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For One Week, The BrandBuilder blog is yours. Kinduv.

April 18, 2011 by Olivier Blanchard

This week, instead of writing dissertations about brand management, social media operationalization, leadership or smart business, why don’t we open things up to your questions? Here’s how we’ll do it:

1. Think of something clever to ask.

2. Post your question in the comments section or shoot a video and link to it in the comments. (Do not send me questions via email. You can double down and send them to me via Facebook or Twitter, but if you do, link to them here. Let’s keep them all in one place.)

3. Starting Tuesday, I will start answering your questions right here on the blog.

Let’s give it a shot and see how things go. If this works well, we’ll make it a regular feature on the blog.

I look forward to your questions. 🙂

PS: If the video doesn’t play for you, go watch it here.

* * *

Okay, let’s start answering your questions.

In no particular order:

Q1. Neicole Crepeau

Social media is another marketing “channel” but different. Of course, we want an integrated approach. I’m curious, when adding social media marketing to your marketing mix, what traditional tools and best practices would you apply to your social media strategy planning? And what new tools or techniques would you suggest using?

A1:

If the video doesn’t play for you, go watch it here.

Q2: Andra Watkins

I wonder why your dog isn’t on the cover of your book.

Ok, seriously.

It seems to me like Twitter is dying. How long do you think it has? What do you think will replace it?

I ask this question because you and I ‘met’ there. It used to be the place for me to be able to go and make connections with people I wanted to know, something Facebook and Linked In don’t lend themselves to as easily.

Congratulations on your book and on all of your success Olivier.

A2:

If the video doesn’t play for you, go watch it here.

Q3. Yvonne

I am very new to social media in terms of using them to “Build your Brand”. I have created a FB page for the company and am reading posts on Twitter and LinkedIn on a daily basis. My question is, how do I use social media to become an international luxury brand…we are currently a locally “Branded” company…or is social media the wrong route to build a luxury brand?

I appreciate you taking the time to share your feedback!! I always enjoy your posts!! Yvonne

A3:

If the video doesn’t play for you, go watch it here.

39 Responses

on April 18, 2011 at 10:13 | Reply Dino Dogan

How do large organizations like Disney and Coke reconcile their brand’s image with their reality. As in, polished and pretty on the outside but socially unsustainable and even irresponsible on the inside.

And Im asking this from the perspective of leaders. I assume you’ve had dealings with leaders of many large organizations who want to present one image to the public whilst not matching that image internally.

I imagine having a polished image while being far from polished must take a tremendous personal tool on these people. The incongruence of it must wear on them. Or are they completely oblivious?

Moreover, Im more interested in your observations of people in these positions. The observations you’ve made to yourself without sharing them out loud.

Im asking you to share them out loud 🙂
- on April 18, 2011 at 14:34 | Reply Olivier Blanchard
  
  Great question. Expect a video later this week. 🙂
  - on April 27, 2011 at 18:41 Dino Dogan
    
    Thnx for fielding the question (hehe…get it?)
    
    Disney and Coke were just examples…you spoke in generalities which is exactly the spirit in which the question was asked.
    
    I will say that there is a significant difference in small town, mom and pop ego tripping and international conglomerates doing the same. The reason is because Disneys and Cokes of the world can affect policies on a global scale.
    
    None the less, your answer was thorough and much appreciated.
    
    Loved the idea….might have to steal it 🙂
on April 18, 2011 at 10:16 | Reply Javier de Vega de la Sierra

May I? Well, my question is: What’s your opinion about the so announced “social media bubble”? Can’t we find some patterns from the tech bubble of 2000? (Ex: So many companies’ inflated value / real incomes, capital-risk funds in heat, ROI based on visit length and other criteria not related to $). I’m not an expert, but some things sound familiar…

In my opinion, the main difference with 2000 is that social media companies exist and are profitable right now, so speculation is not in the project, but in the value and the environment.

Thanks, Olivier. Can’t wait to know your opinion about this.

BR form Spain

Javier
- on April 18, 2011 at 14:35 | Reply Olivier Blanchard
  
  Excellent. I’ll be answering your question this week. 🙂
on April 18, 2011 at 12:26 | Reply Kristof

You’re very active in social media, speaking engagements/traveling, etc. How do you go about scheduling your day/s — balancing work and family life?
- on April 18, 2011 at 14:35 | Reply Olivier Blanchard
  
  Added. 🙂 I will post the answer this week.
on April 18, 2011 at 13:00 | Reply Neicole Crepeau

Social media is another marketing “channel” but different. Of course, we want an integrated approach. I’m curious, when adding social media marketing to your marketing mix, what traditional tools and best practices would you apply to your social media strategy planning? And what new tools or techniques would you suggest using?
- on April 18, 2011 at 14:36 | Reply Olivier Blanchard
  
  I’ll be answering your question this week. Stay tuned. 🙂
on April 18, 2011 at 13:04 | Reply Raul Aliaga Diaz

How do you started to write and transitioned from consultant to author? What would you recommend to someone else looking forward to do a similar thing? What are the “must do/must not do”? How long did it take you to get a publisher? What’s the single most important thing to have/do/achieve for it?

Thank you!
on April 18, 2011 at 13:20 | Reply Robin Clerk

Very active guy in social media. Your this type of reckless involvement will surely lead you in you desired place. What’s about your scheduling and what are the most interesting activities of your day to day life?
- on April 18, 2011 at 14:37 | Reply Olivier Blanchard
  
  Great question. The answer is on the way.
on April 18, 2011 at 13:54 | Reply Andra Watkins

I wonder why your dog isn’t on the cover of your book.

Ok, seriously.

It seems to me like Twitter is dying. How long do you think it has? What do you think will replace it?

I ask this question because you and I ‘met’ there. It used to be the place for me to be able to go and make connections with people I wanted to know, something Facebook and Linked In don’t lend themselves to as easily.

Congratulations on your book and on all of your success Olivier.
- on April 18, 2011 at 14:39 | Reply Olivier Blanchard
  
  Good questions. Answers on the way. 🙂
on April 18, 2011 at 14:28 | Reply David Dalka

Why are companies still hiring the 1995 version of the CMO – instead of ones that are true business professionals that makes a great customer experience and uses all channels to align the business for success?
http://www.daviddalka.com/
on April 18, 2011 at 14:53 | Reply Yvonne

I am very new to social media in terms of using them to “Build your Brand”. I have created a FB page for the company and am reading posts on Twitter and LinkedIn on a daily basis. My question is, how do I use social media to become an international luxury brand…we are currently a locally “Branded” company…or is social media the wrong route to build a luxury brand?

I appreciate you taking the time to share your feedback!! I always enjoy your posts!! Yvonne
- on April 19, 2011 at 12:39 | Reply Olivier Blanchard
  
  I will be answering your question shortly. Shooting some video this afternoon. 🙂
on April 18, 2011 at 14:54 | Reply Chef Chuck

Hello Olivier, My name is Chef Chuck working on a brand name, Chef Chuck’s Cucina food line out of Italy. We have five companies wanting to use my name Chef Chuck’s Cucina as a testimonial, with me on the label. Very new and exciting for me can you give me a few pointers on how to spread the word wide and far, that these products are coming to America ?
Thank you Chef Chuck from http://chefchuckscucina.blogspot.com/
- on April 19, 2011 at 12:40 | Reply Olivier Blanchard
  
  Stay tuned, Chef Chuck. I will start answering questions tomorrow. 🙂
on April 18, 2011 at 15:20 | Reply Rick Rice

Olivier,

I’d be interested in your thoughts on the importance of the employee audience for marketing / branding campaigns and what you would measure for ROI on that part of a program.
on April 18, 2011 at 15:51 | Reply Alastair Banks

Hey OB,

Hope you’re well. I would be interested in your thoughts on various types of monitoring software. Are they worth investing in and if so do you have favourites.

Look forward to seeing you for Likeminds again this year and hopefully getting my copy of the book signed 🙂

Alastair
- on April 19, 2011 at 12:40 | Reply Olivier Blanchard
  
  Answers coming shortly. 🙂
on April 18, 2011 at 16:52 | Reply Jeannie Walters

Bonjour, Olivier!
I would love to know your assessment of the best way to “audit” social media success. I’ve seen it done many ways, and lots of times it seems success is ill-defined. How can you really evaluate if social media is working within a defined time/format?

Bonus question: have you read all those books behind you in the video?

Hope to see you in Chicago soon!
Jeannie
on April 18, 2011 at 16:56 | Reply Cristian

Nice idea Olivier. I have a few questions I’d like to hear your thoughts on if I may.

1. What do you feel are some of the reasons that led to Pepsi dropping to the #3 spot in the cola wars recently. Do you feel “Pepsi Refresh” had something to do with the tumble, or do you feel it had more to do with other factors in their strategy and overall marketing vision for the brand?

2. How important do you feel social intelligence is when ideating social media strategies, marketing, and overall thought leadership?

3. What did you want to “grow up to be” when you were a kid? Does you current career path somehow connect with it?
- on April 19, 2011 at 12:41 | Reply Olivier Blanchard
  
  Answers coming up later this week.
on April 18, 2011 at 17:13 | Reply Rob at Reputation.com

Hi Olivier! Great idea for a blog series.

My question relates to “reputation scoring.” In the past, Reputation.com CEO Michael Fertik has written about the development of personal digital scores “that use our online information to rate our health, employability, financial index, romantic connection and so on.”

We’ve explored the privacy ramifications of this development, but I’m interested in your perspective on the social commerce aspects of a unified digital reputation score. Will companies like Klout find long-term success by quantifying social media influence?

Rob Frappier
Community Manager
Reputation.com
- on April 19, 2011 at 12:41 | Reply Olivier Blanchard
  
  Answers coming up.
on April 18, 2011 at 18:13 | Reply Waqas Ali

Hi Olivier,

Want to know what’s on your regular reading for brand-building and web2.0 stuff? Other than sites like Mashable and TechCrunch.

Secondly, why you haven’t selected Tweet & Facebook Like button on your blog? Is there any specific reason?

Thanks for this opportunity 🙂
on April 19, 2011 at 12:37 | Reply Olivier Blanchard

I am running your questions through the TBB computer and will start answering them shortly. 🙂
on April 19, 2011 at 19:48 | Reply Becky Pittman

I’ve also been asked this same question by defense and government recruiters but am actually relaying it from a couple of friends: Is it possible to “engage” job seekers in social media when they have security clearances? I know you can relate to those cautious days as can I. Olivier, most of the people we know now limit their worries to digital dirt. These people don’t want to leave any digital trail. And yes, be assured my friend will soon be reading “Social Media ROI” on his e-reader!
on April 20, 2011 at 21:42 | Reply Rick Rice

Olivier,

Let’s see if third time is the charm for getting this to post…

I’d like to hear your thoughts on the relative importance of employees as an audience for branding / reputation campaigns. And, what would you measure to determine the ROI on that part of the campaign?

Thanks!
Rick
on April 21, 2011 at 19:25 | Reply Cristian Gonzales

You’ve really opened up the floodgates here Olivier, ha.

By the end of the run for this blog post, you’re going to have about 40+ videos or so.
on April 22, 2011 at 19:18 | Reply Chef Chuck

Great job you gave me even more insight on this project!
Grazie, Grazie 🙂
on April 26, 2011 at 11:42 | Reply Artur

Hi Olivier,
What would you pay attention to the most when looking to hire a social media pro/manager to a content on demand company?
Which qualities, what experience. Or maybe what to watch out for?
Love the “ask me a question” idea!
Cheers!
Artur
on April 26, 2011 at 13:52 | Reply Cristian Gonzales

Hey Olivier,

Thanks for taking the time to answer my questions. Glad to hear you *not* putting the ‘Pepsi Refresh’ project down. A lot of media sites put partial blame on ‘Pepsi Refresh’ for the tumble in soda positioning for the brand, which I thought wasn’t fair for several reasons (I’d need my own video post to go into detail on that).

Thanks for being ‘social’. Much obliged.

—Cristian
on April 26, 2011 at 19:08 | Reply Rick Rice

Olivier,

Thanks for taking so much time to answer my question and all the others. Great insights on many topics!

Rick
on May 8, 2011 at 13:22 | Reply Jeannie Walters

Olivier – I loved your answer about social media audits. One thing I’ve found repeatedly is that no one size fits all and you confirmed this for me. Thanks for taking the time to answer so thoughtfully. See you in Chicago this week!
Jeannie
on June 10, 2011 at 14:31 | Reply Robin Clerk

I am very happy to know your activities. Thanks for taking so much time to answer my question. Social media helps us to be social. You should use facebook or twitter like button here. So I can do it for you.
on August 12, 2011 at 05:53 | Reply Robin Clerk

Wonderful jobs. Its cheering. I wish I were like you. 🙂 But we should use the proper way to do social media issues. And should follow some social media sites also. Thanks for the post.