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My Webcom Montreal 2009 Conference

On 13 May took place the Webcom. I had the pleasure to present a conference I changed the title at the last minute and respond to constant demands of my fans (just kidding ... I know that Twitter has been off during this portion of the day I want to share the contents of the conference with those who could not be there), I propose you an excerpt from my notes.

Note that I added some words to make sentences a little more complete but I have not worked all under the traditional format of a ticket ... you must imagine that I am here and I tell you a story!

If you do not have enough and you want to know how Vallier Lapierre and I have compared the marketing 2.0 to Love, I invite you to listen to the post-conference interview.

So ... Let's go!

How crisis and Web 2.0 will change the way you do marketing!

The conclusion (so what!) Of my lecture is:

The collision between changes in how people consume, consumer behavior, and accessibility of web tools 2.0 for these same consumers are that your business must reinvent its business model and its ways of marketing.

That's the so what!

Let's put it in context ... talking and Web Marketing a moment ...

If you're my age or even younger you do not really use the Internet diligently at your LAC ... (Invented in 89 but having won the public interest in 94). For my part, I do my Masters in 2000 when he went there was the Internet but there was still no Facebook (founded in 2004 but only opened to all since Sept. 26, 2006), Twitter (founded in 2006 but popular since late 2007 early 2008) and blogs, although growth was not yet mainstream.

So in the last 5 years he has spent what ... where are we?

According to Universal McCann - There are over 200 million blogs and 2 times more people who read ...

Approximately the same number of Facebook accounts, 200 million.

According to eMarketer between 8-10 million profiles Twitter.

There are literally been an explosion of flavor 2.0 sites and use and it is normal that you are not comfortable completely with the impact of all this on your business model.

In parallel with this hyper-connectivity, there was an exacerbation of individualism.

As mentioned Marc Desjardins in a Facebook status - Just as the Web is a vast nutrient democracy ... so that is a potent stimulant of vanity.

You can always argue about where "our world goes' with your friends over a glass of wine, as entrepreneurs and marketers, you should see the trend and instead ask how you adapt your business to this reality.

The Marketing crisis

Until recently it's as if people assumed that abundance is normal and many people are heavily in debt, not just the U.S. but here too.

According to The Economist, one result of the crisis is that today's consumers seem to rebel against consumerism and the me-tu-vu.

Obviously one can understand the ras-le-bol to bonuses paid to executives of companies in difficulty as Abitibi Bowater, accounting scandals and the billions made to carmakers and more locally against seizures 'ethical and governance within our various levels of governments.

Moreover, according to a recent survey conducted by the Boston Consulting Group among 15,000 consumers over half of respondents say the U.S. and Europe that the crisis has increased over financial distrust of big business.

Finally, a study by Harris Interactive says that 66% of U.S. Internet users found that advertising agencies are responsible for the crisis because they influence people to buy things they can not not afford.

If one adds to this reality that:

"In 1965, 80 percent of adults Could Be Reached With Three 60 second TV spots. Today it Requires 117 prime time commercials to Produce The Same result. "

Jim Stengel, Global Marketing Officer, P & G

It becomes clear that we must move away from mass marketing as the sole communication tool.

So in that context, companies will increasingly show that they care about consumer concerns.

They should be more transparent because it will be increasingly difficult pour les marques de berner les consommateurs… ex : Loblaws (producteurs locaux et sacs « verts »), Bixi.

 

Par ailleurs, la confiance envers les grandes entreprises étant minée, les gens accorderont encore plus d’importance aux recommandations de leurs amis.  

 

La crise accélérera donc le recours aux médias sociaux comme les blogues et les sites de réseautage social.

 

And you see the loop is looped The crash crisis ... and Web 2.0 ...

Again, your company must reinvent its business model and way of doing marketing.

ignored this reality at your peril!

But beware, social media, it's not snake oil.

 

Perso, suis tannée des gourous qui disent le Web 2.0 va sauver votre compagnie.

 

Tout doit être revu – Produit, Service à la clientèle, Prix, Distribution, Promotion, Communications, TOUT!

 

Je répète… ajouter du shopping en ligne, du blogging, SEO, SEM, Facebook, Twitter, alouette à votre mauvais produit ou votre mauvaise offre, ne le rendra pas bon ou relevant.

You do not have to change your website for only a blog but you may need to change your organization, your mission, your structure, how you make decisions.

At the tactical level - Three priorities.

Product

It must deliver what it promises. Period.

In a world increasingly clear consumers will be able to identify and avoid products ... disappointing. The new tools do not require the best marketing in the limited sense of "promotions" but demand for better products, better services, thus better organizations

That does not mean that there is more room for brands and products "mass" and that only the craftsmen survive ...

Here's an example:

The Converse All Star were born in 1917.

But today I can order them in color, pattern, shoe, etc.. I want ... this is the reinvention ... supply but also the production and distribution.

Results: Since 2003, the turnover of the company rose from 200 to 720 million dollars.

While "mass" within the meaning of average revenue for the average person no longer works - the "big idea" should be in the product itself.

Customer

The customer should be central to the organization, decisions, not the periphery ... Seems obvious ... You Patricia told me but it's a tactic that dates back 20 years ... Name me 5 companies there ... there ... that do that ...

Loblaws? Bell? Hydro-Quebec? Royal Bank? Your car dealer?

He is now gone are the days of good intentions it is now your survival as an organization of Stagger your brand with the needs of your customers.

The marketing department should become the voices that challenge the tradition that makes your company does not believe that bottom line et au prochain trimestre.  

Par contre, encore une fois avant d’ajouter la sauce 2.0 à votre compagnie répondez aux questions suivantes…

Comme percevez-vous les appels de vos clients à votre service à la clientèle, les emails, lettres reçus?

 

Un problème ou une opportunité?

 

D’abord, est-ce qu’il y a moyen de vous parler ou est-ce une RVI de l’enfer? And you, as head of marketing, that's how long you have talked to a customer ... not in a focus group where you paid the "guinea pig" ... a true customer who called you ... how long you do not yourself ... responded to an email

Considering it increasingly difficult to reach customers in push (TV, radio etc.) is ... given the lack of attention we were talking about earlier ... it is amazing how hard it is to talk Business ... when a customer calls us it should be celebrating ... we can finally talk ...

Web 2.0 multiplies for customers to speak ... wonderful! Wonderful ... if only you are organized to meet them and discuss with them ... if you can be honest and if your employees are empowered to solve problems ...

If not ... and the answer is probably not ... We need to review all processes and systems and focus on the customer. Again, we must return to the base of the organization and its processes.

times I've talked about hyper connectivity as well as exacerbation of individualism. Several things have changed but not human nature ... 99.94% of our DNA is identical ... for better or for worse ...

While humans want?

Love, gratitude, sense of accomplishment, connections, respect.

And social media meet many of these needs. But we need your business "Truly Cares!

measures ...

passionately I hate the phrase that says: "I know that 50% of my marketing budget is spent in vain but I do not know which one!

revenues should communicate your mission and the marketing link between marketing and the results should be more clearly defined.

Building the brand should NOT be your number one goal. Build a product / service that meets the needs of your customers, generate revenue by making the brand and will not ... in reverse.

There must be a balance between creativity and analysis. It is important to have new ideas but not without measuring results.

In a post from February I talked to a study by Marketing Charts that over 50% of marketers do not use analysis tools for their online campaigns ... What sad news!

It seems that older monkeys (YOU) do not want to learn new tricks and old Marketers used to spend huge amounts of $ on advertising without being able to measure the impact of continuing to invest precious dollars without bothering to measure results so that's one of the strengths of internet marketing.

Also 62% plan to increase their spending on internet marketing ...

No thinking, just sheep who follow the trends!

It is high time that our profession will be a duty to plan, measure, fit, etc.. ROI Marketing should not be the exception but the rule.

All this need not be long, no need drive ... perfect, measure, adjust, repeat ... As tech start-ups!

Not sexy ... means that you possibly hire statisticians and analysts not just creative ... Means that you must talk to the real world ... not just to agencies by Means cons that marketing must become central to your organization.

And Web 2.0 in all this ... you can not ignore it ... but so do the exercise to integrate in your product and service rather than simply add it on top of an organization deficient.

Thanks ...

So, if you were in my conference and wish to add your two cents please certainly not.

In a different vein, if you want to know what was happening behind the scenes of this serious conference, go take a look at ticket Caroline Allard !

Calculate Kitchen Hood Cfm

Seth Godin

Wednesday, April 22 took place the day Infopresse 360 with as keynote speaker Seth Godin.

I was invited as a blogger by Infopresse and here is a short summary of the day.

In full transparency, I stayed on my hunger and if I paid for my place I was disappointed. Other bloggers who were with me also felt we were served a rehash. However, for a less informed, the conference could potentially have some good ideas being considered but I do not think the speakers have tailored their presentations to a room consisting primarily of participants from around the comm and advertising.

Speakers who have spoken before me Seth bored. Three of them have been widely discussed figures linked to the crisis current financial seasoned tips. And fourth, Tony Chapman, has second helping of the usual recipe web guru ... I'm good ... my box has a viral video ... we never knew what were the benefits for the product but it does not seem to is important ...

Regarding Seth Godin, I must begin by saying that I read with great interest his blog entries as well as the books he publishes. I'm "sold" the product. Moreover, it is a very clever storyteller who captivates an audience.

Here quelques extraits de sa conférence glanés dans mes notes, dans mes tweets et ceux de mes co-twitterer!

• The internet is an obligation to stop making average products not a new tool to market average products
  
• Remarkable means worth making a remark about... make a product worth talking about.
  
• We are living a full fledge industrial revolution – the only one we will see while we are alive.
• Internet does not care if you show up (as an advertiser).  It is the first media to do that in 100 years.  It is the only media that won’t die if you don’t advertise.
  
• If you are not present where people look for you; you are invisibleAverage product need mass media 
  
• Marketing has to stop being about interrupting ideas 
  
• The model that says you can interrupt your way to success does not work anymore. Some companies trying to get through the clutter by producing more stuff. Ex: Coke Japan launches a new product every 21 days
  
• Marketing is about spreading ideas 
  
• Ideas that spread win 
  
• If you don't love it, don't market it
  
• We've entered the era of emotional marketing
  
• What marketing is now is leadership – people and ideas
• Tribes are what matter now 
Tell a story
• Connect a tribe
• You Need 1000 true fans
• Leaders Do not Need charisma to start with ... Because THEY THEY get well lead charisma

Interesting for those who do not know Seth, unfortunately nothing new for those who are already readers of its publications.

For another summary of the day, I invite you to read the blog JS Chouinard .

I also know that Sebastien Provencher had the opportunity to have a meeting one-on-one with Seth, we therefore look forward to his ticket as I have mentioned more learned during his brief meeting that during the conference to follow here ... .

Only Two Black And One Red Wire

Interview with UJJEF

I recently gave an interview to the UJJEF . In their own words:

The UJJEF - Business Communication and is the hub of reflection, training and exchange of all professionals in corporate communications. It brings together around its missions, tous ses acteurs (directeurs, responsables de la communication des entreprises et des collectivités territoriales, agences, cabinets et sociétés d’études, journalistes, photographes, illustrateurs, maquettistes, webmasters…) et se donne pour ambition de participer au développement et à la valorisation de la communication d’entreprise en toute efficacité et crédibilité.

Au passage, nous avons discuté Webcom Montréal et Exvisu.  Je vous invite à lire interview if you want to know what I think of the following questions:

• How loyal readers today the press while it continues to predict an end?

Or it goes back to the need to develop online newspapers?

To begin with, that should we not do on the web?

• The position of the journalist is necessarily influenced by its new modes of participation as the multiplicity of information flow?
• Yes, but that voice still scares many companies in France, demonstrated the difficulty of inserting social networks ...

And internally?

• behind this resistance to new technology, may prove there not also a true cultural and generational problem?

And what are its limits?

• crisis How can it become a source of editorial innovation, which is the theme of your next conference at Webcom Montreal on May 13?
• More generally, what is the maturity of the corporate website (North American development of contents, evaluation of its communication activities on the web ...)

An anecdote ... my brother, the eldest of the family, after reading the interview sent me the following comment via email ...

In my :"... It is still run by men 50 years white collar !..."

He asks me: "From blue Mao collar is better?"

Note: formatting problem on that note - sorry!

Jennifer Kydd And Steve Byers Couple

Webcom Montréal - May 13, 2009

You are passionate about innovation, marketing, web, communication companies ... Do not miss the conference Webcom Montreal's the !

I told you about early March and informed you that I had the privilege of giving a lecture .

Having spent few hours planning my speech this weekend, I told myself that this would be appropriate to give you a little reminder ... it is in less than a month ... I'll talk changes ... (A mild obsession these days!) Issue that your organization does not become a dinosaur !

My talk is titled "Marketing: Crisis as a source of innovation" and here is the description:

You can not simply rely on marketing methods traditional and mass media. However, blindly implement all the new marketing tactics plus.Pour 2.0 will not work through the crisis successfully, it is critical to rethink every aspect of your customer interactions including customer service and ultimately, the product itself. The challenge is to rethink the relationship with customers from A to Z. Your customers will tell you what they want if you allow them. In fact, they tell you already! To be successful in implementing marketing techniques 2.0, a company needs to rethink its business practices in general. In summary, it is important to use the crisis as a source of innovation, and to take advantage changes in society and technology today to review the way you do business and use the crisis as a lever for organizational growth.

For registration here.

Hope to see you there.