« At Ogilvy PR, we work on influence, and social networks are fully integrated into our work. Because nowadays, the best way to influence is through social networks. They allow us to approach people individually, not to think in terms of mass target groups, and gain accuracy. We can participate precisely in the daily practices of people’s information, into their everyday activities, be a part of them. And participate to our customer’s life makes influence easier. »
Philippe Moreau, director of editorial division of Ogilvy PR, talks about the different strategies and techniques used to influence through social networks, and underlines the importance of storytelling for commitment and customer loyalty.
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« Our aim is to consolidate our presence in Europe and to invest strongly in developing countries. For a professional social network that wishes to invest in such countries, the difficulty lies in identifying local needs that are not necessarily the same as here. In India, for example, you do not do business with someone if he has not looked at your horoscope before. A social network for professionals should also be able to offer these services directly on its platforms. «
Nicholas Vieuxloup, director of public relations of Viadeo, analyzes the functions of the first social network for professionals in France and the different strategies of implantation to different countries.
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« The amateurs are there as eyewitnesses. An amateur who is present when something happens records it and then this raw material is sent to us and is treated by professional journalists. So, it is a new source of information for the media. «
Philippe Checinski, co-founder of Citizenside, talks about the various ways of amateur contributions to professional journalism and the current evolution of the profession.
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« Facebook’s home page is the most valuable space on the internet today. It’s there where users meet and brands can post content. Nowadays it has become an obligation for a brand to appear on facebook because if it does not, users will anyway way speak about it. So it must be able to make its own statement, to raise its own voice. «
Thomas Jestin , co-founder of KRDS, introduces us to the techniques of f- marketing and explains the importance of Facebook for brands.
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« Many artists who work on the net invest on social networks. It’s like their own world of research, work, creation, but also a platform to make themselves known. These artists often struggle to find a business model, because what they do is free and open to the public. So, they are sometimes forced to leave the net to create works that they could monetize in some way or another. »
Malo Girod de l’Ain, co-founder of Digitalarti et filmfestivals.com, talks about social networks as a new field of inspiration and creativity for digital artists.
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« There is still a lot of segmentation in companies between marketing, communication, development, SAV … there is no porosity, and it is true that the Internet is actually transverse. Today, when firms have a certain presence on the Internet, including social networks, they are often run only by marketing section or by communication section. It is interesting to see how this will evolve in France because there is still a segmentation that is not optimal. »
Maud Serpin, co-founder of CURIOUSER, talks about the « digitalization » of companies and the possible changes that will bring in their structure and content.
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« Τhere was much suspicion at first, with the appearence of blogs, YouTube and social networking with Facebook and Twitter … But it is the mission of the media now to blend into this new world, to enter into conversation with their readers, with their audience which can comment, provide feedback and their own point of view to the news. «
Aurélien Viers, digital editor in chief of « Le Nouvel Observateur » talks about the transformation of traditional media following the emergence of social networks, and discusses the evolution of journalism.
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Recently, we posted a brief overview of social media in Russia. Today, we are continuing our SMC Europe series with Austria. Social Media Club Austria was founded in the spring of 2010 and is based on the website socialmediaclub.at. The chapter has not yet held any events, but is planning to organize a bloggers’ conference in the coming months. Meanwhile, its website is continuously updated with news on interesting social media developments.
I contacted Christoph Jeschke, one of the founders of Social Media Club Austria, to help me shine some light on state of social media in his country. Here is what I found out:
Last night, in a small but comfy studio of « VOCALIA Centre de la VOIX et u GESTE », people from all types of different businesses and industries gathered to listen to Eve Mayer Orsburn (@LinkedInQueen) speak. Orsburn, the CEO of Social Media Delivered, author of Social Media for the CEO, and the reigning LinkedIn Queen, is known for her expertise in utilizing social media for business purposes. She spoke excitedly, pausing only to let the translator relate what she was saying in French.
« For the time being the role of community manager is around blogs, social networks, but soon will be to create sense, reason, narration, speech, through these devices. «
Julien Aubert, founder of « Bigger Than Fiction » talks about the evolution of community management, about the opportunities offrered by the transmedia, about the social TV and about the relationship between virtual and real in the social networking era. An interview with Julien Aubert by the Social Media Club France.
Fifth part of a series of video interviews of our members, SMCfaces.