Author Archives: Laurent Francois

Burberry: A digital strategy that is just getting started

burberry -- a digital brand that is just getting starteBurberry is again going to be awarded as one of the most innovative & digital brand this year.

The revolution, led by Christopher Bailey’s pervasive approach of creativity and marketing, is still at the very early stage of what the brand is going to be able to deliver.

Step 1 was about rejuvenating the brand, and cleaning up the organization. Burberry CEO AngelaAhrendts managed, with the help of Salesforce CEO MarcBenioff “to create a company where anyone who wanted to touch the brand could have access to it”. Read more on Burberry: A digital strategy that is just getting started…

Why advertising should be part of your Social Media Strategy

There’s something annoying when it comes to current digital and social media strategies; the creative process often does not integrate some considerations on how an idea will be diffused and reach enough users. It’s been good to get rid of the 4P and insist more about 4 E (basically, Product becomes Experience, Place becomes Everyplace, Price becomes Exchange and Promotion becomes Evangelism) in the digital literature. RIP Jerome McCarthy. Read more on Why advertising should be part of your Social Media Strategy…

Why you need to keep calling yourself a rockstar Social Media guru if you like

Why you need to keep calling yourself a rockstar Social Media guru if you likeSo, there’s been this Social Media Gurus’ affair for the last three weeks. B.L. Ochman had the interesting idea to analyze for Advertising Age the job titles on Twitter of Social Media industry professionals. And as a matter of fact, a lot of our crowd picked in their bios some very original “Ninja” and “gurus” indications. Nothing really new…still the same debate about “experts”.

But my main trouble is that the article did not stop after pointing that. Based on the “insight” that human beings tend to be megalomaniac, B.L. Ochman shared with us a *fundamental* recommendation: Read more on Why you need to keep calling yourself a rockstar Social Media guru if you like…

From community management to community design: the Brick Lane effect

It used to be *simple* in Social Media marketing.

Four years ago, the average standard in agencies was that you had to idenfity digital influencers; most of them were bloggers, connecting one another through hyperlinks.

Once you had a value proposition to deal with them, you had to bring the readers to your brand’s social presences. In many cases, you just had to deal with a Facebook group, or later on with a Facebook Fan Page, at least in the UK.

Thus, in 2008, David Armano was already pointing what is now the main bone of contention: the “social divide” between interactive marketing and Social Marketing. Read more on From community management to community design: the Brick Lane effect…

The new digital influencers

The New Digital InfluencersBlogging is dead Jason Calacanis said a few months ago. Even the New York Times wrote that “Blogs Wane as the Young Drift to Sites Like Twitter”.

What’s happened to the Social Web? It seems like every observer is expecting the fall of the former star-bloggers. And with them, the end of us as digital activists, because of a supposed Social Media fatigue.

Was the NY Times wrong when they claimed in 2006 that “You” was the person of the year? Probably not. Read more on The new digital influencers…