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Source : Technaute (s'abonner)

· Fan ejected from club TV show for wearing scarf
· Steward sacked for returning confiscated banner

Manchester United are so concerned about the increasing success of the green-and-gold protests that the club have effectively forbidden Sir Alex Ferguson's players from speaking about it publicly and imposed a series of other measures aimed at counteracting the kind of publicity generated by David Beckham's endorsement of the campaign.

Beckham's parting statement after United's 4-0 defeat of Milan on Wednesday, leaving the pitch with a protest scarf around his neck, is being described as "an iconic moment" by the Manchester United Supporters' Trust (Must), and senior figures at Old Trafford are worried about the significance of the most famous sportsman on the planet attaching himself to a movement aimed at deposing the ruling Glazer family.

In response the club have already:

· Banned players from discussing the campaign in the media.

· Forbidden the in-house TV station, MUTV, from referring to the rebellion and edited questions about it from broadcasts of Ferguson's press conferences.

· Ejected a supporter from the audience of an MUTV show after he refused to remove a green-and-gold scarf.

· Sacked a steward after 19 years' service for attempting to return a confiscated anti-Glazer banner to its owners.

The club has reluctantly accepted the protests will continue for as long as the Glazers are in power. David Gill, the chief executive, predicted yesterday that would be "many more" than five years.

While Beckham's latest fashion statement has been shown around the world, attracting headlines from the Boston Herald to the Times of India, MUTV has chosen to ignore what happened. Similarly Ferguson's remarks about the protests in recent weeks have been edited out when the rest of his press conferences have been aired in full. One supporter was ejected from the audience of the MUTV show, Red Cafe, when he refused to remove his green and gold scarf, security staff telling him that the colours were not allowed inside the studio, and a steward was dismissed by CES, the security firm employed by United, after attempting to return a confiscated anti-Glazer banner during the home game against Burnley.

The initial hope inside the Old Trafford boardroom was that the protests would eventually fade out but the club's attempts to quell the uprising have been unsuccessful. Protests were so widespread during the Milan game that CES had to abandon its usual policy of trying to remove the many banners criticising the Glazers and Gill.

Avram Glazer was at the game, smuggled into the stadium in a car with blacked-out windows and shadowed by a personal bodyguard, and United employees noted how calm and unmoved he seemed.

"Everyone has the right to protest and there was certainly a lot of green and gold there," Gill said at the announcement of a five-year sponsorship deal with Telekom Malaysia. "But this partnership demonstrates the strength of the club. We will be around for the length of this five-year deal and many more in addition to that."

Beckham produced the perfect publicity coup for Must and an organisation whose membership has now passed 130,000 has also been buoyed by the appointment of the Japanese investment bank Nomura to advise the alliance of wealthy United followers who are planning a takeover bid. Nomura will "coordinate and formulate the proposal to be put to the Glazer family" and Must's spokesman, Duncan Drasdo, described the appointment as "hugely significant because it will start to crystallise the offer. We've seen a lot of interest from the so-called Red Knights and Nomura's job will be to organise it."

In the meantime Must has written an open letter asking for other "United legends" to follow Beckham's lead and attach themselves to the cause. "David courageously showed his true colours," the letter says. "The movement for change is becoming unstoppable and we know that David is not alone. From Eric Cantona to Andrew Cole, former players are making their feelings known."

Ole Gunnar Solskjaer, the club's reserve coach, is a patron of the organisation and has spoken out against the Glazers in the past but the only current player to sympathise has been Patrice Evra, in response to a French journalist who asked why the United end at Wembley was decked out in green and gold. "They are the original colours of Manchester United [as Newton Heath] and the fans wear them because they love this club," Evra said. "They have their reasons for doing it and we don't think that they're crazy."

Otherwise the players have been warned to say nothing. The captain, Gary Neville, was twice asked after Wednesday's match and kept to the party line, saying only: "I'm not getting involved in that."

• Manchester United
• The Glazer family
• Sir Alex Ferguson
• David Beckham
• Premier League

With over 26,000 followers, West Hollywood’s Roxy Theatre is the most popular club on Twitter. Just short of half a decade earlier, however, the fortunes of the historic venue and many of its neighbors on LA’s infamous Sunset Strip were waning and in need of serious attitude adjustment.

We had a chance to talk with Nic Adler, owner of The Roxy and the man behind the club’s transformation from “castle on the hill” to social media juggernaut, about how Twitter and other tools helped not only reverse the fortunes of businesses on the Strip, but build up a stronger, more vibrant local community.

If you’re a small business wondering how social media can be relevant to you, someone in public relations looking for creative ideas, or an organization looking to take your first steps into the waters of social media, you’ll want to read on for a resounding success story and a number of practical tips. If you’re a music fan, don’t touch that dial or miss a slice of history.

The Roxy Theatre has been graced by numerous musical legends in its 37-year history, from Motley Crue to Nirvana to Bob Marley to a venerable pantheon of who’s who in rock history. The Rocky Horror Show and Pee-Wee Herman were launched there, and the upstairs bar was a regular hangout for folks like John Lennon, Alice Cooper, Keith Moon, and John Belushi.

Fast-forward to the mid-2000s though, and the grunge scene had come and gone, displacing a good chunk of what was once perceived as an unstoppable draw to the Strip — one that had easily brought in locals and tourists alike. “The Strip has always been busy and always had relevance, but in the last 10 years we hadn’t had our best 10 years,” says owner Nic Adler, son of one of the club’s founders (Lou Adler, legendary manager and producer of artists including The Mamas & the Papas, Carole King, and Sam Cooke).

Part of the problem? The “velvet rope” mentality. “We on the Sunset Strip just thought we were on this golden hilltop, that we don’t have to listen. And we just created these walls around the venues, almost like these castles on the hill, and stopped talking with each other, and didn’t really participate with each other.”

What ended up turning the fortunes of not only The Roxy but a good chunk of other businesses on the Strip? A creative and unique social media campaign that began to build offline community using online tools. “We switched over to a blog format about three and a half years ago, and started to understand that there was this conversation going on. And that we could participate,” says Adler of their first steps into social media.

Early on, the club faced the question of how to approach their nearby neighbors and ostensible competitors for the time and dollars of Sunset Strip clientele. “We got on Twitter pretty early, May 2007, and we got up to about 10,000 followers. The Viper Room had just gone through some new ownership and they popped up and started tweeting. We had this conversation in the office, wondering ’should we retweet them?’ We have these 10,000 followers who would probably be into the Viper Room — do we do this ‘coopetition’ thing?”

Deciding to retweet them ended up being the best choice, because shortly afterward, a new bond was formed and other clubs on the Strip began to take notice. The Comedy Store down the street got on Twitter and joined the conversation, and “from there it just went from one business to the next, and it just grew. And because we had started this new relationship — a clean slate — it didn’t have anything to do with the bookers, or who had more people at their show, or anything. It was a whole new relationship that was created online with the clubs.”

Beyond revitalizing an audience of patrons (which we’ll talk more about in a bit), the Sunset Strip’s embracing of social media led to a regrouping of business owners who are taking a fresh approach to their local community. From creative adoption of Twitter and other tools, The Roxy and its neighbors discovered “we can revive ourselves and take a fresh look at what’s happening out there and not only get the actual customers back, but even affect the government — I know that sounds crazy, but literally, we go down to the city council meeting together and there’s 40 business there. And we’re all talking together and we’ve become a really strong voice within our city to get things done.”

From rewarding loyal club fans to transforming customer service, Adler relayed some creative and unique initiatives that The Roxy and other businesses on the Strip have employed to great effect. A “Tweet Crawl” event was first held in July 2009, where several businesses partnered up to invite the Twitter community for an all-night mosey down Sunset Boulevard with free access to clubs, food and drink specials, and hidden prizes and giveaways handed out via clues on Twitter. Now in its third incarnation, the most recent Tweet Crawl grew the participating crowd from 40-50 up to around 100 crawlers. “Something I miss from my youth is seeing people walk on the Strip and go from business to business. So not only are we doing this community thing online, but we’re actually getting these people to go to these places.”

Another initiative, Club Rox, sold 100 “all-you-can-eat” annual passes to the club for $100 each. Buyers get as many shows per year as they want to attend, front-of-the-line access, a special custom drink menu, and half price deals on everything at the bar. The passes, only advertised on Twitter, sold out in three days and had a far more positive effect than Adler and his team expected. “It created this group of 100 people who are so passionate about The Roxy, and there are people who have come to over 20 shows already this year. We thought we were getting something maybe financially, but we ended up getting this voice of this group of people who are super positive about The Roxy and love music.”

The group avidly uses the Twitter hashtag #ontherox to represent themselves. “They’re one of our greatest assets. They talk about the shows all the time, they always tweet when they’re here,” says Adler.

Also just launched is the Sunset Strip VIP Pass program, which gives any customer staying at participating Strip hotels free front-of-the-line access to participating clubs. The initiative runs for the next six months through the summer, and encourages tourists on the Strip to stay in the area instead of hopping in the car to drive over to Hollywood or Universal City. “Personally I’ve done it a million times and it’s one of my favorite things to go see three or four bands in a night and hang out on the Strip,” says Adler of the VIP program.

The Real Sunset Strip is a weekly weekend Ustream show that aggregates the news and events of the week from around the various venues on the Strip. Photographers send in photos from the week’s events, celebrities come down for interviews, and Adler et al grab passersby on the street for short segments. Sometimes they’ll broadcast right from within the venue. “The club is going on but there’s a TV show happening right in the middle of it. That’s been a great way to tie the different businesses together.”

Adler had a robust Wi-Fi system put into The Roxy specifically to encourage patrons to livestream during shows, share photos from the club, and generally get content out surrounding what’s going on at the venue. Licensing issues prevent the club from doing the official livestream events it has long been interested in. Lots of companies are also interested in partnering on livestreams, but “you can’t get any bands to do it because they don’t have the right to give away their own music when they show up here, and who’s going to get a lawyer to go through contracts with all these bands?” So instead, the in-house Wi-Fi provides a platform for the audience to do their own livestreaming, and The Roxy will retweet the links. Adler says, “I’ll go down during the soundcheck and do 10 minutes of Ustream on the phone and people love it. They eat it up.”

And of course, giveaways are also a popular and frequent method of both bringing in repeat business and giving something back to loyal customers. Offers like “the next 5 people to hit us up get two pairs of tickets and VIP passes,” or “the next person to hit us up gets a month of Roxy shows,” often do well. The people who win are the ones who actually show up. They’re happy about the experience, and they tell their friends. “It’s a positive cycle that’s starting to happen not just at The Roxy but all over the Strip,” said Adler.

While Adler doesn’t see more traditional methods of marketing going away any time soon — “We still have a publicist, we still have a street team that comes and picks up their fliers on Tuesday to distribute them. I don’t think you can totally write it off,” — he sees social media as essentially a no-brainer for businesses to get into. “It’s a [much] better way to do business. Be honest and keep that conversation going.” Nevertheless, it might not be any singular tool that will do the trick, and it behooves companies to investigate what methods their audience uses to find them and make sure they have a presence there. “People find you in many different ways, and you have to find out how people do that — it’s constantly changing.”

Tools like Foursquare are becoming more relevant especially to local business, although Adler still sees that as something “on the horizon. I would love that Foursquare were stronger.” Nevertheless, depending on the nature of your business, diving into emerging tools might help you reach the right audience. “With LA, it’s a different kind of market than Main Street America. If you have that person who’s on Foursquare, it’s usually someone that’s a first-adopter — someone that other people are listening to and watching to find out the next thing.”

Facebook is another staple these days, and Adler had great things to say about the social network’s ad platform and its ability to finely target a desired audience. “I discovered how amazing the ads are on Facebook. If I can get that target number down to 5,000 people, that’s who I want to be advertising to. I don’t think it really helps to go to 100,000 people; I think your ad gets lost. Getting very specific works.”

Still, Twitter remains a primary tool for The Roxy and other clubs on the Strip for a number of reasons, one of which is immediacy. A patron’s tweet about a weak gin and tonic earned her a visit from Adler and a complementary drink refresh. “It was kind of an awkward moment because she’s like, ‘Oh, are you stalking me?’ [laughs] But it turned into a good thing because she ended up being happy. It’s actually brought [customer service] at The Roxy to an amazing level … Having that relationship will really bring people back.”

Having a large number of followers and clout on Twitter also becomes a draw for the bands that play at The Roxy. “Our social media is starting to be a reason for bands to play here because they want that Twitter contest, or whatever influence we might have out there on Twitter — they want a piece of that. That part makes Twitter important.” Twitter is used to knit together the entire experience of a show as well. These days, many bands and their individual members are on Twitter, in addition to the audience. “We do maybe two or three actual tweets [per] day, maximum, and then the rest of them are really using other tweets to tell our message — whether it’s a fan that’s talking about the band, or the band talking about their experience, or connecting up the people who are thinking of coming to a show. It’s a little easier and faster to connect on Twitter than on Facebook.”

Mobility is also key, and access to Twitter from almost any phone, whether smartphone or not, simply makes it more accessible in that regard. “Facebook to me is someone at home, whereas Twitter I feel is someone on the go. They’re either coming to the venue or figuring out where to go — it’s more mobile.”

What if you’re a small business just trying to get started with social media? Adler had some good advice on how to dive in, and primary among the concepts is to start slowly. “It almost sounds old school now, but just starting with a blog was a huge step into everything. It’s like Twitter in slow-motion. For someone that is just coming into this, it teaches you about content.” It’s also a great introduction to bi-directional conversation for brands. “…the comments on the blog — it was my first time listening to what people had to say about what I was putting out there. It’s an awesome moment.”

Adler also speaks to defining your business’s personality as a key component in developing a voice online. “The personality — whether it is on your blog or Facebook or Twitter — make sure that the personality of your business is apparent. That’s a huge step for a lot of businesses because a lot of them don’t even know their personality … What if your business was a person? How would it act and interact with people? Most businesses probably couldn’t give you that answer. But I think defining that and learning what that is was a huge part of our growth here.”

Using Twitter to gather information is also a powerful way to bring the huge amount of new data that’s out there to bear on your business knowledge. “Being able to track the bands in the weeks coming up to the show is great. You can learn a lot about a band and their fans: What kind of drink specials should we have? Is this a Dewar’s crowd or a Bud Light crowd? There’s a lot of data out there we collect. Also when people leave, we want to hear that exit comment. And we’re the first to do something about it — if it wasn’t a positive experience, we want to fix it.”

Building an audience online also helps solve one of the problems that’s often referred to as a business’s number one fear about embracing social media: What happens if and when people are making negative comments? Building up a supportive community can help crowdsource a way of dealing with that. “If someone tweets something like ‘The Roxy is old,’ I can’t wait to retweet them and say, ‘anyone want to tackle this one?’ because literally 40-50 people will tweet back with supportive messages. So you have this awesome community that starts to back you once you define yourself.”

Overall, for businesses just getting started with social media, the key point is to start slowly. “Starting small was key for us. We went from a calendar-style website that was one page and hadn’t been updated in 2 years, to a blog and all of this.” At first, “I thought it was advertising — that doing the blog was an advertising tool. It turned out to not be that. It turned out to be more of a roadmap of what we should be doing and who we are.”

Nic Adler joins The Comedy Store’s Alf LaMont and The Viper Room’s Nathan Levinson at SXSW 2010 for a panel entitled “A Social Media Case Study of L.A.’s Sunset Strip” on Thursday, March 18 at 3:30pm.

Connect with The Roxy:
- On Twitter
- On their home page
- On MySpace
- On YouTube
- On Flickr

[Image Credit: Totallylikeduh!]

Tags: blogging, BLOGS, business, interview, live music, MARKETING, music, roxy, small business, social media, twitter

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L'ancien président de Sun Microsystems est revenu sur le conflit opposant Apple à Google. Selon lui, les brevets logiciels ne devraient pas servir à régler ses comptes avec la concurrence. Les entreprises devraient plutôt allouer des ressources à l'innovation, plutôt qu'à la résolution de conflits judiciaires.

Aujourd'hui, c'est cours de cuisine. Nous allons nous intéresser à une forme d'art culinaire particulier : les gâteaux au gingembre Kamasutra.

Ingrédients :

1 tasse de beurre fondu 1 tasse 1/2 de sucre blanc 2 cuillères à soupe de sirop de maïs 4 cuillères à soupe de sel 1 oeuf 2 tasses 1/2 de farine 2 cuillères à café de bicarbonate de soude 2 cuillères à café de gingembre moulu 1/2 cuillère à café de clous de girofle moulus 1/4 cuillère à café de piment (paprika) Quelques tubes de décoration alimentaire (blanc, noir, rouge et jaune) Quelques bâtons de cannelle

Préparation :

Dans un grand récipient, mélangez le beurre, le sucre et le sirop de maïs, l'oeuf jusqu'à obtenir une émulsion mousseuse. Ajoutez la farine, le bicarbonate de soude, la cannelle moulue, le gingembre, les clous de girofle et le piment. Fouettez jusqu'à obtenir un mélange homogène. Couvrez et laissez au réfrigérateur une demi-heure au moins.

Sur une surface farinée, roulez la pâte obtenue pour obtenir une surface égale de 4 à 5 mm. Utilisez les patrons fournis préalablement découpé dans du carton pour dessiner les formes de vos gâteaux :

• premier patron
• deuxième patron
• troisième patron
• quatrième patron

Faites cuire les gâteaux pendant 8 minutes à 170°C. Laissez les refroidir, puis décorez les avec le colorant alimentaire.

Séduits ?