Social Punk 101 – second look

May 11, 2010
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Hello,

After attenting last week’s keynote by Mindblob, aka Luc Debaisieux, I am eager to share some of my notes with you as a springboard for revision; these are based on Luc’s presentation but also provide the concepts to build to link with the LIVErtising course.

First, here is the link to the keynote and an embed of one of the inspiring videos that made Luc’s keynote so ‘to the point’:

Society, media, consumption and media use are changing. Advertising must follow suit and evolve/adapt… or disappear. It is doing so, moving on a continuum:

  • traditional marketing communication: push – attention – interruption – one-way – top-down
  • permission marketing: inbound – tradigital – pull
  • conversation marketing: social engagement – value-based – participation

Some dynamic elements move this conversation forward and prove to be useful ingredients:

  • listening into social media – to get the pulse / the feel of how media use is changing, how people express themselves, how they intereact with the media and with each other through the media – e.g. blogging has its own tone of voice, which is different from messaging on Facebook, or on LinkedIn, which is different from contents on Twitter, …
  • listening into your brandscape – what do people say about you, and how can you / need you answer that, positive or negative; this means well-known one-way communication must change into two-way communication rapidly evolve into multi-way / networked communication <cfr. Gavin Heaton‘s Skype interview>
  • caring about people – providing content that brings them a real / wanted value; which can only be done after careful listening
  • engaging people, i.e. matching the deliberate value / the care you give people with the appropriate context where the need / want for value arises – that is, evolving from content producers to context producers and acting as experience facilitators <cfr. Mercado Central de Valencia video above and Heineken case>
  • virality – if your brand experience is truly engaging, you can hope for your audience, as small as it may be, to turn into ambassadors for your brand who spread the message you or they have produced – expect them to do so if they are disappointed with your brand experience – which leads us back to the “listening” ingredient in a communication loop / spiral

This change is not mainly a technological change – it is sociological and psychological in nature. The marketing communicator’s role is driving content across platforms — on- and off-line — and create new experiences leading to engagement.

This short recap is merely intended to hint at elements from the keynote of the course. They provide a guideline for the Raz*War pitch to be held on May 20.

Feel free to post your questions or comments as a reaction to this post.

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3 Comments. Leave new

Luc Debaisieux
May 13, 2010 22:16

Interesting development you bring here, Jean Pierre! It shows indeed that it is a complex and delicate balance of many combined elements. Yet, quoting David Armano, at the end of the day, all very much based on Common Sense.

I think that the key is clearly positioned around VALUE. Whether we talk about shared value, value creation, or value within a context, nothing happens without a clear connection to people’s hearts. And yesssss, that’s probably what value is all about: ROOTS (education, culture, etc.) and HEART (psycho-socio-emotico-human, etc.)

Then, a delicate word inevitably comes up to our attention : virality. Although I understand that it is here linked to brand experience, what I don’t like about a virus is that it doesn’t care about its hosts and spreads against all “human” odds. As a matter of fact and unfortunately, this reflects on some marketeers intentions based on the word “viral”. I think we should re-invent a word, in phase with the fact that brands and the value around them are ultimately defined by the perception people (the consumers, not the marketeers) have of them. In this perspective, I like the idea of a “Brand karma” (See. the project developed by Guy Murphy).

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Elevator Pitch schedule | LIVErtising
May 13, 2010 17:13

[...] Their free “What is Social Media” e-book provides you with one more example of “engagement marketing” leading to “virality effect” – how better to prove your expertise as a digital actor, than show it in a document [...]

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Tweets that mention Social Punk 101 | LIVErtising -- Topsy.com
May 11, 2010 17:09

[...] This post was mentioned on Twitter by Ann Marcelis and Jean-Pier Ranschaert, Jan Schraeyen. Jan Schraeyen said: RT @LIVErtising: Social Punk 101: @Mindblob's keynote @ihecs – second look: http://bit.ly/9IjjiQ [...]

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