Here are all of the posts tagged ‘Loic Le Meur’.
A very important part of what we do at We Are Social consists in helping brands engage in social media by having meaningful conversations with people and igniting positive word of mouth. So as I was watching Loïc Le Meur’s video on ‘How to launch a product using your community’, I thought it was a brilliant illustration of why word of mouth is so important. As it’s in French, I’ll try and recap some key learnings here.
According to Loïc, traditional advertising, PR and marketing are all still very valid but are nowhere near as important as the power of word of mouth. He illustrates this by saying that when you are about to buy a product, what you want is to know what your friends think about it before you purchase it. You want to know what your community has to say about that product.
And to be honest, in some ways, this has always been the case. In the past, we would probably have asked our neighbors, colleagues or ‘real’ friends what they thought about product X or Y. Nowadays, those conversations about products and brands alike are happening online. And rather than transiently involving two or three of your friends, these conversations can now potentially reach millions of people and are permanent (as they’ll appear in Google’s results for ever). This is good if the conversation is positive and not so good otherwise.
Loïc adds another interesting point about online conversations: the years 1993-2000 were about static media – i.e. the online environment was a reproduction of traditional media; since 2000, we’ve seen the explosion of what we refer to as ‘social media’ – i.e. people interacting with people but also brands, via blogs, social networks, etc. And now, as Loïc highlights, since the beginning of 2009, the web has entered a new area. People still want to interact with their community but they want to do so in real time, via Twitter or Facebook statuses for example. Which means that when people talk about products and brands, they also do it in real time.
Hence the importance of listening and responding in real time as Robin was highlighting in his interview with emarketer ‘Social Media: Joining the conversation’. And both Seesmic & Twhirl are a great examples of brands who have understood the importance of listening in real time to the community’s feedback, to get insights into what’s good, or not so good about their products. And Loïc is the first one to say that this means sometimes he’s checking Twitter Search at 3am to read about the community feedback and to reply to it. Because Loïc knows that if 1,000 of Seesmic’s fans are convinced about the product, they’ll tell another 10,000 of their friends about how great the product is.
It’s all about ‘micro interactions’ as David Armano calls them. It’s about turning your fans into brand advocates. And it works – this is how how he managed to get Seesmic Desktop application downloaded 1.5 million times in a few days. This is the power of word of mouth.
That’s it, the 5th edition of LeWeb, the largest web 2.0 conference in the world, is now over; much has already been said by the likes of The Guardian, about the nonexistent wifi at the event or about how the place was so freezing cold they had a sauna installed at the back. What you probably don’t know yet though is that on the basis LeWeb’08 was taking place at the newly refurbished 39,000 sq meter artistic hub Le 104, which used to be a Parisian mortuary, an historic place where you could find more than 600 coffins and 150 hearses on the move, it’s not such a surprise the place was so cold…
But LeWeb was so much more though than a cold place and it’s no wonder that for the past five years more and more entrepreneurs, web 2.0 people and brands alike have registered to attend the conference…
Recession was pretty much on everyone’s mind during this 2008 edition of LeWeb, as was the search for investment from young entrepreneurs wishing to launch their new big ideas. What’s interesting is that all speakers actually seemed to agree on the fact that the economic downturn will ignite many new ideas and that it is very likely that those companies that will be the most known in 10 years or so will most likely have been created during this recession.
Take Viewdle, for example. A couple of hours before Viewdle were announced as the Gold Winner of LeWeb’08 the start-up competition, Marissa Mayer, Google VP, Search Products and User Experience was talking about video face recognition and explaining how recognizing a human face as a person on a video was still a few years away. Marissa mentioned that technically it was possible but because of the sheer volume of videos now available on the Internet, and how many people look alike, it was proving difficult. Viewdle won the start-up competition with their facial recognition digital platform which allows you to easily index and search video assets. A pretty amazing technology and a proof that it is still possible to come up with great ideas and technology.
Marissa Mayer also covered the notion of social search: when you go to a conference for example, you ask like-minded people about where is the best place to have diner, which hotel to stay at. Those are ‘social searches’, they happen all the time in real life but right now there isn’t a simple way of doing this online and it seems that this is going to be a focus for Google.
Social searches, using Twitter to talk about the conference, L’Oreal mentioning that brands are part of the conversation, Paolo Coehlo explaining how he uses his social media to interact with his fans and how he even invites some of them to have diner with him; it’s interesting to see how technology is enabling us all to refocus on the most human thing: conversations. And I guess this is the strength of LeWeb: it’s all about being able to meet a network of over 1,500 people from 30 countries, being able to share our vision of the Internet, the Web 2.0 and the future alike with those people.
LeWeb’08 is over and I’m already looking forward to the 2009 edition!
ps: check out Loic’s blog post about the organizational issues encountered at LeWeb.