Fast Shopping by Comptoir des Cotonniers

Nous pouvions le voir hier sur tous les réseaux sociaux « Comptoir des Cotonniers ouvre 10 000 boutiques en une nuit, une première mondiale… ». Aujourd’hui, nous en savons plus, ce teaser annonçait le lancement de la nouvelle campagne de l’enseigne « Ceci est une boutique ».

Cette vaste opération de la marque de prêt-à-porter, s’installe du 28 mai au 17 juin dans toute la France, avec 10 000 « boutiques éphémères » représentées par des QR-Codes ! L’idée est innovante : se rendre dans un abribus, feuilleter un magazine, s’installer à une table de café, monter dans un Uber, apercevoir des prints Comptoir des Cotonniers avec des articles et des QR Codes, flasher et acheter. En bref, faire du #fastshopping.

L’idée brillante de cette opération : favoriser l’achat d’impulsion, un marché que la mode est le plus enclin à exploiter, en utilisant le shopping virtuel. Comme nous l’avions précisé dans un article précédent, le m-commerce est en pleine expansion et Comptoir des Cotonniers l’exploite, avec son agence Marcel, d’une façon inédite en France.
Hier, l’enseigne disposait de 322 boutiques dans le monde, aujourd’hui c’est plus de 10 000 ! A l’ère de l’instantanéité et l’hyper connexion, grâce à Comptoir des Cotonniers, chaque média se transforme en proposition de lieu d’achat. Tout lieu public peut devenir une boutique où l’on pourra acheter à toute heure du jour, de la nuit ou le dimanche. Pour cela, il suffit de disposer de l’application Powatag, l’achat se fait en 20 secondes et la livraison sous 48 heures (Besoin d’avoir ses coordonnées bancaires et postales rentrées dans l’application Powatag téléchargée).
La directrice e-commerce et CRM de la marque explique « Nous sommes ravis de proposer une expérience inédite à nos clientes. C’est une vraie révolution dans le monde du retail et du marketing, même l’affichage urbain se transforme en distributeur. Comme beaucoup d’autres innovations digitales, celle-ci va transformer notre monde ». «Toutes nos clientes peuvent tenter l’expérience et 10% de nos ventes en ligne se font déjà sur téléphone mobile.»
Grace à cette campagne la marque redynamise son image et s’adresse à une clientèle plus jeune. Les femmes actives, un peu geek, adeptes du « fast shopping » et qui souhaitent répondre à leurs impulsions d’achats. Avec Comptoir des Cotonniers, elles ont tout ce qu’il faut pour aller jusqu’à la transaction bancaire rapidement.
ComptoirCotonniersfastshopping

Avec l’application Powatag, l’utilisateur rentre quelques coordonnées, peut acheter en 20 secondes, tous les articles qui l’intéresse et de façon hyper sécurisée. Cela fait quelques années que ce support est exploité, notamment, par des grandes enseignes comme Carrefour, Nestlé, Tesco mais toujours de façon très ponctuelle. Aujourd’hui, l’outil commence à vraiment intéresser les marchés financiers et risque de voir augmenter son nombre de téléchargement très rapidement.
Vers une application externe centralisée ?

Lorsqu’on reprend l’historique du m-commerce, pour faire des achats via son mobile, il fallait passer par l’étape nécessaire du téléchargement d’application. Mais si chaque enseigne propose son application, le résultat s’annonce anarchique pour les téléphones des utilisateurs…
Un outil tel que powatag (qui dispose déjà de quelques 400 partenariats signés dans le monde) peut, potentiellement, devenir le standard du marché pour toutes les enseignes qui se lancent dans le m-commerce et fast shopping pratique.

The Social Bowl | Social Media Today

The Social Bowl | Social Media Today.

 

The Super Bowl was a flurry of social media activity and hashtags dominated the conversation by showing up in more than 50 percent of commercials that aired. The longest hashtag, #Americaisbeautiful caught a lot of controversy and #esurancesave30 was a Twitter trending topic seconds after the commercial aired. Thirteen brands used their actual name in their hashtags and a whooping 45 hashtags were used as part of commercials.

Facebook also played a prominent role in ads for GoldieBlox, Maserati and Bob Dylan pitch for Chrysler, which surprised everyone. Though the big game may have left some viewers disappointed, the social media conversation was heavier than it had ever been proving that traditional advertising dollars are quickly being redirected to create social conversation both on and offline. This infographic, from Offerpop, recounts the social highlights of the Super Bowl, hashtag by hashtag.

click image to enlarge

The Social Bowl [Infographic]

How NBC is using Instagram to report the 2012 election — Tech News and Analysis

How NBC is using Instagram to report the 2012 election — Tech News and Analysis.

Services like Instagram provide a huge trove of photos for traditional news outlets to enrich their coverage of major events like the election or Hurricane Sandy. A novel approach by NBC shows the opportunities and challenges of user photos.

instagram-icon

The election is days away and NBC News is marking the occasion with Electiongrams, a site of political images posted to popular photo-sharing service Instagram. NBC is using geo-tags to display the images on a state by state basis, and will post photos uploaded with terms like #obama2012, #romney or #vote.

The site has just launched and for now contains only a handful of photos, but this screenshot of photos submitted to Electiongrams by Georgia politicos gives you the basic idea:

The significance of Electionsgrams for NBC is that it gives the network another news tool for election night. But, on a broader level, the site also represents a new phase in citizen reporting.

It’s true that media outlets have long drawn on the voice of their viewers through Twitter or tools like CNN’s iReport. Electionsgrams, however, means that NBC and others can easily tap into photo-based reporting on an unprecedented scale. The flood of photos on the site provides a cheap and near-frictionless way for NBC to add color to its coverage and keep up with real time events.

According to Ryan Osborn, VP of Digital Innovation at NBC News, these new citizen submission tools are not a replacement for people on the ground but a “nice complement” to existing coverage.

Mass-scale photo reporting offers a new form of coverage but also creates new challenges for traditional news outlets: how to find the good stuff in the deluge of photos? And how to screen out the mischief-makers who will try to spam the system with ads, fake news or worse?

In the case of Electiongrams, NBC is relying on a start-up called Chute that provides back-end tools for large-scale photo management to brands and large media companies. Chute helps its clients pull in photos that people share through email or sites like Facebook, but also offers human and automated moderating tools.

According to CEO Ranvir Gujral, the Chute moderation tools are part of an enterprise solution for brands and big media companies that are trying to swim through the massive new stream of user photos flooding the internet.

A quick look at NBC’s Hurricane Sandy photo-sharing site, Stormgrams, shows the moderation is working – sort of. The state-by-state storm collages are largely free of ads but do contain a fair number of irrelevant pictures like this one:


This doesn’t mean NBC is on the wrong track, though. The company appears to recognize that sites Twitter and Instagram have come to influence major news events as much as any desk anchor or gumboot-wearing weatherman, and is responding appropriately.

NBC’s Ryan says sites like Electiongrams are part of a larger process in which news companies are using people-based platforms to news gather. “We use them as an early barometer,” he said, “and then the work for journalists begins.”

Le Front de gauche se démultiplie pour mobiliser en ligne

Le Front de gauche se démultiplie pour mobiliser en ligne.

Le Monde.fr | 14.04.2012 à 15h49 • Mis à jour le 14.04.2012 à 17h45

Par Alexandre Léchenet

La foule rassemblée devant Jean-Luc Mélenchon sur le Capitole à Toulouse

Alors que Jean-Luc Mélenchon s’est lancé dans une attaque en règle contre les médias “traditionnels”, il peut en revanche trouver un terrain plus favorable en ligne. Grâce à une communauté, toujours grossissante, qu’il a constitué, notamment autour de son blog.

Le Front de gauche avait été le premier à lancer une application de mobilisation en ligne, proposant des “défis” à réaliser en échange de points. Alban Fischer, responsable Web de la campagne de Jean-Luc Mélenchon : “On voulait des choses ludiques, simples et pédagogiques pour de nouveaux militants. On n’a jamais voulu faire une application de masse”. Car l’application n’atteint pas un nombre d’utilisateurs très important, avec près de 2 400 “révolunautes”. Elle participe cependant selon lui à la communauté qui s’est créée autour du candidat.

Lancée en novembre 2011, la web-série “En marche !” suit l’actualité de la campagne au plus près. Réalisée par des cadreurs volontaires et l’équipe de communication, elle reprend les codes des séries pour raconter la campagne.

Le nombre de visionnages pour ces vidéos ne cesse de progresser, avec un très fort succès pour les épisodes relatant la prise de la Bastille. Sur le blog du candidat également, rendez-vous régulier des sympathisants de Jean-Luc Mélenchon, le nombre de visiteurs et le nombre de commentaires augmentent également.

Les responsables de la campagne Web se félicite également des très bons scores en “live” de M. Mélenchon. Selon Dailymotion, qui diffuse en direct les meetings de la plupart des candidats, le rassemblement à la Bastille à atteint le chiffre record de 195 000 personnes devant leur écran, contre 150 000 pour le meeting de Nicolas Sarkozy à Villepinte et celui du Bourget pour François Hollande.

Selon Guilhem Fouetillou, PDG de Linkfluence, qui mesure le poids de chacun des candidats en ligne, Jean-Luc Mélenchon est en progression constante depuis novembre en comparaison aux principaux candidats.

“DE L’USINE À L’ÉLYSÉE”

Le site "De l'Usine à l'Élysée"


Pour capitaliser sur ce succès, l’équipe de campagne a lancé un nouveau défi à ses soutiens en ligne. Un site propose d’envoyer Jean-Luc Mélenchon de “l’Usine”, le nom du siège de la campagne du Front de gauche, à l’Élysée. Le site contient également des argumentaires de “quelques phrases pour que les sympathisants puissent convaincre leurs proches dans la dernière ligne droite”, précise Alban Fischer. En envoyant la vidéo à ses proches, en partageant le site sur Facebook ou Twitter, le tapis rouge se déroule pour le candidat jusqu’à l’Élysée.

Alexandre Léchenet

How Social Media Prompts Holiday Purchases [INFOGRAPHIC]

How Social Media Prompts Holiday Purchases [INFOGRAPHIC].

Have you ever gone on Facebook to bounce a few gift ideas off your friends before browsing to Amazon or another site to actually make those purchases?

Me neither, but apparently we’re in the minority this holiday season. Mr. Youth, a word-of-mouth marketing firm recently acquired by LBI, polled about 4,500 adults and found that social media is a key driver of holiday gift purchases this year. One stat that should resonate in CMO offices around the country is that 66% of respondents who bought something on Black Friday did so as a direct result of social media interactions with friends and family.

If you’re a consumer, this may confirm that you are not alone in using Facebook and Twitter as a sounding board for your gift giving. If you’re a marketer, you should head south to the infographic to see how just a small interaction with a consumer over social media can make them feel special. If you haven’t started on your Christmas shopping yet, then stop reading this and get busy. You only have 10 days left.

Why Every Agency Needs an Earned Media Director | DigitalNext: A Blog on Emerging Media and Technology – Advertising Age

Why Every Agency Needs an Earned Media Director | DigitalNext: A Blog on Emerging Media and Technology – Advertising Age.

Breaking Down The ‘Hostile Disconnect’ Between Creative and Media

Almost every marketer today is eager to use “earned media” to build their brands online. Earned media, loosely defined as the sharing of branded content via social connections, seems like a free gift to marketers; you simply create some great content and watch it spread like wildfire.

But the reality is a bit more complicated. Creating compelling content – videos, games, contests, promotions, articles etc. – is just the first step. You then have to use paid media – online, PR, events and other media buys – to encourage the spread of your content. So earned media is not really “free” after all, and it takes a lot of expertise in media planning, buying, and measurement to get it right.

Agencies are understandably getting lots of calls from clients asking to “get on this earned media thing.” Now, agencies don’t just have to do what they’ve always done – create ads and buy media – they must also attract, motivate, and engage specific audiences with a brand’s content. Agencies have to “earn” media for their clients in addition to buying it. But who is responsible for managing earned media at an agency? Certainly, activating sharing of content is a far different role that just buying media – because it involves identifying, understanding, and measuring social audiences and their sharing patterns.

The rise of the Earned Media Director
Enter a whole new job title and, since since this is the agency business, a new acronym! The fact that agencies are hiring Earned Media Directors, or EMDs, heralds the beginning of a much more sophisticated, structured approach to deploying earned media campaigns for brands, and marks the first step in a real revolution happening within media and creative agencies.

EMDs help brands strategically plan earned media campaigns; ensure broad reach of content through paid media buys, PR, and free social distribution strategies; and measure the impact of earned media on bottom-line sales and brand reach. An EMD’s job is to guide the creation and execution of earned media campaigns – and then provide clear metrics showing the impact these earned media campaigns have on brand reach, sales, and marketing ROI.

EMDs have distinct roles at creative and media agencies, though both are tasked with uncovering all earned media channels to ensure campaigns achieve the greatest impact. At media agencies, EMDs help clients better understand which social platforms will produce the most sharing for which campaigns, and how to strategically use paid media to increase the reach of earned media campaigns. At creative agencies, EMDs help direct the full creative process from concept to execution, ensuring that campaigns incorporate the right social triggers and content to generate maximum earned media.

Many agencies are still approaching earned media as an “add on” to traditional programs, asking media planners to tack viral programs onto their jobs. However, many forward-thinking agencies are hiring EMDs. These trend-setting agencies – both creative and media – are creating entirely new, socially-focused advertising practices.

Who are they?
They’re people like Evolution Bureau’s earned media director Craig Batzofin, the creative force behind social campaigns for clients like Wrigley, Zynga, and Facebook. Batzofin describes his job in this way: “it’s about strategically planning and executing integrated brand content programs that seamlessly tie together shareable content, PR, and paid media to get our content seen and socialized.”

Or people like Chris Yeo, who is earned media director at Saatchi & Saatchi and leads efforts to amplify content reach for one of Saatchi’s largest clients, Toyota. He claims that earned media is about much more than generating tweets and Likes; it’s about generating engagement that has a measurable impact on both online and offline sales. “As the participation economy is ramping up, we’re focusing our efforts on figuring out which media tactics will have the highest capacity to drive off and online conversation for our clients,” he says.

The EMDs of the future
Earned media breaks down the former “hostile disconnect” between creative and media – and the EMD sits at the intersection of these two worlds. When agencies hire EMDs, earned media becomes more strategically woven into the fabric of brand strategy.

When it comes to earned media results – whether it’s likes, shares, or another type of engagement – brands have subscribed to the “bigger is better” mentality. While reach will always be paramount for brands, the quality of earned media engagement will also become critical. You may have 50,000 Facebook fans, but if they don’t share and influence others, what are they worth? EMDs will be important facilitators in helping brands move from a blanket goal of generating as much as earned media as possible, to one focused on generating high-quality, impactful earned media.

With dedicated leadership at the helm of earned media, the spread of content will become as important to brands as paid ads. Agencies will be tasked not just with creating entertaining and engaging videos, games, contests, and other content – but with finding ways to increase the viral reach of this content among influential audiences. A crack EMD understands what motivates people to share, and develops content that inspires them to do more of it.

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