social media week paris: socialers on co-creation & co-innovation
DESCRIPTION
Co-creation, co-innovation & ideation: transforming a mess into a reputational currency.A presentation for Social Media Week 2012 in Parishttp://expressroulartaservices.frby Laurent Françoishttp://twitter.com/lilzeonTRANSCRIPT
Co-creation, co-innovation & ideation in a media:Co-creation, co-innovation & ideation in a media:
Transforming a mess into a Transforming a mess into a reputational currencyreputational currency
Advertizing
1- MAP 1- MAP OF THE OF THE
PROBLEMATIQUPROBLEMATIQUEE
CRM
Event
Editorial
?
« Inspire, Connect, Entertain, or Educate »Tony Hsieh, ZAPPOS
IT’S A MESSIT’S A MESSBUT IT’S A BUT IT’S A
GOODGOODNEWSNEWS
2- FROM LONELY 2- FROM LONELY IDEAS TO IDEAS TO
STRUCTURED STRUCTURED IDEALSIDEALS
Auditour core
competency & connect the right
assets
Establish a new traffic with « local
champions »
Widen knowledge and make it an industry
#1 Media generate critical masses of users
#2Not natural to have a chit chat with a brand (TNS)
#3Content production is heavily costly
#4Journalists are legitimate in their fields of study
#5Readers & users still spend time with media as it’s the main oil for social relationships (Infolab 2010)
3- TRANSFORMING OUR VALUE CHAIN3- TRANSFORMING OUR VALUE CHAIN
Before
Main outputs:articles and contents
Now
Main outputs:social activation
4- REPUTATIONAL CURRENCY4- REPUTATIONAL CURRENCY
Big address book
Capabilities for trade fair
…
Big address book
Capabilities for trade fair
…
EVENT BOY
EVENT BOY Data on what
matters for our readers
ContactsSocial scoring
…
Data on what matters for our
readersContacts
Social scoring…
CRM GIRL
CRM GIRL
SocialERSSocialERS
Backoffice tools: new surface of interactions
Backoffice tools: new surface of interactions
New incentives:Engagement metrics New incentives:Engagement metrics
New job descriptions:From « function » to
« champion »
New job descriptions:From « function » to
« champion »
« SocialERS-ed »« SocialERS-ed »
New incentives:Engagement metrics
New incentives:Engagement metrics
New job descriptions:
From « function » to « champion »
New job descriptions:
From « function » to « champion »
…