Rolling Talks

Listening - Attentio Case

For the IAB Net Café on Social Media I asked Attentio to present their case on the Mobile industry to illustrate the very first step to make while developing a Social Media strategy: listening. I find this case very powerful in demonstrating not only who is speaking about the brands and how brands are being discussed but especially in showing the correlation between buzz and volume of conversations. For an audience of marketers, slide 15 only is worth..well listening. Now I realise that the case needs to be demonstrate for full understanding. Any question, or need for in-house presentation, let them/me know.
Ignite  Social Media is currently started a series of posts on Social Media Mistakes. Guess what's mistake #1? "Not listening. Not responding. Not good". Be it with free or pro tools, start listening today!

| View | Upload your own

IAB Social Media Net café- Notes

Last Thursday I introduced the first Social Media Net Café for IAB Belgium. 112 attendees- average presence for a hot topic and for me definitely my biggest audience ever (Im not precisely a showwoman :). I wanted to do it a bit differently: after pointing out my key messages I introduced the 4 other speakers as an illustration of the flow marketers could keep in mind to remember the 'big picture of Social Media (more in following post). Here's how my intro sounded like:

• I started by pointing out my own mistake i.e. entering SM by the little door of blogging, focusing on one tool only makes me miss the big picture for a couple of months. I notice the same mistake in the majority of my clients' approach today. Picking up one or two tools, they completely miss the big picture of SM and lose time - money and trust too- in developing a successful approach to SM.
• Then I showed this slide, mentioning that 90% of the presentations I attended on SM start with this picture. I admitted mine too till I realised showing this slide would be answering my clients' first question: "which ones shall I be using?". And this is not the good question to start with. First question should not be focused on tools.
• I then switched to this picture Laura Fitton showed us at Going Solo. I guess I use it with a similar meaning as the one she meant as I remember precisely when I took a note while listening to her to use this to make the strategic framework crystal clear:  don't focus on the tools/the ingredients. Focus on the benefit you're going to deliver to your audience (which might just be as for this cookie brand, never an ordinary day again). The first good question is focused on people and objectives. Thats when I mentioned briefly the POST framework.
• But before starting with the POST framework, I urged them to check one more thing. If they plan to join the party out there with this mindset - here comes slide 3, also stole from Laura's presa- they're not going to have fun, and neither will the other participants. " Make sure you 're ready to see what is out there to be seen, hear what is out there to be heard, talk with who is out there willing to talk with you" . Which made it a perfect transition to Attentio monitoring business case.

I guess it was kind of surprising as a lot of people would have expected numbers, tools' description, impact, reach and so on. I felt I really have to stress this key messages though. While it minds sound obvious when you read it, believe me, the gap is huge between theoritical know-how/ evidence and practical approach. Thanks to @pistachio for visual inspiration ;)

Belgian marketers quotes on Social Media

Working on the Net Café on Social Media I'm organising for the IAB Belgium tonight. Was greatly inspired by all the recent talks I had on the subject with a couple of people I admire a lot (more on this after the IAB- want to keep content fresh for the audience ;). Was also greatly inspired by all the talks I had with existing clients or prospects. Thought about it before but gave me the idea to share some of the comments I got from my meetings. Some have made me laugh loud, some almost cry out of despair, some have proned more interesting discussions or thinking on my side to see how/what I should explain to answer them. Just decided to create a new category to share inspiring or not so inspiring quotes with you. The idea is to share a mindset not too make fun out of a particular person, so its going to be nameless obviously.

If you have some you'd like to share, shoot in the comments or by e-mail I'll publish them.
My favorites right now:
Quote 1
Me: "what are your objectives? " Him "nothing specific". Me "your audience? Him "Not defined".

Quote2

" Why should we care? Marketing existed well before bloggers".

Quote3

"Bloggers are paranoid people".

Quote4

First contact, e-mail brief: "My client wants to create a Facebook group. Develop a blog. Reach out to  possible audience on YouTube. Can you send us a price estimate?  For tomorrow? Thanks!"

Attending Going Solo

If you want to see where I'm for a couple of days, follow the guide . Coming back in a couple of days with hopefully new videos of freelancers in the connected world ;-)

WOM Conference : Viral, Buzz & Influential Market

   

| View | Upload your own

Wow, thats a pretty fast 'embed' feature...Would have like to introduce it, choose a category, add tags,.. but ok, here you go, Emmanuel Vivier's presentation from the Marketing 2.0 Conference. Inspiring and when attended, very energizing ;)

Advices from market leaders

Last week I attended Marketing 2.0 Conference in Paris. Great opportunity to meet new persons who are part of the leaders in the buzz market like Emmanuel Vivier, CEO of Vanksen group and to catch up with a couple of great marketing speakers and persons like Mary Beth Kemp, Forrester principal analyst. I stole a couple of minutes from their busy agendas to ask them recommendations for marketers willing to 'begin a Social Media effort' as opposed to' launch a social media campaign'. In the first video below, Mary Beth is explaining Forrester POST approach. POST stands for People, Objectives, Strategy, Technology. If it should stand for only one key message it would be this one: don't start at the end of the process thinking technology is key. Getting to know how your audience is engaging - or not- with existing social platforms and defining objectives are the success factors to determine the foundations of your strategy, then chose the social tools you're going to tap into or develop for your own community. Mary Beth is also referring to the Social Technographics Forrester has been working on: great tool to understand and categorize how consumers are behaving online. For more info on the topic, I advice you to read the Groundswell blog and contact Mary Beth. Start by listening to her 3 min wrap up : Mary Beth Kemp, Forrester Principal Analyst from Rolling Talks on Vimeo. As for Emmanuel, I challenged him at the end of those 2 hectic days with the uneasy task to sum up his inspiring 1 hour long presentation featuring best buzz campaigns. He did a great job doing so in a bit more than 8 min. No magic formula, but a couple of viral successful ingredients based on his wide experience with a number of brilliant campaigns. Worth listening till the end.
Emmanuel Vivier, CEO Vanksen group from Rolling Talks on Vimeo.

Girls, you're beautiful

Before dashing to Paris for the Marketing 2.0 Conference, I wanted to quickly wrap up the Forum Jump I attended last Friday and Saturday. Quite a different experience for me this year as I was 'back stage',  running from one speaker to an other to record videos interviews along with Sabine. One experience kept the same perfume: I met and discussed with very inspiring women from Adrienne Axler-  Sodexho so human CEO, confirmed by one of my male friend working over there- to writer Lulu Wang and Marie Bejot founder of Oenobiol (Martinette before you asked: no, no samples :-), and thats just to name a few of the guest speakers. Adrienne would be a great mentor and definitely an example to follow. Her passionate behavior echoes mine, jumping from one moment to the other lead by her heart, no business plan nor objective whatsoever. And yes! it seems to be working just fine :-) As for the key points, I loved the 100% american energy radiating from Lois Frankel. The wonderful 'you'll tell them to go to hell and they'll look forward to the trip" alone made it worth it :-) Nothing feminist here (like nowhere in this event, but thats my own perception), it can be apply to you guys too :-) After dedicating her new book 'Nice girls don't get rich' she waved you goodbye with a very assertive 'Get rich' order-like advice. I've always wanted to have first fun in my job. But for once I'm willing to try and consider the order. Will make it 'have fun & get rich' :-) Good timing to practice: this week conference in Paris is subtitled: 'how to make money from web 2.0 :-) BTW, probably going to twitter it rather than blog it; I become lazy carrying my Mac over in such places. Last words will go to Clo who fortunately catches the magic of the event like I did last year. Who you are and what you want to be when you attend Forum Jump can make it a complete different event. Worth a 3rd edition for me, thats for sure. Thanks Isa.

Clo Willaerts @ Forum Jump from Rolling Talks on Vimeo.