Customer Listening Blog

Admap Conference: Monitoring Media Campaign Performance 2007

I will have the pleasure to be on the program of the Admap Monitoring Media Campaign Performance 2007 Conference to be held in London on February 28th, 2007.

I will speak about Monitoring the online social networking & CGM revolution

• Growth and explosion of online social networking and CGM: opportunities and challenges for brands & advertisers
• Tracking brand exposure and brand performance in these “uncontrollable” media environments: how? what for? for what results?
• From risk “management” to opportunities development: drive your business with consumers: from marketing “to” consumers to marketing “with” consumers.

To access the full program and register

I have access to one pass giving a 50% discount, feel free to connect if you want to use it!

technorati tags: Admap Monitoring Media Campaign Performance crmmetrix CGM word of mouth

IREP: Séminaire Efficacité 2.0

Un programme des plus intéressants vous attend le 15 Février 2007 à l'IREP, où nous entrons de plein pied dans l'ère du 2.0, différents intervenants feront le point sur l'Efficiacité des campagnes de communication dans ce nouvel environement...

J'ai l'honneur d'y participer également avec un exposé sur la reprise du pouvoir de l'individu en partageant des exemples sur le sujet tant en France qu'aux Etats Unis:

Lorsque le consommateur reprend le pouvoir et "redevient" média, vers un Marketing 2.0 ?

Venez nombreux soutenir l'IREP, pour accéder au programme.

technorati tags: IREP séminaire efficacité 2.0 IREP Marketing 2.0 crmmetrix

Do you want to start 07 with one great Resolution? Invest in your best marketing platform: Your Brand Website!

As we are entering the New Year, it is often a good time to make good resolutions for the year ahead. If you are a marketer, my simple recommendation for 2007 will be for you to pay more attention to what you own and control rather than only looking at buying eyeballs: Take care and Love your Brand Website! Its value and ROI is exponential. Below are simple points that explain and support this good marketer resolution for 2007.

As media fragmentation will continue to accelerate and as traditional media and advertising are loosing effectiveness, marketing should value actions that drive engagement specifically, when these actions are primarily consumer driven. Indeed, at a time when brand marketers are looking to intimately connect with consumers, unlike most marketing and media activities, brand website exposures are consumer driven: people choose and decide to visit the brand. When you compare this with traditional interruptive media where the brand forces its exposure, no wonder that brand websites offer an engaging and strong value proposition.  For example, the SiteCRM™ normative database[1] confirms that brand websites are all about quality rather than quantity of contacts; on average 85% of brand website visitors are either medium or high value consumers to the brand. Furthermore, according to recent research from Forrester and Planetfeedback (see Figure below), vocal consumers find that word of mouth and brand websites are by far the most trusted sources of information in comparison to other forms of advertising.

So, if you want positive conversations to take place, start in your own back yard. Provide consumers what they need to spread the word about you, ‘open up’ and provide information for people to discuss, engage and buzz about you. Do this by starting on your brand website - it will only accelerate ‘organic word of mouth’. It sounds simple, so do it. It offers unique and long lasting ROI as it builds trust and relationship.

Having been in the business of measuring and valuing brand websites since 2000, this news is not new to us, consumers have always told us so. For example, back in 2003, when questioned about the value of different advertising stimuli to interact and learn about the brand, consumers already praised the brand website above other sources; nearly 55% considered it the best option, compared to 9% for TV Advertising for example.

Although as we know well consumers today tend to avoid forced advertising exposure, back in 2003 consumers were already showing us the way to ‘conversational marketing’ as 75% of them were stating their intention to increase their frequency of visit to brand websites, 25% not changing their visit frequency.

Quite clearly, and well before the rise of social media, consumers were looking for intimate, more personal and balanced relationship with their favourite brand websites. In 2003, we were already recommending marketers to grab this unique opportunity to market their brand website as a central hub, a real destination platform for consumers. And at that time we were already saying[2] so:

« This is clearly the beginning of a powerful

new trend. Five years on, we may lookback

at this article and say, ‘Of course!’ At present,

however, smart brands have agreat opportunity

to begin building customer relationships through

their website,which, as we have seen, has strong

bottom-line implication »

The ones that got the message back then are now really starting to leverage the benefits. Is it too late for the others? No, we do not think so, as consumers will continue to look for intimacy and closer relationships with brands they love. In fact, the recent US results of the Baroblogs™ barometer (November 2006, crmmetrix), shows that brand websites and one of their extensions - brand blogs - are good avenues to connect with consumers. Indeed, about 30% of Americans online claim to have already visited a brand blog (28.4%) and in general perceive the initiative as being largely positive for a brand (84%). The interactive nature of brand blogs are clearly valued by consumes as they will then either praise the brand (67.5%), claim their dissatisfaction (72%), share information about products with other consumers (60%) and even look for testing new product initiatives (58%).

Quite clearly, the opportunities are there for brands to expand relationships with consumers, starting again from their brand websites. So ‘open up’ -  if you do, you have more to gain than to loose. Indeed, the conversation is already going on about you (in forums, blogs, etc.), so either join it or run the risk of becoming irrelevant. Start feeding these conversations with valuable content that consumers can find on your brand websites. Stop ‘counting’ traffic only, start ‘measuring’ their value. In other words rather than ‘watching’ your online visitors, and start ‘listening’ to them (to find out about the importance of listening to generate word of mouth, review for example one of my IMediaConnection articles). 

So, if one of your 2007 resolutions is to be more customer-centric, start with your brand websites, leverage them, they will only expand the power and value of closer relationships with your best consumers!

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[1] Since 2000, the brand website effectiveness solution SiteCRM™ normative database has gathered over 6 million data points collected from brand websites in categories ranging from cpg, pharma, apparels, services to automotives in the US, Europe and Asia. 

[2] Admap article, February 2004 : « 10 facts about the value of brand websites », to get a copy of this white paper visit www.crmmetrix.com/eng/whitepapers.asp

technorati tags: brand websites ROI website satisfaction web analytics attitudinal web analytics wom word of mouth SiteCRM crmmetrix Forrester

CRMMETRIX partenaire du Salon du Cinéma

CRMMetrix est partenaire du 1er Salon du Cinéma qui aura lieu du 12 au 14 Janvier 2007... en effet, nous organisons avec le Salon du Cinéma et Allo Ciné l'élection de l'acteur et l'actrice Français de l'année 2006...une première dans l'approche, et la méthodologie de ce premier Grand Prix du Public !

Le principe : simple et démocratique. Ce sont les gens qui font le cinéma, c'est-à-dire le grand public, qui élit ses acteurs et actrices préférés pour l’année 2006.

Le dispositif de sélection des acteurs et actrices préférés des français s’appuie sur deux mesures complémentaires et uniques.

Dans un premier temps, la sélection des acteurs et actrices français de l'année 2006 sur lesquels se sont prononcés les Français, s'est faite via « l’écho » du web et des blogs[2] qui nous renseigne sur le volume de buzz se rapportant à chacun des acteurs en compétition. Plus le buzz est élevé, plus les gens ont parlé de l’acteur, et plus il/elle a maqué l’esprit du grand public. Un total de 40 acteurs (20 acteurs, 20 actrices) ont été ainsi sélectionnés pour être soumis aux votes des cinéphiles (interrogation de plus de 2,000 personnes[1], cinéphiles réguliers sur l’année 2006).

Ces derniers sont sollicitées durant la dernière quinzaine de Décembre 2006 pour élire les acteurs et actrices français qui les ont les plus « marqués » durant l’année. Typiquement, pour chacun des acteurs français, le public nous dit si il a entendu parlé durant l’année de façon positive, neutre, ou négative puis à l’inverse si leur entourage leur en ont parlé : l’ont-ils fait de façon plutôt positive, neutre ou négative.  Au total quelle est leur appréciation globale de l’acteur sur l’année 2006 ? Les réponses à ces quelques questions simples permettent alors d’établir un indicateur de performance d’ensemble de l’acteur/actrice pour le grand public. Plus l’indice de performance est élevé, plus le film a été apprécié du public, meilleures sont ses chances d’être primé.

Pour les résultats de la première édition du Grand Prix du Public, RDV au salon du cinéma en Janvier 2007 !

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[1] Issus du panel online de crmmetrix comptant près de 70,000 membres, des visiteurs du site Allocine.fr et du site www.salonducinema.com . L’échantillon interrogé est représentatif des cinéphiles français (méthode des quotas).

[2] L’écho du web est mesuré par la solution d’écoute passive de crmmetrix : brandEchos. Ce solution « écoute » la toile pour répertorier les mentions pour chacun des acteurs/actrices mesurés.

technorati tags: salon du cinema crmmetrix

Social Networking Sites Fuel E-Commerce Traffic

Read in Mediapots today:

Social Networking Sites Fuel E-Commerce Traffic

by Mark Walsh, Thursday, Dec 7, 2006 6:00 AM ET

SOCIAL NETWORKING SITES INCLUDING MYSPACE and Facebook are driving a bigger portion of traffic to retail sites than a year ago, according to new research by Hitwise. Social sites are driving more than 6% of retail traffic, up from 2.9% in 2005. MySpace alone accounted for about one-third of that traffic. The increase in retail traffic reflects social sites increasingly becoming a starting point for Web users. "What we're seeing is a trend among social networking sites, particularly MySpace, becoming a home base for Internet users," said Bill Tancer, general manager of global research at Hitwise. That trend in turn generates more traffic from social sites to online retailers. Search engines continue to be the main avenue through which people navigate to Internet shops, driving nearly 26% of their traffic. Competing online retailers sent a nearly equal portion of visitors, followed by email services at 9.6% and Web directories, including comparison shopping sites, at 5.6%. Tancer said Hitwise is tracking traffic to 19,000 online retailers this year compared to 10,000 last year, highlighting an e-commerce explosion. "That shows that there's going to be a need for search and comparison shopping sites going forward because people need a way to navigate through all those sites," said Tancer. Google was by far the biggest search referral source--sending 16% of retail traffic, followed by Yahoo Search, with 4.8%, and MSN Search, at 2.2%. The retail categories benefiting most from search engine traffic were intimate apparel and accessories, house and garden, and grocery and alcohol, according to Hitwise.

Marketers' Websites Outdraw Those of Major Media Players

Great article by Jack Neff in AdAge today...further proving the point of how powerful are brand websites to connect with your best customers... and expand their brand relationship...Something I've been preaching for over 6 years now... :)...More good stuff like this will for sure prove the value of SiteCRM

Ad Age article (Jack Neff)

See below some insights about brand websites and "Engagement" coming from over 6 million data points from the SiteCRM normative database:

check out :

technorati tags: sitecrm brand websites roi ad age Jack Neff Marketers Websites Outdraw Those of Major Media Players

France Télévisions inaugure la publicité payée au rendement

Un article intéressant et interpellant de Pierre Kupferman dans la Tribune du Lundi 27 Novembre (p.16).

On y apprend que "France Télévisions inaugure la publicité payée au rendement":

"La formule prévoit un prix bas si les objectifs ne sont pas atteints et un partage des bénéfices avec l'annonceur s'ils sont dépassés. Danone est le premier à tester cette approche".

Je trouve effectivement l'initiative louable mais peut être spécialement adaptée aux initiatives mono média (j'avoue je ne suis bien sûr pas un spécialiste des médias). Ne risque-t-elle pas de survaloriser un média plutôt qu'un autre puisque les mesures d'exposition et d'audience sont mono média et pas centrées sur l'individu dont on le sait a un consommation pluria média forte qui d'ailleurs se voit complètement transformée par Internet (voir par exemple l'étude "Le Temps des Médias" mise en oeuvre par Médiamétrie)...

A quand une mesure d'audience pluri-média qui met l'individu au centre avant un média plutôt qu'un autre ? Notre époque est caratérisée par la fragmentation des médias, le consommateur "reprend le pouvoir", à quand une nouvelle façon de mesurer "l'audience" ?

technorati tags: La Tribune Pierre Kupferman MPG Danone Rendement Publicité aux résulats France Télévisions MPG Mediametrie

View from The Boardroom: Nial FitzGerald KBE, Chairman, Reuteurs

"Niall key message: the Internet is about re-opening conversations, we forgot it...and Listening to Consumers that own the brand..."

Not me saying it, but the Chariman of Reuteurs former CEO of Unilever! so there must be something going on, No?

Again Nialls joined the AG Lafley P&G CEO opening and letting go to consumers approch...

Indeed, the world is about story telling

So, this humble blog had it right...and customer listening, story telling, conversations tracking and consumers respect are key to all...

Obviously, the natural example that Nialls gave is the Dove Campaign that Pete Blackshaw for example so much admired and gave as such great example of "pull advertising"...

technorati tags: IAB UK 2006 Engage Conference Nial FitzGerald Reuteurs

James Murdoch keynote speech at IAB UK Engagement 2006

Some notes from live blogging at the IAB UK conference in London...before on the stage myself... James Murdoch the CEO of Sky is now live on stage:

The key to future : CUSTOMERS! and customer centric though and actions...

Holistic communication, integrating media and focus on customer relationship over time... we are however just at the beginning of this change...the real world and the virtual world overlap and call for different looks... the world is flat and will become flatter and flatter...

"The ones that combine the best content with the most innovative ways to deliver content will be the winners of media..."

"Smart brands will gravitate around Mass and Niche customizations..."

"Customer driven advertsing and true connectivity are keys"

"Combining the pwoer of TV ad and connectivity and precision of the Internet will lead to more than efficiencies"...

"Eventually it is about deeper engagement with customers acorss different medias and channels"

then videos of what the future may look like... and Sky specifically.. :)

"Content connected in all its forms and across platforms with deep customer understanding ... is where the opportunities are ..and the challenge"

technorati tags: James Murdoch keynote speech IAB UK Engagement 2006

Segolene Royal fait parler d'elle...du jamais vu sur BlogPulse...

Je viens d'échanger avec mon amie Natalie de Blogpulse (Nielsen Buzzmetrics) qui me confirme que c'est du jamais vu de voir une vidéo française pointée si haut dans le classement des vidéos les plus citées dans la bologosphère...de langue anglaise! Vous l'aurez deviné il s'agit de celle de Ségolène Royal bien sûr et la polémique sur les 35 heures des profs...

Jugez vous-même...Troisème place sur le Dimanche 12 Novembre...pas mal...

Top Viédos Blogpulse 12 Novembre 2006

Buzz il y a c'est sûr...mais postif ou négatif... le proche avenir et plus lointain le diront!

technorati tags: segolene royal video profs blogpulse buzz presidentielles 2007