Conversational Marketing - Facebook strikes back

Alors, hier je signalais une alliance OpenSocial qui avait pour but de concurrencer Facebook, maintenant, c'est le boss meme, Mark Zuckerberg qui se charge de mettre à jour les potentialités créatrices des usagers dans le domaine du advertising (pub).

C'est un article que je recommande surtout à ceux qui vont parler en Sociologie de la communication du texte de Lazarsfeld et Katz, il y trouveront des détails fort intéressants, car c'est la suite de l'article paru la semaine passée dans The Economist.

Voilà un petit extrait:
"From the point of view of marketers, these existing types of online ads already represent breakthroughs. In search, they can now target consumers who express interest in a particular product or service by typing a keyword; they pay only when a consumer responds, by clicking on their ads. In display, they can track and measure how their ads are viewed and whether a consumer is paying attention (if he turns on the sound of a video ad, say) better than they ever could with television ads. Yet now the holy grail of observing and even participating in consumers' conversations appears within reach.

The first step for brands to socialise with consumers is to start profile pages on social networks and then accept “friend requests” from individuals. On MySpace, brands have been doing this for a while. For instance, Warner Bros, a Hollywood studio, had a MySpace page for “300”, its film about Spartan warriors. It signed up some 200,000 friends, who watched trailers, talked the film up before its release, and counted down toward its DVD release.

Facebook, from this week, also lets brands create their own pages. Coca-Cola, for instance, has a Sprite page and a “Sprite Sips” game that lets users play with a little animated character on their own pages. Facebook makes this a social act by automatically informing the player's friends, via tiny “news feed” alerts, of the fun in progress. Thus, at least in theory, a Sprite “experience” can travel through an entire group, just as Messrs Lazarsfeld and Katz once described in the offline world".
...pour motiver les intéressés.

Puisque "people influence people, Zuckerberg reprend le discours de Katz et Lazarsfeld et l'adapte à la situation présente. Le marché vient à l'encontre des usagers, mais on verra bien ce que ça va donner, le marché reste imprévisible.