Here are all of the posts tagged ‘Marketing 2.0 Paris’.
Over the last few years, social media has had a huge impact on my life. From discovering blogs to meeting a tremendous amount of very interesting people through social networking (to the extent of quitting my last job to work in social media!). And the two days at the Marketing 2.0 conference were no different to this – it was a chance to meet in real life the people I was already connected to through social media; hence the very late night with @luckthelady, @branislavperic, @digitalizer, @armano and @fredcavazza which Robin kindly pointed out on Wednesday morning…
Photo: Luck the Lady
The second day of the Marketing 2.0 started on with a very interesting talk about Micro Interactions by David Armano. Ever experienced a Micro Interaction? Micro Interactions can take various forms. For example, you say something about a brand online and turns out the brand was listening to you and, even better, they respond, and you’re amazed?! Yes, as you can see, this is one of the things we do with Skype and, as David Armano was pointing out, because people would rather talk to people than brands, Twitter is a way to offer an alternative to annoying automated customer services and interact as a human with individuals. Still according to David, this is where you see the concept of ‘brandividuals’ appearing – take Scott Monty for example: on Twitter, in addition to being ‘a husband, dad and generally a nice guy’, @ScottMonty is the human face of Ford; he’s a brandividual, the individual who enables a direct engagement with the Ford brand.
But back to ‘micro interactions’. In some ways, the following speaker, Stephen Eric from Crispin Porter + Bogusky also touched on the ‘micro interactions’ subject with the concept of small [micro] ideas: ‘start small, experiment, explore multiple ideas, find a momentum’. A very inspiring talk in this area of economic recession: Stephen insisted that ‘small ideas [micro ideas] take the pressure of big ideas’ and he illustrated this with the whole ‘King’ idea for Burger King: it was supposed to be a one off, the client approved it because it was a small idea. Nowadays, the King is a success which has even featured in video games.
Another very interesting talk was the one of Jeremy Dumont, Strategy Planning Manager at Pourquoi Tu Cours, about 2009 trends like the concepts of open identity (your life is public online), co-construction identity (your friends take part in your identity through comments), acting identity (you are what you do – Twitter, Facebook statuses), but also with a new sense of proximity with people like us (they’re not your friends, you might have never met them but you share something, a passion, a subject and you engage with them through online networks).
I have to say I very much like the concept of ‘Acting Identity’: ‘You Are What You Do’ is probably the way I will explain Twitter nowadays!
I have a feeling Sandrine’s report from day 2 of the Marketing 2.0 conference in Paris may be a little late:
Some of us weren’t lucky enough to get a chance to meet ‘la crème de la crème’ of social media at SXSW, but after my first day at the Marketing 2.0 Conference in Paris, I feel that I’ve had the chance to mingle with some of the top social media and marketing people. Shame the WiFi was non-existent once again at a French conference - I guess US folks must think WiFi hasn’t been invented yet in France!
But back to the conference, the impressive list of speakers and what this first day was all about. Much was said about the fact that people trust their peers more than they trust brands or advertising. Scott Monty at Ford, Alex Hunter at Virgin and Georges-Edouard Dias at L’Oreal all insisted on that notion and went into the details on what this meant for their company and the notion of ‘conversation’ was once again on everyone’s mind. For Scott Monty at Ford, conversation is indeed what it all comes down to: social media is an opportunity to prove to individuals that you’re listening to them; it’s about building a relationship with people and humanising the company. For Charlie Schick, at Nokia, the web is a conversation channel and brands must participate in conversations.
What’s interesting from our point of view at We Are Social is that the concept of conversation is clearly emerging – when Robin and Nathan set up We Are Social and established it as a ‘conversation agency’, it was in some way ‘groundbreaking’. It now looks like the Forrester Connected Agency report’s predictions that ‘facilitating conversations for its clients will become the new role of an agency’ is now a reality, which is great for us as a business as more and more brands will understand the importance of being conversational. And clearly when Charlie Schick at Nokia explains that social media is the voice of a brand, this really reflects what we do for Skype: not only do we help them with strategic consultancy and social media monitoring, but we are also the voice of Skype: my colleague Peter is Skype’s blogger and he’s also @PeteratSkype on Twitter, managing their reputation online through conversation. Similarly, the This is Now campaign for the Ford Fiesta we’ve been working on for the last 6 months has all been about the conversations we’ve created.
But back to my favourite word for 2009: ROI… If social media is about building relationships with people and engaging in conversations in social media, how, as a brand, you measure your ROI? As an agency we have a fairly advanced approach, but I guess I was interested to hear about how these brands approached it. I very much like Scott Monty’s answer: ROI is very much a campaign-based approach vs. a long term commitment and an opportunity to build a relationship with people. And he went further and added “What’s the ROI of putting your pants on in the morning?”, along with a joke about how campaign-based ROI can be measured through HITS: How Idiots Track Success. Nevertheless, in real life, and especially in this period of recession, we know that ROI is important to clients but it’s great to see brands are taking a longer term interest with building relationship with people. Olivier Hascoat at MySpace insisted on that concept again: ‘stop campaigning and make a long term commitment’.
All in all, a very promising first day! As I’m publishing this, Day 2 has started and it’s already looking as exciting…