On June 24, visionary marketing will take part in a social media day hangout with Mashable and my community manager (US). The subject will be that of the global Web. There is a great deal to say about the social Web being global. Think about it: in Twitter, you are not allowed, 8 years after it’s inception, to have a multilingual account in which you can publish content in different languages and share that content based on location or language preferences! Whereas Facebook has made strides in that direction, many sociali media platforms (even blogs to an extent) are lagging behind.
Global Social Media or Globalised Social Media
That is the question …
The fact of the matter is that Europe is a very strange animal. With at least 15 official languages in the European Union, managing Social over here is a bit of a nightmare unless you are safe behind your borders and never address a foreign market or assume cultural discrepancies in Europe are a prewar memory. I’m not saying that this is good or bad, mind you, this is just a fact. Mind you, looking at platforms like Twitter and LinkedIn, you’d really think these guys believe the whole speaks English. In the case of LinkedIn, the CTO who built the platform was a Frenchman from Marseilles living in San Francisco. I still wonder, to this day, why it took him 3 to 4 years to localise the tool, and even so … it’s still impossible for bilingual profiles to be created… And Twitter won’t have it either: it’s either French, German or English, but bi or trilingual users can well go see somewhere else.
The result is clear: All German-speaking users use Xing, most French professional, until recently, used Viadeo, and Russia is using Vkontakte. I think a lot could be done to alter this self-centred view of social media and improve on the process.
Tune in to this live broadcast of the event on Youtube at 4:00 pm CET
June 30 marks the fifth annual Social Media Day, and in preparation for that, Mashable and Hootsuite are leading a global discussion about the digital revolution and growth of social media. Joining the Hangout on Air are users of global social networks including WeChat, Sina Weibo, VK, XING, ask.fm and Viadeo. Share your questions in the comments or tweet using #SMDay.
The speakers were Crystal from Singapore, Vitaly from Russia, Markus from Germany, Israel from Brasil and Yann Gourvennec from France
Today’s selection is my friend Dominique Lahaix’s piece on Ecairn’s blog. Ecairn is a leading social media influence measurement and management tool, primarily aimed at gauging influence and building networks of bloggers in a co-creation spirit. In that piece, it seems that Dominique is leaning towards my vision of Digital Media (and Social in particular) , and advises brands to start with Strategy (vs. listening, engagement and all the trappings which are only technical and therefore should only come second). As a reminder I have reposted the video of my presentation at Atlanta in 2009 in which I was explaining just that. Sometimes, being too much of a visionary means that you have to wait for years for the mass to come to your conclusions; but this is a flaw which I am prepared to take like a man.
Why should Social Marketing restart with strategy | Influencers & Community Marketing (by Dominique Lahaix)
Wherever we look, we find evidence that Brands get limited value from Social Media:Here is an article mentioning that out of 5000 top Youtube Chanels, only 2% are brands.and here is Chris Heuer post: Social Business is Deadand another excellent one from Augie Ray: What if everything you knew about social was wrong.
The main thing is that most marketers approach Social as just an extra channel to promote products and services defined … when social media did not even exist and with the same techniques and metrics as before.But there is more into it, provided that marketers can challenge what used to know and really digest the paradigm shift that Social Media has brought to business, marketing and sales:
I have been a long time fan of Luis Suarez whom I was supposed to meet at the Enterprise 2.0 summit except that my clients decided otherwise. Fortunately, I was able to reach out to Luis and send him, ironically, my questions via email.
That’s my point precisely. Email is one of those necessary evils. A system which is broken but difficult to break away from. At least, this is my perception. I have managed, over the years, to cut through the clutter… yet, I have never managed to do away with email completely.
Even worse, whenever I spread the good news that one doesn’t have to use email and that other solutions exist, there is always at least one person in the room who takes it personally and gets very very cross. It happened to me again last Monday after a lecture at HEC, while we were all having lunch. There was only one person around the table who seemed very angry with me but it got me thinking. Why would people be so in love with e-mail. Is it because this is the only online system which is close enough to the old world and mimics – vaguely – traditional letter writing?
Well, I don’t know. So I turned to Suarez instead, a man who is supposed to have turned off his mail reader completely … except for my questions. Good man!
I initially started this journey of Life Without eMail over six years ago (On February 2008) and, mainly, for three different reasons:
Over the course of time you realise that e-mail is not really a good collaboration and knowledge sharing tool. Quite the opposite. It’s today’s productivity killer, not necessarily because of the system itself, but more than anything else because of how we have abused it over the course of time resulting in all sorts of political games, bullying, managing up (or down), and overall unnecessary stress seeing how plenty of people keep using it as a way to protect and hoard their knowledge vs. helping one another.
The second reason why I stopped using e-mail was because over the course of the last few years I have been having hundreds, if not thousands, of interactions with younger generations of knowledge workers, whether they are working already or before entering the workplace, and all along I realised that we were using all sorts of various different collaboration tools, except e-mail and we got the job done, just as effectively, so I thought if they could pull it off together, why couldn’t we, right?
The last reason as to why I started this movement over six years ago was essentially to demonstrate, as a social business evangelist, that there is a work life without e-mail. That, nowadays, we do have more appropriate and relevant collaborative and knowledge sharing tools that help us get our jobs done much more efficiently and effectively. Time and time again, plenty of people came to me indicating, as a show stopper, that they couldn’t do social networking at work because they just didn’t have the time and when asking additional questions about why that is happening I realised how they were all saying a large chunk of today’s interactions are happening through e-mail as a time sink, which is why I decided to challenge the status quo of e-mail in the enterprise and, instead, prove and demonstrate, day in day out, that you can eventually have a very productive work life using social technologies versus just e-mail.
2. Wired pointed out that you had reduced email volume by 98%, does that mean that now you only receive 2 million emails a year?
Well, before I started this movement of Life Without eMail I used to get about 30 to 40 e-mails per day. Over the course of the years, that amount has gone down substantially till it reached that 98% of e-mail reduction to the point where I was getting two e-mails per day a couple of years back, averaging about 15 per week, which, I guess, is not too bad after all. The interesting part is that I have not reduced my interactions with others though, quite the opposite, they have increased a great deal, so the main difference is that the vast majority of those conversations are now happening through open, public social networking tools allowing for knowledge to flow freely helping people make better decisions with that information.
3. Honestly, who can really get rid of email. I can’t imagine telling my clients I don’t want to communicate with them in that way?!
You would be surprised about the large amount of people (Customers as well!) who are most willing to reduce their e-mail Inboxes in order to collaborate and share the knowledge across much more openly and transparently through social technologies. It’s that inertia that’s killing us, that is, the one where we don’t challenge the status quo and we all keep resorting to e-mail because “Everyone uses it, so why change?” Well, exactly because of that!
We, in Europe, see ourselves as whingers (Britons are supposedly nicknamed “whingeing poms**” by Australians) and on both sides of the Channel, one keeps hearing complaints about this and that and the other. Yet, seen from down under I realised that our image and potential is probably a lot better than we think and that “old” Europe isn’t yet finished. I asked Joanne Jacobs who now leads 1000heads in Australia to share her view of Europe, social media adoption by businesses and also Asia. I have known Joanne for many years now. We met while she was based in England as part of the Like Minds alumni. Not only is she a social media expert but she is also a trained actor, able to deliver a pitch on stage, captivating hundred of people, with a timed presentation and … cracking jokes on the go without losing track! She came back to Australia over two years ago and we caught up with each other through Skype … despite time differences which, as you will see, are far from being abolished.
** “prisoners of her Majesty” for those who don’t know the joke…
Europe? More Internet savvy than we may think, Australian expert says (photo: antimuseum.com)
Interview of Joanne Jacobs of 1000 heads Australia
Now that Facebook is 10 years old and LinkedIn 11 years old, what is your view of the status of social media in general?
We are living through this transition phase but I think that it will change in the course of the next 5 years to 10 years. One will develop some degree of maturity as to what we should be measuring.
You relocated to Australia a couple of years ago what did you find?
I have to say, that coming back to Australia was very hard indeed for me. Never let it be said that technology overcomes the tyranny of distance. It doesn’t. And one of the main reason why doesn’t is that time zones exist. I was not able to communicate as effectively with the people and the networks that had built up in the UK and Europe. So, it was therefore very difficult for me to come back to an environment which was so isolated that it was effectively between 9 and 11 hours difference in terms of time zones. It was quite difficult too because, even though Australia is a technology savvy country, there are serious problems of interconnectivity here, the cost of broadband in this country is unbelievably expensive and the quality of the connections that we get is poor. So in terms of social media, the community was smaller, there is less engagement, and ironically, they are little communities in Melbourne, Sydney, Adelaide and Perth, but we are all disconnected from one another because it takes an hour to fly between Melbourne and Sydney and that’s one of the shortest journeys that we have in this country. So, even inside our own country, we suffer from the tyranny of distance.
You mentioned losing your Twitter following from the UK when you moved to Australia can you expatiate on that?
In many respects, that issue of losing my following was a product of those time zones differences. when you are no longer communicating regularly at least during working hours, with the people that you are engaging with, you will then lose followers because people will not be able to communicate with you any more nor share information nor participate in discussions. For me in particular it’s been really difficult to participate in online events that were happening in Europe or in the UK because they are always happening between 7:00 PM and 6:00 AM my time. By participating in those events, even remotely, you gain a lot of information from various subject matter experts. So, I lost a lot of followers that way and I also lost followers I believe because I started to communicate with other people in other interest areas and I had to communicate with a community locally, and as a result was considered less of an influencer in the areas and the markets and the audiences within my previously connected life.
The New Jersey Institute of Technology’s Online MBA program sent me this infographic entitled “Data Mining and Decision Support Systems“, in which the university describes big data and data mining as the new way of carrying out market research. As a matter of fact, data mining isn’t new – I first heard about it in the 1990s when it started to become fashionable, namely in the Banking industry – and it is not directed at “new data” but “existing data” as is described in the infographic.
If data mining (or even Big data for that matter) per se isn’t innovative, massive open databases, and unstructured data like those gathered by Facebook and Google actually are the new kids on the block. NJIT even heralds these new giants as the future major players of the data mining industry. To an extent they already are.
And true enough, data mining is bound to become, at last, a major player in the Marketing field for the years to come: when it comes to clients … and prospective customers alike (that’s the real novel aspect of it, we can now gather information about clients to be).
Challenges related to big data implementation
Yet, many challenges will have to be overcome by businesses which want to benefit from this new wave of market research brought by the big data era : improving data quality is one (this is why the retail industry is ahead of the game: check-out data is massive and squeakily clean), allowing time and resources is another, not to mention knowledge and training and, last but not least, internal limitations as to how data can be shared across departments. No wonder that 1% only (according to Information builders) of company information is used at the moment.
Now here’s the challenge, and only those who are able to overcome it will be able to reap the benefits from these new marketing opportunities.
NJIT New Jersey Institute of Technology – Online MBA