New (ways of using) Media

Caroline Maerten / RollingTalks joins Cleverwood to develop the Social Media business unit

Olivier Beaujean | Monday, August 30th, 2010 | News | No Comments

Download a pdf version of the Press Release in FR or NL

After 18 months of fruitful collaboration, Caroline Maerten, aka @RollingTalks, officially brings her expertise to Cleverwood, the belgian New Media agency founded in 2007. Caroline takes the lead of the Social Media Business Unit.

As per July 1st, Cleverwood is counting on a new partner in the management team. Caroline Maerten’s mission will be to develop the current social media strategic and operational consulting offer (Monitoring, communication and online presence strategy, e-reputation, community management, crisis management, cross-channel campaigns, coaching…).

“The expertise and experience Caroline is bringing to Cleverwood will ensure the long-term development of our Social Media focus, as it now becomes a specific Business Unit inside Cleverwood, says Olivier Beaujean, managing partner. This is perfectly in line with the growth strategy we are currently rolling out.
According to Caroline Maerten, The current market evolution in the New Media, and especially in the Social Media requires a very professional approach. Joining Cleverwood opens new horizons and the possibility to offer our clients a larger service offering in terms of New Media and of “New (ways of using) Media” while improving the quality of services they benefited so far.

About Cleverwood

Cleverwood is your New Media Consulting and Knowledge partner, providing expert new media profiles, expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.

Cleverwood consultants work with Market Leaders and Smart Challengers to help them develop their online activities with a special focus on the “New (ways of using) Media”.
They work closely with the Clients, very often within the e-marketing teams on various missions such as project management, e-marketing management, web & mobile product management, community management, web copywriting & editorial strategies definition, conversion marketing, usability and information architecture, blogger, e-reputation, social media strategist…

About Rolling Talks

Active in the web sector since 1998, Caroline Maerten aka Rolling Talks developed in the last 3 years an expertise and a name in the field of Social Media. She works with agencies and brands in various sectors and across different European countries. She also contributes on a regular basis to the education of the Belgian market about Social Media through various public presences, school courses, coaching sessions and papers.

More information:

Please contact Olivier Beaujean or Caroline Maerten. Don’t hesitate to check our various online presences that are available from our website www.cleverwood.be

Downloads

Press release in French

Press release in Flemish

Tags: rollingtalks, social media

Future of iDTV: opportunities, consumer behavior and business models

Saky Kourtidis | Wednesday, July 7th, 2010 | New (ways of using) Media | No Comments

In the current context of digitalization and technologies convergence, a radical change is occuring in the world of Marketing and Advertising. At Cleverwood, we believe the radical change will be particularly important for the Television, this industry is facing big challenges and traditionnal Broadcast probably has to be re-thought.

Due to this growing complexity and the difficulty to anticipate the rapid technological evolutions, future is blur and many questions are raising for the entire ecosystem in this sector:

• Is interactive digital television a commercial and strategic opportunity ?
• What are the possibilities to bring new revenues ?
• Is interactivity a response to technologies convergence and why this interactivity is changing consumer behavior ?
• Are traditional business models changing and what will be the future ones ?
• …

With all those questions in mind, Cleverwood asked me to take the opportunity of my traineeship in 2009-2010 to produce a white paper taking a deeper look at these radical changes.

The document focuses first on the environment by pointing out the effects of digitalization and technologies convergence on Television industry which can be summarized in the following elements:

• Audience fragmentation
• Media consumption evolution
• Competition intensification

In the second chapter, I decided to address the reasons why traditional TV seems to be threatened and explores how interactive digital television can be a leverage for the market. To answer this question, it points out the reach of iDTV today and its strategic opportunities.

Strategic analysis: in the third part of the document, I decided to also bring a view on all industry actors and their role in this new television landscape, followed by a Marketing analysis focusing on the impact of interactivity on consumer behavior.

In addition to that, the white paper argues that even if interactive digital television seems to be an interesting and valuable new channel for advertisers, budgets allowed to it are yet insignificant, and try consequently to explain the causes and bring creative solutions.

Finally, I decided to work on future business models, describing value propositions and new possible revenues from content and advertising by analyzing on-demand content opportunities and new interactive tools on TV such as “Walled Garden”, “DALs” or “iADs”.

After having discussed these questions and the opportunities linked to interactive digital television in Belgium with many different actors and with several Cleverwood consultants, I got the opportunity to present and debate this white paper during a Cleverwood Friday Session on Friday 26 of February.

Here is the presentation that I prepared for the session, it summarizes the complete version of the white paper which can be requested by sending a mail to idtv [at] cleverwood [.] be .

A pdf version of the Executive Summary (in French) can give you an idea of what the entire document is about.

Tags: Belgacom, business models, consumer behavior, Executive summary, friday session, ICHEC, idtv, new media, opportunities, saky kourtidis, telenet, TV, voo, white paper

La vie de Community Manager n’est pas toujours facile!

Christelle Deliens | Wednesday, July 7th, 2010 | Uncategorized | 1 Comment

Personne n’est à l’abri d’un faux pas, d’une erreur qui fait que, si on ne la rectifie pas dans les  minutes qui viennent, la fan page devient un véritable champ de bataille!

Pour illustrer mes propos, voici la mésaventure à la fin heureuse (c’est toujours mieux! ) qui est arrivée à la Loterie Nationale hier.

La Loterie Nationale utilise sa page fan Facebook pour faire gagner des entrées pour les différents festivals qui ont lieu durant tout l’été sous forme de question de rapidité ou autre. Hier justement, c’était une question de rapidité avec à la clé un seul gagnant.

Déroulement des évènements:

1. ils annoncent la question “de rapidité” dans 2 post différents (FR + NL) avec 30 secondes de décalage entre les 2 posts, ce qui pour un concours de rapidité avec un seul gagnant peut en faire râler plus d’un!

2. Ils ne mentionnent pas où les réponses doivent être postées, ce qui a pour conséquence des réponses en dessous de l’annonce de la question en FR et en NL ainsi que sur le wall.

3. Un mauvais gagnant est annoncé…

4. C’est la que ça commence à chauffer! Pendant près de 2h, les posts se suivent et les réclamations fusent.

5. Après plus de 2h de messages de réclamation, un message est posté:

6. 15 min plus tard, ils ont pris la meilleure décision qu’il y avait: donner raison à la communauté et offrir les tickets aux 3 gagnants, à savoir:

• la 1ère personne à avoir poster la réponse sur le post NL
• la 1ère personne à avoir poster la réponse sur le post FR
• la 1ère personne à avoir poster la réponse sur le wall

Conclusion:

Il suffit d’une seule erreur dans l’énoncé d’un concours pour que tout dérape. A retenir que lorsque l’on organise un concours de rapidité sur une fan page bilingue, il ne faut surtout pas l’annoncer via 2 post différents ou alors avoir 2 onglets ouverts en même temps afin que cela soit posté au même moment!

• Toujours spécifier l’endroit où les réponses doivent être postées
• Bien analyser les réponses, cela évite d’annoncer le nom d’un gagnant par erreur
• Surveiller l’heure qui suit l’annonce des gagnants au cas où des fans ne seraient pas content (ce qui évite que cela parte en vrille)
• Réagir de manière professionnelle en reconnaissant l’erreur qui a été commise et en la rectifiant.

Tags: concours, facebook, fan page, loterie nationale

Looking for consultants to grow the team

Olivier Beaujean | Monday, June 21st, 2010 | Dynamic Insourcing | No Comments

We just posted a few job descriptions on our website, please have a look if you are looking for new exciting challenges, and send us your CV and details motivations, we’ll come back to you !

Client Director – Business Developer

To develop our current and future activities, we are looking for a Client Director (details)

Community Manager Assistant (Stage & Student Job)

We are looking for two interns to work on Community Management, Social Media, Mobile Marketing projects, research and administration.

Junior Business Consultant – Social Media

Community Management, Mobile Marketing campaign, New Media coaching, E-reputation or Conversational Marketing rings a bell for you? Check out our open position.

Freelance with passion and experience in the field of New Media ? Send us your CV

We are continuously looking for new talents to join our New (ways of using) Media Network. Currently, we have open missions for Web Business Analysts, Community Managers, E-Marketing Manager, and Cross-Channel Campaign Managers (web, mobile, social media).

Tags: consultant, Dynamic Insourcing, job, mission