Jean-Pierre Ranschaert 2011, 2011 Course, Social Media Marketing, Videos bottom-up, conversation, engagement, interruptive, last advertising agency, listening, networked, permission, top down, viral
In order to answer some questions I got recently, I am going to re-use part of a blog post I wrote some time ago, as it comes in nicely here. 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 from [...]
Jean-Pierre Ranschaert 2011, Social Media Marketing, Videos Bring the Love Back, conversation, engagement, Facebook, Heineken, Like, permission marketing, top down
In a recent marketing move on social media, Heineken got massive “Likes” on their Facebook page. Now, if you’re on social media for the right reasons, you have understood what the difference is between top-down and permission marketing. And you have clearly opted for the second type. This is clearly the case with Heineken, with [...]
Jean-Pierre Ranschaert 2011 Course conversation, LIVErtising, network, notes, participation
Here we go again. Early February, a new start for my LIVErtising course for advertising Masters students at IHECS Brussels. The course focuses on the radical change that has been taking place in society over the past decade. Those changes have introduced new ways of connecting, which means new ways of communicating, which in turn [...]
Jean-Pierre Ranschaert 2010 Course, Videos conversation, Facebook, LinkedIn, Solis
This week in our LIVErtising masters course at Ihecs, somebody asked why they should be present on the professional social platform LinkedIn, beyond the present rush towards social networks. I feel the question is relevant: what can LinkedIn offer a graduating student, beyond the presence on one more social network? These come indeed by the [...]
Jean-Pierre Ranschaert 2010 Course blog, conversation, Delicious, IHECS, people, RSS, share, social media, tag cloud, Twitter
As February is starting, so is my new Masters course in Marketing Communication at IHECS, Brussels. Is is entitled LIVErtising and deals with LIVE advertising. Conversations with people, instead of communication at a target. This approach is based on the increasing omnipresence of Social Media. To get an idea of some keywords that will be [...]