Posts tagged communication

2009 social media marketing and PR

If you seriously think of compressing your marketing and communication budget, you have to read Marketing Sherpa’s 2009 Social Media Marketing & PR Benchmark Guide (executive summary in pdf)!

Well, if there are things you may know about the use of social media in PR and marketing, you may find some of the conclusions interesting (look at the charts) :





So, now you are ready to train everyone in the office to use social media efficiently for the greater good of your organization, aren’t you?! However, you might discover that most of them already use them… everyday at work… without telling you :-)

But, if you want to stick to that old traditional website of yours, at least read Yann Gourvennec’s article on the 15 golden rules for web 2.0 websites… it may help…


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Social Media Optimization

Again, writing about corporate blogging, one interesting new tool for businesses among other social media, there is a short (but great) presentation that sums up in a few slides the essential about social media metrics (tracking and measuring impact of campaign through social media).

As a reminder, on the fifth slide, Kelsey Ruger writes the following about PR and social media :

PR in this new era needs to be focused on listening in order to facilitate conversations between companies and their constituents.

I think the « listening » part is crucial as it helps organizations to scan their environment for change and identify potential trends. This is part of a comprehensive and proactive communication strategy… a matter of survival in certain fields !

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Efficiency vs truth

Yesterday, I was listening to a radio show dedicated to Science called « Impatience » on the Swiss national broadcast ( They invited a French philosopher called Michel Puech to talk about his new book « Homo sapiens technologicus » which deals with the integration of technology in human societies and related changes or challenges for the future.

On part of the interview was dealing with the fact that our society had chosen technology over Science… This has the following consequence that technology leads to Efficiency while Science is pursuing Truth.

Michel Puech does not seem to judge positively or negatively this fact, but pretends we have to be conscious of that choice. It does not yield the same results, obviously…

One thing is sure nowadays, among professionals communicators and marketers : efficiency is the master word… but what about truth ?

This maybe interesting to question that option for the near future, isn’t it?

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Targeting Millennials

Last October, Annie Waite (on wrote about the way communicators should change their approach to targetinternal_comms millennials (those born between 1982 and 2001) instead of the baby boomers… This post was inspired by the results of a survey conducted by Genesys on how millennials call for another type of communication to be addressed by organizations.

To understand better what millennials are made of, respondents were asked the following questions (below, mostly picked answers):
« In your opinion, what do you consider to be the most distinctive characteristics of Millennials? » Select up to 3.

  • Ease with technology: 74%
  • Willingness to challenge convention and standard business practices: 38%
  • Innovation and fresh ideas: 32%
  • Interest in building relationships, teams and networks: 30%
  • Represents a large and growing market: 28%
  • Comfort communicating feedback: 20%
  • Commitment to social causes: 18%

« What techniques do you believe are most effective in targeting Millennials? » Select up to 3.

  • Participate in viral marketing and peer-to-peer recommendation sites: 41%
  • Sponsor or advertise in areas populated by Millennials (eg, extreme sports, music venues, chat rooms, social networking sites): 36%
  • Delivering great product at a great price: 35%
  • Focus not only on Millennials but also on their key influencers (eg, parents, peers): 30%
  • Contribute to social causes that Millennials support: 28%
  • Contribute to corporate or issue blogs: 21%
  • Wireless text messaging: 21%

These are certainly keys to manage effective communication with (future) new consumers or employees and will probably shape interactions beetween different stakeholders of many organizations, but let’s not forget, in my opinion, those who are already left behind of new technologies or social networks as much of this evolution is done through digital conversations. Many employees in large organizations, for example, could be completely lost if such millennials oriented communication were implemented without a little bit of training and help (contribute to corporate blogs, using networking sites, wireless text messaging…).

If I strongly believe in the benefits of technology and web innovations in communication, the digital divide is there, between baby-boomers and millennials, even if I’m quite optimistic about the abilities of baby-boomers to catch up quickly, being a later baby-boomer myself (born before 1982 :-). The challenge is in the capacity of organizations to bring everyone at least to the same (average) technology level, convincing the less-experienced to take the step…

That’s my wish for 2009… Let’s make it together !

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Anyone writing posts or working on website pages knows how difficult it is to be heard on the web… In Cyberspace, no one can hear you blog… if you do not understand how search engines work nowadays.

Thus, you will probably find website about search engine optimization very helpful. Through explicit infographics, the complexity of the web is made clear. You may find interesting to have a look at :

And, more in a marketing and communication perspective :

black_hatBesides, reading Slightly Shady SEO’s blog will give you another point of view at Search Engine Optimization (SEO)… and, for example, what Google does with all the users’ data collected through searches…

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How to communicate with body language

Just a few lines to write about a very good article about communication and body language on WikiHow.wikihow

Through nine steps, the article gives an overview of what is important when trying to be conscious of body language and to control it better.

A collection of pictures perfectly illustrates the points made in the article and a list of tips and warnings complete the first steps.You will learn how to identify your own body language patterns and work on them. Besides there is a focus on some cultural examples which show how sensitive can body language be in intercultural communication.

Finally, you will find a list of useful articles related to that subject in WikiHow.

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Quand notre corps parle

Non, je ne vais pas en remettre une couche sur l’importance du language non-verbal dans la communication, rassurez-vous. Quoique…
Un article de Hubert Guillaud dans les pages d’Internet Actu m’a interpelé. En effet, il y commente le dernier livre de Sandy Pentland « Honest Signals » et nous rappelle l’importance de la perception consciente ou inconsciente du non-verbal de notre interlocuteur dans nos décisions d’interaction…

La forte corrélation entre les formes de communication inconsciente et les résultats de nhotestsignalsos décisions, compromet fortement l’idée que l’on croit faire nos choix sur des bases rationnelles et conscientes. “Mes données montrent que ce n’est tout simplement pas vrai”, jubile le professeur Pentland. “Or les comportements inconscients sont extrêmement important dans dans le fonctionnement d’une société”, précise-t-il en s’amusant d’une analyse fournie lors d’une réunion d’investisseurs par ses sociomètres, qui montre que l’entrain des business angels ne repose pas sur l’argumentation construite d’un business plan, mais bien plutôt sur le charisme et l’excitation produite par la prestation du présentateur.

Cela me confirme une chose : qu’on soit bon ou moins bon, qu’on ait rien à dire ou des choses capitales à faire passer, il est nécessaire de maîtriser un minimum les techniques de communication non-verbale pour au moins prendre conscience des mécanismes en jeu. Sinon, on peut se retrouver à devoir mendier des milliards de francs (suisse) pour sauver sa banque simplement parce que, un jour, on a succombé au dynamisme, au charme et au « fancy powerpoint » d’un financier américain qui vous demande, en 2006, pourquoi, vous, 1ère banque suisse (UBS), vous n’avez pas encore acheté un de ces supers produits structurés américains qui cartonnent à la Bourse. Je pense que, actuellement, le financier américain en question n’a plus beaucoup d’amis en Suisse, malgré ses talents en communication … quoique…

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