Future ahead

With the Tweets flying by on the TweetwallPro, Olivier Beaujean, Managing Partner of Cleverwood, welcomed everyone on this rather special 6th Trends Session. During his welcome word, a moment was reserved to highlight the 3 Cleverwood pillars – Knowledge sharing, Flexibility and Collaboration - that played a major role in the 4 years of growth. In those 4 years, Cleverwood worked with over 60 clients and 80 consultants on New Media missions, with focus on web, mobile, social media and other digital channels.

After Olivier’s introduction, Caroline Maerten, Partner and Head of Social Media, summarized the year 2011  in terms of Social Media projects, with 11 new clients who chose Cleverwood as their partner to work on innovative Social Media activities. She then did a quick fast forward and shared her vision on the evolution of New Media and detailed some of the many opportunities for Social Media in 2012 to develop cross-departement Social Media activation programs.

Social Foot

We promised to combine fun and knowledge sharing : Pieter Maenhout, Junior Consultant, worked for several months on an overview on how Football clubs in Belgium use social media. The main goal of this research was to understand how professional football clubs in Belgium use social media. Not by looking at numbers of Facebook fans and Twitter followers, but by exploring the field, by visiting clubs and interviewing communication and marketing managers. During an interactive presentation, Pieter provided the context for the white paper he wrote and detailed two different topics: Football fan engagement and what brands can learn from this engagement.

You can view the presentation and dig into the results of the white paper via his blogpost. In case you feel the urge to discuss the topic or results, you can keep the conversation ongoing via #SocialFoot.

Social Food

As mentioned in one of the tweets in the audience, after the session the hashtag changed slightly from SocialFoot to Socialfood. We enjoyed the delicious drinks and food delivered by Artfood.

Last but not least, we want to thank everyone who contributed to this success so far. Can’t wait for the 5th anniversary!!

Cleverwood white paper by Pieter Maenhout.

As announced in my previous blogpost, I’ve worked for several months on an overview on how Football clubs in Belgium use social media. Today it seems like most companies and brands are conquering their fear of social media, one step at a time. They realize that online presence and reputation matters. A multi-million business like the professional football world can not leave behind.

The main goal of this whitepaper is to understand how professional football clubs in Belgium use social media. Not by looking at numbers of Facebook fans and Twitter followers, but by exploring the field, by visiting clubs and interviewing communication and marketing managers. 13 out of 16 first division clubs agreed to talk to me. The data you find in this white paper is varied and covers different aspects of social media.

On the 5th of December, during a Cleverwood Trends Session to celebrate the 4th anniversary of Cleverwood, I’ve presented some of my findings. My main objective of the day was to make people aware of what real fan engagement and passion is all about. The presentation create context, the white paper delivers the data.

Download the whitepaper

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Enjoy reading, we’ll hope it inspires you and let’s keep the conversation ongoing on Twitter via #SocialFoot. Please do not hesitate to contact us for any request.

After a short introduction by Olivier Beaujean and Caroline Maerten, each consultant presented his/her own prediction related to his/her hope, belief and specialisation.

All predictions have been gathered so that we can make sure we follow-up during the year !

A posts-it-wall of predictions was also made available for anyone who wanted to participate in this exercise. The more we have predictions, the more it is likely to happen, right?

After some predictions, it was time for a networking event and thanks to @Millabeebop and her Tarot cards, we have another look at all these predictions now :-)

If you missed the event, you will find the pictures on Flickr (Cleverwood stream and Raphaël Thys).

We hope to see you a lot in 2011 !

Posts-it-wall during the Cleverwood New Year's Event

Here are their 33 new media predictions for the world of 2011!

1. The fail of Facebook mail #prediction (@Muskusos)
2. LinkedIn will generate new ways of working and doing business in #2011 #prediction (@olbow)
3. Intranets become internal social media (@aubertm)
4. Free wi-fi becomes a must-have in coffee, restaurants etc. (@somebaudy)
5. E-commerce will be skyrocketing in #2011 (@bizz-y-bee)
6. Virtual capacities through professional networking (@lambros-p)
7. Facebook will become a Central Hub of Communication: email, video chat, voice chat #prediction (@christelle501)
8. Apps, Apps, Apps ! (@Tapptic)
9. Foursquare used as a fidelity card in supermarkets (@somebaudy)
10. Ping Ping will become “the” mobile payment standard in Belgium (@fherzeele)
11. Operating systems for mobile devices will suffer security threats (@businessquests)
12. Democratisation of smartphones for more and more mobile people (@rtuplano)
13. Digital doesn’t mean « for free » anymore #prediction (@Alechinsky)
14. First android virus scare (@somebaudy)
15. Facebook and Apple are going to be punished by UE and consumers (but not in #2011) (@anonymous)
16. Facebook will start to decline. too big. A victim of its own success (@Rogerson)
17. #Prediction 1 : Community Managers are born and bred within mature Belgian companies (@RollingTalks)
18. Social ‘Media’ use spreading from marketing/communication rooms to the whole companies’ building (@RollingTalks)
19. E-books are still not a hit in Belgium (@somebaudy)
20. Even if culturally challenging, in #2011 we will realize that we value access over copy for most content (@Julien_Mo)
21. In 2011 MORE machines than people will be connected on the internet! #InternetOfThings (@aardling)
22. Legislation more strict and specific about SM abuses (privacy and security)! If not law, self-regulation will do the job (@helene_db)
23. Location is the future #prediction (@Alechinsky)
24. Big companies finally get serious about social (@Alechinsky)
25. Community Managers are born and bred within companies #prediction2011 (@RollingTalks)
26. Expansion of Facebook pages even for small companies (@Muskusos)
27. Facebook will become the n°1 social media for EACH country. SM-Geolocalisation will be the key word of #2011 ! (@rtuplano)
28. Some moment companies will decide to gather in full standard compatible website/services (@rthys)
29. #2011 : the year of mobile penetration to the masses for smartphones & tablets (@dirkhuysm)
30. Increase of Partnership initiatives between Telecom and Content Provider #predictions (@SakyKourtidis)
31. Media Partnerships will be hype again and will be a complement to media budgets and SM strategies (@PhilippeD)
32. Facebook collapses as “the next thing” / “the sexiest” / “must have” aspect of online marcoms (@businessquests)
33. Citizen-launched initiatives are made into laws (@somebaudy)

Which of these do you think seems the most likely to happen? With which predictions do you agree? Your feedback is always welcome!

Carole Lamarque

In the first part, Mélanie Mc Cluskey, Director Customer Intelligence Center at Belgacom Group, talked about the Mobile usage: what women do, what women want, what women expect.

The second keynote was held by Carole Lamarque who discussed Mobile as a Media :the mobile marketing business models, the adoption strategies, the long term opportunities in the belgian market and highlighted various advertising models.

You can also have a look on the full slides of the conference.

Thank you to AWT for the video.

What started in 2002 as a weekly radio show on a local radio station kept on evolving throughout the years. If I am still proud to produce shows for FM radio stations (thanks to FM Brussel and 057 radio for giving us this opportunity), I also decided in March 2008 to create an online radio station on the Radionomy platform as a way to expand the Laid Back project.

So far more than 20 deejays and numerous guests collaborate on LDBK and help us broadcast 24/7 the best in urban music from the last 40 years. But our goal with LDBK is more ambitious than being a jukebox. We want to make the best use of the new technologies in order to shape the future of radio.

In December 08, willing to balance my DIY experience with some “corporate” views, I collaborated with Cleverwood to organize a conference about the future of radio. Many meetings, brainstorming sessions and prototypes later, we released – together with Central and Datasmart – the first public version of the LDBK desktop player.

Next to the desktop player and it’s upcoming iPhone version, I also wanted to explain the theory behind our experiments. Hence this manifesto listing 11 recommandations on what could be done to offer a new radio experience to listeners.

Download the Radio Manifesto (pdf version)

Slideshow FR – Slideshow NL

Each point of this manifesto corresponds to a group of functionalities we might consider adding to our players. Let’s take #10 for instance: “Listening to the radio doesn’t require 100% of the listener’s attention. But once you catch their attention you’d better give them something nice.”

This pop up – implemented in th latest version of our player – appears when we have something more to offer to our listeners be it an exclusive article, a free track on download or an invitation to participate to a contest/game.

To test the latest version of the LDBK player or share your vision on the future of radio, leave us a comment or join me on the radio 2.0 network.

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Manifesto:
Layout – Diane d’Andrimont
French translation – Olivier Beaujean
Dutch transaltion – Jurgen Noel
Text – Julien Mourlon in collaboration with Fabian Tilmant

Players:
Programming – Anthony Janssens
User Interface Design – Ali Nassiri & Geoffroy Delobel (Central Design)
Concept – Julien Mourlon

Top picture:
“Retro Radio” by Francis Bourguoin

Here is a quick debrief of our Mobile Marketing Trends Session held on May 7th : What women want… in Mobile?

Because we are all different, we love different brands, we use our devices in different ways, Fabian Tilmant started by highlighting the importance of segmentation in mobile .

The first speaker, Mélanie Mc Cluskey (Director Customer Intelligence Center at Belgacom),  detailed us the Mobile usage: what women do, what women want, what women expect. She clearly understood what they want and what they don’t. ” Successful mobile initiatives and applications will have to answer the expressed and unexpressed women needs” said Mélanie.

Carole Lamarque, Business Unit Manager – Mobile at Sanoma Magazines Belgium, discussed the mobile marketing business models, the adoption strategies,  the long term opportunities in the belgian market and highlighted various advertising models.

She gave 3 mobile cases examples : Flair Mobile, Elle Mobile and Eurostar.

Olivier Beaujean concluded with a list of examples to show how cleverwood can help brands and media groups finding New Ways of using those media, before inviting the guests to the traditional networking drink.

If you missed the session, don’t worry you will find the full slides here, all pictures on Flickr and below a video summary from the Agence Wallonne de Télécommunication (AWT).

Is Mobile really all about males? What about women? What do they want to hear from brands? What kind of interaction do they expect?

How different are the female expectations when it comes to mobile marketing? In our next Trends Session, we’ll help you understand: What women want… in Mobile

On May 7th, Cleverwood invites the major actors in the mobile market to talk about the growing importance of mobile media for women.

Program

• 18:00 – Introduction, Olivier Beaujean – CEO Cleverwood.
• 18:10 – Segmentation in Mobile, Fabian Tilmant – Head of mobile and senior consultant Cleverwood.
• 18:30 – Mobile usage: what women do, what women want, what women expect, Melanie Mc Cluskey, Director Customer Intelligence Center Belgacom Group.
• 19:00 – Mobile as a media – How to provide information, inspiration, social awareness & participation and entertainement to women segment, Carole Lamarque – Mobile Business Unit Manager Sanoma Magazines Belgium.

• 19:30 – Q&A, Conclusion & wrap-up: Fabian Tilmant and Olivier Beaujean.
• 19:45 or a bit later – Networking drink.

Practical details and subscription

What is specific to the Radio?

Listening to the radio doesn’t require 100% of attention; it can be a complement to another activity (driving, cooking, working, doing sport…).
Radio is maybe not local, but rather glocal and more based on communities. On the internet, communities are not local anymore. They are based on like-mindedness: “I might share more interests with somebody in New-Zealand than with my own neighbor”.

FM Radios are popular because they create an affective link with their listeners. But it is still possible to create such a link on an online platform, if not easier. Radios are brands and they will use all platforms available to increase their image. Radio becomes multimedia … more and more of these online platforms will work with audio, texts, pictures and videos.

Linear radio is part of adults’ daily activities. But what about people between 15 and 25 who are used to youtube, podcasts, ipods and mp3′s instead of FM radios and linear TV? How are we going to mix mass media and on demand content?

Is the Radio already 2.0?

Today, most radios have a website where listeners can find additional information about the programs. Most radios implemented podcasts and streaming in addition to their FM activity. They seem satisfied with the results but could reach a much wider audience on these new channels. We think there should be specific ways to present those podcasts or streams.
When the Radio becomes interactive and 2.0, announcers can reach their consumers who are one click away from buying.
Nevertheless, why do we have to open a web browser and go to a website to listen to an online radio? Where are the software and hardware making it easier to connect to online radios? And where can we find information related to the content/music being broadcasted?

What’s next, then?

Studies show that people intent to increase their consumption of only two media in the coming years: Radio and Internet, this is why we believe there is definitely a market for more radio, different radio.
It is clear that one day (sooner than we might think) it will be as easy to listen to an online radio as it is to listen to an FM radio. Everyone will be connected almost all the time in any situation, and the technologies in place will enable a fluent interactivity to reach the required user experience for a major take-up of online radio.

Blog changed to way we read news.
Youtube revolutionized Television.
Who is going to change the way we listen to music? Deezer/Last FM? Radionomy ? Another actor mixing both approaches?

During the next Trends Session on December 3rd, cleverwood invited a pannel of belgian key players in the radio sector to discuss the future of the traditionnal radio in light of the current digital evolution.

During this session, Cédric Godart (Pure FM) will moderate a discussion between Marc Vossen (general manager – Nostalgie), Laurent Finet (new media advisor – RTBF), Jean-Jacques Deleeuw (general manager – Bel RTL) and Yves Baudechon (co-founder – Radionomy) to debate around the opportunities and challenges that arise with the explosion of the new media.

If you are interested, feel free to register to this event, we’ll be happy to meet you there!

The Trends Sessions are part of our Dynamic Insourcing programme, you can also have a look at the previous trends sessions on Mobile Advertising.