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Expanscience, information hub on osteoarthritis

Médiator, Diane 35, Furosémide… Healthcare professionals, and especially pharmaceutical companies, are subject to recurring reputation crises. Laboratoires Expanscience, specialized in dermocosmetics and rheumatology, were the object of such a disappointment concerning the Mustela baby care in 2008.

But with this experience, Laboratoires Expanscience has set up a set of tools enabling it to be in direct and permanent contact with its publics in order to anticipate and prevent such risks, particularly in the field of rheumatology.

This case is abstracted from Spin Partners study called “Deploy an effective and adapted online influence strategy”, published by Les Echos Etudes in 2013.

The “Pigeons”, propeller of the digital economy lobby

As part of the preparation of the Draft Finance Law 2013, some proposals relating to the taxation of start-ups provoked strong reactions from entrepreneurs and investors. This movement was quickly identified under the term “the Pigeons”, using the web to advance its positions in the public debate.


Being the subject of a particularly voluntaristic coordination and especially of a prolongation on the ground, which made it possible to roll back the government, the movement was also an effective launching pad for the claims of the lobby of the digital economy.


This case is abstracted from Spin Partners study called “Deploy an effective and adapted online influence strategy”, published by Les Echos Etudes in 2013.


Alcen, reference in energy sector with “Connaissance des Energies”

For the past ten years, energy has made headlines and has been the subject of debate and controversy at any levels of society. These speeches, by various actors, are not always guided by rational reasoning. Often, they are motivated by personal interests, fears, electoral or ideological motives. This challenge of the legibility of energy information is important, whereas rational and scientific discourse now occupies a very limited place on the Internet.
For Alcen, a French high-tech group specializing in energy, defense, aeronautics and medical equipment, these energy issues are crucial because they constitute its core business. The creation of the site “Connaissance des Energies” (“Knowledge of Energies”) is an initiative intended to position itself as a reference source on the web in the field of energy. Above all, the challenge is to build a credible and legitimate Internet space of knowledge while being attractive and accessible.


This case is abstracted from Spin Partners study called “Deploy an effective and adapted online influence strategy”, published by Les Echos Etudes in 2013.


The Café Pédagogique, a Microsoft ally to build the school of the 21st century

In order to position itself at the center of the game in terms of education, Microsoft has set up an influential communication strategy to reach the educational community (teachers) and public decision-makers (local authorities and especially the Ministry of Education). By partnering with the Café Pédagogique, a reference site on these questions, the company will gradually structure the debate on E-education and federate an increasingly important and receptive community to its concepts.


This case is abstracted from Spin Partners study called “Deploy an effective and adapted online influence strategy”, published by Les Echos Etudes in 2013.


FedEx vs UPS: online influence and lobbying in the US Congress

In 2009, to fight against a change in the law giving more freedom to its employees, the carrier FedEx chose to deport the debate by accusing its competitor UPS of wanting to obtain undue competitive advantages at the expense of the American taxpayer. BrownBailout.com, the website created for the occasion, is the spearhead of this campaign of influence.


This case is taken from Spin Partners study called “Deploy an effective and adapted online influence strategy”, published by Les Echos Etudes in 2013.