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Bookdating: taking care of the language side

Bookdating: taking care of the language side

Mar 22 2014

Last week we held our first #Bookdating session – in very uncomfortable conditions. Still, you grasped the opportunity to have interesting exchanges based on your book reading, in English. Next to this, most of you have now uploaded their abstract to the Bookdating Forum. The next step is to start communicating on the forum, commenting the abstracts. A requirement is for everyone to make (at least) two comments based on an insight…

Social Media Monitoring 101

Social Media Monitoring 101

Mar 16 2014

The fifth stage in our journey through participatory advertising focuses on Listening. The  Advertising Research Foundation defines “listening” in these terms:   The study of naturally occurring conversations, behaviours, and signals that may or may not be guided, that brings the voice of people’s lives into the brand (Stephen Rappaport, 2011 – see the ARF’s Listen First Blog) Many major advertisers have started taking this activity very seriously. One of the first big…

Studentsourcing – how IHECS students curate

Studentsourcing – how IHECS students curate

Feb 27 2014

In this short post I am glad to share with you. LIVErtising is about participation, and it is based on participation too. Master 1 students in marketing communication at IHECS have taken to content curation to contribute to the course we’re building together . To give extra visibility to their content selection, I have started a new list on List.ly  I use List.ly as a social bookmarking platform to share content I have…

Today’s consumer decision journey

Today’s consumer decision journey

Feb 23 2014

  Last week I invited LIVErtising students and followers to make a mental switch to “mobile first” communication. To introduce the “mobile first” mindset we watched this video from Guatemala. It shows how a retail chain was creatively able to hijack buyers from its competitors. Here is is again, to view more at ease:   One insight we may gain from this video is how important it remains today more than ever…

The state of mobile february 2014

The state of mobile february 2014

Feb 16 2014

  When last week we analysed the evolution the consumer has presented recently we had to leave out the last change we need to cover to set the background of our LIVErtising – participatory advertising – journey. The consumer is decidedly mobile – but even more, they are increasingly always ON. Here is an infographic that illustrates the rise of mobile today. It is entitled “25 statistics that will drive the future…

The Changing Consumer – LIVErtising 14.2 Student Notes

The Changing Consumer – LIVErtising 14.2 Student Notes

Feb 10 2014

As promised, just on time, your notes to print and bring to our next meeting!  This is an embedded Microsoft Office presentation, powered by Office Web Apps.

LIVE update

LIVE update

Feb 08 2014

  Just a few elements intended for #LIVErtising students, or anyone interested! On Wednesday April 23 at 7 pm IHECS and Master 1 #LIVErtising students will be welcoming Tom Palmaerts. Tom works with Trendwolves, a trendwatching agency, and has recently been awarded the “Trendwatcher of the Year 2013” award in Amsterdam. Trendwolves present their activities in this way:             We are a research and marketing office with…

Do Twitter and Facebook help you climb up Google?

Do Twitter and Facebook help you climb up Google?

Jan 27 2014

  Of course you want to be found on the web. Of course you want to feature in good place on the Google results page. How you achieve that is called SEO, Search Engine Optimisation. SEO is a subject we have already addressed on the LIVErtising blog , as it is a cornerstone of any online presence. One questions that keeps many people on their toes is whether you can leverage your Twitter…

10 dream jobs for your future?

10 dream jobs for your future?

Jan 09 2014

I remember when I was a kid, don’t we all? One of the many questions that grown-ups kept asking me was “What will you do when you grow up?”. Tough question I was never able to answer, except for the youngest years when I imagined myself “being an Indian”, like in “cow-boys and Indians”! Children today probably have an even tougher time answering that question, as the professional world is far more…

Belgian TV goes social

Belgian TV goes social

Dec 13 2013

  What’s cool about Foursquare is that you’re sharing your location and being seen in all kinds of places. But checking into a lot of different TV implies you’re a couch potato. So we need to answer the question: How do you make watching a lot of TV cool? _ Ryan Osborn, Director of Social Media at NBC News, cited by Proulx and Shepatin, Social TV, 2012. “Being a couch potato!” The expression…

Get to trust (Belgian) eTailing

Get to trust (Belgian) eTailing

Nov 29 2013

eCommerce is booming worldwide. As the consuming world is increasingly “always on” and “mobile”, it is also more and more buying online from eShops. A recent survey from PwC enables us to focus on hard data to get a better understanding of the progression of online retail in many categories, around a dozen countries, drilling down the data with from very specific angles and with a wide range of questions. This is…

To get response, be responsive

To get response, be responsive

Oct 11 2013

  You do not need to be a communication guru to claim that SO-LO-MO is not just a buzzword. Communication is now inherently social, local and mobile, which does not prevent it from keeping seemingly contradictory characteristics: it is for example GLObal as well as LOcal. This is something we’ve been hammering on in the LIVErtising approach. One major consequence for e-mail marketers shows in the inescapable fact: consider that very soon…

Three stones of wisdom: LIVErtising exam concepts

Three stones of wisdom: LIVErtising exam concepts

May 24 2013

Here is a post intended for my admasters students at IHECS. It provides some background for their oral exam and confirms the indications I gave earlier, while being more concrete and complete. The exam will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. To help you realise if you are ready to take the…

Advertising goes online, decidedly, and cross-media: LIVErtising #5

Advertising goes online, decidedly, and cross-media: LIVErtising #5

Apr 15 2013

Hope you enjoyed your Easter break from the daily routine – and took the opportunity to go over the subjects we’ve covered together already. You know you can access the presentations in the Slideshare section at all times. This week, in LIVErtising #5, we are going to make an inventory of online advertising, blowing some myths that still distort our practice of online, and focusing on the major categories of digital communication. Here…

LIVErtising #4: the technological building blocks

LIVErtising #4: the technological building blocks

Mar 06 2013

Here are the student notes for our next lecture. We are going to get a glimpse of the technologies that fuel the participatory web. NOT because the technology is important as such, BUT to get an (approximate) idea of the main elements that make the web what it is today: an enjoyable multimedia participatory experience. The student notes you can download here are nearly identical to my own keynote. Indeed, some among…

Inviting Participation: TEDxIHECS speakers at LIVErtising

Inviting Participation: TEDxIHECS speakers at LIVErtising

Mar 01 2013

            Next Saturday, March 9, IHECS is to host a session of the renowned TEDx Talks: TEDxIHECS. The organizers, all IHECS students or alumni, introduce their project in this way: Inspired by TED talks and their genuine ability to move, connect and create a new sense of awareness and community, six current and former alumni at IHECS decided to give it a shot and organize a local TEDx event operating under…

LIVErtising #3 – LISTENomics: student notes

LIVErtising #3 – LISTENomics: student notes

Feb 15 2013

Our next lecture will deal with the art of listening, so fundamental in any good conversation! Yes, also in marketing communication. And this is pretty new in the field of marketing! Help yourself to the notes to facilitate your job, and please bring comments or questions. Please note that some slides (#2, 9, 10, 11 & 12) are clickable, to access the sites immediately.

RSS essentials

RSS essentials

Feb 15 2013

Apparently a few students have not yet awoken to the potential of RSS as the fuel that enables networked communication to run smoothly. In a nutshell, the advantages of RSS are: to decide on your permissions: what content do you find interesting / useful  enough to give it the permission to reach out to you; to get that information coming to you without you bothering to go and fetch it; to get…

LIVErtising Background File

LIVErtising Background File

Feb 11 2013

Research shows that reading is both a very economic and really efficient way of keeping contact with a language. In the LIVErtising course you’ll be invited to read a file of articles that are closely linked to the topics we are to cover in the lectures. You can access all the material of this “Background Reading File” here, on the Skydrive of the course.  All the documents illustrate in some way different…

LIVErtising #2 notes: conversation marketing

LIVErtising #2 notes: conversation marketing

Feb 05 2013

Here is the student handout for LIVErtising #2. It is subtitles: from interruptive advertising to networked communication over permission marketing. A journey through the three stages advertisers need to go through to tune in to today’s market. From now on, I’ll ask my students to download the document, print it in the format that suits them best, and take it with them to attend the lecture and make notes efficiently. Every week…

Superbowl 47 2013 gone social

Superbowl 47 2013 gone social

Feb 05 2013

You’re probably eager to know how well Doritos scored on the latest Superbowl! Right? This infographic from Whisprgroup gives you a glimpse of Superbowl stats, showing the UGC approach that Doritos has taken for several years now (remember the 2007 Live the Flavour video?) is still a safe bet: their amateur video garnered a positive sentiment score of 77%, which puts it in fourth position. Dive into more results:

LIVErtising 2013 off to a new start

LIVErtising 2013 off to a new start

Feb 01 2013

Each year February sees the start of a new LIVErtising term for Masters students majoring in Advertising 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 means new ways of socializing. This change has put participation at the heart of our lives. We all participate…

New Media Planning Toolkit available

New Media Planning Toolkit available

Oct 29 2012

Always eager to enlarge its footprint, Google now offers a very useful tool for online marketers, if not for marketing communication more broadly. It is entitled the Media Planning Toolkit. In Google’s own terms: “Planning campaigns can be tough, but Google can help you make the right decisions. Use this toolkit to find which Google tool is relevant at each stage of your planning process: understanding your market, finding creative inspiration, implementing…

Belgium’s Facebook portrait

Belgium’s Facebook portrait

Jun 15 2012

        Surprise this morning. Browsing my newsfeeds I came across the following two items.   First, a newsletter item about the reach of social media among Belgian companies, provided by Digimedia.   About 97% of Belgian companies are not active on social networks, while those who are active there only boast an average of 250 fans on their FB page. This shows in an analysis of a database of…