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Archive for October, 2009

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Answering questions at #LikeMinds -Exter, Devon, UK

If you’ve missed seeing videos on the blog these past last few weeks, you’re in luck: I have some video for you today.

By now, you’ve probably seen the full version of the “intro to Social Media R.O.I.” deck I presented at SoFresh this summer, right? (If not, go check it out here.) You can also browse through most of the videos from my F.R.Y. and R.O.I. blog posts on www.smroi.net (which puts everything in one convenient place for you). And then there’s this recent piece by Mashable on the subject (which I highly recommend, by the way).

So what’s the latest? My presentation and ensuing panel discussion at the inaugural LikeMinds conference in Exeter, Devon, UK on October 16th.  We’ll be talking a lot more about Like Minds in the coming days (and weeks, and months) but for now, let’s focus on these two videos, which are essentially captures of the live feed provided during the conference. In these videos, the panel and I clarify what Social Media R.O.I. is and isn’t, and answer well crafted and at times difficult questions from the crowd.

Catch Part 1 here.

Catch Part 2 here. (That’s the one with the panel discussion. Very good stuff from the crowd and panelists.)

I also recommend that you take the time to watch Scott Gould’s intro, Trey Pennington’s keynote and Maz Nadjm’s presentation among other solid video content from #LikeMinds.

Cheers,

Olivier

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Speaking at LikeMinds

Speaking at the #LikeMinds conference in Exeter, Devon, UK

Hang tight, kids. I’m trying to figure out what topic to open up with after my epic 10-day trip through the UK and France. I have hundreds of pages of notes bouncing around in my head and topics flying out of my… moleskine (what did you think I was going to say?) so it may take me a few hours yet to figure out where to start. And that isn’t even factoring in the pictures and videos I need to upload and edit. I am still in email management mode, and it may take a few days to sort it all out. 75 emails per day x 10 days… Yeah. I need interns.

Several things are certain though: Things are going to change around here.

First of all, expect less musings and more practical advice. The last thing the world needs is more abstract dreameries about brand management, new marketing, business 2.0, social media and the types of topics covered in this and other blogs of its kind. There’s plenty of that on the internets already and the last thing I want to do is add to an already overabundant pool of personal opinions.

Second, now that I have spent the better part of my stay in Exeter and London with some of the brightest minds in  business, brand management 2.0 and the Social Web (from Sky News, Edelman, Nielsen, the BBC, WC Group, 4 Walls and a Ceiling,  WorldEka, Limenoodle,  Red Cube, iLevel, tweetmeme, FreshNetworks, Sinuate, Optix Solutions, and Aaron+Gould, to name but a few on a list as long as it is brilliant) I have a much clearer understanding of the level of dicussion businesses need when it comes to preparing themselves for the next decade, particularly in the US, where the army of social media “guru” we’ve been lamenting about has been reaping a harvest of shameless crap on the backs of their unsuspecting clients.  For shame. Seriously. For shame. I hope there’s a special circle of hell for you if you fall into that category of a person.

In short, you, my readers, and companies wanting to improve their situation and their customers’ lives in the process all deserve better, and we’ve wasted enough time bleeding philosophy about market leadership, what social media XYZ is or isn’t or the value of effective measurement. We’re going to get down to brass tacks and talk about things that will make a real difference in your business.

Third, well… Hold on to you socks. We’re about to see how fast this V12 can really go. I have some pretty exciting announcements to make over the coming weeks.

Back in a bit with more. In the meantime, if you haven’t already done so, you need to go check out all of the incredible content from the #LikeMinds Conference I attended in Exeter, England, including some solid videos and photos of several of the presentations.

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I am going to be in Europe for the next week or so.

Don’t worry, I will most likely be blogging from France and the UK. (We’re all good.) That said, my ability to approve comments may be limited, so don’t get stressed out if your comments remain in approval limbo for up to a day or two. Likewise, my access to email, Skype and Twitter will most likely be spotty, so don’t stress out if an email , IM or DM goes unanswered for a bit.

Oh, and in case you want to stalk me, here’s where I’ll be:

EuropeMapCAWEB

Dates and places:

October 15 London and Exeter (UK)

October 16 and 17 Exeter (UK)

October 18, 19, 20, 21 Nice, Cannes, Toulon (F)

October 22, 23, 24 London (UK)

So if you’re in London, Exeter or anywhere near Cannes while I am there, let me know.

I’ll throw more details at you once I’m in the old country.

Happy travels to all. ;)

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olivier blanchard

I had the privilege yesterday of being interviewed by Jason Baer (@jaybaer). If you aren’t familiar with Jason, he’s a frequent contributor on Marketing Profs’ Daily Fix blog as well as the mastermind behind Convince & Convert – the Arizona-based social media and email consultancy. I’ve been a fan of his Twitter interviews for quite some time, so it was a real treat to be invited to follow in the footsteps of the likes of Ann Handley, David Alston, Scott Monty, Joseph Jaffe, Valeria Maltoni and Danny Brown to name but a few. (Yeah, I am officially in very good company now.)

Jay’s Twitter 20 format is very simple: 20 questions with typically 3 tweets to respond. Easy enough, right? Wrong. Most of his questions are so on the money that they deserve chapter length answers… So coming up with an appropriate response in 420 characters or less is quite the exercise in reverse-elaboration.

Now I can’t wait to be on a panel with Jay so we can address some of the topics covered in this Twitter 20 in a slightly longer format. At any rate, if you didn’t get a chance to join our #twt20 discussion, you can get a cleaned up transcript of it by clicking right here.

Here are several of my favorite topics from the interview:

1. @jaybaer: How has the rise of social media changed the way you build brands? (h/t @nazgulk)

The approach has definitely changed. Brands now have to think about real engagement instead of just pushing messaging.

Also, brands have to completely rethink the way they look at communications. The old PR funnel is definitely eroding.

And there are also new issues of transparency and personal accountability to manage for most organizations.

6. @jaybaer: People come to social from all over. What are the core skills needed for a career in social media?

First, you have to look at social media as a multi-disciplinary field. Not all social media roles are the same.

Social Media roles can be strategic (management and development), tactical (execution) or analytical (measurement).

Within the tactical type of role, you may need some people to have cust. service skills or community building skills.

So… the skills really depend on what the specific role within a social media program will require.

Experience working in the social media space is definitely a huge requirement in my opinion. ;)

11. @jaybaer: Are you suggesting that prospective customers engaged with the company in social will close at a higher rate?

Yes. social media (used properly, that is, not as a push channel) is mostly opt-in. People who participate choose to.

Aside from an increased frequency of interactions, more mindshare, more exposure, more information about products, customers who become members of a brand’s community are much more likely to transact with that brand more often.

They may not “close” faster, but they should see high transaction rates in terms of frequency and yield. And, these customers should also produce more recommendations/positive WOM (helping bring more customers to the table).

19. @jaybaer: You were in the French Marines – the only #twt20 guest who was. Takeaways from that experience you use now?

1) In that type of culture, you learn really fast that bullsh*t has a life expectancy of exactly zero minutes. :D

2) You also learn very quickly that excuses have an effective range of exactly zero meters. ;D

3) It was my first job, my first management role, and it was tough as hell. I learned that adaptation is critical.

All in all, my experience as an officer in the Fusiliers Marins very much shaped my professional style and values.

Go check out the entire interview here.

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