Le Blog de Synthesio

• Piqûre de rappel bienvenue : Apple, Google, FB sont juste de grandes entreprises monopolistiques… comme les autres ! http://bit.ly/dxBG8o #

Our Community Manager recently posted a video on her blog about how excited she is (we all are) about going to the Social Media Monitoring Bootcamp in London on March 31st.

We are going to get to London early, so let us know if you would like to meet up before the conference.

We will also be available to chat during the conference.

You can either send us an e-mail (contact@synthesio.fr), tweet us, call, or comment below

Le Journal du Net vient de publier un dossier complet sur le marché de la e-réputation, qui montre l’arrivée à maturité de celui-ci.

Premier indice de maturité, ce marché a enfin une dénomination claire en Français : la e-réputation.

Le concept équivalent en Anglais, l’ORM (Online Reputation Management), a encore du mal à s’imposer dans les faits, car on lui préfère encore souvent les termes de Social Media Monitoring (SMM), de SMA (Social Media Analysis) ou encore de SMO (Social Media Optimization), qui s’inscrivent dans la continuité du terme désormais consacré de SEO (Search Engine Optimization).

Peu importe finalement, du moment que les clients savent de quoi il s’agit : nous pouvons constater chez Synthesio que c’est désormais le cas, ce qui fait gagner bien du temps à tout le monde !

Second indice de maturité, ce marché fait enfin l’objet de prévisions chiffrables : selon BIA/Kelsey, il devrait grimper de 460 millions de dollars en 2008 à 3,1 milliards en 2013. En France, notre confrère Digimind estime que le marché avoisinera les 110 millions d’euros en 2010.

Au-delà de chiffres toujours sujets à discussion, c’est la tendance de fond qu’il importe de retenir : la gestion de e-réputation se démocratise et devient petit à petit incontournable, au même titre que la Business Intelligence ou le Web Analytics il y a quelques années. Toutes les grandes entreprises, et à terme toutes les entreprises quelles qu’elles soient, sont concernées par cette vague de fond qui a transféré une partie significative de l’image des marques dans les mains de internautes.

Dernier indice de maturité, les acteurs du marché tiennent désormais un discours structuré et cohérent, qui laisse en arrière les errements des débuts :

• Il joue de moins en moins sur le registre des risques (avec l’évocation menaçante de crises d’image ponctuelles) et de plus en plus sur celui des opportunités (avec l’alimentation en continu des stratégies marketing, communication et relation client). Ainsi, les entreprises prennent progressivement conscience de la valeur ajoutée que représente la gestion en temps réel de leur image sur le web, avec notamment le développement rapide du métier de community manager.

• Il insiste sur la nécessaire composante humaine de ce métier, au détriment des fausses promesses technologiques comme par exemple l’analyse automatique de tonalité qui n’est ni pour demain, ni même pour après-demain.

• Enfin, il montre le consensus qui s’est établi autour des bonnes pratiques en matière de gestion de e-réputation : Listen (écouter), Analyze (analyser), Engage (agir). Or, quand un marché a une promesse de valeur clairement identifiée, cela bénéficie à tous.

L’arrivée progressive à maturité du marché de la e-réputation constitue donc une excellente nouvelle, aussi bien pour les acteurs du marché comme nous, que pour nos clients !

by Thibault

• Les médias condamnés à devenir des entreprises technologiques ? http://techcrunch.com/2010/03/06/andreessen-media-burn-boats/ #

Word of mouth is a powerful force of which those that are active in the blogosphere are constantly aware of. Marshall Sponder is an analyst that is a great source on the topic and recently reviewed how other buzz monitoring tools identify influencers.

Influence is a subject that is continually being debated, but we would like to offer you 3 ways that we measure influence to get your feedback:

1. Identify influencers at site level

To get started in our look at influencers online, let’s first take a look at the first level of analysis : the site.

We look at the number of inbound and outbound links, the type of site, the frequency and volume of publications, the Google PageRank, and  the site audience. Although the influence of an individual site varies with the scope and parameters of monitoring, brands must have a way of quantifying this slipperiest of slippery topics.

Forum Auto, for example, is ranked as an 8.7  on our influence bell curve. You can see the number of inbound and outbound links from various related sites below, as well as use this graphic interchangeably to bring any of the linked sites to the center to be analyzed, just as we have done with Forum Auto.

2. Identify influencers at post level

While the site on which information is published online affects how influential the information may become, an article (blog post, forum thread, tweet, etc.) itself can become more or less influential over time depending on how many times it has been shared, where, with whom, etc.

Marshall Sponder pointed out that it is the influence of an author that may weigh more heavily than that of the actual site (and will be speaking about it in London in March) ; why not go to the post itself ?

News first broke of an airplane crashing into the Hudson River when a bystander put up photos on Twitpic of the disaster, tweeting,

“There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy”

This information was reposted multiple times and the author was interviewed by MSNBC only 40 minutes later about what he saw.

3. Identify influencers on a one-to-one basis

How IS it that some celebrities get paid $10,000 (or more!) per tweet?

If you get more, then we owe you a congratulations ! But otherwise the rest of us are just trying to figure out who it is that is leading conversations about your brand or industry and how you can connect with them.

Once you can identify influential people on Twitter within your community, or within the communities that you are monitoring, you can better determine if it is worth your resources to engage with this person.

Southwest proved that engaging with Kevin Smith was crucial when he began posting pictures of himself before being asked to step off of a flight recently ; they responded within 20 minutes!

We have recently launched our own widget for identifying influencers on Twitter that are within your scope, but there are other tools available such as Tweepsearch, Klout, etc.

This list is certainly not comprehensive and still lives much room for debate about the power of influence, how brands can tap into its power, and best techniques for gaining influence online.

What we’d like to know is how you identify influence and use it in your social media campaigns? How do you see the relationship between influence and participation? What can we do to better help you monitor and engage in social media ?

by Michelle