The evolution of search in 6 minutes

 

What’s next ? Well, you won’t need a question to get an answer… #socialmedia

The World of Social Media 2011

Worldwide social media revenue is on track to reach $10.3 billion in 2011

It’s been a while since I shared with you some Social Media highlights around the world…Before you start reading this though, you need to stop thinking of social networks as just another venue for your marketing.  Their next evolution is already underway and holds much promise for the business world.  Consider that social are morphing into new channels for collaboration and innovation…

According to Gartner Inc., worldwide social media revenue is on track to reach $10.3 billion in 2011, a 41.4 percent increase from 2010 revenue of $7.3 billion. Worldwide social media revenue is forecast for consistent growth with 2012 revenue totaling $14.9 billion, and the market is projected to reach $29.1 billion in 2015. Advertising revenue is, and will remain, the largest contributor to overall social media revenue. Social media advertising revenue is forecast to total $5.5 billion in 2011, and grow to $8.2 billion in 2012. Advertising revenue includes display advertising and digital video commercials on any device including PCs, mobile and media tablets
According to the 18th annual 3PL survey conducted by Northeastern University and Penske Logistics, natural disasters in 2011, especially the earthquake and tsunami in Japan, increased awareness among 3PLs and their customers of the need for contingency supply-chain planning. North American companies experienced supply chain disruptions due to supplier failure and unpredictable transit times. Another interesting finding from this year’s survey is the growing use by 3PLs of social networking. About two-thirds of companies in the survey have Linked-In accounts, about a third are on Twitter, about half have Facebook accounts, and a quarter have material on YouTube

According to Adrian Gonzalez, director of the Logistics Executive Council at ARC Advisory Group, in order to determine where to start with social media and develop a clear business case, supply chain executives will need to – Think Beyond Facebook, Twitter, and LinkedIn. For most executives, and the public in general, the term “social media” basically equates to Facebook, Twitter, LinkedIn, and other publicly accessible sites. But the ecosystem of “social networking” solutions also includes “Enterprise 2.0” applications (aka “Enterprise Social Software”) that companies can deploy internally to facilitate communication and collaboration between employees and different functional groups, and with suppliers, customers, and other external partners in a private, secure environment. At last month’s CSCMP conference, for example, Tricia Mims from Home Depot discussed how the company is using an internal social media site called “The Warehouse” that store and DC associates, as well as corporate store support center, use for “internal communication and knowledge transfer of innovative ideas and best practices for just about any issue impacting the business.” She added: “The ability to capture information on the obstacles that associates face allows the company to analyze and formulate solutions. It facilitates internal benchmarking that results in process standardization based on best practices.”
Members of the CPO Agenda Network discuss department sizing and financial responsibility per employee on LinkedIn

A news release from H.P. Labs discussed a project where data from social media is merged with corporate information, like sales transactions and customer demographics, to predict customer behavior. The study claimed 90 percent accuracy. The system used can correlate social media conversations about specific product features to actual customer transactions in real time. HP is expanding the scope of the project internally as the underlying technology is being piloted by HP customers in the media and entertainment industries

Nestlé is looking for an agency to handle social media activity for its Nespresso brand. The food and drink giant has already contacted a number of UK agencies regarding the work, as it looks to boost the online presence of Nespresso. Nespresso, which manufacturers machines and capsules to help people create their own espresso coffee, already enjoys a loyal following among its existing consumer base and it is keen to use social media to maintain these relationships and to help it develop new ones

InnoCentive is the first global web community for open innovation created back in 2001. InnoCentive is designed to bring seekers (companies with problems) and solvers (scientists, engineers, professionals, and entrepreneurs with solutions) together to collaborate on challenges that R&D-driven organizations are facing. In 2011, this web-based network has more than 250,000 engineers, scientists, inventors, business people, and research organizations in more than 175 countries available to solve seekers problems. Companies like DuPont, Procter & Gamble, Dow AgroSciences, BASF, and Eli Lilly and Company, post problems their own in-house research teams cannot solve, offering rewards that range from $10,000 to $100,000. To date, InnoCentive has paid out more than $7 million dollars in rewards to solvers. Access to external resources helps companies source experts throughout the world. Without the internal knowledge to solve these challenges, many firms would fail to develop new products at the rapid pace needed in some markets

AT&T plans to build out its Networking Leaders Academy program, educating its employees and encouraging them to go on social networks. Trish Nettleship, social media lead for business marketing at AT&T, says she would like to engage more third-party, external advocates for the brand as well, extending AT&T’s social footprint to the tech and communications space

The survey by Protiviti showed that one in six (17 %) UK employees consider social networking sites such as Facebook and LinkedIn a major risk to corporate security. The research also showed three in 10 (28 per cent) believed that social networking sites also posed a real threat to their own personal security.  Although Twitter, LinkedIn or Facebook are used by employees for business use, privacy and security are major concerns for users. Key security risks include potential leakage of sensitive information, unintentional upload of viruses to employees’ computers, individuals falling prey to fraudulent scams and increased targeting of individuals associated with the company for social engineering attacks. Staff have called for clearer guidelines on social media usage in the workplace. In particular, employees aged 55 and over would like to see clearer guidelines, with one in three (30 per cent) expressing a need for this, more than any other age group. Jonathan Wyatt, managing director of Protiviti UK said: “By allocating and establishing a unified risk management process, organisations can start to mitigate the threats they face.”

According to new Booz & Company research, “Campaigns to Capabilities: Social Media and Marketing 2011,” as social media plays an expanding role in advertising and branding efforts, 94% of respondents regard Facebook as one of their top 3 social media platform priorities. 77% view Twitter as one of their top 3 social media platform priorities; 42% say YouTube is one of their top 3 social media platform priorities.The research, based on quantitative and qualitative input from more than 100 leading companies, finds that 81% of respondents say the marketing department is responsible for social media. 35% of companies have a dedicated head of social media. 50% of respondents said they believe that this role is critical to social media success. And while social media is squarely on the functional agenda of senior marketers, 38% say that social media is CEO-level priority for their companies

UK leading the way as mobile social networking use skyrockets across Europe

The UK is head and shoulders above its continental counterparts in mobile uptake, according to new comScore data, as 35% of UK mobile users access social networking sites on their phones, compared to the European average 23%. Read full article here

 Google+ has instant impact on social media landscape
New social media network Google+ attracts 25 million-plus users by the first week in August, according to comScore.
Why does it matter? Google+ is already being touted as a potential Facebook killer because of unique features and its parent company’s strength.
Still, its initial numbers are far below the 750 million active Facebook users. Questions also remain as to how Google+ will eventually fit into both the social media landscape as well as the marcomms strategies of brands large and small. Read full article here

And for those who missed my previous article on this:
An IBM computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights – currently in nosebleed territory – poised to decline.  The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results. According to a recent IBM study, Chief Marketing Officers around the world recognize the need to embrace social media in their business – but only a small minority of them actually factor information from blogs and other forms of social media into their strategic decisions

Happy Tuesday !

The lucky winner of IBM Social Quiz for LeWeb11 is: Francois-Xavier Bodin

We are delighted to announce that our official IBM Social Quiz winner for Le Web 11  is

Francois-Xavier, Bodin

Congratulations Francois-Xavier Bodin, we are thrilled to bring you to Le Web

Find out more about @fxbodin  and his adventure at Le Web on this blog and also here

All about IBM @ Le Web here

#lewebibm #leweb #leweb11

Meet with IBM @ Le Web, Oh, Hang on! You can win a Pass too

Meet with IBM at LeWeb ’11

December 7th, 8^th, 9^th - Press and Bloggers lounge and Le Web Studio – Les Docks de Paris

IBM is thrilled to be a part of LeWeb ’11 to share with you why and how Social is the next transformation step for the enterprise.

These days, everybody is talking about Social features, Local business and Mobile applications aka “SoLoMo” IBM helps its clients understand how “SoLoMo” can apply to business to deepen customer relationships, generate new ideas faster, identify expertise and enable a more effective workforce.

At LeWeb ’11, to discuss and show what becoming a Social Business means, the following IBM Social Business spokepersons will be available:

Sandy Carter, Vice President, Social Business Sales and Evangelism

Sandy will speak on December 9^th at 11:20AM in the Eiffel Building about Social in organizations, a paradigm shift together with Mr Nicolas Rolland, Director Social Prospective, Danone

Nigel Beck, Vice President Business Development, Collaboration Solutions

Nigel will speak on December 8^th  at 12:10AM in the Pullman Building  about How is Social Local Mobile changing enterprise

Delphine Remy Boutang, Social Media Marketing Manager, IBM

Pierre Milcent, Executive Consultant Social Business and Collaboration Solutions

Stefano Pogliani Executive Social Business & Web Experience Consultant.

A Social Business means that every department, HR, marketing, product development, customer service, sales, uses social media the way it uses any other tool and channel to do its day job. As example how people use social collaboration solutions to identify experts they need to sort out issues and share information about their project? How people use social analytics solutions to support innovation based on social networks discussions analysis? How can technologies such as Watson open up new path of services?

Social collaboration and analytics solutions demos from the IBM Social Business Labs will be displayed in the press and bloggers lounge at Leweb11. You will also be able to play against Watson.

Alongside its own transformation story, IBM will tell you how customers like CEMEX in Mexico, Lowe’s Home Improvement in the United States are transforming their culture, business processes, leadership development and more using SoLoMo technologies.

Do not hesitate to contact us for one to one interviews and solutions demonstrations.   

More about IBM @leweb on Twitter, #lewebIBM , #leweb11,#leweb

And in French, ca donne ca:

IBM participera à la conférence LeWeb’11 pour discuter avec vous pourquoi et comment les réseaux sociaux transforment les entreprises au travers de sa vision du « Social Business ».

Vous n’avez pas encore de pass pour Leweb11 ?
Jouez au Social Quizz Spécial Bloggers d’IBM le 28 novembre.

Social, Local, Mobile, “SoLoMo”, sont les mots clés de la conférence LeWeb’11.  IBM aide ses clients à comprendre les opportunités associées au “SoLoMo” que ce soit pour renforcer les relations clients ou partenaires, générer de nouvelles idées plus rapidement, ou collaborer plus efficacement.

Les bloggers ayant historiquement une place importante à la conférence LeWeb, nous vous proposons  de parler de blogger à blogger en contactant : Catherine Ertzscheid, Claire Goyat, Cyril Attias, Pierre Olivier Carles, Jeremy Rodney, Fabien Thomas, Joackim Le Goff, Cyrille Chaudoit, et Henri Kaufman qui nous suivront pendant l’évènement.

Pour IBM, un « Social Business » est une entreprise où des RH au marketing, en passant par le service client, les ventes ou le développement, bref tous les départements utilisent les réseaux sociaux pour réaliser leur travail au quotidien.

Pendant le Web’11, vous aurez accès aux solutions de collaboration et d’analyse des labs mondiaux d’IBM Social Business avec :
Pierre Milcent, “Executive Consultant Social Business and Collaboration Solutions, IBM France”
Stefano Pogliani “Executive Social Business & Web Experience Consultant, IBM France”
Pierre et Stéfano vous montreront comment utiliser les réseaux sociaux d’entreprise par exemple pour identifier un expert et résoudre une situation critique tout en étant en déplacement. Ils vous présenteront les technologies d’analyse des réseaux sociaux par exemple pour générer de nouveaux produits ou services. Enfin vous pourrez aussi vous mesurez contre la technologie Watson.

Pendant LeWeb ’11:
Sandy Carter, « Vice President, Social Business Sales and Evangelism, IBM, bloggeuse & twitteuse » aux côtés de Mr Nicolas Rolland, « Director Social Prospective, Danone » donneront leurs points de vue sur les réseaux Sociaux d’entreprise, un changement de paradigme, le 9 décembre à 11:20 en salle Eiffel
Nigel Beck, « Vice President Business Development, Collaboration Solutions, IBM » expliquera Comment le SoLoMo transforme l’entreprise, le 8 décembre à 12 :10 en salle Pullman.

En plus de la propre transformation d’IBM  en Social Business que Delphine Remy Boutang, “World Wide Social Media Marketing Manager, IBM” vous présentera, tous ces experts sont en mesure de vous parler des transformations de clients : CEMEX au Mexique, Lows Home Improvement aux Etats-Unis, Red Funnel Ferry Services en Angleterre ou Sogeti en France …

N’hésitez pas à nous contacter pour des interviews ou des démonstrations.

Plus d’infos sur IBM @leweb’11 sur Twitter, #lewebIBM ou #leweb11 ou ici

Key predictions for the November holiday shopping season

Holiday Shopping Goes Mobile
On the eve of Black Friday and Cyber Monday, 2011 is expected to be the year of the mobile holiday shopper as more consumers are expected to make their purchases via an iPad, Android phone and other devices. A recent IBM analytics benchmark projects that online holiday shopping in November will grow as much as 15 percent (versus 3.9 percent in November 2010) — and many of those shoppers will make their purchases using a mobile device.

IBM’s key predictions for the November holiday shopping season:

– The Mobile Impact: A record number of consumers will shop from their mobile devices. October 2011 figures state that 10.7 percent of people who logged onto a retailer’s site used a mobile device, up from 4.2 percent the year before. Additionally, sales transactions from mobile devices are growing, reaching a high of 9.6 percent in October 2011, up from 3.4 percent in October 2010.
– The iPad Factor: The iPad will dominate holiday sales over other mobile devices. This trend is based on October 2011 figures where 6.8 percent of consumers shopping on an iPad made a purchase as compared to the overall mobile device purchase rate of 3.6 percent.
– The Facebook Factor: The vast majority of social shopping will continue to come from Facebook, which in October accounted for 77 percent of all traffic from social sites.

What They’re Saying
In a report on Fox Business, IBM Smarter Commerce Chief Strategy Officer John Squire discusses increasing consumer interest in using mobile devices to shop for holiday gifts http://ibm.co/rwtNqU

A MarketWatch article suggests that 2011 will be the year of the mobile shopper http://ibm.co/tratiL

Join the conversation on Twitter
#smartercommerce   #ibmbenchmark   #holidayretail

IBM and Facebook Present: Social Marketing and Measuring Impact

Event Date: 12/01/2011 10:00 AM Pacific Standard Time

What’s Next for Social Media and eCommerce? Today’s consumers are more empowered than ever. They can ask for advice, read recommendations and gather insight before they purchase a product, book a vacation, or open an account with a bank. Commerce is increasingly social, and business is increasingly mobile. Is your strategy keeping up? Join social media and marketing experts from Facebook and IBM to learn what it takes to engage with empowered consumers. Get expert tips for taking full advantage of Facebook and social analytics capabilities from IBM to leverage unprecedented insight into your customers and drive measurable results. You will learn: Ways your business can take advantage of Facebook as a powerful ecommerce vehicle with proven ROI. How to make any ecommerce experience social by implementing Facebook platform technologies. Best practices for pairing business metrics with Facebook-specific features such as likes, shares and other information How to customize your Facebook presence based on key demographics and user insights Don’t miss this opportunity to hear from industry experts. Register today!

Presented by: John Yi Manager, Marketing API Program, Facebook John Yi, Manager of Facebook’s Marketing API Program, leads the cross-functional team that facilitates an ecosystem of marketer-focused solutions built on Facebook APIs. The Marketing API Program enables brands to connect with and engage their current and future customers via Facebook at scale and finally, to measure and analyze their Facebook marketing initiatives. John is a 1996 West Point graduate who served for 7 years in the US Army, 5 of them in Special Operations with the 7th PSYOP Group and 75th Ranger Regiment (Airborne). After the Army, John was a disaster response officer for the American Red Cross, founded two tech startups and helped start an agrarian social venture called the One Acre Fund (oneacrefund.org) that now serves 50,000 subsistence farm families in Kenya and Rwanda. Prior to joining Facebook in 2009, John led Search, Display and Social media initiatives for a Fortune 500 company. Martin Doettling Product Strategy, Enterprise Marketing Management Group, IBM Martin Doettling is responsible for strategic market and new business initiatives in IBM’s Enterprise Marketing Management Group. Before Coremetrics’ acquisition by IBM, Martin was vice president of product marketing where he led product marketing and global go-to-market strategy for Coremetrics’ industry-leading web analytics and digital marketing optimization solutions. Prior to joining IBM, Martin held executive product and marketing leadership roles at Adobe, Remedy, Vitria, Kana, and CollabNet. Martin holds graduate degrees from The University of Michigan, Michigan State University and the University of Freiburg, Germany.   Click here to register to this webminar

Presentation @ French Web, 15/11 2011

I was invited last week by Richard Meneveux, Editor in Chief of French Web to present on Community Management. Even that’s not what I do, and that I dislike very much this 2 words together (community and management), I agreed to go and share our vision on how to transform a business into a social business. Along with Eglantine Schmitt, Responsable du pole veille et community management at  BlogAngels, I shared some of our best campaigns and how I see our world evolving  . The one constant of business is that it is always changing….

My presentation is available here but this is not entirely the one I presented…I shared some of our digital campaigns that are not included. Some of my thoughts of the day are here:

It is very common for a brand to consider its audience on the web as a community and apply community management very much like a magic wand. The reality of the audience for brands goes far beyond just a Community dimension.  The structuring of this audience and their expectations are much more complex and often use the community dynamics to address individual problems, claiming a sense of some sort of  belonging which doesn’t exist can have in fact an opposite effect  and be a source of misunderstanding between the brand and community.

A community is characterized by a number of things including a shared interest in something  and the desire to operate together (relation between members). But it’s not because your clients or prospects follow you on twitter or like you on Facebook that they are your community. The reason: they have nothing to do with each other. It’s not because I buy the same coffee make than my neighbor that I belong to his community, is it?
In fact, a community can become one when a large majority of its members faced the same problem and they organize themselves to solve it together, so they might become a community, temporary, to get the outcomes they couldn’t have properly get if they were on their own.

Final though,  you don’t exactly manage a community. It’s the community (if such a thing) that manages you…

To embrace Social Media you need a strategic approach above and beyond community

IBM prédit la baisse de la hauteur des talons / IBM predicts the decrease in height heels

OK, everyone knows it already… I do love my...but this is an interesting news for my week-end shopping ahead, the prediction is that usually women’s heels stay high during a downturn; well perhaps not this time…

An IBM computer-based analysis of billions of social media posts predicts an intriguing change on the horizon in women’s shoe fashions, with heel heights– currently in nosebleed territory – poised to decline. The IBM project highlights the predictive capabilities of social media analysis as a source of valuable insight that can help drive business strategies and results.

Indeed, according to a recent IBM study, Chief Marketing Officers around the world recognize the need to embrace social media in their business – but only a small minority of them actually factor information from blogs and other forms of social media into their strategic decisions.

“Usually, in an economic downturn, heels go up and stay up – as consumers turn to more flamboyant fashions as a means of fantasy and escape,” said Dr. Trevor Davis, a consumer products expert with IBM Global Business Services. “This time, something different is happening — perhaps a mood of long term austerity is evolving among consumers sparking a desire to reduce ostentation in everyday settings.”

A look back at the last 100 years of shoe fashion trends reveals that heel heights soared during the most prominent recessions in U.S. history.
Low-heeled flapper shoes in the 1920s were replaced with high-heel pumps and platforms during the Great Depression.  Platforms were again revived during the 1970s oil crisis, reversing the preference for low-heeled sandals in the late 1960s.  And the low, thick heels of the 1990s “grunge” period gave way to “Sex and the City”-inspired stilettos following the dot-com bust at the turn of the century.

In a potential deviation from the long-term trend, Davis continued, an analysis of the last four years of social media showed that discussions of increasing heel height peaked towards the end of 2009, and declined after that.  For example, key trend-watching bloggers between 2008 and 2009 wrote consistently about heels from five to eight inches, but by mid 2011 they were writing about the return of the kitten heel and the perfect flat from Jimmy Choo and Louboutin.  This is not to say that the sky-high heels have gone, rather that, as the economic downturn has wore on, they are discussed as glamwear and not for the office or shopping trip, Davis said.

While heels on women’s shoes are still high – as a visit to any shoe store will confirm — the IBM analysis points to a change in trend. This data could be used by shoe manufacturers and retailers looking for insight into the kind of shoes to, respectively, manufacture and sell in the coming season.

IBM determined the median heel height discussed online by those identified as important shoe mavens in the social media universe. The median height discussed peaked at seven inches in 2009 and declined to two inches this year.

Here’s how the analysis was conducted: first, IBM used special analytics software to search billions of social media posts to identify individuals discussing shoes. This initial category contained tens of thousands of posts. Next, the software narrowed the list down to those who are key online influencers in the area of footwear – bloggers, for example. The software relied on special algorithms that rated the popularity of these influencers by zeroing in on the ones who sit in the center of large social networks – that is, writers of blogs that many other blogs link to and which in turn link to many blogs. These bloggers aren’t traditional “experts” – they don’t work in the footwear industry, for example. But they are passionate footwear enthusiasts with large followings.

Finally, the software analyzed the content of the social media sites, looking specifically for discussions of shoe height.

Social media analytics in the enterprise The IBM project illustrates how sophisticated analysis of social media could be used by manufacturers in planning future products, by retailers in choosing which products to stock, and by marketers in planning advertising campaigns.

It could also help a city or government better serve its constituents. The ability to analyze social conversation in real-time can help officials see how constituents are responding to policy decisions or how outreach could be varied across different channels to get the word out about specific events. Social media analysis could also serve as an early warning system for governments around special events and unexpected occurrences.

For example, public safety officials could use this technology as part of a rapid response system for flooding, earthquakes and other natural disasters; or to identify areas of public services delivery that need improvement.

And for my  French readers , ca donne ca:
Dans son analyse des médias sociaux, IBM prédit la baisse de la hauteur des talons

Les femmes portent habituellement des talons hauts en période de crise, peut être pas cette fois ci

L’analyse informatique d’IBM sur des milliards de conversations se déroulant sur les médias sociaux prédit un renversement de la tendance de la mode des chaussures féminines, avec une hauteur de talon – très importante aujourd’hui– qui tend à se réduire.

« Habituellement, en période de crise économique, la hauteur des talons augmente et reste élevée – les consommateurs se tournent vers une mode plus flamboyante et recherchent ainsi fantaisie et évasion, »  déclare Trevor Davis, expert en développement de produits chez IBM Global Business Services.  « Cette fois c’est différent, peut être qu’une morosité économique à long terme pousse les consommateurs à atténuer le côté ostentatoire des objets du quotidien. »

Un regard sur les cents dernières années des tendances de la mode en matière de chaussures révèle que les hauteurs de talon ont grimpées en flèche au cours des principales récessions économiques de l’histoire des Etats-Unis.  Les chaussures style garçonne à talons plats des années 20 ont été remplacées par des chaussures à talons hauts et semelles compensées pendant la Grande Dépression. C’est dans les années 70, lors de la crise pétrolière, que réapparaissent les semelles compensées, contrastant avec la mode des sandales à talons plats de la fin des années 60.

De même, les talons épais de la période « grunge » des années 90 ont fait place aux talons aiguilles inspirés de la série « Sex and the City » apparus au tournant de ce siècle après l’effondrement de la bulle internet.

« Parallèlement à la tendance générale, poursuit Trevor Davis, une analyse des médias sociaux portant sur les quatre dernières années a montré que les discussions sur l’augmentation de la hauteur du talon ont culminé vers la fin 2009 pour ensuite diminuer. Par exemple, entre 2008 et 2009, les discussions des blogueurs ont constamment tourné autour de hauteurs de talons de cinq à huit centimètres. En revanche, mi 2011, les blogueurs ont écrit sur le retour du talon bobine et du talon plat idéal vu par Jimmy Choo et Louboutin. Cela ne veut pas dire que les talons très hauts ne sont plus d’actualité, mais avec le ralentissement économique qui se prolonge, ils sont plutôt considérés comme un accessoire glamour et non comme un accessoire pour travailler ou faire du shopping, » déclare Trevor Davis.

Bien que les talons soient encore très hauts – une visite dans n’importe quel magasin le confirmera- les analyses d’IBM mettent en évidence un changement de tendance. Ces données pourraient être utilisées par les fabricants et les détaillants pour connaître à l’avance les nouveaux modèles à fabriquer et à commercialiser lors des prochaines saisons.

IBM a déterminé la hauteur médiane de talon à partir des discussions en ligne de personnes identifiées comme experts sur le sujet.  La hauteur médiane évoquée dans les discussions fut a son plus haut en 2009 avec 18 cm pour redescendre à 5 cm cette année.  La solution de social analytics d’IBM permet d’analyser les discussions sur les réseaux sociaux Le projet IBM souligne les capacités prédictives de l’analyse des médias sociaux en tant que source de prévisions fiables qui peuvent contribuer à élaborer des stratégies d’entreprise et obtenir des résultats.

En effet, selon une étude mondiale d’IBM, les directeurs marketing reconnaissent le besoin de se pencher sur les médias sociaux  – mais seule une minorité prend en compte les informations issues des blogs ou des réseaux sociaux dans leurs décisions stratégiques.

Voici comment l’analyse fut menée.
En premier lieu, IBM a utilisé une solution analytique pour rechercher les milliards de commentaires sur les médias sociaux et identifier les conversations individuelles sur les chaussures.

Cette première catégorie contenait des dizaines de milliers de commentaires. Ensuite, la solution a permis de réduire la liste aux seuls commentaires des influenceurs clés dans le domaine des chaussures – blogueurs par exemple. La solution s’appuie sur des algorithmes spéciaux  qui évaluent la popularité des influenceurs en se concentrant sur ceux dont les blogs sont les plus relayés sur d’autres médias sociaux en ligne.  Ces blogueurs ne sont pas des experts au sens traditionnel du terme – ils ne travaillent pas dans l’industrie de la chaussure par exemple, mais sont néanmoins passionnés de chaussures et sont très écoutés.

En dernier lieu, la solution analyse le contenu des sites de réseaux sociaux à la recherche des discussions sur la hauteur des chaussures.
Bon shoes shopping … Je vais aller voir chez Jimmy Choo next…

60 second social

See how organizations are transitioning to a social business. Empower people with social networks, engage with experts and clients, and cultivate trust. Find out more at Leweb on 7-8-9 December !

#lewebibm #leweb11