After CRM, discover the VRM

VRM : Vendor relationship managment

From Big Data to Small Data

Nowadays, brands and industries in general are the only keepers of the information. Individual people have no acces to what information have companies on them. It comes a frustration of people to not knowing what other people know about them.This is how a knew way of sharing the information between people and companies.

Alan Mitchell, invented the notion of Volunteered Personal Inforation to indicate informations that individual people would whish to share with industries. By sharing those informations, that they are the only one to know, they would receive  targeter offers and more adapted at their needs. We call it the « Data Minimization ». On the contrary of the « Bid Data », the « Small Data » is the volunteer sharing of information about our selves.

That concept is not very developped in France as compagnies are not ready yet to give up their « Data war » which consiste in built a Big Data on a maximum of consumers and sell it. In our days where advertising is more and more targeted and people are more and more requiring, information is the key of everything. On the contrary, it has grown in UK and in the USA and will probably replace the CRM Customer Relationship Managment which consiste in collecting Data on consumers.

The french « Bible » of the VRM is here is you whant to learn more about the new concept:

Looking forward to hearing from you.

Hélène Guidot

Reactive Marketing

News technologies and social media has changed marketing’s and advertising’s content.

Reactive marketing it’s a phenomenon relatively new. This technique of communication involves reacting immediately one after the other event. A good operation of reactive marketing is effective if the public is interested by the situation and and if that adapts itself to several media. Indeed, the most effective operations are generally declined on web supports or display. 
The main objective of the reactive marketing is to earn visibility. In fact, although an operation of Reactive Marketing was based on the instant and the immediate, its aim is to mark spirits by reactions and answers positive or negative.

A good example of reactive marketing was when Oreo’s use of the Super Bowl blackout to propel their “Dunk in the Dark” tweet has become the canonical example of an agile marketing team taking advantage of a brief moment experienced by tens of millions of consumers. The practice of tailoring your content to the watercooler conversation topics of the day, hour or even minute.

There is three lessons to succeed reactive marketing :

1. Always be aware of what is going on in the world. An average day’s news won’t be significant to the masses, but the one day when it is your brand shouldn’t miss a marketing opportunity due to a lack of awareness.
2. Be concise.
3. Have a sense of humor.
See you soon,
Estelle Chapelot

Youtube’s new laws

Each minute, 100 hours of video are shared on YouTube and since 2007, more than 1 000 000 creators, called “Youtubers”, earn money thanks to theirs videos posted with publicities.

More and more, amateurs published home videos that make the buzz. Today followed by millions people, those “Youtubers” are talking about everyday life subjects like politics, video games, films, music, new trends, etc., every subject is a good way to make people laugh…and to earn their life. Indeed, these amateurs incorporate some publicity to be paid according to the number of views. But since few weeks, YouTube changed its laws.

This is it: you can no longer talk about what you want, especially when it’s about a brand. In more detail, a YouTuber cannot quote a brand without its agreement. And there is more: they cannot use music for background without copyrights. It’s the same with an extract of a video game, a movie…

And there is no joke; YouTube is really severe with this kind of faults. Sentences are numerous. For example, the Youtubers can be asked to transfer money he earned to the work’s beneficiary. If he refuses or if the work’s beneficiary wants it, the video can be canceled.

So what’s the future of Youtubers if they can’t earn their life with theirs videos? If they stop their business, they will loose their followers, and so YouTube. The remedy that could be envisaged is to take into consideration the extract’s duration in each video and to define limits of use.

It’s important to highlight that YouTube is now a real platform of research that attracts millions of users and that YouTubers, even if they talk about a brand, a new video game, they generate knowledge of the subject and buzz.

Hope you enjoy that article and you will come back soon.

Solène Proux

Professional use of social media: investors

Following a study by Havas Paris (survey of the world’s largest institutional investors with the aim of measuring the use and influence of social media in the field of investor relations)

Social media is currently a springboard for business, medium of the future in the profession.
Indeed, 30% of investors consult social media and we can see a change in corporate relations / investors.
There is also a changing role of social media in the field of financial reporting.

Social media are integrated in the communication strategy of large companies to their investors.
This media has an important role because of its influence and its relationship with other financial communication tools businesses.

Social media is defined as a positive innovation for businesses and as a tool to disseminate information more direct, faster and useful source of standby.

But 85% of investors gives little credibility to social media for professional purposes, 16% for unnecessary activities.
Lack of reliability, social networks are rarely used.

Financial communication remains impervious to the rise of social networks.

Institutional investors are not yet ready for this revolution because of the unfamiliarity.
Yet social media can highlight one company over another.
Obviously, companies will not longer remain strangers to the communication 2.0.
With the rise of digital information, the directors of investor relations major international companies plan to use social media in their relationships with investors.

You should know that institutional investors often use news agencies to get their information.
But investors are skeptical about the value of information provided by social networks.

The new Internet revolution lies in participatory functions (social networks, online collaboration, and interactivity) and this is what is the Web 2.0.
Social media is beneficial for SMEs for better visibility and attractiveness.

You should know that Internet is the only business to have a growth rate of 10% per year.
Yet communication is still chilly between companies and investors via social networks.

Social media are present online awareness to their purpose and their activities, they build relationships, can provide investors with plans for the future and play a role in monitoring and alert useful.

Looking forward to hearing from you

Carla Escautier

Source : / / /

Back on the Best communication trends in 2013

During 2013, new trends in communication have been developed. Being more innovative as each other, these new trends have emerged thanks to new ways of communication.

On the top of the list, the new way to communicate for the brands is Smartphone applications. With the emergence of Smartphone’s, brands decided to concentrate their communication on that medium as people always stay connected through their Smartphones.
Internet is the first medium of communication in 2013. It allows people to stay connected together, and to see immediately what happens in the world. Smartphones and internet are now working together and that is why brands chose to concentrate their communication on phone applications.

Another important medium of communication in 2013 is the Social media. It has grown so fast that almost everybody uses it today. The best one for the brand to communicate on is Facebook. It is the most profitable and the most known. Brands can be closer to their target and expand it more easily. The best point on using Facebook to communicate is the fact that it brings notoriety.

Because brand needed to renew their discourse in 2013, they chose to adopt two new bases: humor and brand engagement. They decided to seduce the consumer and attract their attention through humor and brand engagement to make people feel safety and associate the brand image to something they appreciate.

To conclude, Brand decided to communicate in 2013 with new technologies and new mediums to be consistent with their generation and the expectation of consumers.

Hope to see you soon,


Camille Torterat

Source :


A new communication trend : Midipile

Today we want to focus on Midipile, a platform that has for mission to make discover new, original and especially innovative products.

As « trendscout« , we wished to make you discover this tool, which we think, is going to please you.

This new media was created in June 2012 but it is still not very well known. Julien Mechin and Ronan Pelloux, two passionate with technology, imagined it. They’re concept? Every day, at noon, the site suggests a new product or service discovering and winning. The offers are connected with three domains: high tech, fashion and design. The idea is to surprise the Internet users to have then a favorable « word of mouth ».

This community platform allows the Internet users to receive innovative products for free; we can thus speak about tryvertising competition. Besides promoting products, also realize brand promotion by allowing brand to express itself on its activities, its story, its concept… is a real marketing tool which sells visibility to the announcers, makes discover new trends, establish an important database and which allows to generate traffic in shop.

Click here if you want to discover the site:


See you soon!


Claire Benad

Source :

Living advertising: Street marketing, the brand new trend

Nowadays, companies know that the client is harder to convince than before and they need to develop innovative techniques of communication.
When you look at communication’s campaigns of big companies you can see a trend’s evolution. Today, the new trend in communication campaigns is the street marketing. That maketing technique helps the brand to be closer to the audience. People face it in their daily life and sometimes they are taking part of the communication campaign. In terms of innovation, the street marketing is extremely useful to generate different types of reactions, and this is the goal of every brand. To illustrate my words, I have plenty of examples that are more innovative than each other.

The most striking campaign concerning health or society is the WWF campaign against the global warming and the preservation of fauna and flora.

This picture shows explicitly how much using cars is harmful for our planet. The ball grows progressively as the car rolls.

This campaign makes the audience feeling guilty and that’s why it works.

But the street marketing can be funny too, like the Coca-Cola campaign with the giant distributor. The goal is to attract the consumers.

To conclude, the street marketing is an innovative way to think our communication and it is only the beginning of this new trend. LIVING ADVERTISING!

By Camille Torterat

The social CRM (Customer Relationship Management), a new communication strategy

During the age of Web 2.0, social media are becoming more important in the everyday life of consumers. Social media were first used just to express what people were thinking right in the moment, but now, there are used to find a job, share content, think outside the box, to summary, be original in this ocean of people from all around the globe.

Role of social media for the brand

Because, that is the brand-new way of thinking: “I don’t want to drown myself in Internet users’ tidal wave, I want to be recognized”. Brands are using this feeling to reach more and more customers. Indeed, they personalize their advertising campaigns thanks to different consumers’ behavior analytics. If the campaign is well personalized, the possible customer feels flattered to be the in the middle of the attention and is more inclined to receive the advertising.

This is where the social CRM become vital and become the innovative communication trend above everything else. Information is everything to set up a strategy of proximity with customers. Social media and social networks in particular can collect a huge demographic database on their users about their tastes, their needs, where they live, what they buy, etc. Those informations allow brands to target their audience and suggest products that are more adapted to their needs. Social CRM are also used to create a link between the brand and its customers. Feeling closer to a brand, make the customer more loyal and trustful towards the brand. When a customer is satisfied of a brand, he shares it to his circle of acquaintances and conveys a good image of the brand.

By Hélène Guidot

Television as we know it is transformed

People are connected

You should know that connected TV is “ a TV connected, directly or indirectly, to the Internet to provide a set of services to viewers. Television, since its invention, has always been a receiving terminal. Connected, the TV also becomes transmitter.”

Starting next year, almost all of the proposed public television will be equipped with Internet access. The TV connected will now work with boxes and other game consoles to connect directly to become an innovative way of communication.

That trend brings changes to the amazing speed but logical given the democratization of broadband Internet, the dematerialization of content and many called to connect to the remote peripherals.

It was the video on demand, we will also be able to browse the internet: many services such as YouTube, Facebook or news of son are now available as widgets. You can access files (music, videos, photos) stored on a device in our network (computer, tablet, etc.). Manufacturers also offer catalogs of specific games (chess, poker, golf, etc..).

With the TV connected, everyone should have access to internet, can watch videos, buy online as a real computer.

            By Carla Escautier

Image de prévisualisation YouTube

Viral marketing: That buzzes in brands’ ears!

Generations change and the consumption’s modes follow the movement. Here’s an innovative communication trend that makes more and more spoken about it: viral marketing. If this term says to you nothing, that of the « buzz » is certainly going to be familiar to you. Viral marketing, so called « buzz marketing » is mostly translated by cybernauts as « word of mouth ». Those are the Internet users who are « carriers of the information » and are going to make a brand promotion on the Internet.

Why that pleases? The interest for brands is that that communication technique is cheaper and easy to set up. Furthermore, the phenomenon is going to favor awareness and brand visibility. At first sight, it may gives you good points, but watch out, several points can damage this method of communication:

-       If the campaign does not please or that the product is bad, it will make of bad publicity for the brand.

-       If the message is not clear, it can be interpreted in various ways by your target and thus not arouse the general craze.

-       The generalization of this technique can eventually bother Internet users and to pull their indifference in front of this advertising type.

When Internet user becomes the media

To make a success in the viral marketing, brands have to control their e-reputation, identify clearly its targets, differ and know how to maintain its customer’s relationship.

By Claire Benad