"If you find yourself in a comfort zone, you're probably parked illegally."
| Hanging out during a break |
| Nathalie Omori on categorizing Chinese wealth |
Voici la deuxième - et dernière, je vous rassure tout de suite :) - partie de mon interview pendant la conférence sur la gestion de communauté et des réseaux sociaux à Neuchatel le 18 avril dernier. Dans ce segment, je réponds aux questions suivantes de Contenu&Cie:
"Well I'm not surprised to realize now that you prioritize human contact - but in fact, it's a sales technique with a new face, which is likely to succeed as so many people these days are feeling left out."It turns out that, in the social media ROI polemic often taking place these days, my mom is more in tune with the Olivier Blanchard's no-nonsense, "show me the money" school of thought than Gary V's "show me the loving" more "emotional" approach. The optimal approach is probably a combination of the two.
I'd be interested to hear (read) what your perception of "real world experience of shopping" for luxury items might be?Simon:
...Visually stimulating, everything about luxury caries with it stunning imagery in design, makes you feel important, loved, special and valued. I believe people need to feel that they have personal value. Some seek this through the association of items that are considered scarce and special. Entering a visually stimulating boutique and being cared for personally by a trained assistant who is focused totally on me...Everything Simon describes has to do with self-worth and being "cared for" - Here's the deal: it's really not about the product! Luxury is in the human contact. We've become such self-contained, isolated pods in a mass-media world, that genuine and crafted interaction with our peers has become a luxury. This is why community has become so important again. And why "social media" is quickly replacing traditional push marketing - especially in the luxury segments. We're out there to sell love baby! :)
When I was an Israeli paratrooper a general stopped by to give us a little speech about strategy. In infantry battles, he told us, there is only one strategy: Fire and Motion. You move towards the enemy while firing your weapon. The firing forces him to keep his head down so he can't fire at you. The motion allows you to conquer territory and get closer to your enemy, where your shots are much more likely to hit their target. If you're not moving, the enemy gets to decide what happens, which is not a good thing. If you're not firing, the enemy will fire at you, pinning you down. I remembered this for a long time. I noticed how almost every kind of military strategy, from air force dogfights to large scale naval maneuvers, is based on the idea of Fire and Motion. It took me another fifteen years to realize that the principle of Fire and Motion is how you get things done in life.Re-reading this also reminded me of a much more recent article by Bill James - another brainy social media dude. Bill's premise is simple: why are we spending so much time and effort trying to figure out a sales and revenue ROI model for social media, when in fact the real ROI at this transitional stage can only be gauged in terms of online market penetration? In other words, if brand X fails to engage customers where they predominantly interact, namely online, then brand Y will do so, and eat its lunch in the process. So the "R" in ROI is simply the privilege of not becoming obsolete. So simple a child can get it - why so few "experts" or CEOs do is beyond me.
Avant de commencer la conférence sur la gestion de communauté dans le luxe (entre autres) le 18 avril dernier, l'equippe de Contenu & Cie en a profité pour ajouter a son excellente collection d'interviews "express" 6 minutes et 28 secondes de questions-réponses avec moi, ce qui etait tres sympa de leur part. Voici donc le résultat. N'hésitez pas a m'envoyer des commentaires, le feedback est important. Merci!
Attention, ceci n'est pas vraiment un blog.
Non, il s'agit en fait simplement de partager avec vous la vidéo de cette soirée mémorable du community management mentionnée ici. Les professionels de Contenu & Cie on encore une fois bien fait leur travail et ont capturé les moments clés de la présentation. Comme on dit chez nous, enjoy the show! :)
"Svpply exists to reinvent retail online, and we're gunning for Amazon. Our users are dedicated, our team is tiny, and we’re looking to build this thing into a monster."Right there and then, I didn't even bother reading further - I know these guys are going to kick ass or die trying. Why? Couple reasons:
"In our rush to amass friend and followers...we're assembled online social communities that are so loud and so constant, that it's become difficult to use them for more then mundane conversations."And that's if you're lucky I'd say. The post then discussed the alternative, namely private "intimate" social networks and their genesis, naming Beluga and GroupMe as examples. In the luxury world, you have several such "private" networks as well. ASW is an invitation-only platform. It has a dedicated watch forum. GILT is semi-private. LuxurySociety is invite-only with a B2B focus. Just to name a few.
"We’ve also jumped around a lot because we’re super ADHD and often come from non-traditional background. Basically we’re about as stable as circus freaks."But only because in my experience, I've found social media people - and community managers in particular - to be very calm and stable, especially under fire. And quite the opposite of "hyperactive" or "freakish". Maybe that's why women seem to be so well-suited to (and recruited into) CM jobs recently - something I've been pondering as well lately.
