Once in a while, a business book appears which changes your perception on things for ever. Such business books are inspirational (Crossing the chasm in 1992 for instance), some are critical (such as Scott Berkun’s myths of innovation) and some just take you back to basics. This is the case with Byron Sharp’s “how brands grow” (Oxford – 2010), an opus which unfortunately didn’t get enough attention and is even sometimes wrongfully dismissed as scientific claptrap. I must admit that I enjoyed the book thoroughly, even though some of its conclusions did puzzle me a bit. I suppose that these will lead to more investigations, since some of the evidence presented in the book and some of the conclusions based on such evidence (mostly in chapter 7) are very counterintuitive. Here is what I learned and would like to share with you regarding this book.
Just before I post a 2 part piece on Byron Sharp’s “brand that grow” marketing opus, here is a link he added on his blog to a facebook “fan” survey which shows that engagement rates are extrelmely small; a conclusion I’ve already made a number of times, underlying the “cyberbabble” effect on facebook.
Is the announcement of this upcoming panel discussion organised by IABC France on the subject of Social Media in Corporations. I will take part in this panel which will be hosted by the American University in Paris.
Social Media in Corporations – Empowerment or Surveillance?
Wednesday, February 15 at 7:00 PM – 9:00 PM
Today’s selection is …
My 2 cents on the future of Social Media for enterprises after 5 years of field practice as Director of Digital Media at Orange Business Services and – more recently – the Orange group. All of this courtesy of Bob Pearson on the Pre Commerce blog. I will soon expatiate on these views in order to prepare for an upcoming event organised by usefulsocialmedia, which is due to take place in London on that subject.
A few months ago, towards the end of 2011, as I delivered a pitch on social media ROI/ROE at the iStrategy conference in Amsterdam, I asked my team at Orange to put a social media dashboard together, one that would be monthly, more appealing to managers than the weekly slapdash XL fires were produce for ourselves, and yet would be a useful tool for decision-making. Here is – below – its December 2011 version.
As I pointed out in my presentation in Amsterdam, this dashboard is in work-in-progress mode, and will always be. It is not meant to be used to show that we are stronger, better or unduly proud of ourselves but on the contrary, that we aim at doing well and getting better.
today’s selection is …
The Orange greetings card aimed at supporting its Foundation’s digital solidarity project. All you have to do is flash the following QR code and hey presto, this will be your frist good deed for 2012. Easy!