ErgonomiA.ca

Chris Brogan constitue ‘LA’ Conférence très attendue de tous en ce 21 avril 2010 au #RDVWeb d’Infopresse. Comme j’ai twitté toute la journée les différents highlights des précédentes conférences, j’ai choisi de réserver celle-ci pour le blogue Et comme je suis pas mal certaine qu’il va nous parler de ‘trust agents’ en long et en large (surpris?), je me suis permise un jeu de mot bien facile avec mon titre…Jeu de mot et jeu de défi en fait, car comme tous ces grands noms qui nous ‘visitent’, j’aime bien sentir la personne derrière la pensée et le nouveau marketing qu’il vient nous vendre.

Je suis sûre de ne pas avoir la chance de commenter en même temps que j’écoute si je ne veux pas en perdre une miette, mais je vous propose au moins de vous rapporter ‘en direct’ les éléments clés que j’en retiens au fur et à mesure.
Bonne lecture!

Bon voilà les quelques mots de français viennent d’être sortis…on va pouvoir commencer

Prez intro
Interesting times: something like a new recipe for which you have to build the restaurant…
…but nothing’s new: 100 years ago, I would tell you how the phone is great and your boss would deny saying why would we need the phone?
SM tools are the new phones…

Paper and pencil prez written in the plane…never gives a prez twice…(can I trust that one U think?

level-setting
the tools don’t matter, Twitter, FB,…they’re already obsolete, no bike ever won the tour de France!

lead-generation
Beware: friends are not leads because leads lead to business (but still, for what I know Chris regularly invites everyone to connect on LinkedIN via @Chrisbrogan)
so the real Q is where are U making your money?
don’t get tricked: Newspaper people don’t make money on content but on advertising
(reminds me of a recent post he made on his blogue about business models analysing some of his)
So U wonder: What true lead generation means for example? Old style effective lead generation…
Showing the top left buttons on his site, Chris asks: do U make your site direct on the real call to actions?
Content marketing based on writing interesting content to interest people in my business and leads which can come from clients as well as from competitors & co-opetitors = Outposts
Reach out to the outposts!
Social web time: if you have 2 hours to devote to it…split this 20-60-20 (half hour: for reading, 1 hour for connecting, last half hour for publishing)

What about Content?
your white paper is just as good as anyone else’s…and will be downloaded in a when I get time directory…
So! Make it portable to be shared as often as it can and maybe read/seen/listened to…
Q: What do mafia and Walmart have in common? – A: Distribution and circumventing its systems
Sharable content is a matter of distribution: distribution of your Web ‘tiny stamp’ to get a share of other’s Web real estates…
In that perspective: email is still in, becauze still most effective distribution channel…yes and inherently ‘portable’…

Chris gives Montreal community some advice:
-flag your content outside of your bubble
-light up the location! : very hard to find this (Infopresse) event on the Web even with google translation…
-Julien Smith is co-author of ‘Trust agents’… and a Montrealer known outside
-Cirque du Soleil understood that and is a great example/model

It’s all about favors and respect…which U know already… but how does it work?
We buy from people that we like: the people we do business with are more important in the business decision than the $$
Sexy data
“U live or die by Ur DATABASE” quote from former associate at Vodaphone
Nurture your DB daily…or it will be hard to ask favors…ex. wish Happy Birthday to your FB friends on any platform but FB where they won’t expect it…to add value to the little attention…these details build the relationships and are all the more true with SM! It’s a SOCIAL web…

Q&A at the end:
Q-content format?
A-Great kind of Highlander Q: can there be only one? Crhis adds #Nerdjoke…
A-very rare occasions where U can only do one sort and win since search crawlers need something to do during the day…

and as a final word in French…Merci!

Conclusion? On peut avoir confiance que Chris Brogan est un bon agent de conférence!! )

Je remercie Sylvain Sénécal et la Chaire de commerce électronique RBC Groupe Financier de HEC Montréal, de m’avoir permis d’assister à cette journée de conférence Infopresse.

U.S. Navy: Social Media Integration & Strategy, presented by Scott McIlnay from GasPedal on Vimeo.

À la super conférence BlogWell à San Diego il y a deux mois cette année, ce fut la présentation de l’étude de cas unique de la U.S. Navy: “Social Media Integration & Strategy,” par le Directeur lui-même de la fameuse ‘Emerging Media Integration’, Scott McIlnay, qui a expliqué comment ‘they’re engaging and managing all of their social media stakeholders’, en suivant des guidelines de base aussi bien qu’en établissant leurs règles propres aux besoins de l’armée américaine, afin d’aider les hauts dirigeants de l’armée à collaborer avec les médias sociaux, aussi bien qu’en favorisant les échanges avec les mères d’enfants issus de membres de cette armée (traduction du résumé de la présentation).

“To be successful, you need to shift your mindset from social media to social strategy. A good social strategy essentially uses the same principles that made online social networks attractive in the first place, by solving social failures in the offline world. Firms should begin to do the same and help people fulfill their social needs online.

Professor Mikolaj Jan Piskorski, is an associate professor and a Marvin Bower Fellow in the Strategy unit at Harvard Business School. I believe he provides us with his a fresh look into social network sites with his research work, and I would like to share it with you.

There is not a single day passing lately, without online media titles from SEW through ClickZ or Brandweek, suggesting “how-to’s” with SNS. Basically, they all end up encouraging tactical use of SNS to readers, knowing that approaching these tantalizing markets is very attractive to business leaders of all walks: ‘Let’s talk to people on Twitter or let’s have a Facebook page or let’s advertise.’

“And these are good first steps but they are nowhere close to a social strategy”, adds professor Piskorski. But it is as if, basic knowledge of consumers’ behavior is suddenly forgotten, meaning that consumers are often more interested by the social advantage a product can offer than by the mere functional benefit it is supposed to provide them…This is the basic principle used by advertising itself to address consumers!

Social media is powerful but bound to the potential of a technological mean. It is very useful to help and leverage group dynamics, not become a substitute for them.

In this perspective, I fully adhere to the following statement: “Firms will need to start making changes to the products themselves to make them more social“. The products are the mere pretexts for socializing. The tangible vehicles to express, build and maintain our social links.

This is food for thoughts, I encourage you to read the full article “Understanding Users of Social Networks” by Sean Silverthorne, from Harvard’s most recent issue of Working Knowledge. Sean actually interviews prof. Piskorski on his latest research projects on SNS users and interesting valuable results are also mentionned regarding what content woorks best (i.e.; photos!) and gender differencesin SNS uses which I do not cover in this post.

Working Knowledge is Harvard’s site section and newsletter destined to give a first look at faculty research, a concept I love and would like to see promoted within all universities! Something HEC Montréal puts forward in an interesting way in its Gestion magazine, where most of the articles presented are based on studies and research programs led by HEC Montréal professors. Such initiatives to share and transfer the knowledge is a very useful way to bridge with Quebec’s business community and the international business community at large.

The citizen journalists of SMCLA met face to face with a panel of professional journalists this week at the Mahalo offices in Santa Monica to discuss “Citizen Journalism: How Social Media Effects How We Report and Consume News“

I recommend you read the full recap of the event but here are the main topics discussed:

A very long but extremely rich presentation by Dr Robin Teigland (Associate Professorat at the Stockholm School of Economics (SSE) in Sweden). Seen on my friend and colleague Kam’s blog: Pear to Pear (also in my blogroll!

Alex Brown’s Passion for the Welfare of Horses as a case study on how to use social media strategically to build a strong community to get things moving against horse slaughter. From a strong mission statement to leveraging social networks through goals (i.e.; Facebook, YouTube, Twitter), strategic choices and various tactics based on experimenting with the tools for hits-and-misses (e.g.; blogs and MySpace), you listen to about 30mn of what I consider some great humble transparency about a small project which became big through incremental small steps.

Interview made for the online magazine Knowledge@Wharton

Good interview content to link with Liana Evans‘ article from Search Engine Watch: What are your social medias goals?

Here are the Rising Sun Start-up Rally finalists!

Here is from Mashable: The Social Media Guide, Ben Parr’s excellent post (04/05/2009) introduction to start with:

“Silicon Valley isn’t the only place that’s a hotbed for social media and web entrepreneurship: Europe is filled with skilled entrepreneurs and successful startups.

Today, Mashable is exclusively announcing the 19 finalists in a European startup competition, selected by a panel including Amazon CTO Werner Vogels.

It’s all part of the 2009 Next Web Conference in Amsterdam this month, which gathers together Europe’s tech community and brings it some well-deserved international attention.

One element of the conference is the Rising Sun Startup Rally, giving the very best startups a chance to make their pitches to the audience (most will also launch at the conference, so their products are not yet publicly accessible). Four more startups will be chosen to present through a public voting process.

So without further ado, the 19 web startups to watch this year…“

Étude sur l’utilisation des médias sociaux au Canada auprès de plus de 1500 consommateurs et professionnels de relations publiques, réalisée par le CNW Group et Léger Marketing:

Voici un “Sneak preview” des résultats, ou pour avoir accès au rapport complet, on peut s’inscrire à un Webinar le 29 avril 2009

Along with other less succesful examples, “Social Community: Free Pancakes Anyone?” relates Starbuck’s latest national ad campaign “If you vote, Starbuck’s buy you coffe“, so brilliantly taking advantage of their well-known Starbucks recycled brown paper coffee sleeve with their covered branding, and the presidential voting day’s extraordinary heightened sense of community belonging, to make social media work for them with freebies. The dual message was “we care about the environment and we care about the country”. Vote and come to our store.

Enjoy the lesson!