
Bruno Latour

20. • An example of modelization of communities

21. Social metrics should not be
static
”It's a process, not an event.
Dating is a process. So is
• Conversations among losing weight, being a public
people are dynamic company and building a brand.
On the other hand, putting up a
– The fuel of this dynamic trade show booth is an event.
is the relevance people So are going public and having
give to a topic or surgery.
another Events are easier to manage,
pay for and get excited about.
– It’s utterly important to Processes build results for the
position your idea in this long haul”
Seth Godin
moving system

22. • Therefore ideas should be
able to touch people
depending on the ties they’re
ready to manage with them
– Strong ties (your close
buddies)
– Weak ties (your groups of
interests)
– Temporary ties (when people
are over-active to reach a goal)
• At the end, we can only
manage 150 ties according
to Paul Adams (UX Google
lead)
“We care about the direct
relationship with the "one" but count
on the effect of the one passing
along to their many either explicitly
or more subtly”
John Bell, MD & ECD 360°Digital
Influence, Ogilvy

23. Metrics me

24. Ogilvy 360o Digital Influence Conversation Impact™
Model: Summary
• Allows cross-channel / media Campaign 1. Influencer Impact
mix & campaign optimization (Preference)
Share of Positive Voice
• Evaluates influencer and end
user campaign impact
• Segments metrics around key
marcom funnel points:
• Reach & Positioning
• Audience exposed to message
• Brand positioning Campaign 2. End User Impact
(Positioning/Preference)
• Preference In-Category Awareness, Purchase Intent,
Sentiment
• Audience preference for
brand
• Action
• Sales & other action
• Examples on the right

25. Conversation Impact Dashboard - Overview
Metric / Funnel Goal > Data Aware- Considera- Prefer-
ness tion ence Action Loyalty
Reach/Positioning
• UMV – blogs, site, microsite, applications, other, total # Real-time to
/ % change weekly
• Volume of online conversation, #/% change, Cost per Real-time to
Online Conversation Generated (CPICG) daily
• Share of voice in category (=Volume for brand / volume Real-time to
for category), # / % change, Cost per Increase in Share daily
of Voice (CPISV)
• Search visibility (for relevant keywords) Real-time to
weekly
Preference
• Sentiment index of online conversation (% positive - % Daily
negative), # / pts change, consumers reached vs. all,
Cost Per Increase in Sentiment Index (CPISI)
• Share of [net] positive voice in category (=[Net] Daily
positive brand mentions / [net] positive category
mentions), # / % change, consumers reached vs. all, Cost
per Increase in Share of Positive Sentiment (CPISP)*
• Relative net promoter score (NPS) in category (=brand Monthly/
NPS / category NPS), # / % change, consumers reached Quarterly
vs. all, Cost per Point Increase in NPS (CPINP) survey
Action
• Registration: RPA, CPA, $, # Daily to weekly
• Sale: RPA, CPA, $, # Real-time to
weekly
• Advocacy: RPA, CPA, $, # Real-time to
weekly
*Net positive voice is defined as positive – negative mentions

26. Rethinking
the idea of
value:
reputation
as the new
currency to
achieve
great ideas

27. People: shareholders of the
value of an idea
• As seen before, the way
people demonstrate their
addiction to an idea is
expressed through ”As Obama says, we are the
conversations & positive ones we’ve been waiting for
share of voice (…). In other words, we need
fewer old leaders, and more
• Main objective for an love”
idea-maker: managing, David Weinberger
increasing and
improving reputation
around its idea

28. “the purpose of
”The purpose a business is to
of a business is serve a
to create a customer who
customer”
Peter Drucker
creates
customers" A
(Razorfish VP
Shiv Singh) methodology
to make an
idea worth it
in the era of
social media

29. Ogilvy Big Ideal
• Transform an idea
into an ideal
– Dynamic approach
– Focus on a specific
society need
• A way to include
people’s attention « Simply stated, a Big Ideal is a
to your message universal, enduring theme that a brand
stands for. It’s the emotional center. And
– Because it may we have found that the best way to locate
feed their daily life this emotional center is to start with a
deep understanding of what your brand
– Because they can is really great at – your brand’s best self
take part to this – and then to connect this to an
ideal important cultural truth or trend that is
going on in society. This is a place where
you will fi nd energy and passion »
Brian Fetherstonhaugh. Chairman & Chief
Executive Officer OgilvyOne Worldwide

31. Step 1: listening
• Using Social Media free tools to start listening to
online conversations
– Identification of key words or equations of key-words
that people are using
• Google ad word tools
• Experience blogsearch
– Set up of alerts
– Dive into the deep web in niche communities
(specialized networks of blogs like TumlbR etc.)
• If you have some money, try professional tools
like:
– Trendy buzz
– eCairn
– Radian6
…but it’s another story

32. Step 2: Big Ideal your idea
• Try to check which society needs could be
filled thanks to your idea
– SWOT analysis based on your step 1
– Brainstorming on what your ideal really is
• Try to transform your Big Ideal into an ideal
platform:
– Key pillars
• Which ideas could achieve your pillars (services,
products, design, signature…)

33. Step 3: Structure your story
(360°Digital Influence Model)
Active listening (= prepare your Engagement
organisation to respond to programmes
conversations to transform towards key-
Passive opportunities into value & influencers
threats into control)
listening (= a
(= get the significant
Campagne Campagne Campagne Campagne
relevant story in which
information your key
depending on opinion
Experience Experience Experience Experience
your field)
field) leaders can
increase &
improve the
reputation of
Word-of-Mouth accelerators
Word- of-
your idea)
idea)
Social platform
(= a place in which you can drive your publics & host
their conversations & own ideas)

34. Perrier: oops, Dita did it again

35. Step 4: frequently measure &
optimize through dashboards
• Dashboards in order
to track share of
voice, positive
coverage & potential
opportunities
• A way to keep an
history of your
reputation and to
manage the next
steps

36. It’s your turn
• Next session:
– A recommendation for one of the 2 following
cases
• Context analysis
• Conviction
• Strategic approach
• Tactics
• Metrics

37. # 1 Arteest
• How to make Arteest the #1 fashion
platform at a worldwide level?

38. # 2 Architurn
• How to seduce a wider audience to make
Architurn profitable?