SONY DSC

What most luxury brands didn’t understand about digital

Back in 2007, as I was the General Manager of BuzzParadise, we handled the very first operation involving bloggers for one of the most iconic global luxury brands.

At that time, it was really modern for a luxury brand to integrate bloggers into a strategic marketing plan or even to simply create a presence on social networks.

Brands were struggling with the fact that they could ruin their mystique, they were concerned that to stay inspirational they needed to remain out of the conversation. Ultimately the issue on everyone’s lips was ‘control’ and still to this day to a certain extent this is ‘the big issue’ when it comes social media.…

Digital transformation

6 steps to embrace the digital transformation

It is very interesting to work with different brands and discuss with them how they embrace digital within their strategy.
Digital is creating a tsunami in most organizations and most of them still don’t exactly know how to handle it.
For years, we’ve been talking about “social media strategy” and then “digital strategy,” but as the markets are becoming more mature, we now talk about “digital transformation”.
From a silo, where digital was left as a standalone activity, it has become a transformation tool. This is not only rhetoric, but also a deep change of the perception of digital.…

innovation

A guide to innovating in a digital world

Innovating in a digital world is the subject I’ve covered at the EMEA Adobe Summit last month and I wanted to share it with you today.

Innovation is a broad subject and many people are talking about it.

Most of all, innovation is not about technology but about personal qualities that you have to develop in order to be more creative.

I tried to cover this in a very short speech with some slides that I’m sharing today with you.

Each time there is a (hopefully) relevant example that helps to understand what I really mean.…

Lately best viral campaigns

Lately best viral campaigns

I touch Myself – Australia

Beats – The game before the Game

We Believe – Australian Paralympic Committee

Rip Curl Search GPS

TetraPak going Augmented Reality

The Life saving Cable Project – Azebaijan

Obi Renovated Billboard

Call for dad – Dove

GMIC 2014

Payment, Reach, Experience: the Rocketing Journey through Mobile Business in China

We all know that China is VERY important in our business life, however and for a reason that I hardly understand, we tend to focus only on what is happening in the U.S. or in Europe and are considering China as very far.
This is a huge mistake especially when it comes to digital and moreover to mobile as the future worldwide champions will be (already are) asian for sure.
Laure de Carayon who is a wellknown specialist of China and who is organizing an amazing conference on China every year is kindly sharing with us what she has learned from the GMIC 2014 (China Connect was a supporting partner of GMIC 2014).…

pinocchio

Social Media Gurus have lied to you…now what?

Since the appearance of Social Media, and the relative empowerment of the consumer, we’ve been trying to tell marketers they can have visibility for free.
Just like magic…
In 2006, we witnessed the emergence of the expression “Viral video” which, at the time basically meant: “upload a funny “home-made” (read: low-budget) video on Youtubeand you’re done – just sit and wait for success to come your way.
Well, reality is far from this candyland world.
Then, we saw the rise of blogs, Facebook, Twitter and so many other social networks.They all tried to tell marketers that it was all about “earned media” - visibility for free,without any effort.

nike-play-russian

10 interesting figures on the Internet in Russia

When we think about Digital, Russia is not the first country to pop into our mind.
Honestly it is also due to the fact that we don’t read so many studies and have proper statistics to better understand how the market is evolving.
However Russia has a lot of potential as the Internet penetration rate is still very low compare to the U.S. (51% Vs 89%) but growing very fast.

So here are some interesting figures on the state of the Internet in Russia so you can catch up: 

  • 51% Internet penetration
  • 55% Mobile penetration
  • 63,5 millions internet users in Russia (+13,5% YTD)
  • 16,4 millions smarphone and 8,2 millions tablet were sold in 2013
  • 9 min 23 use per day (-2,95 YTD)
  • Mobile are used in 21,7% of the internet connection (to be compared to France (4,6%) or Turkey (2.3%).)
  • VKontakte is still the biggest Social Network with 49 millions user when Facebook only have 14 millions users and Twitter 5 millions
  • By 2015, 45% of Russian population should be active, at least, on one social network
  • 44% of mobile internet users are living in small cities
  • Ecommerce represent $16,5 billions in 2013 and is rising fast (+27% YTD 2012)

Find out more in that presentation 

How-to-Fire-Someone-over-the-Phone

The fundamental mistake with Customer Relationship Management

I had a very interesting discussion of the value of the customer relationship, during a recent conference that I gave on the topic.

I have already mentioned here that in French business culture, the customer is seen as a necessary evil, in particular in the B2C space.

Therefore, what we refer to as “the customer relationship” usually revolves around a strategy designed to avoid human contact.  The Interactive Voice Response or IVR is the most glaring example of this.

The truth is that we never really try to satisfy our customers. …