Équation Humaine

The global survey, “New Wave of Advocacy,” provides compelling evidence of the shift, and identifies Advocates among consumer groups that actively support and undermine brands, causes and issues.

“In a challenging and rapidly changing business environment, companies and organizations need to engage stakeholders in new and creative ways,” said Weber Shandwick Chairman Jack Leslie. “Advocates play a significant role in meeting this need as they affect the court of public opinion at Internet speed. They forge emotional bonds and higher levels of engagement that help attract new customers, earn support for issues and causes, spread word-of-mouth, and strengthen brand loyalty.”

Source : webershandwick.com, A global public relations firm .

Traditionally the Marketing Mix has been represented by four “Ps”: Product, Price, Promotion and Place. In simple words, the product must suit the customer’s needs, the pricing structure must be in line with the company objectives, the promotion techniques used must be efficient for the target market and the distribution channels must ensure that the product will be available on the right places. […] but in order to apply them to online entities like websites or blogs we must redefine the four concepts. (Suite)

Source : dailyblogtips.com

60% of MySpace users are now 25 or older, according to Hitwise. The stats, which come via eMarketer today, show that in May/June 2005, 45.5% of MySpace users were over 25, while that number had risen to 60.3% by February 2006.

We’re always fairly skeptical of these stats, since it’s virtually impossible to measure the age of social networkers with a high degree of accuracy. MySpace users are likely getting older, but whether those older members are quite as addicted as the youth demographic isn’t so clear. eMarketer adds that social networking is less popular than email, search, business, shopping, entertainment and porn - so no surprises there.

Meanwhile, JupiterResearch reports today that 48 percent of brand marketers will use “social marketing” in the next year, compared to 38 percent last year. That means more branded MySpace profiles, more YouTube contests and more “pull” marketing that engages users, rather than forcing ads down their throats.

Source : Mashable, Social networking news 

Un miroir avec le mot “You” se retrouve sur la page couverture du Time magazine pour signifier que “Vous êtes, lecteurs du magazine, la personnalité de 2006″. En réalité, la figure importante de 2006 est davantage les créateurs de contenu que les simples lecteurs. C’est ce qu’on a appelé dans le nouveau jargon du Web 2.0 le consumer generated media, le contenu généré par les consommateurs :

• 90% of users are lurkers (i.e., read or observe, but don’t contribute).
• 9% of users contribute from time to time, but other priorities dominate their time.
• 1% of users participate a lot and account for most contributions: it can seem as if they don’t have lives because they often post just minutes after whatever event they’re commenting on occurs.”
• Blogs have even worse participation inequality than is evident in the 90-9-1 rule that characterizes most online communities. With blogs, the rule is more like 95-5-0.1.

Source : http://www.useit.com/alertbox/participation_inequality.html

La révolution du “You” signifie que les gens ont maintenant la possibilité de créer par eux-mêmes le contenu qui circule sur le Web. Le “You” signifie donc ”You can do it”, c’est-à-dire s’autoproduire et s’autodiffuser sur le Web. N’est-ce pas le terme qu’utilise YouTube en dessous de leur logo soit Broadcast yourself. En 2006, les consommateurs ont pris conscience que l’Internet n’est pas seulement un canal, mais aussi un outil et qu’ils ne sont plus de simples consommateurs passifs : ils peuvent interagir avec le média.

Le Web 2.0 est l’ensemble des services Internet de nouvelle génération. On y retrouve les sites de réseautages sociaux (ex: myspace, Bedo, windows Live Space…), les nouveaux outils de communication (Msn messenger, Skype…), les sites de Folksonomie (Del.icio.us, Yoono…), les blogues, les forums, les sites de partage d’images et de vidéos (Flickr, Webshots, Youtube…), les podcasts, les wikis, mais aussi des techniques comme le RSS, le rating, l’AJAX et le tagging.

Le Web 2.0 est multiple et en constante évolution, on peut également le résumer à toutes les technologies ou plateformes Internet qui décuplent la puissance de l’utilisateur à intéragir sur Internet et dans la société.

Pour en savoir plus : Wikipedia (Une des plateformes les plus connue du Web 2.0)