Social network changed the game rules
We are all witnessing the increasing trend of the recent years how our live is becoming more and more digital and more closely associated with the online communications and the Internet. Actually the “digital trend” reflects more often the business and marketing communications and changes the way of attracting customers.
The question that gradually invaded our minds and our hearts was the way consumers’ relationships in social networks determine the brand’s behavior and the creative of ads campaigns on the Internet? And moreover who are the consumers and how could they be characterized? These questions “gave birth to” the latest Prosumer report of Euro RSCG Worldwide -The Second Decade of Prosumerism which discloses the consumers’ online behavior and builds a straight users’ profile, covers their desires, emotions and incentives.
The research has been lead among 1000 users in the USA, France and UK and eventually it manages to identify five different types of users:
- Utilitarians, who are motivatintg themselves by getting good deals and getting things done;
- Entertainers, motivated by fun ;
- Advocates are burning up on causes and ideals, whatever positive or negative;
- Co-authors who manage to express their emotions and are interested in putting themselves out via the digital tools ;
- The competitors who tend to have a greater sense of their own authority and are “the first to share the latest, most up-to-date online content.”
“The Second Decade of Prosumerism” shows that “ordinary consumers” since a long time have become “content producers” and this fact puts them in the new user group of the Prosumers. Producers + Customers = Prosumers.
Prosumers are the proactive individuals who not only seek out as much information as possible about products and services but are also eager to pass it on to others…” (AdAge)
And the way they will do this depends on the relationship with a brand.
….. which reflects sales and market shares.
The question now is – what is your relationship with the clients?
Visit www.eurorscg.com , to read and download the report and to follow the communication on the topic in Twitter via
#Euro4Dbg.
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
All you need to know about me is in Google
Have you even wanted to quickly find information about someone? Imagine if you can use Google to find anybody in the world and to be able to e-mail him within seconds. The most popular search engine has thought about it so it has created a way to gather information around each user and to make it public for the rest of the world.
And the information is out there already. Probably most users don’t realize it yet but they already have a Google Profile. If you are using services such as Gmail, Google Docs or Google Analytics you have been already asked to sign up your profile.
As the Time magazine pointed this week Google updated profiles.google.com with a layout that is very similar to that from Facebook. The users now have the opportunity to add information about them as follows: general information, occupation, employment, education and contact information for the people that want to find them. In your Google Account you can also upload pictures of yourself and provide links to websites somehow related to the account of the user.
There is no official information about why Google are making these changes and what the goals of the company are but one thing is for sure. It’s too early to make the conclusion that the most popular search engine is preparing itself to outrun the biggest social network. There are two reasons for this.
The first one is that Google already have a similar product to Facebook called Orkut that has more than 100 million users. Compared to Facebook it is still a nipper but it’s one of the most visited websites in India and Brazil.
The second reason is the project Buzz that Google launched last year. The social network has been developed to be a part of Gmail. The idea behind it is to help the users of the mail client to interact more “social media style” by sharing links, pictures and videos while being able to post status updates and comments. But according to Time the Buzzing is kept only inside the network and is visible only to other Gmail users.
The question we should ask ourselves is “If Google already has two similar project, why does the company want to start another one?”. The answer probably lies around the fact that Google Account is not meant to be a social network because it doesn’t really give you a way to interact with others. But at the same time it’s a way to integrate all of your web presence in one place.
We should never forget why Google exists. It is the most popular search engine because the company has found a way to provide the information that people already want to find. At the same time to be able to do that really fast. So at some point they have realized that people want to find other people online. Then they have decided to improve Google Account to make this possible. But there is one real question we should ask ourselves at the end. “If you are looking for somebody online, can’t you just find him on Facebook”?
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
Oscars 2011 as a digital phenomenon
For some the 83rd ceremony of the Oscars was “boring”, for others – Oscars 2011 were very professional and well organized and the winners deserved their awards. For us, Euro RSCG 4D Bulgaria, the 2011 Oscars became a “digital phenomenon”. If you are wondering why, look at the statistics of the marketing campaign analysis published after the event:
- 10 000 posts on Twitter / in a minute;
- 36,4 million Twitter posts with the official hashtag of the event #oscars. Compared to the Super Bowl, the most viewed and preferred event for the Americans, having in mind that this is an explicitly non working day for the nation and after the Thanksgiving day most significant holiday. All the messages posted in Twitter with the Super Bowl’s hashtag were 38.5 million;
- Twitter profile of James Franco, created just a month before the Oscars 2011 was mentioned and shared over 63,737 times, during the Oscars show;
- With only 114 live-twitting publications, sharing behind-the-scenes moments and videos, the followers of Franco are more than 200 000 people. Similar are the figures pointed out in his profile in Facebook;
- The official hashtag #oscars showed up twice on TV and this caused a surge of Twits – postings have doubled.
What does it mean for the business?
- Live-twitting a public important event meets the consumers’ needs, pulls traffic and improves the brand awareness of the event;
- If you want to achieve this, it’s important to create a special hashtag to filter the information and all the messages related to the event;
- The length of the “PR wave” is crucial for the success of the marketing campaign – games, publications, press releases and PR materials for the event should start spreading about a month before the event, to continue during the event itself and not to stop at least two weeks after its end;
- Cross-media marketing campaign is the second key to success-digital applications for mobile devices, print advertising, social media and television coverage. Everything should follow one simple concept. The aim of the Oscars 2011 was campaign coverage on Twitter, attracting the youngsters. Even the mothers of the nominees were encouraged to tweet during the handing of the Oscars.
- The strong Twitter traffic has been indexed by Google. This attracts an additional interest on behalf of journalists, bloggers and the general public and often provides a lot of “free” publications covering the event.
The remaining question now is whether a massive Internet campaign could lead to manipulation of the public opinion and attitudes, in general. See the Google forecasts on who deserves to win an Oscar: http://goo.gl/ALRu1————————————————————————————————————–
Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
Save Art from museums.
Last Sunday, on a lousy afternoon, two friends convinced me to visit a museum of antique art near Paris. As I wanted to save this afternoon from inactivity and idleness, I accepted. Inside the museum, all was cold and imprisoned behind glass for a lifetime. I tried to get myself interested in these antiquities. I failed. Everyone seemed to be there to escape a miserable Sunday. I didn’t succeed to stay there more than half an hour.
I definitely love art. I can spend hours on artists’ portfolios, design blogs or beautiful ads. My friends laugh at me because I change my desktop wallpaper everyday with a new art piece. So what was wrong with this art museum? Maybe it was the “museum” part. Internet has surely changed the way I enjoy art. It is fleeing out from dusty expos and settling on the Web in a more affordable and accessible way.
Take it to your screen.
A few decades ago, if you were not a globe trotter travelling all over the word, you would not be able to see any of the artwork shown at the MoMА (The Museum of Modern Art) or the Guggenheim. But today, after having mapped your entire neighborhood, Google is now entering museums. Google Art Project has partnered with some of the best museums and galleries worldwide to offer you a wide collection of high-resolution interactive pictures of classic masterpieces. Like nearly every Google product, it’s technically irreproachable. The Street View technology is perfectly embedded and the detail level is impressive.
So, is it the best initiative to develop art? According to Wikimedia, the answer is no, because of the copyright protections. The artworks are public domain, but the pictures are owned by the museums. To control the reproduction rights, museums are slowing the diffusion and the utilization of the material. For example, a teacher is not allowed to download a picture from the Google Art Project and use it in class. Fortunately, clever people from Wikimedia have created software which gets around this. It takes screenshots of the Google Platform and reassembles the images to put all the high-resolution material on Wiki…
Bring it home.
Making people and Van Gogh closer is great, but Google only recreated the museum experience on the Internet. You can see but you can’t touch. It’s not radically changing the way we consume art. It’s still a top-down approach, from museums to masses. Today, Art is not only Picasso and Monet. It’s your 19 year-old cousin who loves computer graphics and uses his over-developed inspiration to create a new piece of art everyday. New artists are digital natives who master creation software. They’re dying to show their work and sites like Behance.net are mushrooming.
Based in a former beauty salon, Cédric Lavergne and Mathieu Valoatto want to help those digital artists. They have founded Curioos, a new platform which aims to promote today’s graphic designers, digital illustrators & photo manipulators. When they’re not arguing about space invaders, they’re developing Curioos.com, a place where artists and art lovers can meet. By selling limited edition art prints at a reasonable price, they’re trying to spread the concept of affordable art. “It’s real popular art”, affirms Cédric. “Not Warhol’s billion-dollar creations.” When I ask Mathieu if one of the artists on Curioos will be exhibited at the Louvre one day, he smiles and says: “The artists we promote are not dreaming about MoMА or traditional galleries anymore. They’re dreaming about being on the wall of your living-room.”
Finally, “online” and “offline” presence seems to be complementary. Your virtual visit will certainly attract you to a future real exhibition, and vice versa. But can a digital artist be fulfilled without showcasing his work in real life?
Emiland De Cubber is a French digital native currently studying digital business @HECParis and @TelecomPTech. He loves the color red, Lego and advertising.
Anytime he discovers something about digital communication, he posts it on his tumblr miscellany: digitalage.tumblr.com. You can also find him on twitter @emilanddc————————————————————————————————————–
Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria