Tag Archives: Social Business

MasterClass de Creative Wallonia

MasterClass de Creative Wallonia.

“Consider Rules – Forget Conventions – Be Creative”, c’est le slogan des MasterClass.

 

Véritable vitrine de l’innovation en Wallonie, la Semaine de la Créativité (SDLC) s’est tenue cette année du 8 au 16 novembre 2012 partout en Wallonie !

 

Son but : ouvrir les lieux d’innovations et proposer des moments dédiés à la créativité à la fois pour les entreprises, les institutions et le grand public.

 

Son origine : CREATIVE WALLONIA est un programme-cadre qui place la créativité et l’innovation au cœur du projet wallon et qui rassemble un nombre de mesures reposant sur une philosophie commune :

 

  • Vision de l’innovation
  • Politique d’innovation
  • Avancer ensemble
  • Convaincre plutôt que d’imposer

300% en tant que jeune collectif « créatif » ne pouvait répondre « absent » et fût représenté en prenant part à la CREATIVE WALLONIA MasterClass : initiation pointue à l’économie créative  sous forme de séance plénière dirigée par Laurent Simon expert de l’économie créative.

 

D’abord un petit mot concernant l’hôte :

 

Laurent SIMON est professeur en management à HEC Montréal. Ses recherches portent sur le management de la création dans la société de l’innovation : leadership pour les équipes créatives, management des projets et processus créatifs, économie créative et développement des territoires… Avec Patrick COHENDET, ils supervisent le groupe MosaiC, une plateforme de recherche partenariale dédiée à l’étude de l’économie créative et du management de la création. Ils ont fondé et co-animent l’École d’été en management de la création, Montréal-Barcelone.

 

Ensuite un mot sur le sujet « créativité » :

 

La créativité est une manière d’aborder la mise en œuvre d’une activité ou d’une production en sortant des sentiers battus. Elle invite à utiliser d’autres voies, à analyser d’autres pistes pour imaginer d’autres possibles. Elle nous propose d’autres visions pour trouver des solutions originales et adaptées à un contexte donné. L’imagination et la créativité ne se décrètent pas. La créativité, c’est d’abord un état, une ouverture d’esprit qui s’apprend, se teste, s’expérimente, se transforme et se concrétise au quotidien.

 

   “Creativity is not new and neither is economics, but what is new is the nature and extent of the relationship between them, and how they combine to create extraordinary value and wealth.”

 

– John Howkins, The Creative Economy –

 

Alors, qu’en est-il de cette “économie de la créativité » :

 

Les générations précédentes ont vécus nombre d’innovations technologiques importantes, la nôtre vit au quotidien le changement perpétuel et l’innovation, influençant et modifiant notre rapport au monde tant au niveau des relations interpersonnelles ou du travail. Dans ce contexte de constante évolution, l’économie créative est une approche qui permet sans cesse de s’adapter en intégrant la créativité, le savoir et l’accès à l’information en tant que moteurs de la croissance économique et du développement.

 

Pas de mode d’emploi :

 

Des procédures établies seraient à l’encontre même de la notion de créativité. Néanmoins quelques pistes et concepts de réflexions ont été présentées pour aider les entrepreneurs :

 

1 – Hybridation transdisciplinaire

 

Ou s’inspirer des méthodes de domaines totalement différents pour appréhender ses propres problèmes.

 

2 – Intelligence stratégique collective

 

Ou rester en éveil sur les échanges, les nouveautés, les innovations, etc.

 

3 – Principe collaboratif

 

Ou associer différentes compétences pour construire un nouveau produit/service.

 

Avec l’appui de différents cas d’études et intervenants, les organisateurs ont réussi à mettre en évidence que « le monde a changé »  et « continue à changer » en évoluant au travers d’une tendance qui se distance de plus en plus du « possessif » au profit du « holistique ». La recentralisation et l’outsourcing de tout ce qui ne fait pas partie du « Core-business » en fait partie.

 

Ainsi le « rôle » du « Manager » aux seins des entreprises évolue également vers un rôle de « Facilitateur » des challenges, des contextes et des conversions. Il sera amené à gérer des « process » en relation avec la « connaissance »(identification-détection-imagination-inspiration-…) en « ouvrant » les « terrains de jeux »,  en relation avec la « création » (connexions, réseaux, communauté,…) en partageant et en relation avec l’ »innovation » (mise au marché, gestion de projets, finances et ressources,…) en implémentant l’exécution, l’essai, la concrétisation des idées, etc…

 

Riche et enrichissant, ce Masterclass a sans aucun doute eu le mérite d’amener son audience à la réflexion sur l’économie de demain qui déjà commencé …hier !

 

Patrick Casier pour 300%

 

Plus d’infos :

 

Les photos de l’event: https://www.facebook.com/media/set/?set=a.449579438411057.94536.145083108860693&type=1

 

http://www.creativewallonia.be/evenements/~creative-wallonia-masterclass.htm?lng=fr

 

https://www.facebook.com/creative.wallonia

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Biggest Trend Of 2011 In Online Video

by Ashkan Karbasfrooshan

In our end-of-year series, we asked a number of online video professionals three questions.

The professionals included:

–      Brian Fitzgerald, CEO of Evolve (content producer, publisher, ad representation)

–      Matt Heiman, CEO of Diagonal View (content producer)

–      Jim Louderback, CEO of Revision3 (content producer)

–      Adam Singolda, CEO of Taboola (distribution and aggregation)

–      Brett Wilson, CEO of Tubemogul (distribution and ad network)

–      Steve Woolf, VP content blip (aggregation and network)

We’ll start with one question, and will cover the other two in upcoming posts:

What was the biggest news/development/trend of 2011 in online video?

Jim Louderback: “YouTube priming the pump with hundreds of millions.”

Steve Woolf: “Number 1 was investment in content. YouTube has justly garnered most of the press around this with their channel initiative, but Yahoo, AOL, Netflix, and Hulu, among others, have either launched new initiatives that signal an increased amount of investment in original web video content, or continued their support of internal programs designed to keep web video programming progressing into the mainstream.

Number 2 is that media buyers finally get it.  If the ad buys and RFPs coming to blip are any indication for the original web series market, brands and agencies are finally starting to understand the value of these eyeballs.

Media buy sizes and campaign lengths took off like a rocket in 2011, and huge RFPs come to us on a daily basis now.  We look at it as validation of the position we’ve had for years.  Perhaps most interesting was the shift in peak viewership — for us, the prime-time hours became our biggest viewing period, indicating that audiences are looking at original Web series as a legitimate alternative to television entertainment.  This is a compelling metric to media buyers.”

Matt Heiman: “Mobile usage. Roughly 20% of our views are now on mobile, representing incremental views sold at a premium.” (Heiman’s company is based in Europe, historically always one step ahead of North America (until the iPhone came along, of course). 

Adam Singolda: “I think the biggest change in 2011 versus the previous year is that video monetization became real, and maybe even possible for the first time. I saw the industry stuck in 2010, where it didn’t matter if publishers increased their video views, as there was not a lot to do with that increase.

In 2011, between companies like Tremor, Yume, Adap.tv and more — video is monetizable and in different ways and formats. I think the actual details of what ad format is the best — whether it’s skippable ad, overlay, from an exchange or through a traditional pre-roll — is less important than the bottom line. For the first time, video inventory equals money.

Of course, just as online is starting to ‘grow up’ and take shape, we’re seeing emerging platforms take off.”

Brett Wilson explains why we saw an investment in content:

Brett Wilson: “More demand than supply, leading to the launch of multiple exchanges and CPMs trending upward for top sites. This scarcity also led to the rise of fake pre-roll gaming the system, which totals over 3.3 million impressions per day according to technology we built to block it.”

Brian Fitzgerald explains what led to things taking off:

Brian Fitzgerald: “The establishment and fairly rapid adoption of VAST 2.0 as a standard, and agencies pushing for compliance with it.”

To conclude: I think YouTube’s dominance was the story.

–      YouTube spent anywhere from $100-$250 million in guaranteed money to lock up content exclusively for one year.  This makes YouTube the only online company doing “upfronts,”  and continues its scorched-earth philosophy of making it hard for any other aggregator to build a business around video online.

–      YouTube and comScore’s partnership to open up audience measurement per channel will give an incentive to many producers who rely on YouTube for distribution to invest in a sales team or at least have a shot at building a business around their YouTube presence.

–      But the clutter that content creators face online is an obstacle: with over 48 hours of content uploaded to YouTube each minute, the reality is that most content creators cannot justify the expensive process of producing content. While in aggregate there’s more video viewing than ever, each video seems to represent a needle in a haystack.  Ultimately, content needs to be i) good enough and ii) produced at the right price point to make it worthwhile.

Make sure to keep an eye out for the next article in this series.

Read more: http://www.mediapost.com/publications/article/164541/biggest-trend-of-2011-in-online-video.html#ixzz1h9QPQIDr

Video is Evolving — Don’t Get Left Behind

Video has taken over the web: 

  •  2005 : creation of Youtube
  • July 2006 : 1st video viewed 1 million times
  • 2009 : 1 billion videos viewed/day
  • 2010 : 1 billion subscriptions
  • May 2011 : 3 billion videos viewed/day

VIDEO INSIDER
Video is Evolving — Don’t Get Left Behind, by Craig Wax, Nov 15, 2011, 

Consumer usage of video is increasing at an astonishing rate. Cisco has estimated that video will increase from 30% of Internet traffic in 2010 to 90% by 2013. Online retailers are already using video, and service companies, manufacturing, and many others are also hopping on board. The scope of businesses that employ video and the different uses for video are expanding.

The message is clear: Consumers expect online video as a central element of a company’s communications strategy. No matter what sector of business you are in, incorporating video is an essential step in preparing yourself for the future of marketing.

73% of online retailers use video on product pages, which means that if you’re a retailer and you don’t have video on your site, you are officially in the minority, according to eMarketer. Other sectors of business are beginning to follow suit. A recent survey by Industrial Marketing Today  found that 50% of B2B manufacturers use YouTube as a channel to connect with their customers. Even service companies such as Charles Schwab are starting  to include videos on their websites.

Video can be used in various ways, which explains why more companies are using video to achieve business objectives. It is clearly beneficial for online retailers to demonstrate a product to their consumers. But what about answering potential questions about your company through video on a FAQ page? This way, you can efficiently inform your customer with a personal touch. Dell credits video with reducing service call volumes by  5%, and Virgin Mobile expects video to reduce call volumes by 14% in 2011(The Australian, December 2010).

Promotional videos can be placed on a landing page to endorse new products and services. Background video on a Web site can make the page feel interactive and exciting. The list of possibilities goes on. Companies are using video on more platforms as well. YouTube is a common channel that companies use, and it is the second most popular web site with 790 million unique monthly visitors, per ReelSEO. Other social media tools, such as Facebook and Twitter, integrate video into their systems and make it easier than ever for users to share videos with each other.

The use of video in emails is gaining in popularity and has been shown to increase click-through rates by over 96%, in an Implix survey.  Newsletters or other subscriber-based system could benefit from video, too. Video is even extending beyond the computer, to mobile phone apps or at on-site locations. Imagine going to a restaurant, using your phone to scan a QR code next to a menu item, and watching a clip on what the dish looks like and how it is made. This is just one example on how video can be employed inthe hospitality industry.

Increasing consumption of video makes it clear that consumers prefer to take information in as video over other forms of content. That’s true no matter what business you may be in. Companies that respond by deploying video more broadly will be speaking in their customers’ preferred language.

  • Craig Wax is the CEO of Invodo.

COUNTDOWN TO GO LIVE FOR FACEJOBB!!!

 

Today!!!

Don’t miss it!!!

http://facejobb.com/

Poll: Would you consider asking applicants to present themselves on a self-recorded video clip when applying for a job?

 

Dear HR professionals,

Following the birth of the jobboard Facejobb, which will probably change the landscape of today’s “Quest for Talents”, I am conducting an analysis of the first impressions of the broad HR Industry Sector.

In order to have a as much as possible representative analysis I need your valuable support.

Much appreciated if you could participate to this poll by clicking on the link.

It is anonymous but if you want you can leave your name when leaving comments (which are very important to this analysis).

It would be also interesting if you could precise the country when you leave a comment (enabling me to see differences between regions)

Results can be directly viewed by anyone at anytime.

FYI: a comparable poll from a point of view of applicants is also available.

Don’t hesitate to contact me should you need any additional clarification.

Thank you for your support on this one

best regards,

Patrick

POLL: Would you consider presenting yourself on a self-recorded video clip when applying for a job?

Thank you for your  participation to this poll.

Don’t hesitate to leave comment or request for info.

Results of the poll are available: click at the bottom of the poll form to see latest results.

New Rules for Business in the Social Media Age

Interresting analysis by David Rogers | September 14, 2011 Digital Marketing Strategist

..If you, or your company, still think of social media as optional, or just “not for our customers,” you should read this new Nielsen survey. It found:
Nearly 80% of online Americans are now using social media (blogs, Twitter, and social networking sites)
Over 140 million Americans visit Facebook every month
Boomers are driving the growth of social networking on mobile devices
Given this tremendously wide adoption, all organizations, large or small, need to make social media an essential part of their marketing and communications plan. But the question is, how?

I delved into the Nielsen data on social media usage and found six imperatives for marketers seeking to communicate in the social media era:

1. Go where the attention is. Social media now fills 23% of the time Americans spend online, more than email, games, or any other activity. As the top social networking site, Facebook consumes more user time than any other website, capturing 890 million hours of attention in May 2011 alone. In a world of fragmented media channels—from television to print to online—if you want to compete for the attention of your customers, social media has to be included as a part of your marketing strategy.

2. There is no “typical” social media user. For years, analysts have attempted to describe the ever-evolving social media user: female, college-age, educated, coastal, technology-savvy, etc. The surprising finding of the newest data is that there truly no longer is a “typical” user of social media. The differences in social media adoption rates between men and women, white and non-white, rich and poor, have flattened out to a matter of just a few percentage points. Young adults 18-34 are only marginally more active on social media than their bosses and parents. Even Americans 65+ years old are only 9% less likely to be on social media than the average. The mythical “digital generation” of young tech adopters has given way to a digital society.

3. Know your audience. Just because Americans of all stripes have adopted social media into their digital behaviors, does not mean they are all using the same Web services equally. The fast-growing blogging site Tumblr skews towards female teens. African-Americans are more likely to be found on Twitter than other races. Internet users with a graduate degree are three times more likely to visit LinkedIn than those without. It is therefore imperative that marketers get to know their own customers and find out which social media sites are best for reaching them.

4. If you’re global, think local. Social media preferences vary widely between countries as well. In Brazil, Google’s old social network Orkut still takes first place ahead of either Facebook or Google+. In the U.K., Tumblr has grown to be the number two social media site, whereas in France that spot is held by local site Overblog. In Spain, Tuenti has fewer users than Facebook, but they spend more time there (nearly 5 hours a month). If your organization has a global presence, it is important to match your social media communications plan to the appropriate platforms within each local market.

5. Leverage social media for loyalty marketing. For years, companies wondered whether customers really wanted to “friend” or “follow” them in social media. It is now clear that while users may not confuse brands with their close friends, they do want to relate to brands via social media as well. In fact, active adult social networkers are much more likely to follow a brand (53%) than a celebrity (32%). Given that prior studies have shown discounts and product information as key motivators for following brands, marketers would do well to see social media as a tool for loyalty marketing. Rather than trying to acquire new customers via a platform like Facebook, most organizations should use social media to build their relationship with existing customers. This can include efforts focused on customer retention, upselling to premium services, and inducing product trials for new offerings.

6. Think of influence as online and offline. Social media has often been described as a place to reach online “influencers” – those elusive bloggers and digerati who hold the ability to sway others through their online comments and behavior. In fact, the difference between your influential customers online and offline may not be much. Traditional mass media opinion leaders, from talk show hosts to newscasters, have taken up residence in social media channels. Among regular mortals, those who are most active in social media are also more likely to be socially active offline, whether dating (45% more likely), going to professional sporting events (19% more), or attending political rallies (26% more). They also spend more online on clothing and music, and are 60% likely to post online product reviews.

Know Your Customer

The question for businesses is no longer, “should I be using social media to communicate?” but “how should I?” While national data can point to broad demographic trends, and the rise of new social media platforms, each business needs to become intimately acquainted with its own customers’ behavior, in order to continue to reach them in our increasingly networked world.